Real usable tips digital marketing strategies and execution plans for generating leads quickly and easily. Great tips for B2B digital marketers from beginner to experts.

1. - Disruptive Marketing -

2. TODAY’S MARKETING ROLE
MARKETING
CUSTOMER SALES

3. DISRUPTIVE MARKETING
Have a DEEP understanding of the customer journey
So that you can engage with your customers
On the right channel
With the right message
At the right time
To offer the right experience
S.O. W.h.A.T

4. Treat your audience like real PEOPLE
02
03
01
DISRUPTIVE MARKETING
Deep knowledge of your target audience
Be part of the full journey
Adapt strategy to the digital space
04 Master the online channel/tools
05

5. ISSUES THIS SOLVES:
Small % reach of your own followers
Hard to get the right target audience for #hashtags
GOAL:
Generate marketing qualified leads with high ROI
STRATEGY:
Paid Twitter ads using keywords for:
Competitor product, brand name, and events
Landing page with something users are willing to give
up info for (contest, challenge, content)
Events have highest ROI, but they need to be big
enough and specific
Example: CES is too broad, but #Knowledge17 isn't
DISRUPTIVE STRATEGIES
Twitter is used
like a newspaper
for news,
fake news,
and gossip
Not much real
engagement

6. IT CAN:
Be used for social selling
Find sales qualified leads
Network, build, maintain relationships
Be used for communication & announcements
Qualification for leads
Fill in bad data for non-responsive leads/customers
Find competitor’s customers
Invite leads to regional meetings, events, webinars
GOAL:
Grow STRONG leads quickly
STRATEGY:
Own the networking and messaging for sales
Create targeting hit list for each sales person
Test message flows and adjust
Continuous feedback from sales on quality
Handoff with message history
DISRUPTIVE STRATEGIESMost powerful
business
networking tool
for building
relationships.
When done right
this is personal,
authentic, &
helpful!

7. IDEA (BrightTalk):
Use webinar/meetup sites to find leads based on topics or
competitor product demos, announcements, etc.
Capture leads during research and decision making.
STRATEGY:
Use webinar as a source of leads based on a specific topic.
Scrape data and use social selling to connect.
DISRUPTIVE STRATEGIES
Mastering tools
means you can
be creative.
Can also be used
on Twitter during
competitor
events.
RESULT:
Lead list of people that you know an open issue for them
that they need help with.
Adopt messaging to highlight issue.

8. IDEA:
Search out negative reviews of competitor products
from real users (social, ITCentralStation, Quora,
StackExchange, StackOverflow, etc.)
STRATEGY:
Create a marketing and sales strategy around
common issues with competitor product that your
product fixes.
Start testing with the users who are complaining.
Switch & save $, time, work smarter not harder, etc
work well here.
DISRUPTIVE STRATEGIES
Review sites are
an endless
source of
opportunities.
NEGATIVE
Reviews

9. TOOLS I CAN’T LIVE WITHOUT
Ecquire
Rapportive
All analytics
LinkedIn Ninja
EveryoneSocial
Used with social selling to automate flow: lead collection, notes, communication
Qualification, gives you LinkedIn account for an email address
Insights into user experience across buyer journey
Automation for social selling and power networking on LinkedIn
Gamification platform for internal staff to share content

10. IT CAN:
Give keywords and traffic generated for almost any site
Shows quantity of inbound traffic by domain
Gives ad graphics and traffic generated
Gives competitor traffic info
GOAL:
Accelerate fast, use what works, waste no effort
STRATEGY:
Discover 3rd party content placement
Adopt keywords with high traffic
Adopt ads that work
Create content from quality traffic research
TOOLS I CAN’T LIVE WITHOUT
Marketing tool
for REAL
keywords, ads,
inbound traffic.
Data can not be
found elsewhere!

11. ENGAGE
LinkedIn http://bit.ly/GeorgeHP
Twitter @Digital_George