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Daiana damacus - How B2B Marketers Can Be Brave to Succeed Internationally

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A look into how B2B marketers can take that extra step to be successful in their international campaigns. The slides cover research, KPIs, social media, PPC, targeting, branding and customer service. As presented at Brighton SEO 2019.

Publié dans : Marketing
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Daiana damacus - How B2B Marketers Can Be Brave to Succeed Internationally

  1. 1. Why B2B Marketers must be brave to succeed internationally Daiana Damacus // Webcertain SLIDESHARE.NET/DAIANADAMACUS in/daianadamacus/
  2. 2. How can you be brave in… …research …branding …targeting …customer focus
  3. 3. Research Being brave is simply doing it.
  4. 4. Define your market
  5. 5. Define your market Geographically
  6. 6. Define your market Geographically Digitally
  7. 7. Define your market Geographically Digitally Identify your buyer personas
  8. 8. Define your market Geographically Digitally Identify your buyer personas The resources and content
  9. 9. “Research is what I'm doing when I don’t know what I’m doing.” Wernher von Braun
  10. 10. “Research is what I'm doing when I don’t know what I’m doing.” Wernher von Braun you should do you you’re
  11. 11. Setting expectations Being brave is telling your boss their expectations are unrealistic.
  12. 12. “Marketers who set goals are 376% more likely to report success than those who don’t. And 70% of those successful, goal-setting marketers achieve them.” - Nathan Ellering
  13. 13. Align Your Goals with the B2B Marketing Funnel and The Customer Journey
  14. 14. Awareness Interest Consideration Intent Evaluation Purchase Search for information Client examines specific product and reviews Client shares the research on products and brands with other stakeholders and decision makers Product Demo/Site Visits Client gets a contact proposal - negotiation Transaction is complete. The aftercare process starts – opportunity of continued relationship
  15. 15. Approach every international campaign with the same passion and dedication as you do at home.
  16. 16. Branding Being brave is changing your branding, but also investing in it without getting immediate leads.
  17. 17. What do you think of first when promoting your brand? Logo, naming system and brand style guidelinesProducts/Services Team Company values
  18. 18. Brands are made of all of the above, so only promoting one of them is not enough.
  19. 19. Promoting your style guidelines helps you become instantly recognisable
  20. 20. Make sure your images all have the correct logos, colour schemes and fonts.
  21. 21. Make sure your images all have the correct logos, colour schemes and fonts. Choose an angle for your imagery, and stick to it.
  22. 22. Make sure your images all have the correct logos, colour schemes and fonts. Choose an angle for your imagery, and stick to it. Make sure this branding is consistent across different markets.
  23. 23. Make sure your images all have the correct logos, colour schemes and fonts. Choose an angle for your imagery, and stick to it. Make sure this branding is consistent across different markets. Don’t overlap
  24. 24. Promoting your products tells the world what you do
  25. 25. Focus on the benefits they will bring to your customers.
  26. 26. Focus on the benefits they will bring to your customers. Instead of ‘this is…,’ use the ‘this can do…’ approach.
  27. 27. Focus on the benefits they will bring to your customers. Instead of ‘this is…,’ use the ‘this can do…’ approach. Don’t expect potential customers to research you.
  28. 28. Promoting your team members shows the face behind the brand
  29. 29. Social media is a great tool to promote and interact with your team members.
  30. 30. Social media is a great tool to promote and interact with your team members. Your customers will trust you more if they see you have a good relationship with your employees.
  31. 31. Social media is a great tool to promote and interact with your team members. Your customers will trust you more if they see you have a good relationship with your employees. Your employees will appreciate being promoted by their company on social media.
  32. 32. Promoting your company value is a combination of all the things mentioned previously
  33. 33. Targeting Being brave is not being self-centred with your targeting.
  34. 34. How do you set up the targeting of your online campaigns? Broad Very specific
  35. 35. Your targeting should be broad when it comes to PPC and narrow when it comes to social media.
  36. 36. PPC Targeting
  37. 37. One of the first mistakes: PPC campaigns targeting specific keywords.
  38. 38. One of the first mistakes: PPC campaigns targeting specific keywords. If your brand is not worldwide famous, people won’t search for your name or your products’ name.
  39. 39. One of the first mistakes: PPC campaigns targeting specific keywords. If your brand is not worldwide famous, people won’t search for your name or your products’ name. Target broad keywords in order to get your products in relevant results.
  40. 40. Social Media Targeting
  41. 41. Works very differently from PPC targeting.
  42. 42. Works very differently from PPC targeting. You are creating audiences and targeting your customer personas.
  43. 43. Works very differently from PPC targeting. You are creating audiences and targeting your customer personas. You need details such as job titles, industry, company size, interests, etc.
  44. 44. Works very differently from PPC targeting. You are creating audiences and targeting your customer personas. You need details such as job titles, industry, company size, interests, etc. Aim for an average of 60,000 people.
  45. 45. Customer focus Being brave is promoting the message your customers want to hear, not the message you want to tell.
  46. 46. In this very competitive environment, marketing efforts have to be diversified connecting the great product with the right buyer
  47. 47. Understanding your buyer profile
  48. 48. Never assume you know your ideal customer
  49. 49. Create a detail fictional persona
  50. 50. Create a detail fictional persona Research what are their motivation and how to solve their problem
  51. 51. Create a detail fictional persona Research what are their motivation and how to solve their problem Where do they interact online?
  52. 52. Feature vs Benefits
  53. 53. VS Storage for 1GB of MP3s 1,000 songs in your pocket
  54. 54. “The first step in exceeding your customer’s expectations is to know those expectations.” Roy H. Williams
  55. 55. Thank you

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