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12 Lessons from the B2B Marketing Manifesto Campaign

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Twelve things
we learned from our
B2B Marketing Manifesto campaign

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The Manifesto
• A 52-page rant

• Core of a Velocity content
  marketing campaign

• Total budget £25k

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Project Open Kimono
The living case study

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12 Lessons from the B2B Marketing Manifesto Campaign

  1. 1. Twelve things we learned from our B2B Marketing Manifesto campaign
  2. 2. The Manifesto • A 52-page rant • Core of a Velocity content marketing campaign • Total budget £25k
  3. 3. Project Open Kimono The living case study
  4. 4. The campaign Social Media Onine PR Email Blog Search
  5. 5. What we learned
  6. 6. Target one, single persona. Think ‘psychographics’ not just demographics.
  7. 7. Give influencers a preview. (And thank them.)
  8. 8. Cross-promote your other content. Content Marketing Workbook Downloads After Manifesto Before Manifesto
  9. 9. Create spin-offs. And atomise them around the web. Slideshare Prezi Docstoc Scribd YouTube Vimeo LinkedIn Blogs
  10. 10. Guest blog. Around the issues covered in your content. Traffic Backlinks Googlejuice New friends
  11. 11. A/B Test stuff Form/No Form? Auto DM Tweet? Text or HTML? LinkedIn ads?
  12. 12. sto n ife a n =m aig Set up the a mp c t m_ &u it ter tw iu m= analytics first. d _ me tm l&u ocia e =s ourc And use tagged URLs _s utm k/? boo st o-e e a nif g-m etin ark b-m 0 /b2 /2 0 /09 1 k /20 .u . co ers a rtn ityp loc ve w w. ://w http
  13. 13. Get a search keyphrase into your title. So backlinks have valuable anchor text. } Backlink Love for “B2B Marketing”
  14. 14. Set targets Granular targets. With numbers.
  15. 15. Six-Month Goals 1000 downloads 200 prospect names and emails 25% spike in downloads of other content 50 comments Google US rank from 16 to top 10 Google UK rank from 7 to top 5 Search term visitors + 50% Social media conversion rate +100% Conversion rate for “B2B marketing” +35% 250 direct links to the download page Newsletter CTR +35% Visits from social media by +50% Improve engagement – time on site, bounce Online PR visits + 50%; conversion rate +100% One concrete business meeting
  16. 16. Six-Month Goals 1506 +399 1000 downloads +171% 200 prospect names and emails 25% spike in downloads of other content 87 50 comments Google US rank from 16 to top 10 x Google UK rank from 7 to top 5 x Search term visitors + 50% +86% Social media conversion rate +100% +2932% Conversion rate for “B2B marketing” +35% x +27% 250 direct links to the download page x +85 Newsletter CTR +35% +50% Visits from social media by +50% +65% Improve engagement – time on site, bounce +18% Online PR visits + 50%; conversion rate +100% +5000% +177% One concrete business meeting 10 meetings, 5 projects 700% ROI And still growing...
  17. 17. If you use a form, do a survey. And use the results as new content.
  18. 18. Get personal. Respond to people with a note.
  19. 19. Capture and share learning. Or it’s not really learning.
  20. 20. Put your head and heart into it. You’re going to be living with your content for a long time.
  21. 21. Come and get it partners.co.uk twitter.com/dougkessler

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