Post on 15-Dec-2014
description
“Made to Measure: Tailoring Digital for B2B”
LuJean Smith & Steven PepeNovember 7, 2013
FWD:B2B Conference 2013
LuJean SmithSteven Pepe
Made to Measure:Tailoring Digital for B2B
GE Power & WaterWater & Process Technologies
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Who are we?
LuJean SmithGlobal Communications Leaderlinkedin.com/in/lujeansmith
Steven PepeDigital Marketing Leaderlinkedin.com/in/stevenpepe
8,000 employees globally 50,000 customers in 130
countries
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Who owns Digital?
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This is B2B
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Not all B2B is the same
This is B2B
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Not all B2B is the same
This is B2B
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Business vs. Customer – Who wins?
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“Do they know about you?"
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“Do they know about you?"
Digital Tactics Metrics Technologies
Blogs, webcasts Unique Visitors/Mo.
Unbranded search % traffic from search
Native advertising Pageviews + Shares
Social (curating) Followers + Engagement
Market research % unaided recall
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“How do you stack up?”
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“How do you stack up?”
Digital Tactics Metrics Technologies
Demo videos, webinars
% leads to opptys
Buyer’s guides Downloads/mo.
Win/Loss analysis “is it price?”
Ratings + reviews # recommendations
Lead management Avg. response time
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“Do they understand your value?”
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“Do they understand your value?”
Digital Tactics Metrics Technologies
ROI/TCO calculators # ‘known’ fillouts
Online case studies Downloads, shares
e-Commerce $ Rev, % cart dropouts
Post-sale apps Usage, screen flow
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Content that is relevant and relatable
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Mix of platform + content
Social @ GE Water
News, live events Articles, tech q’s
Not now…Categorized video
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Hosted Event
Industrial Internet• Live broadcast
webinar• Social media promo
earned 237 registrants – almost 50% of total
• Infographics shared via Twitter & LinkedIn
• 1,100 YouTube views to date
Awareness
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Event Sponsorship
WEFTEC ‘13 Mobile App• 83 signups, 500+ video
views
• 66% open rate (3x benchmark)
• Best week on YouTube in ‘13(3,100 min watched)
Consideration
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• Simpler lead forms in Marketo
• Lead admin to pre-qualify prospects, get more details
• Upload/assign in SFDC, minimize data entry for reps
• Measure website traffic $ closed won
• 54 new opportunities• 100% response rate, < 24
hrs
Lead Management
Consideration & Justification
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Made to Measure:Tailoring Digital for B2B
Questions?