Marketing Networking Customer Service Organization Other
RSS Facebook
About me
My blog aims to offer efficient solutions to problems and situations entrepreneurs and business men may face in their daily work. I offer you articles based on my personal experience and knowledge in terms of marketing and organization. I will review marketing solutions, but also methods to organize your work, improve your CRM, manage your customer service, develop your network, etc...
You can subscribe to my newsletter to receive each month my latest article.
I strongly encourage you to participate by sending your opinion and experience through the comments section.
Newsletter
English Français
A value is required.Invalid format.
Latest comments
Ret. AF, Hawaii AirGd
I had in 1994 gave a note for $5000 against my vacant land in a scheme and found out years later th (...)
Pyramid scheme and network marketing - avoiding traps - Wed, 16 Nov 2016 21:45:04
Choose the right Social Media platform for your business

Reply customers emails efficiently

Answer negative comments on your Facebook page

Organize your tradeshows and customers fairs
Home > Marketing - 754 views

07-08-2016

B2B Strategy in a buyer-empowered era - speaking @ ClickZ Live Hong Kong

With more and more Social Media and review sharing websites, it becomes a real challenge for B2B marketers to stand out from the crowd. Overview of my presentation at ClickZ Live Hong Kong 2016.

I was recently invited as a featured speaker at ClickZ Live Hong Kong to represent myfairtool and discuss marketing strategy.

B2B Strategy in a buyer-empowered era - speaking @ ClickZ Live Hong Kong

You wouldn't go to a restaurant or hotel without checking TripAdvisor, OpenRice, FourSquare or one of the other popular review websites.

The same phenomenon now applies to B2B: more and more platforms help comparing B2B services and products. But is isn't the only source of comparison: Social Media, blogs and words of mouth make it much easier to get feedback on a specific product before purchasing.

This new era of empowered buyers changes the way B2B marketers should do business.

B2B Strategy in a buyer-empowered era - speaking @ ClickZ Live Hong Kong

What is a B2B marketer in 2016?

B2B Marketers have a very different role nowadays compared to 10 years ago.

You can no-longer rely on advertising only - those who consider that finding the right spot in a magazine for an A4 ad is doing marketing are deadly wrong.

The role of marketers has changed a lot in the past few years. Now it involves reporting, strategy, online & offline, sales, trade shows, conferences, SEO/SEM/ASO, etc.

B2B Strategy in a buyer-empowered era - speaking @ ClickZ Live Hong Kong

KPI / OKR - a new era of reporting

It is now expected that marketing people track everything they do and constantly report on results.

But you need to differentiate High Level KPIs (on a company level, such as ROI for example) and Actionable KPIs (leads captured, conversions, etc) that marketers can have an impact on.

B2B Strategy in a buyer-empowered era - speaking @ ClickZ Live Hong Kong

Online VS Offline

Most offline strategies are now obsolete because expensive, very localized, difficult to target and almost impossible to track. But online might not be enough as it lacks human interaction. How to pick the right strategy?

B2B Strategy in a buyer-empowered era - speaking @ ClickZ Live Hong Kong

Offline strategies

Most offline strategies shouldn't be considered - except if you have a very local business with a large potential audience.

Nevertheless, there is one type of offline activity that is still highly beneficial for B2B companies: trade shows. Exhibitions are the only place where you meet with qualified prospects that both have the time and the interest to listen to you.

B2B Strategy in a buyer-empowered era - speaking @ ClickZ Live Hong Kong

Online strategies

It is essential to be present online. But what should you be doing exactly?

Remember - you live in a buyer empowered era, which means you want people to trust you. You need to increase your credibility.

B2B Strategy in a buyer-empowered era - speaking @ ClickZ Live Hong Kong

Develop a complete content strategy - blogging, guest blogging, LinkedIn articles, whitepaper, landing pages are a few examples of the right approach to content strategy.

To go a little deeper in terms of content strategy, I invite you to review my previous presentation at the Digital Marketing & Strategy Innovation Summit where I shared "The secrets of a good content strategy".

B2B Strategy in a buyer-empowered era - speaking @ ClickZ Live Hong Kong

How to generate and qualify leads?

Your marketing funnel is very simple. You need to generate leads through various campaigns, both online and offline. You then need to qualify these leads in terms of buyer persona, needs and sales funnel location.

Once done, you will be able to send targeted content and messages to push your prospects further down your funnel.

B2B Strategy in a buyer-empowered era - speaking @ ClickZ Live Hong Kong

This was just a short overview of my presentation at ClickZ Live Hong Kong 2016 but you can find my complete presentation in free access here: "Building Your B2B Marketing Strategy in a Buyer-Empowered Era" and share it around with other B2B Marketers looking to improve their current strategy.

B2B Strategy in a buyer-empowered era - speaking @ ClickZ Live Hong Kong

You should now be all set to review your current strategy and find out how to reach your empowered buyers with better tools.

Tags:

Was this article useful to you? Share your comments below:

Our partners:
List my daily tasks - Encrypt my sensitive data in a picture - Send an email to the future - Prepare professional quotations - 創藝裝飾工程公司 - myfairtool - The Exhibitor