Transcript Digital marketing for B2B

Digital marketing for B2B
About us
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Integrated digital marketing
From strategy to operation
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Partners
Samenwerkingen
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Table of contents
Digital marketing for business to business
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Challenges of a B2B campaign
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Conversions and measurement
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Digital marketing channels & tips for B2B
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Challenges of a B2B
campaign
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What makes B2B different?
Business to business campaigns are different
Complexity of decisions
Revenue
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More stake holders
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Higher ordervalues
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Longer decision making processes
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Higher margins
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Higher lifetime values
Conversions are not real sales (usually)
People
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Conversions are often leads
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Sometimes e-mail, telephone or even offline
Business people are people too
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Challenges of a B2B campaign
Business to business campaigns are different
Challenges
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Harder to measure ROAS/ROI
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Less insights in performance of campaigns and therefore less data to optimize
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Difficult to target the right people
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Conversions and
measuremement
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How a B2C webshop measures campaigns
How ROAS/ ROI is calculated
Visitor
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How return on ad spend (ROAS) is calculated
B2C
B2B
B2C campaigns
B2B campaigns
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Short decision making process (usually)
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Calls (no cookie)
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High volumes of conversions so a lot of data
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Different people (no cookie)
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Measure conversions, sales, revenue
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Leads (a cookie, but no data about a sale or revenue)
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Rapid optimization of campaigns based on data
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Cookies have a lifetime of 30 days by default in most
adplatforms but decision making processes tend to
be longer, so measurements are broken
Conclusion
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Digital marketing will have a hard time claiming
success in a B2B environment. Budget might shift to
offline. Difficult to optimize campaigns.
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Advise to gain insights
How to measure impact
Tips to gain insights to optimize campaigns
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Use a lead management tool to track leads and measure sales
and quality of leads
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Replace forms by call-button on mobile devices
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Use a call conversion tool to track calls for every digital channel
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Adcalls
Example
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Adcalls
Example
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Adcalls
Example
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Digital marketing
channels & tips for
business to business
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Digital media channels suitable for B2B
Digital marketing for b2b
Choice of channels
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Target very specifically or abandon the channel
Use soft conversions
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Whitepapers, events, newsletters to differentiate high value visitors from consumers
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Use this data for retargeting
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Use e-mail addresses for email marketing and social advertising
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Digital media channels suitable for B2B
Digital marketing for b2b
Search (SEO and Search advertising)
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Keyword research : Try to figure out what ‘business keywords’ are and focus on these with Adwords
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Use ad copy to make clear this is a business website (less clicks)
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Use RLSA to increase bids for keywords that are not profitable enough normally
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Write great content around longtail and keywords that might attract too many consumers
Remarketing
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Use display remarketing to reengage people
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RLSA (search)
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Facebook Website Custom Audiences
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Digital media channels suitable for B2B
Digital marketing for b2b
Social media
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Start with great social content. Provide information and help people with their business challenges. Be the
expert!
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Start with Facebook ads. Even in B2B Facebook usually performs better than LinkedIn and Twitter
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Layer campaigns. E.g. Facebook video audience retargeting
Display advertising
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RTB: use whitelisting and channels
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Keyword targeting and selected keywords
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Managed buys: buy directly from the right publishers
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Thank you!
Headquarters
Zuiderpark 14
9724 AG Groningen
Telefoon:
+31 (0) 50 210 28 58
Facebook:
Facebook.com/stormmc.nl
Twitter:
Twitter.com/stormmc
Website:
stormmc.nl
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