The document discusses strategies for mastering complexity in B2B digital marketing. It covers where to start with social media content, promotion tips, getting more mileage from content by repurposing it across channels, and using interactive marketing apps. The presenter advocates creating useful, altruistic content and provides examples of interactive apps from various companies that engage audiences and drive calls to action. The goal is to help B2B marketers navigate the complexities of digital marketing across multiple social media channels.

1. #socalbma 
Chris Bennett
CEO/Founder, 97thFloor.com
@chrisbennett - @97thFloor
Aim First, Shoot Second
Mastering the Complexity of B2B Digital Marketing

3. Chris Bennett
CEO/Founder
97thFloor.com
@chrisbennett - @97thfloor
SoCalBMA.org
@socalbma
#socalbma 

4. Marketing Agency of the Year
2014 Stevie Awards

5. What we are Going to Cover
Where to start with content for social
Promotion tips on social
Get more mileage with repurposing content
Interactive marketing apps

6. How the World Sees B2B

7. How You See B2B

8. B2B is Complex

9. B2C Marketing

10. B2B Marketing
imagecredit: http://www.firstpeople.us/pictures/bear/bear-catching-salmon.html

11. B2C Customer

12. B2B Customer

14. Now that I have added to
you’re anxiety

15. Social Sites We Will Be Covering

16. Social Sites We Will Be Covering

17. What We Are Not Going to Cover

18. Stats from study coming soon by www.salesforce.com

19. Stats from study coming soon by www.salesforce.com

20. Stats from study coming soon by www.salesforce.com

21. “80% of publications about our company were the result
of InMail enquires (Forbes, PCMag, PCWorld, ZDNet,
etc). And probably at least 50% of our biggest leads were
the result of using LinkedIn InMails.”
- Dmitry Davydov, Chief Marketing Officer at Bitrix24
http://medialeaders.com/public-relations-tips-brands/

22. Bet you didn’t know that
Stats from study coming soon by www.salesforce.com

23. Stats from study coming soon by www.salesforce.com

24. Stats from study coming soon by www.salesforce.com

25. submit your slides on Wed/Thur
Stats from study coming soon by www.salesforce.com

26. Stats from study coming soon by www.salesforce.com

27. http://www.slideshare.net/BlueCoat/mobile-securityrisks/

30. Use the custom Tweet button to “trend
in social media” and get on the SlideShare
Homepage.

32. https://www.bluecoat.com/company-blog/2014-02-20/why-your-mobile-device-isn%E2%80%99t-secure-you-think
Use a custom button to entice people
to click through to your site.

33. Stats from study coming soon by www.salesforce.com

34. Statsfromstudycomingsoonbywww.salesforce.comStats from study coming soon by www.salesforce.com

35. Stats from study coming soon by www.salesforce.com

36. Stats from study coming soon by www.salesforce.com

37. Stats from study coming soon by www.salesforce.com

38. Stats from study coming soon by www.salesforce.com

39. Thats Good
Stats from study coming soon by www.salesforce.com

40. Stats from study coming soon by www.salesforce.com

41. Stats from study coming soon by www.salesforce.com

42. Stats from study coming soon by www.salesforce.com

43. Stats from study coming soon by www.salesforce.com

44. Stats from study coming soon by www.salesforce.com

45. Stats from study coming soon by www.salesforce.com

46. The newly launched Autoplay feature
has helped short form videos perform
really well. Use what you are making on
Instagram or Vine and post on FB.
We are seeing really good engagement
for no extra effort.

47. Statsfromstudycomingsoonbywww.salesforce.comStats from study coming soon by www.salesforce.com

48. Stats from study coming soon by www.salesforce.com

49. Stats from study coming soon by www.salesforce.com

50. Stats from study coming soon by www.salesforce.com

51. Stats from study coming soon by www.salesforce.com

52. Stats from study coming soon by www.salesforce.com

53. Very few, if any of you
will want to use Vine.

54. If you do, start by repurposing
existing videos.

55. Integrate with your
Twitter campaigns.

56. Stats from study coming soon by www.salesforce.com

57. But 100% of the
Internet gets news
from Reddit.

58. Altruistic content
WINS on Reddit.

59. Altruistic content
WINS on the Entire
Internet.

61. You’re working harder than a T-Rex making a bed

62. Make your Social
Consistent With
Social Mark UP

63. Start by making your Social Consistent with Open Graph
http://time.com/2863227/ending-the-war-on-fat/
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65. G
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66. L
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67. Where’s the Pic?

68. Should of…

69. http://pixartheory.com

70. <title>The Pixar Theory</title>
<meta property='og:locale' content='en_US'/>
<meta property='og:type' content='article'/>
<meta property='og:title' content='The Pixar Theory an Interactive Story, by @97thfloor
#pixartheory'/>
<meta property='og:description' content='Every Pixar movie is connected. This interactive
graphic tells the story of how and why.'/>
<meta property='og:url' content='http://www.pixartheory.com'/>
<meta property='og:site_name' content='The Pixar Theory'/>
<meta property='og:image' content='http://www.97thfloor.com/wp-
content/uploads/2013/07/The-Pixar-Theory-share-1.jpg'/>
<meta property='og:image' content='http://www.97thfloor.com/wp-
content/uploads/2013/07/The-Pixar-Theory-share-2.jpg'/>
<meta property='og:image' content='http://www.97thfloor.com/wp-
content/uploads/2013/07/kitty.jpg'/>
https://developers.facebook.com/docs/opengraph

71. https://dev.twitter.com/docs/card
s

72. https://dev.twitter.com/docs/cards/validation/validator

73. Get more mileage out of your existing efforts

74. Find your top performing content
PixarTheory.com

75. It can be anything

76. A Video

77. Infographic

78. Blog Post

79. White Paper

80. Case Study

81. Interactive Marketing App
https://www.discover.com/student-loans/majors

82. Then…

84. Blog Post
https://www.bluecoat.com/company-blog/2014-04-29/most-advanced-cyber-threats-come-seemingly-innocent-places-0

85. To SlideShare
http://www.slideshare.net/BlueCoat/ss-the-most-advanced-cyber-threats-1

86. Make your images dance for more flavor
https://www.bluecoat.com/company-blog/2014-04-29/most-advanced-cyber-threats-come-seemingly-innocent-places-0

87. Use what you are
already doing.

88. http://www.digicert.com/news/increasing-online-trust-infographic.htm

89. and squeeze every
last drop.

90. http://www.slideshare.net/DigiCertCom/increasing-onlinetrust

91. Interactive Marketing Apps
Get on the Bandwagon

93. https://turbotaxcpaselect.intuit.com/history-of-taxes/

94. Interactives are engaging.
Calls to action convert.
https://turbotaxcpaselect.intuit.com/history-of-taxes/

95. Useful, Altruistic Content WINS!

96. Useful, Altruistic Content WINS!
http://techpageone.dell.com/big-data-powering-world/

97. Useful, Altruistic Content WINS!
https://www.discover.com/student-loans/majors/

98. Useful, Altruistic Content WINS!
https://www.discover.com/student-loans/majors/

99. Recap
Where to start with content for social
Promotion tips on social
Get more mileage with repurposing content
Interactive marketing apps
#socalbma 

100. Chris Bennett
CEO/Founder, 97thFloor.com
@chrisbennett - @97thfloor
LinkedIn.com/company/97th-floor
SoCalBMA.org
@SoCalBMA
Linkedin.com/company/SoCalBMA
Facebook.com/SoCalBMA
#socalbma 