B2B Digital Marketing: Best Practices

B2B Digital Marketing Best Practices

Three Pronged Approach: Paid-Owned-Earned Media

EARNED MEDIA

OWNED MEDIA

PAID MEDIA

Key trends highlighted in the report include:

• Nearly half of B2B services marketers plan to increase their budgets in 2013, with services companies more likely to see increases rather than product and service companies

• Marketers are increasing investment in technology, with lead management, social media, and web analytics on the top of the list

• Marketers will continue to increase their content development and brand/communications budgets to support thought leadership marketing

• The most significant marketing budget change is in digital marketing, with 76% of marketers planning to increase their digital marketing budgets

• In order to stay ahead of their customers, marketers need to:• Enable thought leadership selling• Readjust the online and offline marketing mix, update skills, and re-examine marketing priorities• Capitalize on marketing technology

ITSMA Report: 2013 Budget Allocations and Trends

Marketing Challenge as Consumer Media habits Shift

We live in a multi-screen economy

Tough to engage with TG with fragmented attention

The customer journey is dynamic

Communication is real time

Leading brands have already begun to integrate media

Paid Media Owned Media

Earned Media

CONVERGED MEDIA

Sponsored Advocates

Shared Brand

Content

Promoted Brand

ContentPromotion by

Ads

Organic Conversations

Corporate Content

A Closer look into Each Media Types

Paid SearchVideo Ads

Display Banners

SponsorshipMobile Display

Banners

Paid Content

Promotion

Branded Website

Branded Social Channels

Micro siteAnd Landing pages

SEO

Email Marketing

Word of MouthPress Coverage

Bloggers relationshipUGC

in Social Media

Social Media

Listening

OWNED

PAID EARNED

Drives

Volume to BRAND

Provid

es Platf

orm

Drives Volume

Instructs where to amplify

Informs Innovation

Provides Platform

How Media types Influence and Enable each others

Owned Media : How to Create Compelling Corporate Content 1. Build a Buyer Persona: What are the Biggest Problems they are trying to Solve?

What do they need the most? What Information are they typically Searching for?

What Trends are Influencing their Business or Personal Success?

2. Conduct a Content Audit:

3. Map Content to the Buying Cycle:

Type of Content Topic Covered Buyer Persona

Date Created Downloads/Views/Leads

Buying Cycle

AWARENESS

RESEARCH

COMPARISON

ACTION

Company website, Blogpost, Social media updates, SEO

Whitepapers, Webinars, Industry reports

Case Studies, Demos, Benchmarking tools

Analyst report, Detail information

Owned Media : Example:: Genpact

Action Genpact launched it’s new positioning mid of 2012

Build collaterals, new website, Blog, and microsites using new positioning and according to their target audience persona (CFO, CPO, COO etc)

Disseminate these contents/collaterals through social media, SEM

Results Genpact’s collaterals download increased multiple times

Site traffic visit and blog visit increased with decent numbers

Genpact gained better Share of Voice in social media

Paid Media : Key Imperatives

1. Know your Territory: There are a lot of places to buy ads, with each site having its own strengths and weaknesses. To start with, you should understand some of the major types of paid advertising (to be discussed in next slide)

2. Create a Content led Approach: 3. a) Segment content and target based on priority, business need, etc.

b) Drive traffic to the **landing page /Microsite /website, where the content is available via download. ** Use A/B testing, incorporate clear Call to Action.

3. Continually analyze results to hone future communications: a) Review results regularly. b) Plan your budget accordingly for the long haul.

Display AdGoogle Adwords

LinkedIn banner AdSponsored tw

eets

Sponsorship

RetargetingContentSyndication

Paid Media : Planned Channel Mix

Connect target withrelevant content and capture lead information.

Connect target withrelevant content and capture lead information.

Reach specific audiencesin a one-to-one environment.

Reach specific audiencesin a one-to-one environment.

Deliver contextual relevance and drive engagement.

Deliver contextual relevance and drive engagement.

Capture immediate demand in market andcapture lead.

Capture immediate demand in market andcapture lead.

Role Tactics

Whitepaper downloadsOnline webinarsCost per lead buys

Whitepaper downloadsOnline webinarsCost per lead buys

Direct Publishers List BuysNewsletter SponsorshipRich Media Email

Direct Publishers List BuysNewsletter SponsorshipRich Media Email

Target relevant publishersRe-targeting off micro-siteAudience Buying

Target relevant publishersRe-targeting off micro-siteAudience Buying

Targeted KeywordsContextual Text AdsMobile Search

Targeted KeywordsContextual Text AdsMobile Search

Paid Search

DisplayBanners

Email

ContentSyndication

Earned Media : Enable others to Tell your Story

1. Identify the Evangelist: Six types of Evangelists

IBM Mainframe: The art to sell Video series entertainsConsumers, spread virally. Practical perspective for the Midsize Businesses GE Transformers apps proves vey useful

to Eng community

IBM Mainframe: Entertain IBM SMB: Inform and Educate

GE: Provides Utility

2. Create a Social Object: Identify the passion among your Evangelists. Ex: shared cause, interest and unique product offerings etc and create a theme or story that are worth sharing.

Present or Potential Evangelists

Present or Past

Customer or Prospect

End Customer

Analyst or Influencers

Partner

Employees

Enthusiasts

Earned Media : Enable others to Tell your Story

3. Empower Evangelists to tell your story: BRAND-FAN-ADVOCATES stages need scale.

Consumer Generated Content

Conversation

Collaboration

Community

Collective Intelligence

Ease of ImplementationEasy Difficult

Ease of Understanding

Visible

Invisible

5 Core Social Dynamics

Consumer Generated Content

Conversation Collaboration Community Collective Intelligence

Tools YouTube, Slideshare, Blog, Flickr, scribd

Twitter, LinkedIn, facebook

Salesforce, SocialText

Jive, Lithium

Dell Journey of empowering Evangelists

Dell blogs across their offerings to educate and enable people to post content

Dell small business facebook page structured for social media resources. More than 60K Fan

Dell support community to increase customer satisfaction and drive down support cost

Dell Tech center. A community around IT and technical solutions

Dell Ideastorm: A user driven community to listen to customer’s idea on product development

Earned Media : Example :: Intel Tablet Smart Squad Program

The company paid influencers to share content

Across their networks

121 Pieces of content created by

influencers

9,314 Average actions per piece

of content

1.1m Social interactions

24 Influencers commissioned to

create content

How Intel paid Influencers to ignite earned, and drive traffic back to owned

Lesson Learned

Influencers tell a better story, enable them to do so.

Use Influencers with every Program

Listen to Influencers

Social scale comes with Technology

Intel’s iQ Social Publishing an industry first for curate content that is grabbing Intel’s collective attention.

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The iQ experience is comprised around social algorithms that curate content shared by Intel

employees as well as owned and industry content. It is then filtered through a touch design based on the insights generated through all data in aggregate.

Converged Media (Paid-Owned-Earned Media) : Example :: Intel’s IQ

Use analytics to accurately reflect the Dynamic Customer Journey

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Traditional Attribution Model Dynamic Attribution Model

Recommended Analytics Tools

Purpose ToolsWeb visitor behavior

Google analytics, Compete, Omniture,

Social Media Listening

Radian6

Account specific Targeting

Demand base, Leadformix

Marketing Automation & Analytics tool

Hubspot, Eloqua

Campaign Tracking Hubspot, Marketo, Eloqua, Leadformix

Execution Workflow: Coordination Paid-Owned-Earned

Reporting and Analysis Content strategy Publication across

all Channels

EngagementAmplificationPaid-Earned-Owned Restructuring

Real Time Measurement

& Iteration

Reporting & Analysis

Investigate Paid-Earned-Owned activities

Listen and observe

Listen to Competitors

Content Strategy

Assess Content strategy-Persona, Segment, Buying cycles, source information

What message represents, reflects and speaks for the Brand.

Publication across all channels

Execute contents across all channels.

Internal readiness, Governance, tools to support publications

Engagement

Must identify where and what influencers are talking.

Take part in ongoing discussion with influencers and position content contextually.

Amplification

Leverage converged media to influence and amplify Paid-owned-earned media.

Explore Paid ads to promote Owned and Earned.

Restructuring

Messaging must change and evolve in real time to meet the needs.

Leverage tools to customer collaboration and involve them.

Let’s Collaborate and Explore more…

Soumitra Ranjan Sen

Digital Marketing Strategist

Twitter: @sensoumitraLinkedIn: in.linkedin.com/in/soumitrasen