“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?