Secrets of powerful B2B communications| Ed Field - Maverick Marketing
B2B Marketing in an Automated World
1. B2b Marketing in an
automated world
Supercharging your
sales & marketing in
2013
2. Marina Lumley
@marinalumley
uk.linkedin.com/in/marinalumley
• Practitioner and trainer in Marketing Communication
strategy
Formerly integrated agency Board Director
• 18 years Marketing Experience
• CIM Faculty Member and Trainer
• Teaching in the digital & marketing space
3. Themes for today’s seminar
Connecting with Making a
today’s b2b measurable
challenges difference in
How technology 2013
can help
Can you really Embracing the role
impact your of Content
bottom line? Marketing
4. B2B challenges
1. Getting cut-through and delivering quality leads into the
business keeps getting harder
2. Traditional methods are under scrutiny by those signing
off the marketing budget and its harder to demonstrate
ROI
3. Digital marketing is seen now by many as the holy grail
of solutions – but its often a challenge to demonstrate
the ROI against actual sales
4. Prospects keep their distance for much longer now and
do their research without speaking to you
6. Search queries for Content
Marketing The Future?
Econsultancy & Outbrain Content Marketing Survey Report 2012.
1300 respondents: Clients, agencies and publishers
B2b Content marketing Trends – 2012 Survey Results. By Holger
Schulze, author of the blog “everything technology marketing”.
Sponsored by IDG Enterprise. 740 responders from a LinkedIn
community
8. 5 Supercharging
opportunities
Turn Email Marketing
Make time elastic into the most powerful
tool in your tool box
Create prospect Manage, score &
intelligence for sales & engage your leads
the ability to do their before sales get hold of
own marketing them
Measure your
marketing
effectiveness & ROI
better than ever before
9. 5 Supercharging
opportunities
Turn Email Marketing
Make time elastic into the most powerful
tool in your tool box
Create prospect Manage, score &
intelligence for sales & engage your leads
the ability to do their before sales get hold of
own marketing them
Measure your
marketing
effectiveness & ROI
better than ever before
11. 5 Supercharging
opportunities
Turn Email Marketing
Make time elastic into the most powerful
tool in your tool box
Create prospect Manage, score &
intelligence for sales & engage your leads
the ability to do their before sales get hold of
own marketing them
Measure your
marketing
effectiveness & ROI
better than ever before
12. 1. Good bye batch and blast
2. Personalisation a norm
3. Proactive, reactive, automa
tic
4. Automatic remarket
5. Testing par the course A power too
6. Fine tuned all to individual
customer behaviour
13. 5 Supercharging
opportunities
Turn Email Marketing
Make time elastic into the most powerful
tool in your tool box
Create prospect Manage, score &
intelligence for sales & engage your leads
the ability to do their before sales get hold of
own marketing them
Measure your
marketing
effectiveness & ROI
better than ever before
14. Acquire
Manage
Share & Participate
Engage
Engage
1. Marketing database & single customer view
2. Behavioural tracking
3. Score the engagement of your leads
4. Drive different communication and content to
leads based on place in buying cycle
15. 5 Supercharging
opportunities
Turn Email Marketing
Make time elastic into the most powerful
tool in your tool box
Create prospect Manage, score &
intelligence for sales & engage your leads
the ability to do their before sales get hold of
own marketing them
Measure your
marketing
effectiveness & ROI
better than ever before
16. Enhanced
intelligence &
1. Passed MQL leads
lead quality for
2. Full access to intel on
prospects behaviour & sales
interactions
3. Can generate own
campaigns
4. On Marketing’s radar
17. 5 Supercharging
opportunities
Turn Email Marketing
Make time elastic into the most powerful
tool in your tool box
Create prospect Manage, score &
intelligence for sales & engage your leads
the ability to do their before sales get hold of
own marketing them
Measure your
marketing
effectiveness & ROI
better than ever before
18. Ultimately drive a
stronger ROI from
1. Measure & attribute marketing
impact of each digital investment
channel on sales
2. One-stop-shop for
reporting –
personalised
dashboards
3. React-able sales
forecast
19. New opportunity to re-build your
strategy
Goals – the Establish the
business outcome. strategies – a
What do you want broad approach to
your 2. how you are going
1. Goals
communication to Strategies to achieve your
achieve goals
Define objective(s)
3. Develop tactics &
for each of your 4. Tactics
Objectives implementation
strategies
Specific: plan – the tools you
Measurable: are going to use to
Achievable: Realistic achieve your
:Timely objectives
20. Ultimately drive a stronger ROI
from marketing investment
1. Improving the quality of the marketing to
individual prospects
2. Improving the marketing
intelligence and enhance performance
3. Focus budget on what makes the most
impact to your bottom line
21. Marketing manager with minimum 5 years
experience required
– Solid level of communication experience across on-line, off-line
and non-line channels
– Experience managing data
– Capable of creating and sending out email campaigns
– Social media guru
– Able to write blogs, posts, tweet at will
– Creative – able to write copy and do design
– Technical – able to operate and integrate tools
– Great working with sales people
– Experience in setting exacting measurements for all activity
– Can demonstrate through previous experience – ROI, ROC, ROT
– Can increase my sales by 10% within the first 3 months of joining
team
– Will not ask for more resource for at least a year
22. • UK owned and based Marketing
Automation system
• Offers friendly support to run
marketing audits & workshops to
help you make the decision and
implement
• Built-in CRM as well as MA to ensure
maximum integration
• From sign up to launch within a week
as it’s a hosted solution
• Marketing / digital health – checks available this afternoon
• Simple Guide to Content Marketing www.target360/Content
• Simple Guide to Marketing Automation www.target360/MA
Hinweis der Redaktion
Very recently I was in New York and happened to be talking to a Canadian gentleman who was there with his sales team. They were on a bit of a jolly. They had flown in on 2 private jets (first indication of success). And I asked him what his business was – he said – scrap metal. Business to business clearly. He and his brother owned the company. I thought what the hell and I asked him what his turnover was. Just short of 2 billion Canadian dollars a year. This guy clearly knew what success looked like and I asked him how he achieved it. He said – it’s the 2%. 2% smarter at every point of our sales journey. (Marketing Automation gives the opportunity for multiple 2% along the journey) Come in Huston – we have a problem – in fact we have several. And I’m not which to fix? Are they all fixable? And what do I tackle first? So lets see if some of this resonates…
Goals = the broad outcomesStrategies = the approaches you will takeObjectives = the measurable steps to achieve the strategiesTactics = the tools you will useGoal: Win the war.Strategy: Surround Germany to choke off the resources that fuelled its military force.Objective: Invade France. This is measurable. You’ll know if you’ve succeeded and to what degree.Tactics: What will you use to do this? e.g. ships, planes, soldiers, etc.In summary: