just to introduce myself in a little more
detail i’m fortunate to have been involved in digital marketing since the mid-90s
believe it or not and uh i’ve enjoyed sharing best practices and my learnings as
i’ve worked with their clients as a consultant in in training workshops since
then and also in developing books such as digital business and e-commerce
management and the publishers they would just update the books every three years or so so what
i wanted to do to help marketers on a more active basis is to develop a platform where effectively
smart insights could be a virtual consultant and not just my knowledge but knowledge from
specialist uh experts so for example in the uh the business to business marketing area
we’re going to focus on today uh we have renee power who’s developed some resources
in our b2b digital marketing toolkit so we’ve we’ve worked to uh to create those uh those
resources and i’ll be taking you through um the you can see on the screen there one of our
most popular resources is a planning workbook which is actually a word document that you can
go through to very quickly uh develop your own strategy and i’ll be highlighting some of
the uh the uh the tools that are available within that we we like mind tools to help you
think i discuss with colleagues and agencies uh so we are going to have the questions as we
as we go through which will be great but if you do have any uh future uh questions i’m very happy
to uh to link up on linkedin of course and uh you can see that my expertise as well as strategy i
do like to uh to to get to grips with the details that matter in digital marketing so whether it’s
seo social media or email marketing or analytics so we will drill down into some of these uh more
practical topics uh as well so i’ve taken a look at your questions that you you asked when you
signed up for the webinar and that was really interesting and useful actually i’ve been able to
tailor the uh the the webinar and i think a lot of people are still at a very early stage in their
digital marketing and how they integrate that into their traditional marketing so we’re going to
start from this position is where should i start um and then there was also a similar question
is where can if i’ve already got a plan where where should i look to focus to get the biggest
incremental uh benefits so we’ll look at that as as well now this was a really interesting one
smart insights we find there’s a huge hunger um for people to to create digital strategies um and
it’s a very good question why should we do that when we’ve already got a marketing strategy and
my view is that you you very much should integrate uh digital with marketing but before you do that
you need to run a digital transformation program which really works through uh the opportunity
strategy in action as you can see on the right here so you can get buy-in from your colleagues
to explain the extent of the transformation that’s needed but in the future when you’ve
made that transformation it should very much be part of business as usual your overall marketing
strategy we have quite a few people talking about kpis uh key performance indicators and
i’ll give you some examples of dashboards that i think businesses should develop to to look
at this integrated strategy how well it’s working uh templates as i’ve said i’ll show you examples
of those maximum bang for buck people are asking uh naturally and and then some
more practical questions about lead quality and i hope to touch on that also
so to answer that question where to start what we believe is you need to review the current
situation and really see the gap do a gap analysis of where you are now against where you need to be
and if we take a look at this uh framework uh you can download this from the site if you’re a basic
member uh and in fact we’ve got a benchmarking template like this for all of the individual
channels as well such as some social media seo customer experience and so on so what we
would suggest you do is you score yourself on different criteria on a scale of one where
you’re just starting out to five which would represent the most advanced uh businesses in the
world and i’ll show you some examples from some of those later in the uh in the webinar now what i
believe is that what you must have for success to drive success is you do need a strategic approach
but coupled to that you need to be data driven and to have an optimization process so to start you
do need to define those key performance indicators in the dashboards and then to move to a more
advanced approach that we will talk about later as i mentioned uh at the start there with uh you
do i think often need a digital transformation program where you get senior management
to across the business to uh to buy in and put in place the resourcing because often
you’ll need new skills you’ll need new agencies for the very largest companies you may have
to actually restructure you might initially have a central um digital marketing center
of excellence but then through time you’ll um you’ll distribute as it says here decentralization
and reskilling you’ll have more people throughout the business in the marketing brand product teams
who do have the the digital skills needed having the right data and infrastructure is is really
important to drive success particularly when you’re you’re capturing leads you’re assessing
the quality of your audience and then following up through marketing automation which is is what
we’ll touch on as well and then finally with f and g here these are really the practical ways
the touch points that you have on your website and through your email and other channels so you
may need to make those fit for purpose of course even in b2b there’s an increasing number focusing
on um mobile access particularly for email so you have to get that work um looking across paid owned
and earned social media so that’s really the first uh benchmark to uh to to first take away is to
do a benchmark talk it through with colleagues and say okay at the moment we’re at level two
we need to work through so that we’re at level that three larger businesses only need to develop
to four or five for a smaller business level three may be sufficient now as i mentioned there
we do have a tool uh available on the site for our basic members so it’s really available
and expert members can record their improvement uh those are the paying members and just
to reassure you really that we do share how people score themselves and the vast
majority are at a very early stage because the transformation needed for digital marketing
is so huge uh so if you do think oh my god there’s there’s such a lot to do you’re you’re not alone
and it’s because digital is a is a moving target so the second takeaway is that as well as doing
that benchmarking we recommend you develop your own uh framework which will allow you to
focus your digital marketing activities now one of our commentators actually work through all
the channels that there are from if you imagine from you you’ve got your page in organic search
you’ve got your your your social media linkedin twitter facebook and so on and actually there’s
more than 100 channels when you look at it at that granular level so to focus it’s really essential
to have some planning frameworks and we’ve developed this framework we call race planning
uh based on the traditional marketing funnel now i’m going to run through in this webinar
each of these stages and introduce them so i’ll make this quite quick now i think the main
points are to say that you do need a focused plan and a strategy before you go into the tactics
for how you reach and convert your audience um and then the second thing is you do need very
clear kpis or measures and i’ve got some separate slides to talk against these uh later now you may
be thinking okay so yeah i know the conversion funnel but usually it’s something like attract
convert retain why is there this extra stage well actually we created this extra stage of
act which stands for interaction because it’s so difficult to achieve this online many people
will bounce off your uh your website in a matter of seconds if they don’t find the right content
or there’s not clear customer journeys so in a b2b marketing sense this is about developing leads
and capturing leads on on the site and then the conversion stages is working through building the
relationship maturing those leads to conversion and then engages the long-term customer
relationship to uh to develop customer loyalty boost satisfaction um and then get those repeat
purchases and our recommendations too of course that’s particularly uh relevant with social media
so for for our expert members on smart insights everyone can access the top level framework but
what we wanted to do was really give a complete road map of all the activities you have to
get right now it is quite daunting but we we hope that by breaking it down uh it will give
businesses the focus they need so for example in the interaction one i mentioned customer journeys
and lead capture those are two profiling as well those are two key areas you need to get right but
also looking at your content marketing strategy how you devise landing pages those are so
important on the site we’ve pulled those out as a separate activity and then um campaign
planning putting together a schedule for the next quarter or the next year um so so our belief
is that by drilling down into the details that’s what will make you successful and
you’ll see in each of the sections later in the webinar are quickly run
through these other activities just to uh to reassure you that this uh the
approach we’ve used is uh you know it’s based on in the first instance when i was consulting and
training with with colleagues of organizations we’ve been running this sort of process uh
since around 2000 when i first published my book and it’s been great
the adoption both by the large companies you can see here and also smaller
businesses um many of these will use the race planning framework but others will adapt it
and align it with their own framework so uh glaxosmithkline for example they’re
one of our expert members and they’ve taken the race planning framework and just
recast it so it works best in that pharma type type market but we’ve tried to develop
something that’s scalable that works across different types of brands but works particularly
well we think in in in b2b and you can see some of our um members here you know this this does
work we we research it and it’s making a real difference to uh to people’s businesses and
individually as well in their careers we hope so that gives you a background on our frameworks
let’s start now with a question in the poll so uh do you have we’ve said strategy is important do
you have a strategy is that an obvious question so we’re seeing the results uh coming through
and uh that’s that’s really interesting um so the majority actually saying no we’re
doing digital marketing but we don’t have a strategy that’s that’s around 58 59 so quite
shocking but maybe not so shocking if we think that people are on this webinar are likely
to uh to want to be developing a strategy but it’s good to see that we have around
a quarter so 24 where it’s integrated you have a digital strategy and it’s integrated
and then 17 where it’s defined in a separate document now this is actually uh thanks for
voting by the way that that’s uh that’s useful to see because it compares to similar research we’ve
done with the technology for marketing event um we will be at that show later in the year and we’ve
actually repeated this research uh recently uh so the way i see it is that for sure it makes sense
there’s so much that needs to be done changes to the organization for the transformation but it
does make sense to have a digital strategy but the starting point is a separate transformation
plan really and then which is the the light blue area of the pie and then the long term plan
would be to make it integrated as part of business as usual and it’s the digital activities
are aligned with what you want to achieve as a business so what i’ll mainly be focusing on
in this talk is developing a separate document but i’ll be giving you some ideas on how you can
um integrate as well as the vote there i just wanted to find um just for those of you who say
we don’t have a strategy you’ll need to uh to work with your colleagues to identify you’ll you’ll
have to justify why you need a uh a strategy so i was just hoping you could type in uh to the chat
box some of the reasons why you think it would be a good idea if there’s no if there’s no to have
a strategy what sort of problems might you hit uh if you don’t have a strategy or a long-term
plan for digital so if you could type those into the uh the chat box please and we’ll just see
what what you think share some of those ideas yeah so i’m saying thank you uh we’ve got
carol lee and talking about issues with uh with buy-in and getting content that’s one of the
structural changes in b2b in particular to empower your um perhaps people involved with
product development to empower them to write with because they have the
specialist knowledge about the market um you’ll never know if you’ve achieved success
uh linda’s saying that’s uh that’s that’s right and you won’t know how to improve you may
be improving leads from online but actually you’re missing out on opportunity because
your competitors are growing leads faster so just taking a look at some of these other ones we
have a strategy so yeah there’s no board buying that’s that that’s something we can perhaps
look at in terms of the questions at the end um wasted marketing efficiency i’m seeing from
anton and all me no measurable roi and hokie road map no commercial direction so a lot of obvious
things i think but we do have to uh to work hard to make the case to our colleagues and i think one
of one of our resources is called making the case for business investment in digital marketing and
we do recommend doing the sort of benchmarking so i would say score your um score your performance
and then another thing that i’d recommend is that you create a spreadsheet based model so
that you can see the volume of leads current based on your visits and how you can grow that and
look at a worse case than a best case so that the worst case would be if there’s no investment
but the best case is if you start optimizing how you can grow improve targeting how you
can improve your uh your lead generation so i think we saw i’m not sure actually we saw
the targeting one but this is one i’ll be uh talking about the online value proposition is your
content strategy and how you share that through social media we had several people mentioning
wastage lots of people mentioning the measurement and optimization side and not so many talking
about the integration but that’s another key challenge that you’ve got the sales and marketing
team and how they interact in business to business marketing is particularly important and you need
to work out that lead qualification and nurture through marketing automation so thanks very much
for those i’m going to uh speed up a little as we get into the uh the practical tools now and
then we’ll come back for for the questions uh in around half an hour or so so i mentioned that
you need that initial phase of developing a plan um now people often say well if you’re creating an
annual plan or even a two or three year plan how do you keep it agile the way we recommend you do
that is once you’ve got kpis in place you have 90 day reviews against performance uh actual against
target and you’re also running continuous tests on the site to increase your lead generation and i’ll
show you some examples of those later so the five key areas to look at in planning we recommend
is doing the um the capability review i showed you but also doing a digital swat which is your
strengths and weaknesses for the digital channel and how it integrates i’ll show you that in a
moment um we’ve talked about kpis and dashboards but i think also having a long-term vision of how
the company will be transformed in the in the way that lead generation works is really important to
bring all the employees along we’re not touching any more on that today but we’ve certainly got
resources on the the sites that help with that and then you need the road map and we’ll look
briefly at segmentation and targeting uh with an example from rs components so i think
it’s got a great they’ve got a great layered targeting model the other good way or the other
useful technique particularly for business business marketing is to develop customer personas
which should go across channels and really define the different audience
types in the buying unit how how your content will support them both in in
their work and um how you’ll deliver that content through through time so one of the resources
we have on smart insights is a persona toolkit if you google smart insights you’ll
see we’ve also got blog posts around how to develop this um with examples so that’s
developing the the online value proposition so as well as the uh the race planning framework
i wanted to introduce a couple of other frameworks that we have available that will help you again
these are all on the blog but with more detailed uh examples available for our expert members
and the first one is sostak which gives you an actual process for developing your plan and then
for continuously monitoring and improving um so that’s different from race which is race is more
around the actual tactics that you run on the site to to to improve your um your interactions with
your audiences what we also have is for strategic for campaigns that you run through the year um
content marketing plans uh as as well so this is the stack framework very widely used and voted
by the chartered institute of marketing as one of the most popular planning tools or models
and this is developed not by smart insights originally but my one of my co-authors
on the digital marketing excellence book pr smith that’s paul smith and he he developed
that originally as a marketing communications uh strategic framework and we’ve
applied it here um in in the books to uh to digital marketing so you can see one of the
beauties of swot is it’s very of um of soft stack rather it does start the swap um but but
it’s very easy for colleagues to to understand so where are we now where do we need to be how do
we get there what are the main strategic pillars of our digital marketing and then what’s the
details of the communications the media investment the contact strategy through marketing automation
and so that’s really everything to the right of situation analysis and tactics is the plan
and then you have the action and control to uh to review the the resourcing of that
through agencies and doing the research monitoring the kpis through analytics so if you
haven’t heard of soft stack i’d really recommend looking at the resources on smart insights or
paul’s got his own site you can take a look at as well now within stack we started off with the
situation analysis and then going into objective setting and strategy and what we recommend is
to combine those all together because although we’re saying you need a digital marketing plan
if you’re creating a 30-page plan it’s unlikely most senior management will review that for the
digital specialist you may well need a longer plan but you do need that top level exact summary and
one of the tools in our digital marketing library in the strategy toolkit gives you a word
template and some examples for b to b and b to c of of how you can create this so the
idea of this is words so you can just amend it so what we’ve what i found is a efficient when i’m
consulting is to develop a plan where in the left column you’ve got a table looking across the race
plan and then to put in specific smart objectives so for a consumer site you might say we’re looking
to increase visits by a quarter of a million uh per month and then what’s the main reason what’s
the source how can we justify that statement so in this case we’re looking to invest in seo because
we’re we’re perhaps limited in that and we’ve seen what competitors can do and we’ve modeled
the uh the the performance improvement so then these are the the strategies or the tactics uh
that that are used to develop to develop deliver against that and then you’ve got your kpis in
terms of increasing the volume natural search and then in the act this is
our our lead generation stage and then as a reminder the idea is this isn’t
a static plan you’ll review this every 90 days and you’ll update this um this plan as you’re
running the tests on on-site to boost conversion the the next specific recommendation of how you
create the plan is is to really take timeouts to consider how your market has changed with
the influence of digital marketing now you’ll know you’ll know your traditional competitors
but digital gives you new competitors through search marketing and it’s best to lay that those
out on a map so you can think um what type of site surveys and how can you reach them through
paid owned and earned media so this is a very good way of looking at how to invest in digital
media where media might be say google adwords or this is in this box here the google display
network mpus or digital banners that you might serve in social media and perhaps your video and
then with the owned media this is more about your your social media your own website and the
seo and the earned media would be traditional public relations so hopefully quite a few of you
have heard of that paid owned unsplit but it’s a good way to uh to break it out and then you think
we’re using those media channels here how can we find ways of interacting with our audience now
as you can see i’ve chosen this one because it was just a great visual it’s actually a consumer
example but for business to business this might be quite similar so it might be how can we use
face-to-face events how can we use webinars are there any ways we can develop a
content hub with relevant content for our audience so i’ll show you an example
of that content hub idea in a moment and then you’ll know the swot analysis which
is usually just four boxes uh within the smart insights templates we use what we call a
taus analysis where you put the strengths and weaknesses internally at the top opportunities
and threats on the left and then you combine the two to say what are our main um strengths and
opportunities strategy or weakness and threats so if we’re sort of poor at um conversion rate
optimization that might be one of our main strategies that we’re going to use in the year
ahead you’ll also notice here i’ve prefixed um each of the strengths and weaknesses with with
race so whether it’s an issue around reach or conversion or g for governance you know
perhaps there’s a resource issue or a brand issue that needs to be managed so i’d really
recommend this house framework because it’s forward-looking whereas traditional swots are
more backwards looking they’re bringing that all together in terms of the strategy i’ve mentioned
the use of personas so that you can tailor your your content putting the goals in place um and
then the segmentation targeting and positioning once that’s defined you can really work on the
content marketing strategy developer content hub to to engage your audience and to increase reach
and just just to give you an idea of how powerful this can be without smart insights in the last
year using search marketing based on our content strategy we’ve now grown to a stage where we get
over half a million uh visits or sessions on the site every month so that’s more than a million
page views and that’s really driven our lead growth by getting our content marketing right
now for us that’s seo that drives a lot of that improvement we get about 80 of our visits
by seo because we’re experts in that but social media i think in business to business um is
often a better way in terms of quick wins because seo is a sort of long-term play so those of
you who said well where should we start i think my recommendation would be to find the content
that works best for you and your audience develop some really stellar content that stands out in
the market and then use social media to share that through your partners and customers so in terms
of what that content should do this is what we call in the books online value proposition it’s
saying what can you add to your the experience of your audience so help them do their job help
them progress their career their professional development help them look good to colleagues
so the way that we do that on smart insights are stellar content is related to creating a digital
marketing plan because we know that’s that’s our core strength if you like and we know it’s
an identified need amongst our our audience so the the idea of segmentation and targeting
i wanted to give you a specific example of how you can do this if you’re a world um or a sector
leading companies so this is rs components and they um presented actually in our conference
a couple of years ago the way they do this so they’ve got very clear not a complex segmentation
in terms of the relationship with the company depending on the number of purchases and then
they combine the position in the life cycle with the behavior um so the type of products
that have been browsed they’re tracking those on the site i’ve chosen this example because it
actually using their marketing automation system they’re able to use um dynamic content to build
a very tailored communication just with quite a small team to do this so they let the marketing
automation system do the uh do the work so you can see here depending on the the way they’ve
assessed the way the person’s browsing the site or competing um reviewing the the email they’re
delivering these hero offers so this is um this is one here for the customer life cycle
it’s a it’s a prospect rather than a customer so they’ve got 10 percent off the newer
order so everyone can use this form of dynamic content so a bit of a shocking slide
here to uh just to emphasize the important measurement as many of you already have in
your comments so you do need a dashboard um and i think it needs to be channel based
uh for us it’s based around the race framework which is to show you a couple of examples you
might want to look at later when you download if you download the presentation so this is
sap they’ve got something similar to race um but they don’t actually have the number of
leads here because it’s more of a public presentation and then this is an online version
for an online b2b sas service um quite interesting because they’re actually sharing all this
data publicly if you go and look at the the buffer open that’s the social media service but
for smart insights and using google analytics what we recommend is that you tailor according
to the race planning framework like so so uh you want the the visits to the site but of course you
want to increase those two leads and conversion and that’s the most important thing to set up in
your google analytics yet google analytics doesn’t do that by default so you do need to add that
tracking in that would be a key takeaway in terms of the measurements um and then this will be your
traditional marketing automation or sales system recording the conversion through to the sales and
the quality of those those sales and and then in in the longer term the lifetime value of of those
sales so rather than just thinking of the volume of interactions online do think about the quality
and value you’re generating um as well and this is a company i’ve worked which illustrates this quite
nicely they were able to save for the leads that were generated on their side through this this
taster and it was actually a consumer business for people it’s a bit like our interactive tool
they were able to work out that when someone does the taster it’s worth nine pounds so they can then
work that through their analytics to see the value so that’s the the plan stage which is the
the longest section because i did want to uh to brace through so i’m going to go through in the
next five ten minutes or so quite quickly uh these other sections um so here we’re looking at media
effectiveness we would emphasize search marketing looking at the opportunity there then look at
your social media and influencer outreach plan particularly important for b2b to look
at who you’re going to communicate with look at using google adwords and paid
social media perhaps on facebook or linkedin and then put that all together into an acquisition
plan and campaign plan so that question of where do you prioritize i think it’s really useful
across your media to say look at the volume that you’re generating now and hope to generate
in the future against the quality and the cost so what we’re seeing here is high volume high quality
um and that’s really where you should focus your efforts by the 70 20 10 rule that’s where you
should be focusing because you’re getting the highest return on investment here so for
us that would be search engine optimization using some good targeted google adwords the
20 would be maybe where we’re already using linkedin and facebook the roi isn’t quite
there so we’re looking to optimize that and then 10 would be the new techniques that
come out month on months so google adwords got customer match for example you can use to
upload your customer list now that would be the ten percent where you’re you’re testing so
this is just to show uh with search marketing that there are the tools available to room
adwords you can estimate you can then look at your positioning this is a b2b example licensed
dashboard they want to get visibility for the the language that their audience uh covers so
it’s the content marketing that that fuels that as well now we cover content marketing under act
because that’s what drives uh lead generation um and it links through to customer journey
analysis because you’ve got to have the right pointers and signposts on the site
to point people to the right template and some of the talks you’ll hear on digital week
later on in the week are about how to personalize to get the right content in front of the right
person but that relies on generating leads profiling and then tailoring the message
so then we have the content marketing and optimizing the landing pages which
are so important in business to business and then putting together that editorial
plan so what we’ve tried to do is to separate out all of these key activities so that you can
work on those and the ones you’re not so strong on at the moment and give more detailed guidance such
as how do you use google analytics to work out which pages are generating the leads and to into
build on those so we’ve got time i think for one more poll uh at this point so we’re going to
look um optimization and think about okay if we haven’t done any optimization where do we start
should it be the home page should it be those landing pages we’ve talked about or some other
ones so let’s have a look to see uh what the uh the votes we’ve got there we’re seeing around
two-thirds saying landing pages are most important and then the home page and product pages
i think that’s about right for business to business i would say um you have to look at
the footfall in google analytics and often you do get a lot of people by volume
on your products and category pages so it can be worth optimizing those that’s
certainly the case um for ourselves but yeah landing pages are certainly a key area and i’ll
just show you some examples in a moment quickly so one of our templates is all about saying
review some of the techniques that you have now and then try and improve them if you’ve got this
sort of classic um carousel that doesn’t really speak the user’s language so you know what is
a sound portal most people wouldn’t know it actually stands for software us asset management
what you should be trying to do is to give more um just clearer plain english and so we’re going
to help you with your license management for your software that’s uh there’s still
probably a bit too much jargon here um but clearer calls to action there rather
than those carousels that we see on many b2b sites so we’re certainly huge fans of
content marketing and we produce a lot of infographics ourselves to explain the concept but
i’d say don’t just develop individual resources on landing pages you can do that as a starting
point but what you should do is to grow into having a resource center which is a content
hub so ourselves pubspot would be an example of where they’ve added value to their audience
by having a um a central area for all resources and then to answer this question where should
you start what i’d recommend there with your content marketing is that you develop a uh a plan
look looking at it’s really a content mapping so map the content marketing across the customer
journey from awareness to purchase and then think are we mainly doing emotional content or or is
it mainly rational so think about run a workshop and then to develop content in that in the
areas where you’re lacking i think often it’s a biz marketing there’s a lot of rational
content but perhaps not the in the investment in the more emotional triggers which can work
can work really well in instabiz as as well and then it becomes important to test your landing
pages not i’m not talking small changes here just um changing buttons color or headlines quite
dramatic changes and this one here um just to show you this is from what test one a huge difference
here through this much nicer simpler design um for this b2b provider but you can’t really second
guess you you were probably thinking okay that’s nice and simple that one would perform better
but i’ve got a counter example here that shows that the more complex longer form mobile
responsive page does perform a lot better so the challenger in this case uh actually worked much
better to increase leads so i do recommend this site which test one if you’re trying to explain
to colleagues while you should do this sort of optimization we’ve seen big um improvements in
smart insights using a tool called convert.com which allows us to run these sort of uh tests
this was just one test we did we use um a pop-up on the site to encourage people to to learn about
our resource center and through making one small change which was testimonials adding that to our
pop-up we increase leads by 10 so you can see in just a week we were able to work out um that we
were getting significantly more leads you know so across a month actually hundreds almost a thousand
more leads from making a small change so convert within the business to business context it’s
about using um both online communications and move using um sales based communications and
deciding on the best those are most appropriate and one of the ways we can do this is through lead
nurtural remarketing where we set up an automated welcome sequence that’s what we do on smart
insights and then you would tailor the content according to the audience so one of the things
we do is if you’re not a manager in a client-side business you see a different message to if you’re
working for an agency um as an agency owner we will recommend different content based on that
and then we’ll also remarket we will serve on google adwords google display network or facebook
or twitter will serve reminders that people have visited um so remarketing is very effective
business to business tactic i’d recommend personalizing when people are on the site that’s
something we do as well we’ll say i recommend content for different audiences and then you
need to look at your sales marketing integration as well look at the conversion rate optimization
also if you’ve got online sales um and then we’ve called out mobile separately because it is
growing importance for b2b although not as important as b2c now or it can be
more than half of the audiences so um in terms of following up on leads i think
this is the way we think at smart insights and you can’t you don’t have the resource to follow up
on everyone so it’s really where they’re showing that the audience is showing the highest level of
interest by the number of times they’re accessing your content or the type of content they’re using
and then the fit in terms of the size of business or the um whether they meet your your target
audience so you want to use a qualification by type of content your users have accessed
how they’ve clicked through on emails and then follow up by phone or or email
depending on the size of of company and then work out triggered emails how
how you follow up for different types of content assets being downloaded that’s all
your marketing automation okay i’ve got a couple of b2b exam easy to see examples here about
um optimizing just to show what you can do but i i think because of time is showing that you can
customize in different markets with the right tool um but i’ve i’ve talked a bit about optimization
already so i want to get to your questions so uh just to complete the picture then um this is a
once you have converted customers and how you use them as advocates how you onboard them using the
online help services give them a great experience and give great quality of customer service
all the good marketing success criteria but also email marketing and social media to stay in
touch with your audiences and help them to become advocates for the business so on this marketing
automation another simple mind tool i’d recommend that you can use is just do again a gap analysis
before or after across the customer life cycle where are you using email now or personalization
on the website against how can you do that in future so that’s the uh the before and the
after and then work that through into a new email communications new content to support those
new touch points so that is our race through race planning you can see we we really believe that
you need to go into the details to be successful because if you don’t go into these details and
optimize your competitors will so drive it by analytics create models of what the uplift is
in spreadsheets do those capability reviews develop the strategy so that you can have your
pillars for success create a long-term vision and roadmap and then really be relentless about
driving improvement through the sort of some of the optimum optimizations i’ve shown so i hope
you found that’s useful it’s a lot to take in but um i i know everyone on the call is is busy
and i want to get across as much uh as as possible and to give practical tips both for those of you
who are new or perhaps more advanced as as well so do get in touch on linkedin or follow us on
some of the other social channels but i’m very happy to answer questions there but i’d like
to just answer a few in in the time we have remaining so thanks for listening
and i look forward to the questions
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