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@tomdebaere
HOW DO YOU GO FROM
OUTBOUND TO INBOUND?

@tomdebaere
FROM EGOCENTRIC TO
MEANINGFUL ?

@tomdebaere
FROM CLASSIC TO DIGITAL ?

@tomdebaere
FROM SPENDING MONEY TO
GENERATING MONEY?

@tomdebaere
STOP INTERRUPTING !
START BEING MEANINGFUL !

@tomdebaere
IMPLEMENT YOUR QUICK
WINS
Remove forbidden
words

@tomdebaere

Remove crap and
slick copywriting

Be open and
authentic

R...
WHY DO YOU NEED TO
EMBRACE DIGITAL,
CONTENT AND SOCIAL?

@tomdebaere
ADVERTISEMENT
OVERLOAD
200 Million “Don’t Call”
in US
86% skip TV Ads
44% unopened paper mail
99,9% banners not clicked
90...
BUYERS HAVE BECOME
BLIND FOR ADVERTISING
CONTENT
OVERLOAD
204 million emails
72 hours Youtube
2 million Google
searches
280.000 Tweets
Source : Qmee 2013

11

@tom...
CONTENT TRIPLED IN 3 YEARS

2010

2013
@tomdebaere
“BUYERS WAIT UNTIL THEY
HAVE COMPLETED 60-80% OF
THEIR RESEARCH BEFORE
REACHING OUT TO VENDORS”.
Michael Brenner, Vice Pre...
YOUNG PEOPLE OF TODAY ARE DECISION MAKERS OF TOMORROW

Use of social media for information or advice, by age
60

50

40

3...
THIS IS ABOUT
A SHIFT OF
POWER

• Site Centric  User Centric
• Image  Transparency
• Sales person  Buyer

@tomdebaere
MARKETING
CHALLENGES
OF TODAY

Advertising overload
interruption marketing

Channel overload
expanding number of channel c...
THIS IS ALSO
ABOUT…

The changing role of
sales and marketing

17

@tomdebaere
THE LONG
LIST USED
TO BE
LIKE THIS

Marketing
Sales
Longlist

Shortlist
Sale !

18

@tomdebaere
That long list is less and less
influenced by marketing
and sales.

@tomdebaere
SO WHO IS INFLUENCING
THAT LONG LIST TODAY?

@tomdebaere
@tomdebaere
@tomdebaere
What should
marketing DO ?
• Create a process to listen
& answer, company wide
• Plan & Build content with
our buyers in m...
THIS IS NOT
ABOUT
MARKETING
ALONE

Customers and partners

>>> TRUST & INTEREST <<<

Marketing

Sales

Production
& Logist...
PEOPLE
TRUST
THEIR
PEERS
Source : Edelman Trust Barometer

@tomdebaere
THEY
DON’T
TRUST
CEO’S

@tomdebaere
“CREATE A CULTURE OF
EDUCATION AND
SHARING, INTERNALLY AND
EXTERNALLY.”
Tom De Baere
Constant communication

CREATE YOUR CHANGE MANAGEMENT PROGRAM

Foundation – “educate people”

New processes – “listen & an...
DEVELOP NEW PROCESSES
TO LISTEN AND ANSWER TO
CUSTOMERS

@tomdebaere
NEW PROCESSES TO “LISTEN” AND “ANSWER” – BUYER ALIGNMENT
LISTEN
A-team

ANSWERS

Business Objectives
Marketing Strategy
Br...
CREATE YOUR
ANSWERING TEAM
@tomdebaere
BUILD 2
TYPES OF
CONTENT
STREAMS

A-team

Orchestrated & planned
content
32

Employee community

Peer to Peer
content
@tom...
UNDERSTAND WHAT CONTENT IS
Information

Formats

Content
10 Best Places to Pick Up
Girls
Find the least crowded and
most b...
GO FOR A
DIFFERENT
APPROACH
TO
CONTENT

• Content themes
• Content topics
• Content formats

@tomdebaere
SELECT
POSSIBLE
CONTENT
TOPICS

• Demonstrations

• Findings

• Comparisons

• Confessions

• Mistakes

• Reasons to switc...
EXAMPLE
Theme

Impact

Reasons to
switch

Theme
Challenges

Survey

Blog post

Blog post

Blog post

Video demo

Topics

I...
KEY TO
SUCCESS:

NOT ONLY
ABOUT OUR
STUFF
(80/20 RULE)

@tomdebaere
INTELLIGENTLY
PUBLISH
EVERYWHERE
• Don’t spam
• Publish intelligently
• Start conversations

Your
website

To all social n...
DEVELOP THE

AMPLIFICATION
AMPLIFICATION
POTENTIAL
POTENTIAL
OF YOUR
ORGANIZATION

39

@tomdebaere
CREATE A SOCIAL MEDIA
POLICY
Disclose

Protect

Use common sense

•
•
•

•
•

•
•
•

Be transparent
Be truthful
Be yoursel...
DO YOU
HAVE A
SOCIAL
MEDIA
ESCALATION
MECHANISM?

Department

Department

Regional
Office

Escalate
within dept.

Escalate...
HOW DO YOU BECOME A
THOUGHT LEADER?

@tomdebaere
BY BECOMING TOP OF MIND

@tomdebaere
Definition

WHAT DIFFERENTIATES A THOUGHT LEADER FROM ANY OTHER

KNOWLEDGEABLE COMPANY, IS THE RECOGNITION FROM THE
OUTSID...
BECOME A

THOUGHT
LEADERSHIP
ORGANIZATION

@tomdebaere
DANGERS OF
THOUGHT
LEADERSHIP
• No real new insight
reflected in our
products
• Too close to what is
commonly available
• ...
UNDERSTAND CONTENT
ATOMIZATION
People need 5 to 10
repeats to get your
message

@tomdebaere

It Beats Ad
retargeting ;-)
KEEP REPEATING YOUR MESSAGE WITHOUT BEING BORING
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•

Customer survey – collect data
Create eboo...
START NEWS JACKING

@tomdebaere
@tomdebaere
MONETIZE YOUR CONTENT

GUIDE YOUR CUSTOMERS
THROUGH THE BUYING CYCLE
@tomdebaere
THE ROLE OF CONTENT IN THE CUSTOMER LIFE-CYCLE
WHY
we solve

HOW
we solve

WHAT
we solve

MEANINGFUL

Growing Customers

N...
CUSTOMER CONTENT NEEDS ALONG THE LIFE-CYCLE

@tomdebaere
INVEST INTO MARKETING
AUTOMATION

@tomdebaere
THE ROLE OF MARKETING AUTOMATION

Growing Customers

New Customers
Strangers

Visitors

Leads

Customers

Promoters

Aware...
NEW CONCEPTS YOU NEED TO UNDERSTAND

MQL, SQL
Nurturing
Scoring
Recycling
Lead management
Progressive Profiling
@tomdebaer...
START USING NEW
CHANNELS

@tomdebaere
@tomdebaere
KEY
SUCCESS
CRITERIA

• Urgency – break the clutter & be trusted

• Understand Content –
Meaningful, Authentic, Open
• Key...
EPILOGUE

• This is a subset of a larger presentation about :
• Why companies need to embrace digital, content and
social
...
EPILOGUE

• How to align business objectives with
digital, content and social activities
• How to activate the organizatio...
GET IN
TOUCH

twitter.com/tomdebaere

be.linkedin.com/in/tomdebaere

www.b2bmarketingexperiences.com

slideshare.net/tomde...
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How to Embrace digital, social and content, as a Company?

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This is a subset of a larger presentation about :
- Why companies need to embrace digital, content and social?
- Why you need to activate the complete organization, and not only see this as a marketing activity?
- How you can develop a change program internally to have employees drive this change?
- What internal new processes you need to listen to the external needs of customers? and to the internal stories of your organization, and how you can answer with content
- How you can implement these new processes?
- How to align business objectives with digital, content and social activities?
- How to activate the organization to create content, and be active on social media ?
- How you can guide customers through the buying cycle and monetize your efforts ?
- What tactics and tools you need to do all of this?


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  • So. There I was… convinced of the change we had to make… How was I supposed to change the complete organization.I figured I had to start with the CEO …
  • I had it all mapped out: project…. Consultancy…CEO said NO, you have to do it.There I was, having no clue at all how to do it. Only way to figure it out was by actually doing it myself… blogging, twitter, …reading blog posts…
  • Quick wins….Forbidden words: record breaking, ground breaking, world leading …• We’re excited / We’re pleased / We’re thrilled• Solutions• … a wide range of …- Scalable / industry standard, cutting edge• Unparalleled• Unsurpassed
  • This is not about SEO!Recent Google updates (Panda, etc.) are making SEO extremely diffcult
  • Do not forget the 4-1-1 rule !Repeat (people need to see things 5 times to be convinced)
  • Concept of lead nurturing : lead nurturing : gradually ‘warm up’ leads towards ‘sales readiness’Concept of lead lead scoring : pre-qualify leads before hand off to sales- Gradually capture information &amp; learn more from every interaction we have- At hand-off to sales, a rich set of information is available to the account managerConcept of lead recycling: no lead is lost : re-activate won, canceled, lost or dormant as leadsRe-activate won opportunity: based on historical revenue at the account, we decide to include or exclude in VIP treatmentCancelled &amp; lost opportunities: using the opportunity information (e.a. interest in Azimuth products = include in Azimuth campaigns)Dormant opportunity : automated mail, but personalised, aimed at re-activating the dormant lead.lead retargeting : prevent inadequate approach and overburdeningAvoid spam &amp; aversion: when the target does not react, we tune down the activity level.lead management: forecast lead (over)flow, value, cost ...Metrics on campaign quality, response level, channel effectiveness, …Forecasting how many leads will be ready for sales handover. ALL of this is called MARKETING AUTOMATION
  • Transcript of "How to Embrace digital, social and content, as a Company?"

    1. 1. @tomdebaere
    2. 2. HOW DO YOU GO FROM OUTBOUND TO INBOUND? @tomdebaere
    3. 3. FROM EGOCENTRIC TO MEANINGFUL ? @tomdebaere
    4. 4. FROM CLASSIC TO DIGITAL ? @tomdebaere
    5. 5. FROM SPENDING MONEY TO GENERATING MONEY? @tomdebaere
    6. 6. STOP INTERRUPTING ! START BEING MEANINGFUL ! @tomdebaere
    7. 7. IMPLEMENT YOUR QUICK WINS Remove forbidden words @tomdebaere Remove crap and slick copywriting Be open and authentic Reduce advertising, increase content
    8. 8. WHY DO YOU NEED TO EMBRACE DIGITAL, CONTENT AND SOCIAL? @tomdebaere
    9. 9. ADVERTISEMENT OVERLOAD 200 Million “Don’t Call” in US 86% skip TV Ads 44% unopened paper mail 99,9% banners not clicked 90% emails not opened 9 @tomdebaere
    10. 10. BUYERS HAVE BECOME BLIND FOR ADVERTISING
    11. 11. CONTENT OVERLOAD 204 million emails 72 hours Youtube 2 million Google searches 280.000 Tweets Source : Qmee 2013 11 @tomdebaere
    12. 12. CONTENT TRIPLED IN 3 YEARS 2010 2013 @tomdebaere
    13. 13. “BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS”. Michael Brenner, Vice President of SAP Marketing & Content Strategy @tomdebaere
    14. 14. YOUNG PEOPLE OF TODAY ARE DECISION MAKERS OF TOMORROW Use of social media for information or advice, by age 60 50 40 30 Use in % 20 10 0 up to 30 Source : Buyersphere 2012 31-40 41-50 51-60 Older @tomdebaere
    15. 15. THIS IS ABOUT A SHIFT OF POWER • Site Centric  User Centric • Image  Transparency • Sales person  Buyer @tomdebaere
    16. 16. MARKETING CHALLENGES OF TODAY Advertising overload interruption marketing Channel overload expanding number of channel choices Changing Buyer Behavior social and web @tomdebaere
    17. 17. THIS IS ALSO ABOUT… The changing role of sales and marketing 17 @tomdebaere
    18. 18. THE LONG LIST USED TO BE LIKE THIS Marketing Sales Longlist Shortlist Sale ! 18 @tomdebaere
    19. 19. That long list is less and less influenced by marketing and sales. @tomdebaere
    20. 20. SO WHO IS INFLUENCING THAT LONG LIST TODAY? @tomdebaere
    21. 21. @tomdebaere
    22. 22. @tomdebaere
    23. 23. What should marketing DO ? • Create a process to listen & answer, company wide • Plan & Build content with our buyers in mind • Set content free & promote heavily • Help the organisation with social media @tomdebaere
    24. 24. THIS IS NOT ABOUT MARKETING ALONE Customers and partners >>> TRUST & INTEREST <<< Marketing Sales Production & Logistics Customer Service Answer questions & business issues (with products and content) @tomdebaere
    25. 25. PEOPLE TRUST THEIR PEERS Source : Edelman Trust Barometer @tomdebaere
    26. 26. THEY DON’T TRUST CEO’S @tomdebaere
    27. 27. “CREATE A CULTURE OF EDUCATION AND SHARING, INTERNALLY AND EXTERNALLY.” Tom De Baere
    28. 28. Constant communication CREATE YOUR CHANGE MANAGEMENT PROGRAM Foundation – “educate people” New processes – “listen & answer” Making it real – “the team” Never finish – Anchor the process @tomdebaere
    29. 29. DEVELOP NEW PROCESSES TO LISTEN AND ANSWER TO CUSTOMERS @tomdebaere
    30. 30. NEW PROCESSES TO “LISTEN” AND “ANSWER” – BUYER ALIGNMENT LISTEN A-team ANSWERS Business Objectives Marketing Strategy Brand DNA Roadmap “themes” EDITORIAL PLAN CREATION PROJECT MGMT E-team PUBLISH & PROMOTE SOCIAL MEDIA STRATEGY CONVERSATION MGMT MEASURE @tomdebaere
    31. 31. CREATE YOUR ANSWERING TEAM @tomdebaere
    32. 32. BUILD 2 TYPES OF CONTENT STREAMS A-team Orchestrated & planned content 32 Employee community Peer to Peer content @tomdebaere
    33. 33. UNDERSTAND WHAT CONTENT IS Information Formats Content 10 Best Places to Pick Up Girls Find the least crowded and most beautiful running tracks in Central Park 10 Best places to Advertise in Central Park Nike+ runner information in Central Park, New York Video, Blog post, Slideshow, Whitepaper, Online tool @tomdebaere
    34. 34. GO FOR A DIFFERENT APPROACH TO CONTENT • Content themes • Content topics • Content formats @tomdebaere
    35. 35. SELECT POSSIBLE CONTENT TOPICS • Demonstrations • Findings • Comparisons • Confessions • Mistakes • Reasons to switch • Interviews • Lessons • How-to & instructions • News commentary • Examples • Tips • Best practices • Threats @tomdebaere
    36. 36. EXAMPLE Theme Impact Reasons to switch Theme Challenges Survey Blog post Blog post Blog post Video demo Topics Interview Formats Webinar Case study How-to Whitepaper Comparison Blog post @tomdebaere
    37. 37. KEY TO SUCCESS: NOT ONLY ABOUT OUR STUFF (80/20 RULE) @tomdebaere
    38. 38. INTELLIGENTLY PUBLISH EVERYWHERE • Don’t spam • Publish intelligently • Start conversations Your website To all social networks To magazines To marketing automation @tomdebaere
    39. 39. DEVELOP THE AMPLIFICATION AMPLIFICATION POTENTIAL POTENTIAL OF YOUR ORGANIZATION 39 @tomdebaere
    40. 40. CREATE A SOCIAL MEDIA POLICY Disclose Protect Use common sense • • • • • • • • Be transparent Be truthful Be yourself • @tomdebaere Don’t tell secrets Don’t slam the competition or yourself Don’t over-share Add value Keep it cool Did you screw up?
    41. 41. DO YOU HAVE A SOCIAL MEDIA ESCALATION MECHANISM? Department Department Regional Office Escalate within dept. Escalate within dept. Escalate within office Corporate @tomdebaere
    42. 42. HOW DO YOU BECOME A THOUGHT LEADER? @tomdebaere
    43. 43. BY BECOMING TOP OF MIND @tomdebaere
    44. 44. Definition WHAT DIFFERENTIATES A THOUGHT LEADER FROM ANY OTHER KNOWLEDGEABLE COMPANY, IS THE RECOGNITION FROM THE OUTSIDE WORLD THAT THE COMPANY DEEPLY UNDERSTANDS ITS BUSINESS, THE NEEDS OF ITS CUSTOMERS, AND THE MARKETPLACE IN WHICH IT OPERATES. @tomdebaere
    45. 45. BECOME A THOUGHT LEADERSHIP ORGANIZATION @tomdebaere
    46. 46. DANGERS OF THOUGHT LEADERSHIP • No real new insight reflected in our products • Too close to what is commonly available • Too much in the future • Not reflecting it in your products @tomdebaere
    47. 47. UNDERSTAND CONTENT ATOMIZATION People need 5 to 10 repeats to get your message @tomdebaere It Beats Ad retargeting ;-)
    48. 48. KEEP REPEATING YOUR MESSAGE WITHOUT BEING BORING • • • • • • • • • • • • • • • Customer survey – collect data Create ebook with results Press release about big result Panel discussion Video interviews panel members Newsletter story Guest Blog post panel discussion Blog post Webinar about results Webinar Blog post after webinar Publish Ebook Blog post about ebook Publish webinar PPT on slideshare Slideshare amplification Geo Article Marketing @tomdebaere
    49. 49. START NEWS JACKING @tomdebaere
    50. 50. @tomdebaere
    51. 51. MONETIZE YOUR CONTENT GUIDE YOUR CUSTOMERS THROUGH THE BUYING CYCLE @tomdebaere
    52. 52. THE ROLE OF CONTENT IN THE CUSTOMER LIFE-CYCLE WHY we solve HOW we solve WHAT we solve MEANINGFUL Growing Customers New Customers Strangers Visitors Awareness Leads Consideration Call-to-action © tomdebaere Call-to-action Customers Buying Promoters Impress Call-to-action Advocates Enthuse Call-to-action Advocate Call-to-action @tomdebaere
    53. 53. CUSTOMER CONTENT NEEDS ALONG THE LIFE-CYCLE @tomdebaere
    54. 54. INVEST INTO MARKETING AUTOMATION @tomdebaere
    55. 55. THE ROLE OF MARKETING AUTOMATION Growing Customers New Customers Strangers Visitors Leads Customers Promoters Awareness Consideration Buying Impress Track the anonymous Identify the anonymous Track responsiveness Advocates Enthuse Advocate Push content Collect feedback Push content to the identified Qualify leads Recycle Lost/dropped Start upsell © tomdebaere @tomdebaere
    56. 56. NEW CONCEPTS YOU NEED TO UNDERSTAND MQL, SQL Nurturing Scoring Recycling Lead management Progressive Profiling @tomdebaere
    57. 57. START USING NEW CHANNELS @tomdebaere
    58. 58. @tomdebaere
    59. 59. KEY SUCCESS CRITERIA • Urgency – break the clutter & be trusted • Understand Content – Meaningful, Authentic, Open • Key team with power – involvement • Quick wins – Search and Copy – 6 months • Communicate the vision & show success @tomdebaere
    60. 60. EPILOGUE • This is a subset of a larger presentation about : • Why companies need to embrace digital, content and social • Why you need to activate the complete organization, and not only see this as a marketing activity • How you can develop a change program internally to have employees drive this change • What internal new processes you need to listen to the external needs of customers and to the internal stories of your organization, and how you can answer with content • How you can implement these new processes @tomdebaere
    61. 61. EPILOGUE • How to align business objectives with digital, content and social activities • How to activate the organization to create content, and be active on social media • How you can guide customers through the buying cycle and monetize your efforts • What tactics and tools you need to do all of this @tomdebaere
    62. 62. GET IN TOUCH twitter.com/tomdebaere be.linkedin.com/in/tomdebaere www.b2bmarketingexperiences.com slideshare.net/tomdebaere
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