Business marketing

ON PAGE

1. Quality of content = different elements to consider

a) Meta description is a bit of code in your web page header that displays in the

search engine result pages, and tells users what the page is all about.

b) Keyword density: how many times a keyword that is placed in the research is

repeated on a page

c) Internal link: pages that provide other relevant content or help the user to explore

topics are rewarded by search engines

2. Website structure = different elements to consider

a) Good navigation structure: the recommended structure is tree, users can reach

information in depth

b) Link to the homepage: it is important that there is always a link that refers to the

home page

c) Location: there must always be an indication of where the user is within the site

OFF PAGE

1. Connections

> links and authority of sites that refer to the company site, > authority of the company

site, > positioning on the search engine

SEA

Set of Identification of sources paid activities supplied by applications (increasing number

of functions allowed) designed for the creation and management of advertising campaigns

on search engines. Google ADS: It is a performance marketing tool (payment

for traceable and measurable results). Typologies of SEA tools:

- Search advertisement = These are text ads that appear on the results page of a

google search if the user has typed a query (eg question) corresponding to the

keywords chosen by the advertiser for his advertising. They are easily recognizable

because in the snippet (eg result box) the link is preceded by the nomenclature “Ann.”.

- Display advertisement = They consist of text ads, graphics (eg banners) or videos

that Google displays within third-party websites connected to its network. Other

placements are found within the Google audience network, that is, on partner websites,

within spaces reserved for display ads.

- Shopping advertisement = Used in e-commerce, they consist of product images

accompanied by brand, description and price. Shopping ads, in addition to appearing in

the appropriate "Google Shopping" tab , may be visible at the top of the SERP in a tab

that appears only when there are certain queries.

- Video advertisement = Finally, there are the positioning within the Youtube channel,

today also on Smart TVs. Trend in Japan that is gaining attention. In particular, the best

slot to get for your B2B commercial broadcasted is during news programs, mostly

watched by businessmen, where they are not likely to skip the commercials. Negative

aspects (costs, selection of the tv channel)

SEO and SEA have the goal of increasing site traffic and can work together. According to

a study *:

• Google users use one of Google's autocomplete

• 50% of Google users click suggestions 23% of the time. on the result within 9 seconds of

searching.

• Only9% of Google users go to the bottom of the first page of search results.

• Only6% have to visit four or more pages to get their question answered.

• The average search session takes 76 seconds to complete. And half of all research

sessions are completed within 53 seconds.

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After examining the various sources, you need to:

1. decide which ones to use

2. verify them

IC consistency is evaluated first, then it is decided whether to use other sources (AC &

OC). This choice presupposes knowledge of the total number of prospects to be acquired.

3 COLLECTION OF POTENTIAL CUSTOMERS

Potential "qualified" business customers = They possess characteristics that are

close enough to those of the ideal client They demonstrate a certain interest in the

company and / or its products / services.

To collect this information useful for customer qualification, the lead generation program

provides sharing of content (white papers, articles, e-books, videos, podcasts): this

content is offered to all the names included in the lead generation process and coming

from the sources that have been decided to use. The content should not be

specific as these potential customers are likely to be in the early stages of the purchasing

process.

WHEN DOES THE LEAD GENERATION PHASE IS FINISHED?

A lead generation program is considered finished when among all the prospects acquired it

has been possible to select those who:

1. They approach the profile of the ideal client. CLOSENESS

2. They have shown interest in the proposed topics INTEREST

A definitive conclusion cannot be defined as contacts can continue to flow over time, but a

deadline can be set beyond which subsequent contacts will enter the second lead

generation plan. Prospects who meet two previous requirements

move on to the next stage of lead management and because they have been qualified,

they become LEADs.

They must acquire trust and confidence in the company otherwise there is a risk of

"burning" the contact. 07/11/2024

LEAD MANAGEMENT

Lead management is «A set of activities to qualify leads, identify which leads are ready

to buy and nurture the ones who are not ready to buy yet»

To retain the contacts acquired, we have to underline out competitive advantage and

describe carefully the value we are going to pass on to customers.

Three phases:

1. Lead nurturing

2. Lead scoring = strategic approach where we are able to set the different criteria,

thanks to which we can decide if the contacts are to be passed to the sales

department.

3. Marketing automation

B2b companies stated the fact that personalization is really important: providing a

unique experience for the potential customers.

What do companies use personalised messages for? To drive engagement, to create

opportunities, to move towards conversion, to nurture relationships and enable buyer

research and to ensure customer success and renewal.

1 LEAD NURTURING

In this phase it is fundamental to create TRUST.

What is important? To create the right content

in the right moment.

Nurturing is gerund of to nurture which means

nurture, educate, care for, cultivate. In this

phase, the lead is cultivated and fed with

content that he appreciates, until he is ready to

become a sales ready lead

It is important to understand what questions the prospect will ask in order to convey the

most relevant content at each stage. The sequence of topic and information must allow

the lead to move forward in his purchasing process with the aim of solving his problems.

= EFFICENT CONTENT TO TARGET THE COMMUNICATION

The lead nurturing process is based on disseminating content that is valuable for leads.

Content marketing is a strategic marketing approach focused on creating and

distributing valuable, relevant, and consistent content to attract and retain a clearly

defined audience —and, ultimately, to drive profitable customer action. (Content

Marketing Institute).

It is not just the sharing of static content, but it is a strategic approach capable of

educating, inspiring and convincing potential buyers to become customers and sponsors of

their solutions

Example: ABB created a specific section on their website asking the potential customer

“what are you looking for?” and “latest news and stories”. Here, the company provides

immediately the right information asking or showing them directly.

Other techniques to retain potential customers = social presence in real time, usage of

sponsored contents, social setworks, collaborations with journals.

IN SUMMARY, the contents of a lead nurturing program should:

Solve lead problems / provide

 Talk about products after solutions gaining attention and trust

 Help them visualize

 Offer the results they find useful information they need

 Provide more important and relevant information than competitors

 Telling customer success stories

 Communicate to leads by engaging them from their perspective

 Leverage on rationality but also on emotions

 Encourage the lead to share

 Be built on the needs of the knowledge they have learned various decision makers

 involved in journey

The lead nurturing process is considered concluded when the lead is ready to be passed

on to the sales force, as it is very close to making a purchase decision. In fact, he followed

the whole program in a positive way.

In reality, a lead could be deemed ready even earlier if he has the online task of carrying

out activities that testify that he is close to making a purchase decision (e.g. visit the page

with prices). The marketing automation system will automatically notify the sales

department with a message and it will transfer the contact thanks to the CRM.

2 LEAD SCORING

While the nurturing phase concern strategy, scoring is a more practical way through we

can understand if the contact is ready.

It is a lead evaluation program that allows you to assign points to potential customers

based on their profile and behaviour based on their profile and behaviour. Each lead

accumulates points when it takes action (visits the website, opens emails, attends events,

etc.) and when it enters additional details in its contact record (job title, company size,

position, etc.). The lead scoring model includes both implicit and explicit evaluation

criteria.

Lead scoring addresses several issues that often belong to both marketing and sales. It

aligns both functions through the use of common metrics and can be a key component of

a service level agreement to define when the lead is considered a "sales ready lead" and

needs immediate follow-up. Lead evaluation criteria should be

defined and agreed upon by both marketing and sales teams so that both parties know

what to expect and that the process is continuous.

Lead scoring:

In order to build an effective lead scoring system, you need to align marketing and sales

and make sure the process is continuous. 3 ARE THE MAIN STEPS:

1. Define the profile of the ideal customer setting the main elements that make

up for the customer’s profile = Assign a score to the different criteria of the ideal

profile. The company must ask itself:

What types of companies usually buy the product / service?

 What types of people usually have the authority and budget to buy your product?

 profile

What fields does the sales team first look at when receiving leads, and what profile

 characteristics make them confident that they are a qualified lead?

OBJECTIVE: TO IDENTIFY CRITERIA THAT DEFINE THE BEST PROFILE

Examples of attributes: job title, job function…

The next step is to assign a SCORE to each criteria (attribute), usually from -10 to +10

or -5 to +5. The company can use any score, it must be ensured that the most important

criteria and those that indicate a higher probability of purchase are the highest in terms of

value.

Lead scoring is the process of categorizing leads in the CRM system so that the sales and

marketing teams can set priorities for action

2. Identify behaviours that indicate interest = Assi