How to Scale B2B Business Through Marketing
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This presentation was done as part of Netsavvies E-Marketing Summit. Here I share tips on how B2B brands can leverage marketing to scale their business
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How to Scale B2B Business Through Marketing
- 2. What aam janta says about b2b marketing
- 3. agenda Understanding B2B Marketing B2B Vs B2C B2B Marketing funnel The ABC Approach to Scale B2B Marketing Account Based Marketing Buyer Centric Marketing Content Marketing Q&A
- 4. Malhar Barai Head of Marketing - APAC & India, Tech Mahindra Previously led Digital Marketing, Tech Mahindra Founder & Co-host of India's first & longest running Twitter Chat #SEOTalk Launched India's first live-streaming show with Dr. Falguni Vasavada Oza #Blab2Learn/#FnMShow
- 7. B2B Marketing Your target audience is brands & not individuals The buyer is different from initiator to the influencer to the actual user Can be marketing a product or service Needs a larger understanding of the target industry and their needs (challenges)
- 8. B2B Marketing The art is converting over long term with focus on nurturing the lead Leverages multiple marketing strategies Mix of offline and online marketing campaigns are used for effective conversion Consult, don't sell - is the mantra for success
- 10. B2B vs B2C Marketing Targeted to brands & enterprises Involves multiple stakeholder Long term over multiple hops Less number of sales Large ticket size Focuses on engaging with prospect over period of time and converting to sale Eg. Supply Chain Solution for iPhone B2B MARKETING Targeted to individuals Short Term Volume of sales Frequency of sales Small ticket size Focus on converting to sales immediately Eg. Marketing an iPhone B2C MARKETING
- 12. Awareness Interest Consideration Intent Conversion Loyalty What is Marketing Funnel?? TOFU } MOFU } BOFU }
- 13. How about doing this exercise together? Funnel vs Marketing Campaigns
- 14. 1. AWARENESS 2. INTEREST 4. INTENT 5. CONVERSION SEO for Website Paid & Organic Social Media Word of Mouth Dark Social Email Marketing Infographics Videos Events Webinars Surveys Demos F2F Meetings Funnel vs Marketing Campaigns 3. CONSIDERATION 6. LOYALTY Industry Reports Whitepapers Case Studies Advisory Board Focused Group Activities
- 16. The ABC of Scaling through Marketing
- 18. What is Account Based Marketing Via SmartInsights
- 19. What is Account Based Marketing Hunting vs Farming Cost of customer acquisition is very high compared to customer retention Focus on continuous engagement & personalisation Build relationship with decision-makers & influencers
- 20. How To Do Account Based Marketing Step 1 - Identify Target Accounts Step 2 - Decision-makers & Influencers Step 3 - Define Your Objectives Awareness, Branding, Comms Demand Gen Intimacy/Loyalty Step 4 - Measure Conversions
- 21. Newsletter Blog, Joint Articles Joint PR Account Based Marketing - Awareness
- 22. Webinars Roadshow at Customer Location Hackathon, Solution Workshops Account Based Marketing - Demand Gen
- 23. Account Based Marketing - Intimacy/Loyalty Sponsoring at events Participation in Networking Events Customer CSR Activity Virtual Clubs, bring exclusivity
- 25. B2B Buyer Journey ~20 points where marketing can play a significant role Are you mapped to this journey??
- 26. 1. FOCUS ON YOUR CUSTOMERS 2. WHERE ARE YOUR CUSTOMERS 4. ALIGN MARKETING TO CRITICAL NEEDS 5. NURTURE YOUR CUSTOMERS Build your marketing strategy around your customers. What do they want? Where are they hanging out? Where are they looking for information and engaging Through creating quality content, you build customer trust. Proliferate where they are seeking help Define steps of engagement at each stage. How will you nurture them? B2B Marketing - Powering Lead Generation 6. MAKE MARTECH YOUR FRIEND Automate processes that are repeatable. Leverage technology for better conversion 3. HEAR THEM, WHAT ARE THEY TALKING Storytelling is one of the most powerful marketing tools but hear what they want you to speak
- 28. Create Content Marketing Rockstars
- 29. Create Content Marketing Rockstars Content Marketing is at the heart for any successful B2B Marketing Campaign More often - it is not about delivering long form content but delivering content for LONG time Quality & Quantity - Both are important Used at multiple stages of the marketing funnel
- 30. Content Marketing - Horses For Courses Not all content is created equal, tailor them to your need Growth Hack Content Creation, repurpose your content Leverage Dark Social
- 31. No one has complained there is too much content... But post intelligently!
- 33. 4 Generations under one roof SHRINK THE GAP Provide Solution vs Provide Products
- 34. Finally, should B2B brands be on platforms like Instagram, TikTok? People not platforms are important Always ask - is my target audience active on that platform? It's not always business, your business is about people Tech Mahindra is active on both the platforms
- 35. What about platforms like Instagram, TikTok? Your strategies differ for platforms Create people or employee engagement stories Use them to scout talent Gen-next is active on those platforms, engage with them too
- 36. thank you. let's connect. Blog: http://malharbarai.com Twitter: @MalharBarai Linkedin: https://www.linkedin.com/in/malharbarai/ Other links: linktr.ee/malharbarai