Hi I am Scott, I’m with BrainRider KMGLike to know a little bit about you? What kinda industries are in the room?Show of hands - Left hand for consider you have a big marketing budget, right hand for consider you have a small budgetWhat marketing automation platform do you use That title is so long I will just jump to the answer
The best B2B marketing is still a best practice combination of marketing tools content and programs that drive more traffic and help convert more leads.
Inspired by the thought of that young B2B Marketing Manager I wanted to share 5 B2B Dating Rules from the field
Work from the inside out has been a dating truth since the start of dating.Start with people who approach meMove to people I knowNetwork with the people my people knowAnd at the end of the night try people not looking for me-buy a lot of drinks and focus on your pickup lineWork from the inside out Makes sense from effectivenessMakes sense from cost perspectiveBut to make it work you have to be focused on what your customer wants to know
On the subject of content we stole this dating rule from MarketingSherpaGreat content is always about what your customer wants to know. It makes you much more interesting to connect withBut the payoff is that it give you much richer insight in activity tracking to help convert more customers
Look at your content from a customer perspective.They want different information at different stages in the decision processI am looking for info to help define a problem or opportunityI am looking for info to help investigate and evaluate optionsI am looking for info to help me commit and feel comfortable with the final decisionYour customers will have unique content needs but the good news is that you can use powerful tools like Prospect Insight to help get more visibility into what they want to know.They want your content to be useful, practical, and relevant to what they want to know.Which takes us to the next rule
In dating it is rare that you go from coffee to shazam!And if you do, you know if is not as meaningful.
B2B dating has a different nurturing philosophy – a buyer centric nurturing process.Who remembers what a choose your own adventure book is?Please tell us what it is.And how might it work as B2B dating?
Proprietary home/anchor that syndicates content to outposts that increase findability and reach and drive traffic back to the anchor.
That 45% of traffic comes through our blog, linkedin or twitterSimilar in ITSMA’s research
An example of the way feeds work from our LinkedIn outpostI am rarely on my profile but it spreads up to date information about us every week.Think of the connections your CEO, Biz Dev and product folks have into your market.
How to Drive Traffic and Generate More Leads - Pardot Users Conference
How To Drive More Traffic And Generate More Leads<br />B2B traffic building and lead generation best practices that leverage social media, online advertising, content distribution, sponsorships, offline activity, and SEO<br />
Every program should learn about what your customer wants to know<br />and use that learning to connect with and convert more customers.<br />
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Pipeline<br />Visibility<br />Different Content<br />Content From A Customer Perspective<br />
Rule #3: Don’t Move Too Fast<br />Coffee To Shazam<br />http://www.flickr.com/photos/jtalcott/<br />
Learn To Flirt!<br />http://www.flickr.com/photos/stankus/<br />Form Completion Accuracy Under 40%<br />
Learn To Flirt!<br />http://www.flickr.com/photos/stankus/<br />A glance<br />Small talk in the hall<br />Coffee date<br />Email address<br />Dinner<br />Visit to the parents<br />Nurturing their love<br />
4 : B2B dating: buyer-centric process focused on what your customer wants to know : Example - Choose Your Adventure<br />
Rule #1: From The Inside Out<br />Rule #2: It’s Not About You<br />Rule #3: Don’t Move 2 Fast<br />Rule # 4: Get Out More<br />Rule #5: Don’t Guess<br />Focus On What Your Customers Want To Know<br />
What Do You Want To Know?<br />Get your copy of this presentation and other free B2B resources at brainrider.com<br />Subscribe to blog.brainrider.com or @brainrider<br />Email us at firstname.lastname@example.org<br />Give me your card with a question on the back<br />Or since you know I love B2B dating, cast me a glance<br />