Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Why Building a Brand is the Single Best Investment You Can Make (and How to Do it Without Hiring a Six-figure Agency)

2,049 views

Published on

It’s 2018. Every company has a blog and a podcast. Every company is making videos. Every company is spending money on AdWords, Facebook ads, and retargeting. And on top of that, there are hundreds (if not thousands) of competitors in every industry leaving more options for your potential customers than ever before.

We live in a world of infinite supply. And in this world, traditional marketing and demand generation just aren’t working like they used to. Yet most marketers continue to play by the same old rules and that’s why they keep getting the same old results.

But that doesn’t mean that marketing doesn’t work anymore. In fact, marketing today can be even easier, because you don’t have to learn all of the tricks, algorithms, and formulas: you have to focus on being you and building a brand.

But how exactly to you get there? How do you build an enduring brand and company especially when time and resources are limited?

Published in: Technology
  • Use this weird secret involving text messages to get your Ex to come crawling back! Learn how ♥♥♥ http://ishbv.com/exback123/pdf
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Real Money Streams ~ Create multiple streams of wealth from your home! ▲▲▲ http://scamcb.com/ezpayjobs/pdf
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Your opinions matter! get paid BIG $$$ for them! START NOW!!.. ●●● http://ishbv.com/surveys6/pdf
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD FULL. BOOKS INTO AVAILABLE FORMAT, ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

Why Building a Brand is the Single Best Investment You Can Make (and How to Do it Without Hiring a Six-figure Agency)

  1. 1. @davegerhardt | VP of Marketing | Drift.com Dave Gerhardt VP of Marketing @ Drift @davegerhardt dg@drift.com
  2. 2. @davegerhardt | VP of Marketing | Drift.com Why Building A Brand Is The Single Best Investment You Can Make If You’re Serious About Growing Your Business In 2018 (And How To Do It Without Hiring A Six-Figure Agency Or A Team Of “Creatives”)
  3. 3. @davegerhardt | VP of Marketing | Drift.com PS. I have to fly through this, SO if you want to grab these slides for later: drift.com/#dgslides
  4. 4. This is an RXBar. I love RXBars. @davegerhardt | VP of Marketing | Drift.com
  5. 5. This is what an RXBar looked like in 2014. @davegerhardt | VP of Marketing | Drift.com
  6. 6. @davegerhardt | VP of Marketing | Drift.com
  7. 7. $600,000 .07% @davegerhardt | VP of Marketing | Drift.com
  8. 8. "We would pitch it by saying it's like eating three egg whites, two dates, six almonds.” @davegerhardt | VP of Marketing | Drift.com
  9. 9. That’s when they struck gold. @davegerhardt | VP of Marketing | Drift.com
  10. 10. "We would pitch it by saying it's like eating three egg whites, two dates, six almonds.”
  11. 11. GENIUS. We know it’s good for you. So here’s exactly what’s in it. You decide. No BS.
  12. 12. @davegerhardt | VP of Marketing | Drift.com 2017: $130,000,000
  13. 13. @davegerhardt | VP of Marketing | Drift.com 2017: $600,000,000
  14. 14. @davegerhardt | VP of Marketing | Drift.com This is what 1000x in 3 years looks like btw:
  15. 15. @davegerhardt | VP of Marketing | Drift.com This is an example of the single best strategy you can deploy today: being real & authentic.
  16. 16. @davegerhardt | VP of Marketing | Drift.com Here’s why.
  17. 17. @davegerhardt | VP of Marketing | Drift.com We are all suffering from the same thing.
  18. 18. @davegerhardt | VP of Marketing | Drift.com Information overload.
  19. 19. @davegerhardt | VP of Marketing | Drift.com Just take marketing technology...
  20. 20. @davegerhardt | VP of Marketing | Drift.com 2011 100 Products
  21. 21. @davegerhardt | VP of Marketing | Drift.com 2012 350 Products
  22. 22. @davegerhardt | VP of Marketing | Drift.com April 2018 6,829 Products
  23. 23. @davegerhardt | VP of Marketing | Drift.com Who do I trust? What do I actually need!?
  24. 24. @davegerhardt | VP of Marketing | Drift.com On Top Of That: Explosion Of Channels
  25. 25. @davegerhardt | VP of Marketing | Drift.com Explosion Of Marketing Channels
  26. 26. @davegerhardt | VP of Marketing | Drift.com Every company has a blog. Every company is on social. Every company is on video. Every company has a podcast.
  27. 27. @davegerhardt | VP of Marketing | Drift.com “You know what: I wish I had more content from brands!
  28. 28. @davegerhardt | VP of Marketing | Drift.com We now live in a world of INFINITE supply in marketing.
  29. 29. So as marketers, the playbook for acquiring customers has to change in order to compete. @davegerhardt | VP of Marketing | Drift.com
  30. 30. @davegerhardt | VP of Marketing | Drift.com Traditional marketing channels work well when there is LIMITED supply available.
  31. 31. @davegerhardt | VP of Marketing | Drift.com One of 7,000
  32. 32. (Even if you aren’t in MarTech, I bet you still have 10-20-200+ competitors today). @davegerhardt | VP of Marketing | Drift.com
  33. 33. We knew PPC wouldn’t be magic.
  34. 34. We knew SEO wouldn’t be magic.
  35. 35. @davegerhardt | VP of Marketing | Drift.com And every company has a blog. Every company is on social. Every company is on video. Every company has a podcast.
  36. 36. @davegerhardt | VP of Marketing | Drift.com In this world, customers have ALL the power because they have all of the CHOICE.
  37. 37. Think about how YOU buy for your business @davegerhardt | VP of Marketing | Drift.com
  38. 38. By the time you get here, you’ve done all of your research.
  39. 39. You and I don’t get sold to anymore. We buy. @davegerhardt | VP of Marketing | Drift.com
  40. 40. @davegerhardt | VP of Marketing | Drift.com “There’s a new B2B buyer out there— one who does not expect, and in many cases does not want, to deal with a salesperson until it is time to close the deal. More than three- quarters of all B2B purchasers today, including both small businesses and enterprise customers, have only limited interaction with salespeople.” https://www.bcg.com/publications/2017/marketing-sales-how-digital-leaders-transforming-b2b.aspx
  41. 41. @davegerhardt | VP of Marketing | Drift.com In a world with INFINITE supply, you only have one choice to compete: build a brand.
  42. 42. Unless you are in a market with ZERO competition, you can’t be running the same marketing playbook from 2009. @davegerhardt | VP of Marketing | Drift.com
  43. 43. Brand has to be what drives demand today. @davegerhardt | VP of Marketing | Drift.com
  44. 44. But what IS a brand? Sounds like fluff. @davegerhardt | VP of Marketing | Drift.com
  45. 45. “A brand is a company’s most important asset. A company can’t “own” it’s facts. If the company’s facts (speed, price, quality) are superior to the competition, any good competitor will duplicate them or improve on them.”
  46. 46. Good news (and why I wanted to give this talk ) Today, you DO NOT need million dollar budgets, agencies, or “creatives” to build a brand. @davegerhardt | VP of Marketing | Drift.com
  47. 47. The best branding strategy today is to be real, authentic, and human.
  48. 48. You and I want to deal with REAL people.
  49. 49. The best marketers have done this for decades. @davegerhardt | VP of Marketing | Drift.com
  50. 50. @davegerhardt | VP of Marketing | Drift.com Create a “damaging admission” & address your flaws openly.
  51. 51. This instantly ENHANCES your credibility.
  52. 52. “Our branding efforts are simple: tell people who we are. We don’t have to create a fictional character like the Marlboro Man or a fake responsible caring campaign like Chevron’s “we agree” advertising. Writing fiction is so much more difficult than nonfiction.” Patagonia Founder Yvon Chouinard
  53. 53. This is why Snapchat and Instagram took off. It’s a real life live broadcast. @davegerhardt | VP of Marketing | Drift.com
  54. 54. Let me give a few other examples…
  55. 55. People watched 355 BILLION hours last year.
  56. 56. 628,000 people watched Drake play a video game live.
  57. 57. They don’t use models in their marketing. They always use REAL people — different races, body types, etc.
  58. 58. This is their homepage. This is real.
  59. 59. This is their mission:
  60. 60. But these are all consumer examples, right?
  61. 61. Yes. And that’s because THIS is what the future of B2B marketing will look like.
  62. 62. Every sales rep & marketer in this world is going to tell you their thing is faster, better, easier to use (doesn’t matter if it’s true).
  63. 63. I believe the only way to compete (and stand out) is to be REAL. Here’s what this can look like in B2B.
  64. 64. @davegerhardt | VP of Marketing | Drift.com
  65. 65. @davegerhardt | VP of Marketing | Drift.com
  66. 66. @davegerhardt | VP of Marketing | Drift.com
  67. 67. 300,000 video views in 48 hours #1 all-time traffic day to Drift.com $0 spent on promotion 100 people with iPhones @davegerhardt | VP of Marketing | Drift.com
  68. 68. Building a brand used to require an agency or a team of creatives.
  69. 69. Today you need to make the shift to be real, authentic, and human. This is what will help you cut through the noise and create demand as a marketer. @davegerhardt | VP of Marketing | Drift.com
  70. 70. Brand can be your moat & #1 source of leads
  71. 71. Remember: non-fiction is easier than fiction. You have all of the tools you need. @davegerhardt | VP of Marketing | Drift.com
  72. 72. What is one change you can make with your current marketing strategy today to match this? @davegerhardt | VP of Marketing | Drift.com
  73. 73. @davegerhardt | VP of Marketing | Drift.com THANK YOU. Dave Gerhardt VP of Marketing @ Drift @davegerhardt dg@drift.com

×