B2B buyers are increasingly influenced by social, mobile, and other digital channels. This presentation shows why B2B companies should adopt digital strategies in order to nurture leads along the buyer path and enable dialogue for their sales teams.

1. MULTI-CHANNEL
MARKETING
BUILD YOUR CUSTOMER NETWORK
WITH ONE CUSTOMER EXPERIENCE
Web. Email. Social. Mobile.

2. “B2B buyers are
increasingly influenced
by social media, mobile
and online video in making
purchase decisions.”
INTERNATIONAL DATA GROUP, JANUARY 2013

3. Multi-Channel
Marketing creates
communication
challenges
for B2Bs
THE MULTI-CHANNEL COMMUNICATION CHALLENGE…
★

4. B2B CONTENT
MARKETING
USAGE
SOURCE: 2014 B2B Content Marketing Trends – North America: Content Marketing Institute/MarketingProfs

5. IT’S OVERWHELMING!
MULTI-CHANNEL CAN BE
A MULTI-CHALLENGE.

6. DEVELOPING B2B CONTENT
AND CONNECTIONS
IS A TEAM SPORT.

7. ONE PERSON,
ONE DEPARTMENT,
CAN’T DO IT ALL.
SILOS AREN’T SOCIAL.

8. INSIGHT
DEPENDS ON
GOOD NETWORK
CONNECTIONS.

9. THE BETTER
YOUR NETWORK
THE BETTER
YOUR INSIGHTS.

10. WHY?
BECAUSE YOUR
CUSTOMERS ARE
SOCIAL AND MOBILE.

11. SOCIAL BUSINESS IS NOT
JUST BROADCASTING.
IT’S ALSO
LISTENING,
LEARNING,
& SHARING…

12. SHARING
USEFUL
CONTENT
THAT BUILDS
YOUR NETWORK
CONNECTIONS.

13. USEFUL CONTENT NURTURES
LEADS ON ANY DEVICE…
SOURCE: Google/Ipsos/Sterling, 2012

14. AND ENABLES DIALOGUE
WITH SALES.

15. SO WHERE DO YOU START?
WHAT’S THE RIGHT
DIRECTION?
HOW DO YOU
MEASURE
PROGRESS?

16. FIRST KNOW WHERE
YOU ARE HEADED.
THEN MOVE
TOWARD A
DIGITAL
STRATEGY
IN 3 STEPS…
FASHIONISTAS*
* © CapGemini Digital Maturity Model
DIGERATI*
CONSERVATIVES*

17. 01.
BENCHMARK
YOUR COMPANY’S
MULTI-CHANNEL
COMMUNICATION
CAPABILITIES.
(See the last slide if you need help benchmarking your business.)

18. 02.
CHOOSE THE
RIGHT STRATEGY
TO BUILD
YOUR
NETWORK.

19. 03.
BUILD A
CONTENT
ECOSYSTEM
TAILORED
FOR YOUR
NETWORK.

20. B2B BUYERS
WANT:
MULTI-CHANNEL
ACCESS TO CONTENT,
ANYTIME,
ANYWHERE,
ON ANY DEVICE.

21. B2B COMPANIES
NEED TO PROVIDE:
TRANSPARENCY AND
USEFUL CONTENT
TO HELP NURTURE
LEADS ALONG
THE BUYER PATH.

22. THANK YOU!
If your company needs help benchmarking its
multi-channel communications, you can
take our free Multi-Channel Marketing Survey.
We’ll also provide a free 1-hour consultation
to review the multiple benchmarks of your
results to help measure and guide your
future success.
STERLINGKLOR.COM | INTEGRATED MARKETING FOR B2B | 1 855 845 3333
GET STRATEGIC. GET CREATIVE. GET RESULTS.