8. 86%
skip TV ads
44%
of direct mail is
never opened
91%
unsubscribe
200m
Say DO NOT CALL
8
9. The new marketing playbook
SEO
Social Media
Blogging
Email Marketing
Lead Nurturing
Social CRM
Landing Pages
Video
Marketing Automation
Marketing Analytics
10. 1
Where do
B2B buyers
1 get their
information? 37%
Catalogs
71%
35%
Seminars
Internet
39%
41% Trade
Trade Shows
Groups
Source: Rewiring Your B2B Rulebook
(Research from Google & Compete, conducted in October 2011)
14. The worst thing we
did in marketing
last year was attend
several trade shows
and events with low
yield and ROI.
Marketing Professional
Professional Services/Consulting
26 to 50 Employees
15. This past year we
spent a few hundred
dollars on a door-
hanger marketing
piece and got no
response—at all.
Business Owner
Professional Services/Consulting
1 to 5 Employees
28. Think about
your
personas
Photo: Kadient with their personas, courtesy of David Meerman Scott
29. Get Into the Content Mindset
• Make emails into blog posts
• Turn forum posts into blog
posts
• Shoot videos at events
• Interview customers for your
blog
• Repurpose company data for
public reports
• Share lessons you learn
Flick Photo: Cindiann
30. Content fuels inbound marketing
Content
Search Engine Email Marketing &
Optimization Lead Nurturing
Social Media Landing Page Offers
33. Biggest Blogging Mistake
Don’t use a “free” URL from a blog service
• Sitex-corp.blogspot.com
NO • Sitex-corp.typepad.com
• Sitex-corp.wordpress.com
• Blog.Sitex-corp.com
YES • Sitex-corp.com/Blog
• UniformCleaningTips.com
52. The best things we’ve done
to drive leads and sales
this past year is embrace
social media, establish a
blog, and convince
ownership to accept
inbound marketing
strategy.
Marketing Professional
Manufacturing Industry
201 to 500 Employees
54. 1 Listen
• What are people saying about…
– You?
– Your competitors?
– Their problems?
• Who’s talking?
– Customers
– Prospects
– Competitors
– Thought leaders
55. 2 Share
• Your content spread your reach
• Questions start conversations
• Other resources show thought leadership