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