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David Burnand CMO B2B Conference

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David Burnand CMO B2B Conference

  1. 1. B2B CREATIVITYINTRODUCING THEBIG LONG IDEA
  2. 2. // But first a Gorilla…
  3. 3. //
  4. 4. // FUNDAMENTALS Authentic / Differentiated / Relevant
  5. 5. // B2B needs BIG ideas
  6. 6. HR Staff Internal CI0 CEO InvestorsIT Manager Press IT People
  7. 7. PR Video Banners Tweets Light box Blogs Whitepaper DM MobileEmails HR Staff Internal CI0 CEO Investors IT Manager Press IT People
  8. 8. PR Video Banners TweetsBIG IDEA Light box Blogs Whitepaper DM Mobile Emails HR Staff Internal CI0 CEO Investors IT Manager Press IT People
  9. 9. // B2B needs LONG ideas
  10. 10. BIG IDEA Blogs DM Mobile Emails“I’ll have oneof those please.”
  11. 11. The Long Idea TimeAware Customer PR Video Banners Tweets Light box BIG IDEA Blogs Whitepaper DM Mobile Emails HR Staff Internal CI0 CEO Investors IT Manager Press IT People
  12. 12. The Long Idea TimeAware Customer PR Video Banners Tweets Light box BIG IDEA Blogs Whitepaper DM Mobile Emails HR Staff Internal CI0 CEO Investors IT Manager Press IT People Awareness content
  13. 13. The Long Idea TimeAware Customer PR Video Banners Tweets Light box BIG IDEA Blogs Whitepaper DM Mobile Emails HR Staff Internal CI0 CEO Investors IT Manager Press IT People Awareness Consideration content content
  14. 14. The Long Idea TimeAware Customer PR Video Banners Tweets Light box BIG IDEA Blogs Whitepaper DM Mobile Emails HR Staff Internal CI0 CEO Investors IT Manager Press IT People Awareness Consideration Decision content content content
  15. 15. The Long Idea TimeAware Customer PR Video Banners Tweets Light box BIG IDEA Blogs Whitepaper DM Mobile Emails HR Staff Internal CI0 CEO Investors IT Manager Press IT People Awareness content
  16. 16. The Long Idea TimeAware Customer PR Video Banners Tweets Light box BIG IDEA Blogs Whitepaper DM Mobile Emails HR Staff Internal CI0 CEO Investors IT Manager Press IT People Awareness Consideration content content
  17. 17. The Long Idea TimeAware Customer PR Video Banners Tweets Light box BIG IDEA Blogs Whitepaper DM Mobile Emails HR Staff Internal CI0 CEO Investors IT Manager Press IT People Awareness Consideration Decision content content content
  18. 18. // But content isn’t enough
  19. 19. Customer Services Sales Pre Sales CMOFinance Sales Support Product Development

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