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B2B Marketing Forum

Key insights gleaned from my attendance at the 2012 B2B Marketing Forum
by

Alyssa Trenkamp

on 28 January 2013

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Transcript of B2B Marketing Forum

Insights From B2B Mktg Forum
What I'll Cover - Who to follow in B2B marketing - How brand and demand can work together
- The content continuum
- How to do content mktg like a media company
- Marketoons and other short-form marketing ideas Resources - Other sources of inspiration - Good reads to consider Brand & Demand
Working Together Today’s buyers don’t differentiate between brand and demand and neither should we. Brand + Demand = Impact Online Infor Big ERP Campaign @Big_ERP Billboards Print Landing Page Social Landing Page Iron Mountain
Think Inside the Box The runaway file
Docu Dramas The Content Continuum When you start a new brand or demand campaign think about how one effort can leverage the other.

Think through the journey and where you want to take the buyer next, nurturing to new content based on what they’ve already consumed. Key Insights ITDM's engage with nine content assets during the buying process
39% appreciate related follow-up and want it within 4-5 wks Extend the story
with related content Sales & Marketing Most buyers ready to engage with sales after consuming 2-4 pieces of content.

Contact 6 days after consuming the right level of content.

Find the key indicators of “sales readiness” and build out a scoring model that works. Identify point of “sales readiness” 54 percent of sales reps are unprepared for their initial customer meetings, IDC

Educate sales on where the prospect is at:
What is known
Areas of interest based on content consumed
Suggestions for content and tools to help evolve the story. Make Most of First Sales Touch Consider all stages of the sale Stay Engaged with Sales Top Content Needs All content needs to address "what if" scenario or objection New personas that may engage What makes a business different is its expertise, that a customer can't get by going down the street Key Insights Campaigns stop & start, most customer pains are relevant for a long time Marketers should be engaged throughout entire process in more complex sales Capture interest and keep it by building the story Make the shift:
campaign to pain Listen, track, analyze prospect interaction
interview sales team quarterly Shift from talking to listening From packaged campaigns to tuning on the fly Based on customer interest, tune content
Mine existing content - short form. From one-off blasts to serial storytelling Build out a logical story series
Figure out questions that need to be answered at each stage of the buying cycle and what content is needed to address. Content marketing
like a media company Find your why! Be the leading trade mag for your niche Understand your buyer Find your unique story Identify your higher purpose When is the best time to call? Should I leave a voice mail? Should we purchase lists? List your customers Questions What is the best way to generate leads? How can I increase my contact rate? Measure
Content Effectiveness Good content strategy should align with business goals More content with fewer resources Each Unique piece of content
= 15 content opportunities 11 ides for creating compelling content Favorite blogs form other sites
Group brainstorm
Write down common customer questions
Interview someone interesting
Review something, product / book, etc.
Make predictions
Compile old content - group all case studies from the year to create a "sales playbook"
Look for guest bloggers, partners, customers
Summarize most popular posts for the week / month / quarter / year for new readers
Use name recognition - identifying trending hot topics and link to boost rankings
Recycle old posts - dust off and reuse Identify content pockets within the organization, and bring together with one unified editorial mission Identify employee contributors, publicly share results of content - page views / shares Be the leading information provider in your niche - while maintaining alignment with business goals Marketing Message
from a Cartoonist Don Draper is no longer in charge Two-way fragmented media world Today's Marketing Model People don't buy what you do,
They buy why you do it! Stop talking about you Make the customer awesome! Model Citizen! Ann Handley   @MarketingProfs
Marketing Technology  @mktgtechblog
Sanjay Dholakia  @sdholakia
Scott Williamson  @ScottWMarketing
Lee Odden  @leeodden
marti konstant  @martikonstant
Kami Huyse  @kamichat
David B. Thomas  @DavidBThomas
Tim Washer  @timwasher
Shelly Kramer  @ShellyKramer
Matthew T. Grant  @MattTGrant
Susan Emerick  @sfemerick
Chad Horenfeldt  @chadhorenfeldt
Adele Revella  @buyerpersona
Jeanne Hopkins  @jeannehopkins
Paul Gillin  @pgillin
Ellen Valentine  @EllenValentine
Roberta Rosenberg  @CopywriterMaven
Alan Belniak  @abelniak Michael Brenner  @BrennerMichael
Jason Kort  @MrktingAutomate
Ardath Albee  @ardath421
Higher Ed Marketing  @HigherEdMktg
Tom Fishburne  @tomfishburne
Geoffrey James  @Sales_Source
CRM  @CRM
Steven Jeffes  @SocialSteven
CRM Evolution  @CRMevolution
Hearsay Social  @HearsaySocialTI
Mona Maisami Marimow  @MonaMarimow
Mila D'Antonio  @miladantonio
Jon Miller  @jonmiller
Act-On Software, Inc   @ActOnSoftware
Silverpop   @Silverpop
Eloqua   @Eloqua
HubSpot   @HubSpot
Marketo   @marketo Optify   @optify
Bob Johnson  @HighEdMarketing
Bob Thompson  @Bob_Thompson
Jennifer Abernethy  @SalesLounge
DenisPombriant  @DenisPombriant
Yan Rozovsky  @YanRozovsky
destinationCRM  @destinationCRM
marketingvox  @marketingvox
Affiliate Summit  @affiliatesummit
Braden Kelley  @innovate
Anna Maria Virzi  @AnnaMariaVirzi
The Lawlor Group  @TheLawlorGroup
Rachel Reuben  @rachelreuben
ExactTarget   @ExactTarget
Amber Naslund   @AmberCadabra
RobYoegel  @RobYoegel
Christopher Penn  @cspenn
John Jantsch  @ducttape Marketing Influencers on Twitter Resources Offline Grow: How Ideals Power Growth and Profit at the World's Greatest Companies

It's Not What You Sell, It's What You Stand For: Why Every Extraordinary Business Is Driven by Purpose

The User Is Always Right: A Practical Guide to Creating and Using Personas for the Web Book Recommendations Coca Cola Content 2020 Part I and Part II

American Express Open

VM-Limited Video Series

Smoked by Windows Phone Challenge

Microsoft Windows Phone 7 - Really Campaign Video Recommendations Free Buyer Persona Templates
eBook - For compelling content let your buyers be your guide Other Resources Buyer Persona Institute: Marketing Profs & CMI: B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends–North America Ardath Albee - @ardath421 Joe Pulizzi - @juntajoe Tom Fishburne - @marketoonist Patty Foley-Reid - @patty_imd
Iron Mountain PJA Advertising - @agencypja
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