Effective B2B for The Connected Marketer
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The Connected Marketer Institute Summit presentation for January 23, 2017 in San Francisco, CA by Dr. Mary Beth McCabe ,
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Effective B2B for The Connected Marketer
- 1. A Case Study for The Connected Marketer Institute January 23, 2017 Mary Beth McCabe and Richard Weaver San Francisco, CA Effective B2B for The Connected Marketer™
- 2. • What services and information do we offer and to who? • What is our value proposition to our customers? • How simply is our organization and its services presented on our website? • How do we serve customers on mobile devices? • How do we serve using social media? Ask ourselves…
- 3. • Understanding Targets • Enabling Connectivity • Simplifying • Serving B2B marketing challenges
- 4. • Education Marketing K-12 outcomes • Establish a positive school culture • Increase academic performance • Improve safety • Decrease problem behavior • Physically active classrooms/education • How do educators search the Internet? • Who has assessed the effectiveness of websites? • Who has looked at marketing of such services using the Internet? Case study
- 5. • Where do educators need help? • How do we search the Internet? Hsu & Walter, (2015) • Internet searches using search engines • Some people go directly to a content website • Others have their “go to” search engines • Those who search vary in how extensively they search • Who has assessed the effectiveness of websites? • Who has looked at marketing of such services using the Internet? Case study
- 6. • Where do educators need help? • How do educators search the Internet? • Who has assessed the effectiveness of websites? Aziz & Kamludin 2014 • Usability – effectiveness – degree user can complete goal • Efficiency – resources needed by user to complete goal • Accessibility – can everyone access what is necessary to complete goal • Learnability – how easily user can learn to interact with website • Satisfaction – how comfortable user is with interacting with website • Who has looked at marketing of such services using the Internet? Case study
- 7. • Where do educators need help? • How do educators search the Internet? • Who has assessed the effectiveness of websites • Who has look at marketing of such services using the Internet? • No one. Case study
- 8. • Searched for providers of identified outcomes, using Google on multiple devices and regions, using variations of key words associated with five categories identified by Quantum Learning, (DePorter, 2012) • Visited and documented content for each website • Identified social media linked to each website • Visited websites and social media platforms using multiple devices • Assessed the digital approach used by the identified organizations Research method
- 9. Which websites understand target? Create a more Increase Improve Decrease Establish a Organization Org. positive academic emotional behavior physically type school culture performance safety problems active classroom New York State Ed Dept Gov X X X X X Greater Good Science Ctr Ed X X X X X ASCA (American School Counselor Association) Org X X X X ASCD (Assoc Supervision & Curriculum Development) Org X X X X Counseling In Schools Org X X X X Edutopia Org X X X X FISH! Com X X X X NAESP (Nat Assoc of Elem School Principles) Org X X X X Success For All Foundation Org X X X X We Are Teachers Com X X X National Center on Safe Supportive Learning Environments Gov X X X
- 10. Websites: Berkeley, NY State, ACSD
- 11. • A scorecard assessed websites on 5 tasks. Aziz & Kamludin 2014 • Usability – effectiveness – degree user can complete goal • Efficiency – resources needed by user to complete goal • Accessibility – can everyone access what is necessary to complete goal • Learnability – how easily user can learn to interact with website • Satisfaction – how comfortable user is with interacting with website Connectivity on web
- 12. Websites Usability Efficiency Accessibility Learnability Satisfaction Total 0 5 10 15 20 Counselors in Schools New York Dept of Ed. Success for All Greater Good Safe support NAESP ASCA ASCD Edutopia FISH We Are Teachers Website Evaluations Usability Efficiency Accessibility Learnability Satisfaction Total
- 14. Mobile Usability Efficiency Accessibility Learnability Satisfaction Total 0 2 4 6 8 10 12 14 16 18 20 Greater Good NAESP New York Dept of Ed. ASCA Safe support Counselors in Schools Success for All FISH ASCD Edutopia We Are Teachers Mobile Evaluation Usability Efficiency Accessibility Learnability Satisfaction Total
- 15. Connectivity on Social Media Website Live Scheduled Social Media Chat Chat Links . NY State Ed Dept no no F, T Greater Good Science Ctr no no F, T, Y, L Assoc. Supervision& Curriculum Dev. no no F, T, P, I, L,Y Nat Assoc of Elem School Principals no Yes T, F, L, Fl, Y, Counseling in Schools no no F, T Edutopia no no F, T,I, P, Y FISH!~ no no F, T, Y , L Success for All Foundation no no F, T Am School Counselor Assoc. no no T, F, L We Are teachers no no F, T, P, Fl, Y, G Safe Supportive Learning no no T, F, L F - Facebook T - Twitter Y - YouTube L - LinkedIn P - Pinterest I - Instagram Fl - Flickr G - Google+
- 16. Social Media Interaction Weareteachers on Facebook Dec 31, 2016 Educational websites interaction on Facebook, Twitter and YouTube Edutopia on Facebook Dec 31, 2016
- 17. Social Media Usability Efficiency Accessibility Interaction Numbers Total 0 2 4 6 8 10 12 14 16 18 20 Counselors in Schools New York Dept of Ed. Safe support Success for All NAESP ASCA FISH Greater Good ASCD Edutopia We Are Teachers Social Media Evaluation Usability Efficiency Accessibility Interaction Numbers Total
- 18. Connected Conclusions 0 10 20 30 40 50 60 Counselors in Schools New York Dept of Ed. Success for All Safe support NAESP Greater Good ASCA FISH ASCD Edutopia We Are Teachers Consolidated Evaluation Website Social Media Mobile Overall
- 19. • 60 Weareteachers (.org) • 59 Edutopia (.org) • 59 ASCD (.org) • 54 Fish! (.com) Four things they did right! 1. Keywords that matched the content outcomes, 2. websites that provided relevance and expertise, 3. mobile web pages that connected users and 4. social media that interacted with audience. Results: Best Connected Marketer ™ Practices
- 20. • 1. Understand the target • 2. Enable your audience • 3. Simplify the process and message • 4. Serve your customer Apply case to The Connected Marketer™
- 21. • Create a scorecard or use ours to evaluate your effectiveness • Apply what other B2B marketers (case studies like this) are doing and adapt to your industry. • Ask what can you do to improve your digital marketing to make you more effectively connected? Next Steps
- 22. For more information, contact: Dr. Mary Beth McCabe mmccabe@nu.edu Dr. Richard Weaver rweaver@nu.edu Thank you for your time and attention
Editor's Notes
- B2b marketers have it harder than ever, due to the proliferation of content, data, connectivity (or lack of) and individual needs of businesses, now numbering in the hundreds of millions worldwide. How we differentiate, position, satisfy, scale and interact will determine our effectiveness. B2B is different than B2C in that there are often many more layers of decision makers, located in multiple geographic regions, over many time zones, and can be much more complex in transactions. Decision making takes longer. However, once a customer is engaged, there are three types of renewals, automatic, semi automatic and totally new. A b2b contract can change a company overnight in either direction, so relationships are critically important. The main four steps we will be talking about today arel Understanding Targets, Enabling, Simplifying and Serving.
- We looked at outcomes that users want, or would be searching for, including a positive school culture, increased academic performance, improved safety, decreased problem behavior, and physically active classrooms/education.
- Understand the target Customer behavior can be researched, analyzed, and even predicted. Knowing your audience is the start to your conversation. In our case, knowing what search terms they would be using, and how we want to be found is the starting point. Someone at Edutopia, we are teachers and FISH! Philosophy was thinking about the audience when they developed their key words. Think: keywords and outcomes. Make a list of them for your b2b organization. 2. Enable your audience Make sure that they can find you, reach out to you, and listen to your voice on the platforms that they use already. Remove barriers, roadblocks and middlemen whenever feasible. Empower them with tools that motivate and stimulate. 3. Simplify the process and message We need to be clear and precise in our communication. We need to follow the most direct path, and the easiest path to succeed in the process. In our example, The New York State Department of Education websites sometimes never loaded on mobile and even the web. Waiting was not an option, either. Keep the visuals clean to make the message simple. Edutopia and FISH! Philosophy did this well. 4. Serve your customer we are teachers, edutopia and fish!philosophy did a great service to the audience looking for the outcomes we selected. If someone wants these outcomes, one of these choices would rise to the top, because they truly were serving the needs.