the new rules of b2b marketing

Welcome

Trends in B2B MarketingChris Fell, Managing Director, g2m Solutions

Prepared for: Client name

By Chris Fell P: 0402 340 250 E: chris.fell@g2msolutions.com.au

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From interruption to attraction based marketing

02 3456 789AnnoyingSalesperson

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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

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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

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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

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•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

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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

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Sorry...but its not all about you!

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Step 2: Content Marketing & the buyer’s journey

• Content maps

• Real value

• Leverage

• The extended ecosystem

Hug your content!

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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

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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

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Step 4: Process & tools, Building the lead engine

Inbound Marketing

Engine

Get Found

Create content

Nurture leads

Analyse

& improve

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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

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Inbound Marketing: Compete with the big dogs!

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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.

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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”

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• 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

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Thank you

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Inbound Marketing creates leverage