en b2b todo el marketing es marketing directo
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En B2B todo el marketing es marketing directo
Business marketing has changed forever
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Nov. 3, 2010Ruth P. Stevens
Direct marketing in B2B
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In the last decade, business buying changed dramatically. With enormous shifts in corporate purchasing patterns and the extraordiIn this dynamic keynote talk, Ruth P. Stevens will outline the transformation in business buying behavior, and explain how multi‐t
Database management
Lead generation1.2.
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E-commerce and mail order
Customer retention
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The funnel
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B b h i h h dBuyer behavior has changed
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What does this mean for marketers?
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Direct marketing is the engine g gthat manages this process
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A new kind of direct marketing gis required
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Essential ingredients in B2B direct marketing today
1 Clean comprehensi e data1. Clean, comprehensive data2. Customer contact strategy, supported by
marketing automation3. Social media outreach4 Superb website
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4. Superb website 5. Content strategy
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1/ Steps to clean, accurate data 1. Identify the data elements you need.2 A d l t il bl f thi d t 2. Append elements available from third-party
suppliers.3. Fill in the gaps with “data discovery.”
– Outbound telephone to target accounts
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– Probing on buying roles and contact info– Fill in the blanks in your database
4. Ongoing data hygiene. 11
2/ Contact strategy, with marketing automation
Contact strategy Marketing automationContact strategy1. Segment inquirer base by
need or value2. Assess the ideal contact
level and frequency3 T t th t t
Marketing automation• Software specific to
campaign management, lead nurturing, triggered marketing communications.
• A large variety of vendors
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3. Test the contact sequence. Continuously review and refine over time.
• A large variety of vendors available today.
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3/Social media outreach (think PR)
Wrong: "How is this supposed to make me Wrong: "How is this supposed to make me money?"
Right: "How can I use social media to get my ideal customer to choose me at any price?"
© Ruth P. Stevens 2010
ideal customer to choose me at any price?
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Social media to-do list• Company profile at GetListed.org and Google Local• Buy domain names in your category• Buy domain names in your category• Keep your blog fresh and informative• Company profile on LinkedIn• Branded Twitter account
Y T b f d t id d t t ti i l
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• YouTube for product videos and customer testimonials• SlideShare for technical presentations• Invest in resources to respond, and start a dialogue
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4/ A superb website: Essential site characteristics today
• Keyword-rich copy, tags, SEO basics• Self-identifying segmentation of content and navigation• Lead generation features
– Optimization on response-oriented pages• External outreach via social media
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• External validation at your site: Testimonials, case studies
• Plenty of rich content to educate prospects16
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Motivate visitors to provide contact info
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Identify site visitors by IP address
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5/ Develop a deliberate content strategy
• A library of content assets that can serve different needsneeds.– Case studies– White papers– Archived webinars– Podcasts
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– Research reports– Blog entries
• A new resource: the Content Marketing Institute19
The growing investment in content development
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Buying behavior is changing
En B2B todo el marketing es
Marketing behavior is changing
marketing directo
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Thank you.
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Web-based resources for B2B
• MarketingProfs.com: library of articles, seminars, cases• MarketingSherpa.com: weekly case studies and research• RainToday.com: resources for marketers of professional
services• CMI (ContentMarketingInstitute.com): thought leadership on
content development and usage
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• WhichTestWon: Examples of split test results from real campaigns
B-to-B direct marketing reading list• The Marketing Manager’s Handbook, by Eric Gagnon • Business to Business Direct Marketing by Robert W Bly• Business-to-Business Direct Marketing, by Robert W. Bly• The DMA Lead Generation Handbook, by Ruth P.
Stevens • Lead Generation for the Complex Sale, by Brian J. Carroll• Trade Show and Event Marketing, by Ruth P. Stevens• Sales & Marketing 365 by Jim Obermayer
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• Sales & Marketing 365, by Jim Obermayer • Marketing Metrics in Action, by Laura Patterson