B2B marketing is transforming. The old methods simply don’t work. Business buyers don’t respond to cold calls and banner ads don’t work. Customers want to look in to things themselves, explore their options and shortlist the finest. Thus a new approach is needed – that is content marketing. This Slideshare gives the B2B marketer all the knowledge that is needed to update the mind-set to the modern world.

1. WHY
B2B CONTENT
MARKETING IS
SO IMPORTANT
It’s a new dawn of marketing@karlfiltness

2. B2B
MARKETING
MUST CHANGE
The buyer process is transforming!@karlfiltness

3. Business buyers do not contact
suppliers directly until 57 % of the
purchase process is complete.
How much?@karlfiltness

4. <- This much!
0% 100%57%
When you see me,
click me to tweet.
Business buyers do not contact
suppliers directly until 57 % of the
purchase process is complete.
@karlfiltness

5. By 2020, customers will manage
85% of their relationships without
talking to a human.
Is your business ready?@karlfiltness

6. 94 % start the purchase process
from Google
Will they find YOU?@karlfiltness

7. 80 % B2B purchasing starts by the
BUYER contacting the seller.
Are you pushing or pulling?@karlfiltness

8. WHAT ABOUT
BANNER ADS?
They help with this, right?@karlfiltness

9. WRONG!
They just don’t work@karlfiltness

10. How many do you remember?
Every month,
you see 1700 banners!
@karlfiltness

11. A fax would probably be more effective
The average CTR of a
banner is 0,1 %
@karlfiltness

12. Display ads suck!
Up to 50% of the clicks on a mobile
banner ad are accidental
@karlfiltness

13. Scott Sorokin (and a hint of Jay-Z)
“Banners have 99 problems and a
click ain’t one.”
@karlfiltness

14. THIS IS WHY
CONTENT
MARKETING IS
SO IMPORTANT!
Without it you won’t survive!@karlfiltness

15. STILL NOT
CONVINCED?
Get on board and see what lies ahead ->@karlfiltness

16. 9 REASONS
TO USE
CONTENT
MARKETING
They will blow you away@karlfiltness

17. Lets take a closer look ->
1. It’s effective
2. It beats ad immunity
3. It drives engagement
4. It can be storytelling
5. It aids customers
6. It raises brand awareness
7. It provides share of mind
8. It drives traffic
9. It improves SEO
@karlfiltness

18. Real results
1
EFFECTIVE
Using content-­‐driven
tactics saves an average of
13% in overall cost per lead.
@karlfiltness

19. Become a stealth promoter
2
Companies that excel at
lead nurturing generate
50 % more sales-­‐ready
leads at 33 % lower cost.
AD IMMUNITY
@karlfiltness

20. What is on your website?
3
ENGAGEMENT
73% of online consumers get
frustrated with websites with
content that has nothing to do
with their interests.
@karlfiltness

21. Tell your own story
4
STORYTELLING
82% of marketers who blog
see positive ROI for their
content-­‐driven marketing.
@karlfiltness

22. Feel the love!
5
AID CONSUMERS
90% of consumers find custom
content useful and 78% believe
that organisations providing it are
interested in building good
relationships with them.
@karlfiltness

23. If they know you, they’ll like you
6
BRAND AWARENESS
B2B marketers who use
blogs generate 67% more
leads than those who do not.
@karlfiltness

24. Hard work pays off
7
SHARE OF MIND
Brands that create 15 blog
posts per month average
1200 new leads per month.
@karlfiltness

25. You need those eyeballs
8
TRAFFIC
Companies publishing at least
15 blog posts per month get
5X more traffic than those that
don’t blog at all
@karlfiltness

26. Start creating now!
9
SEO
Companies with 51-­‐100 pages
on their website generate
48 % more traffic than those
with 1-­‐50 pages.
@karlfiltness

27. START THE
ASCEND TO
BETTER MARKETING
TODAY
It’s not that steep. You can do it!@karlfiltness

28. LIKE THIS?
Share it with your marketing
friends who are alone in the dark
and bring a glimpse of light.
Questions? Hit me with a tweet: @karlfiltness

29. CHECK THE FACTS
Slide 3&4: http://www.avanade.com/Documents/Resources/the-­‐new-­‐customer-­‐journey-­‐global-­‐study.pdf
Slide 5: http://mktimages.gartner.com/pv_obj_cache/pv_obj_id_92DB197B681D1A1003F701CB30B626FF3B111B00/filename/
Slide 10: http://www.newmediaandmarketing.com/the-­‐average-­‐person-­‐is-­‐served-­‐over-­‐1700-­‐banner-­‐ads-­‐per-­‐month/
Slide 11: http://www.smartinsights.com/internet-­‐advertising/internet-­‐advertising-­‐analytics/display-­‐advertising-­‐clickthrough-­‐rates/
Slide 12: http://www.businessinsider.com/error-­‐rate-­‐for-­‐mobile-­‐ad-­‐fat-­‐finger-­‐clicks-­‐2012-­‐10
Slide 15: http://contentmarketinginstitute.com/
Slide 23: http://blog.hubspot.com/marketing/2013-­‐inbound-­‐marketing-­‐stats-­‐charts
Slide 24: http://blog.hubspot.com/blog/tabid/6307/bid/30901/30-­‐Thought-­‐Provoking-­‐Lead-­‐Nurturing-­‐Stats-­‐You-­‐Can-­‐t-­‐Ignore.aspx
Slide 25: http://offers.hubspot.com/scare-­‐your-­‐boss-­‐into-­‐better-­‐marketing
Slide 26: http://www.stateofinboundmarketing.com/
Slide 27: http://www.cmocouncil.org/content-­‐roi-­‐program-­‐details.php
Slide 28: http://marketeer.kapost.com/blog-­‐post-­‐template/#ixzz3JPYBAeWW
Slide 29: http://blog.hubspot.com/marketing/2013-­‐inbound-­‐marketing-­‐stats-­‐charts
Slide 30: http://marketeer.kapost.com/blog-­‐post-­‐template/#ixzz3JPZCN4bl
Slide 31: http://scottmckelvey.com/the-­‐stats-­‐that-­‐make-­‐a-­‐bulletproof-­‐case-­‐for-­‐business-­‐blogging/
That’s a long list now, isn’t it?@karlfiltness