7 Things Every B2B Marketer Should Be Doing Differently in 2012 (and Beyond)


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A webinar I did for Inxpo. I had a lot of fun on this...hope you enjoy

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  • IX.                Offers that convert – The positioning platform is in place, now create offers.  Offers are defined as whitepapers, webinars, etc                                                               i.   Have a mix of offer types – have a mix of whitepapers, webinars, podcastsHave a mix of content – don’t offer the same whitepaper over and over.  Even if the content is similar, try different titles and content descriptionsHave a mix of authors – Buyers prefer third party educational content, use third party resources and increase conversion 
  • Three critical aspect of FocusFirst, research - we have world class research as you would expect to support prospective buyers at all states of the funnel Peer sourced, analyst certified Market primers, Buyer Guides, Product reviews and analysis, Implementation Readiness 24x 7 access to analystsSecond, on top of the research, we foster the largest online community of B2B buyersA community built specifically to service buyers A place where buyers can connect with peers, as well as experts and vendors Join a peer group, ask a question, share dataAnd finally, it’s all on an open platform No fees Free distributed Multi-channelSo we’re not just research and we’re not just community. We bring together the best of both worlds. Why do this? Why now?
  • ). Although these numbers are encouraging, many mobile email readers are triaging their inbox, deciding whether they want to read your email now, later, or never. Use a clear email subject line and recognizable name in the sender field to ensure you don't get deleted. Then do your best to create a pleasant mobile reading experience by offering both plan text and HTML versions of your email, using very descriptive alt text in case your images don't display, and keeping the message brief.(BTW: 70 million US consumers who access email through their mobile device (Source: Comscore), 43% check email four or more times per day (Source: Markle)
  • 7 Things Every B2B Marketer Should Be Doing Differently in 2012 (and Beyond)

    1. 1. 7 Things Every B2BMarketer Should BeDoing Differently in 2012(and Beyond)Craig RosenbergThought Leader in b2b demand generationAuthor of the Funnelholic blog@funnelholicwww.linkedin.com/in/craigrosenberg Craig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg
    2. 2. Demand generation is still hard“More than 60 percent of marketers report that theirgreatest marketing challenge for 2012 is generatingmore leads, and nearly two-thirds (63 percent) ofrespondents report that their marketing mix eitherdoesnt meet sales demand or theyreunsure of whether their mix is effective.”Crains BtoB Magazine and Bizo2012 Marketing Survey Craig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg
    3. 3. The Seven “things”1. Content marketing – now it’s time to really act as a publisher2. Diversity of offer types (whitepapers, webinars, etc)3. Persona-based targeted marketing4. Account-specific campaigns5. Growth hacks (I am big on growth hacks)6. Mobile marketing7. Some social media thoughts Craig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg
    4. 4. Content Marketing 101b 1. Create once, publish many 2. Diversify your portfolio of offers 3. Deliver a cadence of content “Your objective…is to aim to identify people with a problem, a problem that your product or service cansolve, and get those people to raise their hand and say “tell me more” Howard Sewell, Spear Marketing Craig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg
    5. 5. Create once, publish many Publish a range of content assets from a single core piece of content Once raw piece of content can create articles, posts, whitepapers, e-books, FAQs, videos… Craig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg
    6. 6. Create a diverse portfolio of offers• Remember: Every buyer is unique in their preference for types of offers• If possible, mix your offers up in three ways: – Offer types – Have a mix of white papers, webinars, video, blog posts – Content – Don’t offer the same white paper over and over. Even if the content is similar, try different titles and content descriptions. Break an Ebook up into shorter white papers. – Authors – Keep in mind, buyers prefer third party educational content. Mix that with your vendor-specific content Craig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg
    7. 7. What publishers really do Think like a publisher – content should be pushed on a consistent schedule Think like a television network or radio show – get your audience to EXPECT content at a particular day/time Craig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg
    8. 8. If you are relevant, they will engage 75% of executive respondents to an ITSMA survey said they would read unsolicited marketing materials that contains ideas that might be relevant to their business ITSMA http://www.slideshare.net/digital library/penetrating-target- accounts-with-accountbased- marketing Craig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg
    9. 9. Even if they don’t know you…. Of those respondents, 92% would pay attention even if it is from a company they have never done business with ITSMA http://www.slideshare.net/digital library/penetrating-target- accounts-with-accountbased- marketing Craig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg
    10. 10. What is a buyer persona?A buyer persona is a description of a specific person for whom yourproducts and services are intended. It goes beyond statistics anddemographics, and defines behaviors, motivations, likes/dislikes, traits, etc.Its intent is to help you reach your customers on a human level. (JeremyVictor) “(A buyer persona is) a short biography of the typical customer, not just a job description but a person description. The buyer persona profile gives you a chance to truly empathize with target buyers, to step out of your role as someone who wants to promote a product and see, through your buyers eyes, the circumstances that drive their decision process.“ (Adelle Revella) Craig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg
    11. 11. Step 1: Understand the buyer1 What do they do in their job every day? (responsibilities and activities)2 What keeps them awake at night? (list 3-6)3 What are their organizations biggest challenges?4 How are they measured?5 What do their buying processes typically look like?6 Who else is on the buying committee?7 Why would this persona buy your solution?8 Why haven’t they bought your solution?9 Where do they educate themselves?(online/offline) Craig Rosenberg10 How do they prefer to educate themselves? (eg. Webinars) @funnelholic www.linkedin.com/in/craigrosenberg
    12. 12. Step 2: Map the buyer journey MARKETING FUNNEL LEAD QUALIFICATION FUNNEL SALES FUNNEL Handoff to sales SAL field sales Phone: will make decision SQL in 2 months Re-target: downloads vendor Site: views telesales whitepaper LP 9C vendor demo start to finish Site: downloads third party “buyers guide” Email: completes IT priority Email: opens survey and lists storage as top 3 Email: does not open webinar email MQL priority follow up survey Phone: commits to Re-target: no view online demo click thru on banner Site: does not attend live webinar Email: opens vendor Phone: cannot connect incentive offer after 10 dials Re-target: clicks thru ITManagement banner on ESPN.com Phone: won’t make decision for 5 monthsMarketing Phone: no project right now;Database check back in 6 months COLLECTING GATHERING COMPARING SHORTLISTING INFORMATION REQUIREMENTS VENDORS VENDORS Craig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg
    13. 13. Monster.com Role-Specific CommunitiesUsers have options tochoose theircommunities basedon their roles. Craig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg
    14. 14. Monster.com sales-specific contentcommunity
    15. 15. Account Specific Campaigns Account-Based Marketing (ABM) is a way to build stronger relationships with your most valued customers and prospects with highlytargeted marketing interactions that demonstrate your in-depth understanding of their business and technology issues. It’s a way to increaseyour customer’s awareness of the total value you offer to heightens their interest in you. -ITSMA Craig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg
    16. 16. Account-based marketing:Nuances Net New BusinessInitiative• Highly Targeted: 650 Companies• Seven-touch campaign: – Precise messaging for each target vertical and account – Vertically focused microsites – Direct Mail: Foam Finger with recipients name (Bob!) – Messages (email, phone) urging recipient to visit personal microsite – Book “Your Call Is (Not That) Important to Us” by Emily Yellin about customer service and call-center issues.• ROI: 14-to-1 ROI to date. “Tons of deals got closed for this” – Lauren Goldstein, Babcock and JenkinsVia Babcock and Jenkins@laurenondemand Craig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg
    17. 17. Highly Engaging, Highly Targeted Craig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg
    18. 18. Highly Personalized Engagement Craig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg
    19. 19. Account-Based Success Factors • Early alignment with sales on priorities Alignment • Ongoing alignment & integration • Focused and validated by stakeholders Targeting • Multiple contacts per organization • Audience insights ruled supreme! Personalization • Relevancy, relevancy, relevancy • Innovative, relevant, personalized Creativity • Integrated across multiple touch-points Craig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg
    20. 20. Growth Hacks “What if we could “hack” our growth? Instead of paying $20 to acquire a new customer, we could focus on projects that continue to bring us new customers long after we’ve finished improving. Paying for the hack once and enjoying growth long after the fact sounds like a good deal to me” Lars Lofgren, KissMetrics Craig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg
    21. 21. Simple Homepagehttp://blog.kissmetrics.com/the-6-best-growth-hacks/ Craig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg
    22. 22. Product Integrations aka Facebook http://blog.kissmetrics.com/the-6-best- Craig Rosenberg @funnelholic growth-hacks/ www.linkedin.com/in/craigrosenberg
    23. 23. The Iphone hack of the century http://www.startupplays.com/blog/top-5- successful-startup-growth-hacks/ Craig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg
    24. 24. If you don’t think mobile is big, I can’t help you• Last year’s mobile data traffic was eight times the size of the entire global Internet in 2000.• Mobile video traffic exceeded 50 percent of all video traffic for the first time in 2011.• By the end of 2012, the number of mobile-connected devices will exceed the number of people on earth, and by 2016 there will be 1.4 mobile devices per capita.• Nine in 10 young adults spend between one and five hours on their mobile devices daily.• 91% of mobile workers use a smartphone for work. Craig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg
    25. 25. B2B mobile marketing moves1.) Optimize your website and downloadable content(Responsive Web Design)2.) Audio content works3.) Add social sharing buttons.4.) Make mobile user-friendly forms5.) Provide click-to-call functionality6.) Make emails mobile-friendly.•http://blog.hubspot.com/blog/tabid/6307/bid/29362/6-Ways-B2B-Marketers-Should-Optimize-for-Mobile-Browsing.aspx#ixzz21nhpmZFR•http://b2bdigital.net/2012/05/09/10-things-you-need-to-know-about-b2b-mobile-marketing/ Craig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg
    26. 26. The 8 million tips for B2B socialmedia Craig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg
    27. 27. Put social sharing on everything• Reg forms• Thank you pages• Blog posts• White papers• Individual pages of whitepapers• Video• Infographics Craig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg
    28. 28. Incent Social Sharing Example A: Drop Box Craig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg
    29. 29. My final “thing”Please have fun…thank you Craig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg