B2B Digital Marketing presentation at Riga Business School

B u s i n e s s G r o w t h D e l i v e r e d
R o l a n d s O z o l i ņ š
I B D - C o n s u l t i n g
1 1 . 1 0 . 2 0 1 7 .
r o l a n d s @ i b d - c o n s u l t i n g . c o m
www.linkedin.com/in/rolandsozolins
Digital marketing

What I am going to talk about
Digital marketing from perspective of:
▪ B2B
▪ International markets
▪ Differentiated product
▪ Sales pipeline focus
12/10/2017 International Business Development Consulting 2

▪ Your newsletter is #1 marketing asset
you have
▪ Will introduce #2 sales engine and
why it matters more than you think
▪ Will tell you have to zero down on as
little as single buyer
▪ Will explain how to make your CEO
and sales people happy
A few things I am
going to tell you

About me
▪ FT MBA Copenhagen Business School
(2004)
▪ Full scholarship awarded
▪ Over 9 years at Microsoft: sales and
regional business development
▪ Multiple company awards
▪ Former Business Development Director
at UAV Factory
▪ 300% YoY revenue growth in 2016
▪ Now Founder of IBD Consulting
▪ Strategy, business development, the Digital
▪ Fun fact: sold first consulting work to
Microsoft in 1999 at age of 19

Buyer-Driven Seller-Driven
Need Read
blogs
Attend
webinars
Buying
Decision
BuyTurn to
community
Ask for an
offer
66% to 90%
of a Buyer’s Journey
Today is Self-Directed
(Forrester, 2014)

What do we know about B2B buyers?
▪ 71% B2B start with generic web search,
56% visit vendor websites
▪ Buyers consume 3-5 pieces of content
before engaging with sales rep
▪ Trust in relationship is more important
that ROI and 3x more important than
price
▪ Digital marketing allows to build trust,
nurture and educate customers
▪ Marketing automation is multiple times
less expensive than 1:1 sales
Source: LinkedIn research: http://ej.uz/v7ba

So how do we do digital marketing in b2b market?
▪ Strategy
▪ Content
▪ Social
▪ Analytics
▪ Scoring
▪ Attribution rates
▪ SEO
▪ Evaluate and qualify
leads
▪ ROI

Integrated sales focussed b2b marketing engine
Score leadsEngage prospectsAttract visitorsStrategy
Competitive
landscape
analysis
Visibility on
search engines
Addressing
target
prospects
Marketing automation
Customer nurturing
and education:
• Algorithmic content
flows
• Customized content
• Detailed analytics
Lead scoring
Warm lead
hand-over
to sales
Content development, analysis and
optimization
Product
digital
strategy

Strategy

Strategy is foundation of any activity with purpose
Activities
Tactics
Strategy
▪ Competitive analysis
▪ Clear product strategy:
▪ Product
▪ Market
▪ Buyer
▪ Not covered today
▪ Developing marketing
personas
▪ Developing buying journeys

Competitive Digital
landscape analysis
▪ What does it take to capture sufficient
share of attention in digital domain?
▪ How much it is likely going to cost
knowing what competitors do?
▪ Does it make sense doing at all?
▪ Its quite common you compete against
engineers and old-school sales people
▪ Go get the low hanging fruit then!

Marketing persona
▪ Very realistic profile of a
typical buyer type
▪ Make sure you get input
from sales and other
customer facing people
▪ Create as many as
relevant
▪ Your communication
efforts will have to talk
personally to that
person!
10/12/2017 12
Image source: http://ej.uz/2j5d

Planning customer
journey
Customer journey is
marketing concept
assuming customer
have different needs
at different stages of
buying journey.
Image source: Pinterest: http://ej.uz/g6si

Content of this slide has been intentionaly
removed

Combine buying journeys with marketing personas,
map content types, do reality check!
▪ Always sanity check every digital marketer, starting from
yourself.
▪ Can we re-use the content accross several personas?
▪ Can we re-purpose content?
▪ What conversion rate can we expect?
▪ Does it make sense financially?
▪ What do we start with?

Attracting visitors

3 ways to attract customers
01
PAID SEARCH ADS
▪ Must pay
▪ 0,15 – 15 Euros per Click
▪ Pay per click
▪ Pay and they will come!
▪ Always do sanity check!
02
ORGANIC SEARCH
▪ Searching is a great
indicator of intent
▪ Best audience: highest
engagement metrics
▪ SEO – optimizing websites
to be found and served
up to customers searching
▪ Often the highest ROI
activity
03
TARGETED ADVERTISING
▪ LinkedIn: the largest
business professional
network
▪ They say 80% b2b leads
coming from LinkedIn
▪ Nail down to individual
level
▪ FB, VK.COM, Twitter, etc

LinkedIn targeting criteria

Cost of customer acquisition is ultimate sanity check!
▪ Conversion rate: rate of customers completing expected
action:
▪ Sign-up
▪ Participate
▪ Download
▪ Pay
▪ Conversion rates vary dramatically.
▪ 2.5% is generally refered as normal.
▪ 10% is high. Below 1% visitor/purchase rate is normal in
B2B.
Visit costs 1 Euro
PPC
2,5% of visitors purchase
Customer acquisition
cost is 40 Euros
Can flying and visiting
customers 1:1 provide
better customer acquisition
cost?

Customer
engagement

Engaging customers (trading starts here!)
▪ Valuable content is exchanged for customer information
▪ More value = more customer details
▪ Brochure  e-mail
▪ Webinar  company e-mail, company name, industry, position, etc.
▪ Capturing customer details ir esential to make sense of your
marketing process and track customers
▪ Attention: new EU customer privacy regulation GDPR coming
in 2018!

Homepage is the
worst landing page
Image source: http://ej.uz/dycq

What if we could deliver relevant content to
customers at the right time and the right quality?

Algorithmic e-mail content flows
▪ Based on marketing persona and
stage of customer journey
▪ Detailed customer behaviour
tracking
▪ Microsegmentation and
customization of the content
▪ Customer education, nurturing
and building of trust
Source: http://ej.uz/2qjb

E-mail is the highest ROI marketing channel
12/10/2017 28
▪ Its the channel you own
▪ Recipients have made decision to
keep recieving e-mails
▪ Underlying analytics allow for
customization  high relevancy
▪ Your newsletter is the most
potent channel you have!
▪ Beware of spamming!
Image source: https://neilpatel.com/

Content marketing
▪ Must be viewed as a business process and
follow certain methodology to succeed
▪ Professional English content is a major
marketing cost driver
▪ Videos work best, followed by infograms, then
text
▪ Youtube is the second largest search engine!
▪ Video might be lower hanging fruit than
professional English texts
72% of marketers say relevant
content creation was the most
effective SEO tactic. (Ascend2,
2015)
B2B companies that blogged
11+ times per month had
almost 3X more traffic than
those blogging 0-1 times per
month. (HubSpot, 2015)
B2B marketers allocate 28% of
their total marketing budget to
content marketing. (Content
Marketing Institute, 2015)

Video beats almost anything!
▪ Relevancy and
authenticity more
important than
cinema level quality
▪ Youtube channel and
videos must be
optimized for search
and conversions
▪ Drives 157% increase
in organic traffic from
Search Engines
Source: http://ej.uz/x2p1

Lead Scoring

Example of lead scoring
▪ Send leads over
certain score to
sales
▪ Sales can focus on
working with warm
leads
▪ Sales productivity
and happiness
increases
▪ More business!
Points John Snow Sarah Bailen Rodrigo Samuel Jackson Donald Trump
Visited 5 pages 3 x x
3 times returned 3 x x
Downloaded brochure 5 x x x
Watched video 7 x x x x
Participated in webinar 10 x
Prominent customer 15 x x x
High decision making 10 x x
Met at trade show 5 x
Purchased before 5 x x
Score 45 25 28 15 32
Leads
BehaviourProfile

How to make it work?
▪ Marketing and sales must
work together
▪ There must be process and
SLA agreements in place
▪ Full executive support must
be in place
Image Source: https://stevepatrizi.com/

Make or buy decision
Make
+ Might become a core competitive
advantage in some markets
- There is a limited talent pool
- Need a very specific skillset
- Will have to manage mutliple third
party execution anyway
- Will take time to implement
Buy
+ Can get the whole engine (and
more) from a single supplier
+ Less cost
+ Less short term risk
+ What you get is what you pay for
- Dependance on third party

Some parting thoughts…
▪ Blog in Latvian language: http://ej.uz/rolandsozolins
▪ Export Sales Engine – more about the same
▪ Internet PR
▪ Use online learning opportunities
▪ Search online: digital marketing is content creation business
▪ Beware of charlatans and propaganda «research»!
▪ Make a shortcut: trust professionals!

B u s i n e s s G r o w t h D e l i v e r e d
rolands@ibd-consulting.com
Thank You!

B2B Digital Marketing presentation at Riga Business School

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B2B Digital Marketing presentation at Riga Business School