B2B digital marketing best practices @ christ university

1. B2B Digital Marketing
Best Practices
@ Christ University & OME Community Meet Up

2. Is
B2B
Digital Marketing
Different or Difficult?
@ Chirst University & OME Community
Meetup

3. Why B2B Digital Marketing Different?
• Longer Sales Cycle
• Too many touch points
• To many involved in sales cycle
• Lack of alignment between sales and marketing
• Limited Budgets
@ Chirst University & OME Community
Meetup

4. Typical Questions of B2B Marketer
• How to do B2B digital Marketing?
• What Channels to focus?
• Who are my target customers?
• Are we doing the right activity?
• What activities to focus on all activities?
• What works where and how ?
@ Chirst University & OME Community
Meetup

5. Goals & Objectives
Write down 3 Goals & Objectives from
marketing perspective?
@ Chirst University & OME Community
Meetup

6. Marketing Objectives & Goals
 Objectives
o Increase Website Traffic
o Generate more leads
o Generate more conversion
 Goals
o Create Brand Awareness
o Generate Revenue
@ Chirst University & OME Community
Meetup

7. B2B Buying Persona
 Users
o Accounts, IT, Sales, Marketing
 Decision Makers
o CEO’s, VP’s, Director’s, Cost Center Heads, Manager
 Influences
o Evaluators, Technicians, developers,
 Stakeholders
o Investors, Key positions, Sr. Management
@ Chirst University & OME Community
Meetup

8. What Channels/Activities to Focus?
 SEO
 Social Media
 E Mail Marketing
 Blogging
 Google Ad Words
 Videos
@ Chirst University & OME Community
Meetup

9. B2B – Search Engine Optimization
General Practice
• Keywords
• Meta tags, Description, Link Building,
• URL restricting
• Many More
Best Practices / Take Away
• Keywords targeting various audiences
• Revisit Keywords every 3 months
@ Chirst University & OME Community
Meetup

10. B2B – Social Media
General Practice
• Presence in all Social Media sites, Facebook, Twitter, LinkedIn, Google +
• Keywords & Optimization
• Content sharing, Ad’s, Promotion
Best Practices / Take Away
• Facebook & Twitter for Awareness & Brand Building
• LinkedIn for Lead Generation and promotions
@ Chirst University & OME Community
Meetup

11. B2B – Email Marketing
• Email marketing used for product promotions, press releases & others
• Clear Headlines
• Targeted content
• Call to Actions
Best Practices / Take Away
• Best time to send emails (US & Canada Markets)
– Between 1:00 PM to 2:00PM
• Best day to send emails
– Wednesday’s
@ Chirst University & OME Community
Meetup

12. B2B – Blogging
• Corporate Blog’s not personnel Blogs
• Who should write blogs
• Involve Content writers,
• Employees,
• Product teams,& Marketing
• CEO’s and other
• Write technical and business content
• Call to Actions
Best Practices / Take Away
• Allow Partners & Customer to write blogs
• Respond and engage to comments
@ Chirst University & OME Community
Meetup

13. B2B – Google Ad’s & Videos
• Does Google Ad’s (PPC) work?
• Videos not for Lead Generation
• Videos for Awareness creation
@ Chirst University & OME Community
Meetup

14. B2B – Latest Digital Marketing Channels
 Webinars
 Media Pitching
 Market Places
 Customer Testimonials
 Press Releases
 News letters
 Case Studies & Whitepapers
@ Chirst University & OME Community
Meetup

15. B2B – Webinars
• For Lead Generation & Awareness
• Higher Conversion Rate and lower cost
• Small Sales Cycle
Best Practice / Take Away
• Integrated Marketing Approach
• Conduct on Weekdays & Weekends
@ Chirst University & OME Community
Meetup

16. B2B – Media Pitching
• For Brand Awareness
• Analysts, Journalists, Bloggers
• Write ups about products, services, analysis and more
• Projecting as thought leaders in the field
@ Chirst University & OME Community
Meetup

17. B2B – Market Places & Testimonials
• Product/Service/Apps Listing
• Create Awareness
• Lead Generation
• Customer Testimonials
@ Chirst University & OME Community
Meetup

18. B2B – Press Releases, Newsletters,
Case Studies & Whitepapers
• Create Awareness and Buzz in market
• Catering to the needs of prospectus and customers
• Customer Success Story as Case Studies
• Whitepaper to project as thought leader
@ Chirst University & OME Community
Meetup

19. Case Study
Objective : Making Webinar Viral
Strategy : 360 degree Digital Marketing
@ Chirst University & OME Community
Meetup

20. Strategy & Implementation
• Content with rich keywords for target audience
• 4 – 6 weeks time frame
• Integrated with
– Email Campaigns ( 3 Max)
– Social Media ( all, but major focus LinkedIn)
– Website company
– Third party webinar/events website (Webinar listings & others)
– Engagement with registrants and prospects
– Blogs, Marketplaces & Partner community
@ Chirst University & OME Community
Meetup

21. Results
• 125 Registrations
• 90 Attendees
• 25 Conversions
• $40000 Revenue
@ Chirst University & OME Community
Meetup

22. B2B Digital Marketing – Tip of the Day
In Digital Marketing never stop testing
@ Chirst University & OME Community
Meetup

23. Questions & Answers
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24. Questions & Answers
Thank You
Contact details
manjunatha.g@hotmail.com
Mobile – 9880864919
Facebook: https://www.facebook.com/manjunatha.g
Twitter: manjunathag
LinkedIn: http://in.linkedin.com/in/manjunathag
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