Campaigns are dead - long live content.

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My presentation from the B2B Marketing Annual Conference, 11 Nov 2010.

Synopsis: Traditional broadcast, interruption-based marketing ain't working and along with it the concept of marketing campaigns. Through away that campaign planning spreadsheet with those nicely ordered marcomms activities. The B2B buying journey has changed entirely! You can't run a 'go to market' when its convenient for you. You need to be always on and always consistent. Focus on generating good content that harnesses your expertise, addresses your audience's challenges and has a life of its own beyond a few mailshots or events. It's not about you any more, it's about them.

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  • So true, especially in B2B. Content helps build relationships that last.
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Campaigns are dead - long live content.

  1. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com Campaigns are dead - long live content. John Watton, CMO, ShipServ 11 November, 2010
  2. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com I will cover… • A bit about me • A bit about ShipServ • Campaigns • What we’ve done • 6 recommendations
  3. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com A bit about ShipServ • E-marketplace. $3.3bn in spending power • Connect buyers & sellers of commercial ship supplies • Flexible monetisation model – Some Freemium elements – Buyer Subscriptions – Seller listings and advertisements • Go-to-market approach – Regional Field sales (10+) – Philippines-based telesales team (60+)
  4. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
  5. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com The tradition…
  6. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com Based on • Big ideas • Orchestrating execution within a certain timescale • Fiscal years • Broadcast • Creative led • Switch on / switch off • Execution when its convenient for marketing (i.e. us)
  7. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com What’s changed • Continual conversation vs. broadcast • Its more expensive to delete than create • Consumers now take part in lots of small acts (like sharing, liking and rating content) • Success is about leveraging an eco-system that engenders many little big ideas, that cumulatively create something truly unique and special • The customer owns the timing
  8. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com What’s needed • Always-on mindset • A “living” content platform • A nurturing approach to generating leads • Campaigns = themes • Consistency • Content-led
  9. Your showcase
  10. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com Data Platform Content & Distribution Social Sharing The tools of the trade
  11. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com Creating the right content • Has to pass a higher bar than ever before • What passes that test? – Information that a buyer believes will • Save a fortune • Make a fortune • Keep him in his job • Keep him out of jail
  12. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com Getting more “2.0” FROM • Impersonal • Shout • Sell • Persuade • Instruct • Product Vendor • Promote TO • Personality • Listen • Nurture • Participate • Inspire • Trusted service • Entertain From “We USE ShipServ” to “We’re MEMBERS OF ShipServ”
  13. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com Our content marketing plan v1.0 • Content and micro-content around calendared themes • Promote and distribute the content through low cost online media – especially social media like LinkedIn and feeding the Twitter account with blog posts, social releases, etc. • SEO keyword planning and site and landing page optimization • Creating a LinkedIn Group as a community hub and encouraging membership • Exploitation of five other maritime groups on LinkedIn (who together have over 11,000 members) • Viral videos to lighten the conversation • Marketo lead nurturing and lead scoring to track visitor behaviour and create sales-ready leads
  14. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com Our content marketing plan v2.0 • Started with big themes • PLUS quickly incorporated – Short company news & updates – Pimping our own content – “Bigging up” customers, partners, etc – “Come and meet us” – “Hey we’re people just like you”
  15. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com Publish once. Distribute many. web RSS Linkedin twitter facebook
  16. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
  17. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
  18. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
  19. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
  20. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
  21. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
  22. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com “Splash and drip” – using content to nurture leads Month 1 Month 2 Tip #1 ……Tip #2………#3……...#4…...…#5…...…#6…..…#7….…#8..…..Tip #9 Month 12 12 month campaign Promotion & download Blog Newsletter eBook Lead nurturing Lead scoring Sales intelligence
  23. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com Sfdc Win report Always on Thought Leadership Piece 1972901182 Solutions Overview Video Downloads Piece Product Overview Visits web page Pass to Sales Requests Callback 1726
  24. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com Meet Rex
  25. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com Sfdc Win report Adapt & extend Thought Leadership piece Solutions Overview Video Downloads Piece Product Overview Visits web page Pass to Sales Requests CallBack 941
  26. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com The benefits • Speed – to respond to timely stuff • Informality – lets us be more human • Engagement – elicits comment & feedback • Connectedness – ease of linking to (and co-opting) anything on the web • Social Media fodder – something to tweet or link to from LinkedIn, etc • SEO mojo
  27. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com 6,406 people have read our blog in 12 months#readers Weeks 0 1000 2000 3000 4000 5000 6000 7000
  28. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com 6 recommendations
  29. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com 1. Think long term
  30. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com 2. Go micro
  31. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com 3. Leave your (digital) fingerprints everywhere
  32. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com 4. Get into a routine
  33. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com 5. Re-pimp your content
  34. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com 6. Be consistent
  35. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
  36. Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com Thank You jwatton@shipserv.com / @jwatton

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