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Bigger, Better, Sexier Marketing for B2B

Bigger, Better, Sexier Marketing for B2B. 5 elements of effective b2b marketing ™. Poll Q: Why are you here with me today? . Need a new way to look at driving demand Sales team is bitching at me for more leads Launching a new product Entering new markets All of the above Other .

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Bigger, Better, Sexier Marketing for B2B

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  1. Bigger, Better, Sexier Marketing for B2B 5 elements of effective b2b marketing ™

  2. Poll Q: Why are you here with me today? • Need a new way to look at driving demand • Sales team is bitching at me for more leads • Launching a new product • Entering new markets • All of the above • Other

  3. Today’s Take-aways • New lens to view/organize B2B sales-driven marketing. • Easy method to create marketing plan/priorities/program. • Easy way to get praise and financial benefits (personally) when you execute this like a rock-star! @demandmcg | #B2Belements

  4. Five elements of b2b marketing ™ @demandmcg | #B2Belements

  5. %__ Client view:I have a problem and need to research it. Company view:Not enough people know who we are. Tools to use:White papers, webinars, educational videos Programs to run:Social media, PR, events How to drive demand:White paper syndication, webinars (requiring registration), SEO/PPC, speaking engagements, analyst outreach, blog outreach Increase Awareness By: __% Awareness-Level Leads from __ to __ Programs to increase AW: 1) 2) 3) 4) @demandmcg | #B2Belements

  6. %__ %__ Increase awareness by: __% Awareness-level leads from __ to __ Programs to increase Aw: 1) 2) 3) 4) Increase Awareness By: __% Awareness-Level Leads from __ to __ Programs to increase AW: 1) 2) 3) 4) @demandmcg | #B2Belements

  7. Client view:I have identified my problem and how I can solve it, including which vendors carry a solution. Company view:Not enough people know about our products. Tools to use:White papers (with a product focus), webinars, case studies, website Programs to run:Product-specific PPC/SEO, social media, contests, email programs, newsletters, freemiums/free trials How to drive demand:Registration programs for marketing materials, email marketing, SEO/PPC (product-specific), road shows, webinar-based demos, freemiums/ free trials @demandmcg | #B2Belements

  8. %__ Increase familiarity by: __% Familiarity-level leads from __ to __ Programs to increase Fa: 1) 2) 3) 4) @demandmcg | #B2Belements

  9. Client view:I have identified a short-list of vendors to consider/talk with. Company view:We’re competing! Tools to use:Web content, data sheets, references, sales presentations, online (live) demos, freemiums/free trials, sales meetings/calls, ROI calculators Programs to run:Efficient demo process, analyst relations, references, case studies How to drive demand:Product videos, reference videos, customer quotes, customer endorsements via LinkedIn @demandmcg | #B2Belements

  10. %__ Increase consideration by: __% Consideration-level leads from __ to __ Programs to increase Co: 1) 2) 3) 4) @demandmcg | #B2Belements

  11. Client view:I have made a buying decision. Company view:We won over the champion… now we need to manage the coalition sale. Tools to use:Proposals, ROI calculators, case studies, peer advisory groups Programs to run:Customer reference program, endorsements via LinkedIn, promotions, support calls How to drive demand:Persona-driven web experience @demandmcg | #B2Belements

  12. %__ Increase purchase by: __% Purchase-level leads from __ to __ Programs to increase Pu: 1) 2) 3) 4) @demandmcg | #B2Belements

  13. Client view:I bought it -- now leave me alone! Company view:We have a new valuable asset. Tools to use:Customer showcase, LinkedIn endorsements, LinkedIn groups, Twitter, best practices Programs to run:ROI webinars, customer interviews in newsletters, customer experience portal How to drive demand:Keep client happy and informed. @demandmcg | #B2Belements

  14. %__ Increase experience (loyalty) by: __% Experience-level leads from __ to __ Programs to increase Ex: 1) 2) 3) 4) @demandmcg | #B2Belements

  15. Five elements of b2b marketing ™ @demandmcg | #B2Belements

  16. Poll Q: What do you think of this type of marketing categorization? • I’m going to go try it right now! • It’s a good way to look at it, but not to build a marketing plan • It stinks

  17. Velocity Volume @demandmcg | #B2Belements

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