Interactive Advertising Bureau

Transcription

1 Interactive Advertising Bureau 5 steps to building an Online B2B strategy! Roland Gerets BrainTower/IAB Workgroup B2B 22 October 2009

2 Mission statement: WorkgroupB2B 2010 The B2B Workgroup is committed to promote the use of interactive media in the B2B marketing mix and help B2B marketeersto integrate digital and interactive tools in an effective way in their strategy. We provide B2B marketeerswith ready-to-use information, benchmarks and evaluation of trends. We stimulate the exchange of know how and experiences by networking events, training sessions and publications. Target audience: National & international operating companies Small and medium sized companies Professional associations & pressure groups Government

3 B2B Marketing: definition B2B or business-to-business refers to the trade transactions between 2 companies These transactions were supported by marketing-, communication- and sales activities The main difference between B2B and B2C is to be found in the commercial value chain, procedures or the go-to-market strategy

4 Customer types: B2B Marketing: definition Government and institutional organisations Original equipment manufacturers (OEM) Importer / distributor Retailers Companies buying products and services to support their processes Product / services: Raw materials Capex goods to make production of distribution possible Supporting products or services to keep this process going

5 B2B Marketing: Identical to B2C? B2B vs. B2C: a different marketing reality B2C DMU Small B2B Large Length decision taking process Size purchase Consequences inadequate purchase Products/services Channel configuration Primary promotions tool Migration costs Short and simple Small quantities Limited Standardized Complex and long Advertising Limited Long and complex High volume and value Might be essential Tailor-made Simple and short Personalized sales High

6 Online and Interactive B2B Marketing in BE Ervaring Potentiëel New Media Absorption Study Insites/Agoria 2008

7 Maturity Curve: Crucial to assess your actual position!

8 5 basic steps: Ask the right questions? AIDA(S)-model (Attention-Interest-Desire-Action-Satisfaction) is being replaced by DDD-model (Discovery-Discussion-Decision) DDD model driven by internet to scope the market and to compare products and services Individual buying cycle for products and services requesting a personalized mediamixwhich aligns itself with the changing information needs from procurement/buyer Strategic questions: internal scrutiny, competition, positioning, target group, product, service, channel strategy,.

9 5 basic steps: Ask the right questions? Operational questions: f.e. new or upgrade website Why a (new) website? Shop window Relationship Limit or reduce costs Transactions Interactive dialogue Determine SEM strategy Content Management System? Manage languages Photo s, video s, texts Metatags Integration CRM, ERP, Desired Service Level Service Level Agreements Peak, Downtime, Servers Interventions and costs Display Advertising Mkt SEM Content Integration Newsletters RSS Blogs Bluetooth Pod/Vod casting Mobile Mkt Gaming

10 5 basic steps: Build an effective online and interactive campaign? Evolution from passive to active interaction: new dimension with new set of rules: consumer interaction or consumer generated content Some basics to start a campaign: Book your url (DNS) Optimise homepage (mini)site to improve conversion Track traffic (and sources) Build traffic by bannering, campaign, keywords, local search and advertising User generated content and web 2.0 Social Marketing Viral Marketing Gamevertising

11 5 basic steps: Use benchmarks to measure success! Use Key Performance Indicators which are aligned with your business KPI s for B2B sites: Content websites (or information website) Recruit visitors First time visitors & repeat Pages per visit (bannering opportunity) Average visit time Lead Generation Websites Pages per visit Ratio offers sales Geo information New-Repeat E commerce Websites Revenue sales funnel Revenue per visitor Acquisition cost Customer Support Sites Customer Satisfaction Index

12 5 basic steps: Manage your campaign and analyse! Define your (measurable) goals and prioritize Define your target group and prioritize Define your budget Define performance indicators to measure ROI Plan your campaign (site selection, formats, interaction) Purchase media (CPM, CPC, CPA, hybrid) Conclusion& lessons learned (image/branding, sales, margin) Webanalytics tools (free of charge / purchase)

13 5 basic steps: Build intelligence and a relationship Customer Relationship Management is a vision, a company philosophy to identify the most valuable customers, to recruit them, to keep them and this in the most profitable way!

14 You want to know more? IAB workgroup B2B: Launch CookBook Workshop Online B2B Marketing (9h-13h) 29 October 2009 Subscription: Online B2B Marketing dec Pre-sales