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The unexpected obstacles that
are killing your B2B marketing
Doug Kessler – @dougkessler
Rutger Frissen – @velocitytweets
55 things to think about
1Find your mojo
Some was funny.
Metro Trains
Dumb Ways to Die
Rainforest Alliance
Follow the Frog
Some was
super-helpful.
Moz
Whiteboard Fridays
Some was dramatic.
Some was quiet…
Some was silly.
GE Aviation
Paths of Flight
BlendTec
Will It Blend?
Great content is always
confident content.
Confident content signals:
I know what I’m talking about.
I’m good at telling stories.
The single most important
(but least used) ingredient
in marketing.
What we learn about the
communicator makes a
bigger impression and stays
with us longer than what we
learn about the topic.
What we learn about
the communicator
Time
Impact
What we learn
about the topic
Content is a demo of you.
Not so confident:
The High Velocity Low Speed
Fan Company – HVLS, INC
Confident:
Why confidence:
It attracts
It signals expertise and experience
Projects success and momentum
Grabs attention
The old B2B voice is dead.
The old B2B voice.
Stiff
Serious
Uniform
Formal
Dull
The new B2B voice.
Straight & simple
Confident
Conversational
Varied & flexible
Real & human
A mojo recipe
Aim high: make confidence a goal
Write how you speak
Surprise
Say less
2Be insanely honest
Insane honesty signalled:
1. She cared about us having a great time.
2. We could trust everything she said
about the posit...
Normal honesty is simply
ethical and professional.
‘Insane’honesty
is a choice.
Actively seek out
your weaknesses
Actively seek out
your weaknesses
and share them openly.
Insane honesty is putting
your worst foot forward.
Why insane honesty?
Why insane honesty:
It surprises and charms
Why insane honesty:
It signals confidence
Why insane honesty:
It builds trust
Harvey Residential, Estate Agent
Not a very nice one bedroom
flat but like the budgie it’s
cheap; open plan, has a well
us...
Why insane honesty:
It alienates less likely buyers
Kessels KramerHans Brinker Budget Hotel, Amsterdam
Kessels KramerHans Brinker Budget Hotel, Amsterdam
Why insane honesty:
It attracts ideal prospects
Be insanely honest
•Highlight your worst attributes
•Earn the trust of your ideal prospects
3
Create a culture
of experimentation
Time. 36 hours
People. 5 people per team
Budget. $100 per team
Pitch. 3 minutes
The Typeform challenge
How to promote
experimentation
in your marketing
Get stakeholder
buy-in up front. • To the experimentation
principle
• To the likelihood of failure
Your VP
of Sales
Your idea
When your
idea gets
killed
Design ‘fail fast’
experiments. • Small, low-cost steps
• Front-loaded learning
Ring-fence your
experiment budget • Think 70/20/10
• Course-correct
early and often
• Let go of PlanA
Embrace pivots
Pfizer:Argiva
Let the dance begin.™
CB Insights, Nov 2018
burbn
A coding prototype
by Kevin Systrom
Too cluttered. Pare it
back to posting, liking
and comment...
CB Insights, Nov 2018
Odeo
The podcast
discovery platform
CB Insights, Nov 2018
CB Insights, Nov 2018
Image: Waybackmachine
Milk your failures • For learning
• For showing
vulnerability
• For content
An experimental mindset and
program of experiments is the
closest thing to a guaranteed
route to greatness.
It starts by admitting you
don’t know everything.
And proceeds through
systematic learning.
That is how you
get better at getting better.
4
Find conventions
to break
How to swear in your
fucking marketing
People are
a bunch of
sweary people.
Swear words
%ofspokenwords
0-3.4%
The Utility and Ubiquity of Taboo Words, Timothy Jay
1st person plural
pronouns
1.0%
People are
a bunch of
sweary people.
Swear words
%ofspokenwords
0-3.4%
The Utility and Ubi...
1.73 ‘fucks
per minute’.
– Final season,
Deadwood
We swear liberally in TV shows,
movies, plays, poetry, music,
fiction, non-fiction, daily
speech, bar mitzvahs, visual
art...
We swear everywhere.
Everywhere but marketing.
Swearing is one way
to break convention so
your marketing doesn’t
look, sound, smell and
taste like marketing.
Kmart – Ship My Pants
https://www.youtube.com/watch?v=lCsqABAQLjs&t=2s
Smart Forfour – Swearing kids
https://www.youtube.com/watch?v=wkmRuHGnBlk
Surprising
Confident Authentic
Resonant
Funny
Honest
Refreshing
Unconventional
Fuck,
yeah
Don’t swear if your
audience doesn’t
like swearing.
But do aim for
the things
swearing can
sometimes do.
Surprising
Confident Authentic
Resonant
Funny
Honest
Refreshing
Uncon...
5
Actively manage
your stakeholders
digital, search, social, content marketing, mobile,
AI, marketing automation, data visualization,
the cloud, inbound, anal...
digital, search, social, content marketing, mobile,
AI, marketing automation, data visualization,
the cloud, inbound, anal...
We need to talk about
your stakeholders.
VPofSales CMO CEO
Salesteam Productteam Client
YourbossCustomer
TheRegionsFieldSalesEventsteam
Someguy
We need to talk abo...
Managing stakeholders
prevents you from
doing your job.
Oldview
Managing stakeholders
prevents you from
doing your job.
Realworld
is
If we fail at this,
we fail at marketing.
How to turn your stakeholders
into supporters.
Sell in your vision before
you sell in your work.
Build and defend
your credibility
Become your company’s
customer advocate
Be the data
Market your successes
Be prepared to quit
(or be fired)
5 things to think about
1. Find your mojo
2. Be insanely honest
3. Experiment
4. Break conventions
5. Manage your stakehol...
Thanks.
Doug @dougkessler
Rutger @velocitytweets
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
The unexpected obstacles that are killing your B2B marketing
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Doug Kessler & Rutger Frissen on B2B Marketing @Digital Wednesday - Eindhoven, January 30, 2019

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The unexpected obstacles that are killing your B2B marketing

  1. 1. The unexpected obstacles that are killing your B2B marketing Doug Kessler – @dougkessler Rutger Frissen – @velocitytweets
  2. 2. 55 things to think about
  3. 3. 1Find your mojo
  4. 4. Some was funny. Metro Trains Dumb Ways to Die Rainforest Alliance Follow the Frog
  5. 5. Some was super-helpful. Moz Whiteboard Fridays
  6. 6. Some was dramatic.
  7. 7. Some was quiet… Some was silly. GE Aviation Paths of Flight BlendTec Will It Blend?
  8. 8. Great content is always confident content.
  9. 9. Confident content signals: I know what I’m talking about. I’m good at telling stories.
  10. 10. The single most important (but least used) ingredient in marketing.
  11. 11. What we learn about the communicator makes a bigger impression and stays with us longer than what we learn about the topic.
  12. 12. What we learn about the communicator Time Impact What we learn about the topic
  13. 13. Content is a demo of you.
  14. 14. Not so confident: The High Velocity Low Speed Fan Company – HVLS, INC
  15. 15. Confident:
  16. 16. Why confidence: It attracts It signals expertise and experience Projects success and momentum Grabs attention
  17. 17. The old B2B voice is dead.
  18. 18. The old B2B voice. Stiff Serious Uniform Formal Dull
  19. 19. The new B2B voice. Straight & simple Confident Conversational Varied & flexible Real & human
  20. 20. A mojo recipe Aim high: make confidence a goal Write how you speak Surprise Say less
  21. 21. 2Be insanely honest
  22. 22. Insane honesty signalled: 1. She cared about us having a great time. 2. We could trust everything she said about the positives. @DougKessler
  23. 23. Normal honesty is simply ethical and professional.
  24. 24. ‘Insane’honesty is a choice.
  25. 25. Actively seek out your weaknesses
  26. 26. Actively seek out your weaknesses and share them openly.
  27. 27. Insane honesty is putting your worst foot forward.
  28. 28. Why insane honesty?
  29. 29. Why insane honesty: It surprises and charms
  30. 30. Why insane honesty: It signals confidence
  31. 31. Why insane honesty: It builds trust
  32. 32. Harvey Residential, Estate Agent Not a very nice one bedroom flat but like the budgie it’s cheap; open plan, has a well used kitchen, and if you can call it this – a small lounge. “ ”
  33. 33. Why insane honesty: It alienates less likely buyers
  34. 34. Kessels KramerHans Brinker Budget Hotel, Amsterdam
  35. 35. Kessels KramerHans Brinker Budget Hotel, Amsterdam
  36. 36. Why insane honesty: It attracts ideal prospects
  37. 37. Be insanely honest •Highlight your worst attributes •Earn the trust of your ideal prospects
  38. 38. 3 Create a culture of experimentation
  39. 39. Time. 36 hours People. 5 people per team Budget. $100 per team Pitch. 3 minutes The Typeform challenge
  40. 40. How to promote experimentation in your marketing
  41. 41. Get stakeholder buy-in up front. • To the experimentation principle • To the likelihood of failure
  42. 42. Your VP of Sales Your idea When your idea gets killed
  43. 43. Design ‘fail fast’ experiments. • Small, low-cost steps • Front-loaded learning
  44. 44. Ring-fence your experiment budget • Think 70/20/10
  45. 45. • Course-correct early and often • Let go of PlanA Embrace pivots
  46. 46. Pfizer:Argiva
  47. 47. Let the dance begin.™
  48. 48. CB Insights, Nov 2018 burbn A coding prototype by Kevin Systrom Too cluttered. Pare it back to posting, liking and commenting. “ ”
  49. 49. CB Insights, Nov 2018
  50. 50. Odeo The podcast discovery platform CB Insights, Nov 2018
  51. 51. CB Insights, Nov 2018 Image: Waybackmachine
  52. 52. Milk your failures • For learning • For showing vulnerability • For content
  53. 53. An experimental mindset and program of experiments is the closest thing to a guaranteed route to greatness.
  54. 54. It starts by admitting you don’t know everything.
  55. 55. And proceeds through systematic learning.
  56. 56. That is how you get better at getting better.
  57. 57. 4 Find conventions to break
  58. 58. How to swear in your fucking marketing
  59. 59. People are a bunch of sweary people. Swear words %ofspokenwords 0-3.4% The Utility and Ubiquity of Taboo Words, Timothy Jay
  60. 60. 1st person plural pronouns 1.0% People are a bunch of sweary people. Swear words %ofspokenwords 0-3.4% The Utility and Ubiquity of Taboo Words, Timothy Jay
  61. 61. 1.73 ‘fucks per minute’. – Final season, Deadwood
  62. 62. We swear liberally in TV shows, movies, plays, poetry, music, fiction, non-fiction, daily speech, bar mitzvahs, visual arts, emails, Post-it® notes, shopping lists and conferences.
  63. 63. We swear everywhere.
  64. 64. Everywhere but marketing.
  65. 65. Swearing is one way to break convention so your marketing doesn’t look, sound, smell and taste like marketing.
  66. 66. Kmart – Ship My Pants https://www.youtube.com/watch?v=lCsqABAQLjs&t=2s
  67. 67. Smart Forfour – Swearing kids https://www.youtube.com/watch?v=wkmRuHGnBlk
  68. 68. Surprising Confident Authentic Resonant Funny Honest Refreshing Unconventional Fuck, yeah
  69. 69. Don’t swear if your audience doesn’t like swearing.
  70. 70. But do aim for the things swearing can sometimes do. Surprising Confident Authentic Resonant Funny Honest Refreshing Unconventional
  71. 71. 5 Actively manage your stakeholders
  72. 72. digital, search, social, content marketing, mobile, AI, marketing automation, data visualization, the cloud, inbound, analytics, big data, journey mapping, predictive analytics, data enrichment, attribution modelling, lead nurturing, data onboarding, programmatic advertising, real-time bidding, native advertising, SEO, PPC, CRO, CRM, ABM, APIs, KPIs… Marketing has changed.
  73. 73. digital, search, social, content marketing, mobile, AI, marketing automation, data visualization, the cloud, inbound, analytics, big data, journey mapping, predictive analytics, data enrichment, attribution modelling, lead nurturing, data onboarding, programmatic advertising, real-time bidding, native advertising, SEO, PPC, CRO, CRM, ABM, APIs, KPIs… Marketing has changed.
  74. 74. We need to talk about your stakeholders.
  75. 75. VPofSales CMO CEO Salesteam Productteam Client YourbossCustomer TheRegionsFieldSalesEventsteam Someguy We need to talk about your stakeholders.
  76. 76. Managing stakeholders prevents you from doing your job. Oldview
  77. 77. Managing stakeholders prevents you from doing your job. Realworld is
  78. 78. If we fail at this, we fail at marketing.
  79. 79. How to turn your stakeholders into supporters.
  80. 80. Sell in your vision before you sell in your work.
  81. 81. Build and defend your credibility
  82. 82. Become your company’s customer advocate
  83. 83. Be the data
  84. 84. Market your successes
  85. 85. Be prepared to quit (or be fired)
  86. 86. 5 things to think about 1. Find your mojo 2. Be insanely honest 3. Experiment 4. Break conventions 5. Manage your stakeholders
  87. 87. Thanks. Doug @dougkessler Rutger @velocitytweets
  • RutgerFrissen

    Feb. 18, 2019
  • loreleideboer

    Feb. 1, 2019
  • AndreKuijpers

    Feb. 1, 2019

Doug Kessler & Rutger Frissen on B2B Marketing @Digital Wednesday - Eindhoven, January 30, 2019

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