Digital Business DevelopmentArjan van Liere

Present Media / Online Strategists

Present Media• Online strategiebureau• Inzet van online als business instrument• Team met basis in Enschede

Worldwide business changes....

National or worldwide?

Where to find:• (Niche) Segments – target groups – DMU’s?• Dealers – distributors – local partners?

Reach your global customerwith online !

- 24/7 available- speaks every language- never sleeps- always at hand- very cost effective

The online world is developing fast!

Growth internet penetration: 27% in 2013 to 38% in 2015

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Mobile will outnumber people in 2014

Souce: International Telecoms Union

8 out of top 10 most effective media channels for reaching the B2B audience are digital source: B2B Marketing Outlook 2011

Lead generation is the top objective (54%) of B2B digital marketing programs Source: Webmarketing123

Source: What’s on the mind of the engineer - Market Outlook

Source: What’s on the mind of the engineer - Market Outlook

Definition Digital business development

Enable national and global companies that need to leverage innovations to larger (mass)markets and stay competitive (also against niche players).

Use online to reach (in a relatively inexpensive way) segment markets and audiences in different phases of decision making process.

Capture potential leads

Create funnel

Retain leads

Capture and retain leads by creating a funnel

• Inspiration• Proofpoints• Nurturing• Lead-generation• Follow-up

example

Step 1 Definition of campaign strategy

• Scope of markets• Online goals and

objectives• Target group and

influencers• Consequences

RESULT - Foundation and scope of campaign, needed to define details in next step

Start with understanding the markets and the need of potential customers

Generate ideas Share knowledge

Design & prototype

Step 2 Definition of campaign details

• Core message/concept• Touchpoints• Conversion tools (Calls

to Action)• Measurement (KPI’s)

RESULTDetails that are necessary to create and implement a campaign

Create a unique proposition and find the right touchpoints

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Website

Step 3 Activity plan

• Implementation activities

• Planning• Capacity• Parties involved

RESULTGuideline and steering tool for realization

Activities

Organisation strategy and focus areas

Customer needs

Decision making/bying process

Market audits

Trends & developments

Visibility scan

Benchmark/examples/best practices

Forcefield analysis

Stakeholders analysis

Partner/disti analysis

‘Problem definition’

Market segmentation

Target audience

Influencers of target audience

Persona’s

Goals/objectives

Strategic modelling

Role of online

USP’s to address

Pricing model and return

Key matrix/KPIs

Channel strategy

Nurturing strategy

Messaging

Interaction/CTA definition

Marketing

Concept

Interaction design

Navigation design

Content

Visuals

Cascasded flows

Digital marketing

Measurement

Nurturing analysis

Sales support

Sales performance

Dashboards

Outpu

t

argumentation for need to develop

developing areas and how online can in achieving goals

plan and activities that give direction and overview

approach (creative, content, functional) per channel

result measurement and adjustments

Research & analysis Strategy Approach &

PlanningCreation & Channels

Monitoring & Support

In detail

E-blasts

Internal communications

Call-to-Action (CTA)

Distribution activities

LANDING PAGE

Online banners

Collateral

Use integrated digital media

Funnel management is a process

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Example approach

Case

Volans Rowing ontwikkelde een compacte, lichte, stabiele en wendbare roeiboot van nieuwe materialen, de Volans2. De romp is een combinatie van een kano en een roeiboot en is uitgerust met een sliding rigger, niet het stoeltje beweegt, maar het deel met de riemen.

• Develop new (international) markets for the Volans 2

• Setup an online campaign for DMU and influencers

• Goal: 100 leads in 2013

Case

http://www.presentmedia.nl

Thank you!