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Building A B2B
Marketing Flywheel
Todd Ebert
CMO, MultiView
• This deck is intended to give a quick overview of the mission, structure, and guiding
principles of an effective B2B mar...
Our Marketing Mission is Simple, It’s Just Not Easy
To Help The Sales Team Grow Revenue*
*Note: their success funds your p...
We MUST Build A Marketing Flywheel
We MUST
ensure that people know and consider our brand…
Before They
Need Our
Solutions
During
Their
Research
Through Their...
We MUST
• Understand/map our customer’s
buying journey in detail
• Execute an integrated plan to reach
them with the right...
When We Do Our Job Right Great Things Will Happen
 Increased Brand Recognition – more prospects know us, remember us and ...
Guiding Principles for Great Marketing
Focus on the Customer, Customer, Customer…
Talk about what they need, not what we s...
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Building a B2B Marketing Flywheel

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A simple but powerful slide deck that I use to explain the mission, structure, and guiding principles of an effective B2B marketing team. I use the analogy of a flywheel to show how the key components of the org revolve around and pick up energy from, the brand, website, content assets and marketing automation system.

Published in: Marketing
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Building a B2B Marketing Flywheel

  1. 1. Building A B2B Marketing Flywheel Todd Ebert CMO, MultiView
  2. 2. • This deck is intended to give a quick overview of the mission, structure, and guiding principles of an effective B2B marketing team. • I use the analogy of a flywheel to show how the key components of the org revolve around and pick up energy from, the brand, website, content assets and marketing automation system. • The flywheel diagram that follows is simply intended to show the key aspects of the team and not all the many interrelations between them.
  3. 3. Our Marketing Mission is Simple, It’s Just Not Easy To Help The Sales Team Grow Revenue* *Note: their success funds your paycheck Grow Top of Funnel Shorten Sales Cycle Upsell To Customers
  4. 4. We MUST Build A Marketing Flywheel
  5. 5. We MUST ensure that people know and consider our brand… Before They Need Our Solutions During Their Research Through Their Evaluation Process After They Become a Customer
  6. 6. We MUST • Understand/map our customer’s buying journey in detail • Execute an integrated plan to reach them with the right content and messages at each stage of their journey
  7. 7. When We Do Our Job Right Great Things Will Happen  Increased Brand Recognition – more prospects know us, remember us and think highly of us  Improved Brand Reputation – prospects see better things about us online [helps boost conversion/close rates]  More Leads – integrated campaigns drive more visitors which then turn into more leads  Higher Close Rates – nurtured prospects think highly of us and are more likely to buy when ready  Faster Sales Cycles – website, content and tools help reps close deals more quickly  Increased Revenue Per Customer – bundles & upsell/cross-sell programs drive demand for new products  Higher Retention – content and renewal programs help reps keep more customers PROFITABLE REVENUE GROWTH!
  8. 8. Guiding Principles for Great Marketing Focus on the Customer, Customer, Customer… Talk about what they need, not what we sell Map everything we do to their buying journey Give Value to Get Value Avoid “get rich quick” campaigns at all costs Create content customers actually want -- educates & solves their problems Get a ‘Two-fer’ From All That We Do Build everything for inbound marketing to pull in leads AND as a tool for outbound selling by the reps Integrate Everything! Run holistic campaigns with multiple tactics ALL centered on a customer insight or pain point – not a product Drive prospects to the site, impress them enough to fill out our form and then nurture those precious leads

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