7 Things Every B2B Marketer Should Be Doing Differently in 2012 (and Beyond)

Download 7 Things Every B2B Marketer Should Be Doing Differently in 2012 (and Beyond)

Post on 10-May-2015




0 download


A webinar I did for Inxpo. I had a lot of fun on this...hope you enjoy


  • 1.7 Things Every B2BMarketer Should BeDoing Differently in 2012(and Beyond)Craig RosenbergThought Leader in b2b demand generationAuthor of the Funnelholic blog@funnelholicwww.linkedin.com/in/craigrosenbergCraig Rosenberg @funnelholicwww.linkedin.com/in/craigrosenberg

2. Demand generation is still hardMore than 60 percent of marketers report that theirgreatest marketing challenge for 2012 is generatingmore leads, and nearly two-thirds (63 percent) ofrespondents report that their marketing mix eitherdoesnt meet sales demand or theyreunsure of whether their mix is effective.Crains BtoB Magazine and Bizo2012 Marketing Survey Craig Rosenberg@funnelholic www.linkedin.com/in/craigrosenberg 3. The Seven things1. Content marketing now its 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 4. Content Marketing 101b 1. Create once, publish many 2. Diversify your portfolio of offers 3. Deliver a cadence of content Your objectiveis to aim to identify people with aproblem, a problem that your product or service cansolve, and get those people to raise their hand and say tellme more Howard Sewell, Spear MarketingCraig Rosenberg @funnelholicwww.linkedin.com/in/craigrosenberg 5. Create once, publish many Publish a range ofcontent assets from asingle core piece ofcontent Once raw piece ofcontent can createarticles, posts,whitepapers, e-books,FAQs, videosCraig Rosenberg @funnelholic www.linkedin.com/in/craigrosenberg 6. Create a diverse portfolio of offers 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 Dont 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 Craig Rosenberg@funnelholic www.linkedin.com/in/craigrosenberg 7. What publishers really do Think like a publisher content should bepushed on a consistentschedule Think like a televisionnetwork or radio show get your audience toEXPECT content at aparticular day/time Craig Rosenberg@funnelholic www.linkedin.com/in/craigrosenberg 8. If you are relevant, they willengage 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 ITSMA http://www.slideshare.net/digital library/penetrating-target- accounts-with-accountbased- marketing Craig Rosenberg@funnelholicwww.linkedin.com/in/craigrosenberg 9. Even if they dont know you. Of those respondents, 92% would pay attention even if it is from a company they have never done business with ITSMA http://www.slideshare.net/digital library/penetrating-target- accounts-with-accountbased- marketing Craig Rosenberg@funnelholicwww.linkedin.com/in/craigrosenberg 10. What is a buyer persona?A buyer persona is a description of a specific person for whom yourproducts and services are intended. It goes beyond statistics anddemographics, and defines behaviors, motivations, likes/dislikes, traits, etc.Its intent is to help you reach your customers on a human level. (JeremyVictor)(A buyer persona is) a short biography of thetypical customer, not just a job description buta person description. The buyer personaprofile gives you a chance to truly empathizewith target buyers, to step out of your role assomeone who wants to promote a product andsee, through your buyers eyes, thecircumstances that drive their decisionprocess. (Adelle Revella) Craig Rosenberg@funnelholic www.linkedin.com/in/craigrosenberg 11. Step 1: Understand the buyer1What do they do in their job every day? (responsibilities and activities)2What keeps them awake at night? (list 3-6)3What are their organizations biggest challenges?4How are they measured?5What do their buying processes typically look like?6Who else is on the buying committee?7Why would this persona buy your solution?8Why havent they bought your solution?9Where do they educate themselves?(online/offline)Craig Rosenberg10 How do they prefer to educate themselves? (eg. Webinars)@funnelholicwww.linkedin.com/in/craigrosenberg 12. Step 2: Map the buyer journeyMARKETING FUNNELLEAD QUALIFICATION FUNNEL SALES FUNNEL Handoff to sales SALfield salesPhone: will make decision SQLin 2 monthsRe-target: downloads vendorSite: viewstelesaleswhitepaper LP 9C vendor demo start to finish Site: downloads third party buyers guideEmail: completes IT priorityEmail: openssurvey and lists storage as top 3Email: does not openwebinar email MQLpriority follow up survey Phone: commits toRe-target: noview online democlick thru onbanner Site: does not attend live webinar Email: opens vendor Phone: cannot connect incentive offer after 10 dials Re-target: clicks thru ITManagement banner on ESPN.comPhone: wont makedecision for 5 monthsMarketing Phone: no project right now;Database check back in 6 monthsCOLLECTING GATHERING COMPARING SHORTLISTING INFORMATIONREQUIREMENTSVENDORSVENDORSCraig Rosenberg @funnelholicwww.linkedin.com/in/craigrosenberg 13. Monster.com Role-SpecificCommunitiesUsers have options tochoose theircommunities basedon their roles.Craig Rosenberg @funnelholicwww.linkedin.com/in/craigrosenberg 14. Monster.com sales-specific contentcommunity 15. Account Specific CampaignsAccount-Based Marketing (ABM) is a way tobuild stronger relationships with your most valued customers and prospects with highlytargeted marketing interactions that demonstrateyour in-depth understanding of their businessand technology issues. Its a way to increaseyour customers awareness of the total value youoffer to heightens their interest in you.-ITSMA Craig Rosenberg@funnelholic www.linkedin.com/in/craigrosenberg 16. Account-based marketing:Nuances Net New BusinessInitiative 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 LaurenGoldstein, Babcock and JenkinsVia Babcock and Jenkins@laurenondemand Craig Rosenberg@funnelholic www.linkedin.com/in/craigrosenberg 17. Highly Engaging, Highly TargetedCraig Rosenberg @funnelholicwww.linkedin.com/in/craigrosenberg 18. Highly Personalized Engagement Craig Rosenberg@funnelholic www.linkedin.com/in/craigrosenberg 19. Account-Based Success Factors Early alignment with sales on priorities Alignment Ongoing alignment & integration Focused and validated by stakeholders Targeting Multiple contacts per organization Audience insights ruled supreme! Personalization Relevancy, relevancy, relevancy Innovative, relevant, personalized Creativity Integrated across multiple touch-points Craig Rosenberg@funnelholic www.linkedin.com/in/craigrosenberg 20. Growth HacksWhat if we could hack our growth? Instead of paying$20 to acquire a new customer, we could focus onprojects that continue to bring us new customers long after weve finished improving. Paying for the hack once and enjoying growth long after the fact sounds like a good deal to me Lars Lofgren, KissMetricsCraig Rosenberg @funnelholicwww.linkedin.com/in/craigrosenberg 21. Simple Homepagehttp://blog.kissmetrics.com/the-6-best-growth-hacks/ Craig Rosenberg@funnelholic www.linkedin.com/in/craigrosenberg 22. Product Integrations aka Facebook http://blog.kissmetrics.com/the-6-best- Craig Rosenberg@funnelholic growth-hacks/ www.linkedin.com/in/craigrosenberg 23. 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 24. If you dont think mobile is big, Icant help you Last years mobile data traffic waseight times the size of the entire globalInternet in 2000. Mobile video traffic exceeded 50percent of all video traffic for the firsttime in 2011. By the end of 2012, the number ofmobile-connected devices will exceedthe number of people on earth, and by2016 there will be 1.4 mobile devicesper capita. Nine in 10 young adults spendbetween one and five hours on theirmobile devices daily. 91% of mobile workers use asmartphone for work. Craig Rosenberg@funnelholic www.linkedin.com/in/craigrosenberg 25. B2B mobile marketing moves1.) 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.http://blog.hubspot.com/blog/tabid/6307/bid/29362/6-Ways-B2B-Marketers-Should-Optimize-for-Mobile-Browsing.aspx#ixzz21nhpmZFRhttp://b2bdigital.net/2012/05/09/10-things-you-need-to-know-about-b2b-mobile-marketing/Craig Rosenberg @funnelholicwww.linkedin.com/in/craigrosenberg 26. The 8 million tips for B2B socialmediaCraig Rosenberg @funnelholicwww.linkedin.com/in/craigrosenberg 27. Put social sharing on everything Reg forms Thank you pages Blog posts White papers Individual pages of whitepapers Video InfographicsCraig Rosenberg @funnelholicwww.linkedin.com/in/craigrosenberg 28. Incent Social Sharing Example A: Drop Box Craig Rosenberg@funnelholic www.linkedin.com/in/craigrosenberg 29. My final thingPlease have funthank youCraig Rosenberg @funnelholicwww.linkedin.com/in/craigrosenberg