How B2B Marketers Can Blend Traditional and Digital Tactics for Lead Generation
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The document summarizes research from MarketingProfs on effective B2B marketing tactics in 2011. Some key findings include: - B2B marketing budgets were bouncing back after dropping in 2008-2009, with many companies expecting increased budgets in 2011. - Generating leads and building brand awareness were top priorities. Traditional tactics were still widely used but online channels like webinars and search marketing were becoming more effective. - Content marketing strategies, including webinars and optimizing corporate websites, were seen as important ways to generate leads and build brands. Community engagement and influencer marketing were also growing tactics.
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How B2B Marketers Can Blend Traditional and Digital Tactics for Lead Generation
- 1. What Works in B2B Marketing? Insights from MarketingProfs’ latest research: What Works in 2011: B2B Marketing
- 2. Presenter Matthew T. Grant Managing Editor, MarketingProfs 15 Years in B2B marketing
- 3. The Research How were people bouncing back from 2008/2009? How were they allocating budget? What did they perceive as most effective?
- 4. High Level Findings: Budget Budgets Are Bouncing Back
- 5. High Level Findings: Budget Budgets dropped more in 2009 than 2008 46% saw budgets increasing in 2010 66% see increases for 2011
- 6. High Level Findings: Priorities Generating Leads and Building Brand Awareness are Top Priorities
- 11. High Level Findings: Tactics Value for Lead Gen Shifting
- 12. High Level Findings: Tactics Inside Sales and Telemarketing Tradeshows/Conferences Executive Breakfasts and Sponsored Events
- 13. High Level Findings: Online What about Online Channels?
- 14. High Level Findings: Online Most Effective Online Channels
- 15. High Level Findings: Online Webinars, Search Marketing, and Corporate Website ranked most highly effective Not deemed as highly effective as traditional channels
- 16. High Level Findings: Branding Drivers of Brand Awareness: Offline
- 17. High Level Findings: Branding Drivers of Brand Awareness: Online
- 18. High Level Findings: Branding Brand Awareness Traditional tactics remain important Inside Sales seen as improving Webinars seen as most effective online tactic Bumped websites to second place
- 21. Other Insights: Spend Spending Trends: Online
- 25. Other Insights: Marketing Automation Marketing Automation Adoption Still Slow Proliferation of channels and tactics Increasing complexity of marketing function Still, companies remain cautious
- 26. The Golden Rule Tactics must map to the buying cycle
- 27. Map to Buying Cycle Key focus of content marketing
- 28. Map to Buying Cycle Critical role of peer recommendation places emphasis on blogger outreach and influencer marketing
- 29. Map to Buying Cycle Lead nurturing grows in importance and with it the need for marketing automation Photo credit:Stuart Richards
- 30. Period of Transition B2B Marketers need to blend
- 31. What About ROI? Measurement remains essential yet challenging Photo credit: Annna
- 33. Content Marketing Increased spend on websites and webinars = Increased spend on content Photo credit: Nick Ares
- 34. Content Marketing Content marketing requires both strategy and resources (content producers) CurateSponsor
- 35. Content Marketing Content can be both “for” and “about” clients From: service.PRWeb.com
- 36. Content Marketing Beyond the White Paper Content is more than words Extend, repurpose, reuse
- 38. Community Engagement Identify the influencers Photo credit: Theogeo
- 45. Brand Awareness
- 46. Leads
- 47. Web Traffic
- 49. Final Thoughts Lead generation remains central to B2B marketing Some traditional tactics continue to deliver but need support from—and integration with—new tactics Importance of online research in buying process drives demand for content strategies The only “silver bullet” is experimentation
Hinweis der Redaktion
- Thank people for their time
- spending money on the things we need to do
- Sales/Telemarketing – holdingTradeshows – moved up in rankExec Bfast – most popular among big companies
- social networks seeing the biggest increasewebinars and webcasts cross the 50where spend is and perceived effectiveness don’t always jibe
- Still
- Or at least not as widely perceived to be effective47% see telemarketing as highly effective40% see tradeshows as highly effectivetheir very ubiquity
- Everything is in decline – PR slipping the most
- The interesting thing here is the influence on your company’s brand has moved off the homepage, so to speakAlso, email is starting to slip
- Touch and content
- Even though blogging isn’t ranked that highly
- Websites (47.8%), webinars (47.7%) and search marketing (47.5%) are among the top threeThe majority respondents plan to engage more with social networks such as Facebook and LinkedIn (62.9%), and blogs (53.7%) with Twitter close behind at 48.3%
- Social Media spend, while growing, still a fraction of totalChallenge is integrating the traditional tactics (inside sales, executive events) with emerging tactics (search marketing, blogging, online communities, etc.)
- Budget increases bring renewed scrutiny of ROITop line performance metrics (followers/site visits) waning in valueChallenge lies in linking tactics to specific buyer behaviorsHighlights need for tracking and automation
- Also, Printing for Less
- Think “Content Program”= White Paper + Webinar + Micro-sitePodcasts, video, gamesIntegration with sales
- Altium and Nanoboard3000 – you got to dig a littleForbes.com
- Easy way to get community going and find existing communitieslinkedin answers as a great biz dev tool, especially for agenciesVisitors who come to your site via linkedin tend to stay longer
- Hubspot
- 250K sale: Shoretel or Avaya - http://www.socialmediaexaminer.com/it-pays-to-listen-avayas-250k-twitter-sale/
- When seeking out influencers to help you achieve your marketing objectives, it’s important to understand what makes them truly influential. For example, a team of HP researchers found that the number of followers someone has on Twitter is a poor gauge of their real influence or how far their messages will travel. Instead, influence depends more on the extent to which an individuals’ followers, fans, friends, blog readers/subscribers, etc. revere, respond to, and act on their opinions and advice. Another way to formalize influence is to follow the lead of the marketing executives consulted by Brian Solis and the folks at Vocus when putting together their “Influencer Grudge Match” study. These executives cited the quality or focus of the individual’s network (60%), the quality of the content they share (55%), their capacity to cause measurable outcomes (55%) and the depth of their relationships (40%) as the factors that most contribute to making a person influential.