Keynote: Marketing in the Age of the Empowered B2B Buyer
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Fathom's Jeff Herrmann gave the keynote presentation at the MAGNET-Fathom Digital Marketing Workshop on the rapidly advancing capabilities of the B2B buyer.
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Keynote: Marketing in the Age of the Empowered B2B Buyer
- 1. 1 Marketing in the Age of the Empowered B2B Buyer @JeffLHerrmann
- 2. 2 Marketing in the Age of the Empowered B2B Buyer Unprecedented Access to Information | 300 hours of video uploaded/minute on YouTube
- 3. 3 Mobile Driving Significant Growth 51% of Time Spent with Digital on Mobile
- 4. 4
- 5. 5 Instant Answers Driving Consumer Experience Dedicated to what you want, when you want it
- 7. 7 B2B Buyers are also Impatient Our training as consumers bleeds over into business Buyer
- 8. 8 Think buying process not sales process
- 9. 9
- 10. 10
- 11. 11 1. Set expectation and consistently deliver 2. Reach them where they are 3. Audience first, and then build into SEO strategy – Earn a loyal audience and use amplification to perform in search rather than, how do I do SEO for my website to earn visitors that I can convert 4. Unique approach to solve audience’s problem 5. More is not better 6. Focus your efforts around your passion 7. Engage and respond as much as possible (1st interactions) 7 Tactics to Build Loyalty MOZ Whiteboard Friday – How Google’s Evolution is Forcing Marketers to Invest in Loyalty
- 12. 12 Creating Practitioners, Not Selling Products Lincoln Electric Publishing Case Study
- 13. 13 The tools are at your disposal for publishing What am I to do?
- 14. 14
- 15. 15 Adoption Good, Effectiveness an Opportunity Current State of Content Marketing in B2B Manufacturing 26% 20% 82% Using Content Marketing Effective Documented Strategy
- 16. 16 Disconnect Between Sales Goal and Traffic Opportunity to Develop and Execute Campaign Tracking and Attribution in CRM
- 17. 17 Lack of Effectiveness Related to Volume of Tactics? Pay Attention to Video!
- 18. 18 Content Activation Critical to see ROI SEM is most effective paid advertising method
- 19. 19 Don’t Build on Rented Land Lure them back to your owned property to secure email address
- 20. 20 1. Content Marketing Mission Statement 1. Who’s the target? 2. What’s Delivered 3. Outcome 2. Personas (3 at the most) 3. Story First – focus on a theme and stick to it 4. Plan and Execute on 1 or 2 channels 5. Repurpose, Repurpose, Repurpose 5 Steps to Get You Started
Editor's Notes
- Who is your favorite YouTube Creator and why? 7 million subscribers 3.6 BILLION views since July 14, 2012 Why is he successful? Passion Unique Knowledge Unique Style and POV A young guy from the UK can break through from his bedroom – then so can you.
- Digital time spent still growing – mobile driving the most
- Who’s enabled this? GOOGLE (thanks!?!) WHAT is the purpose of Google? The place to find answers to questions HOW does it work? The index the Internet and present results – more importantly answers WHY? To provide an excellent consumer experience – so it keeps people there – otherwise they will go to bing They give you what you want, when you want it FOX EXAMPLE
- Google striving to keep users on site and provide what you want when you want it Result = trained us to be impatient ---- and potentially confused and frustrated if we don’t find what we’re looking for
- Result = trained us to be impatient ---- and potentially confused and frustrated if we don’t find what we’re looking for
- I am in B2B – does it even matter? YES! 57% - 70% complete – only getting bigger Remember – consumers are impatient and that transfers to B2B HUGE OPPORTUNITY To ELEVATE marketing Marketing can teach while the customers are learning online – by providing answers to questions Education and problem solving By maximizing their WEB PRESENCE across website, social, advertising and communications programs HAS SALES BEEN MARGINALIZED? IS CONTENT REPLACING SALES PEOPLE?
- SALES BEEN MARGINALIZED? Content replacing sales people? Role of sales also elevated – especially for marketing minded sales people – that think about the buying process and less on driving sale process Especially those that leverage marketing technology and use data to understand the buying process What are they downloading and looking at – whitepaper vs. pricing Many sales people just go straight to features and benefits – however – the data Enables you to teach in the upper funnel and sell in the lower funnel Marketing minded sales people can build trust and credibility faster – Sales and marketing alignment critical – EMBRACE YOUR MODERN MARKETER
- Think like a publisher Engage your audience and be there to answer their questions Not about hype and spin – but just being a resource Positions you as a leader and resource – content is an asset Publishers build loyal audiences – and focus on engagement
- Building an audience and thinking like a publisher is critical – even for hard core SEO guys like Rand Fishkin How Google’s Evolution is Forcing Marketers to Invest in Loyal Audiences
- Pay attention – this is important
- It’s a people centric strategy
- I am alone – what am I to do? The tools are available