1.
Building Your Brand – An Interactive, Hands On
Workshop to Market Your Company
Dr. Debra Zahay Blatz,
Professor of Marketing, Chair, Marketing and Entrepreneurship
St. Edward’s University
Texas CEO Bootcamp
September 2016

2.
Outcomes
• Understand the role of search in brand-building
today
• Understand how digital marketing and search
have impacted the B2B sales process
• Evaluate a website and processes to determine
what changes can be made to take advantage of
these developments

3.
http://www.businessexpertp
ress.com/books/digital-
marketing-management-
handbook-current-or-future-
ceo

4.
Teaching Specialties
• Undergraduate Marketing and Digital Marketing Minor
– Internet Marketing
– Social Media Marketing
– Marketing Strategy
• Graduate MBA
– Marketing in a Digital Environment
– Social Media Marketing

5.
Search Becomes Prime

6.
Source:
http://www.adweek.com/socialti
mes/81-shoppers-conduct-
online-research-making-
purchase-infographic/208527

7.
Starting Question: How has the
internet changed B2B Buying?

8.
Starting Question: How has the
internet changed B2B Buying?
One Answer: 94% of purchase
decisions start with search!

9.
94 PERCENT OF B2B BUYERS
USE ONLINE RESEARCH
• 77 percent use Google search
• 84.3 percent check business websites
• 34 percent visit 3rd party websites
• 41 percent read user reviews
2014 State of B2B Procurement, Acquity Group

10.
Search is a > 40 Billion Dollar
Industry
• Growth rate has been in double digits
• Job growth follows

11.
Source: https://www.netmarketshare.com/

12.
MOBILE SEARCH OUTPACING
DESKTOP
• 2015: More than half of digital advertising spent on
mobile devices
• Facebook has 12% of the $186.8 billion global
digital-advertising up from 8.6% in 2014, according
to data firm eMarketer
• Google’s share is projected to decline to 31% from
35% two years ago)
• Facebook ad revenue Increased 57% in the first
quarter 2016
• Mobile ads (higher prices) were roughly four-fifths of
that revenue.
http://www.wsj.com/articles/facebook-
revenue-soars-on-ad-growth-1461787856

13.
Facebook’s Mobile Ad Growth

14.
Strategy
BrandSearch

15.
Digital Marketing is the
Responsibility of the Executive
Suite
• Only 8% of CMOs think their firms are digitally ready
• Only 30% of CEOs use social media

16.
No where does
C-Level
responsibility
become more
evident than in
branding today

17.
http://www.marketingprofs.com/charts/2016/29499/t
he-top-challenges-facing-b2b-marketers

18.
• Understanding and using context in content
marketing.
• Creating videos that make an impact on the video
driven web.
• Marketing to a mobile first audience.
• Changing sales tactics for an audience that is already
85 per cent through the sales journey.
• Humanizing marketing messages, ditching the jargon.
• Making the most of micro-moments, as people glance
at the web.
• Using influencers for successful campaigns.
• Reaching people who are opting out of marketing,
thanks to ad-blocking.
• Optimizing email marketing
• Understanding Big Data
http://fox.agency/w
p-
content/themes/fox
/reports/Fox-B2B-
Marketing-
Challenges-
Report.pdf
B2B Marketing Challenges 2016

19.
Branding is Digital

20.
WHAT IS MARKETING?

21.
WHAT IS MARKETING?

22.
MARKETING IS VALUE
CREATION AND CAPTURE:
CREATING FINANCIAL OR
OTHER VALUE FOR THE
MARKETER AND PERCEIVED
VALUE FOR THE CUSOTMER

23.
Digital marketing can be
defined as:
Using any digital technology
to facilitate the marketing
process, with the end goal to
facilitate customer interaction
and engagement

24.
WHAT IS A BRAND?

25.
A BRAND IS A PROMISE

26.
Digital Marketing Means Engagement
Beyond?
Digital=Engagement
Interactive=Conversation
Internet=Technology
Direct=Customer
Response

27.
Attract Acquire Retain
Grow
Value
Basic Marketing Objectives Now Include
Engagement/Growth

28.
SunGuard
Campaign
for Cloud
Computing
Awareness
Resulted in
a 5.7%
email
open rate,
download
rate
increase of
300%

29.
DemandBase Educational Campaign for Content
Technology Investment Decisions Netted $ 1 Million in
New Business

30.
The brand story trickles down
to content marketing
Brand Story
Content
Social Media Website Email Video Blog Mobile Search
Communications
Channels
Forthcoming,
Business Experts
Press

31.
Brand Image
Brand Story
Brand Awareness
Brand Recognition
Brand Equity
High Search
Rankings
Branding Leads to Search
Rankings
Zahay, Digital Marketing Management

32.
Set objectives for cross-
channels
Web
Objectives
Email
Search
Social
Mobile

33.
Firm
Learning
Customers
Employees
Competitors
Suppliers/Partners
What We Learn Through Digital Marketing Can Be Translated to
Advantage for the Company
Digital Marketing Technologies

34.
Social Media Marketing Industry
Report
• 56% of B2B Marketers acquire new business
partnerships through social media
• 69% of B2B Marketers gathered industry insight
social media
• 78% of buyers of B2B products begin process
via a search engine

35.
Social media platforms can
disseminate brand story
38
Key social
media
platforms
Video
Sharing
Photo
Sharing
Podcasts
Message
Boards
Blogging
Micro
Blogging
RSS Feeds
Widgets
Social
Networking
Chat
Rooms

36.
New B2B Purchase Process

37.
B2B Preferred Research Shows
Transition of Sales Role

38.
Transition from Selling to
Nurturing and Facilitating

39.
Age of Consumer Empowerment
Much of the buying process takes place before
the first interaction with the vendor
Source: Marketo, Sirius Decisions, Forrester Research
The Purchase Journey Today

40.
Age of Consumer Empowerment
Much of the buying process takes place before
the first interaction with the vendor
Source: Marketo, Sirius Decisions, Forrester Research, Fox Agency
The Purchase Journey Today

41.
The New B2B Buying Process
Focuses on Search
Zahay, Schultz and Kumar, Journal of Brand
Strategy Vol. 3 Number 4, 2015

42.
The Sales Funnel Has Changed
Zahay, Schultz and Kumar, Journal of Brand Strategy Vol. 3 Number 4, 2015

43.
Exercise
1. Develop a list of what makes your company unique; what
value do you deliver?
2. How do your customers and prospects search for that
uniqueness? Be as specific as possible and incorporate
INTENT.
3. What is the brand story behind the value you create for
customers?
4. Using Google Trends and the keywordtool.io, develop a
list of keywords that might relate to your company and/or your
brand value.
5. How will you use these words across channels to develop
your brand?
6. What types of content must you create to reinforce your
brand image?
7. What types of sites would you like to link to you?
8. What would be a measurable outcome of these activties?

44.
Supplemental Exercise
• Evaluate your company’s web site and mobile
applications. How well do these channels
convey your company’s brand image? What
about search terms? Are they appropriate?
What about content?

45.
Questions?
• Dr. Debra Zahay-Blatz
Professor of Marketing, Chair, Marketing and
Entrepreneurship
St. Edward’s University
512 448 8645 (work)
630 300 8838 (cell)
• @zahay
• www.linkedin.com/in/drzahay

46.
Thank you
St. Edward’s University
Thank you.
St. Edward’s University
Thank you.
St. Edward’s University
Thank you.
St. Edward’s University
Thank you.
St. Edward’s University