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The new rules of B2B Marketing

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The presentation discusses how B2B marketing is being revolutionised. As your buyer's shift they way they buy, you need to shift the way your market and sell.

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The new rules of B2B Marketing

  1. 1. Welcome
  2. 2. Trends in B2BMarketingChris Fell, Managing Director,g2m SolutionsPrepared for: Client nameBy Chris Fell P: 0402 340 250 E:
  3. 3. From interruption to attraction based marketing 02 3456 789 Annoying Salesperson 3
  4. 4. B2B Marketing is shifting Outbound Inbound Interruption based Attraction based Talking or shouting Listening Push Pull Business generated User generated Press releases, tradeshows, print ads Blog posts, high value digital content, and collateral LinkedIn, twitter Building websites Building communities Sales cycle Buying cycle 4
  5. 5. The Growing Lead Chasm • Self educating buyers • Salespeople now operate in last 1/3rd of funnel • Marketing: must evolve from lead generation to lead nurturing 5
  6. 6. Implications for B2B Marketers • Engage AND nurture • The 5 steps to building a prospect engine 6
  7. 7. Buyer’s buy when they have a problem The Buyer’s Journey• Untroubled & Step 2 • Define need Step 4 • Rationalise Step 6 • Engage unaware • Acknowledge • Receive offers options • Select first business pain choice Step 1 Step 3 Step 5 Step 7 Source: MathMarketing 7
  8. 8. Develop messages that reflect your buyer’s thinking • “I don’t see I have a problem & btw who are you?” • “I recognise I do in fact have a problem” • “I have defined what I need to solve• Untroubled & unaware Step 2 • Acknowledge business • Define need Step 4 • Receive offers • Rationalise options Step 6 • Select first choice • Engage this problem” pain Step 1 Step 3 Step 5 Step 7 • “I’m evaluating a number of solutions that could work” • “How do I know your solution will work? And how do I justify this investment?” • Has my investment paid off, should I continue as a customer? 8
  9. 9. Sorry...but its not all about you! 9
  10. 10. Step 2: Content Marketing & the buyer’s journey • Content maps • Real value • Leverage • The extended ecosystemHug your content! 10
  11. 11. Step 3: Do you have a unified “go to market” funnel?• From first contact to loyal customer, one single view of the funnel...the buyer’s funnel• Align your sales & marketing effort...the data shows its worth it, you will have: • 5.4% growth • 38% more leads • 36% greater retention• Establish the “funnel maths” for the combined go to market funnel • Establish the volume of marketing activity required at each stage • Include lag and leakage • Marketing and sales jointly own the funnel o Targets o KPIs o Definitions & Processes 11
  12. 12. A unified “go to market” buyers funnel 50,000 interactions with target audience 5,000 Acknowledge Pain 90% 500 Show Interest 90% Leakage 100 Define need 80% 25 Looking at solutions 75% 20 May purchase 25% 15 buy!25% 12Month 1 Buying Cycle Lag Month 9
  13. 13. Step 4: Process & tools, Building the lead engine Get Found Analyse Inbound Create & Marketing content improve Engine Nurture leads 13
  14. 14. Functional Integration saves money and time Email SEO ,on and off Landing Page Social media Blog Analytics marketing, lead CMS Expertise page building monitoring nurturing 14
  15. 15. Inbound Marketing: Compete with the big dogs! 15
  16. 16. ROI of Hubspot HubSpot’s State of Inbound MIT study shows: HubSpot users Marketing report shows: businesses experienced lead increases ranging from 25% up to that focus on inbound-marketing have a 61% lower 760% within 5 months cost per lead than those that don’t. 16
  17. 17. Step 5: Resources and skills to execute “To Insource or Outsource, that is the question” • Economic – what’s the fully loaded cost of mid level marketer? • Flexible – can you turn the dial up or down as campaign workload dictates? • Risk management – Can you find and retain staff, what do you do if your marketing person quits just before a major campaign? 17
  18. 18. Step 5: Resources and skills • Realistically, do you have access to a broad range of skill sets required to plan develop and deliver a lead generation engine? o Strategy Planning, Go to market funnel model building, Campaign planning, Project management o Website copywriting, Landing page writing, Call to action writing o Content strategy Content audit, Content planning, High value content writing (white papers ebooks etc), Blog writing o SEO Keyword research, SEO Link analysis, SEO Page analysis o Lead nurturing, Email marketing, Lead database management o Social media monitoring and participation, o On line event production, organisation and registration o ROI Analysis and management reporting, Blog analytics, Reach analytics, Competitive analytics 18
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  20. 20. Thank you
  21. 21. Inbound Marketing creates leverage 21