B2B CREATIVITYINTRODUCING THEBIG LONG IDEA
// But first a Gorilla…
//
// FUNDAMENTALS  Authentic / Differentiated / Relevant
// B2B needs BIG ideas
HR     Staff  Internal       CI0       CEO             InvestorsIT Manager                 Press     IT People
PR          Video                      Banners    Tweets               Light box Blogs           Whitepaper               ...
PR                     Video                                 Banners               TweetsBIG IDEA                         ...
// B2B needs LONG ideas
BIG IDEA                  Blogs                           DM                  Mobile                 Emails“I’ll have oneo...
The Long Idea                                    TimeAware                                        Customer                ...
The Long Idea                                                TimeAware                                                    ...
The Long Idea                                                                TimeAware                                    ...
The Long Idea                                                                       TimeAware                             ...
The Long Idea                                                TimeAware                                                    ...
The Long Idea                                                                TimeAware                                    ...
The Long Idea                                                                       TimeAware                             ...
// But content isn’t enough
Customer Services  Sales                         Pre Sales               CMOFinance                         Sales Support ...
David Burnand CMO B2B Conference
David Burnand CMO B2B Conference
David Burnand CMO B2B Conference
David Burnand CMO B2B Conference
David Burnand CMO B2B Conference
David Burnand CMO B2B Conference
David Burnand CMO B2B Conference
David Burnand CMO B2B Conference
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David Burnand CMO B2B Conference

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David Burnand CMO B2B Conference

  1. 1. B2B CREATIVITYINTRODUCING THEBIG LONG IDEA
  2. 2. // But first a Gorilla…
  3. 3. //
  4. 4. // FUNDAMENTALS Authentic / Differentiated / Relevant
  5. 5. // B2B needs BIG ideas
  6. 6. HR Staff Internal CI0 CEO InvestorsIT Manager Press IT People
  7. 7. PR Video Banners Tweets Light box Blogs Whitepaper DM MobileEmails HR Staff Internal CI0 CEO Investors IT Manager Press IT People
  8. 8. PR Video Banners TweetsBIG IDEA Light box Blogs Whitepaper DM Mobile Emails HR Staff Internal CI0 CEO Investors IT Manager Press IT People
  9. 9. // B2B needs LONG ideas
  10. 10. BIG IDEA Blogs DM Mobile Emails“I’ll have oneof those please.”
  11. 11. The Long Idea TimeAware Customer PR Video Banners Tweets Light box BIG IDEA Blogs Whitepaper DM Mobile Emails HR Staff Internal CI0 CEO Investors IT Manager Press IT People
  12. 12. The Long Idea TimeAware Customer PR Video Banners Tweets Light box BIG IDEA Blogs Whitepaper DM Mobile Emails HR Staff Internal CI0 CEO Investors IT Manager Press IT People Awareness content
  13. 13. The Long Idea TimeAware Customer PR Video Banners Tweets Light box BIG IDEA Blogs Whitepaper DM Mobile Emails HR Staff Internal CI0 CEO Investors IT Manager Press IT People Awareness Consideration content content
  14. 14. The Long Idea TimeAware Customer PR Video Banners Tweets Light box BIG IDEA Blogs Whitepaper DM Mobile Emails HR Staff Internal CI0 CEO Investors IT Manager Press IT People Awareness Consideration Decision content content content
  15. 15. The Long Idea TimeAware Customer PR Video Banners Tweets Light box BIG IDEA Blogs Whitepaper DM Mobile Emails HR Staff Internal CI0 CEO Investors IT Manager Press IT People Awareness content
  16. 16. The Long Idea TimeAware Customer PR Video Banners Tweets Light box BIG IDEA Blogs Whitepaper DM Mobile Emails HR Staff Internal CI0 CEO Investors IT Manager Press IT People Awareness Consideration content content
  17. 17. The Long Idea TimeAware Customer PR Video Banners Tweets Light box BIG IDEA Blogs Whitepaper DM Mobile Emails HR Staff Internal CI0 CEO Investors IT Manager Press IT People Awareness Consideration Decision content content content
  18. 18. // But content isn’t enough
  19. 19. Customer Services Sales Pre Sales CMOFinance Sales Support Product Development

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