Presentation from the B2B Conference in London on 23rd october 2014. Focused on digital marketing and the shift towards inbound vs outbound marketing

1. A Clear-Cut & Effective B2B Digital Strategy:
Throw Your Digital Energy In The Right Direction
Sarah Goodall (@sarahgoodall)
October 2014

2. Today…
An Example Of
A Unified Digital
Campaign
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3. A Little About My Professional Background…
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4. A Little About SAP….
HR SALES,
SERVICE,
MARKETING
FINANCE PROCUREMENT
Mobile Cloud Premise
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5. Digital Technology Is Changing The Way We Buy
Those Habits Are Transferring To B2B Purchases
We naturally seek…
Research – Recommendations – Reviews
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6. The B2B Buyer Journey Has Changed
60% - 90% Of The Journey Is Complete Before Vendor Considered
60%
Through decision
making process
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7. The Digital Landscape In B2B
Source: The 2014 B2B Buyer Behaviour Study
40%
…Said they waited
longer than a year to
initiate contact with
a vendor
68%
…Agreed that the
number of sources
used to research
and evaluate
purchases has
increased
64%
…Said the winning
vendor’s content had
a significant impact
on their buying
decision
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8. The Classic Funnel Has Changed
From Linear Progression…
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9. The Classic Funnel Has Changed
…To A Complex Digital Journey
B2B buyer engage with 11.4 pieces of content before making a
purchase and will find 3 pieces of content about a vendor for
every 1 piece that marketing can publish or sales can deliver
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 9

10. Funnel Of Engagements
Moving Via The Digital Funnel
(TOP)
(MIDDLE)
(BOTTOM)
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11. Marketing Has To Change
Inbound Vs Outbound – Pull Vs Push – Digital Vs Traditional
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12. Unified Digital Strategy
Paid – Owned – Earned: Integrated Mix With Content At The Core
Paid Media Owned Media
Advertising €
Earned Media
• Paid Search
• PPC
• Banner Ads
• Sponsorships
• Contextual
Source: Daniel Goodall (Nokia)
• Employees
• Customers
• Partners
• Influencers
• Website – optimised
for mobile
• Blog
• Branded social
channels
• Direct Email
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13. Overlaying Campaigns To The Digital Strategy
Quarterly Process Driven By Social Listening
Social
Listening
Paid Media Owned Media
Content
2
3
Earned Media Social
Listening
Amplify Out
Social
Listening
Amplify Out
Amplify Out
1
4 Measure
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14. Employees As Brand Advocates
The Rising Importance Of This Channel
2x
An employee
advocate is 2 x
more trusted than a
CEO.
10x
Employees have
10 x more social
connections than a
brand does.
8x
Content shared by
employees receives 8
x the engagement of
content shared by
brand channels
Source: Social Chorus
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15. Employee Social Enablement & Amplification
Get Social @SAP
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16. Digital Approach:
Basic Campaign Structure
LISTEN CONTENT AMPLIFY MEASURE
No
Relevant
CTA Offer
Identified Create
Landing
Page
Social
Listening
3x Blog
Posts
Measure
Digitally Ready
Content?
Yes
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 16

17. Summary
Consider
employees as
an amplification
channel
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 17

18. Thank you
Twitter: @sarahgoodall
Blog: www.sarahgoodall.com
LinkedIn: www.linkedin.com/in/sarahgoodall
© 2014 SAP AG or an SAP affiliate company. All rights reserved.