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hey guys Ben here from session media and in this video I want to put together all the elements you should consider when putting together your B2B digital marketing strategy having worked with B2B companies in over 40 different Industries we've seen time and time again the activities which have the biggest impact on scaling Pipeline and whether you undertake these activities in-house or Outsourcing to an agency or use a hybrid it's important to make sure you have a top plan overview of all the activities which should be put together turns your marketing department into your business media machine we've recently launched our six months consultancy offering which takes B2B Brands through the exact model I'm going to walk you through in this video okay so this is an overview of the document and where we always start when we look at a company is first and foremost the Strategic roadmap and this contains a few things but from a top level it's when I'm looking at and reviewing your competitive landscape your current activity audit looking at your company growth Target so where you want to get to over the coming months and years looking at your current budget allocation and looking at your resource what capabilities you have in-house what capabilities are you Outsourcing and what ones you potentially need in the future and let's take a left little turn down here first and first and foremost I want to look at your demand capture strategies by capturing demand I've been working out how we can get in front of them at the moment in time they're looking for your product or service and remember these elements can either be done in-house they can be outsourced to a freelancer on agency it all depends on what the objectives are of the exercise so first and foremost it comes with paid search which is Google ads and Bing ads primarily and what we can do is go in and look at like some account structure and match types the bidding the tracking the keyword research ad copy the negatives and everything else to do with making sure you have a perfectly optimized campaign secondly we can look at your user experience getting decent qualified traffic to your site is half a battle the other half is making sure they're getting contact so we look at everything to do with your landing pages Dynamic variables call tracking your feedback loop and all the split testing that you're doing and work out whether we can help you guys plug the Gap to make it better from external resource or we can train the guys internally to be able to look at getting a better conversion rate we then look at SEO of an SEO perspective there's a few different elements that we look at obviously we have the technical and the on-page side of things which is a high impact technical review to make sure the site has a solid foundation to build SEO campaigns on top of can it be crude rendered indexed how the core web vitals all the internal linking silos as well as the on-page optimization next we go on to the building authority through link building so we either provide you guys with consultation of how you can Implement processes to do link building or we can look to leverage resource to link build for you guys which is all around the proactive link building which is where you use assets or creative LED stories to reach out to mainstream and media outlets in order to get placements back to your site or setting yourself up with reactive or passive PR which is something I'm not going to go too much into today but also looking at things like anchor text ratios your link velocity all the stuff you need and all the stuff that we found from the competitive landscape and what you guys would need to acquire from an authority perspective to be able to start competing in the serbs for your Target and money keywords next we look at a Blog content strategy which is where we can help you guys and provide you guys with templates or consultancy or actually do the brief writing so creating content in the direction to dominate the serps so make sure you guys are appearing for all the market related queries or the more informational mid funnel terms as well as showing you guys actually how to create these copy briefs and then look at either sourcing writing X within look at sourcing expert writers so whether we look at helping you guys train your internal writers to once they've created the blog copy how they can go through and optimize it with the help of the briefs or how we can help hire and vet external expert writers which is something we've done at scale for very very technical organizations as we make our way down here what we can see is ultimately we have a lot of software internally here which we can open up to you guys to use for your reporting and this is not limited to software which is listed down here either that or we can give you a list of software you guys can use but ultimately you probably don't need all of this software to start with and you can potentially leverage the data the software pulls out through one of our licenses if we go onto the demand generation side of things this is where becomes quite interesting and how we can really start helping set you guys up to become a media company which really starts bringing business inbound and demand generation is pretty much the process of creating demand for what you offer people may not be aware of your product or service or may not be aware that it's a solution in the market which is very common for new technical based products and this is again split into three different areas the first one is paid media and we look at the paid media strategy so where are your audiences hanging out is it LinkedIn is it Facebook is it maybe potentially likes of tick tock and then we look at the audience reach how big are these audiences how can we best reach them what's the best frequency we should be looking to reach these audiences over the coming months what are some of your leading success metrics so not looking at things like ebook downloads and cold leads or mqls we're looking at the like of likes of sqls and other indicators that are showing us that we're creating the right content and it's really resonating with the audience next we look at some demand gem playbooks so some notion balls which we've created which show the different types of content you should be creating at different levels of the buying Journey which we can educate the team on as well as looking at messaging Frameworks which we found to work really well across all the different Industries we've worked in we can then look at the likes of media buying so how you guys can actually go in and amplify this content that we've looked to start creating and these messaging playbooks so how we do that what's the utn implementation so we can make sure we can track everything properly what's the omnis channel strategy you want to put in place and the creative consultation so the best ways of actually making this creative which I'll get a bit more onto into into this next section the next bit of the process is the internal content process so looking at your content strategy who internally is going to be in charge of this and what we can say categorically is the majority of the best performing clients we work with demand gen strategy are able to leverage their internal expertise in order for us to help them amplify it because all of you guys hold the key to Great industry insights and you know the exact Direction your company industry is going in so if we can work out ways to help you guys leverage that and create genuinely insightful pieces of content we can hire into some more direct response media later down the line once they've been warmed up you can work out who's going to be in charge of that only and who's the best voice or the best voices for your company we can look at testing paid media creative through an organic strategy so we know as much we should be amplifying and what kind of Snippets we should be putting out there or long form bits of content just like this ad here and looking at process flows and batching and how you can create the most efficient and streamlined process to get the most content out of your team in shortest space of time with the least friction we then look at content format says they're going to be best suited for videos podcasts Carousel type content is it going to be product Loop animations which I'm not going to get too much into but a really cool product Loop videos which show exactly how your software works for example testimonials use cases LinkedIn email and blogs and research so how can we leverage all of this content and make it a part of your strategy next we look at the organic media strategy where ultimately we work out things like staff incentives to get people across your organization posting and how we ultimately going to incentivize them to do that at scale so not only is it a few people from the organization that are posting this content but we're actually enabling people people across the organization to share their thought processes and becoming an ambassador for your brand then we look at the Community Management side of things so you guys going to implement you know emails newsletters how to do that what the best social posting tools and enabling content is very similar and the same level as the software rather than you guys having to necessarily create and hire all these people what we can do is enable you guys with cameras microphone setups green screen you know creation wikis so ultimately you know how would you do a step-by-step process of creating a video how would you post it out how do you look at this kpi success all of that stuff we have down in wikis and saps so you guys can have access to them to view it and make sure your life is as easy and straightforward as possible we then have post-production resource so if you don't want to look and edit and go after trying to find really good video editors or post-production people we have them here so you're able to tap into our resource to make sure that it's as easy as possible for you guys and you can focus on the Core Business activity of creating that insightful content the final bit reporting an attribution this is the key and the pivotal bit of all the activity we're doing because whether it's demand capture or the Mind generation and even though both work in tandem we want to make sure that we have all the analytics and feedback loops in place in order to know the success of all of the activities which we're doing so what we do is help you guys set up analytics which is really helpful especially going into ga4 setup also things like keyword tracking so what the most profitable Google ads keywords for example and then how can we use that data to inform an SEO strategy from a high intent demand capture point of view we then look at how when you create feedback loops from your CRM so what's the data in your CRM saying and how can we then create a feedback loop from your sales team and your CRM back into your marketing and channel activities so we can pull those levers even harder for you guys to expedite growth and finally what we have here is real-time Google data Studio report and this ultimately is a way of tying together everything that we've gone through from all the different channels and working out exactly which ones have been the most effective and which ones haven't it allows social management team to uncover and see all the information they need in order to make informed decisions at a very very high level that was a Whistle Stop tour of our strategic roadmap and if you guys would like to talk about it a little bit more and how it can work for your business then please feel free to get in contact through the link below