integrating inbound & outbound marketing
DESCRIPTION
How can B2B marketers leverage inbound marketing both to better “get found” and to improve their outbound campaigns?Presented by Richard Bush to the IAB in October 2009. Find more about Base One and Richard at the Base One Blog - www.baseonegroup.co.uk/beyond.TRANSCRIPT
INTEGRATING INBOUND AND OUTBOUND B2B BUYER DIALOGUE
How can B2B marketers leverage inbound marketing both to better “get found” and to improve their outbound campaigns?
Agenda
• Definitions• The role of marketing• 9 Key Challenges• Summary
Definitions
Outbound?Outbound?
Inbound?Inbound?
Social Media Advertising SEO Online PR
Email Email sponsorship RSS Feeds
DMWebinars Video content
PR
Does it really matter?
How much Inbound marketing do you really do?
• Blogging?• Twitter?• Linked-In• Content marketing?• … ?
Really?
Source: B2B Barometer 2009
Definitions
According to Wikipedia:Inbound marketing is a style of marketing that focuses on getting found by customers…
… In contrast to outbound marketing where they used to have to "buy their way in" (via paid advertisements).
So, are we changing from …
• FIND• GET• KEEP• DEVELOP
… to …
• GET FOUND• CONVERT• KEEP• DEVELOP
Traditional activity in decline
Source: B2B Barometer 2009
New areas on the rise
Source: B2B Barometer 2009
Buyer 2.0
“The Hunter has become the hunted?”
• In control• Better informed• Better connected• More sceptical
What do we need to do to “get found”?
User-generated content …
‘Bunny boiler’ – listen and
learn
… or to …
• ENGAGE• CONVERT• KEEP• DEVELOP
But engage with whom?
Time to change?
• Product• Place• Price• Promotion• Participation
• Customer• Communities• Contribution• Conversation• Conversion
Time to change?
Campaigns
CustomerCommunitiesContributionConversationConversion
Our 9 ChallengesB
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Customer Experience first
Our 9 Challenges
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Understanding your Buyersphere
Our 9 Challenges
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Active Engagement
Active Engagement
Contributing
Integrating
Our 9 Challenges
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WEB
OPTIM
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Optimising your web presence
Design around the user
• User-Centered Design: average improvement across Web Projects Sales / conversion rate: 100%Traffic / visitor count: 150%User performance /productivity: 161%Use of specific (target) features: 202%(source: useit.com)
Our 9 ChallengesB
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11 22 33 44 55
The link between marketing and sales
Our 9 ChallengesB
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11 22 33 44 55
66 77 88 99
So what about Inbound and Outbound?
Awareness
Interest
Selection
Purchase
Preference
Inbound?Inbound?
Outbound?Outbound?
So what about Inbound and Outbound?
Awareness
Interest
Selection
Purchase
Preference
InboundInbound OutboundOutbound InboundInbound
So what about Inbound and Outbound?
Summary
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CONVERSATIONS
CAUSE CREATE FEED MONITOR CONTINUE MANAGE
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