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Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B

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B2B Marketing
The Fundamentals

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B2B Marketing Interactive Presentation
• X3 topics
• Short presentation on each topic
• Round table question answering/dis...

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B2B Marketing Interactive Presentation
• Have fun
• Don’t be afraid to speak out and share
• Try not to interrupt
• Keep t...

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Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B

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If you couldn't make our B2B Marketing Fundamentals workshop at Marketing Week Live, or just want a refresher, check out our slides on the following topics:

• Revolutionising your B2B digital marketing strategy to create leads and revenue generation opportunities
• Using digital content marketing techniques to bolster leads and enhance conversion
• The role of social media in your B2B marketing strategy to support the sales funnel

If you couldn't make our B2B Marketing Fundamentals workshop at Marketing Week Live, or just want a refresher, check out our slides on the following topics:

• Revolutionising your B2B digital marketing strategy to create leads and revenue generation opportunities
• Using digital content marketing techniques to bolster leads and enhance conversion
• The role of social media in your B2B marketing strategy to support the sales funnel

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Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B

  1. 1. B2B Marketing The Fundamentals
  2. 2. B2B Marketing Interactive Presentation • X3 topics • Short presentation on each topic • Round table question answering/discussion in tables • Feedback to the room • Findings and slides will be sent via email post presentation Format for today
  3. 3. B2B Marketing Interactive Presentation • Have fun • Don’t be afraid to speak out and share • Try not to interrupt • Keep to timings so we get to include everything Rules of engagement
  4. 4. B2B Marketing Interactive Presentation
  5. 5. B2B Marketing Interactive Presentation About your speakers Kirsty Dawe, Managing Director @KirstyDawe1 Ash Chandler, Head of MA & Digital @_Ash_Chandler Chris Manns, Planning & Insight Director @chrismanns
  6. 6. Revolutionising your B2B digital marketing strategy to create leads and revenue generating opportunities Chris Manns B2B Marketing Interactive Presentation
  7. 7. B2B Marketing Interactive Presentation
  8. 8. B2B Marketing Interactive Presentation Big Data Big Data
  9. 9. B2B Marketing Interactive Presentation Collecting data Contextual Demographic / Firmographic Behavioural
  10. 10. B2B Marketing Interactive Presentation Personalisation
  11. 11. B2B Marketing Interactive Presentation Driving you into the funnel with recommended and relevant content
  12. 12. B2B Marketing Interactive Presentation Attribution Marketing Automation Platforms: Dedicated Attribution Software:
  13. 13. Attribution modelling example Outbound Email Nov-16 LinkedIn InMail Jan-17 Feb-17 Mar-17 Linked In PPC Jan-17 Results Conversions: 500 Revenue: £325,000 Whitepaper + Telemarketing B2B Marketing Interactive Presentation
  14. 14. Attribution modelling example Outbound Email Nov-16 LinkedIn InMail Jan-17 Whitepaper Feb-17 Telemarketing Feb-17 Linked In PPC Jan-17 200 50 75150Conversions 40% 10% 15%30%Conversion Split 5% 2500% 2067% 758%875%ROI 190% 42.96% 10.65% 6.51%30.07% Contribution to profit % 9.81% B2B Marketing Interactive Presentation Results Conversions: 500 Revenue: £325,000 50% 15% 10%20%Actual Attribution 5% 25
  15. 15. Question: What are your biggest attribution challenges? How do you overcome them in your organisation? B2B Marketing Interactive Presentation
  16. 16. Using digital content marketing techniques to bolster leads and enhance conversion Ash Chandler B2B Marketing Interactive Presentation
  17. 17. B2B Marketing Interactive Presentation Content shock!
  18. 18. 10x content B2B Marketing Interactive Presentation
  19. 19. B2B Marketing Interactive Presentation • A great user experience on any device • Combination of high quality, trustworthy, useful, interesting, and remarkable • A completely unique angle or subject and delivery method • Invoke an emotional response and connection with the buyer • Has use value and solves a problem or answers a question 10x content
  20. 20. B2B Marketing Interactive Presentation 10x content example (video on next slide)
  21. 21. B2B Marketing Interactive Presentation The key to outstanding content – deep buyer insight
  22. 22. B2B Marketing Interactive Presentation The key to outstanding content – lifecycle marketing
  23. 23. Question: How do you decide which digital formats to use and which to lose? Are cutting edge content formats too costly and risky or do risks need to be taken to be noticed? B2B Marketing Interactive Presentation
  24. 24. The role of social media in your B2B marketing strategy to support the sales funnel Kirsty Dawe B2B Marketing Interactive Presentation
  25. 25. B2B Marketing Interactive Presentation Social is essential to the sales funnel Brand Lead generation Influencer marketing
  26. 26. B2B Marketing Interactive Presentation Your email database is decaying
  27. 27. B2B Marketing Interactive Presentation It’s going to get worse… 60%of Millenials say they are open to moving jobs 15%higher than the previous generation
  28. 28. B2B Marketing Interactive Presentation When people move their social profile remains
  29. 29. B2B Marketing Interactive Presentation Does your social strategy fit with your sales KPI’s? Right followers – building lists and measuring followers against these Are they engaging with your content? What social actions are they taking as part of the nurture process which moves them further down the sales funnel?
  30. 30. B2B Marketing Interactive Presentation Is your social strategy aligned with sales?
  31. 31. Question: Where are you seeing the biggest impact from social in B2B? What strategies are you using successfully to measure this? B2B Marketing Interactive Presentation
  32. 32. Thank you for your participation!

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