My slide deck from Online Marketing Summit in San Diego.

1. Demand Generation from the Outside In
Ardath Albee
@ardath421
San Diego | Room 31B
Marketing Interactions, Inc.

2. About Ardath Albee Clients include:
Storyteller, Die-Hard Writer, Marketing Geek, Strategy Nut
27 years of business management & marketing leadership
Author of eMarketing Strategies for the Complex Sale
Industry Speaker, Workshop Leader, Blogger
Top 50 Marketing & Sales Influencer 2012
Obsessed about helping B2B companies use eMarketing
strategies & contagious content platforms to turn prospects
into buyers.
Believes buyer personas are the key foundational tool for every
content strategy.
www.marketinginteractions.com @ardath421

3. The View from Outside

4. The View From Inside

5. The Result

6. Attention is…
a capacity to maintain selective or sustained concentration.

7. Cursory Attention
I might be
interested…

8. Misleading Attention
That started out
interesting…I wonder if
my dry cleaning is
ready?

9. Voluntary Attention
Every time I read their stuff, I learn something useful.

10. Intentional Attention
This information will
help me solve a problem
I’m dealing with.
I wonder what else they
can add…

11. The Content Marketing Continuum
The Evolution of Attention
Cursory Voluntary
Intentional Attention
Attention Attention

12. Value is…
where your company’s strengths
and your customers’ needs
intersect.

13. The Latest Trends for Buyers
Using a wider variety of sources
More time self-serving research
Increased the team members involved
Conducted deeper analysis
Spent more time on social media doing research
The 2012 B2B Buyer Landscape: New Challenges, New Complexity

14. Context Matters
Carol in Customer Service Steve in Sales
My call center agents need I need the call center to
to reduce average handle increase up and cross sell of
time (AHT) to improve our new product to expand
efficiency. our footprint with existing
customers.

15. What Buyers Want
• 75% want content with less “sales messaging” – DemandGen Report
• 73% of IT Decision Makers want to discover ideas they can
share and discuss with colleagues. – IDG
• 56% said they were unsatisfied with their buying experience
– 2012 B2B Buyer Landscape: New Challenges, New Complexity
• 47% prefer text/narrative content, 33% visual – DemandGen Report
• 39% IT buyers appreciate receiving follow-up content related
to content viewed; Up to 2 assets in 4 – 6 weeks – IDG
• Only 25% say they’re willing to consider vendor content as
trustworthy – DemandGen Report

16. A Few Things to Consider
• One-size-fits-all content doesn’t work.
– 45% of buyers want to see content structured by business role
DemandGen Report
• What you think about buyers may not ring true.
– Only 31% of marketers say they completely know their target audience.
Demandbase / Ziff Davis
• Content Marketing means more than content
– Top challenge for marketers in 2012 is creating enough content
Content Marketing Institute / Marketing Profs

17. The Story Never Ends

18. Going Au Naturel
Nurturing programs are
not defined by your
database.

19. Gain Reach With “Natural Nurturing”
Your Database Has Limits
Search
Get Found
Email for
Tweets Press Release Nurturing
Articles
Blog
Lead
Posts
Database
Connected Conversations LinkedIn Status/Groups
and Content Pathways Offers for
Lead Generation

20. Channel Consistency is Critical
Twitter Website Blog
3 new widgets for How access to colleagues
We’re the leading
#collaboration in 2013 and data powers
#ourcompany + link provider of… productivity
Our SaaS #collaboration
Our X solution won Improve your customer
tools increase productivity
by 30% - check it out + link
another award! satisfaction with presence
We just released a mobile We added 37 new Shorten your time to
app for secure doc customers this revenue with project
#collaboration + link month workspaces
Product Focus Company Focus Customer Focus

21. Why Consistency Counts
It’s up to you to connect the dots for your prospects.
They will not do it themselves.

22. Engagement Is Your Compass
• Audience Use this data
• Topics to inform
• Channels marketing
• Content program
design

23. How to Develop Consistency
Pre-Event: Post-Event:
• PPC Campaign • SlideShare
• Press Release • Email Archive Link
• Industry News Ad • Q&A Blog Post(s)
• White Paper
• Registration Page • Article Series
• Email Invitations • Podcasts
• Tweets • Invitation to view
• LinkedIn On-Demand
• Blog Posts

24. When to Pull the Trigger
5 Tips for How to Gain How ABC Co.
Productive User Adoption Uses Video
Video for Video Conferencing
Meetings Conferencing to Grow
Discover
Explore
Buy
Revenues
Education Expertise Evidence

25. Email
Twitter
Facebook
LinkedIn
Google+
WOM
Gain “Earned” Triggers

26. Shift
Ideas
Approaches
Focus
Orchestration

27. Thank You!
Ardath Albee, B2B Marketing Strategist
Marketing Interactions, Inc.
Web: www.marketinginteractions.com
Twitter: @ardath421
Blog: http://marketinginteractions.typepad.com
Free Persona Tool
www.upcloseandpersona.com