B2B marketing directo ha cambiado dramáticamente en los últimos años en repuesta a la rápida evolución del negocio. Como resultado, el área de marketing digital aumenta día a día en las corporaciones.

1. 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. 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. 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. 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. 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.

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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

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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

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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
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0

9. 9
Integrating your social channels:
Data append
Two 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.

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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
Demandbase
Visistat
WhoIsVisiting

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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

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Content marketing is HUGE in B2B
Top B2B applications
1. Thought leadership
2. Lead generation
offers
3. Search engine
rankings
4. Lead nurturing
touches
http://adage.com/article/btob/pillars-b-b-content-
marketing/295236
24

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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

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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. 15
Most effective content for sales revenue
29
DemandWave State of B2B Digital Marketing 2016
Tip: Balance effectiveness vs. difficulty
30

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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. 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.

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ruth@ruthstevens.com
@RuthPStevens
Thank you