The document provides an overview of online marketing for B2B companies, including key components, case studies on success and failure, and metrics to track. It discusses the main components of an online marketing plan such as website, blog, SEO, social media, email marketing and analytics. It then presents two case studies on successful online marketing strategies: Salesforce's use of a content-rich microsite that increased traffic by 80% and new leads by 10,000; and Breakingpoint Systems' blog and social media engagement that increased website visits by 155%. The document concludes with warnings about potential online marketing pitfalls and recommendations to measure metrics like conversion rates, cost per conversion, bounce rates and reach/amplification.

1. ONLINE
MARKETING FOR
B2B COMPANIES
WITH SELECTED CASE STUDIES ON SUCCESS AND FAILURE
- ADITYA SANYAL
Aditya Sanyal

2. FLOW
Objective
Online marketing components
Success stories
What not to do
Metrics to track

3. WHAT SHOULD THE TAKE-AWAY BE?
LET’S CONSIDER
OUR OBJECTIVES

4. AT THE END OF THIS
PRESENTATION…
… you should be able to
Understand what online marketing is all about
Know the benchmarks to aim for
Know the metrics to measure success of your online
marketing plan

5. GET TO KNOW VARIOUS ASPECTS OF ONLINE
MARKETING
LET’S GET THE
BASICS RIGHT

6. COMPONENTS OF
ONLINE MARKETING
Website
Analytics Blog
Online
Marketing
SMM /
SEO
SEM
Email
Mktg

7. COMPONENTS OF
ONLINE MARKETING Website
Analytics Blog
• Call to action Online
Marketing
Website
• Responsive design SMM /
SEO
design SEM
• Incorporate relevant keywords Email
Mktg

8. COMPONENTS OF
ONLINE MARKETING Website
Analytics Blog
• Call to action Online
Marketing
Website
• Responsive design SMM /
SEO
design SEM
• Incorporate relevant keywords Email
Mktg

9. COMPONENTS OF
ONLINE MARKETING Website
Analytics Blog
• Call to action Online
Marketing
Website
• Responsive design SMM /
SEO
design SEM
• Incorporate relevant keywords Email
Mktg

10. COMPONENTS OF
ONLINE MARKETING Website
Analytics Blog
• Call to action Online
Marketing
Website
• Responsive design SMM /
SEO
design SEM
• Incorporate relevant keywords Email
Mktg

11. COMPONENTS OF
ONLINE MARKETING Website
Analytics Blog
• Easy to subscribe Online
Marketing
Blog • Easy to share SMM /
SEM
SEO
• Easy to interact via comments Email
Mktg

12. COMPONENTS OF
ONLINE MARKETING Website
Analytics Blog
• Easy to subscribe Online
Marketing
Blog • Easy to share SMM /
SEM
SEO
• Easy to interact via comments Email
Mktg

13. COMPONENTS OF
ONLINE MARKETING Website
Analytics Blog
• Easy to subscribe Online
Marketing
Blog • Easy to share SMM /
SEM
SEO
• Easy to interact via comments Email
Mktg

14. COMPONENTS OF
ONLINE MARKETING Website
Analytics Blog
• Easy to subscribe Online
Marketing
Blog • Easy to share SMM /
SEM
SEO
• Easy to interact via comments Email
Mktg

15. COMPONENTS OF
ONLINE MARKETING Website
Analytics Blog
• Optimize each page Online
Marketing
SEO • Research keywords SMM /
SEM
SEO
• Use in social media Email
Mktg

16. COMPONENTS OF
ONLINE MARKETING Website
Analytics Blog
• Optimize each page Online
Marketing
SEO • Research keywords SMM /
SEM
SEO
• Use in social media Email
Mktg

17. COMPONENTS OF
ONLINE MARKETING Website
Analytics Blog
• Optimize each page Online
Marketing
SEO • Research keywords SMM /
SEM
SEO
• Use in social media Email
Mktg

18. COMPONENTS OF
ONLINE MARKETING Website
Analytics Blog
• Optimize each page Online
Marketing
SEO • Research keywords SMM /
SEM
SEO
• Use in social media Email
Mktg

19. COMPONENTS OF
ONLINE MARKETING Website
Analytics Blog
• Email template Online
Marketing
Email
• Drip campaigns SMM /
SEO
Marketing SEM
• Newsletters Email
Mktg

20. COMPONENTS OF
ONLINE MARKETING Website
Analytics Blog
• Email template Online
Marketing
Email
• Drip campaigns SMM /
SEO
Marketing SEM
• Newsletters Email
Mktg

21. COMPONENTS OF
ONLINE MARKETING Website
Analytics Blog
• Email template Online
Marketing
Email
• Drip campaigns SMM /
SEO
Marketing SEM
• Newsletters Email
Mktg

22. COMPONENTS OF
ONLINE MARKETING Website
Analytics Blog
• Email template Online
Marketing
Email
• Drip campaigns SMM /
SEO
Marketing SEM
• Newsletters Email
Mktg

23. COMPONENTS OF
ONLINE MARKETING Website
Analytics Blog
• Create a community Online
Marketing
SMM • Regular updates SMM /
SEM
SEO
• Viral nature Email
Mktg

24. COMPONENTS OF
ONLINE MARKETING Website
Analytics Blog
• Create a community Online
Marketing
SMM • Regular updates SMM /
SEM
SEO
• Viral nature Email
Mktg

25. COMPONENTS OF
ONLINE MARKETING Website
Analytics Blog
• Create a community Online
Marketing
SMM • Regular updates SMM /
SEM
SEO
• Viral nature Email
Mktg

26. COMPONENTS OF
ONLINE MARKETING Website
Analytics Blog
• Create a community Online
Marketing
SMM • Regular updates SMM /
SEM
SEO
• Go Viral Email
Mktg

27. COMPONENTS OF
ONLINE MARKETING Website
Analytics Blog
• Research keywords Online
Marketing
SEM • Creative copy SMM /
SEM
SEO
• Landing pages Email
Mktg

28. COMPONENTS OF
ONLINE MARKETING Website
Analytics Blog
• Research keywords Online
Marketing
SEM • Creative copy SMM /
SEM
SEO
• Landing pages Email
Mktg

29. COMPONENTS OF
ONLINE MARKETING Website
Analytics Blog
• Research keywords Online
Marketing
SEM • Creative copy SMM /
SEM
SEO
• Landing pages Email
Mktg

30. COMPONENTS OF
ONLINE MARKETING Website
Analytics Blog
• Research keywords Online
Marketing
SEM • Creative copy SMM /
SEM
SEO
• Landing pages Email
Mktg

31. COMPONENTS OF
ONLINE MARKETING Website
Analytics Blog
• Measure results
Online
Marketing
Analytics • Website, blog, SEO, Email SMM /
SEM
SEO
marketing, SMM, SEM Email
Mktg

32. COMPONENTS OF
ONLINE MARKETING Website
Analytics Blog
• Measure results across
Online
Marketing
Analytics website, blog, SEO, Email SMM /
SEM
SEO
marketing, SMM, SEM Email
Mktg

33. IN AN ENTERPRISE B2B CONTEXT
SUCCESS
STORY #1

34. SALESFORCE.COM
Fast Facts
• Enterprise cloud
computing company
started in 1999 by ex-
Oracle exec Marc Benioff

35. SALESFORCE.COM
Fast Facts
• Best known for its on
demand CRM solutions

36. SALESFORCE.COM
Fast Facts
• Pioneer in developing
enterprise platforms
through
• AppExchange directory of on-
demand applications

37. SALESFORCE.COM
Fast Facts
• Pioneer in developing
enterprise platforms
through
• AppExchange directory of on-
demand applications
• Force.com “Platform as a
Service” (PaaS) API for
extending Salesforce

38. SALESFORCE.COM
Business Challenge
―Grow traffic and leads in
the UK‖

39. SALESFORCE.COM
Research findings
B2B purchase journey
• Search: 78% of Internet
users conduct product
research online (Pew
Internet & American Life
Project, May 2010)

40. SALESFORCE.COM
Research findings
B2B purchase journey
• Social: 24% of adults
have posted comments or
reviews online about the
things they buy (Pew
Internet & American Life
Project, Sep 2010)

41. SALESFORCE.COM
Research findings
B2B purchase journey
• Buyer controlled: People
can now choose where
and when to engage with
your brand, plus what
content they would like to
consume

42. SALESFORCE.COM
―Get found‖
• Leverage expertise in
content and hit the sweet
spot in the B2B purchase
journey

43. SALESFORCE.COM
Solution
―Content Rich Microsite‖

44. SALESFORCE.COM
Solution
―Content Rich Microsite‖
Who would this site be for?
• Personas were identified
and segmented

45. SALESFORCE.COM
Solution
―Content Rich Microsite‖
Set the content theme
• ―The Social-Powered
Business‖ – via social
research

46. SALESFORCE.COM
Solution
―Content Rich Microsite‖
Topics
• Sales, customer service,
collaboration and
marketing

47. SALESFORCE.COM
Solution
―Content Rich Microsite‖
How would content be
generated?
• Used collaboration tool
Chatter to collaborate –
56 people team

48. SALESFORCE.COM
Solution
―Content Rich Microsite‖
Measuring success
• Identified metrics to
measure the outcome of
this strategy

49. SALESFORCE.COM
Solution
―Content Rich Microsite‖
Launched in 12 weeks with
32 pieces of content

54. SALESFORCE.COM
CREATED CURATED COLLABORATIVE LEGACY
How?
Content
Product messaging
Promoting Point to the best online
resource on that topic
Outbound marketing
Thought leaders
Identify a topic

55. SALESFORCE.COM
CREATED CURATED COLLABORATIVE LEGACY
How?
Content
Product messaging
Promoting
Outbound marketing
Thought leaders
Identify, reach out to thought leaders
around identified topics

56. SALESFORCE.COM
CREATED CURATED COLLABORATIVE LEGACY
How?
Content
Product messaging
Promoting
Outbound marketing
Thought leaders
Repurpose legacy content

57. SALESFORCE.COM
10%
How?
Content Non Product
Product messaging Product
Promoting
Outbound marketing
Thought leaders 90%
Product references were used where they
made sense, but only on a limited basis

58. SALESFORCE.COM
How?
Content
Product messaging
Promoting
Outbound marketing
Thought leaders
Promoting the microsite via various channels

59. SALESFORCE.COM
How?
Content
Product messaging
Promoting
Outbound marketing
Thought leaders
Sponsored tweets

60. SALESFORCE.COM
How?
Content
Product messaging
Promoting
Outbound marketing
Thought leaders
LinkedIn banner ads /
Google display network

61. SALESFORCE.COM
How?
Content
Product messaging
Promoting
Outbound marketing
Thought leaders

62. SALESFORCE.COM
Results
80% more website
traffic

63. SALESFORCE.COM
Results
Social Referral Traffic
up by 2500%

64. SALESFORCE.COM
Results
6500 new signups

65. SALESFORCE.COM
Results
10,000 new leads

66. IN A STARTUP B2B CONTEXT
SUCCESS
STORY #2

67. BREAKINGPOINT
SYSTEMS
Fast Facts
• IT security systems
founded in 2005 (acquired
in 2012)
• Measured the resiliency—
performance, security
and stability—of network
and data center
infrastructures

68. BREAKINGPOINT
SYSTEMS
Challenges
• Limited budget
• Target audience of
security and QA
professionals hated
typical marketing tactics
• Had to get qualified
website visits as part of
demand generation
strategy

69. BREAKINGPOINT
SYSTEMS
Solution
Blog
• Review online sources for
topics of interest

70. BREAKINGPOINT
SYSTEMS
Solution
Blog
• Comment on third party
blog posts that were
identified and provide a
link to their own blog

71. BREAKINGPOINT
SYSTEMS
Solution
Blog
• Publish posts that were
aligned to industry
interests, which went viral

72. BREAKINGPOINT
SYSTEMS
Solution
Twitter
• Participate in relevant
conversations
• Retweeted relevant
industry news

73. BREAKINGPOINT
SYSTEMS
Solution
Created LinkedIn Groups
• Open industry group
• Discussions did not cover
their company or product
• Team acted as hosts, kept
members engaged

74. BREAKINGPOINT
SYSTEMS
Solution
PR Strategy
• Began to target
bloggers, shifted PR
release time to noon to
accommodate West Coast
bloggers
• Publish PR to social
media

75. BREAKINGPOINT
SYSTEMS
Solution
Promote Social Media
• Links to blog, Twitter,
LinkedIn in email
signature
• Website contained
updates from Twitter

76. BREAKINGPOINT
SYSTEMS
Results
• 155% increase in web
visits
• Website traffic is major
contributor to leads
• SEO – generating ―non
brand‖ search clicks

77. THINGS TO WATCH OUT FOR
RED
FLAGS

78. REMEMBER…
Don’t go for Black Hat SEO

79. REMEMBER…
Monitor your PPC campaigns

80. REMEMBER…
Bad customer experiences can go viral

81. REMEMBER…
Watch what you say in social media

82. REMEMBER…
… to pay attention!

83. REMEMBER…
Don’t spam 

84. A FEW THINGS TO BE MEASURED
ONLINE
MARKETING
METRICS

85. METRIC 1
Conversion rate, goal
completion
Set up Google Analytics to
track conversions
Analyse conversion sources

86. METRIC 2
Cost per conversion
Google analytics allows you
to drill down to each
click, by source

87. METRIC 3
Bounce rate
Blog posts will have higher
bounce rates
Pages should have lower
bounce rates
Identify pages that need
improvement in content

88. METRIC 4
Reach / Amplification
This is the number of
potential people who may
see your content

89. THAT’S ALL, FOLKS!
THANKS FOR YOUR
TIME!