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Eight is Enough
The Essentials of B2B Marketing
@ToddEbert
CMO, MultiView
The 8 Essentials of B2B Marketing
Know your customer journey
Always be helping
Create marketing so good people
would pay f...
1. Know Your Customer Journey
customer journey map icon by Yu luck from the Noun Project
If you don’t know where you want to go
then any road will take you there.
— Cheshire Cat to Alice in Wonderland
How do YOU buy today?
Search
Do you use your mobile
phone to instantly research
products and services?
Surf
Do you see ads...
Now think about your ideal buyer. Who are they? And how do
they buy your types of products?
If you don’t
know where
they g...
We now self-educate
online and complete
70% of the buying
journey before
contacting vendors!
You Must Be Present To WinBuying Journey
NowThen
Marketing
Sales
Marketing
Sales
Exploring
[Interest]
Researching
[Conside...
THEN
Rep
Guided
• Customers have tons of information at their fingertips online and complete 70% of the buying journey bef...
28%
@ 6%24%
Online
7.6 Hours
Daily Media Consumption
1%
Search
Email / IM
Surf
Content
Surf Social Medi
Shop Online
19%
Su...
You Need To Reach Buyers Digitally at EVERY Stage!
Do I have a
problem?
Who can
solve it?
Who should
solve it?
Do I want t...
A detailed breakdown of how digital media
influences each step of the B2B buying
journey and how to accelerate your
prospe...
2. Always Be Helping
If people like you they'll listen to you,
but if they trust you they'll do
business with you.
— Zig Ziglar
Change Your Mindset!
Wanted
Educates
Provides unique insights
Solves their problems
Always
Be Helping
Unwanted
Interrupts,...
There’s Only One Way to Win …
Give
Value.
Get
Value.
To
3. Create Marketing So Good
They’d Pay For It
Content – education / insight
on a key issue
Tools / Apps - tools
that help identify and
solve issues
Expertise – evaluati...
Level 1 – Educational & Helpful Content
Level 2 – Free Tools / Apps
• Provide a useful
service
• Identify real
issues
• Recommend
improvements
• Capture contact
f...
Level 3 – Free Expert Assessment
• Provide a useful
service
• Identify real
issues
• Recommend
improvements
• Capture cont...
Level 4 – Freemium Products
• Eliminate
barriers to
trial
• Prove the
value of your
product
• Market higher
tiers of your
...
4. Promote via the Power Trio
If businesses are not visible online when
people are doing their homework, believe
me, they’ll find others who are.
— Jim ...
You MUST Be Present To Win
Ensure that people know and consider your brand…
Before They
Need Your
Solutions
During
Their
R...
OWNED
MEDIA
Website
Blog
Social Pages
Email
EARNED
MEDIA
PR Stories
Social Shares
Reviews
PAID
MEDIA
Display Ads
Search Ad...
19962016
= Calls
Paid: Brand Marketing + Social Marketing + Intent Marketing
= Leads
+
+
Plumbing
Experts
+
+
Paid: Capture Attention at Every Step of Their Journey
EXPLORING
RESEARCHING
EVALUATING
VALIDATING
PURCHASING
Owned & Earned: Build a Resource Hub, Fill It with Great Stuff, Share Socially
Content Type Monthly
Blog Posts 12
Ebooks 2...
Everything Influences Every Step!
Exploring
[Interest]
Researching
[Consideration]
Evaluating
[Intent]
Validating
Unaware
...
5. Simmer Your Leads
We live in a Match.com world; many buyers and sellers
“meet” for the first time online. In fact the entire
purchase proces...
Companies that excel at
lead nurturing generate
50% more sales ready leads
at 33% lower cost (a)
Nurtured leads produce a
...
Simple Nurture: Warm Them Up With Flow of Useful Content
Again, give value to get value. Only send emails with helpful con...
Awareness Campaign Consideration Campaign Buyer Campaign
Advanced Nurture: Complex Series Triggered by Prospect Actions
Nurture: Feed Your Sales Team Steady Stream of Warm Leads
• Provide reps daily
prioritized list of
“Best Bets”
• Give insi...
6. Get in Bed with Sales
Create a Dedicated “Smarketing” Team*
 One charter
 One set of SLAs
 One set of KPIs
 One feedback loop
 One dashboar...
Have Integrated Conversations with the Customer
Lead Pipeline
Follow-up with Website Lurkers Who Might Be Leads
• Identify companies visiting
your site who leave
without converting [li...
Build Great Content for Customers & Sales [“Always Be Helping”]
7. Cultivate Continuous
Improvement Culture
Great Marketing is Simple...
Right Mix of Paid & Earned Media that Reaches Targets
Compelling Content, Tools & Offers that...
Lead Lifecycle Reporting/Tracking [with estimated conversion rates]
Inquiry
Contact Us + Converted
CTA:
Ebooks, Webinars, ...
Test & Optimize Everything – The Devil is in the Details
• PPC keywords/ads
• SEO keywords
• Retargeting ads
• Website
• L...
Live & Die By Your Dashboard
Traffic, Leads, etc. are important, but
your ultimate goal is to improve:
• CAC – cost to acq...
8. Build Products That
Sell Themselves
B2C Companies Build Marketing INTO Their Products
Personalize recommendations based on customer behaviors.
Increase cross-...
B2B Companies Must Up Their Game
• Your customers have been
conditioned to expect a great
experience
• You can use milesto...
Guiding Principles
Focus on the Customer, Customer, Customer…
Talk about what they need, not what you sell – ”always be
helping”
Map everythi...
Unabashed Longhorn fan, annoyingly observant father, technology
tethered raspberry Snapple drinker, 51% Philly direct / 49...
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8 Essentials of B2B Marketing

Presentation with my POV on the critical elements necessary for successful B2B marketing.
1. Know your customer journey
2. Always be helping
3. Create marketing so good people would pay for it
4. Promote the power trio
5. Simmer your leads
6. Get in bed with Sales
7. Cultivate continuous improvement culture
8. Build products that sell themselves

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8 Essentials of B2B Marketing

  1. 1. Eight is Enough The Essentials of B2B Marketing @ToddEbert CMO, MultiView
  2. 2. The 8 Essentials of B2B Marketing Know your customer journey Always be helping Create marketing so good people would pay for it Promote the power trio 1 2 3 4 5 6 7 8 Simmer your leads Get in bed with Sales Cultivate continuous improvement culture Build products that sell themselves
  3. 3. 1. Know Your Customer Journey customer journey map icon by Yu luck from the Noun Project
  4. 4. If you don’t know where you want to go then any road will take you there. — Cheshire Cat to Alice in Wonderland
  5. 5. How do YOU buy today? Search Do you use your mobile phone to instantly research products and services? Surf Do you see ads and form impressions of businesses and products? Socialize Do you share your buying experiences with hundreds, even thousands, of others?
  6. 6. Now think about your ideal buyer. Who are they? And how do they buy your types of products? If you don’t know where they go how will you reach them?
  7. 7. We now self-educate online and complete 70% of the buying journey before contacting vendors!
  8. 8. You Must Be Present To WinBuying Journey NowThen Marketing Sales Marketing Sales Exploring [Interest] Researching [Consideration] Evaluating [Intent] Validating Unaware [Passive] Purchasing You Must Be Present To Win – If You’re Not There Your Competitors Are
  9. 9. THEN Rep Guided • Customers have tons of information at their fingertips online and complete 70% of the buying journey before engaging vendors to get proposals • Businesses must have robust digital marketing to educate/pre-sell the customer during their research. If they aren’t present they can’t win the battle for consideration. • Customers have little information so they engage several vendor sales people early in the journey to learn about their product • Businesses must have lots of sales people in order to entertain / educate / sell customers Explore & Research Many Potential Vendors Online Solicit Few Proposals Consider Vendors NOW Self Guided $ $ Meet With Lots of Vendor Sales People Over 70% complete!
  10. 10. 28% @ 6%24% Online 7.6 Hours Daily Media Consumption 1% Search Email / IM Surf Content Surf Social Medi Shop Online 19% Surf Video Offline 7.0 Hours @ 49% of digital media consumption is now on mobile devices The Journey Occurs Online! 23%
  11. 11. You Need To Reach Buyers Digitally at EVERY Stage! Do I have a problem? Who can solve it? Who should solve it? Do I want to solve it? How? Buyers do their own research online. On average, they are 70% through the journey before even contacting a sales rep. Should I buy again? Unaware Explore Research Evaluate Validate Purchase Renew Advocate 70% BUY
  12. 12. A detailed breakdown of how digital media influences each step of the B2B buying journey and how to accelerate your prospects’ path to purchase. GET THE EBOOK
  13. 13. 2. Always Be Helping
  14. 14. If people like you they'll listen to you, but if they trust you they'll do business with you. — Zig Ziglar
  15. 15. Change Your Mindset! Wanted Educates Provides unique insights Solves their problems Always Be Helping Unwanted Interrupts, irritates Kills trust Hurts brand Always Be Closing
  16. 16. There’s Only One Way to Win … Give Value. Get Value. To
  17. 17. 3. Create Marketing So Good They’d Pay For It
  18. 18. Content – education / insight on a key issue Tools / Apps - tools that help identify and solve issues Expertise – evaluation / assessment with detailed recommendations Products – trials that enable customers to experience the value More Valuable Less Valuable Lower Commitment Higher Commitment You need to create stuff that is so good that your prospects: • Are impressed enough to engage • Give you their contact info • See you as an expert • Look forward to your emails Give Value to Get Value
  19. 19. Level 1 – Educational & Helpful Content
  20. 20. Level 2 – Free Tools / Apps • Provide a useful service • Identify real issues • Recommend improvements • Capture contact for nurturing
  21. 21. Level 3 – Free Expert Assessment • Provide a useful service • Identify real issues • Recommend improvements • Capture contact for nurturing
  22. 22. Level 4 – Freemium Products • Eliminate barriers to trial • Prove the value of your product • Market higher tiers of your product
  23. 23. 4. Promote via the Power Trio
  24. 24. If businesses are not visible online when people are doing their homework, believe me, they’ll find others who are. — Jim Lecinski, Managing Director, Google
  25. 25. You MUST Be Present To Win Ensure that people know and consider your brand… Before They Need Your Solutions During Their Research Through Their Evaluation Process After They Become a Customer
  26. 26. OWNED MEDIA Website Blog Social Pages Email EARNED MEDIA PR Stories Social Shares Reviews PAID MEDIA Display Ads Search Ads Social Ads Retargeting Ads The Trio Works Together To Maximize Reach & Impact You need digital advertising! It’s the best way get your message in front of prospects at every step of their journey. If you’re not present you can’t win. You need a great website! It creates the critical first impression that wins or loses their business so you must impress them enough to contact you. You need subscribers and social followers! They turn into future leads, customers and advocates. They create your “word-of-mouth”.
  27. 27. 19962016 = Calls Paid: Brand Marketing + Social Marketing + Intent Marketing = Leads + + Plumbing Experts + +
  28. 28. Paid: Capture Attention at Every Step of Their Journey EXPLORING RESEARCHING EVALUATING VALIDATING PURCHASING
  29. 29. Owned & Earned: Build a Resource Hub, Fill It with Great Stuff, Share Socially Content Type Monthly Blog Posts 12 Ebooks 2 Infographics 1 Social Posts 200+ Testimonial Videos 2 Case Studies 2 Expert Videos 2 Bylined Articles 2 Memes 2 Explainer Videos 1 How To Guides 1
  30. 30. Everything Influences Every Step! Exploring [Interest] Researching [Consideration] Evaluating [Intent] Validating Unaware [Passive] Purchasing
  31. 31. 5. Simmer Your Leads
  32. 32. We live in a Match.com world; many buyers and sellers “meet” for the first time online. In fact the entire purchase process may start and end without a single face-to-face interaction.
  33. 33. Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost (a) Nurtured leads produce a 20% increase in sales opportunities versus non- nurtured leads (b) Nurtured leads make 47% larger purchases than non-nurtured leads (c) Prospects Complete the Majority of Their Buying Journey Online Then Contact a Few Vendors for Proposals $ 70% Most Leads are Not Ready to Talk to You Yet…So Nurture Them Sources: a. Forrester, b. Gleanster, c. Annuitas
  34. 34. Simple Nurture: Warm Them Up With Flow of Useful Content Again, give value to get value. Only send emails with helpful content.
  35. 35. Awareness Campaign Consideration Campaign Buyer Campaign Advanced Nurture: Complex Series Triggered by Prospect Actions
  36. 36. Nurture: Feed Your Sales Team Steady Stream of Warm Leads • Provide reps daily prioritized list of “Best Bets” • Give insights on content they consumed • Enable reps to have the right conversations at the right time
  37. 37. 6. Get in Bed with Sales
  38. 38. Create a Dedicated “Smarketing” Team*  One charter  One set of SLAs  One set of KPIs  One feedback loop  One dashboard Jointly accountable & rewarded *Smarketing = integrated demand generation team
  39. 39. Have Integrated Conversations with the Customer Lead Pipeline
  40. 40. Follow-up with Website Lurkers Who Might Be Leads • Identify companies visiting your site who leave without converting [like Caller ID for your site] • Give names of highly engaged companies to Sales for proactive outreach • Capitalize on leads you otherwise wouldn’t have known about
  41. 41. Build Great Content for Customers & Sales [“Always Be Helping”]
  42. 42. 7. Cultivate Continuous Improvement Culture
  43. 43. Great Marketing is Simple... Right Mix of Paid & Earned Media that Reaches Targets Compelling Content, Tools & Offers that Drive Conversions Modern Website & Blog that Impress All Visitors Great Nurturing that Warms Up Leads Until Ready to Buy …but requires a ton of tweaks and changes
  44. 44. Lead Lifecycle Reporting/Tracking [with estimated conversion rates] Inquiry Contact Us + Converted CTA: Ebooks, Webinars, etc. (Not Sales Ready) Engagement # of Inquries By Source By Channel MCL Meets You Defined Criteria (Not Sales Ready) Score # of MCLs By Type By Source By Channel MQL MCL Score exceeds MQL threshold (Sales Ready) Score # of MQLs By Source By Type By Channel SAL Sales engaged with MQL and accepts lead (Sales Engaged) # of SALs By Source By Type By Channel 48% 97% SQO Met BANT criteria converted to opportunity (Sales Opportunity) # of SQOs By Source By Type By Channel 40%35% Closed (Opportunity Closed) # Closed Won # Closed Lost By Source By Type By Channel # 22% Track and Optimize Your Leads Pipeline To Improve Conversion at Each Stage You Can’t Improve What You Don’t Measure
  45. 45. Test & Optimize Everything – The Devil is in the Details • PPC keywords/ads • SEO keywords • Retargeting ads • Website • Lading pages • Blog/Resource Ctr. • Social pages • Mobile optimization • Reputation SEO • Reviews • Live Chat • Data sourcing • Data quality • Data appending • List compiling • Lead scoring • Directed calls/plays • Call methodology • Insights tools • Employee sharing • Tradeshows • Seminar series • Intake coverage • Intake response time • Nurture campaigns • Videos - Testimonials • Sales response time • Sales response time • Reference clients • Solution presentation • Presentation tool • Proposal tool • Product bundles • Promotional pricing • Specific offers • Videos - product • Sales comp/spiffs • Freemium products • Free apps/utilities • Email marketing • Webinars • Social campaigns • Display campaigns • Traditional ads • Ad creative • Content types • A/B Testing • PR / Media Stories • QA process/updates • Sales methodology • Sales email templates • Appointment setters • Lead nurturing campaigns • Live demos • Demo tool • Collateral • Reference clients • Onboarding • Nurturing campaigns • Proactive account recommendations • Special promos • Upsell emails • Product insights delivered AttractConvertClose
  46. 46. Live & Die By Your Dashboard Traffic, Leads, etc. are important, but your ultimate goal is to improve: • CAC – cost to acquire customer • LTV – lifetime value of customer • LTV/CAC • % revenue Marketing Sourced Leads • % revenue Marketing Influenced Leads According to SiriusDecisions, best-in-class companies generate >40% of revenue from marketing sourced leads. LTV $______ CAC $______ Ratio_______ To get a true picture of conversion rates requires a full year view so that the leads can make it through the sales cycle.
  47. 47. 8. Build Products That Sell Themselves
  48. 48. B2C Companies Build Marketing INTO Their Products Personalize recommendations based on customer behaviors. Increase cross-sell/upsell/retention with no sales cost.
  49. 49. B2B Companies Must Up Their Game • Your customers have been conditioned to expect a great experience • You can use milestones and insights to suggest other products • You can increase average revenue per customer without Sales cost
  50. 50. Guiding Principles
  51. 51. Focus on the Customer, Customer, Customer… Talk about what they need, not what you sell – ”always be helping” Map everything you do to their buying journey Give Value to Get Value Avoid “get rich quick” campaigns at all costs Create content customers actually want Get a ‘Two-fer’ From All That You Do Build everything for inbound marketing to pull in leads AND as a tool for outbound selling by your reps Integrate Everything Run holistic campaigns with multiple tactics ALL centered on a customer insight or pain point Drive prospects to the site, impress them enough to fill out your form and then nurture those precious leads
  52. 52. Unabashed Longhorn fan, annoyingly observant father, technology tethered raspberry Snapple drinker, 51% Philly direct / 49% Texas nice, self-proclaimed chips & salsa connoisseur, fluent in sarcasm, smoked meat aficionado and Paleo eating specialist, dogs vs. cats, underwhelming golfer who never met an IPA he didn’t like, getter of shit done. I believe the difference between winners and losers in today's hyper-competitive markets is great marketing, and that's something I know a bit about. I’ve spent twenty-five years with my sleeves rolled up leading marketing teams that drive growth and increase enterprise value. I'm a student of both the art and the science of marketing with lots of experience marrying the two for powerful results. About Me toddebert.com twitter.com/toddebert linkedin.com/in/toddebert Slideshare.net/toddebert Connect With Me

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