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How to create a B2B campaign with 
Really Purple Title – 
only mention Shortel 
metrics success 
on this slide 
- Kirsty Dawe, Director ReallyB2B
B2B Marketing: Kirsty Dawe at ShoreTel's Accelerating Marketing Knowledge Series
What’s new in B2B?
THE B2B BUYING PROCESS HAS CHANGED
Large customer head with ZMOT written in the middle - basic 
Not same head as 
‘Pains’ slide (Front on 
head siluett)
90% of the sales funnel is now controlled by marketing 
Big funnel with 90% of it being taken up by the word marketing
SOCIAL BECOMING 
MEASURABLE
The RIGHT 
content is 
still king
Helping is replacing selling 
HELPING IS 
REPLACING SELLING
What are the key steps in 
developing effective B2B 
campaigns?
B2B Marketing: Kirsty Dawe at ShoreTel's Accelerating Marketing Knowledge Series
BUILD A PICTURE OF THE DMU
TALKING TO PEOPLE NOT 
BUSINESSES
TRULY UNDERSTAND THEIR 
PAINS, CHALLENGES AND NEEDS
CREATE CONTENT THAT RESONATES 
AND BUILDS TRUST
UNDERSTANDING 
WHICH CHANNELS 
WORK BEST
BE CLEAR ABOUT 
WHAT YOU WANT 
THE PROSPECT TO 
DO NEXT
Continuously 
Nurture
THE OPTIMUM BLEND 
OF PUSH AND PULL
TEST MEASURE IMPROVE
CLOSED 
LOOP 
REPORTING
What is possible 
in terms of ROI?
B2B Marketing: Kirsty Dawe at ShoreTel's Accelerating Marketing Knowledge Series
SALES AND 
MARKETING 
NEED TO BE 
ALIGNED 
• Sales and marketing words hugging each other?
MARKETING NEEDS TO PROVIDE 
SALES READY LEADS
B2B Marketing: Kirsty Dawe at ShoreTel's Accelerating Marketing Knowledge Series
54%/28% 
ATTRIBUTION IS KEY
What to measure 
• CPE, CPL, CPA, CPS 
• Conversion at each stage % 
• Return per lead/appointment 
• Initial sales value and lifetime value 
• Look at by channel, industry and sales person
Example of successful B2B 
campaigns with real ROI
Miele Professional 
• Commercial arm of Miele and leading manufacturer of professional laundry, 
dishwashing and sterilising equipment 
• Looking for a new way to connect with and nurture customer base to run 
alongside current advertising, PR and outbound telemarketing
Objectives 
• Increase volume of sales ready leads 
• Increase engagement with the Miele professional brand
Personas
Content with a cause
ROI
Tips for success 
• Never make assumptions about what’s important to prospects – build your 
personas 
• Talk to EVERYONE in the DMU with a message that resonates with them 
• If you can’t sell HELP 
• Combine inbound with outbound 
• Only give the leads to sales once they are ready 
• Always build in closed loop feedback
Learn more about successful B2B 
Really Purple Title – 
only mention Shortel 
marketing at: 
on this slide 
www.reallyb2b.com/b2b-resources

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B2B Marketing: Kirsty Dawe at ShoreTel's Accelerating Marketing Knowledge Series

Hinweis der Redaktion

  1.    How to create a B2B campaign with metrics success. Kirsty Dawe, Director, Really B2B ·          What is new in the B2B marketing world? ·          What are the key steps in developing effective B2B campaigns? ·          What is possible in terms of ROI with effective B2B campaigns? ·          Examples of Successful B2B Campaigns with real ROI ·          Tips for Success
  2. We can use the current slide we have here but just add in the award shortlisting x
  3. Selling to someone and you make a customer once, help someone and you make a customer for life If you can’t sell to someone now, be useful. Helping is replacing selling
  4. Picture of universe – stars, planets etc
  5. And platforms work best
  6. Call to action
  7. Word PIPELINE with a big cross through it
  8. Add miele logo
  9. Add miele logo
  10. Add miele logo
  11. Add miele logo
  12.    How to create a B2B campaign with metrics success. Kirsty Dawe, Director, Really B2B ·          What is new in the B2B marketing world? ·          What are the key steps in developing effective B2B campaigns? ·          What is possible in terms of ROI with effective B2B campaigns? ·          Examples of Successful B2B Campaigns with real ROI ·          Tips for Success