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.

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

  • 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 repurposing content Interactive marketing apps
  • 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 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/
  • 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 to entice people to click through to your site.
  • 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 or Vine and post on FB. We are seeing really good engagement for no extra effort.
  • 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='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
  • 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-seemingly-innocent-places-0
  • 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 Interactive marketing apps
  • 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