1

What’s New

in

B2B Digital Marketing

Ruth P. Stevens

July 14, 2016

@RuthPStevens

www.ruthstevens.com

Digital is everywhere in B2B marketing

Source: Regalix 2016 State of B2B Marketing

66%

2

B2B digital marketing is increasingly integrated with offline

Source: Regalix 2016 State of B2B Marketing

94%

B2B services marketing budgets: 53% digital

4Source: ITSMA Services Marketing Budget Allocations and Trends 2016 study

3

B2B marketing is all about leads

Holger Schulze, B2B Lead Generation Trend Report, 2015

6

B2B marketing

tactics ranked by

effectiveness

Holger Schulze, B2B Lead Generation

Trend Report, 2015

Notice that events

are at the top!

4

Our agenda today: What’s New

1. The end of the “campaign.”

2. Access to addressable prospects.

3. Social media: Facebook proves its

worth for industrial marketers.

4. Predictive modeling: It’s not just for

consumer any more.

5. Account based marketing (ABM).

6. Pay-for-performance lead generation.

7. Content marketing is king.

Bonus: Two new advertising strategies.

1. The B2B “modern marketing” model

Traditional approach:

The “funnel”

• Conduct a campaign

• Generate a lead

• Qualify

• Hand off to sales

• Cross-sell/up-sell

The new B2B marketing:

The “relationship”

• Communicate across a long

sales cycle

– Multiple touches, media, offers

• Message relevant to multiple

parties

• Extend your market coverage

5

2. Access to your prospect universe

Source: www.ruthstevens.com/

wp-content/uploads/2016/04/WPState_ofB2B_ProspectingDataAccuracy2016.pdf

In the U.S., prospecting data is widely

available, but use a reputable vendor. 2016 study on data

accuracy shows U.S.

prospect data is better

than expected.

New developments in sourcing B2B data

• Shared contact databases generated by sales and marketing people in B2B

• Data generated automatically by sweeping corporate websites

• Purchase intent inferred from online behavior.

• Autopopulate web forms with company profile data.

6

3. Social media: Facebook proves its

worth for industrial marketers

Makino turned FB into

a content library for lead generation.

The Makino machine tools case:A market leader in a changing market

• Makino Americas marketing in 2004:

• Exhibiting at trade shows.

• Print advertising in trade pubs.

• Understood the need for change.

• Solution: Data-driven content,

delivered to target audiences via

social media.

THEN

NOW

7

Identifying the audience targets

Built a database in Saleslogix, organized by rep territory.– 15 years of customer data.

– Subscribers to their 4 custom pubs.

– Imported trade pub subscriber files.

Analyzed total metal cutting market: 55,000 accounts.– UCC filings and government records.

– Sales team identified target accounts.

– Marquee accounts like GE and Caterpillar.

6,000 accounts

8,000 accounts

A content production push

8

Gated content delivered via social media

Followers

88,000 Facebook

7,500 LinkedIn

2,000 YouTube

6,000 Twitter

Strategy

Messages drive to deep

content at Makino.com.

Goal = conversions/Lead

generation.

Makino’s marketing ROI

Consumption and sharing

• 200% increase in social media

audience.

• Web traffic up 18%.

Leads and sales

• Record lead creation in 2014.

– RFQ’s average 2-3 per day

• 4 record sales years in a row.

• Market share growth.

• Marketing expense as a % of

sales declining.

Marketing expense as % of sales

0.00.51.01.52.02.53.03.54.0

9

Integrating your social channels:

Data appendTwo directions to take:

1. Append social media handles to

customer records.

– Sirista has 75 million B2B contacts

available.

2. “Reverse append” email, phone and

postal records to your social media

followers.

http://www.biznology.com/2016/06/make-the-most-of-your-social-media-fans/

3. Predictive modeling takes off

Lead generation Lead management

• Lead scoring.

• Account penetration.

– “Reason to call.”

– Next product

recommendation (cross

sell).

– Predicting churn.

10

5. ABM: The pendulum swings back

Data-related tactics

• Data append.

• Data discovery.

• Specialized 3rd-party databases.

– MeritDirect’s Omnibase.

Communications tactics

• Addressable media, with real

personalization.

• Banner advertising, and

retargeting, by account.

• Account based web design.

20

Secret weapon: IP address identification

Providers

VisitorTrack

VisualVisitor

DemandbaseVisistat

WhoIsVisiting

11

6. Pay-for-performance lead generation

Teleprospecting

– Inquiry generation.

– Appointment setting.

Syndicated content

– Technology publishers, like

TechTarget.

– General business, like

Netline and MadisonLogic.

7. Content marketing matures

12

Content marketing is HUGE in B2B

Top B2B applications

1. Thought leadership2. Lead generation

offers3. Search engine

rankings

4. Lead nurturing touches

http://adage.com/article/btob/pillars-b-b-content-

marketing/295236

24

13

Content assets checklist

• Archived webinars

• Articles

• Blog entries

• Case studies

• Data sheets

• eBooks

• Executive interviews

• Infographics

26

• Newsletters

• Presentations

• Press releases

• Podcasts

• Research reports

• Special interest websites

• Tweets

• Videos

• Webinars

• White papers

14

Content types by buyer preference

Source: DemandGen Report 2015 Content Preferences Survey

Most popular content• Case studies

• White papers• Ebooks

• Webinars

• Videos

Most effective content for lead gen

DemandWave State of B2B Digital Marketing 2016

15

Most effective content for sales revenue

29DemandWave State of B2B Digital Marketing 2016

Tip: Balance effectiveness vs. difficulty

30

16

Bonus topic:

What’s hot in programmatic advertising?

Source: D&B, Programmatic Advertising & The B2B Marketer, 2015.

54% of B2B marketers are using programmatic media buying. 65% planned to increase their spending in 2016.

17

Two programmatic display strategies for lead generation

Lookalike modeling

• Model current top customers. Find

and attach lookalikes.

• Onboard file at DMP (LiveRamp),

where it is stripped of PII, cookie’d,

and stored separately for campaign

use.

• Have the file sent to a DSP

(MediaMath) for display campaign

to lookalikes.

ABM targeting

• Identify a set of target domains

(accounts).

• Data provider (Stirista) appends

decision-maker contacts by title,

level, department.

• Onboard the names at LiveRamp.

• Run display campaign to account-

based targets.

• Retarget website visitors from

target accounts who did not

register.

Today’s takeaways

1. Take advantage of new sources of

prospecting data.

2. Experiment with predictive modeling.

3. Support your sales team with account based marketing.

4. Apply social media to its best use.

5. Use IP address identification carefully.

6. Think strategically about content

marketing.

18

ruth@ruthstevens.com

@RuthPStevens

Thank you