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B2B Content Doesn't Need to Suck: A Case Study on Bespoke Content

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Presentation from NextCase 2019, diving into how bespoke, data-driven B2B content is enough to make it in the door (and sell) to the largest organizations in the world.

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B2B Content Doesn't Need to Suck: A Case Study on Bespoke Content

  1. 1. What if I started like this...
  2. 2. 89%of B2B marketers use content marketing 2 2  (Content Marketing Institute, 2018)
  3. 3. 28%are in the mature phase of the process. (Content Marketing Institute, 2018)3 3  (Content Marketing Institute, 2018)
  4. 4. You'd fall asleep.
  5. 5. That's not lead gen. That's not demand gen. It's not even marketing.
  6. 6. Mrketing and sales are just screaming in their faces
  7. 7. (So you get things like this)
  8. 8. Like a good first date, talk about them.
  9. 9. It gets worse.
  10. 10. Router support
  11. 11. Really Crappy Marketer (RCM): I know what you're doing. It's wrong. Here's how to do it
  12. 12. Super important Fortune 500 CEO (aka $$$): Here's the door.
  13. 13. B2B is hard because... • Need to educate really smart people • Need to get in front of them • Need to actually drive revenue ¯( )/¯
  14. 14. But first... Hi, NextCase!
  15. 15. I’m Eytan Buchman CMO @ Freightos I try to make freight sexy. Host @ Marketers in Capes
  16. 16. Let's talk freight. (It's all I do.)
  17. 17. Where it ends. 12 publications 500+ leads 2+ deals It worked.
  18. 18. Want to know how I did it?
  19. 19. B2B Marketing's superhero.
  20. 20. So you know what they really want.
  21. 21. Expertise & buy intent
  22. 22. Le' Case study The Digital Carrier Maturity Report 1. Content / Market Fit 2. Data 3. Distribution 4. !
  23. 23. Content / Market Fit Q: What keeps C-levels up at night? A: Competition Especially low-margin, high competition and public companies
  24. 24. Data • Create a benchmark. Be sophisticated. • Find the right people. Be nice. • Do homework. • Send spreadsheet. • Ask a million times. • Ask again.
  25. 25. It looks like this.
  26. 26. Identifying the right channel Where are they? If you know them ,this is easy. - Long tail trade publications - Internal conversations - LinkedIn (holy crap.) - Sales team. If you dare.
  27. 27. Package it • Research • Executive summary • Webinar • Landing page • Individual company spreadsheet • Spoon-fed press release
  28. 28. Distribution 1. Send pre-release to people who responded.
  29. 29. Distribution 1. Send pre-release to people who responded. 2. Pre-pitch journalists. Everyone.
  30. 30. Distribution 1. Send pre-release to people who responded. 2. Pre-pitch journalists. Everyone. 3. Send to winner company social managers / project leads
  31. 31. Distribution 1. Send pre-release to people who responded. 2. Pre-pitch journalists. Everyone. 3. Send to winner company social managers / project leads 4. Yell from the rooftops. Share publications. Tag people.
  32. 32. Distribution 1. Send pre-release to people who responded. 2. Pre-pitch journalists. Everyone. 3. Send to winner company social managers / project leads 4. Yell from the rooftops. Tag people. 5. LinkedIn Lead Form
  33. 33. Distribution 1. Send pre-release to people who responded. 2. Pre-pitch journalists. Everyone. 3. Send to winner company social managers / project leads 4. Yell from the rooftops. Tag people. 5. LinkedIn Lead Form
  34. 34. It works.
  35. 35. Key trade publication pickups x12
  36. 36. The right leads. 121 of them @ $54.73!
  37. 37. Credibility you can't buy. TFW your sales team asks YOU for content
  38. 38. Deals, b**ch.
  39. 39. Just to bring this home. 1. Content / Market fit 2. Make it about them. 3. Get data. 4. Put it the Venn overlap of interest and expertise. 5. Distribute through credible services. (move to end)
  40. 40. Get the deck @ buchman.co.il/next Subscribe to Marketers in Capes Where I've interviewed...

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