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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Campaigns are dead - long live content.
John Watton, CMO, ShipServ
11 November, 2010

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I will cover…
• A bit about me
• A bit about ShipServ
• Campaigns
• What we’ve done
• 6 recommendations

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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+)

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The tradition…

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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)

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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

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What’s needed
• Always-on mindset
• A “living” content platform
• A nurturing approach to generating leads
• Campaigns = themes
• Consistency
• Content-led

11. Your showcase

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Data Platform
Content &
Distribution
Social
Sharing
The tools of the trade

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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

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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”

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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

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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”

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Publish once. Distribute many.
web
RSS
Linkedin
twitter
facebook

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“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

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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

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Meet Rex

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Sfdc Win report
Adapt & extend
Thought
Leadership
piece
Solutions
Overview
Video
Downloads
Piece
Product
Overview
Visits web
page Pass to Sales
Requests
CallBack
941

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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

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6,406 people have read our blog in 12 months#readers
Weeks
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6 recommendations

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1. Think long term

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2. Go micro

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3. Leave your (digital) fingerprints everywhere

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4. Get into a routine

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5. Re-pimp your content

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6. Be consistent

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Thank You
jwatton@shipserv.com / @jwatton