2. What is the biggest challenge for B2B
Marketers today?
More leads
Higher quality leads
Marketing and Sales Alignment
Deliver more creative campaigns
Develop more content
Demonstrate ROI
Other
3. 93%
~ A d A g e
81%
~ C M I / M P r o f s
68%
~ C M O C o u n c i l
B2B CMO’s greatest
challenge is showing
measurable ROI.
B2B Marketers claim
measuring marketing
effectiveness is their
greatest challenge
CEOs Expect
Marketing
To Deliver ROI
@BrennerMichael
10. The business buyer is now in control over where
information is consumed
Start Finish
BUYER90%
SALES
REP10%
B u y e r ’ s J o u r n e y
@BrennerMichael
13. What is Content Marketing?
Social Media Sharing
Webinars
Ebooks
Sponsored Blog Posts
Viral Videos
Customer Testimonials
Native Ads
All of the above
14. Content . . .
is not Content Marketing
Social Media . . .
is not Content Marketing
Native Ads . . .
is not Content Marketing
@BrennerMichael
15. The Difference Between
Content and Content Marketing
is a Destination You OWN
CONSISTENT
CUSTOMER -
FOCUSED
https://marketinginsidergroup.com/content-marketing/best-content-marketing-examples/
@BrennerMichael
45. 16.9 X
Return On
Investment
$100,000 Budget
$1 Million in search traffic
$250,000 in email list growth
$540,000 in lead conversion to sales
$1,790,000 in Value / Investment
@BrennerMichael
55. E x e c u t i v e P o w e r P o i n t s
Re-Purpose
W h i t e p a p e r s
C u s t o m e r S e r v i c e a n d S a l e s F A Q s
Y o u r e m a i l s = a n s w e r s
@BrennerMichael
56. A c t a s a j o u r n a l i s t s a t e v e n t s
OPP (OPC)
C o v e r c o m p e t i t o r a n d i n d u s t r y
r e s e a r c h
A s k 2 n d - t i e r i n f l u e n c e r s t o s h a r e
t h e i r w o r k
@BrennerMichael
57. C r e a t e a l i s t o f t o p i n f l u e n c e r s
Create Stuff Easy
► b e s t c o n f e r e n c e s
► b e s t q u o t e s
► b e s t s t a t s i n y o u r i n d u s t r y
E x t r a c t t h e e x p e r t i s e i n s i d e y o u r
c o m p a n y ( e x p e r t s a n d c u s t o m e r s )
► W h a t i s …
► W h y i m p o r t a n t . . .
► H o w t o a c h i e v e s u c c e s s w i t h . . .
@BrennerMichael
60. What skills do we need to calculate
Marketing ROI?
PhD in Mathematics
Finance Degree
Advanced / Predictive analytics
Artificial Intelligence / Machine Learning
Omnipotence
Grade School Math
70. The Value of Digital Fair Share
(Online Share of Search Traffic / Market Share *100)
71. ► 5/ 20 * 100= 25 / 100
► 10 Million Business X 4 = $4,000,000
25
18
15
23
20
(Online Share of Search Traffic / Market Share *100)
The Value of Digital Fair Share
@BrennerMichael
76. (Content Marketing Leads
X Conversion Rate
X Avg. Sale Price)
T h e Va l u e o f C o n t e n t
M a r ke t i n g L e a d s
1,000 leads x 3% MQL
► x 50% Sales Accepted (SAL)
► x 50% Sales Qualified (SQL)
► x 40% Closed / Won
► x $180,000 Average Selling
Price (ASP) =
($540,000 - $100,000) / $100,000
=
@BrennerMichael
79. L i fe t i m e Va l u e $ $ $
The Value of Retention=
Re t e n t i o n R a t e $ $ $
Non - Subs cribed
Cus tomers
Rev $ $ $ p er
Subs cribed
Cus tomers
Vs
@BrennerMichael
81. Birmingham, Alabama Area I Insurance
Current
Cadence Bank, NA.
Previous
Blue Cross and Blue Shield of Alabama. lntermark
Group. Aha Digital. LLC
Education
Brigham Young University
VP, Digital Marketing
@BrennerMichael
82. Calculate T he
R O I
Find T he Budg et
(And T ime)
Develop the
Bus ines s Cas e
@BrennerMichael
83. Delivers
Bus ines s Res ults
STOP Sp ending
T ime & Money
on Camp aig ns
Create Content
Peop le Actually
Want
@BrennerMichael