B2B Digital Marketing Strategy

B2B Marketing Strategy in the Digital Age
Last Updated: Feb, 2017
Carolyn Bao | CEO, Shiny.ly Technology Inc. (USA)

Confidential and Proprietary. Do not share or forward without written permission from Shiny.ly Technology, Inc
• Is it still worthwhile to do branding in digital age
• What is digital marketing, exactly
• How to amplify the value of the company using
digital marketing
• How should B2B companies best utilize digital
marketing
Learning Objectives

Prelude
What Keep CMOs Up In the Night?
3

Revenue Growth
4
CEO/CFO’s Ask of CMO
• How are we performing at each stage of the
lead-to-revenue cycle?
• How is marketing contributing to the pipeline
and revenue?
• How much revenue can we confidently
forecast for current and future quarters?
Profitability
• What’s the return on the money we are
investing in marketing?
• What would happen if we increase (decrease)
marketing spend by (x) percent?
• Is marketing continuously improving to
optimize spending?

1.
First, Build Up Your Brand

The Shifting Source of Competitive Advantage
WHAT ELSE CAN WE MAKE AND SELL? WHAT ELSE CAN WE DO FOR CUSTOMERS?
UPSTREAM ACTIVITIES DOWNSTREAM ACTIVITIES
Sourcing Production Logistics Innovation
Shaping
Customer
Perception
Innovation
Building
Accumulative
Advantage
Contract with
lowest-cost
suppliers
Reduce
costs/maximiz
e scale and
throughput
Optimize
supply-chain
and
distribution
efficiency
Build better
products
Define
competitive set
Change
purchase criteria
Build Trust
Tailor offering to
consumption
circumstances
Reduce customer
costs and risks
Harness
network effects
Accrue and
deploy
customer data
FIXED COSTS, CUSTOMER VALUE, AND COMPETITIVE ADVANTAGE ARE MOVING DOWNSTREAM
Source: Harvard Business Review, December, 2013 Issue

“
“Nobody ever gets fired
for choosing IBM”
Why Investing in Branding and Downstream Value
- Business cliché when choosing
enterprise software

2.
Craft Your Brand’s Story with Lasting Effect

• What does the company
stand for
• Reputation of this company
• Credibility of the sales rep
• What’s their track record
• Reference Clients
• What can you do for me
Key Factors Universal to all B2B Buyers
Source: BMA, Business Marketing Association

B2B Customer Journey
Source: Forrester Research, Inc.

Depicting B2B Buyer
- Amanda, Email Marketing Buyer
Who
What &
Why
How
& Role
Value
Prop

Elevator Pitch Brand Vision
Reason to BelieveEmotional Benefits
• Mastercard – Priceless
• Visa – Anywhere you want
to be
• Accepted everywhere
• Safe transactions
• Go where cash cannot go
Crafting your story - Develop Your Value
Proposition Map

B2B Sales & Marketing Has Changed

Buying Process Has Changed

Are Your Sales/Marketing Teams Ready?

3.
B2B Marketing – Main Functions

B2B Marketing’s Key Functions
Strategy Execution Forecast Improve
• Insights of Customer
Buying Cycle
• Insights of Target
Buyer Personas
• Insights of Target
Customers’ Budget
Cycle & Sources
• Marketing Automation
Infrastructure
• Value Proposition
• Product Marketing
• Demand Generation
• Inbound Marketing
• Account Based Marketing
• Content Marketing
• Lead Qualification
• Client Testimonials
• Webinar & Event
Marketing
• Lead Nurturing
• Paid Media
• Website
• Sales toolkit
• Measurements
o Volume
o Conversion
o Velocity
o Value
• Predictions
• Cross-Department
collaboration
• Analytics
• A/B Testing

B2B Case Study: HubSpot
-
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
2010 2011 2012 2013 2014
HubSpot’s Growth far exceeded
that of S&P 500 (Tech) and Nasdaq
Revenue ('000) S&P 500 (Tech) Nasdaq

• HubSpot（Stock Ticker：HUBS）Its
products and services aim to provide
tools for social media marketing, content
management, web analytics and search
engine optimization.
• HubSpot has perfected what it sells:
Inbound Marketing, proven by its
phenomenal growth propelled by
marketing.
• Harvard Business Review HubSpot Case
Study
HubSpot: Inbound Marketing Software Company

Content Marketing vs. Inbound Marketing
Content
marketing
Technical
SEO
Freemium
Trials
Interactive
Tools
Marketing
Automation
Inbound Marketing
“The core idea of inbound marketing is to create a steady stream of valuable, relevant content.
When you publish content that your audience really cares about, you naturally attract inbound
traffic that can eventually convert into paying customers. It is never about shilling for your
product. It’s about relevant, valuable content.” - Brian Kardon, CMO at Fuze

• HubSpot sells “Inbound Marketing SaaS software”
• Created the category of “inbound marketing”
• Became the thought leader in B2B and digital
marketing
• 90% customers have been sourced via HubSpot’s
own inbound marketing efforts
• $121MM - Annual sales
• 90% - customers sourced by Marketing
• 45K - MQL/mon
• 30- Marketing staff worldwide, with 1% offer rate, harder than being
admitted to Stanford or Harvard
• 120 - Sales staff
• Went public in October 2016 with market cap of ~$2B
• Comparison:
• Marketo: $150MM annual sales, 4.5K MQL/mon, IPO market cap $724MM
How HubSpot Nailed Demand Generation
Sirius Decision –
Demand Generation Waterfall

Consumer Decision Journey (CDJ)

Align Content Strategy to CDJ

Carolyn Bao | CEO, Shiny.ly Technology Inc.
4.
Distribute Your Branding/Solution Story

Earned
Media
Paid
Media
Owned
Media
SHARING
Mentions
Shares
Reposts
Reviews
ADVERTISING
PPC
Display Ads
Retargeting
Paid Influencers
Paid content
promotions
Social media
ads
WEB PROPERTIES
Website
Mobile site
Blog site
Social media channels
SEO&brand content
drive earned media
Leverage owned, earned,
and paid media for a
comprehensive marketing
strategy
Give more exposure to web
properties with SEO and PPC.
Owned, Paid & Earned Media
Propel sharing & engagement with
paid promotion

Sample Conversions
• Sign up for emails
• Request a free sample
• Sign up for events
• Buy now
Key Capability to Cultivate
• SEO
26
Owned Media
Owned Media: all the properties that your brand owns and manages, including website, apps,
mobile sites, official handles on Twitter, Pinterest, Instagram, Facebook, Yelp, Slideshare, etc.
Owned Media
Paid Media Earned Media

Attract
SEM Keywords
Facebook ｜LinkedIn
Content Distribution
Keynote Speeches
Strangers
Engage
Ebook
Whitepaper
Customer Testimonials
Visitors
Convert
Landing Page
Call-to-Action
Forms
Visitors
Close
Signup for Emails
Sign up for Events
Leads
Delight
Client Conference
Exclusive Events
Customers Promoters
Source: Hubspot
Strategy of Owned Media - Corporate Website

• How does
success look
like?
• Direct Response
• Branding
Set Goals
Prepare Ad
Copies
Determine Ad
Execution
Measure
results with
each channel
Optimization
across
channels
• Reach
• Delivery mechanisms:
TOD; Frequency Cap
Determine cost basis:
CPM/CPC/CPL/CP
• Targeting: Demo,
geo, behavioral,
device, platform,
custom-database
• Ad copy & creative
• CPA per channel
• CPA per user group
• Revenue
contribution per
channel
• A/B Testing
• ROI per ad copy
• Blended CPA
• Revenue
contribution per
ad
Paid Media: all forms of media that are paid to be shown. Distribution channels include social
network sites, content websites, mobile apps, video content networks, billboards, TV and radio ads
Paid Media

• Xerox – Created a targeted “Get
Optimistic” campaign to connect
with 30 top accounts and partnered
with Forbes to create a magazine
that offered relevant business tips.
70% of targeted companies
interacted with the microsite,
readership increased 300-400%
over previous email campaigns,
added 20,000 new contacts,
generated 1,000+ scheduled
appointments, and get this: yielded
$1.3 BILLION in pipeline
revenue. Yes, BILLION.
Successful Paid B2B Marketing Campaign

To grow and nourish our relationships
For self-fulfillment
Bring value & entertainment to one another
To define themselves to others
To get the word out about causes they care about
30
Earned Media
Earned Media: branding story in other people’s voice. Nielsen studies show that 77% consumers
will buy based on WOM recommendations .
* Source: New York Times study
Whydopeopleshare*

5.
Improve your story – measure, analyze & optimize

Confidential and Proprietary. Do not share or forward without written permission from Shiny.ly Technology, Inc 32
Start with Asking “What Impact Business Metrics?”
1. Start building your measurement
framework by asking the question
of “what metrics will drive our
business growth?”
2. Then, identify what metrics will
help you understand what
marketing metrics are contributing
to those business metrics
3. Then, within each marketing
channel (like website, in this
example), what main functions are
succeeding *
* Source: Avinash Kaushik’s DMMM

Won
B2B Marketing Metrics
Created Leads
Leads
MQL
TAL
QUAL
Present
Solution
Fit

Measure Through B2B Sales Cycle
Volume
Conversion
Value
Veloctiy

Marketing
budgets have
been increased in
these areas:
• Data
• Analyses
• Customer
centric
technologies
B2B Marketing Budget Allocation Investment Trends

• Is it still worthwhile to do branding in digital age
• Yes, absolutely
• What is digital marketing, exactly
• Marketing strategy that is primarily executed through digital channels
• How to amplify the value of the company using digital marketing
• Use well structured digital marketing plans to iterate & optimize marketing strategy and
product value
• How should B2B companies best utilize digital marketing
• Focus on the core strategy, optimize the insights into Persona, Channel ROI and Content
Strategy to continuously improve marketing ROI
Summary

Thank You
Author: Carolyn Bao, carolyn@shinyly.com

B2B Digital Marketing Strategy

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