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Digital Marketing Digital Marketing

Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

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Page 1: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

Digital MarketingDigital Marketing

Page 2: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

@DIGIBLE@DIGIBLE

@GolinGlobal@GolinGlobal

Page 3: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

We are content marketing consultants thatWe are content marketing consultants thathelp B2B companies across Asian markets tohelp B2B companies across Asian markets tobe industry thought leaders and meaningfullybe industry thought leaders and meaningfullyengage with audiencesengage with audiences

Driving business growth by buildingDriving business growth by buildingmore brand relevance, awareness,more brand relevance, awareness,leads and buying intent. leads and buying intent.

Page 4: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia
Page 5: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

QuestionsQuestions

Page 6: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

1. New channels - Why?2. How much to spend?3. How to generate leads?4. How to measure results?5. Why take a risk?6. When will we see results?7. How much time involved?8. Which agency can support?9. Do we have the team in-house?

B2B Digital MarketingB2B Digital Marketing

InboundInboundOutboundOutbound1

2

Page 7: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

Average Cost Per Lead throughinbound digital marketing ($143)is less than half the average foroutbound digital marketing($373).

AnswersAnswers

econsultancy

Page 8: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

Lower costs.

Better ROI.

AnswersAnswers

Page 9: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

Two-thirds of B2B customers say that content fromcompanies helps them make better purchasedecisions. More than a half say they are more willing to buyanother product from a company that producesvaluable content.

AnswersAnswers

econsultancy

Page 10: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

Digital Content = More Traffic.

AnswersAnswers

B2B companies that blog 1-2 times a month generate70 per cent more leads than those that don’t blog. B2B companies that increase blogging from 3-5 times amonth to 6-8 times a month almost double their leads.

Digital Content = More Leads.

Page 11: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

More Than Leads Generation.

AnswersAnswers

Quicken Path to Purchase.

Build Stronger OnlineCorporate Reputation.

Page 12: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

78% of CMOs think digital contentis the future of B2Bmarketing.

econsultancy

Page 13: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

Know Your Goals.Know Your Goals.

Step 1Write down what your business wants toachieve in the next 6-12 months?

Step 2Write down what marketing wants toachieve in the next 6-12 months?

Page 14: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

Prioritize Your Goals.Prioritize Your Goals.

Page 15: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

Know Your Audience.Know Your Audience.

TA Profile 1

TA Profile 2

TA Profile 3

TA Profile 4

Page 16: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

Audience Profiling.Audience Profiling.

Page 17: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

Know Your Audience'sKnow Your Audience'sDigital Behavior.Digital Behavior.

TA Profile 1 - BEHAVIOR

TA Profile 2 - BEHAVIOR

TA Profile 3 - BEHAVIOR

TA Profile 4 - BEHAVIOR

Page 18: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

Define Audience'sDefine Audience'sDecision Triggers.Decision Triggers.

TA Profile 1 - Inflection Points, Triggers.

TA Profile 2 - Inflection Points, Triggers.

TA Profile 3 - Inflection Points, Triggers.

TA Profile 4 - Inflection Points, Triggers.

Page 19: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

Know Your Audience'sKnow Your Audience'sChannelsChannels

Channel 1

Channel 2

Channel 3

Where doWhere dothey spendthey spendtime online?time online?

Channel 4

Channel 5

Page 20: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

Research Your ChannelsResearch Your Channels

Channel 1

Channel 2

Channel 3

Key Features

Key Features

Key Features

Channel 4 Key Features

Channel 5 Key Features

Page 21: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

Select Your ChannelsSelect Your Channels

Channel 1

Channel 2

Channel 3

Key Features

Key Features

Key Features

Branding Content

Branding Content

Branding Content

KOLs

KOLs

KOLs

Page 22: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

Test Your New ChannelTest Your New Channel

Channel 1 Key BenefitsAudience ContentKOLs

Page 23: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

Integrate New ChannelsIntegrate New Channels

Channel 1

Channel 2

Channel 3

Website

Blog

Video

Page 24: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

Digital Publishing PlanDigital Publishing Plan

Channel 1

Channel 2

Channel 3

Theme Topics Content

TA Profile 1

Time

Theme Topics Time

Theme Topics Time

Content

Branded Third Party

Content

Page 25: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

89% of B2B marketersagree that 3rd-party

content is more crediblethan brand content.

EMarketer

Page 26: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

Work with Credible ContentWork with Credible ContentProducersProducers

Theme Topics Content Time

ExpertsExperts AcademicsAcademics MediaMedia

Page 27: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

Focus on Creating ValueFocus on Creating Valueacross Audience Profilesacross Audience Profiles

Theme Topics Content Time

Theme Topics Time

Theme Topics Time

Content

Content

Page 28: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

Establish & Extend YourEstablish & Extend YourBrand's Voice Into NewBrand's Voice Into NewChannelsChannels

Channel 1 Channel 2Websites Blogs

Page 29: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

Video, video, videoVideo, video, video

70%70% of B2B marketers use of B2B marketers usevideo in their marketing mix.video in their marketing mix.

HubSpot

Page 30: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

Social SellingSocial Selling

B2B companiesB2B companieswith executives onwith executives onprofessional socialprofessional socialnetworks =networks =

4x inbound leads.4x inbound leads.

HubSpot

Page 31: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

"Content marketing"Content marketing

is all the marketingis all the marketing

that's left."that's left."- Seth Godin

Page 32: Digital B2B Inbound Content Marketing Excellence -Zaheer Nooruddin GOLIN asia

THANK THANK YOU.YOU.

Learn more at www.golin.com/asia