Mr. Know It All!Brainy B2B Brands for aSocial, Mobile Planet!!
“Brainy B2B Brands for a Social, Mobile Planet”!2!B2B brand marketers are in the information business.!Be in the right pla...
David Smith!3!Creative Director, McClenahan Bruer!david@mcbru.com!@davidtweets!!McClenahan Bruer, or McBru to ourfriends, ...
@davidtweets	  at	  #wvpdx	  “Brainy B2B Brands for a Social, Mobile Planet”!o MOBILIZE AND SOCIALIZE!•  Optimize email fo...
@davidtweets	  at	  #wvpdx	  Be in the right place!5!Events!Direct sales!Channel!Website / Email!Mobile + Social Media!!!!...
@davidtweets	  at	  #wvpdx	  At the right time – across the sales cycle!6	  Digital	  Evolu4on	  of	  B2B	  Marke4ng,	  CE...
@davidtweets	  at	  #wvpdx	  With the right information!7	  o HIGH QUALITY ANSWERS FROM YOUR 
COMPANY’S EXPERTS!o EASY, RI...
@davidtweets	  at	  #wvpdx	  B2B buyers want all the information!8	  2013	  B2B	  Content	  Preferences	  Survey,	  Demand...
@davidtweets	  at	  #wvpdx	  What B2B marketers offer!9	  Top Tactics!Social media (other than blogs)!Articles on own webs...
The Impact of Mobile – 24/7Access to Content!10!
@davidtweets	  at	  #wvpdx	  B2B buyers are mobilizing!11	  Percentage of firms already implemented or have already impleme...
@davidtweets	  at	  #wvpdx	  B2B buyers are mobilizing!12	  Four out of five 
B2B buyers accesscontent on theirsmartphones*...
@davidtweets	  at	  #wvpdx	  B2B buyers are mobilizing!13	  
@davidtweets	  at	  #wvpdx	  B2B marketers are mobilizing!14	  IDG	  2013	  Tech	  B2B	  Lead	  Genera4on	  Report	  
@davidtweets	  at	  #wvpdx	  Easy first step: mobile advertising!15	  *IDG	  Tech	  B2B	  Buyers	  Survey,	  2012	  41%!Per...
@davidtweets	  at	  #wvpdx	  Mobilizing content for smartphones!16	  Top Tactics!Social media (other than blogs)!Articles ...
@davidtweets	  at	  #wvpdx	  Mobilizing content for smartphones!17	  Email	  Social	  media	  Web	  
@davidtweets	  at	  #wvpdx	  Top business uses of smartphones!o 1. PHONE CALLS!o 2. EMAIL!o 3. SMS (TEXTING)!o 4. CONTACTS...
@davidtweets	  at	  #wvpdx	  Mobilize email with responsive design!o BIG IMAGES!o BIG TEXT!o BIG BUTTONS!o ONE COLUMN!19	 ...
@davidtweets	  at	  #wvpdx	  Another mobile email example!20	  Email	  on	  desktop/tablet	  Email	  on	  smartphone	  
@davidtweets	  at	  #wvpdx	  Mobilizing content for tablets!21	  Top Tactics!Social media (other than blogs)!Articles on o...
@davidtweets	  at	  #wvpdx	  Mobilizing web content for tablets!22	  o RETHINK !o EVERYTHING!o NOT!!
@davidtweets	  at	  #wvpdx	  Mobilizing web content for tablets!o BIG IMAGES!o BIG BUTTONS!o ONE / TWO COLUMNS!o SIMPLE ME...
@davidtweets	  at	  #wvpdx	  Step 2: develop apps to deliver content!24	  
@davidtweets	  at	  #wvpdx	  Educates sales team and customers!25	  
The Lure of Video!26!
@davidtweets	  at	  #wvpdx	  B2B audiences like video!27	  IDG	  Echo	  Effect	  Study,	  2012	  
@davidtweets	  at	  #wvpdx	  Video helps drive engagement!28	  
@davidtweets	  at	  #wvpdx	  A fastest growing marketing tactic!29	  Content	  Marke4ng	  Ins4tute	  and	  Marke4ngProfs,	...
@davidtweets	  at	  #wvpdx	  A fastest growing marketing tactic!30	  Source:	  Arke4	  2012	  Tech	  CMO	  RoundTable	  
@davidtweets	  at	  #wvpdx	  Video delivers all kinds of information!31	  hap://contentmarke4ngins4tute.com/2013/04/video-...
@davidtweets	  at	  #wvpdx	  Video delivers all kinds of answers!32	  Awareness!!!!!!!Testimonial!!!!!!!Thought leadership...
@davidtweets	  at	  #wvpdx	  Be in the right place!33!Events!Direct sales!Channel!Website / Email!Mobile + Social Media!!!...
The Impact of Social Media –“Peer Power”!34!
@davidtweets	  at	  #wvpdx	  B2B buyers are using social media!35	  The Demand Gen 2012 “Inside The Mind Of the B2B Buyer”...
@davidtweets	  at	  #wvpdx	  B2B buyers lean towards LinkedIn!36	  40%	  53%	  46%	  26%	  11%	  11%	  14%	  23%	  0%	   2...
@davidtweets	  at	  #wvpdx	  B2B buyers use social media for answers!37	  IDG	  Echo	  Effect	  Study,	  2012	  
@davidtweets	  at	  #wvpdx	  B2B marketers use LI, FB, Twitter!38	  Content	  Marke4ng	  Ins4tute	  and	  Marke4ngProfs,	 ...
@davidtweets	  at	  #wvpdx	  Social media networks spread content!39	  IDG	  2013	  Tech	  B2B	  Lead	  Genera4on	  Report...
@davidtweets	  at	  #wvpdx	  Build your networks intelligently!40	  getlittlebird.com!
@davidtweets	  at	  #wvpdx	  Being Social Pays Off!41	  IDG	  Echo	  Effect	  Study,	  2012	  
@davidtweets	  at	  #wvpdx	  B2B buyers share content on networks!42	  2013	  B2B	  Content	  Preferences	  Survey,	  Dema...
@davidtweets	  at	  #wvpdx	  Help buyers find answers and each other!o REACTION DESIGN CLEAN COMBUSTION GROUP!43	  hap://mc...
@davidtweets	  at	  #wvpdx	  Start With a Social Media 360!44	  Discovery!Analysis!Recommendations!
Maintaining Brand Consistency!45!
@davidtweets	  at	  #wvpdx	  The right information!46	  Content	  has	  emerged	  as	  the	  centerpiece	  of	  customer	 ...
@davidtweets	  at	  #wvpdx	  Who owns this mess?!o YOU OWN THE BRAND!47	  
@davidtweets	  at	  #wvpdx	  Keep in control of your messaging!48	  Brand identity!Personas!Messaging!
@davidtweets	  at	  #wvpdx	  Define and share content strategy!49	  Funnel	  Mapping	  Audit	  and	  Analysis	  Recommenda4...
@davidtweets	  at	  #wvpdx	  Centralize for content consistency!50	  Digital	  Evolu4on	  of	  B2B	  Marke4ng,	  CEB	  201...
@davidtweets	  at	  #wvpdx	  Combine social + web + mobile planning!51	  See	  the	  ar4cle	  today	  (May	  24)	  on	  We...
@davidtweets	  at	  #wvpdx	  “Brainy B2B Brands for a Social, Mobile Planet”!o MOBILIZE AND SOCIALIZE!•  Optimize email fo...
“Brainy B2B Brands for a Social, Mobile Planet”!53!B2B brand marketers are in the information business.!Be in the right pl...
54!Thank you!Follow me for copy of the slides:
@davidtweets
david@mcbru.com!!
Upcoming SlideShare
Loading in...5
×

Mr Know It All: Brainy B2B Brands for a Social, Mobile World

756

Published on

Talk at WebVisions Portland 2013 by David Smith on May 24, 2013

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
756
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "Mr Know It All: Brainy B2B Brands for a Social, Mobile World"

  1. 1. Mr. Know It All!Brainy B2B Brands for aSocial, Mobile Planet!!
  2. 2. “Brainy B2B Brands for a Social, Mobile Planet”!2!B2B brand marketers are in the information business.!Be in the right place!At the right time!With the right information.!
  3. 3. David Smith!3!Creative Director, McClenahan Bruer!david@mcbru.com!@davidtweets!!McClenahan Bruer, or McBru to ourfriends, is a full-service, integrated techB2B marketing agency. It’s all we do,so we do it extremely well. We sharpenstrategy. We build, deploy and rideherd on programs. We scrutinizeresults to build a springboard to evenbetter results.!!Strategy + creativity + innovation.That’s how we add up.!!www.mcbru.com!!
  4. 4. @davidtweets  at  #wvpdx  “Brainy B2B Brands for a Social, Mobile Planet”!o MOBILIZE AND SOCIALIZE!•  Optimize email for smartphones!•  Start adapting web/content assets for tablets!•  Use the lure of video!•  Build and leverage social peer power!•  Centralize planning and expertise!4  Be in the right place!At the right time!With the right information.!
  5. 5. @davidtweets  at  #wvpdx  Be in the right place!5!Events!Direct sales!Channel!Website / Email!Mobile + Social Media!!!!!!!In-Person! Online!Limited time!Always on!
  6. 6. @davidtweets  at  #wvpdx  At the right time – across the sales cycle!6  Digital  Evolu4on  of  B2B  Marke4ng,  CEB  2012  
  7. 7. @davidtweets  at  #wvpdx  With the right information!7  o HIGH QUALITY ANSWERS FROM YOUR 
COMPANY’S EXPERTS!o EASY, RIGHT?!
  8. 8. @davidtweets  at  #wvpdx  B2B buyers want all the information!8  2013  B2B  Content  Preferences  Survey,  Demand  Gen  Report  “When  asked  about  overall  value,  three  formats  stand  out  in  2013:  white  papers,  E-­‐books  and  webinars.”  
  9. 9. @davidtweets  at  #wvpdx  What B2B marketers offer!9  Top Tactics!Social media (other than blogs)!Articles on own website!eNewsletters!Blogs!Important Tactics!Case studies!Videos!Articles on other websites!In Person Events!White Papers!2013  Content  Marke4ng  Benchmarks,  CMI  and  Marke4ngProfs  
  10. 10. The Impact of Mobile – 24/7Access to Content!10!
  11. 11. @davidtweets  at  #wvpdx  B2B buyers are mobilizing!11  Percentage of firms already implemented or have already implemented BYODPrograms.!60%!BYOD!47%!BYOD!Key Strategies To Capture And Measure The ValueOf Consumerization Of IT, Forrester, 2012!
  12. 12. @davidtweets  at  #wvpdx  B2B buyers are mobilizing!12  Four out of five 
B2B buyers accesscontent on theirsmartphones*!Over half 
of B2B buyersaccess content ontablets*!* 2013 B2B Content Preferences Survey, Demand Gen Report!24/7 accessoutside theworkplace!Easy access tocontent andservices!
  13. 13. @davidtweets  at  #wvpdx  B2B buyers are mobilizing!13  
  14. 14. @davidtweets  at  #wvpdx  B2B marketers are mobilizing!14  IDG  2013  Tech  B2B  Lead  Genera4on  Report  
  15. 15. @davidtweets  at  #wvpdx  Easy first step: mobile advertising!15  *IDG  Tech  B2B  Buyers  Survey,  2012  41%!Percentage of B2B tech buyers purchaseda product within six months of seeing an adon a mobile device*!
  16. 16. @davidtweets  at  #wvpdx  Mobilizing content for smartphones!16  Top Tactics!Social media (other than blogs)!Articles on own website!eNewsletters!Blogs!Important Tactics!Case studies!Videos!Articles on other websites!In Person Events!White Papers!2013  Content  Marke4ng  Benchmarks,  CMI  and  Marke4ngProfs  
  17. 17. @davidtweets  at  #wvpdx  Mobilizing content for smartphones!17  Email  Social  media  Web  
  18. 18. @davidtweets  at  #wvpdx  Top business uses of smartphones!o 1. PHONE CALLS!o 2. EMAIL!o 3. SMS (TEXTING)!o 4. CONTACTS/CALENDAR/TASKS!o 5. OTHER NAVIGATION!18  IDATE  survey  of  smartphone  use  for  business  in  France,  Germany  and  UK,  2012    
  19. 19. @davidtweets  at  #wvpdx  Mobilize email with responsive design!o BIG IMAGES!o BIG TEXT!o BIG BUTTONS!o ONE COLUMN!19  Email  on  desktop/tablet  Email  on  smartphone  
  20. 20. @davidtweets  at  #wvpdx  Another mobile email example!20  Email  on  desktop/tablet  Email  on  smartphone  
  21. 21. @davidtweets  at  #wvpdx  Mobilizing content for tablets!21  Top Tactics!Social media (other than blogs)!Articles on own website!eNewsletters!Blogs!Important Tactics!Case studies!Videos!Articles on other websites!In Person Events!White Papers!2013  Content  Marke4ng  Benchmarks,  CMI  and  Marke4ngProfs  
  22. 22. @davidtweets  at  #wvpdx  Mobilizing web content for tablets!22  o RETHINK !o EVERYTHING!o NOT!!
  23. 23. @davidtweets  at  #wvpdx  Mobilizing web content for tablets!o BIG IMAGES!o BIG BUTTONS!o ONE / TWO COLUMNS!o SIMPLE MENUS!o LONG PAGES!o NO FLASH!23  
  24. 24. @davidtweets  at  #wvpdx  Step 2: develop apps to deliver content!24  
  25. 25. @davidtweets  at  #wvpdx  Educates sales team and customers!25  
  26. 26. The Lure of Video!26!
  27. 27. @davidtweets  at  #wvpdx  B2B audiences like video!27  IDG  Echo  Effect  Study,  2012  
  28. 28. @davidtweets  at  #wvpdx  Video helps drive engagement!28  
  29. 29. @davidtweets  at  #wvpdx  A fastest growing marketing tactic!29  Content  Marke4ng  Ins4tute  and  Marke4ngProfs,  2012  
  30. 30. @davidtweets  at  #wvpdx  A fastest growing marketing tactic!30  Source:  Arke4  2012  Tech  CMO  RoundTable  
  31. 31. @davidtweets  at  #wvpdx  Video delivers all kinds of information!31  hap://contentmarke4ngins4tute.com/2013/04/video-­‐content-­‐b2b-­‐content-­‐marke4ng/  
  32. 32. @davidtweets  at  #wvpdx  Video delivers all kinds of answers!32  Awareness!!!!!!!Testimonial!!!!!!!Thought leadership!!!!!!!Education!!!!!!!
  33. 33. @davidtweets  at  #wvpdx  Be in the right place!33!Events!Direct sales!Channel!Website / Email!Mobile + Social Media!!!!!!!In-Person! Online!Limited time!Always on!
  34. 34. The Impact of Social Media –“Peer Power”!34!
  35. 35. @davidtweets  at  #wvpdx  B2B buyers are using social media!35  The Demand Gen 2012 “Inside The Mind Of the B2B Buyer” Survey!72% of our respondents said they used socialmedia to research their solution purchase!
  36. 36. @davidtweets  at  #wvpdx  B2B buyers lean towards LinkedIn!36  40%  53%  46%  26%  11%  11%  14%  23%  0%   20%   40%   60%  Google+  Twiaer  Facebook  LinkedIn  Use  All  The  Time  For  Work  Never  Use  For  Work  IDG  Connect,  based  on  727  Global  IT  and  Business  Respondents  
  37. 37. @davidtweets  at  #wvpdx  B2B buyers use social media for answers!37  IDG  Echo  Effect  Study,  2012  
  38. 38. @davidtweets  at  #wvpdx  B2B marketers use LI, FB, Twitter!38  Content  Marke4ng  Ins4tute  and  Marke4ngProfs,  2012  
  39. 39. @davidtweets  at  #wvpdx  Social media networks spread content!39  IDG  2013  Tech  B2B  Lead  Genera4on  Report  
  40. 40. @davidtweets  at  #wvpdx  Build your networks intelligently!40  getlittlebird.com!
  41. 41. @davidtweets  at  #wvpdx  Being Social Pays Off!41  IDG  Echo  Effect  Study,  2012  
  42. 42. @davidtweets  at  #wvpdx  B2B buyers share content on networks!42  2013  B2B  Content  Preferences  Survey,  Demand  Gen  Report  
  43. 43. @davidtweets  at  #wvpdx  Help buyers find answers and each other!o REACTION DESIGN CLEAN COMBUSTION GROUP!43  hap://mcclenahanbruer.tumblr.com/  
  44. 44. @davidtweets  at  #wvpdx  Start With a Social Media 360!44  Discovery!Analysis!Recommendations!
  45. 45. Maintaining Brand Consistency!45!
  46. 46. @davidtweets  at  #wvpdx  The right information!46  Content  has  emerged  as  the  centerpiece  of  customer  engagement  efforts;  yet,  content  s7ll  seems  to  be  “everyone’s  job  and  no  one’s  job.”  -­‐  Digital  Evolu4on  of  B2B  Marke4ng,  the  Execu4ve  Board  2012  
  47. 47. @davidtweets  at  #wvpdx  Who owns this mess?!o YOU OWN THE BRAND!47  
  48. 48. @davidtweets  at  #wvpdx  Keep in control of your messaging!48  Brand identity!Personas!Messaging!
  49. 49. @davidtweets  at  #wvpdx  Define and share content strategy!49  Funnel  Mapping  Audit  and  Analysis  Recommenda4ons  
  50. 50. @davidtweets  at  #wvpdx  Centralize for content consistency!50  Digital  Evolu4on  of  B2B  Marke4ng,  CEB  2012  
  51. 51. @davidtweets  at  #wvpdx  Combine social + web + mobile planning!51  See  the  ar4cle  today  (May  24)  on  Website  Magazine  websitemagazine.com  Update  Needed:  The  Brand  Revamp  Process  by  Allison  Howen    
  52. 52. @davidtweets  at  #wvpdx  “Brainy B2B Brands for a Social, Mobile Planet”!o MOBILIZE AND SOCIALIZE!•  Optimize email for smartphones!•  Start adapting web/content assets for tablets!•  Use lure of video!•  Build and leverage social peer power!•  Centralize planning and expertise!52  
  53. 53. “Brainy B2B Brands for a Social, Mobile Planet”!53!B2B brand marketers are in the information business.!Be in the right place!At the right time!With the right information.!
  54. 54. 54!Thank you!Follow me for copy of the slides:
@davidtweets
david@mcbru.com!!

×