If you couldn't make our B2B Marketing Fundamentals workshop at Marketing Week Live, or just want a refresher, check out our slides on the following topics: • Revolutionising your B2B digital marketing strategy to create leads and revenue generation opportunities • Using digital content marketing techniques to bolster leads and enhance conversion • The role of social media in your B2B marketing strategy to support the sales funnel

1. B2B Marketing
The Fundamentals

2. B2B Marketing Interactive Presentation
• X3 topics
• Short presentation on each topic
• Round table question answering/discussion in tables
• Feedback to the room
• Findings and slides will be sent via email post presentation
Format for today

3. B2B Marketing Interactive Presentation
• Have fun
• Don’t be afraid to speak out and share
• Try not to interrupt
• Keep to timings so we get to include everything
Rules of engagement

4. B2B Marketing Interactive Presentation

5. B2B Marketing Interactive Presentation
About your speakers
Kirsty Dawe,
Managing Director
@KirstyDawe1
Ash Chandler,
Head of MA & Digital
@_Ash_Chandler
Chris Manns,
Planning & Insight Director
@chrismanns

6. Revolutionising your B2B
digital marketing strategy
to create leads and revenue
generating opportunities
Chris Manns
B2B Marketing Interactive Presentation

7. B2B Marketing Interactive Presentation

8. B2B Marketing Interactive Presentation
Big Data
Big Data

9. B2B Marketing Interactive Presentation
Collecting data
Contextual
Demographic /
Firmographic
Behavioural

10. B2B Marketing Interactive Presentation
Personalisation

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Driving you into the funnel with recommended
and relevant content

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Attribution
Marketing Automation Platforms: Dedicated Attribution Software:

13. Attribution modelling example
Outbound
Email
Nov-16
LinkedIn InMail
Jan-17 Feb-17 Mar-17
Linked In PPC
Jan-17
Results
Conversions: 500
Revenue: £325,000
Whitepaper + Telemarketing
B2B Marketing Interactive Presentation

14. Attribution modelling example
Outbound
Email
Nov-16
LinkedIn InMail
Jan-17
Whitepaper
Feb-17
Telemarketing
Feb-17
Linked In PPC
Jan-17
200 50 75150Conversions
40% 10% 15%30%Conversion Split 5%
2500% 2067% 758%875%ROI 190%
42.96% 10.65% 6.51%30.07%
Contribution
to profit % 9.81%
B2B Marketing Interactive Presentation
Results
Conversions: 500
Revenue: £325,000
50% 15% 10%20%Actual Attribution 5%
25

15. Question:
What are your biggest attribution
challenges? How do you overcome
them in your organisation?
B2B Marketing Interactive Presentation

16. Using digital content marketing
techniques to bolster leads and
enhance conversion
Ash Chandler
B2B Marketing Interactive Presentation

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Content shock!

18. 10x content
B2B Marketing Interactive Presentation

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• A great user experience on any device
• Combination of high quality, trustworthy, useful, interesting, and remarkable
• A completely unique angle or subject and delivery method
• Invoke an emotional response and connection with the buyer
• Has use value and solves a problem or answers a question
10x content

20. B2B Marketing Interactive Presentation
10x content example (video on next slide)

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The key to
outstanding
content –
deep buyer
insight

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The key to outstanding
content – lifecycle marketing

23. Question:
How do you decide which digital
formats to use and which to lose?
Are cutting edge content formats too
costly and risky or do risks need to
be taken to be noticed?
B2B Marketing Interactive Presentation

24. The role of social media in
your B2B marketing strategy
to support the sales funnel
Kirsty Dawe
B2B Marketing Interactive Presentation

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Social is essential to the sales funnel
Brand Lead generation
Influencer
marketing

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Your email database is decaying

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It’s going to get worse…
60%of Millenials say they
are open to moving jobs
15%higher than the
previous generation

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When people move their social profile remains

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Does your social strategy fit with your sales KPI’s?
Right followers – building
lists and measuring
followers against these
Are they engaging
with your content?
What social actions
are they taking as
part of the nurture
process which
moves them further
down the sales
funnel?

30. B2B Marketing Interactive Presentation
Is your social strategy
aligned with sales?

31. Question:
Where are you seeing the biggest
impact from social in B2B?
What strategies are you using
successfully to measure this?
B2B Marketing Interactive Presentation

32. Thank you for your participation!