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B2B Marketing Expo 2017 - "Emotional Marketing" by Really B2B

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B2B Marketing Expo 2017 - "Emotional Marketing" by Really B2B

  1. 1. Making an emotional connection with Senior Decision makers to generate ROI
  2. 2. About your speaker Kirsty Dawe, Managing Director @KirstyDawe1 @KirstyDawe1
  3. 3. B2B Marketing Interactive Presentation
  4. 4. Emotion is important in B2B @KirstyDawe1Ref: https://www.cebglobal.com/content/dam/cebglobal/us/EN/best-practices-decision-support/marketing-communications/pdfs/promotion-emotion-whitepaper-full.pdf
  5. 5. • How can we create a message that demonstrates personal value? 2 challenges @KirstyDawe1 • How can we convey this in a way that creates an emotional connection?
  6. 6. Content shock! @KirstyDawe1Ref: http://www.gartner.com/technology/research/methodologies/hype-cycle.jsp
  7. 7. 10x content
  8. 8. • Combination of high quality, trustworthy, useful, interesting, and remarkable • A completely unique angle or subject and delivery method • Invoke an emotional response and connection with the buyer • Has use value and solves a problem or answers a question • A great user experience on any device 10x content @KirstyDawe1Ref: https://moz.com/blog/how-to-create-10x-content-whiteboard-friday
  9. 9. The key to emotional connection– deep buyer insight @KirstyDawe1
  10. 10. @KirstyDawe1
  11. 11. @KirstyDawe1
  12. 12. • Generate BANT qualified face to face appointments with Fleet Directors of business with 100 plus vans in their fleet 100+ The objective @KirstyDawe1
  13. 13. Marketing Objectives Establish contract renewal dates of the prospect database Segment those businesses with contracts up for renewal within 12 months Create a high impact, multichannel strategy to convert these prospects to qualified sales opportunity @KirstyDawe1
  14. 14. • Apathy to change • Existing emotional associations with current van brand • Differentiation in terms of approach Key Issues @KirstyDawe1
  15. 15. Personas @KirstyDawe1
  16. 16. Target Audience @KirstyDawe1
  17. 17. • Overcome a personal challenge – connect them with their van drivers Emotional connection 1 @KirstyDawe1
  18. 18. @KirstyDawe1
  19. 19. • Surprise and delight them with an interesting approach – 10x content Emotional connection 2 @KirstyDawe1
  20. 20. Direct mail @KirstyDawe1
  21. 21. @KirstyDawe1
  22. 22. @KirstyDawe1
  23. 23. • Show them how they can achieve personal objectives and business objectives Emotional connection 3 @KirstyDawe1
  24. 24. @KirstyDawe1 Personalised landing page
  25. 25. Follow up direct mail @KirstyDawe1 van drivers and why Citroën were able to deliver this.
  26. 26. B2B Marketing Interactive Presentation Plain text email and LinkedIn Inmail @KirstyDawe1
  27. 27. Social halo @KirstyDawe1
  28. 28. Campaign Integration @KirstyDawe1
  29. 29. £7 million Pipeline Revenue £7.6 million Closed Revenue 28 BANT Qualified Appointments @KirstyDawe1 B2B Marketing Interactive Presentation
  30. 30. Thank you for listening!

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