Rene's presentation to CIM Cumbria on 24 September 2013 which took the group on a whirlwind tour of the key elements required in the modern marketing toolkit. Starting with setting a digital strategy and objectives, your business website, SEO, inbound content, social media, conversion and evaluation. The presentation is a summary of Rene's ebook Brilliant B2B Digital Marketing (co-authored with Dave Chaffey) available from Amazon and also through www.smartinsights.com to Expert Members.

1. 7 steps to brilliant b2b
digital marketing
with
René Power
Digital & Business Development Director
BDB
Gearing up to deliver brilliant b2b digital
marketing campaigns that achieve ROI
objectives
@renepower www.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13
Updatedcontentforautumn2013

2. 18years in B2Bmarketing across a variety of sectors
Accomplished international (digital) marketer and business developer
www.bdb.co.uk
Respected bloggerwww.marketingassassin.co.uk and
www.smartinsights.com and published author
In demand b2b and digital marketing speaker
Passionate b2b marketer and advisor
About me
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

3. Who has a documented digital marketing plan with SMART objectives
assigned?
Who runs a website?
Is it designed around what customers want or what you want to tell them?
Who has a focused approach to search engine optimisation?
Who has access to analytics? Who uses analytics to improve what they
do?
Who is using content to drive engagement, data capture and interest?
Are you using social media to drive brand engagement further?
About you
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

4. Running before you
can walk?
Not cool.
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

5. Being seduced by
the dark side of
technology?
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

6. Not seeing
results?
You’re not
alone….
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

7. 61% of respondents to Dave
Chaffey’s 2013 Smart Insights survey
said they didn’t have a digital marketing
strategy written down.

8. Why do so many companies fail?
• They make assumptions
– Audiences haven’t evolved
– Haven’t moved online for information needs
– Don’t have confidence with digital tools and technology
• Haven’t learnt how to listen and ask the right
questions
• Don’t
engage, advise, help, inform, entertain, develop
Why do b2b companies fail online?
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

9. Part I: The planningPt I: The planning

10. • Why?
– Information is the primary
driver in B2B specification
– Why? Professional buyers
seeking assurance
– Browser mentality: supplier
research is predominantly
conducted online
– You can’t measure
effectiveness without goals
or a benchmark
No 1. Don’t dip your toe;
set a strategy
Doing things right or
doing the right things?
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

11. • Focuses activity
• Sets tangible goals
• Helps secure buy in at all levels
• Assists financial & resource investment
• Identifies / prioritises target audience
• Understand channels / how they are used
• Encourages use of channels
=> By design, likely to lead to more successful
digital marketing
Making a case for digital
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

12. http://www.smartinsights.com/wp-content/uploads/2012/07/SOSTAC.jpg
SOSTAC – a framework for digital
marketing planning
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

13. • Digital SWOT
• Online value
proposition
• Return on investment
measured by
– Sales
– Savings
– Attribution
– Customer satisfaction
What goes into a B2B digital
strategy
The organisation Strengths - S Weaknesses - W
1. Existing brand 1. Brand perception
2. Existing customer base 2. Intermediary use
3. Existing distribution 3. Technology skills
4. X-channel support
Opportunities - O SO strategies WO strategies
1. Cross selling Leverage strengths to Counter weaknesses through
2. New markets maximise opportunities exploiting opportunities
3. New services (Attacking strategy) (Build strengths for attacking
4. Alliance/co-branding strategy)
Threats - T ST strategies WT strategies
1. Customer choice Leverage opportunities to Counter weaknesses and threats
2. New entrants minimise threats (Build strengths and defensive
3. New competitor processes (Defensive strategy) strategy)
4.Channel conflicts
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

14. • Who they are
• Where they go
• What’s being asked or
discussed
• What’s missing
• Who’s helping
• Who needs help
Know your audience
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

15. Know preferred channels and how
they are used
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

16. Create online propositions
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

17. Support channel integration
http://www.customerchampions.co.uk/customer-journey-mapping-cjm/
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

18. Part II: The doingPt II: The doing

19. • Why?
• Your website is most likely
the first port of call
– 36% of B2B buyers look at
supplier sites during problem
resolution
– 49% of B2B buyers look at
supplier sites to shortlist
– 18% of B2B buyers look at
supplier sites to make final
supplier selection*
• Your website provides that
crucial first impression
*2012 Buyersphere survey
Step 2: Establishing home base
With over 10m .co.uk sites
registered and 644m live sites
worldwide – how do you
stand out?
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

20. Dell business website
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

21. BOC online b2b website
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

22. Oliver Valves b2b website
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

23. UPS b2b website
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

24. Pentair Safety Systems UK b2b
website
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

25. • Why?
– Search is everything
– Customers browse on their
terms
– You have a great site = don’t
leave it as a great art in a
dark, concealed room
Step 3: Getting and staying found
Search optimised sites
can make or break
businesses…and careers
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

26. • Use Google Adword tool for keyword analysis
• Set primary keyword/s per page
• Assess competition
• Meta data - First 70 and 200 words and density
• Meta description
• Page titles, h1 tags and alt tags
• Anchor text
• Calls to action
On page SEO checklist
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

27. Atlas Copcooptimised for search
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

28. BOC optimised for search
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

29. Off page SEO
PPC
PPC
Organic
Off page SEO

30. Trade media
Trade
associations
Directories
Search
engine
indexes
Social
media
Bloggers
News
sites
Main-
stream
press
Website
Top
Internet
sites
Discussion
portalsTrade shows
Conferences
Link bait

31. • Why?
• Use content to attract
customers
• Demonstrates authority
• Builds reputation
• Creates trust which leads to
transaction
Step 4: Driving inbound interest
Deliver useful and relevant
information to customers
when they most need it
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

32. • Agree what success looks like
• Assign responsibility incl. senior level
sponsor
• Audit what you have
• Visit watering holes
• Curate
• Create
• Repackage and repurpose
• Create a calendar
• Walk before you can run
Inbound marketing checklist
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

33. Content marketing mapping
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

34. Nokia Siemens inbound content
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

35. GE inbound content
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

36. Corning inbound content
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

37. Nutraingredients.com inbound
content
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

38. Source: Being Your Brand Social Media Report 2012
Step 5: Going social
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

39. Content Audience Relevance Evaluation
How do we want to be
perceived?
What are we going to
say, share, comment on?
How are we going to do it?
Who do we want to be
associated with?
Who do we want to
influence?
Who do we want to engage?
What are important issues to
our audience?
How can we
help, advise, add value?
Can we do this frequently?
Can we measure if / how our
content matters?
How are we going to
measure if audiences care?
How are we going to
measure our relevance?
Do you (or can you) CARE?
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

40. ‘Sticky’ social media checklist
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

41. How social affects search
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

42. Ingersoll Rand on Facebook
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

43. PWCPWC engagement on Facebook
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

44. • Why?
• Businesses can’t just help
• They need to turn a profit
• Finesse landing pages
– Tease and tantalise
– Provide sign posts to action
Step 6: Turning traffic into leads
Always have a next
step or action that
the customer is
inspired to take
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

45. Achieving better conversion
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13
www.Itsinsidethatcounts.co.uk
http://www.anglianhome.co.uk/windows
-landing/index.aspx
www.adobe.com/SiteCatalyst

46. Part III: The analysis and
improvement
Pt III: The analysis & improvement

47. • Why? …Really!?
– Set up goals/funnels and assign value
– Use forward and reverse path analysis
to indicate most popular/effective
content
– Use event tracking to monitor calls to
action
– Use content experiments to
test/increase performance on key
pages
Step 7: Make analytics your friend
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

48. Buzz by no of posts buzz by impressions shift in buzz channel buzz
asset popularity buzz by customer type mainstream media mentions
growth rate of fans follows friends contacts no of pass alongs
recommends embeds bookmarks subscriptions page
viewsclickthroughs changes in search ranking type reach channel
geography volume of posts impressions time spent clicks
contributions by bloggerschatrooms wikis online sales offline sales
savings change in share AEV event response email
open rate by time / region event attendance
buazzby time of day seasonal buzz competitive buzz category/topic buzz
buzz by stage in DM process mainstream media mentions installs downloads
uploads favourites likes comments ratings
increase in searches %of buzz with links no of views/interactions polls
virtual gifts tags popularity contest entries leads generated
products sampled store visits trials
customer acquisition & retentioncomplaint handling
cost per click satisfaction feedback dwell time on site
bounce rate cost per customer
You can’t track what you can’t
measure – but look at all this!
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

49. • Consider the impact of action / no action
• Consider customer journey and experience
• Set a strategy
• Invest in your website
• Improve your search visibility
• Become useful and relevant
• Go social with purpose
• Work hard on conversion
• Monitor and use analytics
Summary
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

50. And remember above all else
@renepowerwww.marketingassassin.co.uk www.bdb.co.uk #cimcumbria 24/9/13

51. All content taken from “Brilliant B2B Digital Marketing” book (PDF)
Request a free review copy by email / Twitter DM
This and 100’s of other guides and resources
are available to Smart Insights Expert members.
rene@bdb.co.uk
www.bdb.co.uk
@renepower
http://marketingassassin.co.uk- sign up for new blog post alerts!blog
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Brilliant B2B Digital Marketing
Please check with Rene Power before using any images contained in this presentation