Digital marketing for B2B Remi van Beekum – Chief Innovation Officer –

About us 2

Integrated digital marketing 3 From strategy to operation

Partners Samenwerkingen

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Table of contents Digital marketing for business to business  Challenges of a B2B campaign  Conversions and measurement  Digital marketing channels & tips for B2B 7

Challenges of a B2B campaign 8

What makes B2B different? Business to business campaigns are different Complexity of decisions  More stake holders  Longer decision making processes Conversions are not real sales (usually)  Conversions are often leads  Sometimes , telephone or even offline 9 Revenue  Higher ordervalues  Higher margins  Higher lifetime values People  Business people are people too

Challenges of a B2B campaign Business to business campaigns are different Challenges  Harder to measure ROAS/ROI  Less insights in performance of campaigns and therefore less data to optimize  Difficult to target the right people 10

Conversions and measuremement 11

How a B2C webshop measures campaigns How ROAS/ ROI is calculated 12 Visitor

How return on ad spend (ROAS) is calculated B2C B2C campaigns  Short decision making process (usually)  High volumes of conversions so a lot of data  Measure conversions, sales, revenue  Rapid optimization of campaigns based on data 13 B2B campaigns  Calls (no cookie)  Different people (no cookie)  Leads (a cookie, but no data about a sale or revenue)  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  Digital marketing will have a hard time claiming success in a B2B environment. Budget might shift to offline. Difficult to optimize campaigns. B2B

Advise to gain insights How to measure impact Tips to gain insights to optimize campaigns  Use a lead management tool to track leads and measure sales and quality of leads  Replace forms by call-button on mobile devices  Use a call conversion tool to track calls for every digital channel 14

Adcalls Example 15

Adcalls Example 16

Adcalls Example 17

Digital marketing channels & tips for business to business 18

Digital media channels suitable for B2B Digital marketing for b2b Choice of channels  Target very specifically or abandon the channel Use soft conversions  Whitepapers, events, newsletters to differentiate high value visitors from consumers  Use this data for retargeting  Use addresses for marketing and social advertising 19

Digital media channels suitable for B2B Digital marketing for b2b Search (SEO and Search advertising)  Keyword research : Try to figure out what ‘business keywords’ are and focus on these with Adwords  Use ad copy to make clear this is a business website (less clicks)  Use RLSA to increase bids for keywords that are not profitable enough normally  Write great content around longtail and keywords that might attract too many consumers Remarketing  Use display remarketing to reengage people  RLSA (search)  Facebook Website Custom Audiences 20

Digital media channels suitable for B2B Digital marketing for b2b Social media  Start with great social content. Provide information and help people with their business challenges. Be the expert!  Start with Facebook ads. Even in B2B Facebook usually performs better than LinkedIn and Twitter  Layer campaigns. E.g. Facebook video audience retargeting Display advertising  RTB: use whitelisting and channels  Keyword targeting and selected keywords  Managed buys: buy directly from the right publishers 21

Thank you! 22 Headquarters Zuiderpark AG Groningen Telefoon: +31 (0) Facebook: Facebook.com/stormmc.nl Twitter: Twitter.com/stormmc Website: stormmc.nl