DirectionGroup Digital Marketing - Edge Presentation

© DirectionGroup 2015 | directiongroup.com
Get better at digital
marketing and avoid
“random acts of marketing”
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#DGedge @Direction_grp

B2B demand generation has almost completely
reinvented itself over the last decade
Inbound, content marketing, lead nurturing, automation,
analytics, email, search, social...it’s now an increasingly
data-driven science
So how do we now approach, plan and optimise
our digital marketing effort to avoid random acts
of marketing and poor ROI?
Let’s cut through
the buzz terms
and use digital for
what it’s good for.

Getting closer to the new
B2B buyer(s)

Marketing: from traditional to digital
“65% of B2B buyers already know
what they want to buy before they
get in touch with a sales rep.”
“Successful brands investing in digital,
especially digital content... Just to make
sure they’re offering the right educational
content for customers.”
“Marketing and in particular digital
marketing is going to have to take
much of the load in winning new
customers”
That means its only a minority of
buyers that sales can guide
through the buying process
That means our digital marketing
needs to be integrated – not
random and unplanned
That means we need content that
keeps customers with us or they’ll
find it from our competition
This is happening already and is only going to get worse.
IDC, 2015

▪ More research taking place
▪ More content consumed
▪ More time spent evaluating solutions
▪ Peer recommendations more important
▪ Social media engagement and one-to-
one dialogue
The B2B buyer is changing
The 2015 B2B Buyer’s Survey Report, DemandGen Report

The buyer journey
Changes over
time
Recognition of needs
Committing to a
Solution
Problem defined
Justifying the
Decision
On boarding
Changes over
time
Recognition of needs Problem defined
Exploring Possible
Solutions
Loosening of the
Status Quo
Committing to
Change
Defining the
problem
Early stage awareness Awareness and early need
identification
Ensure seamless customer
on-boarding –
minimise time to value
OURTASK
Influence how they
define their problem
and solution
Close the sale and
maximise the value of
the deal.
EDUCATION SOLUTION VENDOR SELECTION
Demonstrate we have the most
compelling proposition
Sees an
analyst blog
on trends
Downloads
vendor
solution guide
Attends
vendor
webinar
Visits a
supplier
website
Uses an ROI
calculator
Reviews some
competitive
analysis
Receives a
“welcome
pack”
Goes to
supplier
event
Downloads
analyst
whitepaper

Marketing as “wing-man”
We’re effectively starting a conversation for sales.
We use digital marketing techniques to find
the right people,
then nurture them through marketing
automation,
and integrate and collaborate with sales to
close sale and maximise value.

Creating a customer
centric digital strategy

KICK start your digital marketing
*DirectionGroup adaptation of the RACE framework (Dave Chaffey for Smart Insights)
Know
Interact
Convert
Keep
the audience, marketplace and our own strengths and weaknesses
with the right people, in a meaningful and engaging way
engagement into action and sales
customers and make them advocates and repeat purchasers
Using the KICK framework will help develop a coherent,
customer focused digital strategy. We consider it as a process flow:

KICK framework overview
KNOW
audience & marketplace
1. This stage is about
gathering and
analysing data
2. Use all existing data or
commission necessary
research to understand
your audience
3. Analyse your
marketplace to
understand market
position and challenges
INTERACT
reach out to generate
awareness & interaction
1. Choose the right tactics
to reach out and make
yourself worth
interacting with
2. Make sure your content
is relevant to the
conversation
3. Take the time to
optimise your digital
footprint
CONVERT
to lead or sale
1. Use optimisation,
automation and re-
marketing to convert
interest into leads
2. Use technology to scale
and personalise your
message and
experience you’re
providing
3. Consider incremental
trust building
KEEP
your customers, make
them advocates
1. Consider a long-term
plan to increase
customer satisfaction
and lifetime value
2. Keep customer
interested to build
loyalty and advocacy
3. Develop and test
tactics & programmes

Buyer personas
64% of
marketing
material is only
geared towards
one role
Technology Marketing Research, Kingpin
Buyer personas are aggregate representations of the
actual buyers influencing or making decisions
about your solutions and are based on real people,
insights, and experiences.
And yes, they’re necessary.
2015 Demand Gen Report Benchmark Study, DemandGen Report
27% 31%
Said their personas
were well documented
and aligned to their
messaging
Said they do not have
personas, but plan to
put them in place in
the coming year

How do you get close to customers?
Social listening Audience insight
research
Voice of
customer
research
Sales team
insights
Understanding your buyers at a deeper level is absolutely vital to creating quality
content that engages your buyers and raises your voice in the market.
Cost:
Value:
Richness:
Full insight:
Cost:
Value:
Richness:
Full insight:
Cost:
Value:
Richness:
Full insight:
Cost:
Value:
Richness:
Full insight:

Persona template

Digital marketing
depends on the right
content

Content marketing is the darling of the B2B
marketing world. Its coming out of our ears.
So keen to create more and more content to satisfy our
need to create more and more campaigns, we’re stuck in
a hamster wheel.
No more content for content’s sake
We need to STOP creating any old content, and start
creating the right content.
Our content needs to help, not hype.
We all jumped on the bandwagon, didn’t we?
There are
27,000,000 pieces
of content shared
every day
Hubspot, 2014

Challenges IT decision-makers face with content
Hesitant to
download
because I don’t
want the sales
follow-up
38%
Incomplete or
inconsistent
technical
information
31%
Lack of truly
independent,
unbiased
information
40%
Too much
marketing
hype/empty
buzzwords
41%
Information is
too general
31%
Customer engagement Study, IDG 2015
TOP TIPS:
▪ Keep it simple and unbiased – there’s a place for vendor owned “unbiased content”
▪ Don’t follow-up too soon, unnecessarily or without permission
▪ Be specific, consider adding a relevant vertical slant or message

17 | © DirectionGroup 2015 | directiongroup.com
Moving prospects along the journey with content
1
Analyst research
(IDC, Gartner,
Forrester)2
Feature articles
about
technologies3
Technology news
4
Product testing /
reviews / opinions1
Product
demo/product
literature
2
Analyst research
(IDC, Gartner,
Forrester)3
How-to content /
information4
Product demo /
product literature1
Product testing /
reviews / opinions2
Case studies3
4
Analyst research
(IDC, Gartner,
Forrester)
1
Product testing /
reviews / opinions2
Product demo /
product literature3
4
Product testing /
reviews / opinions1
Case studies &
ROI tools &
Product demos
2
Feature articles
about trends /
strategies
3
4
ROI calculator or
other assessment
tools
1
Product demo /
product literature2
Vendor
directories3
4
Feature articles
about trends /
strategies
Loosening
status quo
Committing
to change
Exploring
solutions
Committing
to a solution
Justifying
the decision
Making the
selection

But that’s a lot of content, right?
18 | © DirectionGroup 2015 | directiongroup.com
You don’t have to create new content
every single time
▪ Quality “hero content” should be atomized
▪ Repurpose content to deliver a new,
interesting, more helpful point of view
▪ Remember that different people prefer content
in different formats: audio, diagrams, videos,
text etc.
HERO
CONTENT
Blog
article
Podcast
eBook
Webinar
SlideShare
LinkedIn
Post
Infographic
Press
release

Content atomisation example: Nuance

Know what you’ve got and how it helps
If we’re to use content to help buyers through their
journey we need to have the right content
Before running off to create yet more content,
reviewing what you currently have is a good starting
point:
▪ Create an inventory of available content
▪ Map it to the buyer journey: at what stage would it
be most useful?
▪ Create a gap analysis to identify where you
REALLY need to create new content.
Before creating any new
content ask yourself:
▪ Who is this content for?
▪ How will it help them?
▪ What is the content trying
to get the buyer to do?

Content audit example: Business Centric Data Centre
Education Solution Vendor selection
Loosening the
status quo
Committing to
change
Defining the
problem
Exploring possible
solutions
Committing to a
solution
Justifying the
decision
On-boarding
A great deal of “solution stage” content – focusing
primarily on product and technical specifications.
▪ This content is useful once the prospect has
understood their challenges and explored the
marketplace for potential solutions.
▪ Here they become aware of the Fujitsu offerings, and
investigate specific capability.
Very little content to support the early “education
phase of the buyer journey
▪ Here the prospect is self educating about new ways
of solving business problems, leveraging new
technology or creating competitive advantage by
being innovative.
Very little content to support the “on boarding”
phase of the buyer journey
▪ This content is about maximising the benefit the
customer derives from buying a Fujitsu solution.
A
B
C
AB C

What’s the most effective
lead generation tactics?
Email rossh@diretiongroup.com for
more information

About DirectionGroup

DirectionGroup overview
DG is an integrated marketing communications agency
for both the business and consumer markets
We have been dedicated to the IT & Technology
marketing space for over 35 years.
We offer a marketing for tech as well as a tech for
marketing approach.
Average client retention rate of >8 years, client
Customer Satisfaction rate of 91% and NPS score 75%.
Top 40 UK B2B Marketing Agency
#6 in the Drum’s Independent Agencies ELITE agency
listing in the UK
Ranked # 7 in the 2015 Wirehive 100 Digital Agencies
League Table

Services geared to B2B marketing
6 principle service offerings:
1. Content Marketing
2. Lead Generation – Inbound/Outbound
3. MarTech and Marketing automation
4. Account based marketing
5. Sales enablement
6. Channel Marketing
Underpinned by core competencies:
▪ Planning
▪ Creative
▪ Digital
▪ Project Management
Delivering:
Tactical Execution: design, copywriting, digital production,
video, content creation, event planning and management,
print production etc...

Consult and advise on digital best practice
and plan, implement and test marketing
technology programmes, initiatives and tools:
▪ Marketing automation programmes
▪ Email marketing
▪ Digital display advertising
▪ Search (PPC and SEO)
▪ Data and analytics services
▪ Social media (paid, organic, influencer and
analytics
MarTech and Digital Production Teams
Marketing Technology Digital Production
Plan, technically scope and create digital
assets for use through integrated campaigns:
▪ HTML emails
▪ Campaign landing pages
▪ Corporate websites
▪ Web applications
▪ Native applications
▪ GIF and HTML display advertising

Inbound
▪ Paid Social Media
▪ Social listening
▪ Content amplification
▪ Speaking opportunities
▪ SEO / PPC
▪ Influencer engagement
Marketing Qualification
▪ Marketing automation
▪ Lead nurturing
▪ 3rd Party MQL buying
▪ Dynamic content
▪ Web / hub / community sites
Sales Qualification
▪ Sales enablement hubs
▪ In-person sales tools
▪ Sales content and tools
Multi-touch demand generation services and support
Outbound
▪ Email marketing
▪ Display advertising
▪ Direct Marketing
▪ Events
Telemarketing services
▪ Tele-lead nurturing
▪ Tele-qualification
▪ Tele-prospecting
▪ Account intelligence
After sales
▪ Post-sale community
▪ User groups
▪ Post sales content
SiriusDecisions Demand Waterfall
Won Business
INBOUND OUTBOUND
Tele Prospecting
Qualified Leads
(TQL)
Tele Prospecting
Generated Leads
(TGL)
Sales (& Partner)
Accepted Leads
(SAL)
Sales Generated
Leads (SGL)
Tele Prospecting Accepted Leads (TAL)
Automation Qualified Leads (AQL)
Sales Qualified Leads (SQL)

Thank You
www.directiongroup.com
info@directiongroup.com
Share the love:
#DGedge @Direction_grp

DirectionGroup Digital Marketing - Edge Presentation

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