just to introduce myself in a little
more
detail i'm fortunate to have been
involved in digital marketing
since the mid-90s believe it or not and
uh i've enjoyed
sharing best practices and my learnings
as i've worked with their clients as a
consultant
in in training workshops since then and
also in developing
books such as digital business and
e-commerce management
and the publishers they would just
update the books every three
years or so so what i wanted to do to
help marketers on a more active basis is
to develop a platform where
effectively smart insights could be a
virtual consultant
and not just my knowledge but knowledge
from specialist
uh experts so for example in the uh the
business to business
marketing area we're going to focus on
today uh we have
renee power who's developed some
resources in our b2b digital marketing
toolkit so we've we've worked to uh to
create those uh
those resources and i'll be taking you
through um
the you can see on the screen there one
of our most popular resources is a
planning workbook which is actually a
word
document that you can go through to very
quickly
uh develop your own strategy and i'll be
highlighting some of the uh the uh the
tools that are available within that we
we like mind tools to help you think
i discuss with colleagues and agencies
uh so we are going to have the questions
as we as we go through which will be
great but if you do have any
uh future uh questions i'm very happy to
uh
to link up on linkedin of course and uh
you can see that my expertise as well as
strategy i do like to uh
to to get to grips with the details that
matter in digital marketing so whether
it's seo
social media or email marketing or
analytics so we will
drill down into some of these uh more
practical topics
uh as well so i've taken a look at your
questions that you you asked when you
signed up for the webinar and that was
really interesting and useful actually
i've been able to tailor
the uh the the webinar and i think a lot
of people are still at a very early
stage in their digital marketing and how
they integrate that
into their traditional marketing so
we're going to start from this position
is
where should i start um and then there
was also a similar question is where can
if i've already got a plan
where where should i look to focus to
get the biggest
incremental uh benefits so we'll look at
that as
as well now this was a really
interesting one
smart insights we find there's a huge
hunger
um for people to to create digital
strategies um and it's a very good
question why should we
do that when we've already got a
marketing strategy and my view is that
you you very much should
integrate uh digital with
marketing but before you do that you
need to
run a digital transformation program
which really works through
uh the opportunity strategy in action as
you can see on the right here so you can
get buy-in
from your colleagues to explain the
extent of the transformation
that's needed but in the future when
you've made that transformation it
should very much be
part of business as usual your overall
marketing strategy
we have quite a few people talking about
kpis
uh key performance indicators and i'll
give you some examples of dashboards
that i think businesses should develop
to to look at this integrated strategy
how well it's working
uh templates as i've said i'll show you
examples of those
maximum bang for buck people are asking
uh naturally and and then some more
practical questions about
lead quality and i hope to touch on that
also
so to answer that question where to
start
what we believe is you need to review
the current situation
and really see the gap do a gap analysis
of where you are
now against where you need to be and if
we take a look at this uh framework
uh you can download this from the site
if you're a basic member
uh and in fact we've got a benchmarking
template like this for all of the
individual channels as well such as some
social media seo
customer experience and so on so what we
would suggest you do is you score
yourself
on different criteria on a scale of one
where you're just starting out to five
which would represent the most advanced
uh businesses in the world and i'll show
you some examples from
some of those later in the uh in the
webinar
now what i believe is that what you must
have for success to drive success
is you do need a strategic approach but
coupled to that you
need to be data driven and to have an
optimization process
so to start you do need to define those
key performance indicators in the
dashboards
and then to move to a more advanced
approach that we will talk about later
as i mentioned uh at the start there
with uh
you do i think often need a digital
transformation program where you get
senior management
to across the business to uh to buy in
and put in place the resourcing because
often you'll need new skills you'll need
new agencies
for the very largest companies you may
have to actually restructure
you might initially have a central um
digital marketing center of excellence
but then through time you'll um
you'll distribute as it says here
decentralization and reskilling
you'll have more people throughout the
business in the marketing
brand product teams who do have the the
digital skills
needed having the right data and
infrastructure
is is really important to drive success
particularly when you're
you're capturing leads you're assessing
the quality of your audience and then
following up
through marketing automation which is is
what we'll touch on as well
and then finally with f and g here these
are really
the practical ways the touch points that
you have on your website
and through your email and other
channels so you may need to make those
fit for purpose of course
even in b2b there's an increasing number
focusing on um
mobile access particularly for email so
you have to get that work
um looking across paid owned and earned
social media
so that's really the first uh benchmark
to uh to to
first take away is to do a benchmark
talk it through with colleagues and say
okay at the moment we're at level two
we need to work through so that we're at
level
that three larger businesses only need
to develop to four or five for a smaller
business level three may be
sufficient now as i mentioned there we
do have a tool
uh available on the site for our basic
members so it's really available
and expert members can record their
improvement
uh those are the paying members and just
to reassure you really that we do share
how people score themselves and the vast
majority are
at a very early stage because the
transformation needed for digital
marketing is so
huge uh so if you do think oh my god
there's
there's such a lot to do you're you're
not alone
and it's because digital is a
is a moving target
so the second takeaway is that as well
as doing that benchmarking
we recommend you develop your own uh
framework which will allow you to focus
your digital marketing activities now
one of our commentators actually work
through all the channels that there are
from if you imagine from you you've got
your page in organic search you've got
your
your your social media linkedin twitter
and so on and actually there's more than
100 channels when you look at it
at that granular level so to focus it's
really essential to have
some planning frameworks and we've
developed this framework we call race
planning
uh based on the traditional marketing
funnel
now i'm going to run through in this
webinar each of these stages and
introduce them so i'll make this quite
quick now i think the main points
are to say that you do need a focused
plan
and a strategy before you go into the
tactics for how you reach and convert
your audience
um and then the second thing is you do
need very clear
kpis or measures and i've got some
separate slides to talk against these
uh later now you may be thinking
okay so yeah i know the conversion
funnel but usually it's something like
attract
convert retain why is there this extra
stage
well actually we created this extra
stage of act which stands for
interaction
because it's so difficult to achieve
this online many people will bounce off
your
uh your website in a matter of seconds
if they don't find
the right content or there's not clear
customer journeys
so in a b2b marketing sense this is
about developing
leads and capturing leads on on the site
and then the conversion stages is
working through building the
relationship maturing those leads to
conversion
and then engages the long-term customer
relationship
to uh to develop customer loyalty
boost satisfaction um and then get those
repeat
purchases and our recommendations too of
course that's particularly
uh relevant with social media so for for
our expert members on smart insights
everyone can access the top level
framework
but what we wanted to do was really give
a complete road map of all the
activities you have to get right now it
is quite daunting but we
we hope that by breaking it down uh it
will give
businesses the focus they need so for
example in the
interaction one i mentioned customer
journeys and lead capture those are two
profiling as well those are two key
areas you need to get right but also
looking at your content marketing
strategy
how you devise landing pages those are
so important on the site
we've pulled those out as a separate
activity
and then um campaign planning putting
together a schedule for the next quarter
or the next year
um so so our belief is that by drilling
down into the details
that's what will make you successful and
you'll see in each of the sections later
in the webinar are quickly run through
these other activities
just to uh to reassure you that this uh
the approach we've used
is uh you know it's based on in the
first instance
when i was consulting and training with
with colleagues of
organizations we've been running this
sort of process
uh since around 2000 when i first
published
my book and it's been great the adoption
both by the large
companies you can see here and also
smaller
businesses um many of these will use the
race
planning framework but others will adapt
it and align it with their own framework
so uh
glaxosmithkline for example they're one
of our expert
members and they've taken the race
planning framework and
just recast it so it works best in that
pharma
type type market but we've tried to
develop something that's scalable that
works across different
types of brands but works particularly
well we think in
in in b2b and you can see some of our um
members here you know this this does
work we
we research it and it's making a real
difference to uh
to people's businesses and individually
as well in their careers we hope
so that gives you a background on our
frameworks
let's start now with a question in the
poll so uh
do you have we've said strategy is
important do you have a strategy is that
an obvious question
so we're seeing the results uh coming
through
and uh that's that's really interesting
um so the majority actually saying no
we're doing digital marketing but we
don't have
a strategy that's that's around 58
59 so quite shocking but maybe not so
shocking if we think
that people are on this webinar are
likely to uh
to want to be developing a strategy
but it's good to see that we have around
a quarter so 24
where it's integrated you have a digital
strategy and it's integrated
and then 17 where it's defined in a
separate
document now this is actually uh thanks
for voting by the way
that that's uh that's useful to see
because it compares to similar research
we've done with the technology for
marketing event
um we will be at that show later in the
year and we've actually repeated this
research
uh recently uh so
the way i see it is that for sure it
makes sense there's so much that needs
to be done
changes to the organization for the
transformation
but it does make sense to have a digital
strategy but the starting point is a
separate
transformation plan really and then
which is the
the light blue area of the pie and then
the long term plan
would be to make it integrated as part
of business
as usual and it's the digital activities
are aligned with what you want to
achieve
as a business so
what i'll mainly be focusing on in this
talk is developing a separate document
but i'll be giving you some ideas on how
you can um integrate as well as the vote
there i just wanted to find
um just for those of you who say we
don't have a strategy you'll need to
uh to work with your colleagues to
identify you'll you'll have to justify
why you need a uh a strategy so
i was just hoping you could type in uh
to the chat box some of the reasons why
you think it would be a good idea if
there's no
if there's no to have a strategy what
sort of problems might you hit
uh if you don't have a strategy or a
long-term plan
for digital so if you could type those
into the uh the chat box please and
we'll just see
what what you think share some of those
ideas
yeah so i'm saying thank you uh we've
got carol lee and talking about issues
with uh with buy-in and getting
content that's one of the structural
changes in b2b in particular to empower
your um perhaps people involved with
product development
to empower them to write with because
they have the specialist knowledge about
the market
um you'll never know if you've achieved
success
uh linda's saying that's uh that's
that's right and you won't know how to
improve you may be
improving leads from online but actually
you're missing out on opportunity
because your competitors are growing
leads
faster so
just taking a look at some of these
other ones we have a strategy
so yeah there's no board buying that's
that that's something we can perhaps
look at in terms of
the questions at the end um
wasted marketing efficiency i'm seeing
from anton and all me no measurable roi
and hokie
road map no commercial direction so
a lot of obvious things i think but we
do have to uh to work hard
to make the case to our colleagues and i
think one of one of our resources is
called making the case for business
investment in digital marketing
and we do recommend doing the sort of
benchmarking so
i would say score your um score your
performance
and then another thing that i'd
recommend is that you create a
spreadsheet based model so that you can
see the volume of leads current
based on your visits and how you can
grow that and look at a worse case than
a best case
so that the worst case would be if
there's no investment
but the best case is if you start
optimizing
how you can grow improve targeting how
you can improve your
uh your lead generation
[Music]
so i think we saw i'm not sure actually
we saw the targeting one but this is one
i'll be uh
talking about the online value
proposition is your content strategy and
how you share that
through social media we had several
people mentioning wastage
lots of people mentioning the
measurement and optimization side
and not so many talking about the
integration but that's another key
challenge that you've got the sales and
marketing team
and how they interact in business to
business marketing is particularly
important and you need to work out
that lead qualification and nurture
through marketing automation so thanks
very much for those i'm going to uh
speed up a little as we get into the uh
the practical tools now and then we'll
come back for for the questions
uh in around half an hour or so
so i mentioned that you need that
initial phase of developing a plan
um now people often say well if you're
creating an annual plan or even a two or
three year plan how do you keep it agile
the way we recommend you do that is once
you've got kpis in place
you have 90 day reviews against
performance uh actual against target
and you're also running continuous tests
on the site to increase
your lead generation and i'll show you
some examples of those later
so the five key areas to look at in
planning
we recommend is doing the um the
capability review i showed you but also
doing a
digital swat which is your strengths and
weaknesses for the digital channel and
how it integrates
i'll show you that in a moment um
we've talked about kpis and dashboards
but i think also having a long-term
vision of how the company will be
transformed
in the in the way that lead generation
works
is really important to bring all the
employees along we're not
touching any more on that today but
we've certainly got resources on the
the sites that help with that and
then you need the road map and we'll
look briefly at segmentation and
targeting
uh with an example from rs components so
i think it's got a great they've got a
great layered
targeting model the other good way
or the other useful technique
particularly for business
business marketing is to develop
customer personas
which should go across channels and
really define
the different audience types in the
buying unit how
how your content will support them both
in
in their work and um how you'll deliver
that content through
through time so one of the resources we
have on smart insights is a persona
toolkit
if you google smart insights you'll see
we've also got blog posts around
how to develop this um with examples
so that's developing the the online
value proposition
so as well as the uh the race planning
framework i wanted to
introduce a couple of other frameworks
that we have available
that will help you again these are all
on the blog but with more detailed
uh examples available for our expert
members
and the first one is sostak which gives
you an actual process for developing
your plan
and then for continuously monitoring and
improving
um so that's different from race
which is race is more around the actual
tactics that you run on the site
to to to improve your
um your interactions with your audiences
what we also have is for strategic
for campaigns that you run through the
year um content marketing
plans uh as as well so this is the
stack framework very widely used and
voted by the chartered institute of
marketing as one of the most popular
planning
tools or models and this is developed
not by smart insights
originally but my one of my co-authors
on the digital marketing excellence book
pr smith that's paul smith and he he
developed that originally as a marketing
communications
uh strategic framework and we've applied
it here
um in in the books to uh
to digital marketing so you can see one
of the beauties of swot is it's very
of um of soft stack rather it does start
the swap um but but it's very easy for
colleagues to to understand so where are
we now where do we need to be
how do we get there what are the main
strategic pillars
of our digital marketing and then what's
the details of the communications the
media investment
the contact strategy through marketing
automation
and so that's really everything to the
right of situation analysis and tactics
is the plan and then you have the action
and control
to uh to review the the resourcing of
that through agencies and doing
the research monitoring the kpis through
analytics
so if you haven't heard of soft stack
i'd really recommend
looking at the resources on smart
insights or paul's got his own
site you can take a look at as well
now within stack we started off with the
situation analysis and then going into
objective setting and strategy
and what we recommend is to combine
those all together because
although we're saying you need a digital
marketing plan if you're creating a
30-page plan it's unlikely
most senior management will review that
for the digital
specialist you may well need a longer
plan
but you do need that top level exact
summary
and one of the tools in our digital
marketing library
in the strategy toolkit gives you a word
template and some examples for b to b
and b to c of of how you can create this
so the idea of this is words so you can
just amend it
so what we've what i found is a
efficient when i'm consulting
is to develop a plan where in the left
column you've got a table
looking across the race plan
and then to put in specific smart
objectives so for a consumer site you
might say
we're looking to increase visits by
a quarter of a million uh per month and
then what's the main
reason what's the source how can we
justify that statement
so in this case we're looking to invest
in seo because we're
we're perhaps limited in that and we've
seen what competitors
can do and we've modeled the uh the
the performance improvement so then
these are the the strategies or the
tactics
uh that that are used to develop to
develop deliver
against that and then you've got your
kpis in terms of increasing the volume
natural search
and then in the act this is our our lead
generation stage
and then as a reminder the idea is this
isn't a static plan you'll review this
every
90 days and you'll update this um this
plan as you're running the tests
on on-site to boost conversion
the the next specific recommendation of
how you create the plan
is is to really take timeouts to
consider how your market has changed
with the influence of digital marketing
now you'll know you'll know your
traditional competitors but digital
gives you new competitors through
search marketing and it's best to lay
that
those out on a map so you can think um
what type of site surveys and how can
you reach them through paid owned
and earned media so this is a very good
way of looking at how to invest
in digital media where media might be
say google adwords or
this is in this box here the google
display network
mpus or digital banners that you might
serve in social media and perhaps your
video
and then with the owned media this is
more about your
your social media your own website and
the seo
and the earned media would be
traditional public relations so
hopefully
quite a few of you have heard of that
paid owned unsplit but it's a good way
to
uh to break it out and then you think
we're using those media channels here
how can we
find ways of interacting with our
audience now as you can see
i've chosen this one because it was just
a great visual it's actually a consumer
example but for business to business
this might be quite similar so it might
be how can we use face-to-face events
how can we use webinars
are there any ways we can develop a
content hub
with relevant content for our
audience so i'll show you an example of
that content hub
idea in a moment
and then you'll know the swot analysis
which is usually just four boxes
uh within the smart insights templates
we use what we call a taus analysis
where you put the strengths and
weaknesses internally at the top
opportunities and threats on the left
and then you combine
the two to say what are our main um
strengths and opportunities strategy or
weakness and threats so
if we're sort of poor at um conversion
rate optimization that might be one of
our main
strategies that we're going to use in
the year ahead
you'll also notice here i've prefixed um
each of the strengths and weaknesses
with with race
so whether it's an issue around reach or
conversion or g for governance
you know perhaps there's a resource
issue or a brand
issue that needs to be managed so i'd
really recommend this
house framework because it's
forward-looking whereas traditional
swots are more backwards
looking they're bringing that all
together in terms of the strategy
i've mentioned the use of personas so
that you can tailor your
your content putting the goals in place
um and then the segmentation targeting
and positioning
once that's defined you can really work
on the content marketing strategy
developer content hub
to to engage your audience and to
increase reach
and just just to give you an idea of how
powerful this can be without smart
insights
in the last year using search marketing
based on our content strategy we've now
grown to a stage where
we get over half a million uh visits or
sessions on the site every month so
that's more than a million
page views and that's really driven our
lead growth by getting our
content marketing right now for us
that's seo that drives a lot of that
improvement we get about 80 of our
visits by
seo because we're experts in that but
social media i think in business to
business um
is often a better way in terms of quick
wins because
seo is a sort of long-term
play so those of you who said well where
should we start i think
my recommendation would be to find the
content that works best for you and your
audience
develop some really stellar content that
stands out in the market
and then use social media to share that
through your partners and
customers so in terms of what that
content
should do this is what we call in the
books online value proposition it's
saying what can you add
to your the experience of your audience
so help them do their job help them
progress their
career their professional development
help them look good
to colleagues so the way that we do that
on smart insights are
stellar content is related to
creating a digital marketing plan
because we know that's that's our core
strength if you like and we know it's
an identified need amongst our our
audience
so the the idea of segmentation and
targeting i wanted to give you a
specific example of how you can do this
if you're a world um or a sector leading
companies so this is rs components and
they um presented actually in our
conference a couple of years ago
the way they do this so they've got very
clear
not a complex segmentation in terms of
the relationship with the company
depending on the number of purchases and
then
they combine the position in the life
cycle with the behavior
um so the type of products that have
been browsed
they're tracking those on the site i've
chosen this example because it actually
using their marketing automation system
they're able to use
um dynamic content to build a very
tailored
communication just with quite a small
team to do this so they let the
marketing automation system do the
uh do the work so you can see here
depending on
the the way they've assessed the way the
person's browsing the site or
competing um reviewing the the email
they're delivering these hero offers so
this is
um this is one here for the customer
life cycle it's a it's a prospect rather
than a customer
so they've got 10 percent off the newer
order so everyone can use this form of
dynamic content so a bit of a shocking
slide here
to uh just to emphasize the important
measurement as many of you already have
in your comments so you do need a
dashboard
um and i think it needs to be channel
based uh for us
it's based around the race framework
which is to show you a couple of
examples you might want to look at later
when you download
if you download the presentation so this
is sap
they've got something similar to race um
but they don't actually have the number
of leads here because it's more of a
public
presentation and then this is an online
version for an online b2b
sas service um quite interesting because
they're actually sharing all this data
publicly
if you go and look at the the buffer
open that's the social media service but
for smart insights and using google
analytics
what we recommend is that you tailor
according to the race planning framework
like so so uh
you want the the visits to the site but
of course you want to increase those two
leads and conversion and that's the most
important thing
to set up in your google analytics yet
google analytics doesn't do that by
default
so you do need to add that tracking in
that would be a key
takeaway in terms of the measurements um
and then this will be your traditional
marketing automation or sales system
recording
the conversion through to the sales and
the quality of those
those sales and and then in in the
longer term the lifetime value
of of those sales so rather than just
thinking of the volume of interactions
online
do think about the quality and value
you're generating
um as well
and this is a company i've worked which
illustrates this quite nicely
they were able to save for the leads
that were generated on their side
through this
this taster and it was actually a
consumer business
for people it's a bit like our
interactive tool
they were able to work out that when
someone does the taster it's worth nine
pounds so
they can then work that through their
analytics to see the value
so that's the the plan stage which is
the the longest section because i did
want to uh
to brace through so i'm going to go
through in the next five ten minutes or
so
quite quickly uh these other sections
um so here we're looking at media
effectiveness
we would emphasize search marketing
looking at the opportunity there then
look at your social media and
influencer outreach plan particularly
important for b2b to look at who you're
going to communicate with
look at using google adwords and paid
social media perhaps on facebook or
and then put that all together into an
acquisition plan
and campaign plan
so that question of where do you
prioritize i think it's really useful
across your media to say look at the
volume
that you're generating now and hope to
generate in the future
against the quality and the cost so
what we're seeing here is high volume
high quality
um and that's really where you should
focus your efforts by
the 70 20 10 rule that's where you
should be focusing because you're
getting the highest return on investment
here
so for us that would be search engine
optimization
using some good targeted google adwords
the 20 would be maybe where we're
already using linkedin and facebook the
roi
isn't quite there so we're looking to
optimize that
and then 10 would be the new techniques
that come out
month on months so google adwords
got customer match for example you can
use to upload your
customer list now that would be the ten
percent where you're
you're testing so this is just to show
uh with search marketing
that there are the tools available to
room adwords you can estimate
you can then look at your positioning
this is a b2b example
licensed dashboard they want to get
visibility for the
the language that their audience uh
covers
so it's the content marketing that that
fuels that
as well now we cover content marketing
under act
because that's what drives uh lead
generation
um and it links through to customer
journey analysis because you've got to
have the right
pointers and signposts on the site to
point people to the right template
and some of the talks you'll hear on
digital week later on in the week
are about how to personalize to get the
right content in front of the right
person but that relies on generating
leads
profiling and then tailoring the
message so then we have the content
marketing
and optimizing the landing pages
which are so important in business to
business
and then putting together that editorial
plan so what we've tried to do is to
separate
out all of these key activities so that
you can work on those
and the ones you're not so strong on at
the moment and give more detailed
guidance such as how do you use google
analytics to work out
which pages are generating the leads and
to
into build on those so we've got time i
think for one more poll
uh at this point so we're going to look
um optimization
and think about okay if we haven't done
any optimization where do we start
should it be the home page
should it be those landing pages we've
talked about or some other ones so
let's have a look to see uh what the uh
the votes we've got
there we're seeing around two-thirds
saying landing pages are most important
and then the home page and product pages
i think that's about right for business
to business i would say
um you have to look at the footfall
in google analytics and often you do get
a lot of people by volume on your
products and category pages
so it can be worth optimizing those
that's certainly the case
um for ourselves but yeah landing pages
are certainly a key area
and i'll just show you some examples in
a moment quickly
so one of our templates is all about
saying review some of the techniques
that you have now
and then try and improve them if you've
got this sort of classic
um carousel that doesn't really speak
the user's language
so you know what is a sound portal most
people wouldn't know it actually stands
for software us
asset management what you should be
trying to do
is to give more um
just clearer plain english and so we're
going to help you
with your license management for your
software that's
uh there's still probably a bit too much
jargon here
um but clearer calls to action there
rather than those carousels that we see
on many
b2b sites so we're certainly huge fans
of
content marketing and we produce a lot
of infographics ourselves to explain the
concept
but i'd say don't just develop
individual resources
on landing pages you can do that as a
starting point
but what you should do is to grow into
having a resource center which is a
content hub
so ourselves pubspot would be an example
of where they've added value to their
audience by having a
um a central area for all resources
and then to answer this question where
should you start
what i'd recommend there with your
content marketing
is that you develop a uh
a plan look looking at it's really a
content mapping
so map the content marketing across the
customer journey from awareness to
purchase
and then think are we mainly doing
emotional content or
or is it mainly rational so think about
run a workshop
and then to develop content in that in
the areas where you're lacking
i think often it's a biz marketing
there's a lot of rational content
but perhaps not the in the investment in
the more emotional
triggers which can work can work really
well in
instabiz as as well
and then it becomes important to test
your landing pages
not i'm not talking small changes here
just um
changing buttons color or headlines
quite dramatic
changes and this one here um
just to show you this is from what test
one a huge difference here
through this much nicer simpler design
um
for this b2b provider but you can't
really second guess
you you were probably thinking okay
that's nice and simple that one would
perform better
but i've got a counter example here that
shows
that the more complex longer form mobile
responsive page
does perform a lot better so the
challenger
in this case uh actually worked much
better to increase
leads so i do recommend this site which
test one if you're
trying to explain to colleagues while
you should do this sort of
optimization we've seen big um
improvements in smart insights using a
tool called convert.com
which allows us to run these sort of uh
tests
this was just one test we did we use um
a pop-up on the site
to encourage people to to learn about
our resource center and
through making one small change which
was testimonials
adding that to our pop-up we increase
leads by
10 so you can see in just a week we were
able to work out
um that we were getting significantly
more leads
you know so across a month actually
hundreds
almost a thousand more leads from making
a small
change so convert
within the business to business context
it's about using
um both online communications and move
using um sales based communications
and deciding on the best those are most
appropriate
and one of the ways we can do this is
through lead nurtural remarketing
where we set up an automated welcome
sequence that's what we do
on smart insights and then you would
tailor the content
according to the audience so one of the
things we do
is if you're not a manager in a
client-side business you see a different
message to if you're working for an
agency
um as an agency owner we will recommend
different content based on that and then
we'll also remarket we will
serve on google adwords google display
network
or facebook or twitter will
serve reminders that people have visited
um so remarketing is very effective
business to business tactic i'd
recommend
personalizing when people are on the
site that's something we do as well
we'll say i recommend content for
different audiences
and then you need to look at your sales
marketing integration
as well look at the conversion rate
optimization also
if you've got online sales um
and then we've called out mobile
separately because it is
growing importance for b2b although not
as
important as b2c now or it can be more
than half of
the audiences so um
in terms of following up on leads i
think this is the way we think at smart
insights and
you can't you don't have the resource to
follow up on everyone
so it's really where they're showing
that the audience is showing the highest
level of interest by the number of times
they're accessing your content or the
type of content they're using
and then the fit in terms of the size of
business
or the um whether they meet your
your target audience so you want to use
a qualification by
type of content your users have accessed
how they've
clicked through on emails and then
follow up by phone or
or email depending on the size of of
company
and then work out triggered emails
how how you follow up for different
types of content assets being downloaded
that's all your marketing automation
okay i've got a
couple of b2b exam easy to see examples
here about
um optimizing just to show what you can
do but i
i think because of time is showing that
you can customize in different markets
with the right
tool um but i've i've talked a bit about
optimization already so
i want to get to your questions so uh
just to complete the picture then um
this is a once you have converted
customers and how you use them as
advocates how you onboard them
using the online help services give them
a great experience
and give great quality of customer
service all the good
marketing success criteria but also
email marketing and social media to stay
in touch
with your audiences and help them to
become
advocates for the business so on this
marketing automation another simple mind
tool i'd recommend that you can use
is just do again a gap analysis before
or after
across the customer life cycle where are
you using email now
or personalization on the website
against how can you do that
in future so that's the uh the before
and the after and then work that through
into a new email communications
new content to support those new touch
points
so that is our race through race
planning
you can see we we really believe that
you need to go into the details to be
successful because if you don't go into
these details and optimize
your competitors will so drive it by
analytics create models of what the
uplift is
in spreadsheets do those capability
reviews
develop the strategy so that you can
have your pillars for
success create a long-term vision and
roadmap
and then really be relentless about
driving improvement
through the sort of some of the optimum
optimizations
i've shown so i hope you found that's
useful it's a lot to take in
but um i i know everyone on the call is
is busy and i want
to get across as much uh as
as possible and to give practical tips
both for those of you who are new
or perhaps more advanced as as well
so do get in touch on linkedin or follow
us on some of the other social channels
but i'm very
happy to answer questions there but i'd
like to
just answer a few in in the time we have
remaining so thanks for listening and i
look forward to the questions