A Clear-Cut & Effective B2B Digital Strategy: Throw Your Digital Energy In The Right Direction
•Als PPTX, PDF herunterladen•
8 gefällt mir•2,641 views
Presentation from the B2B Conference in London on 23rd october 2014. Focused on digital marketing and the shift towards inbound vs outbound marketing
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Ähnlich wie A Clear-Cut & Effective B2B Digital Strategy: Throw Your Digital Energy In The Right Direction
Ähnlich wie A Clear-Cut & Effective B2B Digital Strategy: Throw Your Digital Energy In The Right Direction (20)
Mehr von Tribal Impact
Mehr von Tribal Impact (11)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
A Clear-Cut & Effective B2B Digital Strategy: Throw Your Digital Energy In The Right Direction
- 1. A Clear-Cut & Effective B2B Digital Strategy: Throw Your Digital Energy In The Right Direction Sarah Goodall (@sarahgoodall) October 2014
- 2. Today… An Example Of A Unified Digital Campaign © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 2
- 3. A Little About My Professional Background… © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 3
- 4. A Little About SAP…. HR SALES, SERVICE, MARKETING FINANCE PROCUREMENT Mobile Cloud Premise © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 4
- 5. Digital Technology Is Changing The Way We Buy Those Habits Are Transferring To B2B Purchases We naturally seek… Research – Recommendations – Reviews © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 5
- 6. The B2B Buyer Journey Has Changed 60% - 90% Of The Journey Is Complete Before Vendor Considered 60% Through decision making process © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 6
- 7. The Digital Landscape In B2B Source: The 2014 B2B Buyer Behaviour Study 40% …Said they waited longer than a year to initiate contact with a vendor 68% …Agreed that the number of sources used to research and evaluate purchases has increased 64% …Said the winning vendor’s content had a significant impact on their buying decision © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 7
- 8. The Classic Funnel Has Changed From Linear Progression… © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 8
- 9. The Classic Funnel Has Changed …To A Complex Digital Journey B2B buyer engage with 11.4 pieces of content before making a purchase and will find 3 pieces of content about a vendor for every 1 piece that marketing can publish or sales can deliver © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 9
- 10. Funnel Of Engagements Moving Via The Digital Funnel (TOP) (MIDDLE) (BOTTOM) © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 10
- 11. Marketing Has To Change Inbound Vs Outbound – Pull Vs Push – Digital Vs Traditional © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 11
- 12. Unified Digital Strategy Paid – Owned – Earned: Integrated Mix With Content At The Core Paid Media Owned Media Advertising € Earned Media • Paid Search • PPC • Banner Ads • Sponsorships • Contextual Source: Daniel Goodall (Nokia) • Employees • Customers • Partners • Influencers • Website – optimised for mobile • Blog • Branded social channels • Direct Email © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 12
- 13. Overlaying Campaigns To The Digital Strategy Quarterly Process Driven By Social Listening Social Listening Paid Media Owned Media Content 2 3 Earned Media Social Listening Amplify Out Social Listening Amplify Out Amplify Out 1 4 Measure © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 13
- 14. Employees As Brand Advocates The Rising Importance Of This Channel 2x An employee advocate is 2 x more trusted than a CEO. 10x Employees have 10 x more social connections than a brand does. 8x Content shared by employees receives 8 x the engagement of content shared by brand channels Source: Social Chorus © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 14
- 15. Employee Social Enablement & Amplification Get Social @SAP © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 15
- 16. Digital Approach: Basic Campaign Structure LISTEN CONTENT AMPLIFY MEASURE No Relevant CTA Offer Identified Create Landing Page Social Listening 3x Blog Posts Measure Digitally Ready Content? Yes © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 16
- 17. Summary Consider employees as an amplification channel © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 17
- 18. Thank you Twitter: @sarahgoodall Blog: www.sarahgoodall.com LinkedIn: www.linkedin.com/in/sarahgoodall © 2014 SAP AG or an SAP affiliate company. All rights reserved.