Marketing Strategy for B2B

Digital Marketing
StrategyArya Rama Krishnan, Daniel Porto, Emily Potter Benjamin, Esther Zheng, Amrit Sagar, Jiayuan Wang

2
Why we are here today
Thing-It’s Current Digital Marketing
Social Media Usage
Low High
Inbound Marketing
Low High
Outbound Marketing
Low High
● Competitor benchmarks
● Insights into digital marketing
platforms & potential
● Optimization & best practices
● Lead forecasts & ROI
● Budget proposal
Designing Thing-It Marketing Strategy
Lead Generation: 150+ Leads
How we will help:

Who are the target customers?
Human Resources Team
Cost Savings: reduce cost per
new hire, reduce cost per
position
Employee Experience
Digital Knowledge
Low High
IT Project Team
Support: support other
departments by finding
technical solutions that fulfills
their needs
Digital Knowledge
Low High
Facilities and CRE Team
Cost Savings: optimize office
space cost for expansion,
downsizing or contract
renegotiation, office layout
optimization
Digital Knowledge
Low High

Getting to know the competition
Inbound Marketing Score
OutboundMarketingScore
100200300
100 200 300 400 500 600
Legend:
Direct Competition
Best Practice
# of Employees
Inbound scores are
generated using social
media presence, post
frequency, website
score
And outbound
marketing
instruments: SEA,
social media ads &
retargeting
*See Appendix A and B for full table

Customer Journey
Opportunities to increase customer touchpoints with Thing-It
Awareness / Attention Interest Desire Action
Search for
solution on
internet
Realize
they have
a problem
Click on
interesting
page or ad
Look for more information
on Thing-It and/or
competitors’ webpage, blogs
and social media
Subscribe for newsletter,
follow the company on
social media
Fill-out contact forms
requesting for more
information or for a demo or
for a quote
Thing-It digital presence
Problem 2
Capturing customers interest
and desire
Problem 3
Low Click-to-Lead
conversion
Problem 4
Ignorance to Products
Problem 1

Summary of problems and our solutions
LinkedIn Ads
Google SEA
Blogs &
Social Media
Webinars
Attention
Desire
Action
Interest
Problem 1: Ignorance to
Products
Problem 2: Lack of
Digital Presence
Problem 3: Interest and
desire instruments
Problem 4: Click to lead
conversion

LinkedIn Ads
Product & Brand Awareness
1

How do social media ads solve problem 1?
Increase Brand
Awareness
By driving up engagement
(likes, comments, shares
and reposts) (1)
Product Discovery
Over 50% of social media users
discovers new products on those
platforms (2)
01
02
03
Generate Leads and
Boost Conversions
Through links to your
website and targeting a
specific sub-audience (1)
Solution to Problem 1: LinkedIn Ads
(1) Hubspot - Social Media Marketing (2) Hubspot - Social Media ROI Stats

Which platform to run social media ads?
Who is our
ideal
customer?
Twitter
How to reach targeted customer group?
LinkedIn
Facebook
Human Resources
Facilities & CRE
IT Projects
Match!
Demographic
Profile
Website
Behavior
Facebook
Activity
Demographic
Profile
Interest Event Conversation
Location
Industry /
Company
Job title /
Department

Only LinkedIn allows specifically targeting HR, Facilities and CRE and IT team
Why use LinkedIn Ads?
Who is our
ideal
customer?
LinkedIn
Match!
Location
Industry /
Company
Job title /
Department
Audience Targeting by job experienceTraffic numbers in
Germany:
Source: (1) Similarweb (access on 30.03.2020)
Large Reach
21 mio visits
per month(1)
Drive Traffic
7 redirections
To an external link per
LinkedIn visit(1)

Low Quantity of Post but New
Content
Each ad has a different content.
Most posts drive to a landing page
How competitors are using LinkedIn Ads
#Sponsored Posts in the past 6 months
NewContent
50
HighLow
High Quantity of Post but Old
Content
Segmentation & A/B testing purpose:
different formats, contents and CTAs
See Appendix C and D for more details on competitors
Direct
Competition
Best
Practice
# of
employees
LEGEND:

Best ways to implement LinkedIn Ads
Visits to Website
Learn More
Get Quote
Request Demo
Subscribe
Register
Join / Attend
Download
Build-in Form
Learn More
Get Quote
Subscribe
Register
Download

Key yearly results for LinkedIn campaign
Clicks / Visits
Leads
Impressions 91,600 - 422,200
414 - 1,374
33 - 117
CTR: 0.33% - 0.45% (1)
Click-to-Lead: 7.7% - 8.3% (Average)(2)
Source: (1) Data simulated with LinkedIn Campaign Manager.(2) Click-to-Lead rate for Build-in-form is given by LinkedIn and 1.95% for Visits to Website (Hubspot)
Total Cost
1.9 TEUR
to
4.3 TEUR
Return
18 TEUR
to
65 TEUR
See details on the Return (CLV) on Appendix E
See details on the costs on Appendix F
Recommendation: Run LinkedIn campaign testing the two strategies and different CTAs, 5 days per
month
ROI: 275% - 787%

Search Engine Advertising
Online Presence
2

How does SEA solve problem 2?
B2B Buyers return to research 2-
3 times (1)
Solution to Problem 2:SEA
78%
B2B Buyers start the
purchase process with a
Google search (1)
70%
Source: (1) State of Demand Generation, Pardot 2013

INTEGRATED WORKPLACE MANAGEMENT SYSTEMOFFICE SPACE ANALYTICSOFFICE OCCUPANCY SENSOR
How competitors are performing on search engine
Main competitors are on the1st
page of Google search result
68% never scroll past the 1st page(1)
Organic (SEO) or Paid (SEA)
Solution to Problem 2: SEASource: Barry, (2010). A Study of First Click Behaviour and User Interaction on the Google SERP.

Best ways to optimize Search Engine Marketing
Personalize Ads and
Landing Pages
Clear Call to Action
Solution to Problem 2:SEA

Best ways to optimize Search Engine Marketing
SEA/SEO requires continuous effort
TEST
ANALYZEREPEAT
OPTIMIZE
Improve bidding strategy
Keywords
Ads
Landing Page
CPC Bid x Ad quality
Solution to Problem 2: SEA

Key yearly results for SEA campaign
Clicks / Visits
Leads
Impressions 44000(1) - 180000(2)
2800 - 4200
36 - 84
CTR: 5% - 7.5% (1)
Click-to-Lead: 1.5% - 2.7%(3)
Total Cost
€6500
Return6.2
to
10.2
TEUR
Solution to Problem 2: SEA
Source: (1) . Data simulated with Google Keywordplanner (2) total DACH research volume. Google keywordplanner (3) Hubspot
ROI: 610%
€350 - €550/month

Blogging
Creating Interest and Desire
3

How does creating blog content solve problem 3?
Frames your
product as the
solution.
Customizable for target
groups
Helps both SEO &
direct sales
01
02
03
Establishes Thing-It
as an authority
Solution to Problem 3: Blogging
Stepping stone
for full social
media
marketing
Source: Hubspot Social Media

Why use blogging?
➔ 70% of marketers are
actively investing in
content marketing.
➔ Over 75% of internet
users say they read
blogs regularly (1)
n=1531 (2)
Sources: (1) Hubspot Marketing Statistics (2) Hubspot Marketing Statistics, Hubspot Burnes, Digital Marketing Institute

Do your competitors blog?
No Blog
Of 7 direct competitors
assessed, 6 had a blog.

Best ways to implement blogs (quantity)
(1)
Sources: (1) Hubspot Marketing Statistics, Ragan (2) OrbitMedia, Hubspot (3) Hubspot Marketing Statistics
Marketers who prioritize blogging efforts are
13x more likely to see positive ROI (3)
(2)
See Appendix G for more information

Best ways to implement blogs (quality)
Personalized Calls to action Quality Content
See Appendix K for Blog Optimization - Analysis & Metrics

Social Media
Creating Interest and Desire
3

How does social media solve problem 3?
Create Brand
Affinity
Increase Conversion
Opportunities
01
02
03
Encourage Interaction
Solution to Problem 3: Social Media

How can blog content be used for social media?
Blog/
Landing
Page
Blog Content
Long-lasing articles
• FAQ
Target Audience: Tech enthusiast
Short & Sweet, Timely topic
• Company Story/ News
• Industry Trend/ Insights
Target Audience: SmartBuilding Fans
Interaction, Chats/ Discussion
• Customer Education
• Product Introduction
• Best Practice
66%(1)
Source: (1) Constant Content (access on 11.10.2018)
• Company Story/ News
• Industry Trend/ Insights
• Customer Education
• Product Introduction
• Best Practice

Why use social media?
Top 3 used social
media platform(1)
Source: (1) Statista
Majority of B2B companies use social media

How competitors are using social media?
Hot TopicHashtag
More In-depth Content
Social Media Presence
Thing-It vs Industry Average
For more tips, see Appendix I

Option 2: Hire a Company (1)
Average Cost: €780/Month
Optimal Cost: €3140/Month
Blogs & Social Media: How much will it cost?
How Much Does Blogging Cost?
Option 1: Do it Yourself
Average Cost: 4 Hrs/Post
Optimal Cost: 6 Hrs/Post
Solution to Problem 3: Blogging + SM
What About Social Media?
Option 1: Do it Yourself
Average Cost: 6 Hrs/Week
Optimal Cost: 8 Hrs/Week
(3)
(1) Solvid (2) Clearvoice, ContentFly (3) Hubspot Vaughan(4) SocialMediaStrategiesSummit, MavSocial
Option 3: Hire A Freelance (2)
Option 2: Hire A Freelancer
(4)
See Appendix H for Calculations

Key yearly results for blogs & social media
Prior Leads
New
Leads
(84) 1-2 per Week
106
ROI:165%
€66.5
TEUR
Return
Total Cost
€25
TEUR
Solution to Problem 3: Blogging + SM

Solution to Problem 4: Webinars
How do webinars solve problem 4?
Showcase your
Product &
Services
Enhance
brand value
In person conversation increases
your product acceptability
multifold
01
02
03
Live conversation with
your potential clients
The most important step!
Every other step is in
vain if customers do
not Act
This is time for
CALL TO ACTION

Why use webinars?
● 10x more conversion rate than any
other digital marketing tool.
● Apart from confirmed leads, it
generates equal number of follow up
leads as well.
● Immediate first impression feedback
from attendees.

Do your competitors organize webinars?
5 out of the 8 competitors host webinars

Best ways to implement
Record and
Replay Webinars
Connect through
Social Network
Between 30 - 45
minutes
Q&A at the end

Key yearly webinar results
Clicks / Visits
Impressions
Orders
4700(1) - 13700(2)
CTR: 5% - 7,5% (1)
Click-to-Lead: 1.5%(3)
Lead to Order: 10% (assumption)
Attendees
Q & A
Registration
Leads
700-800
280-360
100- 140
60-80
CTR: 30% -33% (1)
Click-to-Lead: 30% (2)
Lead to Order: 70%(3)
Total Cost
€1000
to
€3000
Sources: (1) Zoominfo (2) MarketingCharts (3)GotoMeeting
Webinar is not a standalone tool. It incorporates other digital
marketing tools to complete the journey.

Optimization and
Recommendations

What matters most: analyze data & optimize solutions
TEST
ANALYZEREPEAT
OPTIMIZE
Find your CLV
Find your ROI
Recalculate Bids
Adjust &
Retarget
A/B Test
Performance
Metrics
See Appendix J & K for more information

Solutions Summary
LinkedIn Ads
Problem 1
Product Awareness
Key Metrics
Impressions, Clicks, CTR and
Cost per Lead
Low High
Cost
Low High
ROI
Blog & Social Media
Problem 3
Interest & Desire Creation
Key Metrics
Visits, shares, engagement,
bounce rate, time on page
Low High
Cost
Low High
ROI
Google SEA
Problem 2
Online presence
Key Metrics
Impressions, Ranking, CTR and
Ad score and CPC
Low High
Cost
Low High
ROI
Low
Low
Webinars
Problem 4
Click-to-Lead Conversion
Key Metrics
Registrations, Attendees, QA
participants, leads
High
Cost
High
ROI
60 leads106 leads55 leads75 leads

Cost/Effort vs Benefit Matrix
Effort/Cost Level
PotentialBenefit
Legend:
Inbound Instruments
Outbound Instruments
Effort/Cost Scores
generated using
hours spent and
hard costs for
each tool
Potential Benefit
scores generated
from CLV uplift
Blog +
Webinars

Budget and Outcomes - Within Budget
€42Cost per Leads €118 €237 €100
Leads 37 27 53 30 148
Blogs + Webinars Total
Budget:
€20,400
Leads:
148
See Appendix L for full table

Budget and Outcomes - Recommended
€42Cost per Leads €118 €237 €50
Leads 75 55 106 60 296
Blogs + Webinars Total
Budget:
€38,000
Leads:
296
See Appendix L for full table

Problem 1
Product Awareness
Problem 3
Interest & Desire Creation
Problem 2
Online presence
Problem 4
Click-to-Lead Conversion
Blog +
Webinars
Solutions
Executive Summary
Leads Budget
296 €38,000
Inbound MarketingOutboundMarketing
Thing-It’s Digital Marketing:
Future Outlook

Sources - 1
Baker, K. (2019, Oct 28). Social Media Marketing: The Ultimate Guide. https://blog.hubspot.com/marketing/social-media-marketing.
Access on 2020, April 17.
Barry, M. (2010). A Study of First Click Behaviour and User Interaction on the Google SERP
State of Demand Generation, 2013. Pardot.
Bowdoin, J. (2018, May 21). How Much To Charge for Social Media Management? (Freelancers and... Retrieved April 22, 2020, from
https://blog.socialmediastrategiessummit.com/how-much-charge-social-media-management/
Burnes, R. (2017, September 5). Study Shows Business Blogging Leads to 55% More Website Visitors. Retrieved April 22, 2020, from
https://blog.hubspot.com/blog/tabid/6307/bid/5014/study-shows-business-blogging-leads-to-55-more-website-visitors.aspx
Carmicheal, K. (2019, Oct 30). The 20 Quantifiable Benefits of Social Media Marketing for Business.
https://blog.hubspot.com/marketing/social-media-roi-stats. Access on 2020, April 17.
Constant Content (access on 11.10.2018).24 Blogging Stats You Need To Know
https://www.constant-content.com/content-writing-service/2018/10/blogging-stats/
Digital Marketing Institute (2019, November 15). 3 Ways to Incorporate SEO Into Your Inbound Marketing Strategy. Retrieved April 22,
2020, from https://digitalmarketinginstitute.com/en-eu/blog/3-ways-to-incorporate-seo-into-inbound-marketing-from-the-start
Freeland, A. (2020, March 6). Freelance Writing Rates: How Much Should I Pay? [Infographic]. Retrieved April 22, 2020, from
https://www.clearvoice.com/blog/how-much-to-pay-a-freelance-writer/

Google Keyword planner.
https://ads.google.com/aw/keywordplanner Access on 2020, April 12
HubSpot. (2020). 2020 Marketing Statistics, Trends & Data - The Ultimate List of Digital Marketing Stats. Retrieved April 22, 2020, from
https://www.hubspot.com/marketing-statistics
Ideal 2018 webinar benchmark data – Learn how well your webinar funnel stacks up,Access on 2020, April 20
https://learn.demio.com/ideal-2018-webinar-benchmark-data-learn-how-well-your-webinar-funnel-stacks-up/
Kurtz, B., & Mallozzi, C. (2019, April 15). 10 Webinar Benchmarks Every Marketer Should Know - GoToWebinar. Retrieved April 22,
2020, from https://blog.gotomeeting.com/7-webinar-benchmarks-every-marketer-should-know/
Lambert, S. (2018, Jul 10). The Best B2B Lead Gen Campaigns for Every Channel. https://blog.hubspot.com/marketing/b2b-lead-
generation. Access on 2020, April 17.
Marketing Charts. (2019, April 10). 2018 Webinar Benchmarks: 6 Highlights. Retrieved April 22, 2020, from
https://www.marketingcharts.com/cross-media-and-traditional/content-marketing-108045
Mayfield, D. (2019, October 23). How Much to Charge for Social Media Management (Guide). Retrieved April 22, 2020, from
https://mavsocial.com/how-much-charge-social-media-management/
Orbit Media. (2020, January 16). [New Research] How has Blogging Changed? 5 Years of Blogging Statistics, Data and Trends. Retrieved
April 22, 2020, from https://www.orbitmedia.com/blog/blogging-statistics/
Sources - 2

Sources - 3
Semrush Analytics
https://www.semrush.com/analytics/ Access on 2020, April 12.
Social Media Examiner. (May 7, 2019). Leading social media platforms used by B2B and B2C marketers worldwide as of January 2019
https://www.statista.com/statistics/259382/social-media-platforms-used-by-b2b-and-b2c-marketers-worldwide/
Solvid. (2019, December 4). 7 Best Blog Writing Services To Get Awesome Content. Retrieved April 22, 2020, from
https://solvid.co.uk/best-blog-writing-services/
Strong, F., & Ragan. (2018, June 25). Study: The perfect blog post length-and how long it should take to write. Retrieved from
https://www.ragan.com/study-the-perfect-blog-post-length-and-how-long-it-should-take-to-write-2/
Tee, N. (2019, October 23). What's The Average Freelance Writer's Price Per Word? Retrieved from https://contentfly.co/blog/whats-
the-average-freelance-writers-price-per-word/
Volovich, K. (2016 Apr 21). Google Adwords Benchmark data
https://blog.hubspot.com/agency/google-adwords-benchmark-data Access on 2020, April 12
Vaughan, P. (n.d.). 43% of Small Businesses Spend 6 Hours Per Week in Social Media [INFOGRAPHIC]. Retrieved April 22, 2020, from
https://blog.hubspot.com/blog/tabid/6307/bid/33776/43-of-Small-Businesses-Spend-6-Hours-Per-Week-in-Social-Media-
INFOGRAPHIC.aspx

Appendix A - Competition Digital Marketing Statistics

Appendix B - Getting to know the competition
Thing Dust
Competition: Direct
Employees: 6+
Inbound Marketing
Low High
Outbound Marketing
Low High
Tools: SEA, Social Media
iotspot
Competition: Direct
Employees: 5+
Inbound Marketing
Low High
Outbound Marketing
Low High
Tools: Blogs, Social Media, SEA
Locatee
Competition: Direct
Employees: 35+
Inbound Marketing
Low High
Outbound Marketing
Low High
Tools: Blogs, Webinars &
Videos, LinkedIn Ads
Spacewell
Competition: Direct
Employees: 180+
Inbound Marketing
Low High
Outbound Marketing
Low High
Tools: Blogs, Webinars &
Videos, LinkedIn Ads

53 ads
Ads Content
Mostly Videos
(>30s). Landing
page request
contact info first
ThingDust, OpenSensors and IoT Spot did not use LinkedIn Ads in the past 6 months
14 ads
Ads Content
Demos, Case
Studies, Webinars,
Videos (5 to 10
seconds)
Appendix C - How Competitors are using LinkedIn Ads
57 ads
Ads Content
Mostly Guides,
using LinkedIn
Build-in Forms
11 ads
Ads Content
Videos (varied
length) and success
cases from
customers
84 ads
Ads Content
Several white
papers and reports
for download

Appendix D - How Competitors are using LinkedIn Ads

Appendix E - CLV Calculation
Thing-It Assumption on Retention Rate: 40%-50%
Retention Rate Research to Confirm (Source):
Campbell, P. (2020, February 8). The World's Largest Study on
SaaS Churn - Part 1. Retrieved April 22, 2020, from
https://www.profitwell.com/blog/saas-churn-benchmarks-mrr-
churn-study
Margins: Provided by Thing-It

Appendix F - LinkedIn Ads: Summary of Costs and Key Results
Build-in Form Visits to Website
HR Facilities & CRE IT HR Facilities & CRE IT
Target Audience Size 120,000+ 7,800+ 9,200+ 120,000+ 7,800+ 9,200+
30-day spend €200 - €360 €140 - €360 €160 - €360 €180 - €360 €130 - €360 €180 - €360
30-day impressions 15,000 - 66,000 2,100 - 9,100 4,200 - 19,000 15,000 - 71,000 2,300 - 11,000 7,200 - 35,000
30-day clicks 50 - 250 18- 41 14 - 70 87 - 210 13 - 31 35 - 85
CTR 0.19% - 0.43% 0.21% - 0.50% 0.18% - 0.42% 0.30% - 0.45% 0.28% - 0.42% 0.25% - 0.37%
30-day leads 10 - 36 0 - 1 4 - 15
Total 30-day spend: from 990 EUR to 2,160 EUR
Key Results:
● 30-day clicks: 135 - 326 (not necessarily will fill out the contact form from Thing-It website)
● 30-day leads: 14 to 52 leads (using LinkedIn build-in form. Does not mean it is a qualified lead)

Appendix G - Blog Optimization: # of Words per Post
Sources:
Brown, T. B. T. (2020, February 2). How Long Should a Blog Post Be for SEO? [Updated 2020].
Retrieved April 22, 2020, from https://hookagency.com/blog-length/
Orbit Media. (2020, January 16). [New Research] How has Blogging Changed? 5 Years of Blogging Statistics, Data and Trends.
Retrieved April 22, 2020, from https://www.orbitmedia.com/blog/blogging-statistics/

Blogging Companies:
To calculate the costs for I took 7 competitor freelance blogging companies from Source Solvid.
I used the average of these 7. The average cost is x average # of words per blog post and optimal cost is x optimal # of Words.
For Freelancer Calculations:
Several Tiers of Freelance Writers: Tier 3 is the appropriate tier for Start-Up Blogs. These Writers charge between $.1-.2.
To stay on the conservative side, we chose $.2. The average blog post is 1200 words and posted 1.5x a week. Bringing the average cost
to $1480/month.
The optimal number of words is 1760 and posted 3.5x a week. Bringing the optimal cost to $4800/month.
Sources:
Freeland, A. (2020, March 6). Freelance Writing Rates: How Much Should I Pay? [Infographic]. Retrieved April 22, 2020, from
https://www.clearvoice.com/blog/how-much-to-pay-a-freelance-writer/
Tee, N. (2019, October 23). What's The Average Freelance Writer's Price Per Word? Retrieved from https://contentfly.co/blog/whats-the-
average-freelance-writers-price-per-word/
Solvid. (2019, December 4). 7 Best Blog Writing Services To Get Awesome Content. Retrieved April 22, 2020, from https://solvid.co.uk/best-
blog-writing-services/
-
Social Media: Average 6 hrs/week, Optimal 8 Hrs/week
Cost for freelance €35/Hr
Sources: Bowdoin, J. (2018, May 21). How Much To Charge for Social Media Management? (Freelancers and... Retrieved April 22, 2020, from
https://blog.socialmediastrategiessummit.com/how-much-charge-social-media-management/
Mayfield, D. (2019, October 23). How Much to Charge for Social Media Management (Guide). Retrieved April 22, 2020, from
https://mavsocial.com/how-much-charge-social-media-management/
Appendix H - Blogging & Social Costs

Appendix I - Best ways to implement social media content
01 Thing-It is a smart building expert, problem solver,
solution provider
Set Persona and showcase expertise
02 Consistent tone and feel in all communication
channels
03 • Ask questions to keep customer wanting, needing more
• Let people in on a secret
• Create a list of mistake people should avoid
Create attractive headlines
+10%Clicks
Source: (1) Hubspot (Access on 19.03.2015) - See Appendix

Appendix J - LinkedIn optimization
Cost per Lead
CTR(ClickThroughRate)
HighLow
Low High
# of clicksLEGEND:
Increase budget for campaigns with Low Cost per Lead and High CTR, specially those with high # of clicks.
Cross analyze performance metrics with audience characteristics to improve targeting
Campaign 1
Campaign 2
Campaign 3
Campaign 4
Campaign 5
Campaign 6
Most Important Performance Metrics:
● Impressions: the higher the better
● Clicks: the higher the better
● CTR: the higher the better
● Cost per Lead: the lower the better
● Budget Consumption
● Cost per Click
● Cost per Order

Appendix K - Blog optimization
Blogging/Social Media
Overall Success:
● # Subscribers
● Leads from the blog
● Customers from
these blog leads
Individual Post Success:
● Post visitors
● Engagement
● Leads from Post
● Shares
● Social Media Metrics
Find your CLV
Find your ROI
conversions
Shares
Subscribers

Appendix L - Budget & Outcomes Table
Option 1: Within Budget
Marketing
Instrument
Cost Leads Cost per Leads
3,150 75 42
6,500 55 118
Blogs + 25,140 106 237
Webinars 3,000 60 50
Total 37,790 296
Option 2: Recommended
Cost Leads
1,575 37
3,250 27
12,570 53
3,000 30
37,790 148

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