Most of us understand that the world of marketing has changed—B2B has gone digital. But, it hasn’t happened overnight. For most companies, it likely started with marketing automation software, a website makeover, Search Engine Optimization, Pay-per-click advertising, and Customer Relationship Management software. As marketers tried to get the most out of this new digital world they re-discovered the importance of content. Today, I think so many companies are trying to muscle their way to more productivity with content rather than reimagining how they use it. And that’s what we are going to talk about in this presentation…because you only have so much muscle, right? There are only so many hours in the day, dollars in the budget, and people on your staff, and while there are certainly productivity gains to be had through optimizing digital programs, leapfrogging your competition will require a new approach.

1. You’re Stronger than You Think
Dominate Your Market with Content In 2016

2. You’re FASTER than you think

3. WORLD RECORD
Old record: 33 minutes
New record: 6 minutes

4. Lead-gen circa <2005
MARKETING SALES
Branding & awareness Sales reps found buyers, diagnosed pain, & prescribed solutions

5. Lead-gen 2015
MARKETING SALES
Branding & awareness Close the dealProspects diagnose their own pain, prescribe
their own solutions, & short-list vendors

6. THINK LIKE A MEDIA COMPANY
You’re Stronger than You Think

7. Enterprise Software Example
• Software life of 5 years = 20% of
companies changing each year
• 90 day evaluations = 25% of year
• (20% companies)*(25% of time) = 5%
of marketplace looking @ any time
• 1% email CTR of 5% = 0.05% chance
catching someone in the market
Doing the “Lead-gen” math

8. Enterprise Software Example
• 100% of companies are either in
buying mode or not
• 100% of companies have goals and
challenges
• 100% of companies have employees
– Trying to achieve goals
– Trying to solve challenges
– Trying to get promoted
Doing “Media” math

10. Persona based
Departments
Multi-media

12. BUILDING AN AUDIENCE
You’re Stronger than You Think

13. If a tree falls…

14. Train your audience:
Frequency, medium, & length

15. Audience 1st
(by persona)
Product 2nd

16. Ummmmm….
Wow!

17. Building Audience

18. MONETIZE YOUR AUDIENCE
You’re Stronger than You Think

20. Events
Advertising

21. Resources

23. Summary
• Not all of your prospects are shopping right now
• The market leader will find a way to engage ALL
prospects before, during, and after the sale… they
become media companies
• Choose channel(s) and mediums your audience prefers
• Publish and promote great “campaign” content
• Publish and promote great “conversion” content and
gate for lead conversion