B2B Marketing Handbook About Mtame Mtame Inc Shinjuku Monolith 19F 2 3 1 Nishi Shinjuku, Shinjukuku, Tokyo, 163 0919 TEL 03 5339 2105 FAX 03 5339 2110 ▼Event information https mtame jpseminar ▼Corporate website https mtame co jp ▼Contact https mtame co jpcontact In the days of its predecessor, the Web Promotion Division of Startia Lab Co , Ltd , the CMS software CMS Blue Monkey, which is the core of CMS, is a comprehensive provider of website planning, production, consulting, operat.
B2B Marketing Handbook About Mtame MISSION In the days of its predecessor, the Web Promotion Division of Startia Lab Co., Ltd., the CMS software "CMS Blue Monkey", which is the core of CMS, is a comprehensive provider of website planning, production, consulting, operation and maintenance We provide to more than one company In addition, from July 2017, we started to provide the marketing automation tool "BowNow", which was spun off as Mtame Co., Ltd on April 1, 2018 with the aim of creating a new web promotion service We utilize the know-how that we have been involved in marketing for over 2,000 companies so far to support the marketing activities of companies by providing tools and consulting We hope that the know-how in this book will be of use to you We regularly hold free seminars to introduce our knowledge and methods of digital marketing activities from various perspectives Please feel free to join us ▼Event information https://mtame.jp/seminar/ ▼Corporate website https://mtame.co.jp/ ▼Contact https://mtame.co.jp/contact/ Mtame Inc Shinjuku Monolith 19F 2-3-1 Nishi Shinjuku, Shinjukuku, Tokyo, 163-0919 TEL 03-5339-2105 FAX 03-5339-2110 Table of contents Introduction Chapter 1-1 1-2 1-3 1-4 1-5 1-6 The concept of marketing process What is marketing? Segmentation（STP analysis ） Targeting（Design Persona） Value Proposition Marketing Mix Goal settings（KGI/KPI） Chapter Basic methods of demand generation 2-1 Demand generation 2-2 Lead Generation（SEO・Site design basics） 2-3 Lead Generation（Video advertising） 2-4 Lead Generation（DSP） 2-5 Lead Nurturing（Newsletter） 2-6 Content Marketing 2-7 Owned media operation and basics 2-8 Utilize Facebook（How to acquire “LIKE”） Chapter From web marketing to digital marketing 3-1 Digital Marketing 3-2 Omni-channel and O2O best practices 3-3 How to get started with lead nurturing and MA 3-4 Account Based Marketing 3-5 Recommendation of building inside sales team What Cloud Circus can support Introduction Thank you for downloading “B to B Marketing Handbook” There are many marketing tactics such as digital marketing, inbound marketing, lead nurturing, marketing automation, content marketing owned media and etc., Nowadays, marketing activities through corporate IT are being reviewed and B to B companies show the interest in web marketing and trying to increase the traffic with utilizing the various tactics However, actual marketing activities are not limited to online, but are changing to a complicated flow of alternating online and offline Therefore, it is becoming extremely difficult to understand various methods and definitions, and to think and implement them comprehensively, and knowledge and know-how are required In this handbook, we would like to share the basic knowledge and methods of digital marketing that you should be aware of first There are still many marketing methods that are not described in this book, but we hope that reading this first will give you an opportunity to discover the current issues of your company and carry out digital marketing activities Please enjoy "BtoB Marketing Handbook" Mtame Inc Chapter The concept of marketing process What is marketing? ◆What is marketing? Generally speaking, there are various ways of thinking and genres, but there is no precise definition "Market research", "public relations activities", and "customer attraction activities" are all included in the marketing elements In this book, marketing is to create a marketing process, execute the measures for activities such as "attracting customers", "training/purchasing customers", "business negotiations", and "connecting all activities to understand bottlenecks" Marketing Process Targeting → Value Proposition → Marketing Mix → PDCA Nurture Attract • • • Volume Order Rate ROMI Sales (Consider) • • • Resources Content Preparation Quality of Communication (Conversion) • • • Conversion Rate Order Rate LTV Understand bottlenecks by connecting the entire activity ◆Marketing Process The marketing process is a series of steps from internal and external environmental analysis to targeting the product to be sold, considering the positioning of the product, and formulating the price and promotion of the product Mainly "segmentation" -> "targeting" -> "positioning" -> "marketing mix" is formulated If the formulated marketing process does not produce the desired results, it is necessary to review the process by feeding back the problems to the upstream side In Chapter 1, we will introduce the content of this marketing process and how to work on it Segmentation（ STP analysis ） ◆ What is STP Analysis In order to achieve your marketing goals, you must first consider and decide which market you want to aim at, and what position you should use to appeal to the market Therefore, we use a technique called STP marketing STP is an abbreviation for Segmentation, Targeting, and Positioning, which is an analytical framework for targeting and setting your own positioning Segmentation Market Segmentation Divide the market into four to divide the market that fights the competition into two axes Determining two axes Targeting Selection of target That is, measure where you are attracted to the segmented market and decide whether to aim Where to approach Positioning Positioning in the market Establish a positioning and pursue strengths and uniqueness that are competitive with our competitors Differentiator With STP analysis, you can set specific target user groups Having a concrete image of the target not only helps users drill down into what they are looking for in a product, but it also has the benefit of discovering new value that no one has noticed The point of STP analysis is that it should be done from the user's point of view as well as from the company's point of view It is important for sellers to match what valuable products they can offer their users and what they want Targeting (Design Persona) ◆ Design Persona After setting STP, let's "persona design" to clarify the target image and create a concrete target image Persona design is based on clear and concrete data obtained from actual research Creating a narrative and symbolic user model (fictional person = persona) In addition to simple industries, departments, and positions, we will make specific settings that can be thought of as one person In the case of BtoC companies, this persona is created in many ways and content is created for each one, but in the case of BtoB companies, there is no problem if you not so Instead, in the case of a BtoB company, let's design the persona by combining the two axes of "individual (charge)" and "company" ＜ BtoB persona design basics ＞ Individual Dept Sales Title Director Gender Age Male 45 years Corporation Industry ＋ Area Capital Size Manufacturing Tokyo $500,000 300 employees ◆ Benefits of creating personas There are four main benefits to designing this persona ●User image can be narrowed down Personas are pre-written with only meaningful attributes So, you can clearly define "for whom to create a website" ●Easy to empathize It feels more like a real person, so it's easier to empathize and understand your needs than a bullet or number analysis ●East to share It provides a common understanding of audiences across members of different departments and facilitates collaboration ●Become efficient When making various decisions early on, such as major content and design direction, you can have a common understanding of which saves time and money Value Proposition After STP and persona are decided, let's decide where to differentiate the product or service by creating a value proposition ◆What is a Value Proposition Value proposition includes the meaning of “value that is meaningful from the customer's perspective” and “excellent value that the company can provide compared to other companies” It is worth seeing from two perspectives: the customer's perspective and the company's perspective in competing By finding a value proposition, you can advertise to your customers that they can "provide what you need at higher value than your competitors." Competitors value that can be provided In-house value that can be provided The customer’s desired value Value proposition In the first place, the reason why we need a value position is to create a "reason to associate with this company, not the other" Mainly show that "how customers can solve and improve their problems", "know the merits of customers purchasing", and "recognize differences from market products" propositions can be successful As many markets are maturing and the competition between companies is intensifying, the spread of the Internet has made it easier to obtain the information that you want, and the technology and services that were previously superior are less so It is difficult to lead to purchase unless we understand the benefits of the customer who introduces our service, so it is necessary to intentionally create a value position and launch it Value Proposition How to create a value proposition Creating a value proposition is not that difficult A value proposition is created by identifying and organizing the following three elements ① What value does your product have? ② Who to provide what ③ Where is it worth when compared to competitors However, if you only have these three, it will give you a rough image, so we recommend using the method called "elevator pitch" for those who want to think more deeply ◆ What is an elevator pitch Elevator pitch is a term that originated from Silicon Valley, which is a major base for IT companies It is a technique that gives presentations within 15 to 30 seconds while you are in the elevator to seize business opportunities, and it is attracting attention as an effective means for reporting to your boss and selfappeal If you use this, your value proposition will be much easier to understand ＜How to make an elevator pitch ＞ ・The service [service name] is ・I want to [Satisfy potential needs and solve problems I have] ・For [target customers] ・[Service category] ・Customers can [repeatly use, or value for money], ・Unlike [the most competitive service], ・The feature is that it is equipped with [differentiating element] Please apply the red frame to the product or service By making this, you can see the issues of your company's product and clarify where to push it 10 How to Start Lead Nurturing and MA ◆The importance of lead nurturing There are five steps in the process of how the target users of the company relate to the company: “Potential customers” → “Visitors” → “Leading” → “Customers” → “Recommended” Marketing activities that raise this “potential customer” to the above steps will become an important step to maintain a continuous relationship between the customer and the company ＜Customer development steps ＞ However, in order to perform this step, each process must "serve content according to their needs" In addition, it is necessary to measure the degree of impact on each user for each measure by "coordinating and managing each process" Consumers make purchases not through one medium but through multiple mediums, so it is not possible to measure the actual effect without understanding the effects of these mediums in a cross-cutting manner Not maximizing can take the user to the next step In other words, lead nurturing, which has continuous contact with prospective customers, stimulates purchasing motivation by building relationships, and fosters customers with a high probability of receiving orders, occupies a very important position However, it is not very realistic to personally follow this lead nurturing by each user Therefore, the MA (Marketing Automation) tool has emerged as a tool for automating and appropriately performing this lead nurturing 54 How to Start Lead Nurturing and MA ◆What is MA(Marketing Automation) tool MA tools are "tools for visualizing and automating marketing activities in customer development" Unlike mass marketing, in order to provide "optimal content" at "optimal timing" and "optimal channel" to each customer who has different interests, behaviors and behaviors, the conventional method is It was essential to deal with it MA Tool is a tool developed to streamline and automate such human marketing operations There are mainly a tool for optimizing the following three activities ●Collecting prospective customers = Lead generation ●Developing prospective customers = Lead nurturing ● Select prospective customers = Lead qualification ＜The role of MA tool＞ 55 How to Start Lead Nurturing and MA ＜Main functions of general MA tools ＞ ◆Differences between Japanese and U.S marketing MA tools originated in the United States and are already pervasive in Western companies It is a tool that was introduced in Japan by a major company around 2015 and is rapidly expanding its market However, what is said to be "common in the United States" appears when it landed in Japan, such as "Why is Japan delayed?" "Why did it spread in the United States?" "Is it pervading Japan?" If you don't understand the answers to your questions and the background before you consider introducing it, you will almost certainly fail First, one of the reasons why MA tools have spread in the United States is "the problem of national land (market)." The United States has a very large land area, and various countries such as Europe, which is an English-speaking country, are trade areas The more people move, the more time and cost it takes to move Therefore, telephone and video conference negotiations are commonplace, and we try to avoid moving people as much as possible 56 How to Start Lead Nurturing and MA Next, “Understanding SaaS services” is more advanced than in Japan, and there is a background that it is common for one company to introduce and utilize multiple services with a fee structure of ID per month In addition, for corporate purchasing activities and payments, it is common to apply online ✕ credit card As for the organizational system, it is common to have multiple people who are CMOs, CIOs, and specialized workers who maintain their own development units, so even if a new system such as MA Tool is introduced, understand the system The speed of deepening is fast, and it is also possible to in-house development with existing tools However, this is just the story of the United States, and in reality it is quite difficult to establish the same system in Japan For these reasons, the purpose of marketing activities in the United States and Japan is to "make efforts to improve without having to meet each other," whereas in Japan (especially BtoB companies whose commercial area is the Tokyo metropolitan area), "Before meeting There is a big difference in using marketing measures and IT tools as "followup activities" "Even if a system that was born and grown under such an environment with different prerequisites is introduced, it will not work However, it is not enough to learn from the right side of the United States, and it may be necessary to think of it as a broader concept rather than the concept of solving it online It is certain that inbound is important, but it is thought that it is necessary for the Japanese market not only to stick to it but also to connect more online and offline, including outbound ◆Features that make it easy for MA to fail That said, MA tools will undoubtedly become a very important tool in future Japanese marketing However, it is a fact that even a convenient tool will definitely fail if you just introduce it Among them, the reasons for the failure of MA introduction, which many companies tend to fall into, are listed below ■There is a lack of website content in the first place MA is made up of solid content on your website Unless the persona can sympathize with the content and the purchase will increase, it will not work ■Decide the scenario in detail at the time of introduction Making a scenario is fun and creating many scenarios is also a factor of failure Even if you create many detailed scenarios, it often takes a lot of time to prepare a lot of content and it is difficult to actually put it into operation.After that, the scenarios are too long and PDCA cannot be turned ■Introductory cost is too high to realize investment return MAs can be beneficial to almost all BtoB users, but if you can't expect to pay for the cost of implementation, you won't be able to get a budget or work across organizations 57 How to Start Lead Nurturing and MA As you can see, there are many cases in which the plans themselves will fail before they come to fruition, if the expectations of MAs are too high and there are no preparations In particular, high-performance tools often have not only original functions such as automating processes as much as possible, but also many functions such as linking with an existing database that you would not normally use at all We recommend the following flow as a step for successful introduction and utilization of MA tools for companies who are about to start digital marketing 300 people A Sales Director Male Manufacturing 300-500 people B Sales Director 300-500 people *regardless of industry C Manufacturing 300-500 people *regardless of department D Other Next, we will set the high probability This is a condition for understanding what kind of users are in the phase of considering their products Even for this condition, we will divide the stages like status to ＜i.e Status of potential＞ ▼Activities included Level + people within a company visiting the site Level Demo account request or request for quotation Level + 10 site views in a month Level Collateral download or participation in seminar Level Sign up for newsletter 60 ABM(Account Based Marketing） By using the potential and prospect ranks thus established as a matrix, and giving the place where the rank of both axes has increased, such as A-5, to the sales staff, it is possible to reliably approach hot prospects On the other hand, the part with low potential is outside the target of the company, so it is important to discard it without passing it here In fact, it is reported that 82% of the users who visit our website are not targeted, so it is also important for marketing not to pass untargeted users to the sales side So what marketers actually is approach leads that are still in a low status and step up their status ＜Potentials× Prospects＞ ◆Step２：Narrow down the target and approach In order to improve the status, you must first have a contact with ranks A and B, which have high potential Therefore, it is necessary to make a pinpoint approach to this AB There are various pinpoint approaches, but online advertising can be done efficiently and quickly Depending on the case, even if you want to approach the individual BtoB persona who made it, "Facebook advertisement" is recommended, if you want to approach the company itself, "company targeting advertisement" is recommended To 61 ABM(Account Based Marketing） Facebook ads can only serve ads to various categories to which an individual belongs, so you can reach only users who are close to the persona you set up In addition, Facebook has a high real name, and in many cases it contains detailed business information and personal information such as the company and job type, so it is possible to deliver advertisements more accurately to only the target Next is corporate targeting advertising, which is an application of DSP advertising Companies of a certain size each have a corporate IP Therefore, it is possible to identify which company uses which IP The IP information can be used to segment the advertisement distribution destination, and by combining it with the DSP mechanism, the advertisement can be distributed only to the target companies of the company Therefore, it is possible to reliably collect targeted companies In addition, advertisements can be used as a way to re-approach the potential of ABs already in contact This is called "retargeting advertisement", and it is a function that can send advertisements to users who have visited the site once In the case of BtoB, we rarely visit the site once and buy it immediately, so it is also important to make us visit the site many times and increase the reliability of the site There is a possibility that it will flow to another site just by waiting, so it is also an effective way to let the retargeting advertisement go to the site without knowing it ◆Step3： Understanding target status Finally, step is about how to get the status Here, we will use the MA tool First of all, the basic information of the company is put in the MA tool In addition, actions such as how many times the company or individual is visiting the site and what pages they are viewing are automatically included Furthermore, when you add the information that is grasped by the salesperson's activities and questions and answers from the form, MA tool centrally manages this information 62 ABM(Account Based Marketing） If you output data that is centrally managed in this way, it will be distributed in the matrix table of potential x likelihood Now that we know how many leads are in each place, we can take the best approach for each In this way, we will aim to maximize sales by eliminating missing leads by using the MA tool using the concept of ABM, and by approaching each lead with a to image 63 Recommendation for Inside Sales In the above-mentioned customer development steps, in addition to the conventional “sales department (field sales)” that connects from hot prospects to contracts, select prospective customers that will lead to contracts, pursue customers for a long time, and gradually approach By establishing a department in charge of "Inside Sales", you will be able to carry out ABM activities more smoothly ◆What is inside sales? The name of inside sales is taken from the meaning of an internal sales team On the other hand, the sales force that makes a visit is called field sales Inside sales is a consistent marketing/sales process that identifies the possibility of closing contracts from a large number of prospective customers and sends leads that are likely to lead to orders immediately to sales, while On the other hand, until the possibility of closing the contract increases, the person in charge can hold it while communicating by non-face-to-face communication such as telephone or email, or until the possibility of the next purchase or additional proposal to the existing customer increases It refers to efforts such as continuing to follow on behalf of In the conventional sales style, the sales person maintains the list of prospective customers, proposes through tele appointments and business negotiation settings, brings them to closing, and is in charge of everything from customer follow-up to upsell/cross-selling It was common to Although such a method can strengthen cooperation with customers, the person in charge not only has a huge amount of work, but also has many prospective customers who are not always likely to receive orders (poor quality) It is easy to lose profits, and as a result, sales efficiency does not increase easily With inside sales, we can improve business efficiency and sales by having sales representatives focus on the work from proposal to closing, freeing them from obtaining prospective customers to setting up negotiations or after-order customer follow-up work I will connect Here are a few points about the features and effectiveness of inside sales: ◆ Benefits of launching inside sales Even if a company that has traditionally focused on field sales wants to launch inside sales, various concerns arise from within the company ●If you don't visit, it may seem rude to the customer ●The quality of communication may drop… ●I don't think you can connect to the order without meeting… In general, most of these anxieties are of merit in this era This is because inside sales have the following three features 64 Recommendation for Inside Sales ① Increase the number of contacts instead of visiting ② Can follow-up regardless of distance or order size ③ Increase sales efficiency and engage with customers for a long term relationshi Nowadays, online shopping is becoming commonplace in everyday shopping, and in the world of BtoB, online completion is becoming a matter of course In the past, office supplies and printing jobs, which used to be ordered only by showing their faces, are now being ordered and shipped online On the contrary, it may be disliked that one hour of interview time is taken every month while doing daily work On the other hand, if it's inside sales, it's possible to follow up by phone or online, so customers can respond in about 20 minutes at their own seats and collect information efficiently Since the sales efficiency will be improved on the selling side, it will be possible to make contact twice or three times in places where you can only visit once a month In addition, field sales inevitably require a lot of travel time and cost As a result, salespeople can only devote their time to large customers or companies that are immediately successful This isn't to say that salespeople are lazy, it's only natural that they field sales If there is inside sales, it will be possible to follow up with the same quality even for customers who have a long review period regardless of distance and size, so companies that can improve customer satisfaction and have a long relationship You can grow to Of course, it is a fact that there are still many people who say, "Is the salesperson showing his face a numbo?", and it is also true that a visit may make the story concrete In Japan, there are still demands and needs for field sales, so it is recommended to carry out efficient sales activities by sharing the roles of inside sales and field sales 65 What Cloud Circus can support As mentioned in this book, it is very important to carry out marketing activities from the perspective of digital marketing Therefore, we offer Cloud Circs as a tool that can operate digital marketing beyond the domain of Web marketing Cloud Circs visualizes complicated business flow and consideration phase of BtoB companies, and connects not only sales activities on the Internet but also all sales activities including real sales measures (exhibitions, sales negotiations, etc.) , A system that aims to maximize sales while eliminating bottlenecks BtoB Digital Marketing Solution Unlike traditional digital marketing tools, we focused on ease of operation and introduction With just the tools, you can get started in less than two days Even if you have 100 functions, you can start using only the essential functions, rather than making it a high-spec and expensive tool that does not actually use 10 of them, and what you can offer at low cost I aimed We thoroughly cover offline measures, and we have established a human support system with accumulated consulting know-how so that it can be used by "company without full-time charge" which is a chronic issue in Japan If you are interested in your company, please feel free to contact us ●Mail:support@mtame.co.jp ●TEL:03-5339-2279 Week day10:00〜17:30 66 BtoB Digital Marketing Solution ... before using it 46 Chapter Web Marketing to Digital Marketing Digital Marketing "Digital marketing" We hear a lot recently Many people think of digital marketing as web marketing, so I would like... company and carry out digital marketing activities Please enjoy "BtoB Marketing Handbook" Mtame Inc Chapter The concept of marketing process What is marketing? ◆What is marketing? Generally speaking,... product and clarify where to push it 10 Marketing mix ◆What is Marketing Mix (4P/4C)? A marketing mix is a marketing theory that refers to a combination of marketing elements used by a company to