An introduction to digital marketing for B2B - exploring key trends, frameworks for digital marketing strategy and tips to help you get started with digital marketing, social media, SEO and content marketing.

1. Digital Marketing for B2B.
IntroductionandStepstoGetStarted.

2. Digital Marketing for B2B.
IntroductionandStepstoGetStarted.
Whatwewillcovertoday.
1. Introduction: Trends in B2B Digital Marketing.
2. Strategy: Goal Setting, Planning, Execution and Measurement.
3. Digital Marketing Channels: Earned, Owned and Paid Media.
4. Key Out-takes: Steps to Get Started.
2

3. 01. Introduction:
Trends in B2B Digital Marketing.
3

4. Digital Marketing for B2B.
01. Introduction: Trends in B2B Digital Marketing.
Sowhereshouldwestart?
To understand B2B digital
marketing we need to
understand how audiences
and B2B buyers are
changing.

5. “9 out of 10 B2B buyers say
when they’re ready to buy
– they’ll find you – 81% of
them start this process with
a web search”
- DemandGen Report.
Wemustbepresentandsearchable
Digital Marketing for B2B.
01. Introduction: Trends in B2B Digital Marketing.

6. 20.09.13
Contentmustbesocialandshareable
Digital Marketing for B2B.
01. Introduction: Trends in B2B Digital Marketing.
“87% of B2B Buyers are
actively using supplier-
produced content & social
media to speed up their
purchasing decisions”
- Base One Buyersphere Report.

7. “84% of B2B Decision
Makers value peer
recommendations more
than any other factor in
buying decisions”
- Forrester Research.
Customersmustbecomeadvocates
Digital Marketing for B2B.
01. Introduction: Trends in B2B Digital Marketing.

8. 20.09.13
Everythingmustbemobile-friendly
Digital Marketing for B2B.
01. Introduction: Trends in B2B Digital Marketing.
“7 out of 10 C-Level
executives are using
smartphones or tablets to
look up product or service
information”
- Forbes Insight/Google.

9. 02. Strategy:
Goal Setting, Planning, Execution and Measurement.
9

10. Three Voices:
‣ Voice of Company
‣ Voice of Industry
‣ Voice of Customer
We need to integrate a
combination of Voice of
Company and Voice of
Industry into our Digital
activities.
Aframeworkfordigitalmarketing
Digital Marketing for B2B.
02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.

11. B2Bdigitalmarketingstrategy
Goal Setting Planning Execution Measurement
Digital Marketing for B2B.
02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.

12. 20.09.13
Goalsetting
What do we need to
achieve?
‣ Increase brand awareness
and industry thought
leadership.
‣ Create customer and industry
influencer advocates.
‣ Generate leads for sales
teams.
‣ Reduce customer churn.
Digital Marketing for B2B.
02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.

13. How can we achieve our
goals?
‣ Resource and budgeting.
‣ Buyer definition and context.
‣ Content and formats.
‣ Digital channels.
‣ Technology.
‣ Analytics and measurement.
Planning
Digital Marketing for B2B.
02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.

14. 20.09.13
Executingdigitalmarketingplans
Implementing our plans
‣ Platform development
(websites, mobile apps).
‣ Content creation/production.
‣ Content promotion and
influencer outreach.
‣ Staffing to manage
customers responses and
leads.
Digital Marketing for B2B.
02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.

15. What works and what can
we improve?
‣ Data and assumptions about
what our customers want.
‣ Content and content formats.
‣ Channels we have used.
‣ Technology and platforms.
‣ Staff and processes.
Measurementandoptimisation
Digital Marketing for B2B.
02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.

16. 03.Digital Marketing Channels:
Earned, Owned and Paid Media.
16

17. Channels are determined
by the audience we are
trying to engage:
‣ Earned Media.
‣ Owned Media.
‣ Paid Media.
TheB2Bdigitalmarketinglandscape
Digital Marketing for B2B.
03.DigitalMarketingChannels:Earned,OwnedandPaidMedia.

18. 20.09.13
Earnedmedia
‣ Search Engine Optimisation
(SEO).
‣ Social media.
‣ Traditional PR.
‣ Parters and affiliates.
‣ Industry influencer outreach.
Digital Marketing for B2B.
03.DigitalMarketingChannels:Earned,OwnedandPaidMedia.
Slideshare

19. ‣ Company website/s.
‣ Mobile sites or apps.
‣ Email and other customer
databases.
‣ Onsite SEO.
‣ Any other customer contact points
(including direct sales person
relationships).
Ownedmedia
Digital Marketing for B2B.
03.DigitalMarketingChannels:Earned,OwnedandPaidMedia.

20. Paidmedia
‣ Traditional advertising.
‣ Banner advertising.
‣ Search advertising.
‣ Social media advertising.
Digital Marketing for B2B.
03.DigitalMarketingChannels:Earned,OwnedandPaidMedia.

21. 04: Key Out-Takes:
Steps to Get Started.
21

22. Be clear about what you
are trying to achieve and
who you need to engage
with.
01.Defineyourobjectivesandtargetaudience
Digital Marketing for B2B.
04.KeyOut-takes:StepstoGetStarted.

23. 20.09.13
02.Createacontentstrategy
Develop content that will
engage your customers:
‣ Your personality.
‣ Customer relevance.
‣ Customer usefulness.
‣ Content formats.
‣ Editorial plan and content
frequency.
Digital Marketing for B2B.
04.KeyOut-takes:StepstoGetStarted.

24. Dedicate appropriate
staffing/resource to
execute and achieve your
objectives.
03.Resourceappropriately
Digital Marketing for B2B.
04.KeyOut-takes:StepstoGetStarted.

25. 20.09.13
04.Shareable,searchableandmobile
Ensure your website and
content are mobile friendly,
shareable and search
engine optimised.
Digital Marketing for B2B.
04.KeyOut-takes:StepstoGetStarted.

26. Experiment with different
approaches - across
content, technology and
channels. Measure
performance, and optimise
your activities.
05.Thinkbig,startsmall,scalefast
Digital Marketing for B2B.
04.KeyOut-takes:StepstoGetStarted.

27. NorthWard Digital
e. hello@northwardcph.com
w. www.northwarddigital.com