IDM B2B Council member Kirsty Dawe made an appearance at #ShoreTelAMKS8 to tell all about B2B marketing with success. Take a look at the slides from her presentation above!

1. How to create a B2B campaign with
Really Purple Title –
only mention Shortel
metrics success
on this slide
- Kirsty Dawe, Director ReallyB2B

3. What’s new in B2B?

4. THE B2B BUYING PROCESS HAS CHANGED

5. Large customer head with ZMOT written in the middle - basic
Not same head as
‘Pains’ slide (Front on
head siluett)

6. 90% of the sales funnel is now controlled by marketing
Big funnel with 90% of it being taken up by the word marketing

7. SOCIAL BECOMING
MEASURABLE

8. The RIGHT
content is
still king

9. Helping is replacing selling
HELPING IS
REPLACING SELLING

10. What are the key steps in
developing effective B2B
campaigns?

12. BUILD A PICTURE OF THE DMU

13. TALKING TO PEOPLE NOT
BUSINESSES

14. TRULY UNDERSTAND THEIR
PAINS, CHALLENGES AND NEEDS

15. CREATE CONTENT THAT RESONATES
AND BUILDS TRUST

16. UNDERSTANDING
WHICH CHANNELS
WORK BEST

17. BE CLEAR ABOUT
WHAT YOU WANT
THE PROSPECT TO
DO NEXT

18. Continuously
Nurture

19. THE OPTIMUM BLEND
OF PUSH AND PULL

20. TEST MEASURE IMPROVE

21. CLOSED
LOOP
REPORTING

22. What is possible
in terms of ROI?

24. SALES AND
MARKETING
NEED TO BE
ALIGNED
• Sales and marketing words hugging each other?

25. MARKETING NEEDS TO PROVIDE
SALES READY LEADS

27. 54%/28%
ATTRIBUTION IS KEY

28. What to measure
• CPE, CPL, CPA, CPS
• Conversion at each stage %
• Return per lead/appointment
• Initial sales value and lifetime value
• Look at by channel, industry and sales person

29. Example of successful B2B
campaigns with real ROI

30. Miele Professional
• Commercial arm of Miele and leading manufacturer of professional laundry,
dishwashing and sterilising equipment
• Looking for a new way to connect with and nurture customer base to run
alongside current advertising, PR and outbound telemarketing

31. Objectives
• Increase volume of sales ready leads
• Increase engagement with the Miele professional brand

32. Personas

33. Content with a cause

34. ROI

35. Tips for success
• Never make assumptions about what’s important to prospects – build your
personas
• Talk to EVERYONE in the DMU with a message that resonates with them
• If you can’t sell HELP
• Combine inbound with outbound
• Only give the leads to sales once they are ready
• Always build in closed loop feedback

36. Learn more about successful B2B
Really Purple Title –
only mention Shortel
marketing at:
on this slide
www.reallyb2b.com/b2b-resources