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| Date post: | 18-May-2015 |
| Category: |
Marketing |
| Upload: | selasdia-robotic-salesman |
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Introduction
B2C vs B2B marketing
Image from WikipediaImage from Wikipedia
The difference between B2C and B2B marketing
is one of
targeting
Image from WikipediaImage from Wikipedia
If the product is a B2C product
Customer Customer Customer
Accountant
B2C – A large segment of the world is aProspective Buyer
Image from WikipediaImage from Wikipedia
If the product is a B2B product
Not a customer Not a customer Customer
Accountant
B2B – People in Specific Roles in Firms areProspective Buyers
Image from WikipediaImage from Wikipedia
A description of a prospective B2B buyer is calledthe B2B Buyer Persona
Not a customer Not a customer Customer
Accountant
If the product is a B2B product
Buyer Persona Modeling inInteractive Marketing Automationor Social Sales Automation Systems
B2B Buyer Modeling allows the automation system to
1. Build lists of people who fit a B2B persona (prospects)
Once the lists are built, the systems can:2. Identify email and social channels for communication3. Score and prioritize the prospects to interact with4. Obtain social context for interacting and connecting5. Identify key influencers of prospects’ buying decisions
Use Case 1: Lead Lists
B2B Lead Lists
Lists of Prospective Buyers
1. Used to be built by hand2. It could take up to a day to manually add 20 people to the list3. They can be purchased from firms that sell them
The Lists can now be built by robotic crawlers using a B2B
buyer persona model
B2B Buyer Persona ModelBuyer Persona 1 – Buyer of digital marketing software
1. Job role: CMO2. Keywords: marketing, digital marketing, #smm3. Seniority: AVP or higher4. Location: Any5. Vertical: Any
An Example
• Social media sources like LinkedIn and databases like Crunchbase provide structured data on prospects.
• Sources like Twitter can be mined using unstructured data extraction tools to identify prospects who match a B2B buyer persona.
• Graph cues such as who follows whom and intentional clues such as what a prospect asks about can reveal interest and intent.
Social Media for List Building
Web Information Extraction for List BuildingModern AI tools can search the world wide web
much like a human would.
Use Case 2: Building Brand Awareness and an
Audience for Content Marketing through
Interaction
The AI can come up withInteraction Recommendations
Interactions Build Awareness
Interactions Get You An Audience
Interactive Marketing is Importantfor SMEs because:
Content marketing can be ineffective if your
competitors can produce more content than you and if your social media
outlets have no audience
Image from WikipediaImage from Wikipedia
Where Your Content Marketing Doesn’t Work Great
Your content Your competitor’s content
YouYour competitor
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Where Your Content Marketing Doesn’t Work Great
Your followers Your competitor’s followers
YouYour competitor
You can’t bootstrap an audience for content marketing using content marketing if the probability of your content being found is way too small.
But you can bootstrap an audience using interactive marketing no matter how
weak your position is.
Image from Wikipedia
Content Marketing ROIBudget is $1010 eyeballs
Cost Per Prospect Awareness = $10
Cost Per Awareness = $1Prospects = 1
ROI Comparison
Image from Wikipedia
Interactive Marketing ROIBudget is $10 1 hour’s salary
Cost Per Prospect Awareness = $1
Cost Per Awareness = $1Prospects = 10
Interactions = 100
ROI Comparison
10 times better! On target all 10 times!
Use Case 3: Lead Scoring
Use Case 4: Influencers
