GOLIN DIGITAL
Zaheer Nooruddin Digital Technology, Media, Marketing in Asia and China.
Digital Marketing
@DIGIBLE
@GolinGlobal
We are content marketing consultants that help B2B companies across Asian markets to be industry thought leaders and meaningfullyengage with audiences
Driving business growth by building more brand relevance, awareness, leads and buying intent.
Questions
- New channels - Why?
- How much to spend?
- How to generate leads?
- How to measure results?
- Why take a risk?
- When will we see results?
- How much time involved?
- Which agency can support?
- Do we have the team in-house?
B2B Digital Marketing
Inbound
Outbound
1
2
Answers
Average Cost Per Lead through inbound digital marketing ($143) is less than half the average for outbound digital marketing ($373).
econsultancy
Answers
Lower costs.
Better ROI.
Answers
Two-thirds of B2B customers say that content from companies helps them make better purchase decisions.
More than a half say they are more willing to buy another product from a company that produces valuable content.
econsultancy
Answers
Digital Content = More Traffic.
B2B companies that blog 1-2 times a month generate 70 per cent more leads than those that don’t blog.
B2B companies that increase blogging from 3-5 times a month to 6-8 times a month almost double their leads.
Digital Content = More Leads.
Answers
More Than Leads Generation.
Quicken Path to Purchase.
Build Stronger Online Corporate Reputation.
78% of CMOs
think digital content is the future of B2B marketing.
econsultancy
Know Your Goals.
Step 1
Write down what your business wants to achieve in the next 6-12 months?
Step 2
Write down what marketing wants to achieve in the next 6-12 months?
Prioritize Your Goals.
Know Your Audience.
TA Profile 1
TA Profile 2
TA Profile 3
TA Profile 4
Audience Profiling.
Know Your Audience's Digital Behavior.
TA Profile 1 - BEHAVIOR
TA Profile 2 - BEHAVIOR
TA Profile 3 - BEHAVIOR
TA Profile 4 - BEHAVIOR
Define Audience's Decision Triggers.
TA Profile 1 - Inflection Points, Triggers.
TA Profile 2 - Inflection Points, Triggers.
TA Profile 3 - Inflection Points, Triggers.
TA Profile 4 - Inflection Points, Triggers.
Know Your Audience's Channels
Channel 1
Channel 2
Channel 3
Where do they spend time online?
Channel 4
Channel 5
Research Your Channels
Channel 1
Channel 2
Channel 3
Key Features
Key Features
Key Features
Channel 4
Key Features
Channel 5
Key Features
Select Your Channels
Channel 1
Channel 2
Channel 3
Key Features
Key Features
Key Features
Branding
Content
Branding
Content
Branding
Content
KOLs
KOLs
KOLs
Test Your New Channel
Channel 1
Key Benefits
Audience
Content
KOLs
Integrate New Channels
Channel 1
Channel 2
Channel 3
Website
Blog
Video
Digital Publishing Plan
Channel 1
Channel 2
Channel 3
Theme
Topics
Content
TA Profile 1
Time
Theme
Topics
Time
Theme
Topics
Time
Content
Content
Branded
Third Party
89% of B2B marketers agree that 3rd-party content is more credible than brand content.
EMarketer
Work with Credible Content Producers
Theme
Topics
Content
Time
Experts
Academics
Media
Focus on Creating Value across Audience Profiles
Theme
Topics
Content
Time
Theme
Topics
Time
Theme
Topics
Time
Content
Content
Establish & Extend Your Brand's Voice Into New Channels
Channel 1
Channel 2
Websites
Blogs
Video, video, video
70% of B2B marketers use video in their marketing mix.
HubSpot
Social Selling
B2B companies with executives on professional social networks =
4x inbound leads.
HubSpot
"Content marketing is all the marketing that's left."
- Seth Godin
THANK YOU.
Learn more at www.golin.com/asia
B2B Inbound Digital Marketing Strategy in Asia
By GOLIN DIGITAL
B2B Inbound Digital Marketing Strategy in Asia
Best practice in B2B digital inbound content marketing in Asia. An introduction deck by Zaheer Nooruddin, Head of Digital Innovation, Asia at GOLIN.
