Denver Boulder Software Club January Event: Making B2B Sexy

684 views

Published on

This was the presentation in conjunction with Market Creation Group and Confio Software done at the Denver Boulder Software Club.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
684
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • With working with over 70 companies, I have learned many things about what causes individuals to fail. Sales typically takes a relationship-based approach, but marketing does not – creates a lack of alignment. Many of our clients use Marketing automation, but to be honest, they’re taking a mass-marketing approach to using it. It’s not bad, but it’s not taking advantage of the microtargeting capability built in. Relationship are what get us scores on our headboard…let’s focus on the relationships of the individuals…not the companies. Too much is riding on larger programs and processes.
  • With working with over 70 companies, I have learned many things about what causes individuals to fail. Sales typically takes a relationship-based approach, but marketing does not – creates a lack of alignment. Many of our clients use Marketing automation, but to be honest, they’re taking a mass-marketing approach to using it. It’s not bad, but it’s not taking advantage of the microtargeting capability built in. Relationship are what get us scores on our headboard…let’s focus on the relationships of the individuals…not the companies. Too much is riding on larger programs and processes.
  • With working with over 70 companies, I have learned many things about what causes individuals to fail. Sales typically takes a relationship-based approach, but marketing does not – creates a lack of alignment. Many of our clients use Marketing automation, but to be honest, they’re taking a mass-marketing approach to using it. It’s not bad, but it’s not taking advantage of the microtargeting capability built in. Relationship are what get us scores on our headboard…let’s focus on the relationships of the individuals…not the companies. Too much is riding on larger programs and processes.
  • With working with over 70 companies, I have learned many things about what causes individuals to fail. Sales typically takes a relationship-based approach, but marketing does not – creates a lack of alignment. Many of our clients use Marketing automation, but to be honest, they’re taking a mass-marketing approach to using it. It’s not bad, but it’s not taking advantage of the microtargeting capability built in. Relationship are what get us scores on our headboard…let’s focus on the relationships of the individuals…not the companies. Too much is riding on larger programs and processes.
  • With working with over 70 companies, I have learned many things about what causes individuals to fail. Sales typically takes a relationship-based approach, but marketing does not – creates a lack of alignment. Many of our clients use Marketing automation, but to be honest, they’re taking a mass-marketing approach to using it. It’s not bad, but it’s not taking advantage of the microtargeting capability built in. Relationship are what get us scores on our headboard…let’s focus on the relationships of the individuals…not the companies. Too much is riding on larger programs and processes.
  • Personify our customers, personify their problem. Great, now what?
  • Crazy new concept – integrated marketing. Woo ‘em. Nurture the relationship. Touch them multiple times before download.
  • Be consistent, constant and omnipresent.
  • Confio goes to events. 120. Monsters are everywhere
  • Simple booth with a sinister plan
  • All I can sayis, know your audience
  • Let’s break this down…
  • Driving traffic to our website… monsters are on all our social channels, banner ads (syndicated programs and google)
  • They invade the cities we visit
  • They help us announce new customers!
  • What is remarketing? – Monsters invade your favorite minion video clips.
  • Is this all because of monsters? No. We also increased spend, ramped up the SDR team, launched LogicalRead and our content marketing programs. But in 2012 our PMM went to PASS Summit and reported back that no one knew Confio. In 2013, he returned and everyone knew exactly who Confio was and they happily stood line for 15 minutes to try to win a monster
  • With working with over 70 companies, I have learned many things about what causes individuals to fail. Sales typically takes a relationship-based approach, but marketing does not – creates a lack of alignment. Many of our clients use Marketing automation, but to be honest, they’re taking a mass-marketing approach to using it. It’s not bad, but it’s not taking advantage of the microtargeting capability built in. Relationship are what get us scores on our headboard…let’s focus on the relationships of the individuals…not the companies. Too much is riding on larger programs and processes.
  • Denver Boulder Software Club January Event: Making B2B Sexy

    1. 1. Market Creation Group Making B2B Sexy (please keep your clothes on) Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
    2. 2. Market Creation Group Your Sexy Education Team Today: • Brett Schklar – Founder & CEO, Market Creation Group • Don Bergal – recently Chief Marketing Officer, Confio Software, a Solar Winds Company • Nadine Pyter – Director of Marketing, Confio Software, A Solar Winds Company • Mark Stiltner – Creative Director, Market Creation Group Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
    3. 3. Market Creation Group What the hell is so sexy about B2B anyway? Inc. Magazine article: Why B2B Startups are Suddenly So Sexy – Oct, 2013 Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
    4. 4. Market Creation Group How to formulate a sexy plan SEXY = ATTRACTION x PERSONAS
    5. 5. Market Creation Group What is attractive to you? @demandmcg | #endhohummarketing Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
    6. 6. Market Creation Group What is attractive to you? @demandmcg | #endhohummarketing Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
    7. 7. Market Creation Group What is attractive to you? @demandmcg | #endhohummarketing Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
    8. 8. Market Creation Group What is attractive to you? @demandmcg | #endhohummarketing Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
    9. 9. Market Creation Group What is attractive to you? @demandmcg | #endhohummarketing Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
    10. 10. Market Creation Group Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
    11. 11. Market Creation Group Customer Lifecycle (yep, they’re in control) Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
    12. 12. Market Creation Group From the desk of Don Bergal THE PROBLEM Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
    13. 13. Market Creation Group Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
    14. 14. Market Creation Group Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
    15. 15. Market Creation Group Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
    16. 16. Market Creation Group According to Brett Schklar, “GREAT IDEAS ARE GREAT. GREAT IDEAS EXECUTED GREATLY GETS GREAT RESULTS” Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
    17. 17. Market Creation Group The infamous Nadine Pyter WHERE THE ACTION REALLY HAPPENS Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
    18. 18. Market Creation Group Monster Love mass-monster appeal
    19. 19. Market Creation Group ?
    20. 20. Market Creation Group
    21. 21. Market Creation Group
    22. 22. Market Creation Group Two examples
    23. 23. Market Creation Group
    24. 24. Market Creation Group Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
    25. 25. Market Creation Group
    26. 26. Market Creation Group Live events – monsters everywhere! Booth Game Figurines Buttons eBook Nurture Automated marketing SDR Offers webinars product toolkits infographic whitepapers eBook -------------Website ---------- We meet people who love monsters remarketing Download!
    27. 27. Market Creation Group Example 2
    28. 28. Market Creation Group
    29. 29. Market Creation Group
    30. 30. Market Creation Group
    31. 31. Market Creation Group Online Marketing – Driving Website Traffic Lead Gen Social Virtual Conf PPC SEO Attract more people who love monsters! -------------Website ----------remarketing Nurture Automated marketing SDR Offers webinars toolkits infographic whitepapers eBook product webinars whitepapers Download!
    32. 32. Market Creation Group
    33. 33. Market Creation Group numbers
    34. 34. Market Creation Group 38% increase - Ignite DLs 74% increase - IgniteFree DLs
    35. 35. Market Creation Group According to Mark Stiltner, “STRATEGY WITHOUT EXECUTION IS MASTURBATION…EXECUTION WITHOUT STRATEGY IS SUICIDE” Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
    36. 36. Market Creation Group Key Takeaway #1 DON’T SELL TO BUSINESSES…BUSINESSES DON’T BUY ANYTHING Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
    37. 37. Market Creation Group Key Takeaway #2 “CIO” IS NOT A PERSONA Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
    38. 38. Market Creation Group Key Takeaway #3 FACTS DON’T SELL YOU…YOU SELL THE FACTS Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
    39. 39. Market Creation Group Key Takeaway #4 AN ARMY OF GENERALS WINS NO WAR Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
    40. 40. Market Creation Group Key Takeaway #5 TALK ABOUT YOUR AUDIENCE, NOT ABOUT YOURSELF Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
    41. 41. Market Creation Group If Facebook has a relationship status, why don’t you have a relationship status for your prospects? #MakeB2BSexy | info@demandmcg.com | Brett Schklar | 303.325.7423
    42. 42. Market Creation Group Strategy Demand Gen Creative #MakeB2BSexy | info@demandmcg.com | Brett Schklar | 303.325.7423
    43. 43. Market Creation Group A very sexy Thank You! Brett Don Nadine Mark Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy

    ×