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Dave	
  McQuaid	
  
VP	
  Crea0ve	
  &	
  Digital	
  
VantagePoint	
  Marke0ng	
  
B2B	
   20	
  
years	
  
na+onal	
  
global	
  
History.	
  
Product	
  benefits.	
  
STRATEGY	
  
Equa+on:	
  
Product	
  benefits.	
  
Math.	
  
Food.	
  
+	
  	
  –	
  	
  x	
  	
  =	
  	
  <	
  	
  >	
  
“Where	
  do	
  we	
  go	
  
from	
  here?”	
  
• Con0nue	
  the	
  story.	
  
• Explore!	
  
• Think	
  money.	
  
• Deal	
  with	
  peer	
  pressure.	
  
• Find	
  your...
Failure!	
  
136	
  
Success!	
  
In	
  6	
  months:	
  
•  5000+	
  unique	
  microsite	
  visitors	
  
•  3.5+	
  minutes	
  average	
  0me	
...
Success!	
  
111%	
  
Thank you!"
"
about.me/vantagepoint"
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
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The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing

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When a serious B2B company with a whimsical name needed to change its marketing approach, it looked for a different way to tell its story. Henny Penny, one of the country’s largest manufacturers of foodservice equipment, asked VantagePoint Marketing to help make the financial case for its products.

This quick-moving presentation will explore the creative and strategic process behind an integrated campaign that won top honors from BtoB Magazine and BMA Carolinas. The moral of the story? Marketing industrial B2B products doesn’t need to be boring to be effective.

Published in: Education
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Transcript of "The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing"

  1. 1. Dave  McQuaid   VP  Crea0ve  &  Digital   VantagePoint  Marke0ng  
  2. 2. B2B   20   years   na+onal   global  
  3. 3. History.   Product  benefits.  
  4. 4. STRATEGY  
  5. 5. Equa+on:   Product  benefits.   Math.   Food.  
  6. 6. +    –    x    =    <    >  
  7. 7. “Where  do  we  go   from  here?”  
  8. 8. • Con0nue  the  story.   • Explore!   • Think  money.   • Deal  with  peer  pressure.   • Find  your  own.  
  9. 9. Failure!   136  
  10. 10. Success!   In  6  months:   •  5000+  unique  microsite  visitors   •  3.5+  minutes  average  0me  on  site   •  Nearly  2500  visits  from  ads   •  Over  60%  of  ad  readers  said  they  would     take  ac0on   •  Distributor  appointments  because  of  kit  
  11. 11. Success!   111%  
  12. 12. Thank you!" " about.me/vantagepoint"
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