Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B

B2B MarketingThe Fundamentals

B2B Marketing Interactive Presentation

• X3 topics• Short presentation on each topic• Round table question answering/discussion in tables• Feedback to the room• Findings and slides will be sent via email post presentation

Format for today


• Have fun• Don’t be afraid to speak out and share• Try not to interrupt• Keep to timings so we get to include everything

Rules of engagement



About your speakers

Kirsty Dawe,Managing Director

@KirstyDawe1

Ash Chandler,Head of MA & Digital

@_Ash_Chandler

Chris Manns,Planning & Insight

Director@chrismanns

Revolutionising your B2B digital marketing strategy to create leads and revenue generating opportunitiesChris Manns




Big Data

Big Data


Collecting data

Contextual

Personal interests

Job role challenges

PESTLE factors

Demographic /

FirmographicSector / SIC

Size (T/O, FTEs)

Geography

Behavioural

Social media

Progressive profiling

Content engagementand interaction

Data modelling


Personalisation


Driving you into the funnel with recommendedand relevant content


Attribution

Marketing Automation Platforms: Dedicated Attribution Software:

Attribution modelling example

Outbound Email

Nov-16

LinkedIn InMail

Jan-17 Feb-17 Mar-17

Linked In PPC

Jan-17

ResultsConversions: 500Revenue: £325,000

Whitepaper + Telemarketing


Attribution modelling example

Outbound Email

Nov-16

LinkedIn InMail

Jan-17

Whitepaper

Feb-17

Telemarketing

Feb-17

Linked In PPC

Jan-17

200 50 75150Conversions

40% 10% 15% 30%Conversion Split

5%

2500% 2067% 758% 875%ROI 190%

42.96% 10.65% 6.51% 30.07%Contribution to profit

% 9.81%

B2B Marketing Interactive PresentationResultsConversions: 500Revenue: £325,000

50% 15% 10% 20%Actual Attribution

5%

25

Question:

What are your biggest attribution challenges? How do you overcome them in your organisation?


Using digital content marketing techniques to bolster leads and enhance conversionAsh Chandler



Content shock!

10x contentB2B Marketing Interactive Presentation


• A great user experience on any device• Combination of high quality, trustworthy, useful, interesting, and

remarkable• A completely unique angle or subject and delivery method• Invoke an emotional response and connection with the buyer• Has use value and solves a problem or answers a question

10x content


10x content example (video on next slide)


The key to outstanding content – deep buyer insight


The key to outstandingcontent – lifecycle marketing

Question:

How do you decide which digital formats to use and which to lose? Are cutting edge content formats too costly and risky or do risks need to be taken to be noticed?


The role of social media inyour B2B marketing strategyto support the sales funnelKirsty Dawe



Social is essential to the sales funnel

Brand Lead generation

Influencer marketing


Your email database is decaying


It’s going to get worse…

60%of Millenials say they

are open to moving jobs

15%higher than the

previous generation


When people move their social profile remains


Does your social strategy fit with your sales KPI’s?

Right followers – building lists and

measuring followers against these

Are they engaging with your content?

What social actions are they taking as part of the nurture

process which moves them further

down the sales funnel?


Is your social strategyaligned with sales?

Question:

Where are you seeing the biggest impact from social in B2B?What strategies are you using successfully to measure this?


Thank you for your participation!