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B2B marketing is dead, long live marketing Steve Kemish MD, Cyance. Chair, IDM Digital Marketing Council Part of the B2B Trail:
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B2B marketing is dead. Long live marketing

Jun 25, 2015

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Steve Kemish

Presentation from TFM&A London in Feb 2013 - looking at why traditional b2b marketing is dead. Goodbye single-channel blast and hope, hello to multi-channel marketing, for ever!
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Page 1: B2B marketing is dead. Long live marketing

B2B marketing is dead, long live marketing

Steve KemishMD, Cyance.Chair, IDM Digital Marketing Council

Part of the B2B Trail:

Page 2: B2B marketing is dead. Long live marketing

Declining down

Comments? @skemmo

Page 3: B2B marketing is dead. Long live marketing

The game has changed, but has the approach?

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Page 4: B2B marketing is dead. Long live marketing

Hang our heads in shame

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Page 5: B2B marketing is dead. Long live marketing

Is it like this where you work?

Page 6: B2B marketing is dead. Long live marketing

Single-channel marketing: It’s not big, it’s not clever

Page 7: B2B marketing is dead. Long live marketing

Build it and they probably won’t come… or find it, or read it, or share it, or comment

Page 8: B2B marketing is dead. Long live marketing

Where to start

Comments? @skemmo

Page 9: B2B marketing is dead. Long live marketing

Step 1 of 7: Discovery• Objectives – what are they?

• Strategy – what is their current go-to-market approach?

• Offering – what is their product or service?

• Customers – what is their target audience and why?

• Behaviour – how do their customers make buying decisions?

• Collateral – do they have any marketing assets and are they fit for purpose?

• Data – is their target market well defined and do they need more or better data?

• Operations – what challenges prevent success?

• Success – how will the client measure success?

Comments? @skemmo

Page 10: B2B marketing is dead. Long live marketing

Right message, right time

Case Study Syndrome

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Page 11: B2B marketing is dead. Long live marketing

You wouldn’t ask somebody to marry you after three minutes of speed dating…

Easy tiger!

Page 12: B2B marketing is dead. Long live marketing

Easy on the case study

Page 13: B2B marketing is dead. Long live marketing

Sales Ready Lead

Suspect

Prospect

Nurture

MQL

BANT

Suspect 1

CEO/MD

IT Director

CIO

Email

Tele

Website

Suspect 2

Search

Page 14: B2B marketing is dead. Long live marketing

Content Audit and mappingBuying cycle Persona Content Nurturing channel

Not considering, not aware or do not see any /sufficient risk relating to business topic

1. CEO/Owner, CFO & CTO2. CMO/Head of Events

3. Professional User

1. Thought leadership – Whitepapers & EBooks

EmailSocialBlogWeb nurturing workflow

Aware of business topic, not sure if it is an issue

1. CEO/Owner, CFO & CTO2. CMO/Head of Events

3. Professional user

1. Thought Leadership – Whitepapers, Ebooks & video

As above +Telemarketing

Investigating risk and impact upon their business

1. CEO/Owner, CFO & CTO2. CMO/Head of Events

3. Professional User

1. Blog2. Video channel3. Ebooks4. Case studies

As above +

Benchmarking solutions/vendors/VAR’s in market

1. Head of IT/Security2. Head of Purchasing /

Office Manager3. Professional User

1. Blog2. solution suite3. Security solutions4. Field Mobility solutions

Pass to Telemarketing or member sales

Sourcing solution type and suppliers

1. Head of Purchasing2. Head of IT

1. Case studies2. Product/solution matrix

Web nurturing or member sales

Purchasing 1. Head of Purchasing / Owner / Office

Professional user

1. Special offers/Promos/Bundles

2. Case studies

Telemarketing qualify and generate lead

Looking to switch solution or upgrade

1. Head of IT/ Owner / Office Manager

1. Upgrade promos Email + telemarketing campaign

Comments? @skemmo

Page 15: B2B marketing is dead. Long live marketing

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Page 16: B2B marketing is dead. Long live marketing

What about international?

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Page 17: B2B marketing is dead. Long live marketing

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Page 18: B2B marketing is dead. Long live marketing

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Page 19: B2B marketing is dead. Long live marketing

Rich-media (with a long tail)

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Page 20: B2B marketing is dead. Long live marketing

Lead scoring approach

House listHouse list

Strategy-led promoIntro piece to disrupt and engage – looking for form submission (Inquiry)

Webinar promotion

Benefits/case/WP

Slide deck

Data capture formData capture form

Contact details

Contact us form

Data capture formData capture form

Text explaining the CTA

Landing page

Data capture formData capture form

Text explaining the CTA

Event signup page

>25 = sales qual

10-24 = nurture via event

1-9 = promote content

Lead scoring modelContent scores

No of pages (2+) = 5No of visits (2+) = 15Time on site (3 min+) = 5

Web analytics

Case study = 8Slide deck = 5White papers = 12

MicrositeMicrosite

Non-opens/clicks

event

Case study/WP

Contact us

Further info

Useful content

Sales Sales

Social &Search

Social &Search

Prospect data

Prospect data

SalesSales

CyanceCyance

>25points?

Page 21: B2B marketing is dead. Long live marketing

[email protected]

www.cyance.com

At Cyance we live and breathe aconnected approach to buildingcustomer and channel engagementprogrammes.

From target identification all the waythrough to the sale and ongoingcustomer relationship, Cyance helpsyou with the insight andunderstanding to make your B2Bmarketing work harder.

Follow us @cyance

About us...

Page 22: B2B marketing is dead. Long live marketing

Read more

Multi-channel marketing in an international world

www.cyance.com/TFMA

Comments? @skemmo