b2b digital success · “adwords didn’t really work ... •a natural fit for b2b •mobile-heavy...

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B2B Digital

Success

The Challenges…

“AdWords didn’t really work”

”Our product is not online”

“Our sales process is relational”

“We just need leads”

“We just get rubbish from online leads…”

The Reasons…

• Often, the focus is only on getting a lead

• Channel relevance is not appropriately considered

• What happens once a lead is in the door? Routinely, it is “manual” – rarely systematic

• And…

The Prospect’s Journey is not widely understood

To find our way,

Start at the end and work backwards

Define Conversion

Conversion : End Goal

What is the actual goal?

Contract?

Purchase?

Subscription?

Permission to Market?

Conversion : Additional Considerations

Is your conversion -

One and done?

A series of micro-conversions?

In-Person/Attendance?

The answers to these questions

will define what type of funnel

(read customer journey)

you want to create.

Being Intentional About That FunnelMarketing Automation | Brief Definitions

Automation : The Promise

A mechanism to ANTICIPATE what the prospect’s needs are, such that you can proactively communicate how your brand overcomes the challenges/problems the

prospect is trying to solve.

Automation : Definition

Marketing Automation is a combination of

BUSINESS PROCESSES and

SOFTWARE SOLUTIONS

designed serve SHARED interests between the

prospect and business to create a

BUSINESS CAPABILITY.

Automation : Tooling

Marketing Automation, as a technical tool, is

DUMB and DUTIFUL.

Without process, specifically YOUR process,

automation will not win.

Knowing your goals matters!

Being Intentional About That FunnelMarketing Automation | Connecting

Automation : Content

Automation requires content. Really. • Video

• Landing Pages

• Emails

• Mail

• Downloadable assets

• Events

Automation : Email Sequences

Automation : Landing Pages

Automation : Prospect Scoring

Automation : Striking the balance

Frequency

vs.

Velocity

Automation : Frequency

The time BETWEEN and

HOW OFTEN

communications are going

to the SAME prospect.

Automation : Velocity

How AGGRESSIVE you are being

in asking for the next step.

The Acquisition ChannelsEngage

• Rarely works well in B2B

• Requires a LOT of data “Feed the Beast”

• The algorithms end up working against you

• It is a search engine!

• After cats, unicorns, and epic fails, “how-to” is the purpose.

• If your offering solves a “how-to”, advertise and make content for it.

• A natural fit for B2B

• Mobile-heavy usage

• Lead forms are powerful/easy

• Put value first – develops trust

• Role-based targeting keeps it efficient

• Cost per lead is high, but quality is strong

• Image is everything!

• Highest value is around look a like audience capabilities.

• “Works at” and Role-Based targeting can be good, but is not as certain as LinkedIn

• Ideal for repurposing content – not leading edge, but not outdated

• A business-centric search engine frequented by business professionals for:

‒ Seeking very specific knowledge‒ Building cases for budget, internal approval‒ Summarizing events that were missed

(conferences)

• Does not require management

*Edison Research

67% …of podcast listeners

do not mind ads compared to 6% on TV

Source: MediaKix

65%…of podcast listeners

recall ads one day after

having listenedSource: MediaKix

60%…of podcast listeners

frequent social media

multiple times per daySource: MediaKix

10% …higher average annual

individual incomeSource: MediaKix

Additional Considerations

SEO = Voice Search

Data Collection Strategy

The role of ML & AI for your brand

One Last Thought

Channel Combinations

*IAB Report

Thank You & Questions

F U S I O Nengage connect relate