B2B Digital Best Practices for Awareness, Education, and Client Management
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The document outlines a digital marketing model for B2B companies with four stages: awareness, education, sales support, and client management. It provides best practices and examples for each stage, such as using multiple marketing channels for awareness, designing usable websites for education, integrating online and offline lead generation for sales support, and using customer portals and surveys for client management. The overall goal is to help companies allocate their digital marketing budgets strategically across the lifecycle to maximize impact.
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B2B Digital Best Practices for Awareness, Education, and Client Management
- 1. B2B Digital Best Practices Mount Royal College Emarketing Program Presented by: Sandor Kiss November 6, 2009
- 10. Awareness: Case Study Principle #1 – Multiple Campaigns Trade Show Campaign Blog & Podcast Series White Paper Offer Source: Marketing Sherpa
- 11. Awareness: Case Study Principle #2 – Multiple Marketing Channels Online Game Press Releases Trade Show (Booth, Sponsorships) Blog Podcast Series & RSS Email Sponsorships Download White Paper Banner Ads Print Ads Photos Source: Marketing Sherpa
- 19. Source: Forrester Research Inc.
- 20. Source: Forrester Research Inc.
- 22. Education: Build Usable Sites Source: Forrester Research Inc.
- 23. Education: Build Usable Sites Source: Forrester Research Inc.
- 25. Source: Forrester Research Inc. Helping Users Achieve Goals Education: Relevant Content & Functionality
- 26. Education: Relevant Content & Functionality Personalization
- 27. Education: Relevant Content & Functionality Personalization Help users find the right site
- 28. Help users get to the right content on the site Education: Relevant Content & Functionality Personalization
- 29. Education: Relevant Content & Functionality Personalization Deliver the right content to the user
- 30. Education: Relevant Content & Functionality Personalization
- 31. Education: Relevant Content & Functionality Personalization
- 32. Education: Relevant Content & Functionality Personalization
- 33. Education: Relevant Content & Functionality Personalization
- 40. Key Issue: Sales/Marketing Misalignment Leads Marketing Sales
- 42. Sales Support: Integrate Lead Management Firms with mature lead management processes respond more quickly (consistently), respond to more leads and have higher close rates.
- 43. Sales Support: Integrate Lead Management
- 44. Sales Support: Integrate Lead Management 1 2 3 4 Needs Assessment Meeting. Presentation Proposal Contract “ Thanks for your inquiry. Someone will get back to you shortly.” Trigger webinar invite. Trigger email to view client case studies. Trigger podcast note. Trigger customer portal invite. Sales Process First Contact to Qualify Your Prospects Online Inquiry Your Customers Agent Digital Support Communication One View of the Customer Integrated Reports 1a 2a 3a 4a
- 49. Client Management: Great Example
- 51. So What Do We Do With This Information?
- 52. Make decisions on where to allocate your digital investment for maximum impact. Anticipate where the digital program focus (i.e., awareness vs. sales support) will shift in the future to plan future investments.
- 53. Awareness Educate Support Manage After completing the digital strategy, the following table can be completed to suggest relative investment toward each phase of the client lifecycle. Aligning Budget with Strategy and Digital Roadmap X% X% X% X% Year 3 X% X% X% X% Year 2 X% X% X% X% Year 1
Editor's Notes
- http://www.marketingsherpa.com/article_find.php?key=cs736 (Feb 15, 2007) http://www.btobonline.com/apps/pbcs.dll/article?AID=/20060911/VERTICAL/609110747/1329/VERTICAL (provides an article on B2B Online that reinforces marketing sherpa article
- Press Releases and notes to individual reporters. Invited key press to trade show. Online game featured scruffy actors who were heros. Entertaining presentations about the game were conducted at their trade show booth. The game's print ads featured a team of people (heroic virus fighters) who looked as "real human" as possible standing valiantly against a green background. Game was available at www.thesecuritygame.com. Blog : Written by researchers and developers so technical audience would feel like they were being spoken to by “Suits”. Podcasts : Avoid narrating white papers. Created dramatic 12 part podcast series of 3-4 minutes podcasts. Users who came in part way through the campaign could get access to previous podcasts. Inspired by a tv show called “24” (FBI Drama). Each episode was released each week using RSS to help users know when new episodes were launched. Trade show booths, activities, and sponsorships : Hired Actor (unshaven) to give presentation about their game, had listening stations for their podcasts, and during one trade show, they invited 40 security experts to their booth (they felt this group would be most likely to blog about what they saw and heard). Others: Postal direct mail (postcards) to key prospects Glued-in offer cards on different pages in the same magazines Email ads in trade ezines :
- Ingersoll – We looked at ads in the herald and went with something different – a black background …..
- Forrester: The 3 Keys to Improving B2B web site Experience, July 31, 2007
- A report card used by Forrester to evaluate web sites B2B sites have historically lagged behind their B2C counterparts, although B2B companies are improving their online capabilities
- 1) For example – the ability to register for webinars at the Telcordia site is probably a major impediment to have users engage and stay on your site 2) Provide multiple avenues: easy downloads, podcasts, webinars, RSS, via email subscription, etc.
- Interesting content – going back to the Arbor Networks example, they produced a campaign that was “out of the ordinary” in a fun format. It captured attention of their target audience. While they did eventually move past the “fun format”, the example shows that content oriented around human heroes and a game can win over a technical audience. Different things to different people For example, lawyers consume and analyze a tremendous amount of information for their works. They approach research about products/services that could help their law firm in the same manner. They expect details and will critique what they read quickly and without mercy. If you are able to create detailed content that supports an argument on why a lawyer should care to engage with you, you will win out over the slick marketer who tries to write a snappy tag line and short copy on a magazine ad to capture attention
- Lawyers http://www.marketingsherpa.com/article.html?ident=24183 (Feb 22, 2006 ) Engineers http://www.marketingsherpa.com/article.html?ident=24027 (June 8, 2005)
- Source: Forrester, How Mature is B2B Lead Management, November 2006 Key Notes