Marketing A B2B Marketing Best Practice Guide

Transcription

1 Marketing A B2B Marketing Best Practice Guide Published December 2010

2 CONTENTS Best Practice Guide Introduction Contents...1 About B2B Marketing...4 Executive summary...5 Authors biographies...8 Section 1 Background to marketing 1.1 Introduction Key factors to consider...13 Section 2 Developing your newsletter strategy 2.1 Introduction Setting objectives Database creation and management Developing a communications schedule Selecting the right platform option Avoiding spam Managing opt-outs and emotional unsubscribes...28 Section 3 Content 3.1 Introduction Set up a content strategy Make it compelling The content path to conversion Calls to action drive conversion Different types of messages Make your content scannable Posting content in the or on the website? Use content to get new subscribers Tracking content gives you powerful intelligence Summary...41 Best Practice: Marketing B2B Marketing

3 Contents Section 4 Design and formatting 4.1 Introduction Objectives The grid Above the fold Understanding Outlook Don t forget mobile users Image formats...45 Section 5 Managing data and distribution lists 5.1 Introduction Always aim for opt-in Make sign-up easy Keyword consistency Tailoring to the smartphone The opt-out process Customised opt-in Requesting information The unsubscribe link Temporary opt-out Recipient feedback Mailing list management Summary...53 Section 6 Analysing the results 6.1 Introduction Reporting What to expect from your platform? Industry standard statistics How to improve your s Understanding user behaviour Auditing and benchmarking effectiveness...61 Best Practice: Marketing B2B Marketing

4 Contents Section 7 Segmentation 7.1 Introduction Understanding the value of marketing What is segmentation? Why segment? Does segmentation work? Managing and collecting data Putting segmentation into action Using segments to analyse campaign success The secret to advanced marketing Summary 10 steps to segmentation success...70 Section 8 integration 8.1 Introduction Strengths and weaknesses of Integrating into the customer relationship Integrating into your brand personality Integrating into the customer journey Integrating into the decision-making process Integrating into social media Summary...80 Section 9 Automation 9.1 Introduction What is marketing automation? Using triggered messaging Closing the sales/marketing gap Selecting a vendor Summary Key learnings...90 Best Practice: Marketing B2B Marketing

5 About B2B Marketing B2B Marketing is the comprehensive information resource for businessto-business marketers. Its mission is to provide practitioners with the information they need to perform better and achieve more, whatever sector of the B2B space they are operating in. B2B Marketing is a multi-faceted resource, delivering a broad range of content in a variety of different forms and formats. Its key products are: B2bmarketing.net: An interactive community and content archive, focusing on the key aspects of business-to-business marketing via its Knowledge Bank portal. Interactive elements include forums, blogs, webcasts and a suppliers directory. B2B Marketing magazine: The essential monthly guide to business-tobusiness marketing, with a key focus on best practice guidance, plus monthly features looking at current trends, regular research, profiles etc. The B2B Marketing Awards: The showpiece event for brands and practitioners, attended by over 600 people, and with winners including a host of top-tier B2B brands, including Barclays, TNT, American Express, HP, Microsoft, JCB, Symantec, Volkswagen, Stanley, RSA, and many more Events and training: Regular seminars and training sessions aimed at helping marketers hear and learn first hand from the experts in order to hone their skills. Research and reports: Indepth research and analysis into key marketing issues and trends, offering exclusive insights and practical guidance. The product line includes best practice guides, benchmarking reports and buyers guides. Premium membership: Become a premium member and receive all of our research and guides for free. You will also receive exclusive invites to members-only networking events, get discounts on our training, seminars, conferences and receive a subscription to our monthly magazine. There are different levels of membership available so please call to find out more. For more information on any of these products or services go to or call Best Practice: Marketing B2B Marketing

6 Executive summary Section 1. Introduction This chapter will provide an overview of in the current B2B marketing environment. It will focus on the mixed messages and conflicting perspectives regarding s status, potential and prospects. It will also examine the major issues affecting marketing, highlight the key factors marketers need to consider when planning or reviewing their activity, and provide a context in which the rest of this best practice guide can be read and understood. For marketing to be effective, it must be based around a clear and robust strategy Section 2. Developing your newsletter strategy For marketing to be effective, it must be based around a clear and robust strategy, which ties in with broader marketing and business objectives. This section will help you devise such a strategy and understand how to deliver this on a tactical basis. It will examine how to set objectives and how to understand and focus on different audiences or customer groups. It will also look at developing lists and a communications schedule, choosing an marketing platform or service provider, spam and issues surrounding subscriber loyalty. Section 3. Content Any marketing strategy or campaign is only as good as the content that it utilises, a fact becoming increasingly understood by marketers in all sectors. Content will ensure that your marketing performs and continues to perform as a customer engagement tool, and that it is effective in ensuring your customers understand the value and relevance of your offering. This section will focus on how to make your content compelling, how to ensure that it effectively drives conversion and how to make it scannable. It will also look at profiling the different kinds of content that could be included and will compare their various merits. Section 4. Design and formatting The effectiveness of your in ensuring it communicates the correct message is largely due to design and formatting. This chapter will explore issues surrounding the creation and management of design ensuring a consistent brand experience, and developing a profitable relationship from existing customers and prospects. It will consider issues such as subject lines, grid-based layout systems, use of images and image formats, the relevance of the fold and its impact on your messages, use of multiple page templates and considerations for mobile usage. Section 5. Managing data and distribution lists Research conducted by the Direct Marketing Association (DMA) indicates that carefully monitoring and managing who you send Best Practice: Marketing B2B Marketing

7 INTRODUCTION Executive summary communications to will drive 50 per cent more response than the creative content or timing of what you send. A little time and care in this area can provide the foundation for any programme to achieve its fullest potential. The section will discuss driving registrations, managing opt-outs, data hygiene, integrating different platforms and discrepancies such as the out-of-office dilemma. Section 6. Analysing campaign results This chapter will focus on the importance of analysing the results of your marketing endeavours. It will look at what determines the outcomes you can expect to achieve (both good and bad), the underlying reasons and the role that plays as a channel for sales call prioritisation and lead development. From establishing your business objectives to the selection and operation of a suitable operational platform, this section will discuss the roles that technology and customer engagement play in applying as an immensely powerful sales and marketing tool. It will look at how to capture, aggregate, store and use customer data to maximise its potential and how this information forms the capability to deliver highly targeted oneto-one marketing strategies. It will also examine the role behavioural analytics plays in design, appropriateness, development and statistical testing. Research conducted by the Direct Marketing Association (DMA) indicates that carefully monitoring and managing who you send communications to will drive 50 per cent more response than the creative content or timing of what you send Section 7. Segmentation and targeting The more focused your activity can be in terms of its content, the better it will address the needs of a target audience and therefore the more effective it will be in meeting marketing objectives. This section examines how to segment and target your marketing activity in order to maximise its effectiveness. It will examine the value of an address, how to manage data into effective and viable segments, how to implement a segmentation strategy and how to analyse your results. Section 8. integration This section will focus on how to integrate as part of a thoughtfully constructed marketing strategy. It will address: Integrating into your relationship with the customer: How the nature of activities depends on the relationship with the customer, and the different levels of relationship that brands can have with prospects and customers across . Best Practice: Marketing B2B Marketing

8 INTRODUCTION Executive summary Integrating into your brand: How all activities need to be consistent with the brand s voice and personality. Integrating into the decision-making process: The different roles that marketing plays at different stages in the buying cycle, from need identification through to post-sale. Integrating into social media: The emerging issue of how complements social media strategies and plays an important role in helping to develop a social media presence. B2B marketers ability to immediately respond to customer or prospect behaviour can be the difference between relationship-building, revenue generation and missed opportunities Section 9. Marketing automation the next step for ? In today s competitive and cost-sensitive environment, marketers are increasingly relying on marketing automation solutions to improve effectiveness and drive results. B2B marketers ability to immediately respond to customer or prospect behaviour can be the difference between relationship-building, revenue generation and missed opportunities. Marketing automation enables companies to implement sophisticated, triggered communications programmes that respond to recipient actions and interests. In examining the nuances of an effective marketing automation platform, this chapter will reveal what marketers need to look for and the questions they should ask when selecting a vendor to help optimise their process; from campaign planning to execution to analysis. Best Practice: Marketing B2B Marketing

9 Contributors biographies John Bottom Co-founder, Base One John is a co-founder of Base One, a specialist B2B agency based in Teddington, London, where he holds the title of head of content and communications. A regular speaker, author and blogger, John began his career as a copywriter, which explains his fondness for the art of communication. Much of his current work involves both planning and advising on digital communications, from to social media. He is also involved with how brands can be effective in not only conveying a distinctive personality via consistent tone of voice, but also driving business through compelling messages. john.bottom@baseonegroup.co.uk Tel: Peter Byre Client services director, Concep Peter has worked at Concep for five years and in that time has worked with many professional service firms, helping them to get the most out of their marketing. As client services director, he provides strategic direction to the existing customer base, enhancing and optimising client performance using Concep's various digital communications solutions. He also manages the growing team of account managers within the business. peter.byre@concepglobal.com Tel: Best Practice: Marketing B2B Marketing

10 INTRODUCTION Contributors biographies Denise Cox communication specialist, Newsweaver Denise Cox is the communication specialist for Newsweaver, an engagement specialist, providing unique microsite technology, advanced personalisation and in-depth customer insight to more than 1500 organisations in 26 countries. Involved in all aspects of marketing for over 10 years, Denise is a regular speaker at conferences and seminars, as well as conducting marketing workshops throughout Europe. Denise also contributes to a wide variety of publications around the world. dcox@newsweaver.com Tel: +353 (0) Richard Evans Director of marketing EMEA, Silverpop Richard attended Georgia Institute of Technology where he earned a Bachelor of Science degree in public policy with a focus on Internet and telecommunications. With more than a decade of experience in the field of marketing, Richard currently leads Silverpop s marketing efforts throughout EMEA. Prior to this role, he managed product marketing for Silverpop, developing the company s go-to-market strategy for its Engage product line. Before joining Silverpop, Richard was vice president of interactive services at Target Resource Group, where he spearheaded the development of a suite of online marketing tools. He also provided marketing counsel to north America s largest and most renowned performing arts companies in the areas of marketing, direct marketing and ecommerce. Richard has served in executive and marketing roles as the managing partner of EM Interactive Media in Atlanta, as well as at Nortel Networks. revans@silverpop.com Tel: Best Practice: Marketing B2B Marketing

11 INTRODUCTION Contributors biographies Skip Fidura Digital director, DotMailer Skip has been in marketing for over 15 years, having worked in contact centers, direct marketing, customer analysis, and digital marketing. Most recently Skip was partner at OgilvyOne London and prior to that he was the director of European operations for Acxiom Digital. He has worked with clients such as Hallmark, BT, Kodak, HP, and Travelocity. Tel: Anthony Green President and co-founder, Concep Anthony Green is the president of Concep's north American operations. He is an industry-thought leader on digital marketing and business development for professional services firms. Anthony is heavily involved with the LMA (Legal Marketing Association) New York chapter and is an active member of AAM (Association of Accounting Marketing). Anthony was the founding chairman of the IAB UK B2B council and a member of the IAB UK marketing council. Anthony regularly presents for the LMA, ILTA and AAM and was named one of the top 20 B2B marketers in the UK in anthony.green@concepglobal.com Tel: Best Practice: Marketing B2B Marketing

12 INTRODUCTION Contributors biographies Tink Taylor Managing director, DotMailer Tink is one of the founding directors of the DotDigital Group ( established in 1999 as a full-service digital marketing agency. With offices based in London, Manchester and Northampton the agency drives site traffic and sales through strategy and design, providing smart, easy-to-use but sophisticated digital marketing products along with creative and consultative services. Tink is managing director of DotMailer and a member of the marketing councils at both the DMA and IAB. tink.taylor@dotmailer.com Tel: Twitter: twitter.com/dotmailer Andy Thorpe Deliverability and compliance manager, Pure360 Andy is the manager of customer accounts at marketing company Pure360. He and his team manage the vast majority of Pure360 s customers, offering proactive marketing consultancy, advice on how to get the best out of the software and general account management. Andy first joined Pure360 as a customer account manager in 2006 just after attaining his honours degree in business software development. He is a keen blogger, contributes advice and tips on many LinkedIn groups and occasionally finds the time to update his own marketing blog: GetInTheInbox.com. contact@pure360.co.uk Tel: Best Practice: Marketing B2B Marketing