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Chris Wilson, Earnest
B2B Marketing is changing.
Fundamentally.




     9 out of 10 buyers say
     when they’re ready to
     buy – they’ll find you
     Source: DemandGen Report
Today’s buyer journey

             Changes            Recognition        Problem              Evaluate              Select best     Negotiate /         Implement
             over time          of needs           defined              options               option          purchase
Our task




            Early stage        Awareness and      Influence how        Demonstrate we have the most          Close the sale     Ensure seamless
            awareness          early need         they define          compelling proposition                and maximise       customer
                               identification     their problem                                              the value of the   onboarding –
                                                  and solution...                                            deal.              maximise time to
                                                                                                                                value

           Press/online (PR)   Videos             Case studies          Case studies                         Moving
                                                                                                                                Welcome packs
                                                                                                             conversation
                               Testimonials
                                                                                                             from cost to
Activity




           Event attendance                       Word of mouth         ROI aides                                               ‘Get the most
                               Analyst reports                                                               value (e.g.
           Web presence                           (Advocacy)                                                                    from’ guides
                                                                        Practical ‘how to’ guides            Through
                               Our own events &                                                              expression of
           Search & social     webinars                                                                      tangible ROI)
                                                  Campaign              Recommendations and                                     Customer portal
                               White papers &     microsites (pURLs)    references                                              – and community
           Analyst reports &   guides
           white papers                           Tailored product      Formal sales presentations                              User group
                               Social media       proposition                                                                   events
           Sponsored
           research            listening &                              Building compelling RFP
                               participation
           Industry bodies &
           associations        Targeted ads



                                   Marketing-led                                                            Sales-led
Why should we care?


“80% of new leads will
come from inbound
marketing by 2015”

B2Bmarketingdirections.
March 2012




Source: Hubspot
The challenge


  To be part of the conversation, you need to have
  something to say…

  •Relevant
  •Interesting
  •Useful
  •Different
  •Thought provoking
  •Funny?
Solution: CONTENT!

Think Value Exchange

 “Deliver consistent, ongoing
 valuable information to
 buyers, and they will
 ultimately reward us with their
 business and loyalty.”
But first, some problems

  “We have no              “All our content
  content!”                     is sh*t!”



 “We don’t know
  what content
    works!”                “How do we get
                           our content out
                               there?”

  “I have no budget
     for content!”
But above all else….

Content strategy!


                    Content
Problem 1

      “We have
      no
      content!”



          In reality
          •It’s likely you have more than you need, rather
          than less
          •You already employ many content authors, you
          (and they) just didn’t know it

          They just need:
             • To be given the chance
             • To get some direction
             • To get some TIME
Solution

Make it easy for them
•Do an audit first: find out what you have
already, and then just repurpose                Create the ‘Rules’
•Their time is precious – work round them
                                                •What purpose does the
•Interview & ghost-write, rather than ask for   content serve
words                                           •Always focused on value
                                                to the customer
•Do the edit                                    •Interesting is a must,
•Pick low hanging fruit – helps get something   controversial is a bonus
                                                •Company name
tangible fast, and proves the case              mentioned less than 2
•Social collaboration tools – you can be the    times…
content curator / master editor                 •NO SELLING!
Solution

Promote them:
•Ensure you’ve got top level buy-in – and
‘publish’ this…!
•Ego-time: ‘author’, photo/biog, direct email,
ideally video…
•Often helps to have a third party (outside) – PR
agency / content specialist for example
Solution

Reward them:
•Everything from ‘thank you’ to direct link to
bonus (if you can affect this…)
•Measure content effectiveness – and name-
check strong performers

From the outset:
•Top level endorsement (and lead by example)
means that people don’t think they’re wasting
company time…
Problem 2

        “All our
     content is sh*t!”




            In reality
            •It’s not necessarily bad in itself, just not fit for
            purpose
            •So you need to be clear what purpose you’re
            trying to achieve

            Which means:
              • Audience 1st.
              • Mapped to buyer journey.
Solution

Funnels and buyer journeys

•Who are is the audience?
•What do they (really)
care about?
•What is the absolute best way
you can help them out?
•Where are they (honestly)
in the funnel? A registration form
is not a purchase order!
Example: a bit of repurposing…
Example: a bit more repurposing…
Example: a corporate brochure?
Problem 3

      “How do we get
      our content out
          there?”




      Answer:
Distribution strategy: channels, KPIs, etc
Channel                Objective                         Focus                                         Desired outcome
Twitter                ›Position company as thought-     ›Share content we generate (blog /            ›Increase in click throughs to blog /
[Owned Media]          leader                            YouTube)                                      YouTube / our website
                       ›Build audience engagement &      ›Share our news / promote events / case       ›Increase in Mentions and Retweets
                       dialogue                          studies                                       ›Increase in followers
                       ›Show we are credible             ›Share valuable third-party content (wider
                       ›Keep us front-of-mind            blogosphere / media)

Blog                   ›Position company as thought-     ›Provide analysis, opinion and guidance       ›Increase in page views
[Owned Media]          leader                            on key issues, industry and new               ›Increase in inbound & outbound links
                       ›Build audience engagement &      developments                                  ›Increase in comments
                       dialogue                          ›Deliver a rich and engaging experience       ›Increase in sharing of our content
                       ›Help shape and guide buyer       wherever possible                             ›Increase in search performance on
                       strategies                                                                      keywords
Blogosphere            ›Position company as thought-     ›Listening online to identify where we        ›Increase in share of voice online
[Earned Media]         leader                            should be commenting or stimulating           ›Increased participation in online
                       ›Create and participate in        discussion                                    discussions
                       conversations online
                       ›Show we are credible


LinkedIn               ›Leverage professional networks   ›Integrating blog and Twitter feeds           ›Increase in click throughs to blog / our
[Owned/Earned Media]   of our key execs to open up new   ›Participating in the right online groups –   website
                       conversations                     and stimulating discussion                    ›Increased participation in online
                       ›Keep us front-of-mind                                                          discussions
YouTube [Owned         ›Position company as thought-     ›Provide analysis, opinion on key issues,     ›Increase in channel views
Media]                 leader                            industry and technology developments          ›Increase in channel subscribers
                       ›Show we are credible             ›Share our story                              ›Increase in comments
                       ›Help shape and guide buyer       ›Share client case studies
                       strategies
Content goes
Social




Source: CMI
Source: CMI
Find out where your audience is hanging
out online
Video sharing


                      Source: Google



                75% of senior executives say they
                watch work related videos on
                business-related websites at least
                weekly

                65% have visited a vendor’s website
                after watching a video
                Source: Forbes
Make it easy to share

 Use industry standard platforms –
 YouTube, Vimeo, Slideshare, Flickr

 Always include sharing buttons online
 and in PDFs

 But make it interesting and compelling
 enough that they want to share it!




                                      Case example:
                                      30,000 page views
                                      200+ blogs
Time to go mobile?




                     Mobile web
                     searches
                     increased by 247%


                     1 in 4 employees
                     use personal        Source: ITPro
                     smartphones at
                     work
And another important channel...

Your sales force                              Only 7% of IT services
                                              companies are seen by their
90% of marketing                              customers as ‘strategic
deliverables are                              partners’
not used by sales

      Source: New Rules of Sales Enablement     •Need to show industry
                                                knowledge

                                                •‘Think for me’, not just ‘do for
                                                me’: guidance not plumbing

                                                •Need an opinion, an angle, a
                                                point of view, a vision of what’s
                                                next....
K.I.S.S.
           8 minutes: the average ‘dead time’ before
           a meeting.
           •And it’s when a sales person preps for
           the meeting




           What is it we actually sell?


           Who’s it for?


           What to ask


           Who to bring to the next meeting
Problem 4

          “We don’t know   Try it, test it, learn which channels
           what content
             works?”
                           work for you...




   Source: Hubspot
Turn measurement into revenue
Problem 5

         “I have no
         budget for
         content?”




    Get some!

    Cost per outbound lead analysis –
    include the cost of sale

    Basic funnel analysis – shows
    inbound (content) is essential due
    to finite outbound universe…
Where to start?
5 steps to successful content marketing

 Get close to your SMEs, they are your raw material


 Be useful. Know what your audience needs, and give it to them


 Cut the sales pitch. Good content does this for you.


 Be bold. Be controversial. Be interesting.



 50% of your effort should be distribution, 50% creation
And start with one of these…


                   Audit and            Programme                          Measure &
Strategy                                                    Implement
                   plan                 development                        iterate


 Objective           Identify SMEs       Set up channels     Publishing     Dashboard
 setting                                                     calendar


 Proposal and        Existing content    Publishing          Writing        RAG status on
 c-level endorse     & channels          process                            content

                     Systems &
 KPIs                resources           SME ‘rules’         Filming        Reporting &
                                                                            rewarding
                     Influencers +
 Brand +             customer input      Content ‘tiers’     Designing      Iteration
 marketing                               against funnel &
 alignment           Audience            buyer journey
                     destinations
                                                             ‘Socialing’
                     Competitor
                     activity
Our very own content
marketing experiment
Vital Statistics for B2B Marketing
It started with a blog post...
Vital Statistics for B2B Marketing
The video...

YouTube: “B2B vital statistics”
Spreading the word


   YouTube branded channel
   Twitter
   Targeted approaches to key commentators and influencers
   LinkedIn – embedding the video into our profiles
   Facebook
   PR – free online news wires
   Blog comments
Beyond all expectations...
Targets:                          Results (6 weeks later):

 1,000 video views in 6 weeks     6,500 video views
 30% increase in Twitter          42% increase in Twitter
  followers                         followers
 20% increase in average site     30% increase in average site
  visits                            visits
 20% increase in inbound links    87% increase in inbound links
 2 new business opportunities     2 new business opportunities

                                  Plus
                                  Over 90 mentions on Twitter,
                                    extensive media coverage and
                                    improvements in natural search
Earnest online

Web:
www.earnest-agency.com

Twitter:
www.twitter.com/earnestagency

YouTube:
www.youtube.com/earnestagency

LinkedIn:
www.linkedin.com/companies/earnest
Thank you

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Content dungeon - Earnest

  • 2. B2B Marketing is changing. Fundamentally. 9 out of 10 buyers say when they’re ready to buy – they’ll find you Source: DemandGen Report
  • 3. Today’s buyer journey Changes Recognition Problem Evaluate Select best Negotiate / Implement over time of needs defined options option purchase Our task Early stage Awareness and Influence how Demonstrate we have the most Close the sale Ensure seamless awareness early need they define compelling proposition and maximise customer identification their problem the value of the onboarding – and solution... deal. maximise time to value Press/online (PR) Videos Case studies Case studies Moving Welcome packs conversation Testimonials from cost to Activity Event attendance Word of mouth ROI aides ‘Get the most Analyst reports value (e.g. Web presence (Advocacy) from’ guides Practical ‘how to’ guides Through Our own events & expression of Search & social webinars tangible ROI) Campaign Recommendations and Customer portal White papers & microsites (pURLs) references – and community Analyst reports & guides white papers Tailored product Formal sales presentations User group Social media proposition events Sponsored research listening & Building compelling RFP participation Industry bodies & associations Targeted ads Marketing-led Sales-led
  • 4. Why should we care? “80% of new leads will come from inbound marketing by 2015” B2Bmarketingdirections. March 2012 Source: Hubspot
  • 5. The challenge To be part of the conversation, you need to have something to say… •Relevant •Interesting •Useful •Different •Thought provoking •Funny?
  • 6. Solution: CONTENT! Think Value Exchange “Deliver consistent, ongoing valuable information to buyers, and they will ultimately reward us with their business and loyalty.”
  • 7. But first, some problems “We have no “All our content content!” is sh*t!” “We don’t know what content works!” “How do we get our content out there?” “I have no budget for content!”
  • 8. But above all else…. Content strategy! Content
  • 9. Problem 1 “We have no content!” In reality •It’s likely you have more than you need, rather than less •You already employ many content authors, you (and they) just didn’t know it They just need: • To be given the chance • To get some direction • To get some TIME
  • 10. Solution Make it easy for them •Do an audit first: find out what you have already, and then just repurpose Create the ‘Rules’ •Their time is precious – work round them •What purpose does the •Interview & ghost-write, rather than ask for content serve words •Always focused on value to the customer •Do the edit •Interesting is a must, •Pick low hanging fruit – helps get something controversial is a bonus •Company name tangible fast, and proves the case mentioned less than 2 •Social collaboration tools – you can be the times… content curator / master editor •NO SELLING!
  • 11. Solution Promote them: •Ensure you’ve got top level buy-in – and ‘publish’ this…! •Ego-time: ‘author’, photo/biog, direct email, ideally video… •Often helps to have a third party (outside) – PR agency / content specialist for example
  • 12. Solution Reward them: •Everything from ‘thank you’ to direct link to bonus (if you can affect this…) •Measure content effectiveness – and name- check strong performers From the outset: •Top level endorsement (and lead by example) means that people don’t think they’re wasting company time…
  • 13. Problem 2 “All our content is sh*t!” In reality •It’s not necessarily bad in itself, just not fit for purpose •So you need to be clear what purpose you’re trying to achieve Which means: • Audience 1st. • Mapped to buyer journey.
  • 14. Solution Funnels and buyer journeys •Who are is the audience? •What do they (really) care about? •What is the absolute best way you can help them out? •Where are they (honestly) in the funnel? A registration form is not a purchase order!
  • 15. Example: a bit of repurposing…
  • 16. Example: a bit more repurposing…
  • 17. Example: a corporate brochure?
  • 18. Problem 3 “How do we get our content out there?” Answer:
  • 19. Distribution strategy: channels, KPIs, etc Channel Objective Focus Desired outcome Twitter ›Position company as thought- ›Share content we generate (blog / ›Increase in click throughs to blog / [Owned Media] leader YouTube) YouTube / our website ›Build audience engagement & ›Share our news / promote events / case ›Increase in Mentions and Retweets dialogue studies ›Increase in followers ›Show we are credible ›Share valuable third-party content (wider ›Keep us front-of-mind blogosphere / media) Blog ›Position company as thought- ›Provide analysis, opinion and guidance ›Increase in page views [Owned Media] leader on key issues, industry and new ›Increase in inbound & outbound links ›Build audience engagement & developments ›Increase in comments dialogue ›Deliver a rich and engaging experience ›Increase in sharing of our content ›Help shape and guide buyer wherever possible ›Increase in search performance on strategies keywords Blogosphere ›Position company as thought- ›Listening online to identify where we ›Increase in share of voice online [Earned Media] leader should be commenting or stimulating ›Increased participation in online ›Create and participate in discussion discussions conversations online ›Show we are credible LinkedIn ›Leverage professional networks ›Integrating blog and Twitter feeds ›Increase in click throughs to blog / our [Owned/Earned Media] of our key execs to open up new ›Participating in the right online groups – website conversations and stimulating discussion ›Increased participation in online ›Keep us front-of-mind discussions YouTube [Owned ›Position company as thought- ›Provide analysis, opinion on key issues, ›Increase in channel views Media] leader industry and technology developments ›Increase in channel subscribers ›Show we are credible ›Share our story ›Increase in comments ›Help shape and guide buyer ›Share client case studies strategies
  • 22. Find out where your audience is hanging out online
  • 23. Video sharing Source: Google 75% of senior executives say they watch work related videos on business-related websites at least weekly 65% have visited a vendor’s website after watching a video Source: Forbes
  • 24. Make it easy to share Use industry standard platforms – YouTube, Vimeo, Slideshare, Flickr Always include sharing buttons online and in PDFs But make it interesting and compelling enough that they want to share it! Case example: 30,000 page views 200+ blogs
  • 25. Time to go mobile? Mobile web searches increased by 247% 1 in 4 employees use personal Source: ITPro smartphones at work
  • 26. And another important channel... Your sales force Only 7% of IT services companies are seen by their 90% of marketing customers as ‘strategic deliverables are partners’ not used by sales Source: New Rules of Sales Enablement •Need to show industry knowledge •‘Think for me’, not just ‘do for me’: guidance not plumbing •Need an opinion, an angle, a point of view, a vision of what’s next....
  • 27. K.I.S.S. 8 minutes: the average ‘dead time’ before a meeting. •And it’s when a sales person preps for the meeting What is it we actually sell? Who’s it for? What to ask Who to bring to the next meeting
  • 28. Problem 4 “We don’t know Try it, test it, learn which channels what content works?” work for you... Source: Hubspot
  • 30. Problem 5 “I have no budget for content?” Get some! Cost per outbound lead analysis – include the cost of sale Basic funnel analysis – shows inbound (content) is essential due to finite outbound universe…
  • 32. 5 steps to successful content marketing Get close to your SMEs, they are your raw material Be useful. Know what your audience needs, and give it to them Cut the sales pitch. Good content does this for you. Be bold. Be controversial. Be interesting. 50% of your effort should be distribution, 50% creation
  • 33. And start with one of these… Audit and Programme Measure & Strategy Implement plan development iterate Objective Identify SMEs Set up channels Publishing Dashboard setting calendar Proposal and Existing content Publishing Writing RAG status on c-level endorse & channels process content Systems & KPIs resources SME ‘rules’ Filming Reporting & rewarding Influencers + Brand + customer input Content ‘tiers’ Designing Iteration marketing against funnel & alignment Audience buyer journey destinations ‘Socialing’ Competitor activity
  • 34. Our very own content marketing experiment
  • 35. Vital Statistics for B2B Marketing It started with a blog post...
  • 36. Vital Statistics for B2B Marketing The video... YouTube: “B2B vital statistics”
  • 37. Spreading the word  YouTube branded channel  Twitter  Targeted approaches to key commentators and influencers  LinkedIn – embedding the video into our profiles  Facebook  PR – free online news wires  Blog comments
  • 38. Beyond all expectations... Targets: Results (6 weeks later):  1,000 video views in 6 weeks  6,500 video views  30% increase in Twitter  42% increase in Twitter followers followers  20% increase in average site  30% increase in average site visits visits  20% increase in inbound links  87% increase in inbound links  2 new business opportunities  2 new business opportunities Plus Over 90 mentions on Twitter, extensive media coverage and improvements in natural search