Playbook. The B2B Marketer s Playbook

Transcription

1 Playbook The BB Marketer s Playbook

2 Seth Godin, marketing guru and inspiration for an action figure (true story), once said, The only way to consistently grow in BB is to be better than very good. That can be said of marketing in general, but BB marketers face a lot of unique challenges. BB sales cycles are longer and more complex. There are many people that influence the decision to buy. And a recent survey reports 4% of BB buyers say the number of people involved in purchase decisions has grown over recent years.¹ What does this mean for you? Basically, you have more people to please. But that s not all. Once you get a customer, keeping them is another hurdle. In 05, 54% of BB marketers said that customer retention was an increasingly difficult challenge, up 0% from the previous year.² So, as a BB marketer, how do you break through the noise and wow every decision maker? And once they re a customer, how do you create an experience that builds a loyal relationship? This playbook was designed to show BB marketers how to incorporate elements like personalization, live data and contextual targeting into an to create an unbeatable customer experience that speaks to their needs in the very moment and context they re in when they open it. By providing a one-to-one experience that delivers personalized, highlyrelevant content, you can win customers over time and again, from that first touch, through the nurture process, then as a happy, loyal customer.. Demand Gen Report,. emarketer

3 . Introduce Them to Your Brand: The Welcome You have a new subscriber to your list. All that hard work has paid off. Well, almost. This is just the first step in building a relationship with a business but it may be the most important step. Welcome s have 86% higher open rates and three times the transaction rates of standard marketing s.¹ So take advantage of this opportunity to wow them, win them over and make them a lasting, loyal customer.. Personalization Personalized s have 9% higher open rates and 4% higher click rates.¹ Adding the recipient s name is a great way to create a one-to-one experience.. Live Blog Feed Pulling in a live blog feed or a social feed adds value and extends the reach of thought leadership content. It also solves the pervasive pain point of any marketer creating new content to put in an .. Live Polls Include live polls in your s to collect data on user demographics and preferences and build a consumer profile. Adding gamification elements, like live polling, can lead to a 00%-50% increase in engagement metrics.² Tip: Live polls can increase engagement, but they can also be used to gradually build consumer profiles. By progressively collecting data on demographics, preferences and behaviors, you can tailor future s to better target the individual recipient with more relevant messaging Video in Video is a great tool for increasing engagement. Including video in an can lead to a 00-00% increase in click-through rate.³. Experian,. M Research,. Forrester

4 . Move Them Down the Funnel: The Conversion can be a highly effective tool for turning leads into loyal customers. A recent report shows it s 40 times more effective at acquiring new customers than Facebook or Twitter.¹ And, marketing is reported as the most effective tactic for lead nurturing among top-performing BB marketers.² But for brands trying to drive action with , there s still work to be done. Just grabbing the attention of a consumer who is already inundated with marketing messages can be a challenge. So, once you have their attention, deliver an exceptional, personalized experience that will set the tone for your relationship and help drive them down the funnel.. Location Targeting Create a more personal experience and use dynamic rules to pull in the contact information for the recipient s personal or local account manager.. Geo-targeted Directions Offer added convenience with a live map and directions to nearby locations.. Live Twitter Feed Continue to build trust by providing access to valuable information with a social media feed. Live social content also keeps dynamic and engaging.. Forrester,. McKinsey

5 . Create App-like Experiences: Event s 75% of marketers say events are among the most effective marketing tactics they use.¹ They also usually take the biggest chunk out of your budget. So, getting people to your events and creating an experience that will keep them coming back is more important than ever. By sending contextual s with live data, you can create an app-like experience in the inbox that will help recipients get the most out of your event, all while you get your message out. You can also save time and resources by building one that updates with new content before, during and after the event. Pre-event . Personalization Use CRM data or an API to target recipients with personalized messaging and call s to action based on whether they have registered for the event. Registered Recipient. Countdown Timer Build excitement and a sense of urgency with a countdown timer that encourages recipients to register.. Video Build anticipation by including video from last year s event and encourage recipients to check back during the event to access a live stream of presentations. Unregistered Recipient. Salesforce What s an API? Application Programming Interfaces (APIs) are used across a variety of platforms and channels, and allow marketers to unlock data and add functionality to s that enrich the user experience.

6 . Create App-like Experiences: Event s During-event . Personalized, Dynamic Messaging Create a new message each day to welcome them to the event and highlight the day s activities.. Live Streaming Presentations Whether they re in line for the restroom, at a break-out session, or stuck in traffic, you can offer your recipients access to key presentations from anywhere. Using a web crop, just pull in a live stream of your event from your website.. Live Social Engagement Don t forget to encourage social engagement. Pull in your Twitter feed, or use a hashtag to curate attendee tweets about the event. 4. Geo-targeted Maps Make it easy. Give them directions to the location from wherever they are right in the . Tip: Keep event-goers on track and informed with a live daily agenda in the . Use a web crop from your website to pull in each day s schedule. If the online schedule is updated with last minute changes, the daily agenda in the will automatically update. 4

7 . Create App-like Experiences: Event s Registered Recipient Post-event . Personalized, Dynamic Messaging Send customized messages based on whether the recipient attended the event or missed out.. Video Offer video of highlights to drive traffic back to your website.. Live Social Engagement Add compelling, authentic visuals and increase engagement with social channels by pulling in a live stream of Instagram images. Unregistered Recipient 4. Event Calendar Promote upcoming events with a web crop of a calendar from your events page. 4

8 Conclusion marketing now offers BB brands exciting and innovative ways to get and keep customers. Incorporating these tactics into your strategy is a simple win. Use this checklist when you re planning your next campaign: Create a Welcome That Uses: Personalization for more relevant messaging Social engagement Live polls that allow you to progressively profile Video Offer a -to Conversion Experience With: Location targeted content Access to personal account managers Thought leadership and other helpful information via social media Founded in 00, pioneered the application of contextual experiences to and has powered over 00 billion live content impressions. clients can use any service provider to deliver dynamic content that changes, in real-time, according to the context of each individual consumer. More than 50 innovative companies including The Wall Street Journal, ebay, Finish Line and Saks Fifth Avenue use to Market in the Moment and optimize their campaigns to drive ROI. The company is headquartered in New York City with offices in London and San Francisco. For more information, visit Ready to Get Started? Contact contact@movableink.com movableink.com blog.movableink.com pinterest.com/movableink twitter.com/movableink Create an App-like Event Experience Before, During and After An Event With: Messaging that is targeted to each recipient Live content that s updated throughout the event Streaming content using a web crop A live social community experience