7 things every b2b marketer should be doing differently in 2012 (and beyond)
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A webinar I did for Inxpo. I had a lot of fun on this...hope you enjoyTRANSCRIPT
Craig Rosenberg @funnelholic
www.linkedin.com/in/craigrosenberg
7 Things Every B2B Marketer Should Be Doing Differently in 2012 (and Beyond) Craig Rosenberg
Thought Leader in b2b demand generationAuthor of the Funnelholic blog @funnelholicwww.linkedin.com/in/craigrosenberg
Craig Rosenberg @funnelholic
www.linkedin.com/in/craigrosenberg
Demand generation is still hard
“More than 60 percent of marketers report that their greatest marketing challenge for 2012 is generating more leads, and nearly two-thirds (63 percent) of respondents report that their marketing mix either doesn't meet sales demand or they're unsure of whether their mix is effective.”
Crain's BtoB Magazine and Bizo 2012 Marketing Survey
Craig Rosenberg @funnelholic
www.linkedin.com/in/craigrosenberg
The Seven “things”
1. Content marketing – now it’s time to really act as a publisher2. Diversity of offer types (whitepapers, webinars, etc)3. Persona-based targeted marketing4. Account-specific campaigns5. Growth hacks (I am big on growth hacks)6. Mobile marketing7. Some social media thoughts
Craig Rosenberg @funnelholic
www.linkedin.com/in/craigrosenberg
1. Create once, publish many2. Diversify your portfolio of offers3. Deliver a cadence of content
“Your objective…is to aim to identify people with a problem, a problem that your product or service can solve, and get those people to raise their hand and say “tell me more”
Howard Sewell, Spear Marketing
Content Marketing 101b
Craig Rosenberg @funnelholic
www.linkedin.com/in/craigrosenberg
Publish a range of content assets from a single core piece of content
Once raw piece of content can create articles, posts, whitepapers, e-books, FAQs, videos…
Create once, publish many
Craig Rosenberg @funnelholic
www.linkedin.com/in/craigrosenberg
• Remember: Every buyer is unique in their preference for types of offers• If possible, mix your offers up in three ways:
– Offer types – Have a mix of white papers, webinars, video, blog posts
– Content – Don’t offer the same white paper over and over. Even if the content is similar, try different titles and content descriptions. Break an Ebook up into shorter white papers.
– Authors – Keep in mind, buyers prefer third party educational content. Mix that with your vendor-specific content
Create a diverse portfolio of offers
Craig Rosenberg @funnelholic
www.linkedin.com/in/craigrosenberg
What publishers really do Think like a publisher –
content should be pushed on a consistent schedule
Think like a television network or radio show – get your audience to EXPECT content at a particular day/time
Craig Rosenberg @funnelholic
www.linkedin.com/in/craigrosenberg
If you are relevant, they will engage
75% of executive respondents to an ITSMA survey said they would read unsolicited marketing materials that contains ideas that might be relevant to their business
ITSMAhttp://www.slideshare.net/digitallibrary/penetrating-target-accounts-with-accountbased-marketing
Craig Rosenberg @funnelholic
www.linkedin.com/in/craigrosenberg
Even if they don’t know you….
Of those respondents, 92% would pay attention even if it is from a company they have never done business with
ITSMAhttp://www.slideshare.net/digitallibrary/penetrating-target-accounts-with-accountbased-marketing
Craig Rosenberg @funnelholic
www.linkedin.com/in/craigrosenberg
A buyer persona is a description of a specific person for whom your products and services are intended. It goes beyond statistics and demographics, and defines behaviors, motivations, likes/dislikes, traits, etc. Its intent is to help you reach your customers on a human level. (Jeremy Victor)
“(A buyer persona is) a short biography of the typical customer, not just a job description but a person description. The buyer persona profile gives you a chance to truly empathize with target buyers, to step out of your role as someone who wants to promote a product and see, through your buyers' eyes, the circumstances that drive their decision process.“ (Adelle Revella)
What is a buyer persona?
Craig Rosenberg @funnelholic
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1 What do they do in their job every day? (responsibilities and activities)
2 What keeps them awake at night? (list 3-6)
3 What are their organizations biggest challenges?
4 How are they measured?
5 What do their buying processes typically look like?
6 Who else is on the buying committee?
7 Why would this persona buy your solution?
8 Why haven’t they bought your solution?
9 Where do they educate themselves?(online/offline)
10 How do they prefer to educate themselves? (eg. Webinars)
Step 1: Understand the buyer
Craig Rosenberg @funnelholic
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telesales
field sales
MarketingDatabase
MQL
SQL
GATHERING REQUIREMENTS
COMPARING VENDORS
SHORTLISTING VENDORS
COLLECTING INFORMATION
Site: downloads third party “buyers guide”
Re-target: clicks thru ITManagement banner on ESPN.com
Email: opens vendor incentive offer
Phone: no project right now; check back in 6 months
Email: completes IT priority survey and lists storage as top 3 priority
Phone: won’t make decision for 5 months
Site: views vendor demo start to finish
Phone: cannot connect after 10 dials
Site: does not attend live webinar
Re-target: downloads vendor whitepaper LP 9C
Email: opens webinar email
Phone: commits to view online demo
Email: does not open follow up survey
Phone: will make decision in 2 months
Re-target: no click thru on banner
SAL
LEAD QUALIFICATION FUNNEL SALES FUNNELMARKETING FUNNEL
Handoff to sales
Step 2: Map the buyer journey
Craig Rosenberg @funnelholic
www.linkedin.com/in/craigrosenberg
Monster.com Role-Specific Communities
Users have options to choose their communities based on their roles.
Monster.com sales-specific content community
Craig Rosenberg @funnelholic
www.linkedin.com/in/craigrosenberg
Account Specific Campaigns
Account-Based Marketing (ABM) is a way to build stronger relationships with your most valued
customers and prospects with highly targeted marketing interactions that demonstrate your in-
depth understanding of their business and technology issues. It’s a way to increase your
customer’s awareness of the total value you offer to heightens their interest in you.
-ITSMA
Craig Rosenberg @funnelholic
www.linkedin.com/in/craigrosenberg
Account-based marketing: Nuance's Net New Business Initiative• Highly Targeted: 650 Companies• Seven-touch campaign:
– Precise messaging for each target vertical and account– Vertically focused microsites– Direct Mail: Foam Finger with recipients name (Bob!)– Messages (email, phone) urging recipient to visit personal microsite– Book “Your Call Is (Not That) Important to Us” by Emily Yellin about
customer service and call-center issues.• ROI: 14-to-1 ROI to date. “Tons of deals got closed for this” – Lauren
Goldstein, Babcock and Jenkins
Via Babcock and Jenkins@laurenondemand
Craig Rosenberg @funnelholic
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Highly Engaging, Highly Targeted
Craig Rosenberg @funnelholic
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Highly Personalized Engagement
Craig Rosenberg @funnelholic
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• Focused and validated by stakeholders• Multiple contacts per organization
• Audience insights ruled supreme!• Relevancy, relevancy, relevancy
• Innovative, relevant, personalized• Integrated across multiple touch-points
• Early alignment with sales on priorities• Ongoing alignment & integrationAlignment
Targeting
Personalization
Creativity
Account-Based Success Factors
Craig Rosenberg @funnelholic
www.linkedin.com/in/craigrosenberg
Growth Hacks
“What if we could “hack” our growth? Instead of paying $20 to acquire a new customer, we could focus on
projects that continue to bring us new customers long after we’ve finished improving. Paying for the hack once
and enjoying growth long after the fact sounds like a good deal to me”
Lars Lofgren, KissMetrics
Craig Rosenberg @funnelholic
www.linkedin.com/in/craigrosenberg
Simple Homepage
http://blog.kissmetrics.com/the-6-best-growth-hacks/
Craig Rosenberg @funnelholic
www.linkedin.com/in/craigrosenberg
Product Integrations aka Facebook
http://blog.kissmetrics.com/the-6-best-growth-hacks/
Craig Rosenberg @funnelholic
www.linkedin.com/in/craigrosenberg
The Iphone hack of the century
http://www.startupplays.com/blog/top-5-successful-startup-growth-hacks/
Craig Rosenberg @funnelholic
www.linkedin.com/in/craigrosenberg
If you don’t think mobile is big, I can’t help you
• Last year’s mobile data traffic was eight times the size of the entire global Internet in 2000.
• Mobile video traffic exceeded 50 percent of all video traffic for the first time in 2011.
• By the end of 2012, the number of mobile-connected devices will exceed the number of people on earth, and by 2016 there will be 1.4 mobile devices per capita.
• Nine in 10 young adults spend between one and five hours on their mobile devices daily.
• 91% of mobile workers use a smartphone for work.
1.) Optimize your website and downloadable content (Responsive Web Design)2.) Audio content works3.) Add social sharing buttons. 4.) Make mobile user-friendly forms5.) Provide click-to-call functionality6.) Make emails mobile-friendly.
B2B mobile marketing moves
• http://blog.hubspot.com/blog/tabid/6307/bid/29362/6-Ways-B2B-Marketers-Should-Optimize-for-Mobile-Browsing.aspx#ixzz21nhpmZFR
• http://b2bdigital.net/2012/05/09/10-things-you-need-to-know-about-b2b-mobile-marketing/
Craig Rosenberg @funnelholic
www.linkedin.com/in/craigrosenberg
Craig Rosenberg @funnelholic
www.linkedin.com/in/craigrosenberg
The 8 million tips for B2B social media
Craig Rosenberg @funnelholic
www.linkedin.com/in/craigrosenberg
Put social sharing on everything
• Reg forms• Thank you pages• Blog posts• White papers• Individual pages of whitepapers• Video• Infographics
Craig Rosenberg @funnelholic
www.linkedin.com/in/craigrosenberg
Incent Social SharingExample A: Drop Box
Craig Rosenberg @funnelholic
www.linkedin.com/in/craigrosenberg
My final “thing”
Please have fun…thank you