This document provides an overview of building an effective B2B marketing flywheel. It discusses how the key components of the marketing organization revolve around and gain energy from the brand, website, content assets, and marketing automation system. The marketing mission is to help the sales team grow revenue by increasing top of funnel leads, shortening the sales cycle, and upselling to customers. An integrated marketing plan is needed to reach customers at each stage of their buying journey and build brand recognition, reputation, leads, close rates, revenue, and retention. Guiding principles include focusing on customers, giving value, avoiding get rich quick schemes, creating useful content, integrating all efforts, and driving prospects through the full funnel.

1. Building A B2B
Marketing Flywheel
Todd Ebert
CMO, MultiView

2. • This deck is intended to give a quick overview of the mission, structure, and guiding
principles of an effective B2B marketing team.
• I use the analogy of a flywheel to show how the key components of the org revolve around
and pick up energy from, the brand, website, content assets and marketing automation
system.
• The flywheel diagram that follows is simply intended to show the key aspects of the team
and not all the many interrelations between them.

3. Our Marketing Mission is Simple, It’s Just Not Easy
To Help The Sales Team Grow Revenue*
*Note: their success funds your paycheck
Grow Top
of Funnel
Shorten
Sales Cycle
Upsell To
Customers

4. We MUST Build A Marketing Flywheel

5. We MUST
ensure that people know and consider our brand…
Before They
Need Our
Solutions
During
Their
Research
Through Their
Evaluation
Process
After They
Become a
Customer

6. We MUST
• Understand/map our customer’s
buying journey in detail
• Execute an integrated plan to reach
them with the right content and
messages at each stage of their
journey

7. When We Do Our Job Right Great Things Will Happen
 Increased Brand Recognition – more prospects know us, remember us and think highly of us
 Improved Brand Reputation – prospects see better things about us online [helps boost conversion/close rates]
 More Leads – integrated campaigns drive more visitors which then turn into more leads
 Higher Close Rates – nurtured prospects think highly of us and are more likely to buy when ready
 Faster Sales Cycles – website, content and tools help reps close deals more quickly
 Increased Revenue Per Customer – bundles & upsell/cross-sell programs drive demand for new products
 Higher Retention – content and renewal programs help reps keep more customers
PROFITABLE REVENUE GROWTH!

8. Guiding Principles for Great Marketing
Focus on the Customer, Customer, Customer…
Talk about what they need, not what we sell
Map everything we do to their buying journey
Give Value to Get Value
Avoid “get rich quick” campaigns at all costs
Create content customers actually want -- educates & solves their problems
Get a ‘Two-fer’ From All That We Do
Build everything for inbound marketing to pull in leads AND as a tool for outbound
selling by the reps
Integrate Everything!
Run holistic campaigns with multiple tactics ALL centered on a customer insight or
pain point – not a product
Drive prospects to the site, impress them enough to fill out our form and then nurture
those precious leads