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Digital marketing for B2B

Digital marketing for b2 b exact connect event - remi van beekum - stormmc - 2015-04-23

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Digital marketing for B2B

About us

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Table of contentsDigital marketing for business to business

Challenges of a B2B campaign

Conversions and measurement

Digital marketing channels & tips for B2B

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Challenges of a B2B campaign

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What makes B2B different?Business to business campaigns are different

Complexity of decisions

More stake holders

Longer decision making processes

Conversions are not real sales (usually)

Conversions are often leads

Sometimes e-mail, telephone or even offline

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Revenue

Higher ordervalues

Higher margins

Higher lifetime values

People

Business people are people too

Challenges of a B2B campaignBusiness to business campaigns are different

Challenges

Harder to measure ROAS/ROI

Less insights in performance of campaigns and therefore less data to optimize

Difficult to target the right people

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Conversions and measuremement

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How a B2C webshop measures campaignsHow ROAS/ ROI is calculated

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Visitor

How return on ad spend (ROAS) is calculatedB2C

B2C campaigns

Short decision making process (usually)

High volumes of conversions so a lot of data

Measure conversions, sales, revenue

Rapid optimization of campaigns based on data

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B2B campaigns

Calls (no cookie)

Different people (no cookie)

Leads (a cookie, but no data about a sale or revenue)

Cookies have a lifetime of 30 days by default in most adplatforms but decision making processes tend to be longer, so measurements are broken

Conclusion

Digital marketing will have a hard time claiming success in a B2B environment. Budget might shift to offline. Difficult to optimize campaigns.

B2B

Advise to gain insightsHow to measure impact

Tips to gain insights to optimize campaigns

Use a lead management tool to track leads and measure sales and quality of leads

Replace forms by call-button on mobile devices

Use a call conversion tool to track calls for every digital channel

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Adcalls exampleExample

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AdcallsExample

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Adcalls exampleExample

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Digital marketing channels & tips for business to business

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Digital media channels suitable for B2B Digital marketing for b2b

Choice of channels

Target very specifically or abandon the channel

Use soft conversions

Whitepapers, events, newsletters to differentiate high value visitors from consumers

Use this data for retargeting

Use e-mail addresses for email marketing and social advertising

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Digital media channels suitable for B2B Digital marketing for b2b

Search (SEO and Search advertising)

Keyword research : Try to figure out what ‘business keywords’ are and focus on these with Adwords

Use ad copy to make clear this is a business website (less clicks)

Use RLSA to increase bids for keywords that are not profitable enough normally

Write great content around longtail and keywords that might attract too many consumers

Remarketing

Use display remarketing to reengage people

RLSA (search)

Facebook Website Custom Audiences

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Digital media channels suitable for B2B Digital marketing for b2b

Social media

Start with great social content. Provide information and help people with their business challenges. Be the expert!

Start with Facebook ads. Even in B2B Facebook usually performs better than LinkedIn and Twitter

Layer campaigns. E.g. Facebook video audience retargeting

Display advertising

RTB: use whitelisting and channels

Keyword targeting and selected keywords

Managed buys: buy directly from the right publishers

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Thank you!

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Headquarters

Zuiderpark 14

9724 AG Groningen

Telefoon: +31 (0) 50 210 28 58

Facebook: Facebook.com/stormmc.nl

Twitter: Twitter.com/stormmc

Website: stormmc.nl