on the edge manchester: 7 steps to brilliant b2b digital marketing 10 oct 12

10 October 2012 #edgemanc @ontheedgelive @renepower

digital

Step 1 strategy


Channel influence on b2b


Step 2 websites


Key questions for a b2b site


Step 3 search


Clickthrough rate b2b v b2c


Step 4 content


Average cost per lead


Step 5 social


Digital tools used (clients) sold by agencies


Step 6 Lead gen & CRM


Step 7 Analytics & improvement



Buzz by no of posts buzz by impressions shift in buzz channel

buzz asset popularity buzz by customer type mainstream media

mentions growth rate of fans follows friends contacts no of pass

alongs recommends embeds bookmarks subscriptions page

views clickthroughs changes in search ranking type reach channel

geography volume of posts impressions time spent clicks contributions

by bloggers chatrooms wikis online sales offline sales savings

change in share AEV event response event attendance

buzz by time of day seasonal buzz competitive buzz category/topic buzz

buzz by stage in DM process mainstream media mentions installs downloads

uploads favourites likes comments ratings

increase in searches %of buzz with links no of views/interactions polls

virtual gifts tags popularity contest entries leads generated

products sampled store visits trials

customer acquisition & retention complaint handling

satisfaction feedback

7 steps summary

Set a strategy (SWOT & objectives) Get your website right – as a content hub Build search around a variety of keywords Use inbound fuel to engage influencers Select social platforms your customers use Create calls to action in integrated campaigns Set goals and funnels in Analytics


7 step summary

Further reading

Websites Smart Insights blog Econsultancy.com Content Marketing Institute blog Hubspot blog Problogger

Books Inbound Marketing: Get found using Google, social media and

blogs Dharmesh Shah / Brian Halligan

Content Rules CC Chapman 10 October 2012 #edgemanc @ontheedgelive @renepower

http://www.smartinsights.com/blog/

http://econsultancy.com/uk/blog

http://www.contentmarketinginstitute.com/blog/

http://blog.hubspot.com/

http://www.problogger.net/

http://www.amazon.co.uk/Inbound-Marketing-Google-Social-Series/dp/0470499311/ref=sr_1_12?ie=UTF8&qid=1338545325&sr=8-12

http://www.amazon.co.uk/Inbound-Marketing-Google-Social-Series/dp/0470499311/ref=sr_1_12?ie=UTF8&qid=1338545325&sr=8-12

http://www.amazon.co.uk/Content-Rules-Podcasts-Webinars-Customers/dp/0470648287/ref=sr_1_1?s=books&ie=UTF8&qid=1338545399&sr=1-1

More?200 page eBook on b2b digital

marketing - available to members of

http://www.smartinsights.com/

20% off promo code: SMARTB2B

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on the edge manchester: 7 steps to brilliant b2b digital marketing 10 oct 12

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