1st Place WINNERS Consulting Case Competition for Elevio x The University of Melbourne
•
2 likes•695 views
The document proposes a marketing strategy for elevio, a customer service platform. It introduces the team behind elevio and provides an analysis of the customer service situation and expectations. The proposed strategy has three periods - growth, transition, and retention. It identifies target audiences and case studies. The marketing objectives, channels, tactics, and an initial budget for the first year are then outlined in detail with a focus on social media, research, direct marketing, and networking activities.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to 1st Place WINNERS Consulting Case Competition for Elevio x The University of Melbourne
Similar to 1st Place WINNERS Consulting Case Competition for Elevio x The University of Melbourne (20)
Recently uploaded
Recently uploaded (20)
1st Place WINNERS Consulting Case Competition for Elevio x The University of Melbourne
- 1. THE PROPOSAL
- 2. who are we? THE EMPTY COFFEE CUPS. Nicole Gonzales Bachelor of Commerce (Marketing and Management) Kate Gilchrist Bachelor of Commerce (Marketing and Management) Li Ting Chen Bachelor of Commerce (Accounting and Finance) Amanda Tan Bachelor of Commerce (Finance and Marketing) Celine Xin Master of Management (Finance)
- 3. one two three situation analysis our interpretation of the task proposed strategy four measurement and success
- 4. the situation 89% of customers get frustrated because they need to repeat their issues to multiple representatives According to consumers, customer service agents failed to answer their questions 50% of the time 90% of customers say they have had poor experience seeking customer support on mobile 70% of the time, a decision to a customer query is made before the customer even contacts the company AUS: Locals spent 143 years waiting in vain to speak to Centrelink in 2013-2014 and eventually hang up US: 45% of consumers will abandon an online transaction if their questions or concerns are not addressed quickly CUSTOMER SATISFACTION & EXPERIENCE
- 5. the situation 51% of customers prefer to have self-service options available on a company’s website 50% of customers think it’s important to solve product or service issues themselves CUSTOMER EXPECTATIONS
- 6. What is elevio? 24/7 helpdesk Multi-channel helper Watchful patrol guard Easy, quick and convenient Budgeting for customer service? Hell no! Say goodbye to multiple tabs So… what does this mean?
- 7. elevio is the future By 2020 a customer will manage 85% of the relationship with an enterprise without interacting with a human (Gartner, 2011)
- 8. what you said IDENTIFY REACH ENGAGE refine and find key industries and people to target where and how do we target them? what mediums and channels are most effective?
- 9. target audience Tech Telco Networks Logistics Hospitality + Events
- 10. target audience B2B Decision-Makers (CIO, CFO, Senior Managers) Influencers (Analysts, Media, Company Researchers) Industries (Hospitality, Telco Networks, Logistics, Tech) SMEs/Large Enterprises US/UK/AUS
- 11. case study #1: OPTUS As shown in the chart, Optus consistently holds the crown as Australia's most complained about telco. Their solution: "To address these issues, we are increasing our in- field technicians and customer service staff, and ensuring we educate our front line and customers on their mobile usage.”
- 12. case study #2: DHL Problems: • Difficult for customers to differentiate similar services • Staff doesn’t know how to solve issues and keep passing the issue back and forth to one another Solution: • Elevio’s visualizer can be used to explain the features of the services provided • Staff can find answers in internal systems for customers faster with elevio’s help
- 13. our marketing objectives This then leads to: Increase in revenue Increase in customers • Loyalty and advocacy • Increase engagement rates (social media) • Increase lead generation (website, direct marketing) • Amplify brand awareness and reach
- 14. overview of our plan Short/mid term action plan: • Increase engagement with SME’s • Raise awareness and gain as much exposure as possible • Establish the brand identity and position within its field online and offline • Begin expanding to medium to large corporations • Attract more customers on the highest plan, or convert current plans to highest plans • Brand and industry establishment in the global arena Short term plan then feeds into/facilitates long term plan:
- 15. overall key message SMEs: Grow your business by offering great customer experience, minus the stress. #1 #2 Large Enterprises: Make a customer, not a sale.
- 16. timelinePERIOD1 GROWTH (SMEs) SOCIAL MEDIA • Increase engagement • Establish the situation of customer experience RESEARCH • Inserting ourselves in the conversation DIRECT MARKETING • Building our network period 1 period 2 period 3
- 17. timeline period 1 period 2 period 3 PERIOD2 TRANSITION (SMEs and Large Enterprises) SOCIAL MEDIA • Maintain interest of SMEs, start engaging large enterprises • LinkedIn Sponsored Content • Hop on a trend to stay relevant RESEARCH • Start pitching success stories to the media to establish reputation and credibility • Emphasize on the impact of customer experience on continued success DIRECT MARKETING • Further engage our current leads • Attract leads from larger corporations
- 18. timeline period 1 period 2 period 3 PERIOD3 RETENTION (Large Enterprises) SOCIAL MEDIA • Targeted company updates on LinkedIn • After-sales service reassurance RESEARCH • Submit informed opinion and insights on publications to build thought leadership reputation DIRECT MARKETING • Stay consistent with brand • Leverage connections to grow credibility
- 19. marketing channels Source: Bizible 2015 Marketing Channel with Greatest Impact on Revenue in Software and Tech Industry
- 20. tactics WEB CONTENT RESEARCH Visual Design & Content Video Production Blog LinkedIn Facebook & Twitter SEO Media Relations DIRECT MARKETING Networking Direct Mail Events & Expos Email Marketing SOCIAL MEDIA
- 21. WEB CONTENT 1. visual design & content 2. video production
- 22. visual design and content • 91% of buyers prefer visual and interactive content rather than traditional formats • 42% of researchers reported using a mobile device during the B2B purchasing process • Nearly 8 in 10 of consumers would stop engaging with content that doesn’t display well on their device • 89% and 88% of B2B marketers identify customer testimonials and case studies respectively as the most effective content marketing tactics Establish a clear visual hierarchy Balance text with visuals Minimize scrolling Improve mobile optimization Add page on customer testimonials Link blog to main menu Marketing Insights Report
- 23. video production • 86% of buyers want to see info about the company's products/services on its homepage • 62% of B2B marketers rated videos as an effective content marketing tactic in 2016 • 76% of companies say it has positively impacted marketing ROI • Including a video on your homepage can increase conversion rates by 20% or more • Cater to all types of learners • Demonstrating product features (portfolio and testimonials) • Establish oneself as a thought leader by emphasizing on the importance of a positive customer experience
- 24. video production How to market to catch people’s attention? Create a story, not a manual. The video pitch: “Elevio is incarnated as a helpful robot that goes around anticipating Man's needs, providing him with unexpected help. The purpose is to encourage viewers to form positive associations between the robot (mascot) and elevio.” Character 1: Robot Robot should look like an upgraded version of Wall-E, who embodies values of empathy, altruism and is well known. Character 2: Man A man who looks like a young tech professional.
- 25. video production Part 1: Showcase everyday situations that demonstrate the robot anticipating man’s needs. Part 2: Man uses elevio on his laptop to demonstrate the product’s capabilities. End sequence: Comic relief Extended chapters: Bob speaking multiple languages - showcase elevio's multi-lingual capability. Integration of Bob into image content.
- 26. SOCIAL MEDIA 1. Blog 2. LinkedIn 3. Twitter & Facebook
- 27. Blog Period 1 (Growth) Period 2 (Transition) Period 3 (Retention) Focus on SMEs SMEs Cutting costs, reducing load Supporting growth through increase in engagement rates Build thought leadership status Maintain interest of SMEs, start targeting large enterprises SMEs Hop on a trend to stay relevant Large enterprises Impact of customer experience on loyalty and sales Sharing testimonials Mainly focus on large enterprises Large enterprises Industry-targeted web- series showing elevio’s relevance in each identified industry After-sales service reassurance • Identify and interact with potential customers to build network and gain insights • Share external relevant articles on the social media platforms • Share any company news • Educate businesses about evolution of customer experience
- 28. LinkedInA place for engagement, building connections and gaining insight i. Fortune 500 companies most-used social media platform, 40 million B2B decision-makers ii. 50% of LinkedIn members report they are more likely to buy from a company they engage with on LinkedIn iii. 45% of B2B tech marketers have acquired a customer directly from LinkedIn iv. 89% of B2B marketers say blog posts and case studies are the most effective on LinkedIn v. Companies that blog 15 or more times per month see 5x more traffic than companies that don't blog Period 1 (Growth) Period 2 (Transition) Period 3 (Retention) • Share ALL blog articles on elevio’s LinkedIn page • Produce new content • Various campaigns through LinkedIn Sponsored Content, updated bi-weekly • Targeted Company Updates
- 29. Twitter & Facebook • Only 30% of B2B marketers say Facebook is effective for B2B marketing • However, the average decision-maker uses Facebook 18 days a month, compared to 13 for LinkedIn • 1 in 4 decision makers said Facebook would be their social channel of choice • 89% of B2B marketers say videos are most effective on Facebook • Over 288,000 CEOs use Twitter to connect with customers, develop influence and show thought leadership • 366,000 start-up founders are on Twitter • 99.9% of tech journalists use Twitter • 43% of business decision-makers use Twitter to discover new products and solutions Period 1 (Growth) Period 2 (Transition) Period 3 (Retention) • Share scheduled blog articles through hyperlinks with short descriptions • Convey content through infographics and attach relevant videos • Create a list for each industry to gain insights Considering the difference in their tone, we should also: • Go behind the scenes • Share fun facts & rich media
- 30. RESEARCH 1. search engine optimization 2. media relations
- 31. search engine optimization What do we want? • Be part of the conversation early on and throughout their searching. • Responsive website with great content The most important question is not: “What shows up when you search for elevio?” It is: “Will elevio be shown when relevant keywords are searched?” • 35% of B2B buyers were most likely to begin researching work-related purchases on search engines • 71% of B2B researchers start their research with a generic search • B2B buyers are already 57% through the decision process before they perform an action on your site
- 32. media relations 14 million56 million • 87% cite traditional media as being just as important as social media in the purchasing decision making process • 71% of the decision makers highly value earned coverage about vendors they are considering • 50% of decision makers would like to see more impartial and independent commentary • Over 60% of UK and US decision makers look to industry analysts as a primary source of information 20 million 85 million Period 1 (Growth) Period 2 (Transition) Period 3 (Retention) • Exposure and growth • Pitch to the media in general about product features and how it helps SMEs grow • Pitch insight on customer experience Result: • Educating the public about current market situation • Strengthen current media relations • Share success stories • Emphasize on the impact of customer experience on continued success Result: • Continue to become more credible and recognised • Natural growth • Begin writing for important and recognized media outlets Result: • Have the authority to speak about this topic Driving credibility, knowledge and education of customer service
- 33. DIRECT MARKETING 1. Networking 2. Direct Mail 3. Events & Expos 4. Email Marketing
- 34. networking Purpose of networking: 1. Lead Generation 2. Conversion Period 1 (Growth) Period 2 (Transition) Period 3 (Retention) SMEs • Events • Cold calling • Email marketing post events • Begin building lead base SMEs • Already have a lead base • Marketing automation to stay relevant • Further engage current leads Large Enterprises • Attract leads from larger corporations Large Enterprises • Stay consistent with your brand • Leverage connections to grow credibility • Direct mailers to those who matter
- 35. direct mailers Utilize press kits Primary purpose of press kits: • Address questions from media, investors, potential clients etc. • Impact on perception of brand • Credibility • Average direct mail response rates (3.7%) dramatically outperform response rates for direct digital channels (0.62 %). • B2B company example: Salesfusion saw 15-20% conversion rates from its “three-dimensional” direct mail campaigns.
- 36. events and expos There are many to choose from, let us narrow down your choices: www.Meetup.com • Technology Start-ups LinkedIn Professional Group • Software & Technology (1.7 million members) • Software as a Service (78,000+ members) SaaStr Annual •International •7-9 Feb 2018 •San Francisco, US •Biggest event targeted to SaaS - 20,000 SaaS Founders, VCs, Execs Technology + Gadget Expo (TGE) •National •19-20 August 2017 •Melbourne Convention & Exhibition Centre
- 37. automated email marketing • $1 invested in email marketing initiatives yields roughly $44.25 return for marketers • 53% of marketers say ongoing, personalized communication with existing customers results in moderate to significant revenue impact • 75% of companies using marketing automation see ROI within 12 months, 44% within 6 months • Businesses that use marketing automation to nurture prospects experience as much as a 451% increase in qualified leads Right audience at the right time How? • Run engagement marketing campaigns to target leads at the right time • Trigger emails to send based on visitors’ behaviors • Personalize emails • Engage throughout customer lifecycle streamlining, automating, and monitoring marketing objectives E.g. Campaign Monitor, Autopilot
- 38. budget Breakdown Costs Video Production $0 $0 Marketing Automation $9-$20/month for annual plan $86-240 Direct Mailers a) Printing = $0.4 b) USB= $2 c) Customized stress ball = $2 d) Box = $1 = $5.40 $5.40 x 500 = $2,700 LinkedIn Sponsored Content $2-4/click $30,000 Expos a) Pull out banner (200cmx80cm) = $100-200 b) Exhibition display stand = $3,000 - $7,000 c) Space (3x3ft) = $800-$2,500 $3,900 – $9,700 Networking $0-900 (two days) *Transport costs not included $0-900 Average Total Cost - $40,113
- 39. thank you
Editor's Notes
- 89% of customers get frustrated because they need to repeat their issues to multiple representatives (Accenture 2013) According to consumers, customer service agents failed to answer their questions 50% of the time (Harris Interactive 2015) 90% of customers say they have had poor experience seeking customer support on mobile (Software Advice 2015) 70% of the time, a decision to a customer query is made before the customer even contacts the company (SSI 2013) AUS: Locals spent 143 years waiting in vain to speak to Centrelink in 2013-2014 and eventually hang up (Canberra Times 2015) US: 45% of consumers will abandon an online transaction if their questions or concerns are not addressed quickly (Forrester 2013)
- 51% of customers prefer to have self-service options available on a company’s website (Econsultancy 2013) 50% of customers think it’s important to solve product or service issues themselves (Zendesk 2013)
- 82% of marketers who blog see positive ROI for their inbound marketing. 83% of B2B marketers use content marketing for lead generation. (Source) https://vtldesign.com/digital-marketing/inbound-marketing-vs-outbound-marketing/ http://mashable.com/2011/10/30/inbound-outbound-marketing/#VN4R0OBLCqq8
- Before we can help others, we have to help ourselves - Great content should be supported by great design - Set a good example 91% of buyers prefer visual and interactive content rather than traditional formats (DemandGen Reports 2015) 42% of researchers reported using a mobile device during the B2B purchasing process (Google 2015) Nearly 8 in 10 of consumers would stop engaging with content that doesn’t display well on their device (Adobe 2015) 89% and 88% of B2B marketers identify customer testimonials and case studies respectively as the most effective content marketing tactics (Technology Marketing 2013) Sources: According to the 2015 Content Preferences Survey, 91% of buyers prefer visual and interactive content rather than traditional formats. Also, in a B2B marketing study done by Google, 42% of researchers reported using a mobile device during the B2B purchasing process. Customer testimonials and case studies are considered the most effective content marketing tactics, identified by 89% and 88%, respectively, of B2B marketers. (2013 B2B Content Marketing Trends Report) Customer testimonials have the highest effectiveness rating for content marketing at 89%. (Social Fresh) Nearly 8 in 10 of consumers would stop engaging with content that doesn’t display well on their device. — Adobe - Sure, that stat was related to consumers, but the B2B audience is made up of consumers at work --- Reason 2: Testimonials create an emotional appeal for your branding and help convey your overall brand message: #8: Brands that inspire a higher emotional intensity receive 3x as much word-of-mouth as less emotionally-connected brands. The same academic study also found that highly differentiated brands earn more positive word-of-mouth. (Journal of Marketing Research) #9: 65% of your audience are visual learners. (WebDam) If your website pops up in a search engine query, and it isn’t mobile friendly, 40% of online users will go back and choose a different result. iAcquire and SurveyMonkey. 38% of people will stop engaging with a website if the content/layout is unattractive in its layout or imagery (and when a website isn’t responsive, it can very easily become unattractive on certain screens.) Adobe. B2B researchers are not just using mobile when they are out and about, but rather wherever they are. In fact, 49% of B2B researchers who use their mobile devices for product research do so while at work. They're comparing prices, reading about products, comparing feature sets, and contacting retailers. They're purchasing, too; purchase rates on mobile are up 22% in the past two years. Considering the amount of time they're spending on their smartphones, it's important that you provide them with rich mobile experiences. Getting positive testimonials from beta customers who were involved in the product development phase and presenting it to large potential clients is an excellent way to validate the product and the company.
- 86% of buyers want to see info about the company's products/services on its homepage (KoMarketing 2015) 62% of B2B marketers rated videos as an effective content marketing tactic in 2016 (Content Marketing Institute 2016) 76% of companies say it has positively impacted marketing ROI (Web Video Marketing Council, ReelSEO & Flimp Media 2015) Including a video on your homepage can increase conversion rates by 20% or more (ReelSEO 2016) Complementing the idea of encouraging self-service support, we should cater to all types of learners Other than demonstrating product features, include portfolio and testimonials as well as establish oneself as a thought leader Print Amanda’ story board To support the idea of self-service support, attract different types of learners How-to’s Trials Video Explanation Put it on youtube Our findings show a clear path for vendors looking to maximise their impact with IT and marketing decision makers. 41% of decision makers say the single biggest change vendors can make is by sharing more external opinion as part of their overall marketing strategy (hotwire) videos increase web traffic for B2B businesses by 41%. But further, explainer videos have been shown to increase conversion rates for companies by 20%. Explainer videos help solidify your expertise while simultaneously giving a human face to your brand. They also increase the chance of virality if you share explainer videos on your website and social media pages, upping the chances that your followers can help you get some free marketing. 51.9% of marketing professionals worldwide name video as the type of content with the best ROI. (Hubspot) Once on a company's homepage, 86% of visitors want to see information about that company's products/services. (Source: KoMarketing) Technical brochures and specification sheets (61%) and instruction manuals and how-to documents (46%) were the most helpful forms of content, followed by video. Videos about product features top the list, followed by how-tos and professional reviews. They're watching the videos that appear on YouTube because they find them highly useful. These videos are also helping extend the conversation: When asked what they did after watching, B2B researchers said they talked to colleagues, looked for more information, visited a brand's website/store, or shared the video. Start to finish, videos are playing an increasing role for these researchers. That means you need to be producing content that helps them learn about, compare, and research their B2B purchases. Include portfolio and testimonials Problem: Elevio’s content isn’t accessible to the general public. Without trialing the product, clients don’t really know what Elevio provides or how it functions. Some people aren’t willing to waste their time investigating a product that seems complicated on the surface. Understanding different ways people learn a new concept: -Visual (learn by seeing and watching, benefit images, illustrations, videos, colors) -Aural (learning by hearing and listening) -Kinesthetic (learn best by touching and doing) Each learner needs different things to adequately conceptualize and retain the information they are given. If a visual learner is told to remember something, they most likely won't. If a kinesthetic learner watches a movie on how to do something, they might not be able to do it. Recommendation 1: Provide an informative promo video with a general message, eg. demonstrates how it works, outlines the benefits to clients and benefits to client’s customers. Tone and visuals should be in line with brand image (e.g. cute and upbeat like Trivago , futuristic, cutting-edge) This will benefit Visual clients. While the 14 day free product trial benefits kinesthetic learners. Recommendation 2: Short video tutorials that demonstrate the key functions of the product (1.Content creation, 2.Inline help, 3.Contextual opens, 4.Insights & Suggestions, 5.Visualiser) You have to make it easier for people to learn about your product before they even trial the product. Agree!
- REALITY #1: Nearly half of all B2B researchers are millennials Over the past two years, there's been a dramatic shift in the B2B researcher demographic. Back in 2012, there was a pretty even mix across age groups. In 2014, however, 18- to 34-year-olds accounted for almost half of all researchers, an increase of 70%. - https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html https://www.weidert.com/whole_brain_marketing_blog/statistics-about-b2b-social-media-usage Use assisted conversion in google analytics Blogs – Company blogs are the groundwork of B2B social media. Before you can develop a Twitter, you need something to tweet about – the content posted on your blog should sustain your other social media channels. True B2B tech marketing innovation comes from frequently posted, original, shareable content that will help you acquire customers.
- Fortune 500 companies most-used social media platform, 40 million B2B decision-makers (LinkedIn 2016) 50% of LinkedIn members report they are more likely to buy from a company they engage with on LinkedIn (LinkedIn 2017) 45% of B2B tech marketers have acquired a customer directly from LinkedIn (IDG Research 2017) 89% of B2B marketers say blog posts and case studies are the most effective on LinkedIn (Regalix 2016) Companies that blog 15 or more times per month see 5x more traffic than companies that don't blog (HubSpot 2017) https://business.linkedin.com/marketing-solutions/cx/17/02/the-sophisticated-marketers-guide-to-linkedin/3qc Trigger a need Social Media - Evaluate effectiveness, monitor regularly, focus on effective ones Creating longer forms of content, such as in-depth blog posts, eBooks, video courses, etc. are great ways for a small business to boost their reputation and unique value proposition. It helps you to connect to your audience and, in turn, generate more leads. Take a deeper look at your buyer personas and listen to your customers to find out what they want and what they think is worth listening to – then create content around those needs. https://business.linkedin.com/marketing-solutions/blog/6/60-b2b-marketing-quotes-stats-and-facts-for-the-modern-marketer LinkedIn – Innovative tech marketers are able to employ social media as a direct driver of leads. According to a study from IDG Research, 45% of B2B tech marketers have acquired a customer directly from LinkedIn. Establishing a LinkedIn company page where you can interact with potential customers in your industry drives the perception of your business as a thought leader and generates leads. 80% of B2B marketing leads from social media come through LinkedIn. 92% of B2B marketers use the platform over all others. Marketers say they see a 28% lower cost per lead with LinkedIn Sponsored Content than with Google Adwords. LinkedIn has been rated the most effective social media platform at 66% and 94% of B2B organizations use it to distribute content. If you’re looking for potential clients amongst the upper management sector, close to half of the top 25% of earners on the Internet are LinkedIn members. 82% of marketers who blog see positive ROI for their inbound marketing. (Source) There are 15 different targeting categories, including location, company industry, job title, seniority, gender, age and years of experience – to name a few. Targeting can be very useful, but be sure to keep your audience around 300,000 for sponsored content and 60,000-400,000 for text ads https://blog.elev.io/ http://www.socialmediaexaminer.com/how-to-get-your-linkedin-ads-to-reach-more-small-businesses/
- Over 288,000 CEOs use Twitter to connect with customers, develop influence and show thought leadership (Content Marketing Institute 2016) 366,000 start-up founders are on Twitter (Content Marketing Institute 2016) 99.9% of tech journalists use Twitter (Content Marketing Institute 2016) 43% of business decision-makers use Twitter to discover new products and solutions (Content Marketing Institute 2016) Over 288,000 CEOs* use Twitter to connect with customers, develop influence and show thought leadership. 366,000 start-up founders are on Twitter.* 99.9% of tech journalists use Twitter.* And 87% of B2B marketers use Twitter to distribute content.** TRIGGER 43% of business decisionmakers use Twitter to discover new products and solutions* RESEARCH & EVALUATE 34% of business decisionmakers use Twitter to research for an IT initiative* PURCHASE 29% of business decisionmakers use Twitter when making a purchase decision* AFTER PURCHASE 31% of business decisionmakers use Twitter to get support post-purchase* Content Marketing Institute 2016 - https://cdn.cms-twdigitalassets.com/content/dam/business-twitter/resources/B2B_ebook_2016.pdf However, although less effective, we should still not completely disregard the power of twitter and facebook https://www.entrepreneur.com/article/253858 https://www.marketingsherpa.com/article/how-to/how-to-market-to-smallmedium » Decision makers want the personal and this is where Facebook can become a powerful part of a B2B marketing strategy. It’s not a channel to churn out company news, but instead can become a key distribution point for our case studies, earned media coverage and third party endorsements. Twitter – Building a Twitter presence is an important B2B tech PR tactic, as Twitter has increasingly become a forum for discussions about technology. B2B tech marketers should establish a voice in this space, tweeting multiple times daily about relevant industry news and topics without being overtly self-promotional. Facebook – Facebook remains largely personal rather than business-focused, and consequently, a less important aspect of B2B tech marketing. Because it reaches such a broad audience, technology companies should still have a Facebook presence, sharing links to blog posts, events and major announcements. Twitter and Facebook have gotten a bad rap when it comes to B2B. Unless you’re targeting small business owners and sole-proprietors, they’re often viewed as a throw-away networks. Most strikingly, when asked which one channel they’d turn to for information on a purchasing decision, 1 in 4 (24%) decision makers said Facebook would be their social channel of choice. This places Facebook ahead of LinkedIn at 17% and far ahead of Twitter which, despite both marketers and IT decision makers saying they are using more than ever, would be relied upon as a sole source of information by just 6% of decision makers. Why? Because we use it more – our study reveals the average decision maker uses Facebook 18 days a month, compared to 13 for LinkedIn. Decision makers look to the channels they’re using as part of their daily routine – we don’t want to check whole new sources of information if we don’t have to. This pattern is only likely to become more obvious as time goes on – 51% of senior marketers and 39% of IT decision makers think they’ll be making more use of Facebook to help with decision making in a year’s time. a third of senior marketers will make use of social media in helping decide on which vendors to shortlist. I (Hotwire)
- B2B end-user buyers worldwide were most likely to begin researching work-related purchases on search engines (35%) 90% of B2B researchers who are online use search specifically to research business purchases - https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html 71% of B2B researchers start their research with a generic search Research shows that those involved in the B2B buying process are already 57% of the way down the path to a decision before they'll actually perform an action on your site. It's not enough just to bid on your brand terms. Influence and decision making are happening earlier on in the purchasing path, even prior to brand awareness. Identify where you can be part of the conversation early on and throughout their searching.
- At the end of the day, you have no direct control over your SEO ranking, google does. So, produce great content! 35% of B2B buyers were most likely to begin researching work-related purchases on search engines (Google 2015) 71% of B2B researchers start their research with a generic search (Google 2015) B2B buyers are already 57% through the decision process before they perform an action on your site (Google 2015) Be part of the conversation early on and throughout their searching. The best way to improve your SEO is to create great content. Google has prioritized responsive websites in its search engine results since April 2015. It's not enough just to bid on your brand terms. Influence and decision making are happening earlier on in the purchasing path, even prior to brand awareness. Although Google is a pricier option, the company currently owns 71% of the search market share. The best way to improve your SEO and your search engine ranking positions (SERP) on Google, is to create great content. > go to next slide This means that only 40% of clicks are left for the second through the millionth result on google for the keyword. Securing that top spot on Google is a sure fire way to gain thousands upon thousands of visitors. SEO is certainly the tool needed to gain that top spot as well. For a small up front investment you are looking at potentially millions of sales.
- 87% cite traditional media as being as important as social media in the purchasing decision making process – and in particular stress its value when starting to shortlist and negotiate with individual vendors (Hotwire 2016) 71% of the decision makers highly value earned coverage about vendors they are considering (Hotwire 2016) 50% of decision makers would like to see more impartial and independent commentary (Hotwire 2016) Over 60% of UK and US decision makers look to industry analysts as a primary source of information. (Hotwire 2016) *mediaconnect From blogs to infographics, content marketing is a way to gain authority in the eyes of Google – but placing content on your own website is not enough to skyrocket SEO. Content should be placed on other news or industry-related websites. Everyone that is, except business decision makers. 87% cite traditional media as being as important as social media in the purchasing decision making process – and in particular stress its value when starting to shortlist and negotiate with individual vendors. What this means is vendors should continue to seek earned media coverage – 71% of the decision makers we surveyed highly value earned coverage about vendors they are considering. There’s a distinct contrast here between marketing and IT decision makers. IT decision makers in the UK and US focus on publications with heritage which have a track record in the IT sector – Forbes, Computer Weekly, Wired, etc. Marketing decision makers are more likely to engage with newer outlets which have a digital only focus – Business Insider and Huffington Post are the two most widely read publications amongst marketers and Business Insider was the most consulted publication through (Hotwire) 50% of decision makers would like to see more impartial and independent commentary being issued by vendors to assist them with the purchasing process. In particular, industry analysts continue to carry considerable weight as a trustworthy source of opinion – over 60% of UK and US decision makers look to them as a primary source of information. Being featured in analyst reports will continue to be important, as will involving analysts in events and briefings *monthly unique visitors Remove marketingtech? Difficult to measure roi but establishes credibility amongst concentrated market What’s our angle? Brand advice, how-to’s, success stories, pull ideas from the blog Pitch your story or write your own story If you’re on their page, you go to their social networking pages too Examples of marketing websites (write down their reach) B&T AdAge Marketing tech news Mashable Entrepreuner HBR Business Insider Tech crunch Inc Forbes http://mashable.com/advertise/ - https://admin.mashable.com/wp-content/MashableMediaKit.pdf http://adage.com/images/bin/pdf/Ad_Age_Media_Kit.pdf http://www.bandt.com.au/information/uploads/2014/07/BandTDigitalRatecardV2-old.pdf http://www.marketingtechoutlook.com/magazines/MediaKit-2017/ http://media.futureus.com/wp-content/uploads/sites/136/2015/05/TechRadar-2015-Media-Kit_WEB.pdf https://techcrunch.com/advertise/ http://mediakit.inc.com/digital-audience/ http://entrepreneurmedia.com/ http://www.forbesmedia.com/wp-content/uploads/2015/06/2017_MediaKit.pdf https://www.wired.com/wp-content/uploads/2015/02/2015_WIRED_Media-Kit_1_15.pdf https://www.wired.com/wired-advertising/ http://www.businessinsider.com/advertise/?r=AU&IR=T#the-reach
- Networking is very general Channels/strategy examples we will address is email marketing and direct mail. This is to facilitate networking
- Lead generation – a lead is generated when communication is establihsed between two parties Conversion is when a lead converts into a paying client Referring to the graph, one of the most effective marketing channels are referrals and worth of mouth. Because this kind of marketing goes directly from one person to another. This is exactly what we want to achieve in a B2B marketplace. Why? B2B market especially in larger corporations is flooded with industry veterans. You’re supplying to people who live in that field. This means you need to know and thorougly understand their needs and risks and responsibilities. The BEST and most EFFECTIVE way to do this is through referrals, because the only people they will speak to are people they trust, people they believe have crediblity. And this is why you must establish connections. 75% of marketers and 71% of IT decision makers view small events like seminars and briefings as extremely important (Hotwire)
- Average direct mail response rates (3.7%) dramatically outperform response rates for direct digital channels (0.62 %). B2B company example: Salesfusion saw 15 to 20 percent conversion rates from its “three-dimensional” direct mail campaigns. Press kit is an information package about a business or product It primary According to the Direct Marketing Association’s 2015 Response Rate Report, average direct mail response rates (3.7 percent) dramatically outperform response rates for direct digital channels (0.62 percent). B2B companies have proven this with their own campaigns. Salesfusion, for example, saw 15 to 20 percent conversion rates from its “three-dimensional” direct mail campaigns.
- Right audience at the right time: Marketing automation: streamlining, automating, and monitoring marketing tasks E.g. Campaign Monitor, Autopilot
- $1 invested in email marketing initiatives yields roughly $44.25 return for marketers (Experian 2013) 53% of marketers say ongoing, personalized communication with existing customers results in moderate to significant revenue impact (DemandGen 2014) 75% of companies using marketing automation see ROI within 12 months, 44% within 6 months (Focus Research 2013) Businesses that use marketing automation to nurture prospects experience as much as a 451% increase in qualified leads (The Annuitas Group 2012)
- Celine? https://www.linkedin.com/help/linkedin/answer/7431?query=sponsored%20content%20cost https://www.linkedin.com/help/linkedin/answer/1393?query=sponsored%20content%20cost
- 22. 54% of B2B Marketers see producing engaging content as a top content marketing challenge. (Source) 23. 50% of B2B Marketers see producing content consistently as a top content marketing challenge. (Source) 24. 49% of B2B Marketers see measuring content effectiveness as a top content marketing challenge. (Source)