Examen Conceptos Básicos Google Adwords. Respuestas Google Adwords 2013
B2B Digital Success · “AdWords didn’t really work ... •A natural fit for B2B •Mobile-heavy...
Transcript of B2B Digital Success · “AdWords didn’t really work ... •A natural fit for B2B •Mobile-heavy...
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B2B Digital
Success
The Challenges…
“AdWords didn’t really work”
”Our product is not online”
“Our sales process is relational”
“We just need leads”
“We just get rubbish from online leads…”
The Reasons…
• Often, the focus is only on getting a lead
• Channel relevance is not appropriately considered
• What happens once a lead is in the door? Routinely, it is “manual” – rarely systematic
• And…
The Prospect’s Journey is not widely understood
To find our way,
Start at the end and work backwards
Define Conversion
Conversion : End Goal
What is the actual goal?
Contract?
Purchase?
Subscription?
Permission to Market?
Conversion : Additional Considerations
Is your conversion -
One and done?
A series of micro-conversions?
In-Person/Attendance?
The answers to these questions
will define what type of funnel
(read customer journey)
you want to create.
Being Intentional About That FunnelMarketing Automation | Brief Definitions
Automation : The Promise
A mechanism to ANTICIPATE what the prospect’s needs are, such that you can proactively communicate how your brand overcomes the challenges/problems the
prospect is trying to solve.
Automation : Definition
Marketing Automation is a combination of
BUSINESS PROCESSES and
SOFTWARE SOLUTIONS
designed serve SHARED interests between the
prospect and business to create a
BUSINESS CAPABILITY.
Automation : Tooling
Marketing Automation, as a technical tool, is
DUMB and DUTIFUL.
Without process, specifically YOUR process,
automation will not win.
Knowing your goals matters!
Being Intentional About That FunnelMarketing Automation | Connecting
Automation : Content
Automation requires content. Really. • Video
• Landing Pages
• Emails
• Downloadable assets
• Events
Automation : Email Sequences
Automation : Landing Pages
Automation : Prospect Scoring
Automation : Striking the balance
Frequency
vs.
Velocity
Automation : Frequency
The time BETWEEN and
HOW OFTEN
communications are going
to the SAME prospect.
Automation : Velocity
How AGGRESSIVE you are being
in asking for the next step.
The Acquisition ChannelsEngage
• Rarely works well in B2B
• Requires a LOT of data “Feed the Beast”
• The algorithms end up working against you
• It is a search engine!
• After cats, unicorns, and epic fails, “how-to” is the purpose.
• If your offering solves a “how-to”, advertise and make content for it.
• A natural fit for B2B
• Mobile-heavy usage
• Lead forms are powerful/easy
• Put value first – develops trust
• Role-based targeting keeps it efficient
• Cost per lead is high, but quality is strong
• Image is everything!
• Highest value is around look a like audience capabilities.
• “Works at” and Role-Based targeting can be good, but is not as certain as LinkedIn
• Ideal for repurposing content – not leading edge, but not outdated
• A business-centric search engine frequented by business professionals for:
‒ Seeking very specific knowledge‒ Building cases for budget, internal approval‒ Summarizing events that were missed
(conferences)
• Does not require management
*Edison Research
67% …of podcast listeners
do not mind ads compared to 6% on TV
Source: MediaKix
65%…of podcast listeners
recall ads one day after
having listenedSource: MediaKix
60%…of podcast listeners
frequent social media
multiple times per daySource: MediaKix
10% …higher average annual
individual incomeSource: MediaKix
Additional Considerations
SEO = Voice Search
Data Collection Strategy
The role of ML & AI for your brand
One Last Thought
Channel Combinations
*IAB Report
Thank You & Questions
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