The document discusses how the landscape of B2B marketing has changed dramatically with the rise of the internet and digital technologies. Specifically:
1. The internet has created a new way of thinking about marketing by enabling tactics like zero-latency campaigns, targeting micro-niches, increased transparency, smaller companies competing effectively, and new digital tools.
2. The buying process for B2B customers has changed, with buyers starting their journey in different places online and going through a new series of steps before making a purchase.
3. Competition in B2B marketing has increased as other marketers have also recognized these changes, gaining new powers of speed, agility and ability to target customers.
The document introduces a book about how the B2B marketing landscape has changed dramatically. It argues that B2B marketers have woken up in a strange new world where the rules no longer apply. The tour of this new landscape begins with a call to action for B2B marketers to be more ambitious and explores what has really changed in B2B marketing and the new barriers and opportunities that exist.
The document discusses the problem of poor follow up on sales leads. It makes three key points:
1) Less than 20% of sales leads generated by marketing are ever followed up on by sales. This is a major problem that marketing and sales need to address.
2) Software alone cannot follow up on leads - it requires personal contact from salespeople to build relationships. However, modern communication tools make initial contact difficult.
3) Marketing needs to stop blaming sales for poor follow up and help sales by qualifying leads better so sales time isn't wasted on leads that aren't truly prospects. Proper lead qualification is the key to improving follow up rates.
Terry McCrann interview PM mag Mar 2011Adam Joseph
This document summarizes an interview between Adam Joseph (AJ) and Terry McCrann (TM), a financial columnist. Some key points:
- TM sees marketing holistically as key to the corporate dynamic, not a separate component. It needs structure but also needs to be holistic.
- Brand management is the number one issue for a company - if the brand is damaged, the company is damaged. Though not responsible for day-to-day brand strategy, the CEO needs to prioritize brand management.
- When assessing brand damage, TM looks at indirect factors like bad publicity and direct results like bottom line impacts. Brands impact quickly now.
- Apple is seen as the best brand in
This document discusses the power of passion in network marketing success. It states that passion is the undeniable energy and force that drives network marketers to accomplish their goals. Passion comes from the heart and is fueled by obsession and a deep connection to one's purpose. Those with true passion for network marketing are able to perform at extremely high levels and will not give up. Passion is identified as the missing ingredient for most people who quit network marketing opportunities.
How to Create an Unstoppable Home Based Business and Network Marketing MachineErik Christian Johnson
This document discusses how to build a successful home-based network marketing business. It emphasizes the need to treat the business professionally and commit long-term like other professionals. While the work may be difficult initially, with persistence and by recruiting quality leaders to build underneath you, the business can become very profitable through leverage and residual income over a period of 2-4 years. The document encourages sticking with it through challenges, as successful leaders were able to find profitability by weathering lulls and retaining a long-term vision for the business.
This document provides a checklist for training new and existing Stemtech independent business partners (IBPs). It includes questions about whether IBPs are aware of the Stemtech products, business plan, how to place orders and use the back office system, how to generate sales leads, conduct effective presentations that build credibility and interest in purchasing, explain the benefits of the business opportunity, and close sales. It also addresses whether IBPs have systems in place for ongoing business activities like lead generation, scheduling presentations, customer service, communication with upline partners and company, and self-monitoring of confidence, motivation and attitude.
The document discusses network marketing (NWM), also known as multi-level marketing. It defines NWM as building business connections through social meetings to distribute products or services. NWM relies on referrals rather than traditional advertising. Common NWM structures include multi-level marketing, retailing, direct sales, and binary marketing. The history and trends of NWM are discussed, including how the internet has impacted NWM. Examples of major NWM companies are provided. The key to success in NWM is developing a large organization through referrals and having a strong belief in the system and oneself.
The document introduces a book about how the B2B marketing landscape has changed dramatically. It argues that B2B marketers have woken up in a strange new world where the rules no longer apply. The tour of this new landscape begins with a call to action for B2B marketers to be more ambitious and explores what has really changed in B2B marketing and the new barriers and opportunities that exist.
The document discusses the problem of poor follow up on sales leads. It makes three key points:
1) Less than 20% of sales leads generated by marketing are ever followed up on by sales. This is a major problem that marketing and sales need to address.
2) Software alone cannot follow up on leads - it requires personal contact from salespeople to build relationships. However, modern communication tools make initial contact difficult.
3) Marketing needs to stop blaming sales for poor follow up and help sales by qualifying leads better so sales time isn't wasted on leads that aren't truly prospects. Proper lead qualification is the key to improving follow up rates.
Terry McCrann interview PM mag Mar 2011Adam Joseph
This document summarizes an interview between Adam Joseph (AJ) and Terry McCrann (TM), a financial columnist. Some key points:
- TM sees marketing holistically as key to the corporate dynamic, not a separate component. It needs structure but also needs to be holistic.
- Brand management is the number one issue for a company - if the brand is damaged, the company is damaged. Though not responsible for day-to-day brand strategy, the CEO needs to prioritize brand management.
- When assessing brand damage, TM looks at indirect factors like bad publicity and direct results like bottom line impacts. Brands impact quickly now.
- Apple is seen as the best brand in
This document discusses the power of passion in network marketing success. It states that passion is the undeniable energy and force that drives network marketers to accomplish their goals. Passion comes from the heart and is fueled by obsession and a deep connection to one's purpose. Those with true passion for network marketing are able to perform at extremely high levels and will not give up. Passion is identified as the missing ingredient for most people who quit network marketing opportunities.
How to Create an Unstoppable Home Based Business and Network Marketing MachineErik Christian Johnson
This document discusses how to build a successful home-based network marketing business. It emphasizes the need to treat the business professionally and commit long-term like other professionals. While the work may be difficult initially, with persistence and by recruiting quality leaders to build underneath you, the business can become very profitable through leverage and residual income over a period of 2-4 years. The document encourages sticking with it through challenges, as successful leaders were able to find profitability by weathering lulls and retaining a long-term vision for the business.
This document provides a checklist for training new and existing Stemtech independent business partners (IBPs). It includes questions about whether IBPs are aware of the Stemtech products, business plan, how to place orders and use the back office system, how to generate sales leads, conduct effective presentations that build credibility and interest in purchasing, explain the benefits of the business opportunity, and close sales. It also addresses whether IBPs have systems in place for ongoing business activities like lead generation, scheduling presentations, customer service, communication with upline partners and company, and self-monitoring of confidence, motivation and attitude.
The document discusses network marketing (NWM), also known as multi-level marketing. It defines NWM as building business connections through social meetings to distribute products or services. NWM relies on referrals rather than traditional advertising. Common NWM structures include multi-level marketing, retailing, direct sales, and binary marketing. The history and trends of NWM are discussed, including how the internet has impacted NWM. Examples of major NWM companies are provided. The key to success in NWM is developing a large organization through referrals and having a strong belief in the system and oneself.
This document discusses the gap between marketing and sales departments and what sales needs from marketing. It provides 7 strategies:
1. Marketing should focus on generating high-quality leads that are well-defined and nurtured over time, rather than just collecting names.
2. Both marketing and sales must create strong value propositions that clearly articulate the business results and outcomes customers will achieve, rather than just focusing on product features.
3. Marketing needs to provide sales with an understanding of customers' status quo situations and typical decision makers they may encounter.
4. Marketing should make sales aware of potential "triggering events" that could create an immediate need for their products or services.
The document argues
Residential and Commercial Plot in Lucknow, Paraiso Realty is one of the leading real estate developers in India. We provide Plots in Lucknow, LDA Plots in Lucknow, Kisto me Plot in Lucknow.
Contact Us: 91 9336574737,9936361234
Email id: info@paraiso.com Website: http://paraisorealty.in/
Address: B_16 G.L tower near new R.K timber gomti Nagar vibhuti khand lucknow ( 226010)
The document discusses the perspectives of a skeptical business man and a purchase director on social media and customer relationships. The business man believes social media is a waste of time and that automated processes and heavy advertising are the keys to success. However, the purchase director finds value in social media for researching new vendors and says current vendors are too disconnected. The business man's views are challenged, and he begins to consider how social media could engage customers and improve business.
10 Online Marketing Mistakes That Can Kill Your BusinessTommy Landry
You never want to find yourself having to manage a situation caused by one of these errors. Start building plans today for how you will adjust if needed.
18 Secrets of super successful business ownersAndrew Lee
What is it that makes a difference in your level of success? In this presentation for the Entrepreneurs Circle Andy Lee BGA for Halifax and Huddersfield shares 18 key attitudes, beliefs and behaviours that make that difference.
The Affiliate Masters Course is an intensive 10-DAY course on becoming a
High-earning affiliate champion.
How? By “building income through content,” the proven, C T P M way!
An affiliate business is one of the easiest ways to get your feet wet in e-business.
You send visitors (i.e., potential customers) to a merchant’s Web site that you are
Representing. If they buy or complete a required action (for example, fill in a
Form), the merchant pays you a commission. No fuss, no muss!
How we think about marketing at Drift. From focusing on words more than design, making it simple, writing like a human, and focusing on our customers above all else.
The Publisher has strived to be as accurate and complete as possible in the creationof this report, notwithstanding the fact that he does not warrant or represent at any timethat the contents within are accurate due to the rapidly changing nature of the Internet.
While all attempts have been made to verify information provided in this publication, thePublisher assumes no responsibility for errors, omissions, or contrary interpretation of the subject matter herein. Any perceived slights of specific persons, peoples, or organizations are unintentional.
In practical advice books, like anything else in life, there are no guarantees of incomemade. Readers are cautioned to reply on their own judgment about their individual circumstances to act accordingly.
This book is not intended for use as a source of legal, business, accounting or financial advice. All readers are advised to seek services of competent professionals in legal, business, accounting, and finance field.
You are encouraged to print this book for easy reading.
At Pragmatic Marketing, we’ve worked with thousands of high-tech companies—so we’re no strangers to innovation.
And we’ve recently completed some innovation of our own, restructuring our curriculum to offer more of what the market has told us it wants. You see, the market should be at the center of every innovation effort you make. As Neil Baron puts it in this issue’s feature article, “A valuable innovation delivers an improved customer experience as a result of a better way of doing things.”
In addition to Baron’s view, Paul Brooks helps you decide whether what you’re contemplating is actually a bad idea. Jessica Dugan provides tips to get past the hang-ups that are holding you back, and Eric Doner shows you how to foster innovation in your organization—all in hopes of helping you do your own innovating in a way that’s valued by your customers.
This issue is also full of best practices and examples of how to approach content, mobile products, competitive analysis, and much more.
As Peter Drucker once said, “Business has only two functions: marketing and innovation.” This issue strives to help you do both.
Sincerely,
Craig Stull, Founder/CEO
The 15 Online Businesses that you can start today for big profits.mgbmet
The document describes 15 online businesses that can be started today for profits. These include selling information products, affiliate marketing, selling advertising space on a website with quality traffic, online trading, high yield investment programs, online auctions, dropshipping, multi-level marketing, and starting a consultancy business. While some of these businesses have high competition, they can still be profitable if done correctly by focusing on high commission products, quality traffic, and reasonable investment returns. Discretion is advised, as some opportunities like investment programs involve risk.
best audiobooks Network Marketing is Dead Long Live Network Marketingfusgov
This audiobook discusses how traditional network marketing is no longer effective and a waste of time and money. It explains how using new technologies like the internet, people can build huge networks and make sales automatically. The audiobook teaches listeners how to analyze network marketing companies, create multiple streams of residual income online, attract free traffic, convert leads without calling anyone, and gain leverage by duplicating automated processes for their team members. Listeners will learn how to build their network marketing business efficiently using minimum time and resources through applying the eight principles of a successful network marketing plan and understanding what types of businesses work with automated systems.
This document provides an overview of multi-level marketing (MLM) with statistics and facts about major MLM companies. It notes that MLM is a proven distribution model used by companies like Avon, Amway, and Herbalife to generate billions in annual revenue. Over 62 million people worldwide participate in MLM, with most being women aiming to supplement their family income. The US is the largest MLM market, generating $30 billion annually with 15 million participants.
Adam Honig provides tips for salespeople to reconnect with lost prospects. He argues that salespeople should not disappear after failing to close a deal, as prospects' needs may change. Honig recommends staying in touch with prospects through relevant content emails on a regular basis, such as monthly, to remain top of mind. After a few emails, a salesperson should call to schedule a follow-up phone call or meeting. Consistently following up in this manner over several months can help reengage lost prospects and find new opportunities.
What is an mlm company or a network marketing company?
A clear definition and how it differs from traditional business, why do companies choose to go this route and how to avoid scams
Link to the full presentation:https://youtu.be/5li05N_NcRA
Introducing Network Marketing Survival- How to survive in the Network Marketing jungle. Inside this ebook, you will discover the topics about the shocking turth , why would you be choosing an MLM in the first place, types of people who are looking for oppurtunities , what is the MLM jungle like, exposure to the industry, the team (upline, sidelines, even the company staff), the trend of time, there is no such thing as a perfect MLM, an MLM that would suit you, being aware of the risks, getting started off the right foot and in a nutshell.
3 Biggest Reasons Why Network Marketers Fail in MLM and How to Fix ItErik Christian Johnson
3 Biggest Reasons Why Network Marketers Fail in MLM and How to Fix It. Struggling in Network Marketing, or want to prepare for a new venture in network marketing? This will help you. Please share and thank you.
This document discusses network marketing and compares it to traditional employment, self-employment, business ownership, and investment. It argues that network marketing allows individuals to leverage their time and build networks in a way that can generate significant wealth. The key aspects that make network marketing legitimate are that income is based on product sales and movement rather than recruitment alone, anyone can rise to the highest levels based on their own performance, and there are no barriers limiting advancement. Overall, the document promotes network marketing as a model that can provide financial freedom for average individuals.
The document is a presentation by Anand Sanwal, CEO of CB Insights, listing 68 things not to do when running a SaaS company. Some of the key things mentioned include not tolerating high-performing assholes, not believing your own hype, not worrying about losses early on, not hiring under pressure, and not ignoring sales advice. The presentation provides advice across various areas like product, marketing, sales, and culture.
This document introduces the concept of a Marketing Data Lake as a new way for marketing departments to be more data-driven. It argues that traditional marketing has been broken for not being able to prove what works and connect activities to outcomes. The authors describe how they built a Marketing Data Lake at their company Informatica in 60 days, which transformed marketing by allowing them to see the end-to-end customer journey and which activities drove revenue. The book aims to help other marketers fix their systems by building their own Data Lakes to make truly data-driven, accountable, and customer-focused marketing decisions.
Mission Possible: Personalized B2B Marketing in the Age of Colossal DataShelly Lucas
Personalized B2B marketing requires delivering the right message, through the right channel, at the right time. Sounds impossible, right? Not if you gear up for it.
Startup Selling: How to sell if you really, really have to and don't know how...SalesQualia
Are you a start-up CEO? A technical founder with a great product that you need to start selling now? An engineer at a start-up that's been asked to pitch in with the company's sales? Then this book is for you.
While you’re sitting at your desk coding or productizing, the phone might ring every so often or you receive occasional "request for information" emails from your website. Perhaps you’re lucky enough to gain an introduction from your venture capital partner or friends in the industry. What do you do with that new prospect? How do you move from product development to revenue?
This book teaches your about the basic aspects of the sales process, and provides everyday sales strategies you can utilize immediately in your business. It's practical advice that you can start using right now. In the next 20 minutes. Today. This book will make a difference in your business. You will immediately see how inbound callers respond differently and how you're able to decode the decision process. Before you know it, you might actually begin to like sales...
The author is a 10-year veteran in Silicon Valley with more than 15 years of sales experience. You'll love his candid writing style - loaded with specific questions to ask on sales calls and example conversations that you can implement immediately into your customer interactions.
This document discusses the gap between marketing and sales departments and what sales needs from marketing. It provides 7 strategies:
1. Marketing should focus on generating high-quality leads that are well-defined and nurtured over time, rather than just collecting names.
2. Both marketing and sales must create strong value propositions that clearly articulate the business results and outcomes customers will achieve, rather than just focusing on product features.
3. Marketing needs to provide sales with an understanding of customers' status quo situations and typical decision makers they may encounter.
4. Marketing should make sales aware of potential "triggering events" that could create an immediate need for their products or services.
The document argues
Residential and Commercial Plot in Lucknow, Paraiso Realty is one of the leading real estate developers in India. We provide Plots in Lucknow, LDA Plots in Lucknow, Kisto me Plot in Lucknow.
Contact Us: 91 9336574737,9936361234
Email id: info@paraiso.com Website: http://paraisorealty.in/
Address: B_16 G.L tower near new R.K timber gomti Nagar vibhuti khand lucknow ( 226010)
The document discusses the perspectives of a skeptical business man and a purchase director on social media and customer relationships. The business man believes social media is a waste of time and that automated processes and heavy advertising are the keys to success. However, the purchase director finds value in social media for researching new vendors and says current vendors are too disconnected. The business man's views are challenged, and he begins to consider how social media could engage customers and improve business.
10 Online Marketing Mistakes That Can Kill Your BusinessTommy Landry
You never want to find yourself having to manage a situation caused by one of these errors. Start building plans today for how you will adjust if needed.
18 Secrets of super successful business ownersAndrew Lee
What is it that makes a difference in your level of success? In this presentation for the Entrepreneurs Circle Andy Lee BGA for Halifax and Huddersfield shares 18 key attitudes, beliefs and behaviours that make that difference.
The Affiliate Masters Course is an intensive 10-DAY course on becoming a
High-earning affiliate champion.
How? By “building income through content,” the proven, C T P M way!
An affiliate business is one of the easiest ways to get your feet wet in e-business.
You send visitors (i.e., potential customers) to a merchant’s Web site that you are
Representing. If they buy or complete a required action (for example, fill in a
Form), the merchant pays you a commission. No fuss, no muss!
How we think about marketing at Drift. From focusing on words more than design, making it simple, writing like a human, and focusing on our customers above all else.
The Publisher has strived to be as accurate and complete as possible in the creationof this report, notwithstanding the fact that he does not warrant or represent at any timethat the contents within are accurate due to the rapidly changing nature of the Internet.
While all attempts have been made to verify information provided in this publication, thePublisher assumes no responsibility for errors, omissions, or contrary interpretation of the subject matter herein. Any perceived slights of specific persons, peoples, or organizations are unintentional.
In practical advice books, like anything else in life, there are no guarantees of incomemade. Readers are cautioned to reply on their own judgment about their individual circumstances to act accordingly.
This book is not intended for use as a source of legal, business, accounting or financial advice. All readers are advised to seek services of competent professionals in legal, business, accounting, and finance field.
You are encouraged to print this book for easy reading.
At Pragmatic Marketing, we’ve worked with thousands of high-tech companies—so we’re no strangers to innovation.
And we’ve recently completed some innovation of our own, restructuring our curriculum to offer more of what the market has told us it wants. You see, the market should be at the center of every innovation effort you make. As Neil Baron puts it in this issue’s feature article, “A valuable innovation delivers an improved customer experience as a result of a better way of doing things.”
In addition to Baron’s view, Paul Brooks helps you decide whether what you’re contemplating is actually a bad idea. Jessica Dugan provides tips to get past the hang-ups that are holding you back, and Eric Doner shows you how to foster innovation in your organization—all in hopes of helping you do your own innovating in a way that’s valued by your customers.
This issue is also full of best practices and examples of how to approach content, mobile products, competitive analysis, and much more.
As Peter Drucker once said, “Business has only two functions: marketing and innovation.” This issue strives to help you do both.
Sincerely,
Craig Stull, Founder/CEO
The 15 Online Businesses that you can start today for big profits.mgbmet
The document describes 15 online businesses that can be started today for profits. These include selling information products, affiliate marketing, selling advertising space on a website with quality traffic, online trading, high yield investment programs, online auctions, dropshipping, multi-level marketing, and starting a consultancy business. While some of these businesses have high competition, they can still be profitable if done correctly by focusing on high commission products, quality traffic, and reasonable investment returns. Discretion is advised, as some opportunities like investment programs involve risk.
best audiobooks Network Marketing is Dead Long Live Network Marketingfusgov
This audiobook discusses how traditional network marketing is no longer effective and a waste of time and money. It explains how using new technologies like the internet, people can build huge networks and make sales automatically. The audiobook teaches listeners how to analyze network marketing companies, create multiple streams of residual income online, attract free traffic, convert leads without calling anyone, and gain leverage by duplicating automated processes for their team members. Listeners will learn how to build their network marketing business efficiently using minimum time and resources through applying the eight principles of a successful network marketing plan and understanding what types of businesses work with automated systems.
This document provides an overview of multi-level marketing (MLM) with statistics and facts about major MLM companies. It notes that MLM is a proven distribution model used by companies like Avon, Amway, and Herbalife to generate billions in annual revenue. Over 62 million people worldwide participate in MLM, with most being women aiming to supplement their family income. The US is the largest MLM market, generating $30 billion annually with 15 million participants.
Adam Honig provides tips for salespeople to reconnect with lost prospects. He argues that salespeople should not disappear after failing to close a deal, as prospects' needs may change. Honig recommends staying in touch with prospects through relevant content emails on a regular basis, such as monthly, to remain top of mind. After a few emails, a salesperson should call to schedule a follow-up phone call or meeting. Consistently following up in this manner over several months can help reengage lost prospects and find new opportunities.
What is an mlm company or a network marketing company?
A clear definition and how it differs from traditional business, why do companies choose to go this route and how to avoid scams
Link to the full presentation:https://youtu.be/5li05N_NcRA
Introducing Network Marketing Survival- How to survive in the Network Marketing jungle. Inside this ebook, you will discover the topics about the shocking turth , why would you be choosing an MLM in the first place, types of people who are looking for oppurtunities , what is the MLM jungle like, exposure to the industry, the team (upline, sidelines, even the company staff), the trend of time, there is no such thing as a perfect MLM, an MLM that would suit you, being aware of the risks, getting started off the right foot and in a nutshell.
3 Biggest Reasons Why Network Marketers Fail in MLM and How to Fix ItErik Christian Johnson
3 Biggest Reasons Why Network Marketers Fail in MLM and How to Fix It. Struggling in Network Marketing, or want to prepare for a new venture in network marketing? This will help you. Please share and thank you.
This document discusses network marketing and compares it to traditional employment, self-employment, business ownership, and investment. It argues that network marketing allows individuals to leverage their time and build networks in a way that can generate significant wealth. The key aspects that make network marketing legitimate are that income is based on product sales and movement rather than recruitment alone, anyone can rise to the highest levels based on their own performance, and there are no barriers limiting advancement. Overall, the document promotes network marketing as a model that can provide financial freedom for average individuals.
The document is a presentation by Anand Sanwal, CEO of CB Insights, listing 68 things not to do when running a SaaS company. Some of the key things mentioned include not tolerating high-performing assholes, not believing your own hype, not worrying about losses early on, not hiring under pressure, and not ignoring sales advice. The presentation provides advice across various areas like product, marketing, sales, and culture.
This document introduces the concept of a Marketing Data Lake as a new way for marketing departments to be more data-driven. It argues that traditional marketing has been broken for not being able to prove what works and connect activities to outcomes. The authors describe how they built a Marketing Data Lake at their company Informatica in 60 days, which transformed marketing by allowing them to see the end-to-end customer journey and which activities drove revenue. The book aims to help other marketers fix their systems by building their own Data Lakes to make truly data-driven, accountable, and customer-focused marketing decisions.
Mission Possible: Personalized B2B Marketing in the Age of Colossal DataShelly Lucas
Personalized B2B marketing requires delivering the right message, through the right channel, at the right time. Sounds impossible, right? Not if you gear up for it.
Startup Selling: How to sell if you really, really have to and don't know how...SalesQualia
Are you a start-up CEO? A technical founder with a great product that you need to start selling now? An engineer at a start-up that's been asked to pitch in with the company's sales? Then this book is for you.
While you’re sitting at your desk coding or productizing, the phone might ring every so often or you receive occasional "request for information" emails from your website. Perhaps you’re lucky enough to gain an introduction from your venture capital partner or friends in the industry. What do you do with that new prospect? How do you move from product development to revenue?
This book teaches your about the basic aspects of the sales process, and provides everyday sales strategies you can utilize immediately in your business. It's practical advice that you can start using right now. In the next 20 minutes. Today. This book will make a difference in your business. You will immediately see how inbound callers respond differently and how you're able to decode the decision process. Before you know it, you might actually begin to like sales...
The author is a 10-year veteran in Silicon Valley with more than 15 years of sales experience. You'll love his candid writing style - loaded with specific questions to ask on sales calls and example conversations that you can implement immediately into your customer interactions.
This document provides an overview of a digital lead generation process consisting of 9 steps: 1) defining a target audience and their problem, 2) positioning one's firm to solve that problem, 3) developing a valuable lead magnet, 4) identifying where the target audience can be found online, 5) crafting an attention-grabbing hook, 6) including an email capture mechanism, 7) delivering the lead magnet, 8) implementing a nurturing program, and 9) achieving conversions. The process is designed to generate targeted leads by addressing an audience's unawareness through content that moves them from interest to consideration and ultimately conversion.
The document provides advice for building a marketing plan and discusses key considerations such as understanding the difference between sales and marketing, knowing what you are really selling, understanding your brand, having a clear story, focusing on customers, determining if social media is appropriate, maintaining consistency, being ready to evolve strategies, spreading your own message through community involvement, and how to hire an agency. The overall message is the importance of thorough discovery and understanding your business, customers, and brand before developing a marketing plan and strategy.
"A brave, new business world."
It’s difficult to imagine any landscape that’s changed more than business-to-business. The last 5 years has seen almost all the rules re-written, re-worked or simply revoked. Social platforms. Mobile connectivity. Niche business media. Content as a sales source. Targeting business people as people. They're just the tip of a moving landscape. In the pages of 'Engaging a business audience of One,' the OgilvyOne thought-leaders examine each of these game-changers.
This document debunks 7 common myths about B2B content marketing. It summarizes that while content marketing is effective, there is a lot of hype that does not reflect real-world practices. Specifically, it argues that content marketing is not just inbound marketing, that social media should not be the sole focus, that selling has its place if done appropriately, that customers care more about their business problems than the marketer's brand, B2B content does not need to be boring, quality is as important as quantity of content, and there is no single best practice for all companies. An effective content marketing strategy requires understanding each company's unique needs.
B2B Lead Generation - Bridge the Divide Between Sales & Marketing3D2B
Generating high-quality leads is the biggest challenge for marketing organizations. Learn how tele-services can bring the human touch to your lead generation efforts.
E book how to attract traffic, engage an audience, and convert fans into cust...Darja Boc
Free E Book
How to attract traffic, engage an audience, and convert fans into customers!Marketing Corner Blog by Darja Boc
http://www.internetiprofits.com
Growing Your Manufacturing Business with Modern Marketing and SalesARTILLERY LLC
Webinar slides and script for presentation to members of the American Ceramics Society on November 20, 2019. Recorded version can be watched at http://bit.ly/2XQBvsC
Stephen Wind-Mozley, Digital Director of Virgin Media Business goes through the 7Cs of effective digital marketing: customer, content, conversion, context, community, convenience, cohesion and how they can help SMEs succeed.
This deck was originally presented on an FSB webinar in September 2016
B2B marketing and Covid19: How the industry has adaptedDavid Gyertson
When the world changes suddenly, business and
industries react in different ways, at different speeds.
The B2B marketing industry has proved both resilient
and adaptable. This guide looks at some of the more
interesting and potentially long-lasting impacts
on our industry.
At
Get Scrappy A (Small) Business Owners Guide To Marketing On Lessmfitzgerald0705
Get Scrappy is a pared down, practical guide about how to incorporate marketing into the heart of a business plan. In a three-step process, Get Scrappy breaks down how to create meaningful, brief marketing plans, outlines the tools and resources available to getting it done and describes how to leverage Marketing to learn more about your business.
Packed with expertise from Fortune 500 marketers and SMB consultants, Get Scrappy provides real-life examples on how organizations, even those on less time and money, can make seemingly tactical objectives become strategic initiatives that generate results.
Do more on less. GET SCRAPPY.
*Contributing authors includes individuals from ExactTarget, Hubspot, iLoop Mobile, Swanberg Associates, Communicate Value and the David Marketing Group.
B2C storytelling has a long history and stable. Think Don Draper of Mad Men, which was basically tell good stories (and act less intoxicated than it was supposed to). But B2B? It is harder to reach good examples of successful marketing companies to other companies with an interesting history of the brand.
1. The document provides 12 insights from a 12.5 week advertising course, with each insight summarized in a paragraph and accompanied by a related video or article.
2. The insights address topics like developing inspiring creative briefs, finding problems to solve through tension and enemies, conducting immersive research, embracing change and new technologies, and moving from traditional branding to digital strategies and experiences.
3. The final insight suggests it is the best time to be in advertising due to the fast-paced environment, demand for new ideas, and ability to share ideas globally without cost.
Sales can be tough. It’s not for everyone. But it’s not just for extroverts. Nor is it just for people who didn’t go to college. In fact, some of the best salespeople I know are both highly analytical and highly intelligent. Regardless of your background or makeup, a career in sales offers incredible upside–both in personal development and in earning potential.
The document discusses how individuals need to brand themselves as "Me Inc." in today's economy. It emphasizes that each person is the CEO of their own brand and needs to think about what makes their personal brand distinctive from others. Some key points made are:
- Each person needs to understand what their unique value proposition is and how they can distinguish themselves from colleagues through their strengths, accomplishments, work quality, and problem-solving abilities.
- Individuals should think of themselves as a brand and focus on their features and benefits just like corporate brands do - by identifying how what they offer creates value for clients or customers.
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The housing market recovery is benefiting the millwork industry, especially the high-end segment. Home prices are rising as inventory decreases, making homeowners more willing to invest in large remodeling projects. The number of high net worth individuals is growing, and they typically invest in home improvements. Various housing market indexes show ongoing recovery in many cities. The recovery in high-end home building bodes well for millwork distributors catering to that segment.
The document is a whitepaper about using data to align sales and marketing. It discusses how technological developments have transformed sales and marketing and increased the importance of interdepartmental alignment. It emphasizes that data is key to realizing the benefits of aligning sales and marketing, as data can provide insights to ensure each department is working towards the same goals. The whitepaper also provides tips on how to use data in specific ways to improve alignment, such as agreeing on common lead definitions, implementing lead scoring, and using marketing automation to better generate and nurture leads.
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2. You know that bit in The Wizard of Oz where Dorothy first wakes up in a
strange, technicolour world, looks around, turns to Toto and delivers the
classic understatement, “I’ve a feeling we’re not in Kansas any more”?
Well, that’s what this book is about.
If you’re a B2B marketer, you’ve probably got that post-Kansas feeling.
You went to sleep one day in a black & white world of trade magazines,
exhibitions and direct mail and woke up on some psychadelic,
virtual planet.
This book is about this strange new landscape.
Thetourstartswithacalltoactionandapleaforambition.It then moves on
to look at what’s really changed in B2B (it’s not what everybody says it is).
Then we touch on the big-ass barriers that stand between you and glory.
Finally, it identifies what you can do about it: five imperatives and six B2B
staples – the new weapons in your arsenal, waiting to be deployed.
Hang on to your little dog.
Introduction
We’re not in
Kansas anymore.
2
4. There has never
been a more interesting,
exciting or challenging
time to be a B2B
marketer than
right now.
4
5. 5
Your potential buyers don’t buy the way they used to.
(Remember when a brochure actually mattered?)
Your sales people don’t sell the way they used to.
(Their shotguns have been replaced by rifles.)
Your competitors don’t compete the way they used to.
(They’re quicker, more agile and reaching more people.)
All bets are off. All rules are out of date.
All conventional wisdom has been exposed as neither.
Your job description
has been fundamentally
re-written.
6. There has never been
a scarier, more exposed
time to be a B2B
marketer than
right now.
6
7. You woke up one day and found yourself in the Land of Accountability.
Everything you do can be measured – more or less instantly.
And the people who measure you are starting to figure this out.
There’s no place to hide.
Welcome.
To the most important
fork in your career path.
7
8. 8
One is fairly straight, flat and well-lit.
You don’t have to change direction, pace or attitude to follow it.
It’s marketing as you’ve always practiced it – maybe with a few added tricks.
The other is a bit more challenging.
It takes unexpected twists and turns. It’s illuminated in places but
pitch-black in others.
You have no idea where it leads and neither does anyone else
(despite all the ‘social media ninjas’ tweeting themselves into a frenzy).
Two roads:
9. 9
It’s real.
You really can choose the safer, more comfortable path and still enjoy
your career.
There are plenty of well-paid jobs in excellent companies for people
who take this path.
These jobs have ‘marketing’ titles – ultimately even Director of Marketing
or CMO.
But they’re not really marketing jobs, they’re marketing
communications jobs.
Don’t knock marcom.
Marcom people provide a valuable
service to their companies. Because
that’s exactly what they provide:
service & support for the sales team.
When sales needs a new data
sheet or case study: you’re the
dude. You handle the trade show
stands and e-newsletters. You own
the brochures and the website.
That’s a valuable function*.
But it’s not marketing.
Not any more.
* Dianna Huff has an excellent marcom job description
This isn’t one of those
rhetorical choices.
10. The other road also travels through the marketing department.
But it doesn’t end there.
This is the road for ambitious, confident B2B marketers.
Marketers who want a place at the sales table. Marketers who see their job
as not just growing the brand but growing the business.
To take this road, you need to start thinking big – thinking less like
a traditional marcoms person and more like a CEO.
It ends with a new
role for B2B
marketers like you.
10
11. The sales department was always thought of as the engine room.
After all, they’re the ones responsible for revenue, right?
In the new B2B world, sales are the tires.
The rubber hitting the road.
But marketing is the real engine.
Here are three reasons why…
The new B2B marketer
is the engine of the company.
11
12. The sales team owns the sales funnel.
But you feed the top of their funnel.
So you own your company’s revenue pipe.
The success or failure of your company depends entirely on the quality
and quantity of sales-ready leads you generate.
And both metrics – quality and quantity – can now be easily tracked
and (gulp) exposed to the entire business.
Exciting.
Scary.
1. You own the pipeline.
12
13. 13
Your sales people spend most of their time with customers.
If they’re good, they’ll bring back valuable insights from these relationships.
Insights that will make your products better.
But the sales people won’t bring back the innovation that will turn your
market upside down. They’re welded to the existing market paradigm.
(Clayton Christensen nailed this dynamic in The Innovator’s Dilemma.)
If you think your job is to flog whatever products your development people
come up with, go back to the page about marcoms.
The marketing job, as Theodore Levitt defined it, is “a tightly integrated effort
to discover, create, arouse, and satisfy customer needs.” (His Marketing
Myopia is something of a sacred text around the Velocity campus.)
It’s your job to listen to the whole market (not just your customers)
and bring back ideas that will make money.
2. You own innovation.
14. Information has always been a part of every B2B product.
Now, it’s often the most important part of the product (if not the whole thing).
It follows that information has also become the most important differentiator
in competitive markets. And marketers are the Masters of Information.
(There’s a brilliant book related to this called Information Rules by Shapiro
and Varian. It was written before the Internet took off but is just as fresh
and relevant today).
3. You own information.
14
15. 15
The marketing pipeline (and the accountability it implies); marketing
as innovation driver; and marketing as information generator.
Get these three dimensions right and there’s literally nothing you
can’t accomplish.
In short: it’s time to raise your sights.
To be more ambitious for your marketing than you’ve ever been before.
These three new realities
make you the single
most important person
in your company.
16. THE NEW
B2B MARKETING
What’s really
changed.
The new marketing mindset
The new B2B buying path
The new B2B competition
16
17. 17
It’s not because it unleashed social media. Social media is just a vector for your ideas.
A cool vector but not as earth-shaking as the people who live in it claim.
And it’s not because of the web. The web is a humblingly powerful thing.
But old-style marketers can and do still use it to host what are essentially brochures.
And it’s not because of email. Email is magic. A direct response medium with almost zero
cost or delay. But for the vast majority of B2B marketers, email marketing is little more
than spam. Look at your in box.
So why did the Internet change everything? Because it created a new way of thinking…
The internet did indeed change
everything for B2B marketers,
but not for the reasons
everyone attributes to it.
18. 18
The internet uncovered what was always great about
the best marketing – the science behind it – and stuck
a turbo-charger inside. A few examples:
Zero-latency campaigns
Think about the power of a campaign that you can
dream up on Monday morning, execute over lunch
and start measuring by tea time.
The viable micro-niche
The global fraternity of Left-handed Purchasing
Professionals in the Heating, Ventilation and Air-
conditioning Industry could not exist without the
internet. A niche that previously could not be targeted
effectively can now be laser-cut from the surrounding
dead wood. Segmentation used to be a blunt
instrument. Now it’s a scalpel.
X-ray transparency
Direct response guys always prided themselves on
their accountability. Now we’re all direct response guys
and the transparency of our campaigns is shocking.
We’re all wearing those amazing X-Ray specs
advertised in the back of the comic books. We now
see EVERYTHING that happens in our campaigns.
Midget power
Marketing budgets used to separate the leaders from
the also-rans. The internet has taken away the money
excuse. Today, tiny companies can and do market
circles around their giant competitors.
The digital palette
You used to have print and face-to-face
communication. Now you have audio, video, flash,
search, mind maps, eBooks, slideshares, prezis, pecha
kuchas, communities, micro-blogs, widgets, feeds,
pay-per-click, backlinks and iPads. You’ve gone
from black and white marketing to 3D technicolor.
The new
marketing mindset.
19. 19
This one is talked about a lot but it doesn’t feel like it’s
really sunk in in most B2B marketing departments.
The new buyer starts their road to a purchase in a
different place and takes a new series of steps before
the purchase order gets issued.
The steps include a search engine, several visits to
an industry forum, a few downloaded eBooks, maybe
a question or two posted in a LinkedIn group or an
informal Q&A with peers on Twitter...
B2B Buyers today move at their own pace.
You need to be prepared to help them move to the
next stage, but ready to sell when they’re ready to buy.
If you sit back and do what you’ve always done, you’re
dramatically reducing your chances of making even
the shortlist, much less the sale.
Because, in the new B2B buying path, the vendor
comes in later and carries much less weight than
ever before (the good news: both are variables you
can influence).
The new B2B
buying path.
The role of risk.
Today’s B2B buyer is extremely
risk-sensitive. You need to leverage
trust-builders into each step of
the journey (case studies, awards,
data, testimonials, analyst support,
proof points...).
20. 20
Shit. Other marketers have noticed all this stuff too.
The terrible thing about B2B marketing today is that,
while it gives you a head-spinning degree of power,
speed and agility, it also gives the exact same power,
speed and agility to your competitors.
And not just your direct competitors (the pesky brands
that keep popping up wherever you pop up, looking
for same budgets, responding to the same RFQs
and going to the same events).
Today, you’re still competing with these bastards.
But they’re the least of your problems.
Today, you’re competing with every other company,
technology, solution and strategy that even tangentially
addresses the same people you’re talking to.
You’re also competing against every other marketer
who has anything at all to offer the people you most
need to reach. Not just in their business lives but in their
personal lives as well.
This is all true because, before you can even hope
to compete for their budgets, you have to compete
for something much more precious, more scarce
and more fiercely defended.
You have to compete for their attention.
The new B2B
competition.
21. THE NEW
B2B MARKETING
The real
challenge.
The Battle for Attention:
Making it through the WIIFM filter.
21
22. 22
Like everything else in the new B2B marketing, the Battle for Attention
has always been there. But today, post-Google, it has scaled up from
a skirmish against a few other known players to a manic free-for-all against
the entire universe.
Think of that harrowing first scene in Saving Private Ryan. The one where
a few dozen hand-held cameras capture the sheer, psychotic terror of
the Normandy landing. That scene is a good metaphor for the (thankfully
bloodless) B2B Battle for Attention. But, unlike that scene in Saving Private
Ryan, the (thankfully metaphorical) bullets are not just coming from the
beach. They’re coming from above, below, behind and from the sides.
Long story short: you’re not on the beach yet.
You’re in deep water.
Buyer Attention Deficit
Disorder and Fiction-
Based Marketing.
/// The Battle for Attention is a
free-for-all against the entire universe
///TheBattleforAttentionisa
free-for-allagainsttheentireuniverse
///TheBattleforAttentionisa
free-for-allagainsttheentireuniverse
///TheBattleforAttentionisa
free-for-allagainsttheentireuniverse
23. 23
They’re still marketing to an imagined audience that
is eager to receive their next press release or newsletter.
An audience that will stop what they’re doing to learn
about the ‘all new’ version 6.2.
This imaginary audience is just that. A fiction.
Eight years ago, you could afford fiction-based
marketing. Today, you can’t.
Eight years ago, vendors like you were a primary
source of information for isolated, fact-starved buyers.
Today, you’re down near the bottom of the credibility
league (unless you earn your way up the list).
Eight years ago, you could pretty much count
on getting a sliver of attention for free. Today, you don’t
even get a glance much less the time it takes to deliver
a clever headline.
Today, the buyer’s attention (like everyone else’s in this
media-saturated life) has been shattered into a million
little micro-slivers.
And the only way to get even a single one of these
micro-slivers is to bloody well earn it.
The vast majority of B2B
marketers are still playing
yesterday’s game.
24. If marketing is earning the right to sell, then the Battle for Attention is where
you earn the right to market.
Before you can even ask yourself, “How can I convince these people
to do what I need them to do?” you have to ask yourself, “How can I get
these people to stop, put down their iPads/Blackberries/3-D goggles,
and listen to me?”
Earning every glance.
24
25. The WIIFM filter:
a hare-brained
(but spookily probable)
theory of the brain.
There’s only really one way to blast through all the planet’s Info-Gunk
and get someone’s attention.
You need a really, really good answer to the question that all of us ask
ourselves 36 times per second as we scan the world around us:
‘What’s In It For Me?’
25
26. 26
It ain’t species-flattering
but it certainly seems to be
the way we approach life.
Our senses grab stuff. Our brain sends the input to the WIIFM Clearing Centre
(take a left at the amygdala) and generates an instant response.
We decide to act on the response or move on:
Ripe, red apple WIIFM? Eat it.
New episode of ‘Curb’ WIIFM? Watch it.
Naked, desirable, drunk person WIIFM? Schtup it.
Brochure from software vendor WIIFM? Avoid it.
(See where this is going?)
27. 27
How to use the only two
things you have in your
kit bag to get past the
WIIFM filter.
You’ve found an ingenious way to drop your latest eBook or white paper
on to the foot of a prospect. They look down. The WIIFM filter kicks in.
You now have 6-14 micro-seconds to deliver one of two signals
(or, if you can pull it off, both):
“This will be useful to you.”
or
“This will be entertaining.”
28. 28
How do you signal
these things?
You don’t have much time or space.
For an eBook like this, for instance, you have four main tools:
Your title
Does it stop your busy target reader? Would you want to read it?
Your sub-title
Does it promise anything?
The design of your cover
Does it signal ‘boring slog’ or ‘quick read’?
Your landing page
Does it sell the contents hard? Does it demonstrate the fast, fun readability
it promises? Any testimonials or independent evidence of value?
Any massive forms to fill out before getting the goods?
You don’t get much more than these limited tools in your attempts to get
over the WIIFM filter. Maximise the power of all four and you just might
earn that download.
If so, congratulations. Now the hard work starts.
29. Five B2B
Imperatives.
The things you need to do to win the Battle
for Attention and survive the WIIFM filter.
THE NEW
B2B MARKETING
29
30. 30
1. Get a World View.
Five B2B Imperatives
Before you can sell a product or service, you need to sell a world view.
But very few marketers spend any time at all clarifying their world view.
What is a world view and why is it so important?
Your world view is a compelling interpretation of the challenges
and opportunities that your buyers face. It describes their past,
present and future in a way that leads inevitably to your solution.
Your world view is the environment in which your marketing lives.
Everything you do and say must be consistent with it.
Your world view has to be built on reality. It’s a story that makes sense.
If people buy your world view, you’re on the inside track to a sales
engagement. If they reject it, they won’t be progressing any further
down the neck of your beautifully-engineered sales funnel.
Game over.
31. 31
2. Expose your beliefs.
People don’t buy what you do they buy why you do it.
Simon Sinek gave an inspiring TED talk recently about the power
of a company’s beliefs. The essence of Simon’s talk:
(and then justify their choice with all that rational stuff you gave them).
He bases this on brain research that shows that the part of the brain
responsible for our rational processes (and language) is not the part of the
brain that drives decisions (which are guided by a completely different thing
– the limbic system).
In other words, when we throw features and functions at people, we can’t
change their behaviour. But when we start with beliefs, we light up the part
of the brain that drives decisions and behaviour. Then people can rationalise
their feelings of trust and loyalty with the feature/function stuff.
Great leaders (like Martin Luther King) and great brands (like Apple) expose
their beliefs right out front.
What does your company passionately believe?
Have you told anyone about it lately?
Five B2B Imperatives
32. 32
Shameless Plug:
‘Why should I believe you?”
is the third question in our
Holy Trinity of B2B Marketing.
To find out what the first two are,
and for a bloody good night in,
give it a go.
3. It’s all about chops.
A convincing world view – and a convincing marketing campaign
or communication – is always based on your company’s ‘chops’.
Chops is a shorter and much more fun way of saying ‘expertise, experience
and authority’.
Chops is about virtuosity.
Andres Segovia had chops (out whatever Spanish for the ‘wazoo’ is).
Justin Bieber? Please.
Chops is genuine, hard-earned credibility.
Nelson Mandela: chops.
Your average politician: don’t get me started.
Chops is highly specialised.
When it comes to routing packets, Cisco has chops.
When it comes to routing packages, FedEx has chops.
When it comes to routing passengers: neither knows squat.
Chops is magnetic.
People listen to someone with chops.
People drift away from someone with none.
If all the arts of seduction have succeeded in getting people into the theatre,
chops is what keeps them in the stalls, listening to your song. It answers
the killer question that underlies all of your marketing:
‘Why should I believe you?’
Five B2B Imperatives
33. 33
Shameless Plug II:
We go into the sources
of your chops in our best-selling
(well, it’s free) B2B Content
Marketing Workbook.
Got chops?
Get it in your marketing.
If your company doesn’t have chops in something relevant, it will fail
in very short order. You have, at best, a few weeks to try to correct
this fatal problem.
My guess is that your company does have chops where it matters.
That, somewhere in the corridors or cube farms, are people who really,
really know what they’re talking about.
Your most important job as a marketer is to get almost embarrassingly
close to these people. Spend so much time with them that folks start to
whisper. Mine their minerals. Harvest their wheat. Pick their brains clean.
They have what you need: the insight that makes people take your
marketing seriously.
Five B2B Imperatives
34. 34
4. The primacy of the idea.
This diatribe would not be complete without a plea for all B2B marketers
to close their Tweet Decks and tear themselves away from their LinkedIn
groups for long enough to actually think once in a while.
Don’t get me wrong: we love social media as a listening post,
a community builder and vector for content.
But the key word in the term ‘social media’ is ‘media’.
It’s a medium for something. And that thing is ideas.
If you have a good idea, social and other media will help spread
it like wildfire.
If you don’t have an idea at all, social media will expose this in less than
140 characters, ‘hash tag’ included.
B2B marketing is a profession of ideas.
If you leave this rather loopy, digressive rant with only one impulse,
I hope it’s to go away and generate some.
Five B2B Imperatives
35. 35
5. Think beyond digital.
While the Internet changed B2B marketing forever, it also distorted it.
As marketers, we didn’t just make a place for it at the table, we made it the
whole enchilada.
Now we’re entering a post-digital era (I know, I know, you haven’t
even mastered the digital era yet). An era when online and offline work
together, spark off each other and start to create deeper, more integrated
engagements with prospects and customers.
The evidence for this is everywhere, from the recent Gold Lions at Cannes
(like the Nike Chalkbot) to the Volkswagen ‘Fun Theory’ campaign.
And it’s coming to B2B too.
Andreas Dahlqvist of DDB Stockholm said it nicely:
“It’s about not thinking in terms of digital and non-digital but merging
the two. Doing away with silo thinking... asking how do you extend
a digital experience into the real world?”
Five B2B Imperatives
36. Six B2B staples.
The stuff we all need to get good at right now.
People often ask us, ‘Okay smart-arses, if you’re such
experts, what are the most important weapons in the
new B2B arsenal?’
Actually, people never seem to ask this. But if they did,
we’d be ready with an impressive, six-point answer that
goes a little bit like this...
THE NEW
B2B MARKETING
36
37. 1. Content Marketing.
Six B2B Staples
You know that old chestnut that goes ‘Half my marketing budget is wasted –
I just don’t know which half’?
Well, content marketing is the half that isn’t wasted.
Full stop.
And you know when we said marketing is the new engine of your company?
Well, content is the fuel.
This is no longer a sideline for B2B.
This is mainstream.
“Content Marketing is turning your insight and advice into campaigns
that change people’s minds and incite action.”
From the B2B Content Marketing Workbook
If you’re a B2B marketer (and, let’s face it, who else would be reading this?)
you don’t just need to get good at Content Marketing.
You have to get great at it.
37
38. 2. Analytics.
You can’t play in the digital sandbox without measuring everything that
moves and 62% of the things that don’t move.
If you haven’t really got your head around analytics yet, stop reading
eBooks about anything else and start reading eBooks about analytics.
Analytics makes your marketing better, lets you constantly improve results
and gives you the proof you need to defend and grow your budgets.
Without it, you’re flying blind.
Determine your killer metrics – traffic, time on site, pages viewed,
conversions, whatever – and track them mercilessly.
Six B2B Staples
38
39. 3. A/B Testing.
This is a subset of analytics but it’s worth breaking out.
Digital marketing lets you test assumptions instead of just assuming them.
Your flimsy hunches can now be backed up by rock-solid data.
And those arguments about the colour of the landingpage headline
can now be resolved conclusively.
A/B testing is the place to start.
Multivariate testing (if you’ve got the traffic volumes) is the next step up.
Why wouldn’t you do this almost every day?
Six B2B Staples
39
40. 4. Lead nurturing.
The most significant development in B2B marketing since the Internet
seems to have snuck in behind everyone’s backs. Now we’re all tripping
over each other trying to get good at it.
Get good at it. This is the mythical Golden Link between Marketing
and Sales that was written about in the Upanishads and the Bible and stuff.
In the new B2B world, not doing lead nurturing is simply malpractice.
Six B2B Staples
Lead Nurturing defined:
“ Lead nurturing is the process of building
relationships with qualified prospects
regardless of their timing to buy, with the goal
of earning their business when they are ready.”
The Definitive Guide to Lead Nurturing
(by Marketo -- and designed by Velocity!)
40
41. 5. Search.
Research has shown us over and over again that just about every B2B
purchase starts with a web search somewhere.
We all got pretty good at search over the last couple years.
But some of you out there have kept learning and become very good at it.
This is an unfair advantage that we all need to work to take away.
Search marketing is the foundation on which all else is built.
Six B2B Staples
41
42. We refuse to make Social Media one of our B2B staples because it would
lump us in with all those ‘Social Media Ninjas’ out there and, enthusiastic
as they are, they do tend to give off that unmistakeable bandwagony smell.
But community is a new B2B staple and social media is indeed a great
way to foster it. We should all be building communities (if only so we can
snub the ninjas).
6. Community.
Six B2B Staples
42
43. 43
Mobile is the juggernaut that we’re all trying very hard to pretend
we don’t see.
The B2C world can already feel the first tremors.
And while B2B is ahead of consumer marketing in many things
(like lead nurturing), we’re going to be a bit later to this party.
But that doesn’t mean you can ignore it now.
The killer B2B mobile apps are ready to be born now.
But they won’t just be about information and entertainment –
they’ll be about utility.
Start thinking, “What might my buyers need when they’re out
and about and how can I provide it?”.
One example: a virus alert service from an anti-virus vendor.
Timely. Useful. Actionable. Branded.
And one free bonus staple:
Mobile.
Six B2B Staples
45. Conclusion
We’ve seen that this is an incredibly exciting but also rather scary time to be
a B2B marketer. And that you can either step up to the challenge and climb its
associated learning curves, or sit this one out and make pretty product brochures.
And that you, the B2B marketer, own the sales pipeline and the company’s
innovation and the information that is the lifeblood of the business –
and this makes you the engine of the entire company.
And not just that ‘the Internet has changed everything’ but also the kinds
of things it has changed (microniches, digital palette, yadda yadda yadda).
And that it’s time to drop the childish illusion that anyone cares about you
and start telling people what’s in it for them.
And that five of the most important things you need right now are
a World View, Beliefs, Chops, Ideas and a ‘Beyond Digital’ perspective.
And that once you’ve got these things, you need to get really good
at content marketing, analytics, testing, lead nurturing, search
and community. While keeping an eye on mobile. Whew.
Here’s where we’ve
just been together.
45
46. We fully expect it to appear quaint in a week or so, but we thought it was
still worth capturing for people who enjoy thinking about this kind of thing
(people like us).
Now can we ask you to do something for us?
There’s a post on our blog that announces this Manifesto.
Please go there and tell us what you think.
We really want to know (even if it’s not especially flattering).
We will judge the success of this piece not by the number
of downloads we get but by the number of comments –
and we’re aiming for 50 (a new personal best).
So please: tweeting this is fantastic (and appreciated).
But comments are golden.
Thanks.
That’s our Manifesto.
46
47. 47
To these nice people (and top B2B marketers) for their valuable advice and input:
Ambal Balakrishnan twitter.com/ambal
Dianna Huff twitter.com/diannahuff
Michele Linn twitter.com/michelelinn
Billy Mitchell twitter.com/billymitchell1
Joe Pulizzi twitter.com/juntajoe
Stephanie Tilton twitter.com/StephanieTilton
Jeremy Victor twitter.com/jeremyvictor
If you aren’t reading their blogs and following their tweets, you’re missing out.
Thanks.