a tac&cal guide to building your inbound b2b …...3 webinar goals 1. learn • a step-by step...
TRANSCRIPT
ATac&calGuidetoBuildingYourInboundB2BMarke&ngPlan
2
MeetYourModerator
LeeChapmanVicePresidentofAccountServices
3
WebinarGoals
1. Learn• Astep-bystepapproachtobuildinganeffec&veB2Bmarke&ngplan• Bestprac&cesfortheinboundmarke&ngac&vi&eswithinyourplan
2. Share• Real-worldexamplesforeverystepintheprocess• Templatesforcrea&ngyourownplan
4
Housekeeping-YourView
5
Housekeeping-ControlPanel
Raise your virtual hand to ask a question at the end
Submit questions and comments via the Questions panel
Technical Issues? Email [email protected]
6
JenniferDawkinsSeniorMarke&ngManager
MeetYourPresenter
7
8
Marke&ngPlanningin3Steps
Document business strategy
to inform your plan
Evaluate current state & outline desired future
state
Create an action plan to get there
Step1:DocumentBusinessStrategy
10
BusinessGoals
• GrowTop-LineRevenue10%YOY• Diversifycustomerbaseandboostsales:expandinto2marketsoutsideofoil
andgas(aerospace&automoNve)• GrowsoPwareadopNon15%:newseatsatnewlocaNons• Growembeddedcontrolbusiness10%• Maintaintoptalent:exceedindustryaverageretenNonrates,improve
corporateculture
11
Growth MarketsAerospace/defenseAutomotive
Focus ApplicationsEmbedded control
2017 New MarketsAcademia/higher ed
2017 DivestmentsLife Sciences
KeyMarketsandFocusAreas
15%
26%
9%6%
44%
Revenue by Market
Aerospace/defenseIndustrial manufacturingAutomotive
Life Science
Energy
12
KeyProductLaunches&EventsProject Q1 Q2 Q3 Q4
15thAnniversary January
Keythemes:InnovaNon,longevity,excellence
Audience:currentcustomers,localcommunity
CES2017 January
Keythemes:wi-fisoluNonsforconsumerIoTapplicaNons
Audience:designengineers,electronics
PT-5729HardwareRelease
April
Keythemes:Reliability,ruggeddesign
Audience:IndustrialapplicaNons,enterprise-wide
PT-8726HardwareRelease
September
Keythemes:Lowcost,highvolume
Audience:Mobile,consumerdevices,homeautomaNon
Iden&fyYourTargetAudience
Design Engineer Evan
• AerospaceorAutomoNvetooldesigner,plusNer1and2suppliers
• Bachelor’sdegreeinmechanicalengineering
• Atleast10yearsofexperience• Techsavvy/techhungry
• MostlyMale,35-65• Taskedwithdevelopingand/oridenNfyingthepropercomponentsthatwillsolvetheendneed
• DesignspartsandassembliesforprototypeandproducNon
• Whilemaynothavebudgetauthority,hehasstronginfluenceinpurchasingdecisions,usuallyrecommendingproductsbyOEMnameandpartnumber
• USandCanada
• Concernedwithform,fitandfuncNon,wantsthebestquality,willgooverspec,selectsreputablebrands• NeedstobecompletelyconfidentintheabiliNesoftheproductstheyarespecifying,wantsallinformaNon
aboutaproducttomakethebestdecision
• GetsinformaNonGoogle,companywebsites,onlinetradepublicaNons,ASME,IIE• Tendstobemoreintroverted,wouldprefernottospeaktopeopletogatherneededinformaNon
• Appreciateseasy-to-accessdetailedtechnicalinformaNon,quicktoprovideinformaNon/responsive
• Focused,worksdeeplyononeproject
• Deliver quality products, bullet-proof design• Meet specifications/applications requirements• Solve all functional problems of the product/project• Solution oriented• Create products and solutions that make them look
good
• Getting manager buy-in on the design• Finding true experts they can trust• Products can be subbed out later in the process, which can impact quality and damage
relationships • Finding the right information to vet and select the product, getting all the information they
need about the product to build it in
• Target with product data sheets, sizing charts/dimensions, performance curves, graphs, CAD files, standards, specifications, certifications, product options/configurations, etc.
• Lead with product specs, not price• Be where they are getting information• Show them that Hamilton is the solution they need when they can’t afford to fail• Demonstrate where test data comes from, publish more technical content
Design Engineer Evan
Step2:EvaluateCurrentState&OutlineDesiredFutureState
17
MarkeNng
SWOT
Weakness
Opportuni&es
Strengths
Threats
18
Marke&ngAc&vi&es
Inbound Marketing
WebContent
MessagingMarketing Automation
SEOSocial Media
Outbound Marketing
Trade ShowsAdvertising/PPCPublic Relations
SeminarsDirect Mail
Cold Calling
19
Poll
Whichmarke&ngac&vi&esdoyouplantoinvestinmostin2017?
• Web• Content• MessagingandbrandposiNoning• MarkeNngautomaNon• SEO
20
InboundMarke&ngAc&vi&es
Web
Content
Messaging
MarkeNngAutomaNon
SEO
SocialMedia
21
InboundMarke&ngAc&vi&es
Web
Content
Messaging
MarkeNngAutomaNon
SEO
SocialMedia
22
Web
Web
Content
Messaging
MarkeNngAutomaNon
SEO
SocialMedia
23
Top5FocusAreasforLead-Genera&ngWebsites
1. High-qualitycontent
24
Top5FocusAreasforLead-Genera&ngWebsites
1. High-qualitycontent2. Calls-to-acNontoconvertvisitorsintoleads
25
Top5FocusAreasforLead-Genera&ngWebsites
1. High-qualitycontent2. Calls-to-acNontoconvertvisitorsintoleads3. Responsivedesign Improvesuserexperienceandincreases
engagementamongmobileviewers
Reducesbouncerate
IncreasesrankinginGooglesearchtoreachalargeraudience
26
Top5FocusAreasforLead-Genera&ngWebsites
1. High-qualitycontent2. Calls-to-acNontoconvertvisitorsintoleads3. Responsivedesign4. VideoandinteracNvecontent
27
Top5FocusAreasforLead-Genera&ngWebsites
1. High-qualitycontent2. Calls-to-acNontoconvertvisitorsintoleads3. Responsivedesign4. VideoandinteracNvecontent5. OpNmizedforSEO
28
SEO
Web
Content
Messaging
MarkeNngAutomaNon
SEO
SocialMedia
29
EngineersGettheInfoTheyNeedthroughSearchIn thinking about high-quality content you’ve viewed online in the last six months, how did you find it?
Smart Marketing to Engineers Survey 2015, ENGINEERING.com and TREW Marketing n=506
30
SEOApproach
• OnpageSEO• OffpageSEO• Webarchitecture
• Monitorandanalyzeresults
• Editstrategy
• Contentaudit• ImplementaNonplan
• Contentcalendar
• Keywordanalysis&selecNon
KeywordAnalysis
SEOStrategy
Measurement Implementa&on
31
Content
Web
Content
Messaging
MarkeNngAutomaNon
SEO
SocialMedia
32
MapContentAlongtheBuyingFunnel
33
ContentDoesn’tJustHappen:StrategicPlanningisKey
34
35
Weakness
Opportuni&es Threats
Strengths
MarkeNng
SWOT
§ Messaging:Prospectsdon’tseedifferenNatorinworkingwithyou,andconNnuesearchingordefaulttoprice
§ Messaging:Prospectsdon’thaveaclearunderstandingofhowyouworkorevidenceofprovensuccessconNnuesearching
§ Web:BusyWebdesigncanoverwhelmvisitors§ Content:Lackofcalls-to-acNon,risklosing
leadsthatenterthefunnelbutdon’tsNck§ Web:LackofclearnavigaNon
§ ShiPmarkeNnginvestmenttoinboundapproaches
§ Messaging:Simplifyhomepagedesignsomessaging/focuscomesthroughmoreclearly
§ Messaging:DemonstratedifferenNaNon§ Web:Create“gated”content,addclearCTAsto
moveusersdownthefunnel§ SEO:OpNmizecontentandsiteforsearch§ Content:DemonstrateexperNsethroughthought
leadershipmessaging/content
§ Messaging:Lackingofcustomerfocus§ Messaging:Thoughtleadership–lackingspecific
expertsorexamples§ Content:Lackofdeliberatecontentstrategy§ Content:Lackofcontentoutsideofblog§ Web:Notresponsive§ Web:Busydesign,lackingclearnavigaNon§ SEO:Hardtofindviasearch,nokeywords§ MA:NomarkeNngautomaNontohandle
inboundleads
ü Messaging:Strongfocusonlongevityandqualityü Content:Clientlistonsitedemonstratescredibilityü Content:AcNveblog,CTAsonnearlyallpostsü Web:Lightpagesthatloadquicklyü Web:Browsercaching,noredirectsü Web:ShowsposiNvecompanycultureü MA:Strongdatabaseü Social:Strongcadenceonallchannels
36
Dra`CurrentandFutureStateCurrentStateSeptember2016 DesiredFutureStateDecember2017
Messaging Exists,butneedsupdaNngandfurtherdefiniNonthatincludesdifferenNatorsandcompanyfocusareas
Corporatemessaginghasbeendevelopedandimplementedthroughoutwebsiteandcorporatecollateral
Content NostrategiccontentplanningorregularcadenceofcontentcreaNon.
CreaNngandpromoNngcontenttargetedtokeybuyerpersonasalongthemarkeNngfunneleachmonth;contentisopNmizedforsearch
Website Websiteisnotcurrentlyresponsive,usernavigaNonpathsarenotclear.Websessions:1,000/month,35%organic
WebsiteisopNmizedforSEO,usernavigaNonisclearandvisitorsareconverNngtoanextstepviacall-to-acNonsthroughoutthesiteAveragemonthlymetrics:• Webvisits=1,200/month,<50%organic
LeadGenera&on Nolead-generaNngcontentand/orleadformsexistonthewebsiteAveragemonthlymetrics:• LeadsfrominboundmarkeNng=nottracked
MulNplepiecesoflead-generaNngcontentexistonthewebsiteaswellasawarenesscontentdrivingtraffictolead-generaNngpiecesAveragemonthlymetrics:• InboundmarkeNngleads=15
Marke&ngAutoma&on&CRM
NomarkeNngautomaNon,8,400contactsWordpresshostedWebsite
MarkeNngAutomaNonsoPwareisimplemented,leadscoringandsegmenNngexists,ande-mailnurturingissetupforeachpieceoflead-generaNngcontent.
Partnerships AB,Motorola,Trihedral,Emerson/Rosemount,Siemens.NoproacNveco-markeNnginplace.
• ProacNvepartnerco-markeNnginplacewithtargetsandsuccessmetrics
37
Poll:WhatareYourBiggestChallengesinMarke&ngPlanning?
• Lackofbusinessgoals• Leadershipdoesn’tunderstandthevalueofmarkeNng• Notenoughbudgetinvestmentorresources• Lackoffocus/tryingtodotoomanythings• Lackofknowledge/don’tknowhowtogetstarted
Step3:CreateanAc&onPlantoGetThere
39
Marke&ngGoals• ImplementautomaNontoolsandredesignWebsitetoservebusinessneedsand
provideafoundaNonforgrowth• Maintainsteadycadenceofstrategicallyplannedcontenttoatract,engage,and
converttargetaudiences• SuccessfullylaunchnewproductstoillustrateexpandedRFcapabiliNesandpromote
currentdifferenNators• Growbrandawarenessandengagementamongdesignengineers• Generatedemandfromnewchannelsbymaximizingco-markeNngandlead-
generaNngopportuniNeswithpartners
40
CampaignsOverview
FoundaNonal
LeadershipinIndustrialControl
NewMarketPenetraNon:EmbeddedWireless
41
NewMarketPenetra&on:EmbeddedWireless
Objectives1. Develop messaging and content targeted to RF engineers to attract and engage new contacts2. Leverage inbound marketing activities to meet RF engineers where they are and drive them to the our Website3. Successfully launch new products to illustrates expanded capabilities and reinforce current differentiators in the embedded wireless space
Key Tactics KPIs• DevelopmessagingforRFengineersthatsupportskeycompanymessaging
• CreatequarterlygatedcontentgearedtoRFengineers,opNmizeandpromote
• DevelopnarraNvesaroundproductlaunches,incorporateintosupporNngcontentandcontributedarNclepitchestoopNmizecoverage
• Develop2newcasestudieswithrecognizablecustomersthatillustratekeymessages,easeofworkingwithus,andbusinessbenefits
• CreatevideoserieshighlighNngembeddedwirelessneeds/painpointsforcoreindustries/howweareaddressingthem
• Implementpro-acNvepartnerco-markeNngstrategytoreachnewaudiencesthroughnewchannels
• NewRFengineeringcontacts• Productspecdownloads• Productevaldownloads• Whitepaperdownloads• PresscoverageofnewproductsandacceptanceofcontributedarNcles
• ReferraltrafficandleadsfrompartnermarkeNngacNvity
• ContentcreaNon
42
Ac&vityPlan
43
Marke&ngScorecard
KeyPerformanceIndicators April May June Q1Goal Q2Actual
GrowmonthlyWeb20%from10,000to12,000 12,335 12,693 10,860 36,000 35,890
Increaseorganictrafficfrom38%to50% 41% 42% 47% 50% 43%
MaintainaverageNmeonpage>2minutes 1:48 1:51 1:50 2:00 1:50
Maintainbouncerate<60% 54% 53% 55% 10 54%
IncreaseWebleadconversion20%from1.8%to2.16% 2.13% 2.16% 2.19% 2.16% 2.16%
Growmonthlyinboundleadsby20%from208to260 262 274 237 780 777
GrowmonthlysoPwareevaluaNondownloadsby20%from50to60 58 61 60 180 179
ConsistentlyexecutetothecontentmarkeNngplan ü ü ü ü
44
Marke&ngPlanningWorkbook
trewmarketing.com/planningwebinar
45
Marke&ngPlanning:GebngStarted
• Planforafull-daymeeNng• Includeleadershipteam,markeNng,sales,andsubjectmaterexperts• UsethemarkeNngplanningworkbooktoguidediscussionsfortheday• Compileelementsintoacomprehensiveplanningdocument• Trackprogressandsuccessquarterly
LetusHelp!• Full-servicemarkeNngplanning• FacilitatedmarkeNngplanningworkshops
46
Q&A
• SubmitquesNonsthroughQuesNonspaneincontrolpanel
LearnMore
48
Visittrewmarke&ng.com/planningwebinar
• Downloadfreetemplates:
- MarkeNngPlanningWorkbook
- ContentCalendarAlongtheFunnel- MarkeNngScorecard
• Signupforalertsaboutnewwebinars,researchandebooksfromTREW
• Downloadthiswebinar—laterthisaPernoon
• SignupforaMarkeNngPlanningworkshop