A day in the life of a B2B marketing executive

In this post, we will be looking at a day in the life of a B2B marketing executive at Fifty Five and Five. It’s time to meet Laura Lopez.

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Hi Laura, let’s start with a little bit about yourself.

“Hi, I’m from Spain and I have been living in the UK for almost six years. I originally studied journalism, but when I came over to the UK I started working in marketing. Most of my professional experience has been centred around technology in one way or the other. I first worked on the Marketing Team at a Microsoft Partner before moving to Fifty Five and Five – we specialise in working with Microsoft Partners as well as other technology companies. Over the years, I’ve learnt a lot about technology, but I’ve always remained interested in how it can empower businesses.”

Tell us about your role and what you do at Fifty Five and Five.

“I’m one of the Marketing Executives in our marketing team—we focus on managing business relationships with B2B technology companies aiming to optimise their digital marketing. So, for me, I’m spending a lot of my time managing clients’ social media accounts and running PPC campaigns.”

What does this involve exactly?

“For managing social media, it means a lot of searching for new content to post, growing our clients’ numbers of followers and engaging with their audiences.

“When it comes to pay-per-click (PPC), we set up and manage campaigns on Google AdWords, Facebook or YouTube. For every client the goal of the campaign is slightly different – we sit down with them to understand what they expect to achieve from the campaign. We decide on the goals and set the KPIs that we want to track. If the client is more interested in social engagement, we track post engagement and reactions; if they’re interested in downloads, we track conversion stats using tools like Google Analytics.”

What does a typical day in the life of a B2B marketing executive look like?

“It’s a good mix of old and new! There are certain things that we do every day, like managing social media. But one day might also involve lots of SEO, such as making sure client blogs or web pages are optimised, while the next might involve setting up a PPC campaign. Sometimes both. If there’s a new client, we spend a lot of time researching the company, getting to know what they’re about.

“There’s always a lot of things that we need to fit into one day. We need great time management skills to be able to manage our priorities and make sure we meet our deadlines.”

What tools do you use to help get work done?

We use lots. There are many great tools available to make life easier for marketers, such as:

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Hootsuite

Hootsuite is essential for social media. It’s mainly known for scheduling posts, but it does lots of great things. It tracks what your followers are talking about, which can be useful when you need to find content that your audience will respond to. It also highlights posts (you can search for topics of interest to you) that have received the most tweets or likes so it is very good for finding great material to retweet.
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Moz

We use Moz for SEO. Not only does it help you find the best keywords to use, but it helps you identify any issues with your website that you need to solve (regarding SEO) and shows you how well our pages are ranking. It’s essential.
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Spyfu

This tool is invaluable for competitor analysis and keyword research. It shows you keywords other companies are using to give you an idea of what they are targeting.
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Buzzsumo

Buzzsumo is amazing as well. It helps you find content and increase your following on Twitter.
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What do you enjoy most about being a marketing executive?

“I love the time we spend researching. You have to stay on top of all the latest trends, so reading about the world of technology and marketing is key. There’s always something new to learn. That goes for skills, too. It’s quite a demanding role, so you need to keep developing your skillset. Above all, you need to be organised, creative and to be able to put yourself in the client’s shoes.”

  • Organised
    When it comes to campaigns, you need to know when a campaign is going to start, because timing is everything. If a client wants to start on a particular date, then it needs to be ready to go on that date. With longer relationships, you can usually compromise if deadlines need to change. But delays can lead to the entire campaign falling apart.
  • Creative
    All marketing professionals need to be creative – for instance, the wording of a tweet or new strategies to apply to SEO. You need to be always open to coming up with new ideas. And you need to be able drive projects forward with creative problem solving too.
  • Slipping into your clients’ shoes
    Being able to put yourself in your client’s shoes is more applicable for agencies like us that work with lots of different clients, because no two companies are the same.

What is the most interesting thing you have learnt?

“The thing that has made the biggest difference to my skillset since joining Fifty Five and Five is building up my knowledge of SEO. Before I had a fair amount of experience – I would optimise posts, for instance. But now my knowledge is far more in-depth. Now, thanks to the knowledge of my colleagues and due to training experiences afforded here, I’m as well-versed on the topic as ever!”

How important is it to keep improving and to keep on training? 

“It’s really important to keep learning. Everyday there are new things to learn. For example, Google is altering its algorithm all the time. You need to keep on top of the wave of change or you’ll miss out and it will affect your client’s SEO. But that’s also what makes the role so fulfilling—there are always new tools to increase audience engagement on social media and new strategies to excel in PPC. It’s important not to just look at the news but to also keep yourself updated with tutorials. For example, we use Lynda, which is great for learning new skills. In fact, I used it yesterday to take an advanced training course in Google AdWords.”

 


Laura is just one of many specialist marketing professionals who work at Fifty Five and Five. To learn more about what we do or how to market your IT, explore our services page or check out our case studies today.

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Looking to improve your marketing?

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the information lab case study

The Information Lab Email newsletters, case studies and social media

The Information Lab help organisations make sense of the data they collect. They are Europe’s biggest reseller of Tableau, the leading data analytics tool, and they support customers right through the process of provisioning licenses to roll out and training. They also founded The Data School, one of the UK's most competitive and innovative graduate schemes which trains new data analytics experts and places them in exciting companies.

Emails which make a difference

The team wanted to produce consistent email marketing for both The Data School and The Information Lab which would engage their existing mailing list and also grow their reach. Finding the time to consistently write emails with new angles and interesting stories was proving to be a challenge, as was the requirement to design unique emails that still kept to a central theme. The Information Lab turned to Fifty Five and Five.

We have now been working with The Information Lab for almost three years and have developed a fantastic relationship with the company. Through regular calls with senior team members, we help set the direction, tone and topics to be covered in the emails, choosing stories their subscribers find interesting, crafting clickable subject lines and designing eye-catching images.

Through working with Fifty Five and Five, the Information Lab's email list has grown consistently month to month. Their news, special offers and events reach thousands of people, helping build relationships with customers and spread awareness of how the company can help their target audience. The Data School emails, in particular, have boosted the profile of the school—both among potential students and among clients, who often go on to hire data school graduates.

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Interested in learning more?

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How to use a chatbot for marketing B2B tech

How to use a chatbot for marketing B2B tech

  • Why chatbots are a huge opportunity
  • Learn how to use a chatbot for marketing B2B

What are chatbots?

A chatbot is computer software that communicates with customers on websites, apps or on social networks via text-based messaging – answering questions and holding conversations.

Chatbots are often (but not always) powered by artificial intelligence (AI). Early versions used pre-programmed responses to answer users’ questions, but chatbots now have access to vast data sets which they can intelligently use to find the appropriate answer. What’s more, chatbots programmed with machine learning capabilities are able to learn as they chat, so that they can solve customer problems quickly, efficiently and realistically.

Chatbots have entered the mainstream. The recent increase in chatbot use can partly be explained by the surge in the popularity of messaging apps. There are approximately 1.9 billion combined Facebook Messenger and WhatsApp users, and this is estimated to grow to 3.6 billion within the next 5 years. Messaging apps are already the next ‘big’ channel for businesses to start using to reach out to their customer base. And chatbots look set to be the key to this.

Chatbots in action

Let’s look at a few examples of chatbots in action:

  • The Disney film, Zootopia, created a chatbot for Facebook Messenger which allowed fans to interact with Judy Hopps, the main character from the film. Fans could simply chat with Judy or they could ask her questions to help them solve challenges.
  • Insomnobot–3000 from Casper, a mattress company, was created to interact with customers during the night, with no other purpose than to keep them company. On the website, it states that Insomnobot–3000 is “a friendly, easily distracted bot designed to keep you company when you just can’t fall asleep. Extra chatty between 11pm-5am.”

Chatbots for marketing: the opportunity

  • 47% of people would buy online directly from a chatbot
  • 37% would rather buy online from a Facebook page than a company’s website

The real advantage of using chatbots for marketing is the personal experience. Think of it in comparison to a Facebook ad – a piece of content presented to thousands of people at once. The same messaging has to communicate to all these different people who may have very different reasons for being interested in your company, especially if you provide a wide range of IT services.

A chatbot gives every single customer that your bot interacts with a unique and personalised experience, but it allows you to do so in a completely automated way – without using up the time of customer support, experts and technicians. Your chatbot can address the customer’s specific needs and direct them to where they need to go. Here’s a list of the ways this can be applied:

How to use a chatbot for marketing B2B:

  • Pushing out content

Chat mailing lists are the new emailing lists. Chatbots are a direct channel to people interacting with your brand. You can tailor content towards an individual’s specific interests or problems – rather than signing up to a newsletter with a variety of content, a chatbot can ask a customer what actually interests them. If a customer is interested in SharePoint migration, for example, the chatbot can surface relevant content on Office 365 or SharePoint 2016.

What’s more, reports suggest that communicating with potential customers this way drives higher open and click-through rates. In 2016, CNN was one of the first to trial something like this – creating chatbots to help people find news items that would be of interest to them, developing an on-going tailored content service.

  • Offers and promotions

Much like the example of Zootopia above, you can use chatbots to build interest around a promotion – perhaps you’re releasing new services in the build-up to the introduction of the GDPR. You could use a chatbot to interact with customers who have questions about data protection. The chatbot could give your customers tips on GDPR compliance and guide them through the experience. Rather than waiting to hear from one of your GDPR experts, who is working out on site that day, the customer could receive an instant answer to their query.

  • Improved CX

You can use chatbots to help guide customers through their experience of using your products and services. Slackbot is a good example of this – helping Slack users with any problems they have.

You can also use chatbots to provide quick and easy ways for customers to purchase your products or services: Dominoes has a chatbot, Dom, that helps users order a pizza in Facebook Messenger.

When it comes to B2B, businesses are often under pressure to research the options, figure out which one best suits their needs and then present a business case to stakeholders to get sign off. Using a chatbot to help them understand the benefits of your product and how this fits their specific requirements could be the difference between them choosing your product over a competitor’s.

Where to get started: building your bot

Embarking on your journey into artificial intelligence may seem daunting at first but building a chatbot couldn’t be easier with the tools now available.

1. Use in-house developers (or hire them) to build your bot from scratch – and use help from a trusted bot service framework. Microsoft’s Azure Bot Service offer a bot-building environment that lets you “build, connect, deploy and manage intelligent bots”. Some tools like Facebook offer simple-to-use built-in tools for developers to get your bot up and running in Facebook Messenger. What’s great about the Azure Bot Service is that you can take advantage of Azure’s Cognitive Services to infuse your bot with the latest in AI technology. It also lets your bot integrate with a wide range of websites and apps such as Cortana, Microsoft Teams, Skype for Business, Slack and Facebook Messenger.

2. There are other places to go to build a bot. Bot-building services such as Chatfuel and Chatty People have proved popular and can be used with little to no-coding experience.


Now that chatbots are becoming more mainstream, you should think about how they could compliment your marketing strategy. For other great tips on how to market your IT, explore our site or contact us today.

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