Download - Made to Measure: Tailoring Digital for B2B

FWD: B2B Conference 2013 LuJean Smith Steven Pepe

Made to Measure: Tailoring Digital for B2B

GE Power & Water Water & Process Technologies

2 Water & Process Technologies © 2013 General Electric Company

Who are we?

LuJean Smith Global Communications Leader linkedin.com/in/lujeansmith

Steven Pepe Digital Marketing Leader linkedin.com/in/stevenpepe

8,000 employees globally 50,000 customers in 130 countries

© 2013 General Electric Company 3

Water & Process Technologies

Who owns Digital?



This is B2B



This should be you



Business vs. Customer – Who wins?



“Do they know about you?”



“Do they know about you?"

Digital Tactics Metrics Technologies

Blogs, webcasts Unique Visitors/Mo.

Unbranded search % traffic from search

Native advertising Pageviews + Shares

Social (curating) Followers + Engagement

Market research % unaided recall



“How do you stack up?”



“How do you stack up?”


Demo videos, webinars % leads to opptys

Buyer’s guides Downloads/mo.

Win/Loss analysis “is it price?”

Ratings + reviews # recommendations

Lead management Avg. response time



“Do they understand your value?”



“Do they understand your value?”


ROI/TCO calculators # ‘known’ fillouts

Online case studies Downloads, shares

e-Commerce $ Rev, % cart dropouts

Post-sale apps Usage, screen flow



Content that is relevant and relatable



Mix of platform + content

Social @ GE Water

News, live events Articles, tech q’s

Not now… Categorized video



Industrial Internet • Live broadcast webinar

• Social media promo earned 237 registrants – almost 50% of total

• Infographics shared via Twitter & LinkedIn

• 1,100 YouTube views to date

Awareness

Hosted Event



Consideration

Event Sponsorship

WEFTEC ‘13 Mobile App • 83 signups, 500+ video views

• 66% open rate (3x benchmark)

• Best week on YouTube in ‘13 (3,100 min watched)



Consideration and Justification

• Simpler lead forms in Marketo

• Lead admin to pre-qualify prospects, get more details

• Upload/assign in SFDC, minimize data entry for reps

• Measure website traffic

$ closed won

• 54 new opportunities

• 100% response rate, < 24 hrs

Lead Management



Made to Measure: Tailoring Digital for B2B QUESTIONS?

Download - Made to Measure: Tailoring Digital for B2B

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