"50% of my marketing doesn\'t work . . . I just don\'t know which 50%" Search for the holy grail of perfect marketing mix is still on, even at the everything-measurable-digital-marketing era. In this presentation we\'ll discuss the recipes of perfect cocktail for B2B Marketing - including social, SEO, SEM, demography based advertisements, offline marketing etc. With case studies from Marketing Campaigns for Cisco Systems, Visa, Hitachi etc. some of the topics will be covered - - Content marketing for Lead generation and Lead Nurturing - Lead Generation through B2B Social media - Lead Generation Search engine marketing for B2B - Lead Qualification and Drip Campaigns - Measuring and Analyzing the perfect mix - Bridging the digital and traditional marketing gap

1. THE PERFECT B2B LEAD GENERATION MIX
Anol Bhattacharya

2. GETIT COMMS
MARKETING SOLUTIONS
FOR TECHNOLOGY COMPANIES

4. www.B2Bento.com

5. DEFINITION OF insanity |ɪnˈsanəәti|
noun [ mass noun ]
Doing the same thing over and over
again and expecting different results.

6. DEFINITION OF insanity |ɪnˈsanəәti|
noun [ mass noun ]
Doing the same thing over and over
again and expecting different results.

7. 87.43% of Marketers are Insane!
U Mad?

8. “
50% of my marketing
doesn't work... I just don't
know which 50%

9. Email Campaign
CONVERSION
Banner Adverts SEM
Social Media

10. LEAD QUALIFICATION THROUGH DRIP CAMPAIGN
Web Meeting Tele-Call
Open
email
1
Not Open
Downloaded Web Meeting
Not Downloaded

11. LEAD NURTURING
25% 25%
Marketing
50%
Prospecting
Qualifying
Proposal
Sales Quote
$
$ $

12. LEAD GENERATION CAMPAIGN EFFECTIVENESS
me = rv (of + i) - (f+a)
Messaging Effectiveness = Relevance (Offer Value + Incentive) - (Friction + Anxiety)
MaclabsTM

13. PERSONA - TOUCH POINT - CONTENT MATRIX
>
a Name < Name
>
< Person Name
Type
< Type >
< Role >
Role
Motivat
ions m blandi.
c tus ac dia
llus ut le is ipsum.
• Phase aur
llus id m
• Phase
.
Goals nibh enim
c venenatis ibh in gravida.
• Done aliquam, n
m
• Aliqua .
ints mcorper
Pain Po odio, ulla .
nt libero re mollis
• Praese bibendum posue
m
• Aliqua
n
umptio per.
Med ia Cons o odio, ullamcor is.
nt liber re moll
• Praese bibendum posue
rizes this m
t characte • Aliqua
uote tha Presenc
e
“Insert q one sentence.” l Media mauris sit amet
velit.
persona
in S ocia
ignissim
ilisis lore
m. • Duis d tempor.
qu e quis fac t pulvinar • Euism
od
Pellentes gilla, est ege
in us sem,
Nullam fr , enim erat rhonc
m e
elementu ros augu
ves tibulum e
sit amet lla.
nu
lobortis

14. PERSONA - TOUCH POINT - CONTENT MATRIX
>
a Name < Name
>
< Person Name
Type
< Type >
< Role >
Role
ions
EDM
m blandi.
Motivat
PERSONA 1 c tus ac dia
llus ut le is ipsum.
SEM DISPLAY NETWORK
• Phase aur
• Phase
llus id m SOCIAL MEDIA
.
PERSONA 2
Goals nibh enim
c venenatis ibh in gravida.
• Done aliquam, n
m
• Aliqua .
PERSONA 3 ints mcorper
Pain Po odio, ulla .
nt libero re mollis
• Praese bibendum posue
m
• Aliqua
n
umptio per.
Med ia Cons o odio, ullamcor is.
nt liber re moll
• Praese bibendum posue
rizes this m
t characte • Aliqua
uote tha Presenc
e
“Insert q one sentence.” l Media mauris sit amet
velit.
persona
in S ocia
ignissim
ilisis lore
m. • Duis d tempor.
qu e quis fac t pulvinar • Euism
od
Pellentes gilla, est ege
in us sem,
Nullam fr , enim erat rhonc
m e
elementu ros augu
ves tibulum e
sit amet lla.
nu
lobortis

15. PERSONA - TOUCH POINT - CONTENT MATRIX
>
a Name < Name
>
< Person Name
Type
< Type >
< Role >
Role
ions
EDM
m blandi.
Motivat
PERSONA 1 c tus ac dia
llus ut le is ipsum.
SEM DISPLAY NETWORK
• Phase aur
• Phase
llus id m SOCIAL MEDIA
.
PERSONA 2
Goals nibh enim
c venenatis ibh in gravida.
• Done aliquam, n
m
• Aliqua .
PERSONA 3 ints mcorper
Pain Po odio, ulla .
nt libero re mollis
• Praese bibendum posue
m
• Aliqua
n
umptio per.
Med ia Cons o odio, ullamcor is.
nt liber re moll
• Praese bibendum posue
rizes this m SURVEY
characte • Aliqua
uote tha
t
“Insert q one sentence.” Presenc
e
velit. INFOGRAPHIC VISUAL EXPLAINER
persona
in S ocia EBOOK
l Media mauris sit amet
ignissim
ilisis lore
m. • Duis d tempor.
qu e quis fac t pulvinar • Euism
od
Pellentes gilla, est ege PERSONA 1
in us sem,
Nullam fr , enim erat rhonc
m e
elementu ros augu
ves tibulum e
sit amet lla.
lobortis
nu PERSONA 2
PERSONA 3

16. FOR B2B CONTENT IS THE KING
Use Human Language – avoid Gobbledygook
“next generation,” “flexible,” “robust,” “world class,” “scalable,” “easy to use,”
“cutting edge,” “mission critical,” “market leading,” “industry standard,”
“turnkey,” “groundbreaking,” “interoperable,” “best of breed,” “user friendly,” etc.
me = rv (of + i) - (f+a)

17. FOR B2B CONTENT IS THE KING
Use Human Language – avoid Gobbledygook
“next generation,” “flexible,” “robust,” “world class,” “scalable,” “easy to use,”
“cutting edge,” “mission critical,” “market leading,” “industry standard,”
“turnkey,” “groundbreaking,” “interoperable,” “best of breed,” “user friendly,” etc.
It’s about ‘their’ business context
Not your PRODUCT
me = rv (of + i) - (f+a)

18. NOT YOUR GRANDFATHER'S CONTENT ONLY

19. NOT YOUR GRANDFATHER'S CONTENT ONLY

20. NOT YOUR GRANDFATHER'S CONTENT ONLY

21. DO YOU REALLY WANT TO UPSIZE THAT FORM?
me = rv (of + i) - (f+a)

22. LEAD GENERATION THROUGH SOCIAL MEDIA

23. Unify My Data Center Facebook Campaign

24. Unify My Data Center Facebook Campaign

25. Unify My Data Center Facebook Campaign

26. LEAD GENERATION THROUGH DIGITAL ADS
Persona / Demography Based Action / Event Based

27. LEAD GENERATION THROUGH DIGITAL ADS
Persona / Demography Based Action / Event Based
‣ Retargeting

28. ROI MEASUREMENT - ANALYTICS
Traffic - Conversion - GO Lead Quality
Traffic Source

29. ROI MEASUREMENT - ANALYTICS : TAG URL
http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2
Short URL Medium Source Campaign

30. ROI MEASUREMENT - ANALYTICS : TAG URL
Google Analytics URL Builder: http://goo.gl/bCkQ3
http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2
Short URL Medium Source Campaign

31. ROI MEASUREMENT - ANALYTICS

32. STARHUB CAMPAIGN

33. STARHUB CAMPAIGN ANALYTICS

34. STARHUB CAMPAIGN ANALYTICS

35. ROI MEASUREMENT - ANALYTICS
Traffic - Conversion - GO Lead Quality
Traffic Source
http://b2ben.to/o3EcOH?utm_medium=socialmedia&utm_source=twitter&utm_campaign=ebookv2
Short URL Medium Source Campaign

36. “
50% of my marketing
doesn't work... I just don't
know which 50%

37. “
50% of my marketing
doesn't work... I just don't
know which 50%
B@%#% Please

38. QUESTIONS?

39. QUESTIONS?
Y U NO ASK?