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12 Lessons from the B2B Marketing Manifesto Campaign
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12 Lessons from the B2B Marketing Manifesto Campaign

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Twelve lessons from the recent B2B Marketing Manifesto campaign by Velocity Partners.

Twelve lessons from the recent B2B Marketing Manifesto campaign by Velocity Partners.

Published in Business , News & Politics
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  • 1. Twelve thingswe learned from ourB2B Marketing Manifesto campaign
  • 2. The Manifesto• A 52-page rant• Core of a Velocity content marketing campaign• Total budget £25k
  • 3. Project Open KimonoThe living case study
  • 4. The campaign Social Media Onine PR Email Blog Search
  • 5. What we learned
  • 6. Target one, single persona. Think ‘psychographics’ not just demographics.
  • 7. Give influencers a preview. (And thank them.)
  • 8. Cross-promoteyour other content. Content Marketing Workbook Downloads After Manifesto Before Manifesto
  • 9. Create spin-offs.And atomise them around the web. Slideshare Prezi Docstoc Scribd YouTube Vimeo LinkedIn Blogs
  • 10. Guest blog.Around the issues covered in your content. Traffic Backlinks Googlejuice New friends
  • 11. A/BTest stuff Form/No Form? Auto DM Tweet? Text or HTML? LinkedIn ads?
  • 12. sto n ife a n =m aig Set up the a mp c t m_ &u it ter tw iu m= analytics first. d _ me tm l&u ocia e =s ourc And use tagged URLs _s utm k/? boo st o-e e a nif g-m etin ark b-m 0 /b2 /2 0 /09 1 k /20 .u . co ers a rtn ityp loc ve w w. ://whttp
  • 13. Get a search keyphraseinto your title.So backlinks have valuable anchor text. } Backlink Love for “B2B Marketing”
  • 14. Set targetsGranular targets. With numbers.
  • 15. Six-Month Goals 1000 downloads 200 prospect names and emails 25% spike in downloads of other content 50 comments Google US rank from 16 to top 10 Google UK rank from 7 to top 5 Search term visitors + 50% Social media conversion rate +100% Conversion rate for “B2B marketing” +35% 250 direct links to the download page Newsletter CTR +35% Visits from social media by +50% Improve engagement – time on site, bounceOnline PR visits + 50%; conversion rate +100% One concrete business meeting
  • 16. Six-Month Goals 1506 +399 1000 downloads +171% 200 prospect names and emails 25% spike in downloads of other content 87 50 comments Google US rank from 16 to top 10 x Google UK rank from 7 to top 5 x Search term visitors + 50% +86% Social media conversion rate +100% +2932% Conversion rate for “B2B marketing” +35% x +27% 250 direct links to the download page x +85 Newsletter CTR +35% +50% Visits from social media by +50% +65% Improve engagement – time on site, bounce +18%Online PR visits + 50%; conversion rate +100% +5000%+177% One concrete business meeting 10 meetings, 5 projects 700% ROI And still growing...
  • 17. If you use a form,do a survey.And use the results as new content.
  • 18. Get personal.Respond to people with a note.
  • 19. Capture and share learning.Or it’s not really learning.
  • 20. Put your head and heart into it. You’re going to be living with your content for a long time.
  • 21. Come and get itpartners.co.uk twitter.com/dougkessler