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

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

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

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  • 1. Mr. Know It All!Brainy B2B Brands for aSocial, Mobile Planet!!
  • 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. 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. @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. @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. @davidtweets  at  #wvpdx  At the right time – across the sales cycle!6  Digital  Evolu4on  of  B2B  Marke4ng,  CEB  2012  
  • 7. @davidtweets  at  #wvpdx  With the right information!7  o HIGH QUALITY ANSWERS FROM YOUR 
COMPANY’S EXPERTS!o EASY, RIGHT?!
  • 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. @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. The Impact of Mobile – 24/7Access to Content!10!
  • 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. @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. @davidtweets  at  #wvpdx  B2B buyers are mobilizing!13  
  • 14. @davidtweets  at  #wvpdx  B2B marketers are mobilizing!14  IDG  2013  Tech  B2B  Lead  Genera4on  Report  
  • 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. @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. @davidtweets  at  #wvpdx  Mobilizing content for smartphones!17  Email  Social  media  Web  
  • 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. @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. @davidtweets  at  #wvpdx  Another mobile email example!20  Email  on  desktop/tablet  Email  on  smartphone  
  • 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. @davidtweets  at  #wvpdx  Mobilizing web content for tablets!22  o RETHINK !o EVERYTHING!o NOT!!
  • 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. @davidtweets  at  #wvpdx  Step 2: develop apps to deliver content!24  
  • 25. @davidtweets  at  #wvpdx  Educates sales team and customers!25  
  • 26. The Lure of Video!26!
  • 27. @davidtweets  at  #wvpdx  B2B audiences like video!27  IDG  Echo  Effect  Study,  2012  
  • 28. @davidtweets  at  #wvpdx  Video helps drive engagement!28  
  • 29. @davidtweets  at  #wvpdx  A fastest growing marketing tactic!29  Content  Marke4ng  Ins4tute  and  Marke4ngProfs,  2012  
  • 30. @davidtweets  at  #wvpdx  A fastest growing marketing tactic!30  Source:  Arke4  2012  Tech  CMO  RoundTable  
  • 31. @davidtweets  at  #wvpdx  Video delivers all kinds of information!31  hap://contentmarke4ngins4tute.com/2013/04/video-­‐content-­‐b2b-­‐content-­‐marke4ng/  
  • 32. @davidtweets  at  #wvpdx  Video delivers all kinds of answers!32  Awareness!!!!!!!Testimonial!!!!!!!Thought leadership!!!!!!!Education!!!!!!!
  • 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. The Impact of Social Media –“Peer Power”!34!
  • 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. @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. @davidtweets  at  #wvpdx  B2B buyers use social media for answers!37  IDG  Echo  Effect  Study,  2012  
  • 38. @davidtweets  at  #wvpdx  B2B marketers use LI, FB, Twitter!38  Content  Marke4ng  Ins4tute  and  Marke4ngProfs,  2012  
  • 39. @davidtweets  at  #wvpdx  Social media networks spread content!39  IDG  2013  Tech  B2B  Lead  Genera4on  Report  
  • 40. @davidtweets  at  #wvpdx  Build your networks intelligently!40  getlittlebird.com!
  • 41. @davidtweets  at  #wvpdx  Being Social Pays Off!41  IDG  Echo  Effect  Study,  2012  
  • 42. @davidtweets  at  #wvpdx  B2B buyers share content on networks!42  2013  B2B  Content  Preferences  Survey,  Demand  Gen  Report  
  • 43. @davidtweets  at  #wvpdx  Help buyers find answers and each other!o REACTION DESIGN CLEAN COMBUSTION GROUP!43  hap://mcclenahanbruer.tumblr.com/  
  • 44. @davidtweets  at  #wvpdx  Start With a Social Media 360!44  Discovery!Analysis!Recommendations!
  • 45. Maintaining Brand Consistency!45!
  • 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. @davidtweets  at  #wvpdx  Who owns this mess?!o YOU OWN THE BRAND!47  
  • 48. @davidtweets  at  #wvpdx  Keep in control of your messaging!48  Brand identity!Personas!Messaging!
  • 49. @davidtweets  at  #wvpdx  Define and share content strategy!49  Funnel  Mapping  Audit  and  Analysis  Recommenda4ons  
  • 50. @davidtweets  at  #wvpdx  Centralize for content consistency!50  Digital  Evolu4on  of  B2B  Marke4ng,  CEB  2012  
  • 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. @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. “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!Thank you!Follow me for copy of the slides:
@davidtweets
david@mcbru.com!!