Presentation from TFM&A London in Feb 2013 - looking at why traditional b2b marketing is dead. Goodbye single-channel blast and hope, hello to multi-channel marketing, for ever!

1. B2B marketing is dead, long live
marketing
Steve Kemish
MD, Cyance.
Chair, IDM Digital Marketing Council
Part of
the B2B
Trail:

2. Declining down
Comments? @skemmo

3. The game has changed, but has
the approach?
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4. Hang our heads in shame
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5. Is it like this where you work?

6. Single-channel marketing:
It’s not big, it’s not clever

7. Build it and they probably won’t come…
or find it, or read it, or share it, or comment

8. Where to start
Comments? @skemmo

9. Step 1 of 7: Discovery
• Objectives – what are they?
• Strategy – what is their current go-to-market approach?
• Offering – what is their product or service?
• Customers – what is their target audience and why?
• Behaviour – how do their customers make buying decisions?
• Collateral – do they have any marketing assets and are they fit for purpose?
• Data – is their target market well defined and do they need more or better data?
• Operations – what challenges prevent success?
• Success – how will the client measure success?
Comments? @skemmo

10. Right message, right time
Case Study Syndrome
Comments? @skemmo

11. Easy tiger!
You wouldn’t ask somebody to marry you
after three minutes of speed dating…

12. Easy on the case study

13. Suspect 1 Suspect 2
CEO/MD
IT Director
Suspect
CIO
Prospect
Nurture
Search
Email MQL
Tele
BANT
Websit
e
Sales Ready Lead

14. Buying cycle Persona Content Nurturing channel
Content Audit1.2. CEO/Owner, CFO & CTO
and mapping
Not considering, not aware or
do not see any /sufficient risk
CMO/Head of Events
1. Thought leadership –
Whitepapers & EBooks
Email
Social
relating to business topic 3. Professional User Blog
Web nurturing workflow
Aware of business topic, not 1. CEO/Owner, CFO & CTO 1. Thought Leadership –
sure if it is an issue 2. CMO/Head of Events Whitepapers, Ebooks & As above +
3. Professional user video Telemarketing
Investigating risk and impact 1. CEO/Owner, CFO & CTO 1. Blog As above +
upon their business 2. CMO/Head of Events 2. Video channel
3. Professional User 3. Ebooks
4. Case studies
Benchmarking 1. Head of IT/Security 1. Blog
solutions/vendors/VAR’s in 2. Head of Purchasing / 2. solution suite Pass to Telemarketing or
market Office Manager 3. Security solutions member sales
3. Professional User 4. Field Mobility solutions
Sourcing solution type and 1. Head of Purchasing 1. Case studies Web nurturing or member
suppliers 2. Head of IT 2. Product/solution matrix sales
Purchasing 1. Head of Purchasing / 1. Special Telemarketing qualify and
Owner / Office offers/Promos/Bundles generate lead
Professional user 2. Case studies
Looking to switch solution or 1. Head of IT/ Owner / 1. Upgrade promos Email + telemarketing
upgrade Office Manager campaign
Comments? @skemmo

15. Comments? @skemmo

16. What about international?
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17. Comments? @skemmo

18. Comments? @skemmo

19. Rich-media (with a long tail)
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20. Lead scoring approach
Event signup page
Data capture form
Data capture form
Text
explaining Sales
Sales
the CTA
Landing page
Data capture form
Data capture form
Strategy-led promo Useful
Intro piece to disrupt and content
Prospect
Prospect Text
engage – looking for form Microsite >25point
data
data Microsite event explaining Sales
Sales
submission (Inquiry) s?
the CTA
Webinar Further info Case
promotion study/WP Contact us form
House list
House list
Non- Data capture form
Benefits/case/WP Contact us Data capture form
opens/clicks
Social &
Social & Contact Cyance
Slide deck Cyance
Search
Search details
Lead scoring model
Content scores >25 = sales qual
Case study =8
Slide deck = 5 10-24 = nurture
White papers = 12 via event
Web analytics 1-9 = promote
No of pages (2+) = 5 content
No of visits (2+) = 15
Time on site (3 min+) =
5

21. About us... At Cyance we live and breathe a
connected approach to building
customer and channel engagement
programmes.
From target identification all the way
through to the sale and ongoing
customer relationship, Cyance helps
you with the insight and
understanding to make your B2B
marketing work harder.
results@cyance.com
www.cyance.com
Follow us @cyance

22. Read more
Multi-channel marketing
in an international world
www.cyance.com/TFMA
Comments? @skemmo