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B2B Marketing
The Fundamentals
B2B Marketing Interactive Presentation
• X3 topics
• Short presentation on each topic
• Round table question answering/dis...
B2B Marketing Interactive Presentation
• Have fun
• Don’t be afraid to speak out and share
• Try not to interrupt
• Keep t...
B2B Marketing Interactive Presentation
B2B Marketing Interactive Presentation
About your speakers
Kirsty Dawe,
Managing Director
@KirstyDawe1
Ash Chandler,
Head ...
Revolutionising your B2B
digital marketing strategy
to create leads and revenue
generating opportunities
Chris Manns
B2B M...
B2B Marketing Interactive Presentation
B2B Marketing Interactive Presentation
Big Data
Big Data
B2B Marketing Interactive Presentation
Collecting data
Contextual
Demographic /
Firmographic
Behavioural
B2B Marketing Interactive Presentation
Personalisation
B2B Marketing Interactive Presentation
Driving you into the funnel with recommended
and relevant content
B2B Marketing Interactive Presentation
Attribution
Marketing Automation Platforms: Dedicated Attribution Software:
Attribution modelling example
Outbound
Email
Nov-16
LinkedIn InMail
Jan-17 Feb-17 Mar-17
Linked In PPC
Jan-17
Results
Conv...
Attribution modelling example
Outbound
Email
Nov-16
LinkedIn InMail
Jan-17
Whitepaper
Feb-17
Telemarketing
Feb-17
Linked I...
Question:
What are your biggest attribution
challenges? How do you overcome
them in your organisation?
B2B Marketing Inter...
Using digital content marketing
techniques to bolster leads and
enhance conversion
Ash Chandler
B2B Marketing Interactive ...
B2B Marketing Interactive Presentation
Content shock!
10x content
B2B Marketing Interactive Presentation
B2B Marketing Interactive Presentation
• A great user experience on any device
• Combination of high quality, trustworthy,...
B2B Marketing Interactive Presentation
10x content example (video on next slide)
B2B Marketing Interactive Presentation
The key to
outstanding
content –
deep buyer
insight
B2B Marketing Interactive Presentation
The key to outstanding
content – lifecycle marketing
Question:
How do you decide which digital
formats to use and which to lose?
Are cutting edge content formats too
costly an...
The role of social media in
your B2B marketing strategy
to support the sales funnel
Kirsty Dawe
B2B Marketing Interactive ...
B2B Marketing Interactive Presentation
Social is essential to the sales funnel
Brand Lead generation
Influencer
marketing
B2B Marketing Interactive Presentation
Your email database is decaying
B2B Marketing Interactive Presentation
It’s going to get worse…
60%of Millenials say they
are open to moving jobs
15%highe...
B2B Marketing Interactive Presentation
When people move their social profile remains
B2B Marketing Interactive Presentation
Does your social strategy fit with your sales KPI’s?
Right followers – building
lis...
B2B Marketing Interactive Presentation
Is your social strategy
aligned with sales?
Question:
Where are you seeing the biggest
impact from social in B2B?
What strategies are you using
successfully to measur...
Thank you for your participation!
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Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 1 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 2 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 3 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 4 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 5 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 6 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 7 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 8 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 9 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 10 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 11 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 12 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 13 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 14 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 15 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 16 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 17 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 18 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 19 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 20

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Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 22 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 23 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 24 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 25 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 26 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 27 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 28 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 29 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 30 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 31 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 32 Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B Slide 33
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Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B

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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

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Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2B

  1. 1. B2B Marketing The Fundamentals
  2. 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. 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. 4. B2B Marketing Interactive Presentation
  5. 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. 6. Revolutionising your B2B digital marketing strategy to create leads and revenue generating opportunities Chris Manns B2B Marketing Interactive Presentation
  7. 7. B2B Marketing Interactive Presentation
  8. 8. B2B Marketing Interactive Presentation Big Data Big Data
  9. 9. B2B Marketing Interactive Presentation Collecting data Contextual Demographic / Firmographic Behavioural
  10. 10. B2B Marketing Interactive Presentation Personalisation
  11. 11. B2B Marketing Interactive Presentation Driving you into the funnel with recommended and relevant content
  12. 12. B2B Marketing Interactive Presentation Attribution Marketing Automation Platforms: Dedicated Attribution Software:
  13. 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. 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. 15. Question: What are your biggest attribution challenges? How do you overcome them in your organisation? B2B Marketing Interactive Presentation
  16. 16. Using digital content marketing techniques to bolster leads and enhance conversion Ash Chandler B2B Marketing Interactive Presentation
  17. 17. B2B Marketing Interactive Presentation Content shock!
  18. 18. 10x content B2B Marketing Interactive Presentation
  19. 19. B2B Marketing Interactive Presentation • 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. 20. B2B Marketing Interactive Presentation 10x content example (video on next slide)
  21. 21. B2B Marketing Interactive Presentation The key to outstanding content – deep buyer insight
  22. 22. B2B Marketing Interactive Presentation The key to outstanding content – lifecycle marketing
  23. 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. 24. The role of social media in your B2B marketing strategy to support the sales funnel Kirsty Dawe B2B Marketing Interactive Presentation
  25. 25. B2B Marketing Interactive Presentation Social is essential to the sales funnel Brand Lead generation Influencer marketing
  26. 26. B2B Marketing Interactive Presentation Your email database is decaying
  27. 27. B2B Marketing Interactive Presentation It’s going to get worse… 60%of Millenials say they are open to moving jobs 15%higher than the previous generation
  28. 28. B2B Marketing Interactive Presentation When people move their social profile remains
  29. 29. B2B Marketing Interactive Presentation 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. 30. B2B Marketing Interactive Presentation Is your social strategy aligned with sales?
  31. 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. 32. Thank you for your participation!
  • FAlessandroMBerga

    Feb. 14, 2018
  • DanielLowe9

    Sep. 28, 2017
  • rajpeddisetty

    May. 8, 2017
  • BowieMegazord

    Mar. 21, 2017

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

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