Welcome
Jun 12, 2015
Welcome
Trends in B2B MarketingChris Fell, Managing Director, g2m Solutions
Prepared for: Client name
By Chris Fell P: 0402 340 250 E: [email protected]
3
From interruption to attraction based marketing
02 3456 789AnnoyingSalesperson
4
B2B Marketing is shifting
Outbound
Interruption based
Talking or shouting
Push
Business generated
Press releases, tradeshows, print ads and collateral
Building websites
Sales cycle
Inbound
Attraction based
Listening
Pull
User generated
Blog posts, high value digital content, LinkedIn, twitter
Building communities
Buying cycle
5
The Growing Lead Chasm
• Self educating buyers
• Salespeople now operate in last 1/3rd of funnel
• Marketing: must evolve from lead generation to lead nurturing
6
Implications for B2B Marketers
• Engage AND nurture
• The 5 steps to building a prospect engine
Buyer based messaging
Content Strategy
Unified view of funnel Process &
tools
Resources and skills
7
•Untroubled & unaware
Step 1
•Acknowledge business pain
Step 2 •Define need
Step 3
•Receive offers
Step 4 •Rationalise options
Step 5
•Select first choice
Step 6 •Engage
Step 7
Buyer’s buy when they have a problem
The Buyer’s Journey
Source: MathMarketing
8
Develop messages that reflect your buyer’s thinking
• “I don’t see I have a problem & btw who are you?”
• “I recognise I do in fact have a problem”
• “I have defined what I need to solve this problem”
• “I’m evaluating a number of solutions that could work”
• “How do I know your solution will work? And how do I justify this investment?”
• Has my investment paid off, should I continue as a customer?
• Untroubled & unaware
Step 1
• Acknowledge business pain
Step 2 • Define need
Step 3
• Receive offers
Step 4 • Rationalise options
Step 5
• Select first choice
Step 6 • Engage
Step 7
9
Sorry...but its not all about you!
10
Step 2: Content Marketing & the buyer’s journey
• Content maps
• Real value
• Leverage
• The extended ecosystem
Hug your content!
11
Step 3: Do you have a unified “go to market” funnel?
• From first contact to loyal customer, one single view of the funnel...the buyer’s funnel
• Align your sales & marketing effort...the data shows its worth it, you will have:• 5.4% growth• 38% more leads• 36% greater retention
• Establish the “funnel maths” for the combined go to market funnel• Establish the volume of marketing activity required at each stage• Include lag and leakage• Marketing and sales jointly own the funnel
o Targetso KPIso Definitions & Processes
12
5,000 Acknowledge Pain
500 Show Interest
100 Define need
25 Looking at solutions
20 May purchase
15 buy!
Buying Cycle Lag
A unified “go to market” buyers funnelLea
kage
50,000 interactions with target audience
90%
80%
75%
25%
25%
90%
Month 1 Month 9
13
Step 4: Process & tools, Building the lead engine
Inbound Marketing
Engine
Get Found
Create content
Nurture leads
Analyse
& improve
14
Functional Integration saves money and time
Blog SEO ,on and off page
Landing Page
building
Social media monitoring Analytics
Email marketing,
lead nurturing
CMS Expertise
15
Inbound Marketing: Compete with the big dogs!
16
ROI of Hubspot
MIT study shows: HubSpot users
experienced lead increases ranging from 25% up to
760% within 5 months
HubSpot’s State of Inbound Marketing report shows: businesses that focus on inbound-marketing have a
61% lower cost per lead than those that don’t.
17
Step 5: Resources and skills to execute
• Economic – what’s the fully loaded cost of mid level marketer?
• Flexible – can you turn the dial up or down as campaign workload dictates?
• Risk management – Can you find and retain staff, what do you do if your marketing person quits just before a major campaign?
“To Insource or Outsource, that is the question”
18
• Realistically, do you have access to a broad range of skill sets required to plan develop and deliver a lead generation engine?
o Strategy Planning, Go to market funnel model building, Campaign planning, Project management
o Website copywriting, Landing page writing, Call to action writing o Content strategy Content audit, Content planning, High value content writing (white
papers ebooks etc), Blog writingo SEO Keyword research, SEO Link analysis, SEO Page analysis o Lead nurturing, Email marketing, Lead database management o Social media monitoring and participation,o On line event production, organisation and registrationo ROI Analysis and management reporting, Blog analytics, Reach analytics,
Competitive analytics
Step 5: Resources and skills
19
Thank you
21
Inbound Marketing creates leverage