building a winning b2b marketing programme€¦ · building a winning b2b marketing programme ......
TRANSCRIPT
Building a winning B2B
marketing programme
B2B Marketing Leaders Forum Asia 2019
| Singapore
Prepared by Tommy ZHENG for B2B Marketing Leaders Forum Asia 2019
About myself
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image: Freepik.com
We are a global sales-led organization
Prepared by Tommy ZHENG for B2B Marketing Leaders Forum Asia 2019
facing exciting new opportunities
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Tomorrow’s leading companies may not yet exist todayAverage lifespan of an S&P 500 company is under 20 years, down from 60 years in 1950s
Source: Credit Suisse
Businesses have changed the way they buy57% of the purchase decision is complete before a customer calls a supplier. Buying groups now range from 7 to 20 people, represent a wide variety of jobs, functions, and geographies.
Source: CEB, Salesforce
Southeast Asia is a fast growing location for
foreign direct investmentOf the $694 billion in FDI that went to developing economies last year,
$502 billion found its way to "developing Asia.”
Source: UNCTAD estimates
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Marketing must start with the organization’s business priorities.
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The next step is to define our key customer segments.
Be as specific as possible!
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Develop your customer personas,
needs and build journey maps
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Create content that address customer needs at
specific journey stagesArticles, guides
whitepapers
Webinars,
Videos
Website
Features
Prepared by Tommy ZHENG for B2B Marketing Leaders Forum Asia 2019
Prepared by Tommy ZHENG for B2B Marketing Leaders Forum Asia 2019
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Prepared by Tommy ZHENG for B2B Marketing Leaders Forum Asia 2019
Distribute our content across online and offline channels
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Allow leads and customers to find out about EDB at their own time and place
WebsiteReach and engage leads and customers in their “lean-back” moments
Social Media
Develop long term relationships with leads and customers through
personalized content, events and products
Paid MediaPresent leads and customers with information through targeted display and social ads
EventsProvide in-person
interactions to a group of leads and
customers
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Generate and nurture leads through their
customer journey… Focus on sales and
marketing alignment
Sales Accepted Lead (SAL)
Lead
Marketing Qualified Lead (MQL)
Customer
Sales Qualified Lead (SQL)
Opportunity
Standardize your definitions as early as possible
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… with the relevant technologies
Sales Accepted Lead (SAL)
Lead
Marketing Qualified Lead (MQL)
Customer
Sales Qualified Lead (SQL)
Opportunity
Adobe Experience Manager, Adobe Analytics, Adobe Target
Eloqua
Programmatic, Social Ads, SEM
Microsoft Dynamics
SEMrush
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We measure and improve our
performance with relevant, actionable and
standardized metrics
Content Performance
Channel Performance
Campaign Performance
Marketing Performance
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Personal reflections
• Good planning is important, but strong execution makes the difference. This is why you need to prioritize!
• Build a strong culture of learning, experimentation and accountability. You will make mistakes. It is fine as long as you know how to do better the next time.
• Excite, Educate and Evangelize
Let’s connect!