A Clear-Cut & Effective B2B Digital Strategy: Throw Your Digital Energy In The Right Direction

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Presentation from the B2B Conference in London on 23rd october 2014. Focused on digital marketing and the shift towards inbound vs outbound marketing

Empresariales

A Clear-Cut & Effective B2B Digital Strategy:
Throw Your Digital Energy In The Right Direction
Sarah Goodall (@sarahgoodall)
October 2014

Today…
An Example Of
A Unified Digital
Campaign
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 2

A Little About My Professional Background…
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 3

A Little About SAP….
HR SALES,
SERVICE,
MARKETING
FINANCE PROCUREMENT
Mobile Cloud Premise
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 4

Digital Technology Is Changing The Way We Buy
Those Habits Are Transferring To B2B Purchases
We naturally seek…
Research – Recommendations – Reviews
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 5

The B2B Buyer Journey Has Changed
60% - 90% Of The Journey Is Complete Before Vendor Considered
60%
Through decision
making process
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 6

The Digital Landscape In B2B
Source: The 2014 B2B Buyer Behaviour Study
40%
…Said they waited
longer than a year to
initiate contact with
a vendor
68%
…Agreed that the
number of sources
used to research
and evaluate
purchases has
increased
64%
…Said the winning
vendor’s content had
a significant impact
on their buying
decision
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 7

The Classic Funnel Has Changed
From Linear Progression…
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 8

The Classic Funnel Has Changed
…To A Complex Digital Journey
B2B buyer engage with 11.4 pieces of content before making a
purchase and will find 3 pieces of content about a vendor for
every 1 piece that marketing can publish or sales can deliver
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 9

Funnel Of Engagements
Moving Via The Digital Funnel
(TOP)
(MIDDLE)
(BOTTOM)
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 10

Marketing Has To Change
Inbound Vs Outbound – Pull Vs Push – Digital Vs Traditional
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 11

Unified Digital Strategy
Paid – Owned – Earned: Integrated Mix With Content At The Core
Paid Media Owned Media
Advertising €
Earned Media
• Paid Search
• PPC
• Banner Ads
• Sponsorships
• Contextual
Source: Daniel Goodall (Nokia)
• Employees
• Customers
• Partners
• Influencers
• Website – optimised
for mobile
• Blog
• Branded social
channels
• Direct Email
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 12

Overlaying Campaigns To The Digital Strategy
Quarterly Process Driven By Social Listening
Social
Listening
Paid Media Owned Media
Content
2
3
Earned Media Social
Listening
Amplify Out
Social
Listening
Amplify Out
Amplify Out
1
4 Measure
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 13

Employee Social Enablement & Amplification
Get Social @SAP
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 15

Digital Approach:
Basic Campaign Structure
LISTEN CONTENT AMPLIFY MEASURE
No
Relevant
CTA Offer
Identified Create
Landing
Page
Social
Listening
3x Blog
Posts
Measure
Digitally Ready
Content?
Yes
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 16

Summary
Consider
employees as
an amplification
channel
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 17

Thank you
Twitter: @sarahgoodall
Blog: www.sarahgoodall.com
LinkedIn: www.linkedin.com/in/sarahgoodall
© 2014 SAP AG or an SAP affiliate company. All rights reserved.

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Innovation Management Frameworks: Your Guide to Creativity & Innovation

Operational Excellence Consulting

[To download this presentation, visit: https://www.oeconsulting.com.sg/training-presentations] This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants. Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes. This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals. INCLUDED FRAMEWORKS/MODELS: 1. Stanford’s Design Thinking 2. IDEO’s Human-Centered Design 3. Strategyzer’s Business Model Innovation 4. Lean Startup Methodology 5. Agile Innovation Framework 6. Doblin’s Ten Types of Innovation 7. McKinsey’s Three Horizons of Growth 8. Customer Journey Map 9. Christensen’s Disruptive Innovation Theory 10. Blue Ocean Strategy 11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map 12. Design Sprint Framework 13. The Double Diamond 14. Lean Six Sigma DMAIC 15. TRIZ Problem-Solving Framework 16. Edward de Bono’s Six Thinking Hats 17. Stage-Gate Model 18. Toyota’s Six Steps of Kaizen 19. Microsoft’s Digital Transformation Framework 20. Design for Six Sigma (DFSS) To download this presentation, visit: https://www.oeconsulting.com.sg/training-presentations

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A Clear-Cut & Effective B2B Digital Strategy: Throw Your Digital Energy In The Right Direction

1. A Clear-Cut & Effective B2B Digital Strategy: Throw Your Digital Energy In The Right Direction Sarah Goodall (@sarahgoodall) October 2014

5. Digital Technology Is Changing The Way We Buy Those Habits Are Transferring To B2B Purchases We naturally seek… Research – Recommendations – Reviews © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 5

6. The B2B Buyer Journey Has Changed 60% - 90% Of The Journey Is Complete Before Vendor Considered 60% Through decision making process © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 6

7. The Digital Landscape In B2B Source: The 2014 B2B Buyer Behaviour Study 40% …Said they waited longer than a year to initiate contact with a vendor 68% …Agreed that the number of sources used to research and evaluate purchases has increased 64% …Said the winning vendor’s content had a significant impact on their buying decision © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 7

9. The Classic Funnel Has Changed …To A Complex Digital Journey B2B buyer engage with 11.4 pieces of content before making a purchase and will find 3 pieces of content about a vendor for every 1 piece that marketing can publish or sales can deliver © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 9

12. Unified Digital Strategy Paid – Owned – Earned: Integrated Mix With Content At The Core Paid Media Owned Media Advertising € Earned Media • Paid Search • PPC • Banner Ads • Sponsorships • Contextual Source: Daniel Goodall (Nokia) • Employees • Customers • Partners • Influencers • Website – optimised for mobile • Blog • Branded social channels • Direct Email © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 12

13. Overlaying Campaigns To The Digital Strategy Quarterly Process Driven By Social Listening Social Listening Paid Media Owned Media Content 2 3 Earned Media Social Listening Amplify Out Social Listening Amplify Out Amplify Out 1 4 Measure © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 13

14. Employees As Brand Advocates The Rising Importance Of This Channel 2x An employee advocate is 2 x more trusted than a CEO. 10x Employees have 10 x more social connections than a brand does. 8x Content shared by employees receives 8 x the engagement of content shared by brand channels Source: Social Chorus © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 14

16. Digital Approach: Basic Campaign Structure LISTEN CONTENT AMPLIFY MEASURE No Relevant CTA Offer Identified Create Landing Page Social Listening 3x Blog Posts Measure Digitally Ready Content? Yes © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 16

A Clear-Cut & Effective B2B Digital Strategy: Throw Your Digital Energy In The Right Direction

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A Clear-Cut & Effective B2B Digital Strategy: Throw Your Digital Energy In The Right Direction