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ONLINE
MARKETING FOR
B2B COMPANIES
WITH SELECTED CASE STUDIES ON SUCCESS AND FAILURE


- ADITYA SANYAL


                                                    Aditya Sanyal
FLOW
       Objective
       Online marketing components
       Success stories
       What not to do
       Metrics to track
WHAT SHOULD THE TAKE-AWAY BE?




LET’S CONSIDER
OUR OBJECTIVES
AT THE END OF THIS
PRESENTATION…
… you should be able to


Understand what online marketing is all about
Know the benchmarks to aim for
Know the metrics to measure success of your online
marketing plan
GET TO KNOW VARIOUS ASPECTS OF ONLINE
MARKETING




LET’S GET THE
BASICS RIGHT
COMPONENTS OF
ONLINE MARKETING
                   Website


       Analytics               Blog

                    Online
                   Marketing

        SMM /
                               SEO
         SEM

                    Email
                    Mktg
COMPONENTS OF
ONLINE MARKETING                                        Website


                                            Analytics               Blog



          • Call to action                               Online
                                                        Marketing
Website
          • Responsive design                SMM /
                                                                    SEO
 design                                       SEM

          • Incorporate relevant keywords                Email
                                                         Mktg
COMPONENTS OF
ONLINE MARKETING                                        Website


                                            Analytics               Blog



          • Call to action                               Online
                                                        Marketing
Website
          • Responsive design                SMM /
                                                                    SEO
 design                                       SEM

          • Incorporate relevant keywords                Email
                                                         Mktg
COMPONENTS OF
ONLINE MARKETING                                        Website


                                            Analytics               Blog



          • Call to action                               Online
                                                        Marketing
Website
          • Responsive design                SMM /
                                                                    SEO
 design                                       SEM

          • Incorporate relevant keywords                Email
                                                         Mktg
COMPONENTS OF
ONLINE MARKETING                                        Website


                                            Analytics               Blog



          • Call to action                               Online
                                                        Marketing
Website
          • Responsive design                SMM /
                                                                    SEO
 design                                       SEM

          • Incorporate relevant keywords                Email
                                                         Mktg
COMPONENTS OF
ONLINE MARKETING                                      Website


                                          Analytics               Blog



        • Easy to subscribe                            Online
                                                      Marketing


 Blog   • Easy to share                    SMM /
                                            SEM
                                                                  SEO


        • Easy to interact via comments                Email
                                                       Mktg
COMPONENTS OF
ONLINE MARKETING                                      Website


                                          Analytics               Blog



        • Easy to subscribe                            Online
                                                      Marketing


 Blog   • Easy to share                    SMM /
                                            SEM
                                                                  SEO


        • Easy to interact via comments                Email
                                                       Mktg
COMPONENTS OF
ONLINE MARKETING                                      Website


                                          Analytics               Blog



        • Easy to subscribe                            Online
                                                      Marketing


 Blog   • Easy to share                    SMM /
                                            SEM
                                                                  SEO


        • Easy to interact via comments                Email
                                                       Mktg
COMPONENTS OF
ONLINE MARKETING                                      Website


                                          Analytics               Blog



        • Easy to subscribe                            Online
                                                      Marketing


 Blog   • Easy to share                    SMM /
                                            SEM
                                                                  SEO


        • Easy to interact via comments                Email
                                                       Mktg
COMPONENTS OF
ONLINE MARKETING                           Website


                               Analytics               Blog



       • Optimize each page                 Online
                                           Marketing


 SEO   • Research keywords      SMM /
                                 SEM
                                                       SEO


       • Use in social media                Email
                                            Mktg
COMPONENTS OF
ONLINE MARKETING                           Website


                               Analytics               Blog



       • Optimize each page                 Online
                                           Marketing


 SEO   • Research keywords      SMM /
                                 SEM
                                                       SEO


       • Use in social media                Email
                                            Mktg
COMPONENTS OF
ONLINE MARKETING                           Website


                               Analytics               Blog



       • Optimize each page                 Online
                                           Marketing


 SEO   • Research keywords      SMM /
                                 SEM
                                                       SEO


       • Use in social media                Email
                                            Mktg
COMPONENTS OF
ONLINE MARKETING                           Website


                               Analytics               Blog



       • Optimize each page                 Online
                                           Marketing


 SEO   • Research keywords      SMM /
                                 SEM
                                                       SEO


       • Use in social media                Email
                                            Mktg
COMPONENTS OF
ONLINE MARKETING                           Website


                               Analytics               Blog



            • Email template                Online
                                           Marketing
   Email
            • Drip campaigns    SMM /
                                                       SEO
Marketing                        SEM

            • Newsletters                   Email
                                            Mktg
COMPONENTS OF
ONLINE MARKETING                           Website


                               Analytics               Blog



            • Email template                Online
                                           Marketing
   Email
            • Drip campaigns    SMM /
                                                       SEO
Marketing                        SEM

            • Newsletters                   Email
                                            Mktg
COMPONENTS OF
ONLINE MARKETING                           Website


                               Analytics               Blog



            • Email template                Online
                                           Marketing
   Email
            • Drip campaigns    SMM /
                                                       SEO
Marketing                        SEM

            • Newsletters                   Email
                                            Mktg
COMPONENTS OF
ONLINE MARKETING                           Website


                               Analytics               Blog



            • Email template                Online
                                           Marketing
   Email
            • Drip campaigns    SMM /
                                                       SEO
Marketing                        SEM

            • Newsletters                   Email
                                            Mktg
COMPONENTS OF
ONLINE MARKETING                          Website


                              Analytics               Blog



       • Create a community                Online
                                          Marketing


 SMM   • Regular updates       SMM /
                                SEM
                                                      SEO


       • Viral nature                      Email
                                           Mktg
COMPONENTS OF
ONLINE MARKETING                          Website


                              Analytics               Blog



       • Create a community                Online
                                          Marketing


 SMM   • Regular updates       SMM /
                                SEM
                                                      SEO


       • Viral nature                      Email
                                           Mktg
COMPONENTS OF
ONLINE MARKETING                          Website


                              Analytics               Blog



       • Create a community                Online
                                          Marketing


 SMM   • Regular updates       SMM /
                                SEM
                                                      SEO


       • Viral nature                      Email
                                           Mktg
COMPONENTS OF
ONLINE MARKETING                          Website


                              Analytics               Blog



       • Create a community                Online
                                          Marketing


 SMM   • Regular updates       SMM /
                                SEM
                                                      SEO


       • Go Viral                          Email
                                           Mktg
COMPONENTS OF
ONLINE MARKETING                         Website


                             Analytics               Blog



       • Research keywords                Online
                                         Marketing


 SEM   • Creative copy        SMM /
                               SEM
                                                     SEO


       • Landing pages                    Email
                                          Mktg
COMPONENTS OF
ONLINE MARKETING                         Website


                             Analytics               Blog



       • Research keywords                Online
                                         Marketing


 SEM   • Creative copy        SMM /
                               SEM
                                                     SEO


       • Landing pages                    Email
                                          Mktg
COMPONENTS OF
ONLINE MARKETING                         Website


                             Analytics               Blog



       • Research keywords                Online
                                         Marketing


 SEM   • Creative copy        SMM /
                               SEM
                                                     SEO


       • Landing pages                    Email
                                          Mktg
COMPONENTS OF
ONLINE MARKETING                         Website


                             Analytics               Blog



       • Research keywords                Online
                                         Marketing


 SEM   • Creative copy        SMM /
                               SEM
                                                     SEO


       • Landing pages                    Email
                                          Mktg
COMPONENTS OF
ONLINE MARKETING                                      Website


                                          Analytics               Blog



            • Measure results
                                                       Online
                                                      Marketing


Analytics   • Website, blog, SEO, Email    SMM /
                                            SEM
                                                                  SEO


              marketing, SMM, SEM                      Email
                                                       Mktg
COMPONENTS OF
ONLINE MARKETING                                      Website


                                          Analytics               Blog



            • Measure results across
                                                       Online
                                                      Marketing


Analytics     website, blog, SEO, Email    SMM /
                                            SEM
                                                                  SEO

              marketing, SMM, SEM                      Email
                                                       Mktg
IN AN ENTERPRISE B2B CONTEXT




SUCCESS
STORY #1
SALESFORCE.COM
Fast Facts


•   Enterprise cloud
    computing company
    started in 1999 by ex-
    Oracle exec Marc Benioff
SALESFORCE.COM
Fast Facts


•   Best known for its on
    demand CRM solutions
SALESFORCE.COM
Fast Facts


•   Pioneer in developing
    enterprise platforms
    through
     •   AppExchange directory of on-
         demand applications
SALESFORCE.COM
Fast Facts


•   Pioneer in developing
    enterprise platforms
    through
     •   AppExchange directory of on-
         demand applications
     •   Force.com “Platform as a
         Service” (PaaS) API for
         extending Salesforce
SALESFORCE.COM
Business Challenge


―Grow traffic and leads in
the UK‖
SALESFORCE.COM
Research findings


B2B purchase journey


•   Search: 78% of Internet
    users conduct product
    research online (Pew
    Internet & American Life
    Project, May 2010)
SALESFORCE.COM
Research findings


B2B purchase journey


•   Social: 24% of adults
    have posted comments or
    reviews online about the
    things they buy (Pew
    Internet & American Life
    Project, Sep 2010)
SALESFORCE.COM
Research findings


B2B purchase journey


•   Buyer controlled: People
    can now choose where
    and when to engage with
    your brand, plus what
    content they would like to
    consume
SALESFORCE.COM
―Get found‖


•   Leverage expertise in
    content and hit the sweet
    spot in the B2B purchase
    journey
SALESFORCE.COM
Solution


―Content Rich Microsite‖
SALESFORCE.COM
Solution


―Content Rich Microsite‖


Who would this site be for?
•   Personas were identified
    and segmented
SALESFORCE.COM
Solution


―Content Rich Microsite‖


Set the content theme
•    ―The Social-Powered
    Business‖ – via social
    research
SALESFORCE.COM
Solution


―Content Rich Microsite‖


Topics
•   Sales, customer service,
    collaboration and
    marketing
SALESFORCE.COM
Solution


―Content Rich Microsite‖


How would content be
generated?
•   Used collaboration tool
    Chatter to collaborate –
    56 people team
SALESFORCE.COM
Solution


―Content Rich Microsite‖


Measuring success
•   Identified metrics to
    measure the outcome of
    this strategy
SALESFORCE.COM
Solution


―Content Rich Microsite‖


Launched in 12 weeks with
32 pieces of content
SALESFORCE.COM
                     CREATED   CURATED               COLLABORATIVE         LEGACY


    How?
     Content
Product messaging
    Promoting                                   Point to the best online
                                                resource on that topic
Outbound marketing
 Thought leaders


                                  Identify a topic
SALESFORCE.COM
                     CREATED          CURATED     COLLABORATIVE     LEGACY


    How?
     Content
Product messaging
    Promoting
Outbound marketing
 Thought leaders



                               Identify, reach out to thought leaders
                                       around identified topics
SALESFORCE.COM
                     CREATED    CURATED    COLLABORATIVE   LEGACY


    How?
     Content
Product messaging
    Promoting
Outbound marketing
 Thought leaders



                               Repurpose legacy content
SALESFORCE.COM
                              10%
    How?
     Content                                          Non Product
Product messaging                                     Product
    Promoting
Outbound marketing
 Thought leaders                     90%


                     Product references were used where they
                     made sense, but only on a limited basis
SALESFORCE.COM

    How?
     Content
Product messaging
    Promoting
Outbound marketing
 Thought leaders


                     Promoting the microsite via various channels
SALESFORCE.COM

    How?
     Content
Product messaging
    Promoting
Outbound marketing
 Thought leaders


                     Sponsored tweets
SALESFORCE.COM

    How?
     Content
Product messaging
    Promoting
Outbound marketing
 Thought leaders


                     LinkedIn banner ads /
                     Google display network
SALESFORCE.COM

    How?
     Content
Product messaging
    Promoting
Outbound marketing
 Thought leaders
SALESFORCE.COM
Results




            80% more website
                 traffic
SALESFORCE.COM
Results




            Social Referral Traffic
                up by 2500%
SALESFORCE.COM
Results




            6500 new signups
SALESFORCE.COM
Results




             10,000 new leads
IN A STARTUP B2B CONTEXT




SUCCESS
STORY #2
BREAKINGPOINT
SYSTEMS
Fast Facts


•   IT security systems
    founded in 2005 (acquired
    in 2012)
•   Measured the resiliency—
    performance, security
    and stability—of network
    and data center
    infrastructures
BREAKINGPOINT
SYSTEMS
Challenges


•   Limited budget
•   Target audience of
    security and QA
    professionals hated
    typical marketing tactics
•   Had to get qualified
    website visits as part of
    demand generation
    strategy
BREAKINGPOINT
SYSTEMS
Solution


Blog


•   Review online sources for
    topics of interest
BREAKINGPOINT
SYSTEMS
Solution


Blog


•   Comment on third party
    blog posts that were
    identified and provide a
    link to their own blog
BREAKINGPOINT
SYSTEMS
Solution


Blog


•   Publish posts that were
    aligned to industry
    interests, which went viral
BREAKINGPOINT
SYSTEMS
Solution


Twitter


•   Participate in relevant
    conversations
•   Retweeted relevant
    industry news
BREAKINGPOINT
SYSTEMS
Solution


Created LinkedIn Groups


•   Open industry group
•   Discussions did not cover
    their company or product
•   Team acted as hosts, kept
    members engaged
BREAKINGPOINT
SYSTEMS
Solution


PR Strategy


•   Began to target
    bloggers, shifted PR
    release time to noon to
    accommodate West Coast
    bloggers
•   Publish PR to social
    media
BREAKINGPOINT
SYSTEMS
Solution


Promote Social Media


•   Links to blog, Twitter,
    LinkedIn in email
    signature
•   Website contained
    updates from Twitter
BREAKINGPOINT
SYSTEMS
Results


•   155% increase in web
    visits
•   Website traffic is major
    contributor to leads
•   SEO – generating ―non
    brand‖ search clicks
THINGS TO WATCH OUT FOR




RED
FLAGS
REMEMBER…
Don’t go for Black Hat SEO
REMEMBER…
Monitor your PPC campaigns
REMEMBER…
Bad customer experiences can go viral
REMEMBER…
Watch what you say in social media
REMEMBER…
… to pay attention!
REMEMBER…
Don’t spam 
A FEW THINGS TO BE MEASURED



ONLINE
MARKETING
METRICS
METRIC 1
Conversion rate, goal
completion


Set up Google Analytics to
track conversions
Analyse conversion sources
METRIC 2
Cost per conversion


Google analytics allows you
to drill down to each
click, by source
METRIC 3
Bounce rate


Blog posts will have higher
bounce rates
Pages should have lower
bounce rates
Identify pages that need
improvement in content
METRIC 4
Reach / Amplification


This is the number of
potential people who may
see your content
THAT’S ALL, FOLKS!

THANKS FOR YOUR
TIME!

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Case studies on successful online marketing strategies by B2B organizations

Notas del editor

  1. Including calls to action on many pages so viewers are continually thinking about what your company can do for them.
  2. Including calls to action on many pages so viewers are continually thinking about what your company can do for them.
  3. , 25 percent of mobile Web users never or infrequently use the desktop to search the web. - http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobile-only
  4.  companies that blog get 55% more visitors to their websites than companies that don’t blog - Hubspot
  5.  companies that blog get 55% more visitors to their websites than companies that don’t blog - Hubspot
  6.  ties in with the look and feel of your website
  7.  ties in with the look and feel of your website
  8.  ties in with the look and feel of your website
  9.  ties in with the look and feel of your website
  10.  ties in with the look and feel of your website
  11. Provide an opportunity to create a community around your company through interaction with the people who are interested in you.
  12. Help you remain on people’s radars by posting status updates, media, blog posts, and information about your company regularly.
  13. E.g. superbowl ads
  14. Bid smart
  15. Bid smart
  16. Bid smart
  17. Bid smart
  18. Website: Site visitors, page views, pages per visit, average time on the site, bounce rate, top landing and exit pages, top content, leads & conversions.Blog: Subscribers, views / visitors, conversions, comments, clicks, rank, inbound links, social media shares.SEO: Page rank, # of indexed pages, # of inbound links, # of keywords sending traffic to your site, long-tail keyword rank & opportunities.Email Marketing: # sent, bounces, spam reports, opt-outs, opens, clicks, forwards.Social Media: # of likes, followers, connections, etc., growth, engagement, momentum, results.
  19. Website: Site visitors, page views, pages per visit, average time on the site, bounce rate, top landing and exit pages, top content, leads & conversions.Blog: Subscribers, views / visitors, conversions, comments, clicks, rank, inbound links, social media shares.SEO: Page rank, # of indexed pages, # of inbound links, # of keywords sending traffic to your site, long-tail keyword rank & opportunities.Email Marketing: # sent, bounces, spam reports, opt-outs, opens, clicks, forwards.Social Media: # of likes, followers, connections, etc., growth, engagement, momentum, results.
  20. http://www.seomoz.org/blog/socialsuccess-an-inbound-marketing-case-study-for-b2b
  21. http://www.seomoz.org/blog/socialsuccess-an-inbound-marketing-case-study-for-b2b
  22. http://www.seomoz.org/blog/socialsuccess-an-inbound-marketing-case-study-for-b2b
  23. http://www.seomoz.org/blog/socialsuccess-an-inbound-marketing-case-study-for-b2b
  24. http://outspokenmedia.com/seo/content-based-outreach-for-link-building/
  25. http://outspokenmedia.com/seo/content-based-outreach-for-link-building/
  26. http://outspokenmedia.com/seo/content-based-outreach-for-link-building/
  27. http://outspokenmedia.com/seo/content-based-outreach-for-link-building/
  28. http://outspokenmedia.com/seo/content-based-outreach-for-link-building/
  29. http://outspokenmedia.com/seo/content-based-outreach-for-link-building/
  30. http://outspokenmedia.com/seo/content-based-outreach-for-link-building/
  31. Original content that was created from scratch
  32. Original content that was created from scratch
  33. Original content that was created from scratch
  34. Original content that was created from scratch
  35.  These are round-up style posts.
  36.  These are round-up style posts.
  37.  These are round-up style posts.
  38.  These are round-up style posts.
  39.  These are round-up style posts.
  40.  These are round-up style posts.
  41. Launched in Jan 2012
  42. Typical traffic – 1M visits per day
  43. http://www.marketingsherpa.com/article/case-study/6-steps-to-fill-up
  44. http://www.marketingsherpa.com/article/case-study/6-steps-to-fill-up
  45. http://www.marketingsherpa.com/article/case-study/6-steps-to-fill-up
  46. http://www.marketingsherpa.com/article/case-study/6-steps-to-fill-up
  47. http://www.marketingsherpa.com/article/case-study/6-steps-to-fill-up
  48. http://www.marketingsherpa.com/article/case-study/6-steps-to-fill-up
  49. http://www.marketingsherpa.com/article/case-study/6-steps-to-fill-up
  50. http://www.marketingsherpa.com/article/case-study/6-steps-to-fill-up
  51. http://www.marketingsherpa.com/article/case-study/6-steps-to-fill-up
  52. http://www.marketingsherpa.com/article/case-study/6-steps-to-fill-up