a clear-cut & effective b2b digital strategy: throw your digital energy in the right direction
DESCRIPTION
Presentation from the B2B Conference in London on 23rd october 2014. Focused on digital marketing and the shift towards inbound vs outbound marketingTRANSCRIPT
A Clear-Cut & Effective B2B Digital Strategy: Throw Your Digital Energy In The Right Direction
Sarah Goodall (@sarahgoodall)October 2014
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 2@sarahgoodall
Today…
The Shifting B2B
Buyer BehaviourThe Impact On
Marketing
An Example Of A Unified Digital
Campaign
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 3@sarahgoodall
A Little About My Professional Background…
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 4@sarahgoodall
A Little About SAP….
HR SALES, SERVICE,
MARKETING
FINANCE PROCUREMENT
CloudMobile Premise
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 5@sarahgoodall
Digital Technology Is Changing The Way We BuyThose Habits Are Transferring To B2B Purchases
We naturally seek…
Research – Recommendations – Reviews
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 6@sarahgoodall
The B2B Buyer Journey Has Changed60% - 90% Of The Journey Is Complete Before Vendor Considered
Through decision making process
60%
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 7@sarahgoodall
The Digital Landscape In B2BSource: The 2014 B2B Buyer Behaviour Study
…Said they waited longer than a year to initiate contact with a vendor
68%…Agreed that the number of sources used to research and evaluate purchases has increased
64%…Said the winning vendor’s content had a significant impact on their buying decision
40%
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 8@sarahgoodall
The Classic Funnel Has ChangedFrom Linear Progression…
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 9@sarahgoodall
The Classic Funnel Has Changed…To A Complex Digital Journey
B2B buyer engage with 11.4 pieces of content before making a
purchase and will find 3 pieces of content about a vendor for
every 1 piece that marketing can publish or sales can deliver
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 10@sarahgoodall
Funnel Of EngagementsMoving Via The Digital Funnel
(TOP)
(MIDDLE)
(BOTTOM)
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 11@sarahgoodall
Marketing Has To ChangeInbound Vs Outbound – Pull Vs Push – Digital Vs Traditional
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 12@sarahgoodall
Unified Digital StrategyPaid – Owned – Earned: Integrated Mix With Content At The Core
Paid Media Owned Media
Earned Media
Source: Daniel Goodall (Nokia)
• Employees• Customers• Partners• Influencers
• Website – optimised for mobile
• Blog• Branded social
channels• Direct Email
• Paid Search• PPC• Banner Ads• Sponsorships• Contextual
Advertising€
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 13@sarahgoodall
Overlaying Campaigns To The Digital StrategyQuarterly Process Driven By Social Listening
Paid Media Owned Media
Earned Media Social Listening
Social Listening
Social Listening
Amplify Out
Amplify Out
Amplify Out
1
Content
2
3
4 Measure
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 14@sarahgoodall
Employees As Brand AdvocatesThe Rising Importance Of This Channel
An employee advocate is 2 x more trusted than a CEO.
10xEmployees have 10 x more social connections than a brand does.
8xContent shared by employees receives 8 x the engagement of content shared by brand channels
2x
Source: Social Chorus
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 15@sarahgoodall
Employee Social Enablement & AmplificationGet Social @SAP
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 16@sarahgoodall
Digital Approach:Basic Campaign Structure
Landing Page
Social Listening
3x Blog Posts
Relevant CTA Offer Identified Create
LISTEN CONTENT AMPLIFY MEASURE
Measure
Digitally Ready Content?
Yes
No
© 2014 SAP AG or an SAP affiliate company. All rights reserved. 17@sarahgoodall
Summary
Content &
keywords form
the heart of your
digital strategy
Integrate digital elements for best results
(Paid, Owned & Earned)
Consider employees as
an amplification channel
© 2014 SAP AG or an SAP affiliate company. All rights reserved.
Thank you
Twitter: @sarahgoodallBlog: www.sarahgoodall.comLinkedIn: www.linkedin.com/in/sarahgoodall