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We are in a golden age for B2B marketing. What used to be the poor relation to B2C marketing is now the cool older brother. The reality is the exciting stuff is in B2B. Why? Well, unlike B2C we have to cover multiple decision makers, varying personas and conflicting needs. We have to take several individuals on a multi-month journey and we have to do all of that in a digital world. And that’s a world where good is not enough. It's all about logic, emotion, proof, business value, entertainment, ROI, being engaging, forging long-lasting relationships, delivering on promises, exciting customers. Find out how you combine science and art and put the emotion in B2B marketing to really excel.
Science + art: Getting emotional in B2B marketing (B2B InTech Conference, Mar...
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Matt Shea StartupDay 2011 Speech
1.
Biz Model Philosophy:
Kool Aid or Substance? @Matt_Shea
2.
3 Sources of
Revenue Government Consumer Business
3.
Consumer +Advertising Rent/Own
Digital Items WildCoins Access Digital Items
4.
95% 5% Audience
Conversion
5.
51% 49% Rev
Breakdown
6.
Non-Optimal
7.
Consumer Cost Wholesale
Cost = eCPM
8.
Why biz model
it matters
9.
What are you
selling? ” “ Access Upgrade
10.
Evolution
11.
Free *OR* Paid
12.
What could go
wrong?
13.
Ruin your product
14.
Apple’s “Democratic” +
99cent Pricing
15.
A la Carte
16.
Buy vs Free
Access w/ Upsell
17.
Time Rich vs
Cash Rich Reward Buy
18.
Buy Earn (Time
Rich) Sponsor Own Rent Sponsor
19.
PSA
20.
Summary Plan to
evolve eCPM = Wholesale Pricing Biz Model > Feature Advantage Cash Rich + Time Rich
21.
@Matt_Shea
matt@mattshea.com Thank you
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