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@tomdebaere
HOW DO YOU GO FROM
OUTBOUND TO INBOUND?

@tomdebaere
FROM EGOCENTRIC TO
MEANINGFUL ?

@tomdebaere
FROM CLASSIC TO DIGITAL ?

@tomdebaere
FROM SPENDING MONEY TO
GENERATING MONEY?

@tomdebaere
STOP INTERRUPTING !
START BEING MEANINGFUL !

@tomdebaere
IMPLEMENT YOUR QUICK
WINS
Remove forbidden
words

@tomdebaere

Remove crap and
slick copywriting

Be open and
authentic

Reduce advertising,
increase content
WHY DO YOU NEED TO
EMBRACE DIGITAL,
CONTENT AND SOCIAL?

@tomdebaere
ADVERTISEMENT
OVERLOAD
200 Million “Don’t Call”
in US
86% skip TV Ads
44% unopened paper mail
99,9% banners not clicked
90% emails not opened

9

@tomdebaere
BUYERS HAVE BECOME
BLIND FOR ADVERTISING
CONTENT
OVERLOAD
204 million emails
72 hours Youtube
2 million Google
searches
280.000 Tweets
Source : Qmee 2013

11

@tomdebaere
CONTENT TRIPLED IN 3 YEARS

2010

2013
@tomdebaere
“BUYERS WAIT UNTIL THEY
HAVE COMPLETED 60-80% OF
THEIR RESEARCH BEFORE
REACHING OUT TO VENDORS”.
Michael Brenner, Vice President of SAP
Marketing & Content Strategy

@tomdebaere
YOUNG PEOPLE OF TODAY ARE DECISION MAKERS OF TOMORROW

Use of social media for information or advice, by age
60

50

40

30
Use in %
20

10

0
up to 30

Source : Buyersphere 2012

31-40

41-50

51-60

Older

@tomdebaere
THIS IS ABOUT
A SHIFT OF
POWER

• Site Centric  User Centric
• Image  Transparency
• Sales person  Buyer

@tomdebaere
MARKETING
CHALLENGES
OF TODAY

Advertising overload
interruption marketing

Channel overload
expanding number of channel choices

Changing Buyer Behavior
social and web
@tomdebaere
THIS IS ALSO
ABOUT…

The changing role of
sales and marketing

17

@tomdebaere
THE LONG
LIST USED
TO BE
LIKE THIS

Marketing
Sales
Longlist

Shortlist
Sale !

18

@tomdebaere
That long list is less and less
influenced by marketing
and sales.

@tomdebaere
SO WHO IS INFLUENCING
THAT LONG LIST TODAY?

@tomdebaere
@tomdebaere
@tomdebaere
What should
marketing DO ?
• Create a process to listen
& answer, company wide
• Plan & Build content with
our buyers in mind
• Set content free &
promote heavily
• Help the organisation
with social media

@tomdebaere
THIS IS NOT
ABOUT
MARKETING
ALONE

Customers and partners

>>> TRUST & INTEREST <<<

Marketing

Sales

Production
& Logistics

Customer
Service

Answer questions & business issues
(with products and content)

@tomdebaere
PEOPLE
TRUST
THEIR
PEERS
Source : Edelman Trust Barometer

@tomdebaere
THEY
DON’T
TRUST
CEO’S

@tomdebaere
“CREATE A CULTURE OF
EDUCATION AND
SHARING, INTERNALLY AND
EXTERNALLY.”
Tom De Baere
Constant communication

CREATE YOUR CHANGE MANAGEMENT PROGRAM

Foundation – “educate people”

New processes – “listen & answer”
Making it real – “the team”
Never finish – Anchor the
process
@tomdebaere
DEVELOP NEW PROCESSES
TO LISTEN AND ANSWER TO
CUSTOMERS

@tomdebaere
NEW PROCESSES TO “LISTEN” AND “ANSWER” – BUYER ALIGNMENT
LISTEN
A-team

ANSWERS

Business Objectives
Marketing Strategy
Brand DNA
Roadmap

“themes”

EDITORIAL
PLAN

CREATION
PROJECT MGMT

E-team
PUBLISH &
PROMOTE

SOCIAL MEDIA
STRATEGY

CONVERSATION
MGMT

MEASURE

@tomdebaere
CREATE YOUR
ANSWERING TEAM
@tomdebaere
BUILD 2
TYPES OF
CONTENT
STREAMS

A-team

Orchestrated & planned
content
32

Employee community

Peer to Peer
content
@tomdebaere
UNDERSTAND WHAT CONTENT IS
Information

Formats

Content
10 Best Places to Pick Up
Girls
Find the least crowded and
most beautiful running
tracks in Central Park
10 Best places to Advertise
in Central Park

Nike+ runner information
in Central Park, New York

Video, Blog post, Slideshow,
Whitepaper, Online tool

@tomdebaere
GO FOR A
DIFFERENT
APPROACH
TO
CONTENT

• Content themes
• Content topics
• Content formats

@tomdebaere
SELECT
POSSIBLE
CONTENT
TOPICS

• Demonstrations

• Findings

• Comparisons

• Confessions

• Mistakes

• Reasons to switch

• Interviews

• Lessons

• How-to &
instructions

• News commentary

• Examples

• Tips

• Best practices

• Threats

@tomdebaere
EXAMPLE
Theme

Impact

Reasons to
switch

Theme
Challenges

Survey

Blog post

Blog post

Blog post

Video demo

Topics

Interview

Formats
Webinar

Case study

How-to

Whitepaper

Comparison

Blog post

@tomdebaere
KEY TO
SUCCESS:

NOT ONLY
ABOUT OUR
STUFF
(80/20 RULE)

@tomdebaere
INTELLIGENTLY
PUBLISH
EVERYWHERE
• Don’t spam
• Publish intelligently
• Start conversations

Your
website

To all social networks
To magazines
To marketing automation

@tomdebaere
DEVELOP THE

AMPLIFICATION
AMPLIFICATION
POTENTIAL
POTENTIAL
OF YOUR
ORGANIZATION

39

@tomdebaere
CREATE A SOCIAL MEDIA
POLICY
Disclose

Protect

Use common sense

•
•
•

•
•

•
•
•

Be transparent
Be truthful
Be yourself

•

@tomdebaere

Don’t tell secrets
Don’t slam the
competition or
yourself
Don’t over-share

Add value
Keep it cool
Did you screw up?
DO YOU
HAVE A
SOCIAL
MEDIA
ESCALATION
MECHANISM?

Department

Department

Regional
Office

Escalate
within dept.

Escalate
within dept.

Escalate
within office

Corporate

@tomdebaere
HOW DO YOU BECOME A
THOUGHT LEADER?

@tomdebaere
BY BECOMING TOP OF MIND

@tomdebaere
Definition

WHAT DIFFERENTIATES A THOUGHT LEADER FROM ANY OTHER

KNOWLEDGEABLE COMPANY, IS THE RECOGNITION FROM THE
OUTSIDE WORLD THAT THE COMPANY DEEPLY UNDERSTANDS ITS
BUSINESS, THE NEEDS OF ITS CUSTOMERS, AND THE MARKETPLACE
IN WHICH IT OPERATES.
@tomdebaere
BECOME A

THOUGHT
LEADERSHIP
ORGANIZATION

@tomdebaere
DANGERS OF
THOUGHT
LEADERSHIP
• No real new insight
reflected in our
products
• Too close to what is
commonly available
• Too much in the future
• Not reflecting it in your
products

@tomdebaere
UNDERSTAND CONTENT
ATOMIZATION
People need 5 to 10
repeats to get your
message

@tomdebaere

It Beats Ad
retargeting ;-)
KEEP REPEATING YOUR MESSAGE WITHOUT BEING BORING
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•

Customer survey – collect data
Create ebook with results
Press release about big result
Panel discussion
Video interviews panel members
Newsletter story
Guest Blog post panel discussion
Blog post Webinar about results
Webinar
Blog post after webinar
Publish Ebook
Blog post about ebook
Publish webinar PPT on slideshare
Slideshare amplification
Geo Article Marketing

@tomdebaere
START NEWS JACKING

@tomdebaere
@tomdebaere
MONETIZE YOUR CONTENT

GUIDE YOUR CUSTOMERS
THROUGH THE BUYING CYCLE
@tomdebaere
THE ROLE OF CONTENT IN THE CUSTOMER LIFE-CYCLE
WHY
we solve

HOW
we solve

WHAT
we solve

MEANINGFUL

Growing Customers

New Customers

Strangers

Visitors

Awareness

Leads

Consideration

Call-to-action

© tomdebaere

Call-to-action

Customers

Buying

Promoters

Impress

Call-to-action

Advocates

Enthuse

Call-to-action

Advocate

Call-to-action

@tomdebaere
CUSTOMER CONTENT NEEDS ALONG THE LIFE-CYCLE

@tomdebaere
INVEST INTO MARKETING
AUTOMATION

@tomdebaere
THE ROLE OF MARKETING AUTOMATION

Growing Customers

New Customers
Strangers

Visitors

Leads

Customers

Promoters

Awareness

Consideration

Buying

Impress

Track
the anonymous

Identify
the anonymous

Track
responsiveness

Advocates

Enthuse

Advocate

Push content
Collect feedback

Push content
to the identified

Qualify leads

Recycle
Lost/dropped

Start upsell
© tomdebaere

@tomdebaere
NEW CONCEPTS YOU NEED TO UNDERSTAND

MQL, SQL
Nurturing
Scoring
Recycling
Lead management
Progressive Profiling
@tomdebaere
START USING NEW
CHANNELS

@tomdebaere
@tomdebaere
KEY
SUCCESS
CRITERIA

• Urgency – break the clutter & be trusted

• Understand Content –
Meaningful, Authentic, Open
• Key team with power – involvement
• Quick wins – Search and Copy – 6 months
• Communicate the vision & show success
@tomdebaere
EPILOGUE

• This is a subset of a larger presentation about :
• Why companies need to embrace digital, content and
social
• Why you need to activate the complete
organization, and not only see this as a marketing
activity
• How you can develop a change program internally to
have employees drive this change
• What internal new processes you need to listen to the
external needs of customers and to the internal stories of
your organization, and how you can answer with
content
• How you can implement these new processes

@tomdebaere
EPILOGUE

• How to align business objectives with
digital, content and social activities
• How to activate the organization to create
content, and be active on social media
• How you can guide customers through the
buying cycle and monetize your efforts

• What tactics and tools you need to do all of this

@tomdebaere
GET IN
TOUCH

twitter.com/tomdebaere

be.linkedin.com/in/tomdebaere

www.b2bmarketingexperiences.com

slideshare.net/tomdebaere

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How to Embrace digital, social and content, as a Company?

Editor's Notes

  1. So. There I was… convinced of the change we had to make… How was I supposed to change the complete organization.I figured I had to start with the CEO …
  2. I had it all mapped out: project…. Consultancy…CEO said NO, you have to do it.There I was, having no clue at all how to do it. Only way to figure it out was by actually doing it myself… blogging, twitter, …reading blog posts…
  3. Quick wins….Forbidden words: record breaking, ground breaking, world leading …• We’re excited / We’re pleased / We’re thrilled• Solutions• … a wide range of …- Scalable / industry standard, cutting edge• Unparalleled• Unsurpassed
  4. This is not about SEO!Recent Google updates (Panda, etc.) are making SEO extremely diffcult
  5. Do not forget the 4-1-1 rule !Repeat (people need to see things 5 times to be convinced)
  6. Concept of lead nurturing : lead nurturing : gradually ‘warm up’ leads towards ‘sales readiness’Concept of lead lead scoring : pre-qualify leads before hand off to sales- Gradually capture information &amp; learn more from every interaction we have- At hand-off to sales, a rich set of information is available to the account managerConcept of lead recycling: no lead is lost : re-activate won, canceled, lost or dormant as leadsRe-activate won opportunity: based on historical revenue at the account, we decide to include or exclude in VIP treatmentCancelled &amp; lost opportunities: using the opportunity information (e.a. interest in Azimuth products = include in Azimuth campaigns)Dormant opportunity : automated mail, but personalised, aimed at re-activating the dormant lead.lead retargeting : prevent inadequate approach and overburdeningAvoid spam &amp; aversion: when the target does not react, we tune down the activity level.lead management: forecast lead (over)flow, value, cost ...Metrics on campaign quality, response level, channel effectiveness, …Forecasting how many leads will be ready for sales handover. ALL of this is called MARKETING AUTOMATION