How to supercharge your B2B digital engagement strategy

Transcript

1. www.ratiopartners.co.uk HOW TO SUPERCHARGE YOUR B2B DIGITAL ENGAGEMENT STRATEGY 
 Presented by Mario Kyriacou, co-founder, Ratio
2. www.ratiopartners.co.uk WHO WE’VE HELPED
3. www.ratiopartners.co.uk - Target the customers and segments that matter - Identify individuals for one-to-one conversations - Create content journeys that truly engage - Extracting the business intelligence your sales team needs WHAT WE WILL EXPLORE TODAY
4. www.ratiopartners.co.uk IT’S ALL ABOUT DEMAND GENERATION ?
5. www.ratiopartners.co.uk DEMAND GENERATION IS HEAVILY FOCUSED ON TOP OF FUNNEL MARKETING
6. www.ratiopartners.co.uk WHAT PERCENTAGE OF YOUR AUDIENCE IS BEING PULLED INTO YOUR ENGAGEMENT ORBIT?
7. www.ratiopartners.co.uk WHAT CHALLENGES ARE WE TRYING TO SOLVE?
8. www.ratiopartners.co.uk -High media spend -Focus on acquisition -Hard to put a hard value on marketings contribution to sales -The cliche rings true - sales and marketing feel disconnected -What do you do with your audience once they’ve initially engaged -What does engagement look like beyond emails and events
9. www.ratiopartners.co.uk WHY DO WE NEED TO TALK ABOUT DIGITAL ENGAGEMENT ?
10. www.ratiopartners.co.uk MOVING ON FROM THE BIG QUARTERLY CAMPAIGN
11. www.ratiopartners.co.uk WHAT HAPPENS ONCE THEY CLICK ON YOUR EXPENSIVE LINK?
12. www.ratiopartners.co.uk GOAL DRIVE UP ROI AND MAKE MARKETING INVESTMENT MORE COST EFFECTIVE
13. www.ratiopartners.co.uk BUILD THE ENVIRONMENT TO NURTURE YOUR IDEAL AUDIENCE
14. www.ratiopartners.co.uk REIMAGINE THE FUNNEL AROUND NURTURING YOUR AUDIENCE
15. www.ratiopartners.co.uk Nurture qualified pipeline Attract Retain Personalised Permission Capture Category Interest Personalised Newsletter Welcome Programme Did not complete form Campaign interaction Visited event Downloaded whitepaper Local & Personalised Newsletter Cross Sell Intimated sales conversation Proposal sent out Lapsed prospect Content Recommendation Lead scored and passed to sales Product Update Prospect re-engages Targeted email based on content consumed Slide reference - Agillic
16. www.ratiopartners.co.uk WHAT DOES DIGITAL ENGAGEMENT LOOK LIKE? 
 FOLLOW THE SPOT ON THE MAP MARKED X
17. www.ratiopartners.co.uk LET’S FIGURE OUT WHERE WE WANT TO GET TO AND WORK BACKWARDS
18. www.ratiopartners.co.uk DESIGNING ENGAGEMENT FOR TWO CORE AUDIENCES 1 > Customer & prospects 2 > Your sales and client teams
19. www.ratiopartners.co.uk THE BUILDING BLOCKS OF DIGITAL ENGAGEMENT?
20. www.ratiopartners.co.uk 1. CONTENT AND AUDIENCE NEEDS 2. DATA AND AUDIENCE PROFILING 3. RECOGNISING PROSPECT INTENT 4. ALIGNING KPIS WITH WHAT MATTERS 5. UNIFIED EXPERIENCE DESIGN 6. PROSPECT INTELLIGENCE
21. www.ratiopartners.co.uk CREATE CONTENT JOURNEYS THAT TRULY ENGAGE
22. LET’S START WITH THE ONLINE EXPERIENCE NOT MIRRORING THE OFFLINE EXPERIENCE
23. HOW DO WE DIGITISE THE OFFLINE RELATIONSHIP?
24. www.ratiopartners.co.uk THE CRM AS THE RECORD OF TRUTH FOR SALES
25. www.ratiopartners.co.uk WE NEED A DIGITAL RECORD OF TRUTH FOR MARKETING
26. A SINGLE CLIENT PROFILE CAPTURES 1. WHAT DO WE KNOW ABOUT CLIENTS 3. HOW ARE THEY INTERACTING WITH US 5. WHAT ARE THEY TELLING IS
27. www.ratiopartners.co.uk EXPLORE THE NEEDS OF SALES AND CLIENT TEAMS
28. www.ratiopartners.co.uk EXTRACTING THE BUSINESS INTEL SALES NEEDS
29. www.ratiopartners.co.uk IS A FORM COMPLETION A LEAD?
30. www.ratiopartners.co.uk BUILD LEAD (ENGAGEMENT) SCORING INTO YOUR PLANS
31. www.ratiopartners.co.uk LEAD SCORING SHOULDN’T BE TREATED AS AN ISOLATED EXERCISE
32. www.ratiopartners.co.uk BUILDING A FLOW OF PROSPECT AND CUSTOMER INTEL AROUND HOW YOUR OFFLINE SALES TEAMS BEHAVE
33. www.ratiopartners.co.uk MOVING ON WITH A DIGITAL DETECTIVE
34. www.ratiopartners.co.uk “We produce huge amounts of content to cater for a broad audience of sectors and needs, but we don’t know who’s engaging with it or how it’s performing, we can’t personalise at individual level, and we can’t connect the experience with our tech stack to drive our ABM strategy” Problem Statement • Content • Email • Personalisation • Analytics • Lead scoring • Reverse IP lookup • CRM/Email • Lead scoring • Offline activity • Automation • Personalisation • Reverse IP lookup • Analytics • Data visualization • Custom reporting • Content distribution • Analytics
35. www.ratiopartners.co.uk Site interactions Visitor Profile Search Email Social Offline Traffic Acquisition Inbound History & Integration Anonymous Visitor Data Digital Fingerprint
36. www.ratiopartners.co.uk TECHNOLOGY AS THE ENABLER
37. www.ratiopartners.co.uk TECHNOLOGY 
 
 MAP YOUR CURRENT AND PROPOSED TECHNOLOGY STACK AGAINST THE OMNI-CHANNEL CAPABILITIES YOU WISH TO IMPLEMENT.
38. www.ratiopartners.co.uk Tealium Target Eloqua Paid media Tag management for tracking (eg. Floodlights for paid media) Real-time event streaming CDP to create audiences Consent management Integrate data into other tools (eg.Target, Eloqua, CRM) AB and MVT testing NEW: Show targeted content based on customer profile (fed by Tealium) NEW: behavioural targeting based on Tealium Audience Stream Batch email send NEW: triggers fed by Tealium NEW: personalized content based on Tealium audiences Display and PPC NEW: programmatic buying, based on Tealium audiences (ie. Target by customer (or prospect) in external channels) CAPABILITIES DEMYSTIFIED WHAT DOES IT ALL DO?
39. www.ratiopartners.co.uk BUILDING USE CASES FROM TECH CAPABILITIES Doubleclick + Target 01 Tealium + Doubleclick 02 Tealium + Eloqua 03 Tealium + Target 04 ACQUISITION Dynamic paid media landing pages ACQUSITION Exclude existing customers ECM Triggers to eloqua ECM Target secure site based on browsing
40. If you have any questions feel free to drop me an email at mario.kyriacou@ratiopartners.co.uk