Key Concepts related to Successful Digital B2B Marketing

1. Curso Superior de Marketing en Internet
Digital B2B Marketing
Why It’s Important for You, and for Your B2B Strategies
An Introduction, with Key Concepts
Paul Fleming, President
BARCELONA VIRTUAL
Monday, 15 April 2013

2. Curso Superior de Marketing en Internet
 Nice to Meet You
 Degree in Advertising and Marketing,
University of Washington, USA
 Ex-Marketing Manager for Russia
& Eastern Europe, Microsoft
 Founder of Barcelona Virtual,
Spain’s first interactive agency,
18 years ago…

3. Curso Superior de Marketing en Internet
WHAT WE WILL COVER TODAY
Monday, 15 April 2013
 Conversation 1: What Is B2B?
 The Reality of A Small Business Owner
 Why Digital Marketing Is Key for B2B
 The State of Digitalization in Spain
 Five Keys to Success for Digital B2B Marketing
 Conversation 2: Three More Tips
 Case Studies of Interest
 The Future: Working in 2020
Photo credits: coririzzo.numismaticpro.net

4. Curso Superior de Marketing en Internet
 “What Exactly Is „B2B‟?”
Photo credits: andybudd.com

5. The Reality of A SME* Owner
Big Dreams, Small Resources
Photo credits: Rubén B. / Bernadette Szekely on sxc.hu * SME= Small and Medium-Sized Enterprise

6. Curso Superior de Marketing en Internet
Redefining „Success‟

7. Curso Superior de Marketing en Internet
What Concerns Them Most?
SME Owners Worry About…
Rising Taxes
Managing Costs
Managing Pricing
Uncertainty
Failing B2B Clients

8. Curso Superior de Marketing en Internet
What Strategies Do They Adopt?
SME Owners Respond By…
Customer Loyalty
Using Technology
Personalising
Flexibility
Sustainability

9. Curso Superior de Marketing en Internet
Information Saturation Is A Key Challenge
The B2B Customer · The Personal Cybersphere
The 4 Rs of the Personal Cybersphere
© 2001, Paul Fleming | Recognition, Response, Respect, Relationship

10. Curso Superior de Marketing en Internet
Technology Is Changing User Habits
The B2B Customer · Her 2013 Universe
Photo credits: sheknows.com

11. Curso Superior de Marketing en Internet
Digital Marketing
Why It‟s Key for B2B Marketing
Interactive
Personalised
Instantaneous
Omnipresent
Measurable
Social & Human
Photo credits: http://tastemakerflavor.com/blog/tag/old-school-advertising

12. Curso Superior de Marketing en Internet
Digital Marketing
Why It‟s Key for B2B Marketing
more sales
MORE
savings
PLUS roi
wom
POINTS r&d

13. Curso Superior de Marketing en Internet
Digital Marketing
The State of Digitalization in Spain
70% 97% 78%
spaniards businesses socialnets
connected connected used daily
45% 45% 90%
no online no profile no adverts
in their strategy in social media in SEM campaigns
SOURCES La Sociedad de la Información en España 2012, published by Fundación Telefónica
01/2013 | “Barómetro sobre la Digitalización de la PYME”, by Plenummedia (04/2013)
Photo credits: worldkentucky.org

14. Curso Superior de Marketing en Internet
Digital Marketing
The State of Digitalization in Spain
Spain,
leader in
smartphones

15. 5 Keys
 to Success
For Digital B2B Marketing

16. Curso Superior de Marketing en Internet
5 Keys
“A fundamental power shift
is occurring. Everywhere, people
are getting together and using
Internet… and they are turning
everything upside down.”
to Success
“Ocurre un traslado
fundamental de poder.
En todas partes, la gente
se está reuniendo y,
usando Internet, están
rompiendo los esquemas
de todo...”
Pierre M. Omidyay, eBay
Fundador y Consejero Delegado
Founder and Chairman of the Board

17. Curso Superior de Marketing en Internet
1
The Old, Obsolete Paradigm
Paradigm shift
A B

18. Curso Superior de Marketing en Internet
1
The New, 21st Century Paradigm
Paradigm shift
Créditos imagen: hypnosisdevon.co.uk

19. Curso Superior de Marketing en Internet
2 The “4 F‟s” of Online Marketing
FLOW FUNCTIONALITY FEEDBACK FANS
Credits: Some of the ideas behind the 4Fs gratefully come from Jim Sterne’s classic, “Worldwide Web Marketing”, 1995

20. Curso Superior de Marketing en Internet
3 The AIDA Model
ATTENTION
INTEREST
DESIRE
ACTION!
Créditos imagen operaadventuress.blogspot.com

21. Curso Superior de Marketing en Internet
4
The Pareto Principle, The 20/80 Rule
Your Most Profitable Client
“ 20% of your customers
cause 80% of your
business‟ turnover ”
Créditos http://4lifebuga.blogspot.com

22. Curso Superior de Marketing en Internet
4
Meet Wally!*
Your Most Profitable Client
Focus on cultivating
“Relevant Relationships”
with your Wallys:
they buy again & again,
recommend you & * ‘Charlie’ in France
allow you know them ‘Waldo’ is a © Copyright
of his author Martin Handford

23. Curso Superior de Marketing en Internet
4
The Power of “Radio RFM”
Your Most Profitable Client
R Recency
F Frequency
M Monetary Value

24. Curso Superior de Marketing en Internet
5
“I See You!”
Oel ngati kameie
Do you really „SEE‟
your most important
customers?
Créditos http://www.learnnavi.org

25. 3 More Tips
 Conversation 2
Just Do It!

26. Curso Superior de Marketing en Internet
Tip #1 · Discover the Power of Cluetrain
“Markets are
Conversations”
key concepts:
voz adn
Read It! www.cluetrain.com
Créditos imagen: http://www.jewishjournal.com

27. Curso Superior de Marketing en Internet
Tip #2 · Speak with the Voice of Your Customer
Think just as your
best Clients do

28. Curso Superior de Marketing en Internet
Tip #3 · Digital Lifestyle
Look for the best moment
and digital channel for contact

29. Curso Superior de Marketing en Internet
Tip #3 · Digital Lifestyle: Adieu, Keyboard!
The Weather Report
Jotting Down A Reminder
Sending An E-Mail
Checking Stock Markets
Calling Your Mother!
Photo credits: Pinterest, http://pinterest.com/pin/357332551653960125/ and real Siri use

30. Curso Superior de Marketing en Internet
 Conversation 2
Who do you think Chris’
B2B “Wallys” are?
Why is knowing their
Digital Lifestyle important?
How can he capture their
Attention?
In what ways could Chris
express “Oel ngati kameie” to
his most important B2B clients?

31. Case Studies
 of Interest
Digital B2B Marketing

32. Curso Superior de Marketing en Internet
Case Studies of Interest #1
Online Communities · Vertical Business
In the first year, Kinaxis saw a
270% increase in web traffic to
Kinaxis.com and a 320% increase
in conversions (customer leads),
as a direct result of introducing the
community. From a business
momentum perspective, Kinaxis
achieved double-digit growth in
its software subscription revenue.
Supply Chaim Expert Community of Kinaxis
https://community.kinaxis.com/welcome
http://mashable.com/2010/11/04/b2b-social-marketing-strategies

33. Curso Superior de Marketing en Internet
Case Studies of Interest #2
Lead Generation · Using Digital Video
The campaign increased leads to
Regus' Manhattan locations by
30%, directly resulting in a 114%
increase in revenue compared to
the same time period in the previous
year. Furthermore, there was a 33%
percent conversion rate on leads
generated through the New York
landing page.
Need A New Office? · Regus
http://www.youtube.com/watch?feature=player_embedded&v=dC8lUnSWtfA
http://mashable.com/2010/11/04/b2b-social-marketing-strategies

34. Curso Superior de Marketing en Internet
Case Studies of Interest #3
Podcasts · Go to the Gym, Jog with Wally!
If you know Wally, your most
profitable 20%, you will soon realise
that he has a life outside the office.
Knowing his/her Digital Lifestyle
might give you fresh ideas to help
keep your Brand close to these
key decision makers. The music
playlist of clothing retailer
Abercrombie & Fitch is legendary,
appealing to both B2C and B2B
customers. Digital streaming
platforms such as Spotify could
be perfect channels.
Music to My Ears · Abercrombie & Fitch
http://http://eu.abercrombie.com
Photo credit: emm-a-man.com

35. Curso Superior de Marketing en Internet
Case Studies of Interest #4
Blogging · Loyalty and SEO Rankings
According to Mashable.com, since
creating their Blog, as well as
Social Media channels, the E-Mail
Marketing provider Delivra has
seen a 70% increase in inbound
leads, as compared to the prior
year, and its SEO rankings for
major keywords have jumped over
20 pages in one year.
Tips to Make Your E-Mail Marketing Work · Delivra
http://www.delivra.com/blog
http://mashable.com/2010/11/04/b2b-social-marketing-strategies

36. Curso Superior de Marketing en Internet
Case Studies of Interest #5
Events Marketing · More Reach & Value, Online
Tu Fábrica de Eventos is a
Spanish start-up based in Madrid
that offers B2B customers a turn-
key solution for the management
all of their Events Marketing needs.
Turn-key Solutions for Creating Events · Tu Fábrica de Eventos
http://www.tufabricadeventos.com

37. Curso Superior de Marketing en Internet
Case Studies of Interest #6
Social Media · Twitter, the Perfect PR Channel
Journalists are especially
attentive to Twitter as a real-time
news channel. This is perfect for
SMEs with limited Marketing
budgets who have the foresight to
cultivate relationships with these
key Opinion Leaders.
Photo credit: Hightalk.net

38. The Future
 working in 2020

39. Curso Superior de Marketing en Internet
The Future: Working in 2020
Are You Ready
for this Business
World?
http://www.youtube.com/watch?v=jZkHpNnXLB0

40. Curso Superior de Marketing en Internet
 The Internet has created a new paradigm
 We’ve learned…
we need to keep in mind: Your Network
 The correct focus (that produces results!)
is to deeply know and implicate your loyal 20%.
 Principal obstacles are generally not technical,
but rather, human:
- Saturation – „No time‟ – Lack of relevance
 In addition to profesional rigor and an “eye for detail”
I would add the slogan "People First".
Your job: help your customers succeed.
Show them you truly “see” them.
Successful Digital B2B Marketing will always
create profitable “Relevant Relationships”.

41. Merci bien

42. Curso Superior de Marketing en Internet
Guys,
See you on the Net!
@pwfleming
@pwflemingspirit
@BVirtualTweets