4. 4 4@DaveChaffey
About Dave Chaffey
Specialist Digital Marketing consultant, trainer and author since ‘97.
Co-founder and Editor of SmartInsights.com - a marketing advice
community with > 1 million page views per month. Expert members in
over 80 countries use our planning guides, templates and online
courses to Plan, Manage and Optimise their digital marketing.
10. 10 10@DaveChaffey
‘Mindset marketing’ based on personal
context of business situation
On LinkedIn, members who have recently been promoted
follow 102% more companies than the average active user,
and are 54% more likely to check their inMail – the most direct
route for brands to make an approach.
They are also 45% more likely to stay up to date on industry
discussions and twice as likely to share content than the
average active member, making them an excellent set of
potential brand advocates.
11. 11 11@DaveChaffey
B2B example – is this just
keyphrase research?
1 “What is CRM?”
2 “How is Enterprise CRM Software Different than
Medium and Small Business Software?”
3 “CRM Data Integration and What That Means for
an Enterprise”
Source: Crispin Sheridan is the Senior Director, Global Search at SAP writing on ClickZ.
Based on a If you are in charge of marketing for a sophisticated CRM software that fits what John needs, you
missed an opportunity during that micro-moment if your competition created the content that John found.
27. 27 27@DaveChaffey
How can digital media and tech
help with ABM?
According to IDC, the
average B2B deal today
involves more than eight
decision makers, a
43 percent increase from
three years ago.
Our own research at LinkedIn
shows that anywhere
from 3.1 to 4.6 additional
departments—such
as information technology or
finance or human
resources—influence a B2B
buying decision.
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What is Account-based marketing?
Does your business practice it?
ITSMA defines ABM as “more than a sales or marketing approach; it is a
collaborative strategy that engages sales, marketing, subject matter experts and
delivery professionals, as well as key executives in the chosen client account to
determine where and how to best meet the client’s unique business
challenges. With deep insight into the client’s business and key goals, this
collaborative team creates a well-orchestrated marketing and sales campaign
for a single account.”
SiriusDecisions defines ABM as “the strategic approach marketers use to support a
defined universe of accounts, including strategic accounts and named
accounts.”
LinkedIn Account-based marketing guide
29. 29 29@DaveChaffey
Activity – practical opportunities
for ABM?
REACH
Grow awareness
ACT
Interact to
Convert to
Lead
CONVERT
Nurturing to
Convert to Sale
ENGAGE
Customer comms for
advocacy and repeat
purchase
1. Integrated
Communications
for awareness
Offline (Print, Direct mail) TRADITIONAL
Paid (Display, AdWords) Display, AdWords
Owned (Social) Social
Earned (PR, SEO)
PR, SEO
2. Decision
content
Desktop/mobile site
Persona
content
Mobile app App option
Brochure Interactive
3. Follow-up
remarketing
communications
Phone call Automated call / chat
Email Automated email
SMS Automated SMS
Display retargeting
Automated
retargeting
4. Sales channel
Desktop/mobile site/app Site personalization ONLINE BOOKING
In-store TRADITIONAL TRADITIONAL
TRADITIONAL TRADITIONALPhone
30. 30 30@DaveChaffey
Some specific digital ABM techniques
Reach
“Lookalike targeting” (Google Customer Match, Facebook Custom and
Lookalike Audiences, LinkedIn Company/Account Targeting )
Act:
Content structured around Personas for lead-gen
Lookalike targeting inc LinkedIn Company/Account Targeting
Convert
Email nurture to encourage content sharing to DMU – ideally
customised by sales or offering webinars for accounts
Content recommendation personalisation – by business?
Remarketing and Lookalike targeting inc LinkedIn Company Targeting
Engage
Lookalike targeting
Remarketing and Lookalike targeting inc LinkedIn Company Targeting
38. 38 38@DaveChaffey
B2B AI – From rules-based lead
scoring to predictive lead scoring
Doesn’t require lead scoring rules based on interactions
Automatically identifies propensity to convert and value
Based on a training data set of historic interaction and sales
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On the Rise trends
according to Gartner
General-Purpose
Machine Intelligence
Ad Blocking
Customer Data Platforms
Real-Time Personification
Programmatic TV
Advertising
Cross-Device
Identification
Virtual Personal
Assistants
Programmatic Direct
Advertising
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Best practices to watch for in 2017
AI and chatbots e.g. Messenger and Google Allo
Updates to 200 X Google organic signals in mobile
Paid media options to boost awareness and
conversion through segmented re-marketing
Predictive analytics
Smart Insights Digital Media options cheatsheet
44. 44 44@DaveChaffey
AdWords innovations to trial
and optimise in 2017
Expanded text ads for Mobile
Mobile Bid adjustments
Cross-device attribution
Account-level sitelinks
Plus established nurturing techniques RLSA, Customer Match
45. 45 45@DaveChaffey
What works for our SEO…
1. Categorised
Keyword research –
gap analysis
2. Google Search
Console integration
for reporting
3. Content to help
our personas – 4X
day – linking to our
product
4. Updated evergreen
organically shareable
content – be lucky!
5. Internal linking
6.Long-term
“Strategic
partnerships” – not
influencer outreach
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5. Integrate insight-driven marketing
plans and processes
Define opportunity:
Analytics review
Capability audit - Identify
improvements
Model lead targets
TOWs summary
Create strategy
Review ALL touchpoints to generate ideas
Map content to lifecycle communications
Create comprehensive communications model
Prioritise actions
Define recommendations
Identify quick wins
Longer-term improvements
90 day planning
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Success = People, Process, KPIs and Tools
Free Download:
2015 / 2016 State of B2B Marketing Automation
52. 52 52@DaveChaffey
Let’s Connect – Questions & discussion welcome!
https://www.linkedin.com/in/davechaffey
Free, Basic member tools
Managing Digital Marketing 2016 report
Sample planning templates
Essential digital tools infographic
Planning ‘mindtool’ infographics
www.smartinsights.com/membership
Premium, Expert member learning
15 Toolkits covering all digital marketing
techniques: Plan, Manage, Optimise
B2B Marketing Toolkit
DIY Planning and optimisation templates in
Word, Excel and Powerpoint
www.smartinsights.com/membership/expert-member-reasons
Notes de l'éditeur
Image source: https://www.pexels.com/photo/surfing-surfer-wave-sea-7862/
https://www.pexels.com/photo/person-surfing-during-daytime-52697/
Based on common mistakes I see and opportunities for more sophisticated. Showing examples of good practice.
Relate to different roles of attendees and to introduce
Example – qualifications, Member Skills, Member groups.
Also apply on Facebook too.
Example – target based on Skills and Endorsement. Also Groups they are members of. Age.
Potentially on job move – not a standard criteria for ads yet AFAIK – used a tailored Sponsored InMail campaign
The head of AdWords, Jerry Dischler, said "the idea of a linear customer journey is long gone" and that micro-moments have taken its place. This concept is easy to understand in a direct-to-consumer business, but many B2B marketers are having a hard time understanding how this applies to them.
John is a sales director for a manufacturing company. His company utilizes a CRM tool that isn't fulfilling his need to understand the demands of his customers and accurately predict their needs. John's journey began with trying to better understand the current CRM software and determine if there were advanced features that would fulfill his need.
During this process, John spent his available time researching their software and because he is so busy, most of that time was when he was commuting to work on the train. During John's research, he stumbled across information about a different CRM product, and how it differs from his current software and provides the sophistication he needs.
If you are in charge of marketing for a sophisticated CRM software that fits what John needs, you missed an opportunity during that micro-moment if your competition created the content that John found. Did John head down a journey that culminated in determining that your competition fulfilled his need and convinced his C-Levels to make the switch? Maybe not. But by not having content on your website that matched the intent of John's search query, your company missed an opportunity to enter into his customer journey. These types of micro-moments are what B2B marketers need to anticipate in order to attract customers at higher levels of the customer journey.
Browse or category search – dynamic content
Source of Content Personalization spectrum: http://www.engagio.com/account-based-marketing/
CoE relevant to Marketing Automation – new – integrating Sales and Marketing guide