Aim First, Shoot Second:
Mastering the complexity of
B2B digital marketing
#socalbma
Chris Bennett
CEO/Founder
97thFloor.com
@chrisbennett - @97thfloor
SoCalBMA.org
@socalbma
#socalbma
Marketing Agency of the Year
2014 Stevie Awards
Download This Deck Here:
bit.ly/SoCalBma
What we are Going to Cover
Where to start with content for social
Promotion tips on social
Get more mileage with repurposi...
How the World Sees B2B
How You See B2B
B2B is Complex
B2C Marketing
B2B Marketing
image credit: http://www.firstpeople.us/pictures/bear/bear-catching-salmon.html
!
B2C Customer
!
B2B Customer
Now that I have added to
you’re anxiety
Social Sites We Will Be Covering
Social Sites We Will Be Covering
What We Are Not Going to Cover
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
“80% of publications about our company were the
result of InMail enquires (Forbes, PCMag, PCWorld,
ZDNet, etc). And probab...
Bet you didn’t know that
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
submit your slides on Wed/Thur
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
http://www.slideshare.net/BlueCoat/mobile-securityrisks/
Use the custom Tweet button to “trend
in social media” and get on the SlideShare
Homepage.
https://www.bluecoat.com/company-blog/2014-02-20/why-your-mobile-device-isn%E2%80%99t-secure-you-think
Use a custom button...
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.comStats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Thats Good
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
The newly launched Autoplay
feature has helped short form
videos perform really well.
Use what you are making on
Instagram...
Stats from study coming soon by www.salesforce.comStats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Stats from study coming soon by www.salesforce.com
Very few, if any of you will
want to use Vine.
If you do, start by repurposing
existing videos.
Integrate with your Twitter
campaigns.
Stats from study coming soon by www.salesforce.com
But 100% of the
Internet gets news
from Reddit.
Altruistic content
WINS on Reddit.
Altruistic content
WINS on the Entire
Internet.
You’re working harder than a T-Rex making a bed
Make your Social
Consistent With
Social Mark UP
Start by making your Social Consistent with Open Graph
http://time.com/2863227/ending-the-war-on-fat/
B
l
o
g
!
P
o
s
t
F
a
c
e
b
o
o
k
!
P
o
s
t
G
o
o
g
l
e
+
!
P
o
s
t
L
i
n
k
e
d
I
N
!
P
o
s
t
Where’s the Pic?
Should of…
http://pixartheory.com
!
<title>The Pixar Theory</title>	

<meta property='og:locale' content='en_US'/>	

<meta property='og:type' content='artic...
https://dev.twitter.com/docs/cards
https://dev.twitter.com/docs/cards/validation/validator
Get more mileage out of your existing efforts
Find your top performing content
PixarTheory.com
It can be anything
A Video
Infographic
Blog Post
White Paper
Case Study
Interactive Marketing App
https://www.discover.com/student-loans/majors/
Then…
Blog Post
https://www.bluecoat.com/company-blog/2014-04-29/most-advanced-cyber-threats-come-seemingly-innocent-places-0
To SlideShare
http://www.slideshare.net/BlueCoat/ss-the-most-advanced-cyber-threats-1
Make your images dance for more flavor
https://www.bluecoat.com/company-blog/2014-04-29/most-advanced-cyber-threats-come-s...
Use what you are
already doing.
http://www.digicert.com/news/increasing-online-trust-infographic.htm
and squeeze every
last drop.
http://www.slideshare.net/DigiCertCom/increasing-onlinetrust
Interactive Marketing Apps
Get on the Bandwagon
https://turbotaxcpaselect.intuit.com/history-of-taxes/
Interactive's are engaging.
Calls to action convert.
https://turbotaxcpaselect.intuit.com/history-of-taxes/
Useful, Altruistic Content WINS!
Useful, Altruistic Content WINS!
http://techpageone.dell.com/big-data-powering-world/
Useful, Altruistic Content WINS!
https://www.discover.com/student-loans/majors/
Useful, Altruistic Content WINS!
https://www.discover.com/student-loans/majors/
Recap
Where to start with content for social
Promotion tips on social
Get more mileage with repurposing content
Interactiv...
Chris Bennett
CEO/Founder
97thFloor.com
@chrisbennett - @97thfloor
https://www.linkedin.com/company/97th-floor
!
SoCalBMA....
Aim First, Shoot Second: Mastering the complexity of B2B digital marketing
Aim First, Shoot Second: Mastering the complexity of B2B digital marketing
Aim First, Shoot Second: Mastering the complexity of B2B digital marketing
Aim First, Shoot Second: Mastering the complexity of B2B digital marketing
Aim First, Shoot Second: Mastering the complexity of B2B digital marketing
Aim First, Shoot Second: Mastering the complexity of B2B digital marketing
Aim First, Shoot Second: Mastering the complexity of B2B digital marketing
Aim First, Shoot Second: Mastering the complexity of B2B digital marketing
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Aim First, Shoot Second: Mastering the complexity of B2B digital marketing

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A look at the complexities and nuances of B2B content marketing. Tips, case studies and real life examples.

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Aim First, Shoot Second: Mastering the complexity of B2B digital marketing

  1. 1. Aim First, Shoot Second: Mastering the complexity of B2B digital marketing #socalbma
  2. 2. Chris Bennett CEO/Founder 97thFloor.com @chrisbennett - @97thfloor SoCalBMA.org @socalbma #socalbma
  3. 3. Marketing Agency of the Year 2014 Stevie Awards
  4. 4. Download This Deck Here: bit.ly/SoCalBma
  5. 5. What we are Going to Cover Where to start with content for social Promotion tips on social Get more mileage with repurposing content Interactive marketing apps
  6. 6. How the World Sees B2B
  7. 7. How You See B2B
  8. 8. B2B is Complex
  9. 9. B2C Marketing
  10. 10. B2B Marketing image credit: http://www.firstpeople.us/pictures/bear/bear-catching-salmon.html
  11. 11. ! B2C Customer
  12. 12. ! B2B Customer
  13. 13. Now that I have added to you’re anxiety
  14. 14. Social Sites We Will Be Covering
  15. 15. Social Sites We Will Be Covering
  16. 16. What We Are Not Going to Cover
  17. 17. Stats from study coming soon by www.salesforce.com
  18. 18. Stats from study coming soon by www.salesforce.com
  19. 19. Stats from study coming soon by www.salesforce.com
  20. 20. “80% of publications about our company were the result of InMail enquires (Forbes, PCMag, PCWorld, ZDNet, etc). And probably at least 50% of our biggest leads were the result of using LinkedIn InMails.” - Dmitry Davydov, Chief Marketing Officer at Bitrix24 http://medialeaders.com/public-relations-tips-brands/
  21. 21. Bet you didn’t know that Stats from study coming soon by www.salesforce.com
  22. 22. Stats from study coming soon by www.salesforce.com
  23. 23. Stats from study coming soon by www.salesforce.com
  24. 24. submit your slides on Wed/Thur Stats from study coming soon by www.salesforce.com
  25. 25. Stats from study coming soon by www.salesforce.com
  26. 26. http://www.slideshare.net/BlueCoat/mobile-securityrisks/
  27. 27. Use the custom Tweet button to “trend in social media” and get on the SlideShare Homepage.
  28. 28. https://www.bluecoat.com/company-blog/2014-02-20/why-your-mobile-device-isn%E2%80%99t-secure-you-think Use a custom button to entice people to click through to your site.
  29. 29. Stats from study coming soon by www.salesforce.com
  30. 30. Stats from study coming soon by www.salesforce.comStats from study coming soon by www.salesforce.com
  31. 31. Stats from study coming soon by www.salesforce.com
  32. 32. Stats from study coming soon by www.salesforce.com
  33. 33. Stats from study coming soon by www.salesforce.com
  34. 34. Stats from study coming soon by www.salesforce.com
  35. 35. Thats Good Stats from study coming soon by www.salesforce.com
  36. 36. Stats from study coming soon by www.salesforce.com
  37. 37. Stats from study coming soon by www.salesforce.com
  38. 38. Stats from study coming soon by www.salesforce.com
  39. 39. Stats from study coming soon by www.salesforce.com
  40. 40. Stats from study coming soon by www.salesforce.com
  41. 41. Stats from study coming soon by www.salesforce.com
  42. 42. The newly launched Autoplay feature has helped short form videos perform really well. Use what you are making on Instagram or Vine and post on FB. We are seeing really good engagement for no extra effort.
  43. 43. Stats from study coming soon by www.salesforce.comStats from study coming soon by www.salesforce.com
  44. 44. Stats from study coming soon by www.salesforce.com
  45. 45. Stats from study coming soon by www.salesforce.com
  46. 46. Stats from study coming soon by www.salesforce.com
  47. 47. Stats from study coming soon by www.salesforce.com
  48. 48. Stats from study coming soon by www.salesforce.com
  49. 49. Very few, if any of you will want to use Vine.
  50. 50. If you do, start by repurposing existing videos.
  51. 51. Integrate with your Twitter campaigns.
  52. 52. Stats from study coming soon by www.salesforce.com
  53. 53. But 100% of the Internet gets news from Reddit.
  54. 54. Altruistic content WINS on Reddit.
  55. 55. Altruistic content WINS on the Entire Internet.
  56. 56. You’re working harder than a T-Rex making a bed
  57. 57. Make your Social Consistent With Social Mark UP
  58. 58. Start by making your Social Consistent with Open Graph http://time.com/2863227/ending-the-war-on-fat/ B l o g ! P o s t
  59. 59. F a c e b o o k ! P o s t
  60. 60. G o o g l e + ! P o s t
  61. 61. L i n k e d I N ! P o s t
  62. 62. Where’s the Pic?
  63. 63. Should of…
  64. 64. http://pixartheory.com
  65. 65. ! <title>The Pixar Theory</title> <meta property='og:locale' content='en_US'/> <meta property='og:type' content='article'/> <meta property='og:title' content='The Pixar Theory an Interactive Story, by @97thfloor #pixartheory'/> <meta property='og:description' content='Every Pixar movie is connected. This interactive graphic tells the story of how and why.'/> <meta property='og:url' content='http://www.pixartheory.com'/> <meta property='og:site_name' content='The Pixar Theory'/> <meta property='og:image' content='http://www.97thfloor.com/wp-content/uploads/2013/07/ The-Pixar-Theory-share-1.jpg'/> <meta property='og:image' content='http://www.97thfloor.com/wp-content/uploads/2013/07/ The-Pixar-Theory-share-2.jpg'/> <meta property='og:image' content='http://www.97thfloor.com/wp-content/uploads/2013/07/ kitty.jpg'/> https://developers.facebook.com/docs/opengraph
  66. 66. https://dev.twitter.com/docs/cards
  67. 67. https://dev.twitter.com/docs/cards/validation/validator
  68. 68. Get more mileage out of your existing efforts
  69. 69. Find your top performing content PixarTheory.com
  70. 70. It can be anything
  71. 71. A Video
  72. 72. Infographic
  73. 73. Blog Post
  74. 74. White Paper
  75. 75. Case Study
  76. 76. Interactive Marketing App https://www.discover.com/student-loans/majors/
  77. 77. Then…
  78. 78. Blog Post https://www.bluecoat.com/company-blog/2014-04-29/most-advanced-cyber-threats-come-seemingly-innocent-places-0
  79. 79. To SlideShare http://www.slideshare.net/BlueCoat/ss-the-most-advanced-cyber-threats-1
  80. 80. Make your images dance for more flavor https://www.bluecoat.com/company-blog/2014-04-29/most-advanced-cyber-threats-come-seemingly-innocent-places-0
  81. 81. Use what you are already doing.
  82. 82. http://www.digicert.com/news/increasing-online-trust-infographic.htm
  83. 83. and squeeze every last drop.
  84. 84. http://www.slideshare.net/DigiCertCom/increasing-onlinetrust
  85. 85. Interactive Marketing Apps Get on the Bandwagon
  86. 86. https://turbotaxcpaselect.intuit.com/history-of-taxes/
  87. 87. Interactive's are engaging. Calls to action convert. https://turbotaxcpaselect.intuit.com/history-of-taxes/
  88. 88. Useful, Altruistic Content WINS!
  89. 89. Useful, Altruistic Content WINS! http://techpageone.dell.com/big-data-powering-world/
  90. 90. Useful, Altruistic Content WINS! https://www.discover.com/student-loans/majors/
  91. 91. Useful, Altruistic Content WINS! https://www.discover.com/student-loans/majors/
  92. 92. Recap Where to start with content for social Promotion tips on social Get more mileage with repurposing content Interactive marketing apps
  93. 93. Chris Bennett CEO/Founder 97thFloor.com @chrisbennett - @97thfloor https://www.linkedin.com/company/97th-floor ! SoCalBMA.org @socalbma https://www.linkedin.com/company/SoCalBMA https://www.facebook.com/SoCalBMA #socalbma
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