B to B Lead GenerationMARCO MASU NODARI NAZGAIDZE

Content

• Picking the best order for a particular media buy

• Search engine marketing

• Search engine optimization

• Web 2.0 promotions

• Where and how do you get great content

Picking the best offer for a particular media buy

• Targeted VS broad audience– The audience is already very targeted– Broad audience, not entirely qualified (website)

• The attention hump– Audience is already looking for you– If not, wave your arms!

Picking the best order

Search engine marketing

• Size of marketing budget SEO spending

• Enables you to guess the stage a buyer is in:– Early stage “CRM”– Middle stage “CRM for manufacturing”– Later stage “Siebel CRM for manufacturing”

Picking the best order

Search engine

marketing

B to B SEM budget percentages – 1,2 M

Online as share of total PPC as share of online SEO as share of online Ratio of SEO to PPC0%

5%

10%

15%

20%

25%

30%

35%

28%30%

5%

15%

Picking the best order

Search engine

marketing

Basic types of search engine marketing

• SEO – organic listings, natural listings, free listings

• PPC/Paid Search – Google AdWords, Yahoo Directory Listings

• Vertical Search Engines & Directories – Business.com

• Contextual ads – Google AdSense, Yahoo Publisher Network

Picking the best order

Search engine

marketing

Search engine optimization

• Hire an agency or consultant for a baseline site review and an ongoing maintenance proposal– Two agencies: PPC VS SEO

• If needed, re-engineer the site’s construction for SEO purposes– Add relevant content and keywords so spiders find it more easily

Picking the best order

Search engine

marketing

Search engine

optimization

SEO lift after 6 months of optimizationAgency VS In-House

SEO Agency (estimate of c l ients average l i ft) In-House (estimate of six months l i ft)0%

20%

40%

60%

80%

100%

120%

50% 50%

105%

69%

Picking the best order

Search engine

marketing

Search engine

optimization

Web tips for b-to-b marketers- If you tested a Web 2.0 tactic once in the past and it

didn’t work, don’t assume your results will be true for the rest of history. You need to test major tactics annually. For example, if you tried a podcast and it didn’t work two years ago, that doesn’t mean it won’t be winner now.

- Just because your brand is bleeding-edge, it doesn’t mean your marketing has to be. Your marketing copy can say bleeding-edge things – but via traditional, proven media.

- Ask your PR firm or communications experts to continually watch and evaluate Web 2.0 media (Wikipedia, blogs, message boards, etc.), so you can be aware of what people say and think about your brand.Picking the best order

Search engine

marketing

Search engine

optimization

Web 2.0 promotions

Web tips for b-to-b marketers (continued)- Given the fact that many executives rely on mobile devices

rather than on PCs for primary email communications, if you believe mobile to be Web 2.0, definitely pay attention to this.

- On web 2.0 There are self-proclaimed experts whose opinions your prospects may often take more seriously than those of the press and your own marketing materials. You can’t use traditional PR methods to influence them. They need to be handled with respect, building one-to-one relationships and inviting them to your user conferences.

Picking the best order

Search engine

marketing

Search engine

optimization

Web 2.0 promotions

B-TO-B WEB 2.0 VIDEOS

Tip #1.

Create a YouTube channel to organize your videos; the channel pages should include:

- A description of the content creator – in this case, your business;

- A range of communication options, including the ability for users to email you, subscribe to your channel or share videos with friends ;

- The channel’s history on YouTube, including creation date, total number of videos added and most recent video;

- Hotlinks to all videos uploaded by that member Picking the best order

Search engine

marketing

Search engine

optimization

Web 2.0 promotions

B-TO-B WEB 2.0 VIDEOS (continued)- Tip #2.

- Make videos with high production values.

- B-to-B videos should employ high-quality, professional techniques to reflect your brand and convey authority.

- They also include animated charts, graphics and other images to help illustrate key data points as the presenter describes them, to “make the information come alive”.

Picking the best order

Search engine

marketing

Search engine

optimization

Web 2.0 promotions

Where & how do you get great content?

• By “content” we mean any material that is informational in nature and not explicitly a sales advertisement for your product or service. Content could be in the format of a white paper, a YouTube video, an event speech, newsletter article, a press release, etc. It might contain factual information about your product, your happy customers, your thought leadership or it might be about your prospect – how-to tips, industry trends and data.

Picking the best order

Search engine

marketing

Search engine

optimization

Web 2.0 promotions

Where & how do you get great content

Where & how do you get great content?(continued)

• Content has to appeal to its audience’s needs and desires. Most marketers ignore or discount this critical fact. Most marketers’ content initiatives are driven by their own internal needs not by what the prospects care about

Picking the best order

Search engine

marketing

Search engine

optimization

Web 2.0 promotions

Where & how do you get great content

Picking the best order

Search engine

marketing

Search engine

optimization

Web 2.0 promotions

Where & how do you get great content

Interview with top executive on state of industry

Interview with top analyst on state of industry

Case study on how a company used a product to learn something new

Top 10 list of ways to improve business

How-to-guide for using a product/service to better advantage

New research on some aspect of your industry

Case study on how a company used a product to improve a business process

0 50 100 150 200 250 300

End users Marketers

What’s the #1 most interesting content?

IT’S ALWAYS ABOUT THEM (NOT YOU)

People are by nature self-centered. Prospects don’t care about you; they care about themselves.

Picking the best order

Search engine

marketing

Search engine

optimization

Web 2.0 promotions

Where & how do you get great content

- Safety – keep your job, keep your company safe in a risky time, safeguard your department, avoid looking foolish, pick the most careful course of action, peer-vetted, proven, time-tested.

- Ease – make your job easier, save time, reduce stress, how-to, assistance, help, quick-and-easy, simplify.

- Greed – salary increases/bonuses, wealth, profits, rewards, more of something, stockpiling.

Picking the best order

Search engine

marketing

Search engine

optimization

Web 2.0 promotions

Where & how do you get great content

Content becomes must-read (or must-view) by appealing one of these top-five job related emotions

Content becomes must-read (or must-view) by appealing one of these top-five job related emotions (continued)

- Power – power to convince a boss or committee to agree with you; power to get your budget passed; powerful insights that can change one’s direction for the better.

- Ego – knowing or proving you are better than other people; being recognized as outstanding in the company of your peers.

Picking the best order

Search engine

marketing

Search engine

optimization

Web 2.0 promotions

Where & how do you get great content

Thank You!