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How to create a B2B campaign with metrics success

- Kirsty Dawe, Director ReallyB2B

What’s new in B2B?

THE B2B BUYING PROCESS HAS CHANGED

Large customer head with ZMOT written in the middle - basic

Not same head as ‘Pains’ slide (Front on

head siluett)

90% of the sales funnel is now controlled by marketing

Big funnel with 90% of it being taken up by the word marketing

SOCIAL BECOMING MEASURABLE

The RIGHT content is still king

Helping is replacing sellingHELPING IS

REPLACING SELLING

What are the key steps in developing effective B2B campaigns?

BUILD A PICTURE OF THE DMU

TALKING TO PEOPLE NOT BUSINESSES

TRULY UNDERSTAND THEIRPAINS, CHALLENGES AND NEEDS

CREATE CONTENT THAT RESONATES AND BUILDS TRUST

UNDERSTANDINGWHICH CHANNELS

WORK BEST

BE CLEAR ABOUT WHAT YOU WANT

THE PROSPECT TO DO NEXT

Continuously Nurture

THE OPTIMUM BLENDOF PUSH AND PULL

TEST MEASURE IMPROVE

CLOSED LOOP REPORTING

What is possible in terms of ROI?

• Sales and marketing words hugging each other?

SALES AND MARKETING NEED TO BE ALIGNED

MARKETING NEEDS TO PROVIDE SALES READY LEADS

54%/28%

ATTRIBUTION IS KEY

What to measure• CPE, CPL, CPA, CPS• Conversion at each stage %• Return per lead/appointment• Initial sales value and lifetime value• Look at by channel, industry and sales person

Example of successful B2B campaigns with real ROI

Miele Professional• Commercial arm of Miele and leading manufacturer of professional

laundry, dishwashing and sterilising equipment• Looking for a new way to connect with and nurture customer base

to run alongside current advertising, PR and outbound telemarketing

Objectives• Increase volume of sales ready leads• Increase engagement with the Miele professional brand

Personas

Content with a cause

ROI

Tips for success• Never make assumptions about what’s important to prospects –

build your personas• Talk to EVERYONE in the DMU with a message that resonates with

them• If you can’t sell HELP• Combine inbound with outbound• Only give the leads to sales once they are ready• Always build in closed loop feedback

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Learn more about successful B2B marketing at:

www.reallyb2b.com/b2b-resources