There's a lot of marketing technology that helps B2B marketers connect with customers...but are you losing the human touch along the way? This webinar shares ideas for how to better humanize your brand with - and outside of - your martech stack.

1. Humanizing your Brand with
Marketing Technology
Wednesday, June 1 2016

2. Jim Williams
Vice President of Marketing
Influitive
@jimcwilliams @influitive

3. Look
Familiar?
3

4. 4
79% leads that never
convert to sales
68% content marketing
strategies are ineffective
64% consumers don’t trust
company information
Sources: Marketing Sherpa
Hubspot, Kolsky

5. 5
92% of buyers trust
recommendations from
individuals not brands

6. Marketers Don’t Communicate Like People
6

7. Traditional marketing has
turned into a shouting match

8. Company-Driven
Marketing
• Me-first: company talking about itself
• Pushing products
• Handful of go-to references
• Companies try to control their brand
• Sales tries to own and control the
buying process
Advocate-Driven
Marketing
• Customers talking about their experience
• Building lifetime relationships
• Army of active advocates
• Brands are built by customers
• Existing customers help prospects navigate
the buying process
to
8
How do you cut through the noise ?
embrace a new model of marketing

9. Your customers can
help humanize
your marketing
– if you let them!
9
Stage 1
Talk about
them, not YOU
Stage 2
Involve them in
your marketing
Stage 3
Empower & mobilize them to market on your behalf

10. Stage 1: Talk about your customers, not your company
10

11. Real stories spark an emotional connection
11

12. What Really Motivates Buyers?
12

13. Stage 2: Involve your customers in your
marketing
13
150%

14. 14
Stage 3: Empower & mobilize them to
market for you

15. 15
Data.com
44% ↑ in
reference customers
7 new case studies
3 customer success
story videos
31 customers opt in to
speak at events
100%↑ in
customer stories

16. 100% Sourced Customer Content
16

17. 17
Subject Line: Grab a coffee with Davin from Intuit
Hi {first name},
{Personalized greeting/context}. I have a great
opportunity that just fell in my lap and I immediately
thought of you.
This isn’t webinar. We’re extending the invitation to
only ~12 or so folks and you will have an opportunity
to get your questions answered.
Every meet up needs coffee so if you let me know
that you are interested, we will send you a $25
Starbucks gift card after the meeting.

18. 18

19. 19

20. Start right now
By tapping into the potential of your
existing customers and initiatives
20

21. Influitive powers your advocate community
On the web, on the go and in your app
21
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LEARN MORE
www.influitive.com