1

Fuelling Digital MarketingSuccess

11 practical techniques for B2B organisations

Dr Dave ChaffeySmartInsights.com

Downloadsmartinsights.com/tfma2014

2

3

What fuels success?

Removing your

profit leaks :

across all touchpoints

Read full article and download a free sample chapter from Watertight Marketing by Bryony Thomas

4

11 techniques to fuel sucess

PLAN #1 Digital-specific plan | #2 Personas | #3 OVP

REACH #4 Content focused SEO/CM | #5 Paid media targeting

ACT #6 Managed journeys | #7 Marketing Automation

CONVERT #8 CRO | #9 Mobile-optimised experiences

ENGAGE #10 Obsess about loyalty | #11. Social amplification

5

About Dave ChaffeyAbout Dave Chaffey

• Author of 5 bestselling marketing books now working on 6th editions

• Responsive for CXM at SmartInsights.com a marketing advice site with Expert members in over 50 countries

• Insights Director at agency ClickThrough Marketing

6

Start with a plan!

Key success factors Customer insight Marketplace review SMART objectives Persona creation Digital SWOT summary

7

#1 Create a digital-specific plan

8

Source: B2B Content Marketing 2014 US

9

#2 Multichannel Personas

Smart Insights Persona Toolkit

10

#3: Define Brand OVP

11

Using content to drive growth – B2B

12

The Content marketing / engagement challenge

Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.

13

Improving Reach

Key success factors Define success criteria Select appropriate mix Optimise most effective channels:

Search marketing Outreach Social media marketing

14

#4 Content-focused SEO/Content MarketingDefine the content sweet spot

AlfredJansen Communications

15

Use the Smart Insights Content Marketing Matrix for a Structured evaluation of relevant content

16

17

The problem with blogging…

18

More what we’re looking for!

19

Effectiveness (potential sales volume)

Inve

stm

ent (

reso

urce

nee

ded)

SEOLong Tail

AdWordsRemarketing

Facebook custom audiences

AdWordsGeneric

Social amplification

Media relatedPR

Influencer PR Integrated

contentcampaigns

Blog marketing

SponsoredTweets

Instagram

#5 Paid media targeting

FBX Retargeting

Facebook Promoted Posts

LinkedInPromoted Posts

Tip: Review Display Network andRemarketing options

AdWordsTail

AdWordsPLA

AdWordsMobile

(Enhanced campaigns)

SEOGeneric

Example: Review effectiveness for your sector

20

LinkedIn example

21

22

Tip: Use paid and naturalSite links to explain

and persuade

23

Increasing InterACTion

Key success factors Define key customer journeys for different platforms Use Analytics to improve effectiveness

Select content to engage audience Manage creation and promotion

of content

24

#6. Managed journeys

25

26

#7. Marketing Automation

Customers

Welcomeemail

BehaviouralCross sell

Regularmarketing

emails

Site segmented

Activityflagging

RFM

PredictiveLapsed /

Churn

By product

Site downapology

Birthday / XmasEmails

Repeatabandoner

FutureRelease

alert

Back instock alert

Lapsed

ActivityNon cross sell

Not returnedin 14 days

Not re-purchasedin 14 days

Processabandonment

X-sellprogramme

By product

NewsletterNot

transacted

By contentgroup visited

Contenttriggers

Entry level

5 - 8 triggers

Medium level

17 – 30 triggers

Upper level

20 – 50 triggers

Nirvana

50 – 500 triggers

Nursery program

Site Activity programFull marketing email program

Customer service emails

Source:

27

Open rate Clickthrough rate

Before 20.0 1.9%

After 18.9 – 27.4% 7.4% - 9.1%

Our welcome experience: 3rd welcome : 14d > 2d

28

Increasing Conversion

Key success factors Create a CRO / optimisation process Improve mobile platform conversion and integration

29

#8. CRO

30

B2B AB Test example

Source: 37 signals

31

People buy people

32

33

#9 Mobile persuasion

Recommendation: Review leads, sales from different device, resolution Advanced Segments

34

https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp

Mobile landing pages

35

Improving Engagement

Key success factors Understanding the satisfaction gap Effective sharing through social media marketing Effective and efficient email marketing

36

#10 Obsess about loyalty drivers

37

Practical Tip – use customer feedback tools

http://bit.ly/smartfeedback

38

#11 Social media amplification

39

Build in reasons to share + add

40

41

From T-Shaped to V-Shaped

42

Chat with us on Stand H24!

43

Let’s Connect! Questions & discussion welcome

SmartInsights.com

Blogwww.smartinsights.com/blog

Feedswww.feedburner.com/smartinsights

Email Newsletterwww.smartinsights.com

uk.linkedin.com/in/davechaffey

www.facebook.com/davechaffey

ww.twitter.com/DaveChaffey

https://plus.google.com/u/0/

106251350379622013691

Download deck: SmartInsights.com/tfma2014