Connect + Engage + Measure + Convert

in a B2B environment

Maria Jose Serres@mjserres

ConnectEngage

MeasureConvert

#MktgB2BMany interesting articles/videos/infographics

Who am I?• Maria Jose Serres

• Montevideo, Uruguay

• Degrees in Computer Engineering + Marketing + Digital Marketing.

• First job with Internet in 1995.

• Worked in B2B most of my life from development to consulting.

• I’m a Demand Generation Manager at PEER 1 Hosting

• Involved in the latest trends & technologies related digital media.

linkedin.com/in/mjserres@mjserres

WHY?

Source: Digital Trends 2014 Adobe + Econsultancy

ARE YOU READY?

DEFINITIONS

B2B

• Business to Business

• Shift in communication but not totally– From building emotional connections – To problem solving

• Normally many points are touched before a decision is made

B2B B2CMarkets

B2B markets are generally small vertical markets, often niche in size, comprised of a few thousand sales prospects to maybe as large as 100,000 prospects.

B2C markets that are typically large broad markets of tens to thousands to millions of sales prospects.

Sales Process

B2B sales require consultative selling (selling based on understanding a client's needs and developing a relationship of trust) sometimes from a two-step level sales organization including the sellers sales force and a distribution sales force.

B2C sales are usually direct to the consumer or involve a retailer. The sales approach is a traditional product sell of "convincing the consumer" they need the product or service being sold.

Purchase Decision

The decision to purchase in B2B sales is generally driven by need and budgets therefore; it tends to be a very rationale decision.

B2C purchase decisions tend to be made based on want more than need or a budget and therefore are triggered by more emotional decisions.

But keep in mind…

“73% OF PEOPLE WHO READ B2B BLOGS ARE PEOPLE.”

Tim WasherSenior Marketing Manager Cisco

(Tweet this now, mention @timwasher)

Definitions

Connect

Reach our target market, call the attention, be relevant.

Engage

Allow our target market to act, give them good call to actions.

Measure

Stats behind everything, show our ROI, assess your activities.

Convert

Generate leads & sales.

CONNECT

The issue

Connect

• It’s about being with the right message, at the right time when the target market needs us.

• There are many channels to use, identify your target market to see what they use and what is relevant for them.

Timing

Be there. Be relevant. Be optimized.

Be there… when they look for us

..and when they don’t

“80% of the traffic on your web site is not from people who will necessarily buy anything. The challenge is engaging with those visitors who are interested in your product but are still in the evaluation process.”

Chris Golec, Founder and CEO of Demandbase

Be th

ere

ever

ywhe

re is

nee

ded

Be relevant with what you show

Sony Play Station: Case Study by SalesForce

Be relevant. Talk their language

Be optimised.

NOW THAT WE HAVE REACHED OUR TARGET MARKET……what’s next?

“STOP THINKING ABOUT CAMPAIGNS AND START THINKING ENGAGEMENT.”

Lori Wizdo, Forrester Research

ENGAGE

Engage

• Engage is about motivation:– How to motivate people to engage with us?– Why they would like to engage with us?– What do we have to give them in return?

• Call to actions:– What are the ways to engage with them?

Example 100% online, multiple channels

MEASURE

What to measure?

• Visits• Clicks• Campaigns• Sources• Conversions• Bounce rate• Time on page• Pages visited• Flow

• ROI• Lifecycle Metrics• Lead Generation Metrics

Whatever you need for your specific objectives/target market/campaigns

What to measure?

Example

• http://demand.eloqua.com/LP=4047?elqoffer=GartnerMQ_ZO&elqchannel=google&sls=PPCSearch_Google_2013&WWMK13054108MPP002

What you’ll see when you measure?

Identify the most visited pages

Identify where your prospects are

Customer Journey

Not only with Google Analytics

Conversion measurement

CONVERT

http://www.youtube.com/watch?v=WycoJMKzXZ4

Conversion is about …

• Generate leads

• Generate sales

• Doing the connection and engagement well

• Continue the engagement (remarketing)

When they Convert?

• You define it…and measure it– Downloads– Chats– Calls– Webforms– Purchases– Page Views– Visits– …

HOME MADE CASE

Summary

Connect

Reach our target market, call the attention, be relevant.

Engage

Allow our target market to act, give them good call to actions.

Measure

Stats behind everything, show our ROI, assess your activities.

Convert

Generate leads & sales.

Resourceshttp://b2bdigital.net/ http://b2bmarketing.bizo.com/LP=55 http://blog.eloqua.com/buyer-journey-infographic

http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey

http://mashable.com/2013/04/01/b2b-marketing/

http://socialmediatoday.com/socialbarrel/1650226/second-largest-search-engine-infographic

http://success.adobe.com/en/uk/programs/products/digitalmarketing/1401-30364-econsultancy-digital-trends.html

http://wptribe.net/top-5-google-analytics-reports/ http://www.adampacitti.com/employadam.html

http://www.bizible.com/blog/bid/357476/Introducing-AdWords-ROI-Reporting-for-Salesforce

http://www.business2community.com/social-media/social-media-marketing-in-the-b2b-arena-still-needs-improvement-infographic-0468185

http://www.collaborativegrowthnetwork.com/blog/bid/94881/9-More-Reasons-to-Invest-in-Inbound-Marketing

http://www.demandgenreport.com/industry-topics/demand-generation-strategies/2484-b2b-marketers-ramp-up-retargeting-strategies.html

http://www.executiveboard.com/exbd-resources/content/digital-evolution/pdf/CEB-Mktg-B2B-Digital-Evolution.pdf

http://www.iabuk.net/about/press/archive/uk-digital-adspend-up-125-to-almost-55bn

http://www.localsearchmasters.com/blog/how-to-perform-a-google-analytics-audit/

http://www.make-it-rain.co.uk/google-analytics-get-dirty-data-useful-dashboards-help-analyse-data-quickly-effectively/

http://www.pardot.com/marketing-metrics/3-insightful-marketing-metrics-you-should-be-tracking/

http://www.pcworld.com/article/2051368/4-simpler-alternatives-to-google-analytics.html

http://www.slideshare.net/BabcockJenkins/b2-bvsb2c

http://www.thedrum.com/news/2013/01/03/unemployed-graduate-turns-traditional-advertising-hiring-london-billboard-site

http://www.thedrum.com/news/2013/11/19/british-airways-unveils-digital-billboards-remind-customers-how-magical-flying-can

http://www.theguardian.com/media-network/adobe-partner-zone/digital-trends-marketing-2014

http://www.youtube.com/watch?v=WycoJMKzXZ4 http://www.youtube.com/watch?v=XnHBUuG-o18