B2b Marketing Digital July 22, 2011
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The document discusses digital marketing strategies for B2B businesses. It notes that B2B sales processes involve unpredictable contact points and gaps between interactions. Traditionally, resellers and partners provided local support but with limited expertise and impact. A new approach uses technology to create high-volume, continuous one-to-one conversations through social and collaborative tools to drive high-impact engagement regardless of expertise.
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B2b Marketing Digital July 22, 2011
- 1. Digital Market ing for b2b businesses July 2011
- 2. solutions capabilities emerging markets mature markets business
- 3. buying process b2b products large projects commodities enterprise solutions consumer goods
- 5. markets are conversations - clue train manifesto
- 7. conversation flow buying process unpredictable number of contact points unpredictable gaps between contact points unpredictable value per lead solution sales process one-to-one conversations high level of engagement for each contact
- 8. outcome impact depends on level of expertise focus on fast-moving or high value leads conversation drop-outs
- 11. conventional approach value-added resellers , sales partners
- 12. resellers / parters local presence lower cost of contact quick response limited expertise lower impact lower conversion
- 13. new approach
- 14. sales process
- 15. empowered conversations use technology to create high volume, continuous , high impact one-to-one conversations
- 16. social technographic groups Forester Research defines online consumers into different groups starting from inactives to spectators and the most evolved creators. The largest number of people are the spectators who visit blogs, do searches etc for information. And the most evolved are the ones who write blogs, who create content and tweet and share the same. What seems clear is that even if most people do not create content, many of them are spectators. The stage of the evolution is such that presence itself is a measure, even if it does not progress to actively engaging online for all who view.
- 17. tech-enabled conversation flow buying process unpredictable number of contact points unpredictable gaps between contact points unpredictable value per lead solution sales process one-to-one conversations high level of engagement for each contact tech-enabled process collaborative technology (workflow) high impact high volume continuous one-to-one conversations
- 18. outcome impact independent of level of expertise sales focus on fast-moving or high value leads no conversation drop-outs
- 21. contact us ! lira priyadarsani http://www.linkedin.com/profile/view?id=15361895 [email_address] 99712-84441 ashutosh bijoor http://www.linkedin.com/in/bijoor [email_address] 98201-94408 t. a. balasubramanian http://www.linkedin.com/in/tabbyindia [email_address] 98200-06823