Digitalisation in marketing is a huge field. What should you start with? What promises the best successes to start with? This presentation will give you a practical overview:

1. B 2 B O N L I N E M A R K E T I N G F O R S TA RT E R

2. START DIGITAL WITH WHAT?
• Your own website is your most important tool, because it can generate leads
• Objective: increase the quantity and/or quality of requests
• Being in dialogue with the customers: newsletter, company blog, e-mail
marketing, social media
• Content marketing: start immediately, hand in, and benefit for life
• Use synergies and intelligently reuse content
• Get agency help in a targeted manner and minimise costs

3. THE LEAD AS TARGET #1
Leads are incoming inquiries from
potential customers who are interested
in your portfolio.

4. METTLER-TOLEDO VS ZALANDO –
B2B VS B2C
• Fewer, but financially more significant leads
• Comprehensible content as a challenge
• Web forms are important
• Customer Journey is long and still little known
• A/B test only makes limited sense
• Lack of tools: data tracking, CRM, marketing automation*
*not the case with Mettler-Toledo 

5. SEACH ENGINGE OPTIMIZATION (SEO)

6. SEACH ENGINGE OPTIMIZATION (SEO)
• Inventory of the site through tracking: user numbers + ranking
• User-friendliness: navigation, search functions, sitemaps
• Search engine friendliness: keywords, structure, links
• Meta Title (also calledTitle-Tag) is the first point of contact of the searcher
with a website in the SERP
• Meta-Description is located below the meta-title and gives further information
about the content of the search result. Are only skimmed over and must
therefore be well formulated and stand out Translated

7. E-MAIL-MARKETING
Email marketing kills two birds with one stone:
1. Care of existing customers through useful information
2. Further qualification of leads towards purchase (through invitations to
events, information on products/ value-added services etc.)

8. BASICS TO START MAILINGS
• Name, form of address and e-mail address of all business contacts interested in
a topic
• Collection of contact persons at customers, interested parties, multipliers
• Addressing specific topics
• Email Marketing System

9. BUYER PERSONA
Richard Rich
Goals:
− adhere to budget targets
− Reputation
− avoid damage to your image
− joie de vivre, self-expression
− win price negotiation
Decision Critieria & used
communication channels:
− measurability, benefits, RoI
− exclusive dining invitations
− clarity, facts
− daily press, local business
club
− no social media use
Pain Points/ Challenges:
− shortage of skilled workers
− fluctuations in sales
− no digital strategy
− price before quality
Mode of operation:
− Maker
− loves technical details
− without structure, gets
entangled
− rough but warm
− excellent networker
Profile Buyer Persona
Background:
• age 57, engineer
• head of technical
purchase Dpt.
• married, 2 kids
• smaller company( 100
employees)
• owned townhouse
• hobby: biking

10. CONTENT IS KING
• Newsletter,
• Magazine,
• Webside,
• Webinars,
• Events,
• E-Books,
• Whitepapers,
• Social Media Posts,
• Tutorials,
• Videos
• …

11. SOCIAL MEDIA
• time-consuming support necessary (24/7 rule)
• Where are the targets really represented?
• Sales activity via LinkedIn and Xing is more target-oriented
• YouTube channel is indispensable (explanatory videos about your own
expertise)

12. THERE IS NO WAY AROUND DIGITAL
MARKETING
• Everyone researches privately and professionally over the Internet.
• There is no way around an online presence.
• Professional online marketing begins with the optimization of your own website for readers
and search engines.
• E-mail marketing and the regular publication of a newsletter are also part of the basic
equipment.
• The implementation of content marketing completes the first phase of professionalization in
online marketing.
• The development of buyer personas is an essential prerequisite for success.
• More sales via online marketing also requires that contact data of customers and interested
parties are available in a database for action.

13. YOUR POSSIBLE PLAN
• Status audit
(technical and
structural)
• Processing of
technical
errors
• User-friendly
structure
• KeyWord
Analysis
• Improvement
of the contents
• Revision of all
websites
• Build mailing lists
of existing and
potential
customers
• Implement actions
(CTAs) on the
website
• Develop buyer personas
• Create content for them
• Run Google Ads campaigns
for specific content
install outbound
communication
channels
optimize
Content for
Google
(SEOII)
SEO + user-
friendliness of
your webpage
start content
marketing
generate more leads