Lecture 10 - B2B Marketing & Digital Customer Relationship Management.pptx
1. Lecture # 10
(CRM – Digital Way Forward)
Prepared By: Moazzam Kamran
2. What is B2B Marketing
As the name suggests, business-to-business marketing refers
to the marketing of products or services to other businesses
and organizations. It holds several key distinctions from B2C
marketing, which is oriented toward consumers. In the modern
environment, B2B marketers often sell to buying committees
with various key stakeholders.
This makes for a complex and sometimes challenging
landscape, but as data sources become more robust and
accurate, the ability to map out committees and reach buyers
with relevant, personalized information is greatly improving.
3. Where To Begin From?
The biggest determinant of effective marketing,
however, is your audience.
If you’re not properly targeting your buyer
persona, your promotions and advertisements
will likely fall on deaf ears. You might as well not
be marketing at all.
Always remember the strategy that you adopt is
as good as your knowledge and research on
your target audience.
4. FOR B2B MARKETING FOR B2C MARKETING
Customers are focused on ROI, efficiency,
Customers are seeking deals and
entertainment (which means marketing
needs to be more fun).
Customers are driven by logic and
Customers are driven by emotion.
Customers want to be educated (which is
where B2B content marketing comes in).
Customers appreciate education but
don’t always need it to make a purchase
Customers like (if not prefer) to work
with account managers and salespeople.
Customers like to make purchases
People Involved in Purchase
Customers often have to confer with
decision makers and other members of
their chain of command before making a
Customers rarely need to confer with
others before making a purchase
Customers make purchases for long-term
solutions, resulting in a longer sales cycle,
longer contracts, and longer relationships
Customers aren’t necessarily looking for
long-term solutions or long-term
Difference Between B2B & B2C
7. Step One: Develop an Overarching Vision
Fail to plan, plan to fail – this truism remains eternally accurate.
Before any decisions are made, you’ll want to select specific and measurable business objectives,
then lay out the framework for how your B2B marketing strategy will achieve them. Answering these
seven B2B content strategy questions is a good place to start.
Question #1: Which Conversation Will We Own?
Question #2: How Will We Own the Conversation?
Question #3: Where Will We Engage Our Audience?
Question #4: How Will Sales & Marketing Work
Together to Achieve Goals?
Question #5: Who Will Do the Work?
Question #6: How Will We Maximize Our Content?
Question #7: How Will We Measure Success?
8. Step Two: Define Your Market and Buyer Persona
This is an especially vital step for B2B organizations. Whereas B2C goods often have a wider and
more general audience, B2B products and services are usually marketed to a distinct set of
customers with particular challenges and needs. The more narrowly you can define this audience,
the better you’ll be able to speak to them directly with relevant messaging.
Create a dossier for your ideal buyer persona, by researching demographics, interviewing people in
the industry, and analyzing your best customers, to compile a set of attributes you can match
against prospects to qualify leads.
10. B2B Customer Profiling
1. What’s the size of the organization? (Measured in
revenue, number of customers, number of employees,
2. What’s the size of the relevant department?
3. Do certain certain job titles exist in the organization?
4. Which industry or niche are they serving?
5. From which academic institutions did they recruit their
6. Which companies have current employees previously
7. Do they largely promote people from within the
organization, or do they mostly bring in experienced
leadership from outside?
8. How long have they already been in business?
9. What’s the number one reason that would prevent them
from buying your solution?
10. What kind of tools or services are they using?
11. Where are they located? (Geographic region? Rural vs.
12. Any recent personnel changes? Restructuring? Other
recent events in the company?
13. Seasonal or temporal factors? (e.g. Spending remaining
budgets before end of year? Selling remnant advertising
before going to print? Having to meet goals before end
of quarter? Low demand during summer?)
14. How have they been affected by changes in the
economy or other developments outside their sphere of
15. What kinds of social media platforms do they use?
16. What kind of usage patterns do they show?
17. What’s their culture like, what values do they practice?
18. How do they position themselves in the market?
11. B2B Customer Profiling
19.What’s the number one reason that would make them
decide to buy your solution?
20.What goal do they want to achieve with your solution?
21.How are they currently trying to achieve this goal?
22.Why did they decide to try this approach? (What was the
decision making process that led to this choice?)
23.What’s the main pain point with their current approach?
24.What are the three most important features for them?
25.What’s their buying process like?
26.Did they ever make a purchasing decision to fulfill the need?
If yes, how often did they already do this?
27.Which industry publications, blogs or websites are they
28. What words do they use to describe their product or
29. In which directories do they get listed?
30. Which associations or trade groups are they members
31. Are they more driven by a desire to be innovative or to
32. Which trade shows or industry events do they attend?
33. How technically sophisticated are they?
34. Where do they source their materials?
35. What distribution channels do they use?
36. What’s their awareness stage? Do they already know
your product and just aren’t motivated enough to buy?
Do they know the end-result they want but not that your
solution is capable of delivering it? Do they know that
they have a problem, but have no idea how to solve it?
12. Step Three: Identify B2B Marketing Tactics and Channels
Once you’ve established solid intel around your target audience, you’ll need to determine how and
where you intend to reach them. The knowledge you’ve attained through the previous step should
help guide this one. You’ll want to answer questions like these about your ideal customers and
Where do they spend their time online?
What questions are they asking search engines?
Which social media networks do they prefer?
How can you fill opportunity gaps that your
competitors are leaving open?
What industry events do they attend?
13. Step Four: Create Assets and Run Campaigns
With a plan in place, it’s time to put it
into motion. Follow best practices for
each channel you incorporate into
your strategy. Critical ingredients in
effective campaigns - a message your
team wants to spread that’s typically
tied to a desired action - include a
creative approach, useful insights,
sophisticated targeting, and strong
calls to action.
14. Step Five: Measure and Improve
Let your audience dictate your path. Consult metrics to pinpoint the channels, topics, and media
that resonate most, then double-down.
Meanwhile, cut or alter anything that isn’t
This is the ongoing process that keeps you moving in the right direction. In the simplest terms, you
want to figure out why your high performing content performs and why your low performing
content doesn’t so that you can make smarter decisions concerning your money and time.
15. Additional Step: To Digitize B2B Marketing
Create your website
Optimize your digital presence via SEO
Run PPC campaigns
16. Digital B2B Marketing
HERE ARE A FEW OF THE MOST COMMON B2B MARKETING TYPES AND CHANNELS:
A mainstay for almost any content team. Regularly
updated blogs provide organic visibility and drive
inbound traffic to your site. Your blog can house any
number of different content formats: written copy,
infographics, videos, case studies, and more
Search: SEO best practices change as often as Google’s
algorithm (a lot), but any B2B marketing strategy needs
to account for it. Lately the focus has been shifting
away from keywords and metadata, and more toward
searcher intent signals.
Social Media: Both organic and paid should be in the
mix. Social networks allow you to reach and engage
prospects where they’re active.
Whitepapers/eBooks: Standalone assets containing
valuable information, these downloadable documents
can either be gated (meaning a user must provide
contact information or perform another action to
access) or ungated. Often used as a B2B lead
Email: While its effectiveness is waning somewhat in the
age of spam filters and inbox shock, email won’t
disappear anytime soon. Use Mailchimp
Videos: This content type can be applied in several of
the previous categories mentioned here (blogs, social
media, emails) but is worth singling out because it is
growing so important to B2B strategies.
17. B2B Best Practices
Keep Context in Mind
Thought Leadership Makes an Impact
How can you set yourself up for B2B marketing success? Here are a few proven
pillars that will help your team stand out and make an impact.
Focus on Targeting
21. Marketing In the E-Commerce Landscape
There’s a large number of different ecommerce marketing strategies out there, and in this silde,
we’re going to take a look at 14 of the most essential strategies you can use to set yourself
apart and get more sales.
1. Optimize Your Site for Search
2. Include Reviews on Product Pages
3. Use Content Marketing
4. Guest Post
5. Market on Social Media
6. Put Influencers to Work for You
7. Start Email Marketing
8. Create a Shoppable Instagram
9. Google AdWords
10. Facebook & Instagram Ads
13. Develop an App
14. Target Virtual Reality
11. Promoted Pins
24. World in Motion is a gorgeous, interactive hub of information. Viewers can sort the content in this
resource by geography, topic, or format. If you want to see slideshows about infrastructure or read
articles about the latest tech happenings in China, GE has you covered.
Not only is the presentation of this beautiful, but GE has also shown how leveraging high-quality
partnerships can create something astonishing.