How to Recession Proof Your B2B Marketing Strategy
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What are marketing leaders doing to shore up their marketing strategies as we are likely headed into a recession? Nichole Kelly interiewed marketing and agency leaders to find out. She will share the strategies she's deploying at her company and what other thought leaders like yourselves are doing to make sure they are prepared for the shift. There is no question that marketing is changing and technology will be at the forefront. The question is which strategy will work and how do you make sure you are positioned to take advantage of the opportunities a down market offers. Key Takeaways: - Learn what marketing strategies are gaining attention for recession-proofing - Understand what may or may not work as you look ahead in your own marketing strategy - Discover the key leadership strategies that will help you keep team morale and productivity high
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How to Recession Proof Your B2B Marketing Strategy
- 1. KEYNOTE Nichole Kelly VP MARKETING WINDWARD WASHINGTON D.C. ~ JULY 7 - 8, 2022 DIGIMARCONWASHINGTONDC.COM | #DigiMarConWashingtonDC How to Recession Proof Your B2B Marketing Strategy
- 2. How to Recession Proof Your B2B Marketing Strategy NICHOLE KELLY
- 3. Windward | v.01 Nichole Kelly Former CEO of SME Digital | Social Media Explorer VP of Marketing for Windward Consulting Group Author of How to Measure Social Media Contributor Entrepreneur, Inc., FastCompany and more 2 About Me
- 4. Windward | v.01 Agenda How to Structure Your Strategy How to Get More Done with Less How to Have a Clean Sales Handoff 3
- 5. Windward | v.01 The only choice in a downturn is to get more effective with your resources. Fund Your Programs ● Co-marketing programs ● Co-marketing funding ● Sponsorships Focus Your Strategy ● Simplify the buyer’s journey ● Simplify content strategy ● Simplify your channel strategy Go Agile or Go Home ● Understand resources ● Understand capacity ● Understand production timelines Repeatable Programs ● Eliminate repeat decision making ● Build for scale and efficiency ● Empower sales to self serve How to Get More Done with Less 4
- 7. Windward | v.01 6 Agile Marketing is a way to get work done with transparency and efficiency. Here’s how we do it…
- 8. Windward | v.01 Week 1 Monday - begin of sprint Friday - mid-sprint update Week 2 Wednesday - Next sprint planning Friday - End of sprint update Daily- 15-30 minute stand up Monthly - Sales Marketing Sprint Update Weekly - Sales / Marketing Sync, Launch tasks 2 week sprint structure 7
- 9. Windward | v.01 8 The Sprint Board
- 10. Windward | v.01 9 The Kanban Board
- 11. Windward | v.01 10 The Lifecycle of a Card ● [OUTLINE] ● [WRITE] ● [COPY QA] ● [DESIGN] ● [DESIGN QA] ● [BUILD] ● [BUILD QA] ● [UPDATE] ● [FINALIZE] ● [LAUNCH]
- 12. Windward | v.01 11 The Launch Calendar
- 13. Windward | v.01 12 Resource Planning ● Track projected hours ● Track actual hours ● Track hours by project type
- 15. Windward | v.01 14 Refine the audience using Account Based Marketing
- 16. Windward | v.01 15 Identify firmographic, technographic, and demographic features of Ideal Company Profile Build Ideal Company List in LinkedIn to get contacts, download contact info from SalesIntel. Run awareness email campaigns and ads in HubSpot When target company surges on SalesIntel export updated list of LinkedIn contacts, source on SalesIntel contacts and update database Notify sales that the company is surging, enroll contacts in consideration email and advertising campaign with special free offer When contact makes decision-making motions, notify sales again Pass to sales for follow up The ABM Prototype
- 17. Windward | v.01 Double down on your visual brand 16 Before re-brand
- 18. Windward | v.01 Double down on your visual brand 17 After re-brand
- 19. Windward | v.01 Refine Your Message Find Flow Broad Brush Awareness AIOps ITOM ITSM Use Case Specific Consideration Solution specific Compelling Offer Decision-making 18
- 20. Windward | v.01 19 Your vision is bigger than a tool. 01 A holistic solution. Grounded in real experience. An unrelenting belief in the potential of AI. We know ops. We started Windward with the express goal of empowering network ops organizations to navigate the most complex challenges of the day. And as we’ve grown and evolved, we’ve become ever more expert at operationalizing systems well beyond mere functions and features. Now, anyone can say it. Actually pulling it off is different. Because operations is the belly of the beast. And year after year, we’ve shown deeper knowledge, a richer depth of skill, and true reach-back capabilities across implementations and strategies alike. Touchless tech, invaluable possibilities. All across industry, sector, and geography, artificial intelligence is propelling the potential of what’s possible forward at a dizzying speed. And perhaps nowhere is this opportunity so powerful than in the realm of operations. Data requirements balloon. Organizations strive to meet increasingly global scale and stability requirements. And through it all, end users are experiencing optimizations in their day-to-day lives that often come up short in the IT space. So at Windward, we’re focused on staying ahead. Because these are the solutions of the future.
- 21. Windward | v.01 20 Your IT ecosystem doesn’t exist in isolation. 02 Technology fluid. A business mentality. We’re focused on the ecosystem. Across the industry, it seems everyone cites a platform-agnostic approach as gospel. We see things differently. Because each of the platforms we support provides invaluable possibilities as well as pitfalls—and we see it as our opportunity not to blur our vision across them, but to flex, adapt, and redouble our expertise as we stay philosophically aligned with these tools over time. So as these platforms stretch to serve their users, we do too. And as new platforms emerge, we commit to knowing what’s next. We’re strategists above all. We don’t produce tech solutions as technologists. We do so as strategists. That means we start by understanding an organization’s operational past. It means we’re looking for the why before the what. And it means we always look toward the future. Because implementation without strategy is meaningless—but deployments that alleviate business pain points can have transformative impact. So we think of ourselves as an orchestra. When we realize true harmony across people, purpose, and platforms, we deliver unmatched value for the years to come.
- 22. Windward | v.01 21 Delivery matters. But it’s only the beginning. 03 Excellence in implementation. A blue-collar culture. We actually get it done. When we say we’ve done more implementations than pretty much anyone else out there, we mean it. So we have deep vendor relationships and technical resources. We’re well-versed in the nuance of risk mitigation. And we’re proud to execute a better, faster service within budget time and again. In fact, we guarantee our work because we truly believe we’re the ones for the job. How can we be so audacious? Because we do the work ourselves—no offshore exports here—and because we commit to deployments that deliver from day one. We don’t speak it, we live it. Others in our space tout the best pedigree or utmost accolades. We simply focus on the right people for the job. Who are they? For starters, camaraderie is critical—not merely because we actually like each other, but because we understand that partnership without politics or panache goes so much further. So we hold ourselves to incredibly high standards—and we prove our credibility time after time. We call this exacting, no-drama attitude calmbitious. And it means we’ll keep our cool and deliver excellence every time.
- 23. Windward | v.01 22 People matter. Yours and your partners’. 04 A nuanced understanding of how change actually works. A true partner mentality. Delivery is only the beginning. Perhaps a “ship it and forget it” mentality works for those interested in quantity—here, we’re interested in true human adoption. So we get to know the people we need to engage. We learn about leadership and communication patterns across every rung of the team. And we create coalitions across the board. Because turning on a new technology or platform does nothing if the work comes up short when it comes to defining vision, bridging teams, training stakeholders, and aligning everyone across the board. We’re only as successful as our partners are. We focus on collaboration not merely out of a commitment to service, but out of a true devotion to results. When we create solutions for clients, we go beyond engagement to education, and past progress checks to true white-glove guidance. We’ll put it this way: If we can make our point of contact look like a rockstar, we’ve won. So we’re continually focused on leaving a more informed customer, rather than merely knocking out task orders—because we believe in successes that transform organizations for the better.
- 24. Windward | v.01 Simplify the buyer’s journey Awareness ● Thought leadership ● Podcast ● Media ● Industry specific campaign Consideration ● Product-specific campaign ● Solution-specific campaign ● Case studies ● Compelling offers Decision-making ● Tier 1 Media ● Case Studies ● Sequences ● Sales Decks 23
- 25. Windward | v.01 Deploy Account Based Content Marketing Strategy Ry Find Flow Podcast Tier 1 Media Choose Your Own Adventure Industry-specific campaign Email and Advertising Awareness Product-specific campaign Solution-specific campaign Case studies Compelling offers Email and Advertising Consideration Tier 1 Media Case Studies Sequences Sales Decks Sales Resources Decision-making 24
- 26. Windward | v.01 Find Flow Podcast - Slated to have over 250k views in season 2 - Over $50,000 in sponsorships - Foundation of Awareness Content Strategy A weekly podcast with our CEO where he interviews industry thought leaders, vendors and practitioners in the IT Operations space about AIOps, ITOM and ITSM. 25 Awareness
- 27. Windward | v.01 Tier 1 Media Thought leadership is a requirement for credibility in a competitive market 26 Awareness
- 28. Windward | v.01 Product Specific Campaign - Created multiple content assets that aligned to specific ServiceNow products with full campaigns built around them - Created Sales sequences for sales to deploy with partner sales reps - We aligned our content strategy with 4 of our partners in 3 core areas: AIOps, ITOM and ITSM 27 Consideration
- 29. Windward | v.01 Case Studies - Created a matrix of offerings and aligned them to our partners and pillars of success - These were layered into campaigns - Layered strategy to include industry, pillar and vendor in a case study with social proof 28 Consideration
- 30. Windward | v.01 Compelling Offer - Create a full campaign - Send to engaged contacts - Drove leads to sales Created a compelling offer for a free assessment lined to our pillar of success; AIOps as our first test 29 Consideration
- 31. Windward | v.01 Sales Enablement - Sequences aligned to partners and solutions - Used creative, conversational language We created sales decks, Google templates, case studies, sequences and more to empower sales to close the deal and deliver the message 30 Decision Making
- 32. Windward | v.01 The Sales Handoff Part of our target database that is being nurtured by marketing Cold lead Lead Someone who has recently opened one or more emails Warm lead MQL Someone who has filled out a form or downloaded a key asset or opened 3 or more emails in the last 60 days Hot lead SQL 31