B2B's Digital Evolution - B2B digital marketing strategies

2. • B2B Marketing Facts
• B2B Marketing Challenges
• Digital Trends leading to new Challenges & Opportunities
• B2B Buyers Purchase Journey (Zero Moment of Truth)
• How to integrate your marketing into the buyers Purchase Journey
• Analysis of what channels work well for Online B2B Marketing
• Importance of Marketing Automation and calculation of ROI
• Summary

3. Source: Advertising Age – published May 19,2014
74%
Percentage of B2B
marketers include
Content Marketing
in their go-to-market
strategy
66%
B2B Marketing
organizations are
required to prove ROI
on Marketing spends
$24BProjected size of the
CRM market in 2018
53%
Percentage of B2B
marketers using
Marketing
Automation
23.5%
of b-to-b marketers expect
to spend between 50%
and 74% of their budgets
on digital in 2014
93%
Of B2B Buying
decisions start with
Internet Search
for relevant content

4. Average B2B Buyers decision
making journey is 7 Months
long, how to create
sustained
PERSONALIZED
engagement?
How do I
best ALLOCATE my
budgets across growing
number of media
channels?
B2B Buyers complete
57% of the DECISION
MAKING journey
before contacting
suppliers!!
How to ascertain
the ROI on the Marketing
Investments?
How to integrate marketing
to drive the core BUSINESS
PRIORITIES?
How to market in the
increasingly DIGITIZED
WORLD?

5. Personalized
Experiences
Multi-channel, and
Socially Connected
World
Data driven
real-time
decisions
Digital is now an
integral part of
business strategy
Core
Business
Digital
Digital
Core

6. Stimulus Second Moment
of Truth
First Moment
of Truth
Supplier Contact Product / Service
Experience

7. Stimulus Second Moment
of Truth
First Moment
of Truth
Supplier Contact Product / Service
Experience

9. Stimulus Second Moment
of Truth
First Moment
of Truth
93% of B2B buyers begin their buying process using
Internet SEARCH
SEARCH – Organic + Paid

10. Stimulus Second Moment
of Truth
First Moment
of Truth
Business buyers do not contact suppliers directly until
57% of the purchase process is complete
SEARCH – Organic + Paid CONTENT MARKETING –
Whitepapers, Case Studies,
Demo Videos, Reviews,
Testimonials, etc

11. Stimulus Second Moment
of Truth
First Moment
of Truth
CONTENT MARKETING –
Whitepapers, Case Studies,
Demo Videos, Reviews,
Testimonials, etc
SEARCH – Organic + Paid MARKETING AUTOMATION –
CRM, LMS, marketing analytics
53% of B2B marketers using marketing automation

12. Stimulus Second Moment
of Truth
First Moment
of Truth
74% of B2B marketers include content marketing in
their go-to-market strategy
CONTENT MARKETING –
Whitepapers, Case Studies,
Demo Videos, Reviews,
Testimonials, etc
SEARCH – Organic + Paid CONTENT MARKETING –
Reviews, Testimonials, etc
Which becomes the next person’s ZMOT
MARKETING AUTOMATION –
CRM, LMS, marketing analytics
https://www.youtube.com/watch?v=mEl1fiqLCVM

13. SEARCH IS TOP TACTIC FOR ATTRACTING AND
CONVERTING VISITORS
Source: Marketing Sherpa 2012 Lead Generation Benchmark Survey (n=1,915)
Organic Search, email marketing &
Paid Search continue to be the top
tactics for driving traffic
Top Traffic Sources for Volume
Organic Search & email marketing
beat all other tactics for driving
engagement (converting traffic)
Total Traffic VS. Converting Traffic of
Online Channels

14. CRM / LMS / MARKETING ANALYTICS
Abilitytoview&analyzethefull
waterfall
BENCHMARKING: Demand generation waterfall
IMPRESSIONS
CLICKS
LEADS
MQLs
SQLs
SALES
0.5% - 1%
4% - 9%
53% - 68%
50% - 57%
23% - 31%
IT Industry Average
Leading B2B companies are also measuring and tracking
“Marketing Contribution to Sales Pipeline(SQLs)”

15. • B2B Buying process starts with a Internet Search for relevant information – Show up
• Winning the ZMOT is very important – Content is King
• E-Mail is still a key channel – Personalize and Engage through relevant content
• Tracking the conversion funnel is important – Automate and Optimize

16. www.jigservdigital.com
VINAYKRISHNA
+91-9819234691
VINAY.KRISHNA@jigserv.com
THANKS!