How is Digital Marketing for B2B? What are the considerations to take into account to drive sales in this market? Do we have to treat different the target market than B2C? In this presentation we will cover the 4 most important stages to drive sales on B2B with Digital Marketing, focusing on the latest trends and technologies.

1. Connect
Engage
Measure
Convert
Connect + Engage + Measure + Convert
in a B2B environment
Maria Jose Serres
@mjserres

2. #MktgB2B
Many interesting articles/videos/infographics

3. Who am I?
• Maria Jose Serres
• Montevideo, Uruguay
• Degrees in Computer Engineering +
Marketing + Digital Marketing.
• First job with Internet in 1995.
• Worked in B2B most of my life from
development to consulting.
• I’m a Demand Generation Manager at PEER 1
Hosting
• Involved in the latest trends & technologies
related digital media.
linkedin.com/in/mjserres
@mjserres

4. WHY?

6. Source: Digital Trends 2014 Adobe + Econsultancy

8. ARE YOU READY?

9. DEFINITIONS

10. B2B
• Business to Business
• Shift in communication but not totally
– From building emotional connections
– To problem solving
• Normally many points are touched before a
decision is made

11. B2B
B2C
Markets
B2B markets are generally small vertical
markets, often niche in size, comprised of
a few thousand sales prospects to maybe
as large as 100,000 prospects.
B2C markets that are typically large broad
markets of tens to thousands to millions
of sales prospects.
Sales Process
B2B sales require consultative selling
(selling based on understanding a client's
needs and developing a relationship of
trust) sometimes from a two-step level
sales organization including the sellers
sales force and a distribution sales force.
B2C sales are usually direct to the
consumer or involve a retailer. The sales
approach is a traditional product sell of
"convincing the consumer" they need the
product or service being sold.
Purchase Decision
The decision to purchase in B2B sales is
generally driven by need and budgets
therefore; it tends to be a very rationale
decision.
B2C purchase decisions tend to be made
based on want more than need or a
budget and therefore are triggered by
more emotional decisions.

12. But keep in mind…
“73% OF PEOPLE WHO READ B2B BLOGS
ARE PEOPLE.”
Tim Washer
Senior Marketing Manager Cisco
(Tweet this now, mention @timwasher)

13. Definitions
Connect
Reach our
target market,
call the
attention, be
relevant.
Engage
Allow our
target market
to act, give
them good
call to actions.
Measure
Convert
Stats behind
everything,
Generate
show our ROI, leads & sales.
assess your
activities.

14. CONNECT

15. The issue

16. Connect
• It’s about being with the right message, at the
right time when the target market needs us.
• There are many channels to use, identify your
target market to see what they use and what
is relevant for them.

17. Timing

18. Be there. Be relevant. Be optimized.

19. Be there… when they look for us

20. ..and when they don’t
“80% of the traffic on your web site is not from people who will necessarily buy
anything. The challenge is engaging with those visitors who are interested in your
product but are still in the evaluation process.”
Chris Golec, Founder and CEO of Demandbase

21. Be there everywhere is needed

22. Be relevant with what you show
Sony Play Station: Case Study by SalesForce

23. Be relevant. Talk their language

24. Be optimised.

25. NOW THAT WE HAVE REACHED
OUR TARGET MARKET…
…what’s next?

26. “STOP THINKING ABOUT CAMPAIGNS
AND START THINKING ENGAGEMENT.”
Lori Wizdo, Forrester Research

27. ENGAGE

28. Engage
• Engage is about motivation:
– How to motivate people to engage with us?
– Why they would like to engage with us?
– What do we have to give them in return?
• Call to actions:
– What are the ways to engage with them?

30. Example 100% online, multiple channels

35. MEASURE

36. What to measure?
•
•
•
•
•
•
•
•
•
Visits
Clicks
Campaigns
Sources
Conversions
Bounce rate
Time on page
Pages visited
Flow
• ROI
• Lifecycle Metrics
• Lead Generation Metrics
Whatever you need for your
specific objectives/target
market/campaigns

37. What to measure?

38. Example
• http://demand.eloqua.com/LP=4047?elqoffer
=GartnerMQ_ZO&elqchannel=google&sls=PPC
Search_Google_2013&WWMK13054108MPP0
02

39. What you’ll see when you measure?

40. Identify the most visited pages

41. Identify where your prospects are

42. Customer Journey

43. Not only with Google Analytics

44. Conversion measurement

45. CONVERT

47. Conversion is about …
• Generate leads
• Generate sales
• Doing the connection and engagement well
• Continue the engagement (remarketing)

48. When they Convert?
• You define it…and measure it
– Downloads
– Chats
– Calls
– Webforms
– Purchases
– Page Views
– Visits
–…

49. HOME MADE CASE

51. Summary
Connect
Reach our
target market,
call the
attention, be
relevant.
Engage
Allow our
target market
to act, give
them good
call to actions.
Measure
Convert
Stats behind
everything,
Generate
show our ROI, leads & sales.
assess your
activities.

52. Resources
http://b2bdigital.net/ http://b2bmarketing.bizo.com/LP=55 http://blog.eloqua.com/buyer-journey-infographic
http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey
http://mashable.com/2013/04/01/b2b-marketing/ http://socialmediatoday.com/socialbarrel/1650226/second-largest-searchengine-infographic http://success.adobe.com/en/uk/programs/products/digitalmarketing/1401-30364-econsultancy-digitaltrends.html http://wptribe.net/top-5-google-analytics-reports/ http://www.adampacitti.com/employadam.html
http://www.bizible.com/blog/bid/357476/Introducing-AdWords-ROI-Reporting-for-Salesforce
http://www.business2community.com/social-media/social-media-marketing-in-the-b2b-arena-still-needs-improvementinfographic-0468185 http://www.collaborativegrowthnetwork.com/blog/bid/94881/9-More-Reasons-to-Invest-in-InboundMarketing http://www.demandgenreport.com/industry-topics/demand-generation-strategies/2484-b2b-marketers-ramp-upretargeting-strategies.html http://www.executiveboard.com/exbd-resources/content/digital-evolution/pdf/CEB-Mktg-B2BDigital-Evolution.pdf http://www.iabuk.net/about/press/archive/uk-digital-adspend-up-125-to-almost-55bn
http://www.localsearchmasters.com/blog/how-to-perform-a-google-analytics-audit/ http://www.make-it-rain.co.uk/googleanalytics-get-dirty-data-useful-dashboards-help-analyse-data-quickly-effectively/ http://www.pardot.com/marketing-metrics/3insightful-marketing-metrics-you-should-be-tracking/ http://www.pcworld.com/article/2051368/4-simpler-alternatives-togoogle-analytics.html http://www.slideshare.net/BabcockJenkins/b2-bvsb2c
http://www.thedrum.com/news/2013/01/03/unemployed-graduate-turns-traditional-advertising-hiring-london-billboard-site
http://www.thedrum.com/news/2013/11/19/british-airways-unveils-digital-billboards-remind-customers-how-magical-flying-can
http://www.theguardian.com/media-network/adobe-partner-zone/digital-trends-marketing-2014
http://www.youtube.com/watch?v=WycoJMKzXZ4 http://www.youtube.com/watch?v=XnHBUuG-o18