How can B2B marketers leverage inbound marketing both to better “get found” and to improve their outbound campaigns? Presented by Richard Bush to the IAB in October 2009. Find more about Base One and Richard at the Base One Blog - www.baseonegroup.co.uk/beyond.

2. INTEGRATING INBOUND AND OUTBOUND B2B BUYER DIALOGUE How can B2B marketers leverage inbound marketing both to better “get found” and to improve their outbound campaigns?

3. Agenda Definitions The role of marketing 9 Key Challenges Summary

4. Definitions Outbound? Inbound? Social Media Advertising SEO Online PR Email Email sponsorship RSS Feeds PR DM Webinars Video content

5. Does it really matter? How much Inbound marketing do you really do? Blogging? Twitter? Linked-In Content marketing? … ?

6. Really? Source: B2B Barometer2009

7. Definitions According to Wikipedia: Inbound marketing is a style of marketing that focuses on getting found by customers… … In contrast to outbound marketing where they used to have to "buy their way in" (via paid advertisements).

8. So, are we changing from … FIND GET KEEP DEVELOP

9. … to … GET FOUND CONVERT KEEP DEVELOP

10. Traditional activity in decline Source: B2B Barometer 2009

11. New areas on the rise Source: B2B Barometer 2009

12. Buyer 2.0 “The Hunter has become the hunted?” In control Better informed Better connected More sceptical

13. What do we need to do to “get found”?

15. User-generated content …

16. ‘Bunny boiler’ – listen and learn

17. … or to … ENGAGE CONVERT KEEP DEVELOP

18. But engage with whom?

19. Time to change? Product Place Price Promotion Participation Customer Communities Contribution Conversation Conversion

20. Time to change? Campaigns Customer Communities Contribution Conversation Conversion

21. Our 9 Challenges 1 BRAND EXPERIENCE

22. Customer Experience first

23. Our 9 Challenges 2 1 BRAND EXPERIENCE UNDERSTANDING THE BUYERSPHERE

24. Understanding your Buyersphere

25. Our 9 Challenges 2 3 1 SEARCH MGT COMMUNITY MGT CONTENT MGT BRAND EXPERIENCE UNDERSTANDING THE BUYERSPHERE

26. Active Engagement

27. Active Engagement

28. Contributing

29. Integrating

30. Our 9 Challenges 4 2 3 1 SEARCH MGT COMMUNITY MGT CONTENT MGT BRAND EXPERIENCE WEB OPTIMISATION UNDERSTANDING THE BUYERSPHERE

31. Optimising your web presence

32. Design around the user User-Centered Design: average improvement across Web Projects Sales / conversion rate: 100% Traffic / visitor count: 150% User performance /productivity: 161% Use of specific (target) features: 202% (source: useit.com)

33. Our 9 Challenges 4 5 2 3 1 SEARCH MGT COMMUNITY MGT CONTENT MGT BRAND EXPERIENCE RESPONSE MANAGEMENT WEB OPTIMISATION UNDERSTANDING THE BUYERSPHERE

34. The link between marketing and sales

35. Our 9 Challenges 4 5 2 3 1 SEARCH MGT COMMUNITY MGT CONTENT MGT BRAND EXPERIENCE RESPONSE MANAGEMENT WEB OPTIMISATION UNDERSTANDING THE BUYERSPHERE 6 7 8 9

36. So what about Inbound and Outbound? Inbound? Awareness Interest Selection Outbound? Preference Purchase

37. So what about Inbound and Outbound? Inbound Outbound Inbound Awareness Interest Selection Preference Purchase

38. So what about Inbound and Outbound?

39. Summary CONVERSATIONS CAUSE CREATE FEED MONITOR CONTINUE MANAGE SEARCH MGT COMMUNITY MGT CONTENT MGT BRAND EXPERIENCE RESPONSE MANAGEMENT WEB OPTIMISATION UNDERSTANDING THE BUYERSPHERE

40. Richard.bush@baseonegroup.co.uk www.baseonegroup.co.uk/beyond