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BitesizeB2BAmarcomguidefortheoverworked ContentsIntroduction2Sixwaystheinternethaschangedthegame4Thethingsthathaventchanged5Theriseandriseofcontentmarketing6Whatsinabrand7Whyyourwebsiteissoimportant8Socialmediablogswhatworks9SearchEngineOptimisationSEO10AnalyticseveryB2Bmarketersmust-havetool11Doyouneedamobileapp12WheredoesvideomarketingftinB2B13Emailmarketingheroorvillain14Directmailisitstillrelevant15Advertisingthenewmedialandscape16PRapowerfultoolforcontentmarketers17Wheredoesprintedliteratureftintoallthis18Whyexhibitattradeshows19Contactdetails20 HelloThisbookisintendedtogiveaseriesofbriefinsightsandideastohelpwiththedecisionprocessinplanningB2Bmarcomscampaignsorprojects.EachofthesubjectscoveredisworthyofabookinitsownrightbutthankfullyIdonthavetimerightnow.Iftheresanythinghereyoudliketodiscusstakeforwardorevendisagreewithpleasegetintouch.Mycontactdetailsareonpage20.PaulBennett1BitesizeB2Bamarcomguidefortheoverworked IntroductionThatwasthen...IntheolddaysbeforeglobalisationandincreasedcompetitionB2Bcompaniessettheirmarketingbudgetsbasedonapercentageofturnoverandoftenjudgedthesuccessoftheircampaignsasmuchonhowtheylookedashowtheyperformed.SalesandMarketingweredierentcountriesbutitoftendidntmatterbecauseiftheproductwasrighteveryonemuddledthrough.Marketresearchandcampaignanalysiswerelaboriousprocessesthatwereoftenavoidedtoreleasebudgetfornextyearscampaign.2BitesizeB2Bamarcomguidefortheoverworked BitesizeB2Bamarcomguidefortheoverworked3...thisisnowTheeectoftheinternetonB2Bmarketinghasbeenliketurningthelighton.Itsmadeeverythingeverywhereimmediatelyvisibleaccessibleandmeasurable.Everythinggoodbadorugly.AnditsmadetheB2Bmarketersmostpowerfulassetevenmorepowerful.Information.Informationdierentiatesyoufromyourcompetitor.Makeyoursavailabletoinanengagingandpersuasivewayandyoureontoawinner....anduseincominginformationtoreneyourcommunicationsandimproveyourROI.HowReadon... Sixwaystheinternethaschangedthegame1.SpeedItsnowpossibletocomeupwithanideaforacampaigndeliveritandstartmeasuringitallonthesamedayIntheory-dontholdmetoit.2.AccuracyTheinternetallowsustotargetthemostnicheaudiencesonaglobalbasisandtodelivercost-eectivecampaignstargetingevenasfewastensorhundredsofindividuals.3.TransparencyCampaignmeasurementcomparisonandanalysishaveneverbeenquickeroreasier.4.EqualityTheinternethaslevelledtheplayingeld.Bigmediabudgetsusedtokeepthebigbrandsinthelimelightontheinternetthecleversmallerplayerscanpunchabovetheirweight.5.AvailabilityAnytimeanyplaceanywheretoquotetheoldTVad.Theinformationyouraudiencesneedisavailable247atthetouchofabutton.6.CommunityTheinternethasenabledlike-mindedgroupsofpeopletomakecontactandformon-linecommunitieswhichcaninturnbetargeted.4BitesizeB2Bamarcomguidefortheoverworked Thethingsthathaventchanged1.Industrialproductsareboughtnotsold.Therewasanadagencybackinthe1980swhousedthisastheirstraplineanditremainstruetoday.In99casesoutofevery100itisthecustomerwhoistheactivepartyinasalenottheseller.2.Peoplebuyfrombrandstheyrecogniseandtrustparticularlyinthecaseofhighvalueorimportantpurchases.Neverunderestimatethevalueofabrand-evenintodaysultra-competitivesearch-drivenworld.3.Businessbuyersdonthavetimetowasteortheinclinationtoreadunclearorcrypticmarketingmessages.Clarityandimpactstillruleevenmoresointodaysincreasinglycrowdedmedia.4.Mediaisstillthepluralofmediumieameansofcommunication.Whetherthatsprintedmediadigitalmediaorsocialmediaitremainsameansofdeliveringideas.Thenewmediaarenotideasinthemselvesbuttheyarepotentiallyusefulwaystodeliverideas.BitesizeB2Bamarcomguidefortheoverworked5 TheriseandriseofcontentmarketingSomeofushavebeendoingcontentmarketingfordecades.Itsnothingnewitsjustgotanewname.WhatsnewishowtheinternethasmadeitevenmoreefectiveasaB2Btool.SowhatiscontentmarketingItsmakingthevaluableknowledgeandexperienceheldwithinyourcompanyavailabletoyourcustomersandprospectsasameansofopeningdialoguegainingtrustanddrivingsales.Contentmarketingcanencompasswhitepapersandtechnicalarticlesguidebookstextbooksinfographicstechnicaldataandmore.Anditcanbedeliveredviayourwebsiteemailsocialmediaprintedmediaandelsewhere.Theinternethastransformedthescopeandscaleofcontentmarketingbymakingcontentreadilyavailableonaglobalbasisviakeywordsearchescommunityforumsandothermeans.Whatevermarketsyouservebeassuredatleastsomeofyourcompetitorswillbedoingthis.Youneedtobedoingittoo.6BitesizeB2Bamarcomguidefortheoverworked WhatsinabrandNeverunderestimatethevalue-orthefunction-ofyourbrand.Itshowyourcustomersrecogniseyouitsabigpartofhowtheyjudgeyouanditcanbethedierencebetweenmakingasaleornot.Yourbrandisawholelotmorethanjustyourlogoandcompanycolours.Intodaysmulti-channelworldyourbrandcanandshouldextendbeyondvisualidentityintoallthewaysthatyouinteractwiththeworld-fromthetoneandcontentofyouradstothewayyourpeopleanswerthephone.Yourbrandshouldbeanextensionofyourcompanysvalues-lettingyouraudiencesknowexactlywhatyoustandfor.Ifyouworkwithmultiplemarcomprovidersbesuretheyreallsingingfromthesamehymnsheetorriskdilutingyourbrand.Ifyouhaventgotadocumentoutliningwhatyourbrandstandsforandhowtoapplyitgetonenow.Itsnotrocketscienceanditneedntcosttheearthunlessyourcompanyishugeandcomplex.BitesizeB2Bamarcomguidefortheoverworked7 WhyyourwebsiteissoimportantItsafactthatthemajorityofbusinesspurchasesareprecededbythecustomervisitingthesellerswebsite.TherecanbeveryfewscenariosinthisdayandagewhereawebsitedoesntperformacentralfunctioninacompanysB2Barmoury.Yourwebsitecanputyouintheframeforasale.Oritcandotheopposite.Itsassimpleasthat.Theinternetmakesitsoeasytomakeinstantcomparisonsbetweendierentoeringssoitsimportanttohaveawebsitethatgivesagoodfrstimpressiondeliversexcellentup-to-datecontentinauser-friendlywayandwhichmeetsorexceedscustomerexpectationsintermsoffunctionalitywhetheritsasimplebrochure-typesiteoratransactionale-commercesite.Ifyourbudgetmeansyouhavetomakeprioritydecisionsandwhodoesntprioritisegettingyourwebsiterightbeforespendinganytimedrivingvisitorstoasitethatsnotworkingforyou.8BitesizeB2Bamarcomguidefortheoverworked Socialmediablogs-whatworksThequestionIammostfrequentlyaskedthesedaysisDoessocialmediamarketingreallywork-usuallyinthecontextofunsexyindustrialproductmanufacturersandserviceproviders.MuchhasbeendocumentedaboutthesuccessofsocialmediainB2CandsomeareasofB2BandthereisnodoubtthatitDOESworkinmanyapplications.Howeveraswithanyformofmediabroadcastatweetorablogisonlyasefectiveastheideaormessagethatitcarries.Contentiseverything-andthesocialmediadoprovideavarietyofexcellentplatformsfordeliveringcontent.Butunlessyouhavetheresourcein-houseorotherwisetodeliverworthwhileregularcontentthatyouraudienceswillsubscribetodontbother.Aswithwebsitesdoingsocialmediabadlycanbeanegative.BitesizeB2Bamarcomguidefortheoverworked9 SearchEngineOptimisationSEOSEOisthepracticeofimprovingandpromotingawebsiteinordertoincreasethenumberandappropriatenessofvisitorsthesitereceivesfromsearchengineslikeGoogleandYahoo.ThemajorityofwebtracisdrivenbythesesearchenginessogettingyourSEOhouseinordershouldbeonyourprioritylist.InthetwodecadesorsosinceSEOwasbornthesearchengineshavecontinuallyrenedthewaywebsitesareranked.Todayrankingismainlybasedontwofactorsrelevanceandimportance.100soffactorsinuencerelevance-thesearethedomainoftheSEOprofessional.Importancecanbeinterpretedaspopularityorvolumeoftractothesiteandthisisdeterminedbythevalueofthecontentonthesitetousers.Theresthatcontentwordagain.10BitesizeB2Bamarcomguidefortheoverworked AnalyticseveryB2Bmarketersmust-havetoolWithapologiestoWinstonChurchillneverbeforeintheeldofB2Bmarcomhassomuchfeedbackbeenavailabletosomanyforsolittle.Ifyouhaventputanalyticsonyourwebsiteanddelvedintowhosvisitingwhatpageswhendoitnow.WithalittlebitofpatienceandmaybesomeadditionalGooglingyoullsoonstarttodevelopapictureofhowyourwebsiteoryourcampaignisperforming.Youcantuneandtweakifrequired-orcarryouttestsusingdierentcontent.Whateverelseyoudowithyourmarcombudgetmakesureyoureabletoreadandunderstandyouranalytics.ThereareallkindsofpackagesavailablebutGoogleAnalyticsisagoodstart.BitesizeB2Bamarcomguidefortheoverworked11 DoyouneedamobileappIfyoureaskingthequestiontheanswerisprobablyno.AppscanprovidebrilliantandeectivewaystomeetspecicneedsbutIveneverheardofasinglesuccessfulappthatcameaboutasaresultofsomeonesayingWemusthaveanapp-forthesakeofit.SuccessfulB2Bappshavebeendevelopedtoprovidesupplyorderingtoolswithcodescanningcapabilityevent-specicsolutionswithmapsschedulesandspeakerbiosandcalculatorsforproductspecicationorROI.Workbackwardsfromtheresultyouwanttoachieve.Ifthesolutionisstillanappgoforit12BitesizeB2Bamarcomguidefortheoverworked WheredoesvideomarketingftinB2BSharingideasandproductinformationthroughvideositeslikeYouTubeoersgreatpotentialtobuildawarenessandgenerateleads.Datafromarecentsurveyconrmedthatvideoappearsinover70ofsearchresults-afactthatB2Bmarketersaretakingadvantageof.GettingYouTubetoworkforyouisallaboutcreatingcontentthatisvaluableandthatwillbesoughtoutbyyouraudienceviaGoogleorothersearchengines.Forgetthetraditionalcorporatevideo.Peopledonthavethetimetowatchorsharethem.ForB2BmarketersHowtodemonstrationvideosworkreallywell.Theseoperateassearchmagnetsthatwilldrivetractoyourwebsite.Theyarealsoausefulwayofbuildingtrustandcredibility.Finallyforgetabouttryingtodoaviralvideo.ThepublicmakesvideosgoviralnottheproducerandunlessyourB2Boeringinvolvescelebritiesslapstickcomedyorotherlesssavourysubjectsyourvideowontgoviral.BitesizeB2Bamarcomguidefortheoverworked13 EmailmarketingheroorvillainEmailhasrevolutioniseddirectmarketing-ANDgivenitabadname.Thetruthisthatdoneproperlyemailmarketingremainsacost-eectivewayofmaintainingadialoguewithcustomersandhasbeenprovensuccessfulformanyB2Bmarketersdespitetheconditionknownasinboxoverload.SowhatarethedierencesbetweenspamandeectiveemailmarketingSpamisjustanemailwedidntwanttoreceivesoitwasbadlytargetedorcontainedrubbishcontent.Efectiveemailmarketingstartswithaccuratetargeting.Themosthardworkingcampaignsareusuallyrunfromthecustomersownup-to-datedatabase.Otherfactorsthatcontributetoeectiveemailcampaignsmailfromarecognisedsourceappropriateandinterestingcontentappropriatetimingandfrequency.Thefactthatninety-fourpercentofB2Bmarketersregularlyuseemailasaprimarydistributionchannelsuggeststhatitsworkingforlotsofcompaniesoutthere14BitesizeB2Bamarcomguidefortheoverworked Directmail-isitstillrelevantInawordYES.Howevercomparedtoemailmarketingthecostishighitsmorelabourintensiveandlesseasytomonitorandanalyse.SowheredoesdirectmailscoreDirectmailbypassesinboxoverloadsyndromesoamailshotlandingonaprospectsdeskwillalmostcertainlybenoticed-attheveryleast.Secondlyandperhapsmoreimportantlydirectmailhasthepotentialformuchgreaterimpactbydeliveringmorethanjustwordsandpictures.Forexamplewevemailedrubberbandpoweredbutteriestopromoteairhandlingsystemsandweveintegrated3Ddirectmailwithinternetlandingpagesforimpactoandon-line.Asaruleifyouhaveasmallclearlydenedtargetaudienceofsaylessthan2000individualswithwhomyouwanttomakeabigimpressionandsolicitaresponsedirectmailshouldbeonyourshoppinglist.Telephonefollow-upcanmakeitevenmoreeective.BitesizeB2Bamarcomguidefortheoverworked15 AdvertisingthenewmedialandscapeMediaselectionwascomplexenoughevenbeforetheinternetcamealong.TheUKstradepressremainsthemostdiverseandvibrantinEuropeandstillplaysapartdespitethehugegrowthofon-lineadvertising.EveryB2Bsectorhasitsownmediapaletteoeringdierentopportunities...andpotentialpitfalls.Asarulequalityprintedpublicationsareeectiveforbuildingormaintainingbrandawareness.Youcangetsalesleadsfromdisplayadsbutdontexpectmiraclesunlessyouroeringisearth-shattering.Manypublicationsoerproductfeatureoradvertorialsectionswhichremaincost-eectiveforleadgeneration.On-lineadvertisingoersavarietyoftrackableleadgenerationsolutionsfrombanneradsonmagazinesitestopay-per-clickadslikeGoogleadwords.BanneradscanalsosupportbrandbuildingandSEO.Whateverthemediaorobjectivetheresonefactorthathasntchangedsinceadvertisingwasinvented.Dontburyyourmessage.Beclearaboutwhatyouradisintendedtosayyouonlyhaveasecondortwotogetitacross.Fewpeoplereadbodytext-andonlyiftheheadlinehascaughttheirinterest.16BitesizeB2Bamarcomguidefortheoverworked BitesizeB2Bamarcomguidefortheoverworked17PRapowerfultoolforcontentmarketersPRisfarmorethanwritingandpitchingnewsreleases.PRbuildsrelationshipsoftrustaswellaseducatingaudiencesandwinningcredibility.TechnicalPRisaprioritycomponentforcontentmarketingcampaignsasitprovidesanauthoritativewaytopresentcomplexsophisticatedmessagestospecialistaudiences.Todaysdiverseandfragmentedon-lineandprintmediapresentsmanydierentopportunitiesandenvironmentsforB2BeditorialpiecesalthoughallfallintooneoftwocategoriesEarnedmediaistheholygrailofthePRprofessionalwherebythecontentsubmittedisofsucientinterestandrelevancetotheeditorthatheorshewillpublishitonmerit.Paid-fororadvertorialsubmissionsareusefulforpresentingmessageswhichmaybeconsideredpromotional. WheredoesprintedliteratureftintoallthisTheinternethasgivenourprintingindustryatoughtimeoverthelastcoupleofdecadesanditseasytounderstandwhysomanybusinessesarechoosingtopublishsalesandtechnicaldocumentson-lineinsteadofprintingthem.HoweverthereareapplicationswhereprintstillscoresandinfactinsomeinstancesprintisevenreplacingdigitalcommunicationsItsunrealistictostartthinkingofthisaspartofanypost-digitalrenaissancebutitsafactthatsomeB2Bmarketersarereturningtoprinttoavoidinboxoverloadordigitalfatigue.Printisportablewithoutaninternetconnectiontactileandstilloersscopeforcreativityandinteraction.Alsowiththeadventofnewdigitalpressesprintisbecomingmoreandmorecost-eectiveforshorterprintruns.Variabledataprintingisanotherinnovationallowingmasspersonalisa-tionofprinteditems.ItsallgoodnewsforB2Bmarketerstargetingrelativelysmallaudiences.18BitesizeB2Bamarcomguidefortheoverworked BitesizeB2Bamarcomguidefortheoverworked19WhydopeopleattendtradeeventsRecentresearchrevealsthatftypercentormoreofattendeessaythefollowingareimportantreasonswhytheyattendtradeshows.Thenumberonereasonbyfarissimplytoseenewproducts.InthisageoftheInternetandeverimprovingcomputerandmediascreensbuyersstillneedtotouchandfeelnewproducts.Infactoverftypercentofsurveyrespondentssaidthattheyattendshowstoseeproductsthattheyrstfoundonline.Otherkeyreasonsforattendancearetoenabledirectcomparisonsbetweencompetitiveoeringstonetworkwithcolleaguesandsuppliersandtotokeepuptodatewithindustrytrends.Drivingtractotradeshowstandshasbecomeanartinitselfusingemailspecialistmobileappsandsocialmediaaswellason-standuseofdigitalmedia. Thanksforreading......andifyouHAVEbeenreadingitmightbesafetoassumethatyourelookingforhelpwithyournextcampaignorprojectIfsopleasetakealookatourwebsiteorbetterstillpickupthephoneforachat.ThanksagainPaulBennett20ApolloCourtRadcliveRoadGawcottBuckinghamMK184DFUKt01280821400f01604570765wwww.bennettandpartners.co.ukwww.twitter.compaulbennett20www.linkedin.cominpaulbennettb2b20BitesizeB2Bamarcomguidefortheoverworked PublishedOctober2013BennettPartners2013