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B2B vs B2C Vs H2H marketing model

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B2B vs B2C Vs H2H marketing model

  1. 1. B2B / H2H MARKETING MODULE Get instigated by
  2. 2. Have you considered how a Fortune 500 company provides new computers for its 1000 + employees?
  3. 3. Yet these transactions are vital for the future success of the business They wouldn’t simply ask the office manager to a store for an order that large!
  4. 4. BUSINESS TO BUSINESS (B2B) INVOLVES THE SALE OF ONE COMPANY’S PRODUCT OR SERVICE TO ANOTHER COMPANY
  5. 5. HOW IS B2B DIFFERENT FROM B2C (BUSINESS TO CONSUMER)? B2B B2C
  6. 6. CUSTOMERS SELECTED PRODUCTS B2C B2B Individuals and households Businesses Global Large corporations Small & medium sized businesses Institutions Healthcare Education Government Federal State Local PCs Printers Consumer electronics Simple service agreements PCs Enterprise storage Servers Complex service offerings
  7. 7. BUT HOW IS MARKETING DIFFERENT FOR B2B AND B2C?
  8. 8. B2B MARKETS HAVE A MORE COMPLEX DECISION MAKING UNIT B2B BUYERS ARE MORE RATIONAL B2B PRODUCT PRESENTATION MORE COMPLEX B2B MARKETS HAVE FEWER BEHAVIOURAL AND NEEDS BASED SEGMENTS PERSONAL RELATIONS ARE MORE IMPORTANT IN B2B MARKETS KEY DIFFERENCES: B2B MARKETS DRIVE LESS INNOVATION
  9. 9. B2B MARKETS HAVE A MORE COMPLEX DECISION MAKING UNIT B2B BUYERS ARE MORE RATIONAL B2B PRODUCT PRESENTATION MORE COMPLEX B2B MARKETS HAVE FEWER BEHAVIOURAL AND NEEDS BASED SEGMENTS PERSONAL RELATIONS ARE MORE IMPORTANT IN B2B MARKETS KEY DIFFERENCES: B2B MARKETS DRIVE LESS INNOVATION
  10. 10. B2B MARKETS HAVE A MORE COMPLEX DECISION MAKING UNIT The target audiences for B2B communications are amorphous, made up of groups of constantly changing individuals with different interests and motivations. Buyers seek a good financial deal. Production managers want high throughput. Health and safety executives want low risk. And those are just their simple, functional needs. Each person who is party to the DMU will also bring their psychological and cultural baggage to the decision and this can create interesting variations to the selection of products and suppliers. • Low-risk, low-value purchases are the least distinct from consumer purchases. They often involve just one, frequently junior person. There is little financial or business risk involved on getting the decision wrong, meaning that relatively little thought goes into the decision. • Low-risk, high-value items such as raw materials typically involve a mixture of technical and purchasing personnel, and often very senior people such as board members. This complexity is necessary to ensure that price is minimised without impacting upon quality. Purchasing personnel would usually be the key decision makers on a transaction-by-transaction basis, under the general guidance of more technical employees, who would review suppliers periodically. • Low-value, high-risk items such as office insurance would similarly involve a mixture of specialists and purchasers. As the ‘risk’ is in the product rather than the price, and as each transaction is likely to be unique, an expert (in this case perhaps an in-house legal expert) would tend to be the key decision maker every time a purchase takes place. • High-value, high-risk purchases are the most distinct from consumer purchases, with a large number of senior decision makers evaluating a large range of purchase criteria. In the case of plant equipment, we might expect a CFO, R&D Director, Production Director, Purchasing Director, Head of Legal Department, CEO and a number of upper-management department heads to be involved. The figure above divides business-to-business purchases into four categories according to their financial value and the level of business risk associated with the purchase. Each of these categories gives rise to different purchasing behaviour and different complexities.
  11. 11. B2B MARKETS HAVE A MORE COMPLEX DECISION MAKING UNIT What does this mean for the B2B marketer? Faced with a multifaceted and knowledgeable buyer, it is critical that the B2B marketer demonstrates a high level of expertise in all of its interactions with the target audience. This refers not only to product knowledge, but also to the technical and other back-up that the buyer will receive throughout the life of the purchase. B2B MARKETERS NEED TO FULLY UNDERSTAND THE DIFFERENT NEEDS OF DECISIONS MAKERS – OFTEN WITH THE SAME CUSTOMER
  12. 12. B2B MARKETS HAVE A MORE COMPLEX DECISION MAKING UNIT B2B BUYERS ARE MORE RATIONAL B2B PRODUCT PRESENTATION MORE COMPLEX B2B MARKETS HAVE FEWER BEHAVIOURAL AND NEEDS BASED SEGMENTS PERSONAL RELATIONS ARE MORE IMPORTANT IN B2B MARKETS KEY DIFFERENCES: B2B MARKETS DRIVE LESS INNOVATION
  13. 13. B2B BUYERS ARE MORE RATIONAL The truth is that as consumers we are often less well-informed, less accountable to others and far more susceptible to whims, indulgences, recklessness and showing off than is the case when we are in the workplace. We therefore have a tendency to make purchasing decisions that a rational observer - a business-to- business buyer that has to make a profit each month, would regard as ludicrous. As consumers we are far less likely to ask whether the product we are buying has an ROI (return on investment). We buy what we want, not what we need.
  14. 14. What does this mean for the B2B marketer? It would be false to claim that business-to-business buyers are entirely rational. Due to the accountability that constrains most B2B buyers, trust and security are key issues. No B2B buyer wants to risk his or her livelihood or reputation buying an unreliable product and service. This makes emotional issues such as trust and security absolutely critical. This in turn places great emphasis on brand, reputation, case studies and other factors which convey reliability and consistency over the life of the product or service being purchased. B2B BUYERS ARE MORE RATIONAL
  15. 15. B2B MARKETS HAVE A MORE COMPLEX DECISION MAKING UNIT B2B BUYERS ARE MORE RATIONAL B2B PRODUCT PRESENTATION MORE COMPLEX B2B MARKETS HAVE FEWER BEHAVIOURAL AND NEEDS BASED SEGMENTS PERSONAL RELATIONS ARE MORE IMPORTANT IN B2B MARKETS KEY DIFFERENCES: B2B MARKETS DRIVE LESS INNOVATION
  16. 16. B2B PRODUCT PRESENTATION MORE COMPLEX While consumer products frequently target appeal and usefulness on a superficial level, B2B products require profound technical expertise in the field of a potential purchase. A buyer in B2B interaction is not interested in the appearance of the product as much as in specifications in its production, features and functionality, as well as the post sales, support management and issue resolution strategies of the seller. The choice of turbine will involve a whole host of technical, productivity and safety issues, whilst the choice of website might be based on its integration into a wider B2B marketing campaign, its interactivity with users and the degree to which it draws potential clients via search engines. Imagine a turbine manufacturer having a look at three or four products and then choosing one simply because it looks nice? Or a commercial website design buyer who chooses on the basis of colour or format?
  17. 17. What does this mean for the B2B marketer? The key for the B2B marketer is to be fully informed in relation to the product or service being sold. This understanding must cover not only the ‘technical’ details of the offering, but also the extended offer including aftersales service, problem resolution, client management team, etc. As a result, the B2B sale is often a ‘technical sale’, meaning that salespeople in business-to-business markets are often extremely experienced and originate from a technical discipline within their organisation. The success or otherwise of an entire business-to-business product line can be largely dependent on the abilities of a small team of salespeople. B2B PRODUCT PRESENTATION MORE COMPLEX
  18. 18. B2B MARKETS HAVE A MORE COMPLEX DECISION MAKING UNIT B2B BUYERS ARE MORE RATIONAL B2B PRODUCT PRESENTATION MORE COMPLEX B2B MARKETS HAVE FEWER BEHAVIOURAL AND NEEDS BASED SEGMENTS PERSONAL RELATIONS ARE MORE IMPORTANT IN B2B MARKETS KEY DIFFERENCES: B2B MARKETS DRIVE LESS INNOVATION
  19. 19. B2B MARKETS HAVE FEWER BEHAVIOURAL AND NEEDS BASED SEGMENTS Due to the smaller amounts of customers as well as, the lesser differentiation between target audience’s particular needs, B2B enterprises have fewer segments of customers and are divided on more of technical than behavioural basis. Frequent segmentation in B2B marketing includes focusing on price, focus on brand and quality, service focus and focus on partnership audiences. These segments are managed according to their characteristics but also based on the strategic importance of the buyer for the enterprise. It is noticeable that the behavioural and needs-based segments that emerge in business-to-business markets are frequently similar across different industries. Needs-based segments in a typical business-to business market often resemble the following: A price-focused segment, which has a transactional outlook to doing business and does not seek any ‘extras’. Companies in this segment are often small, working to low margins and regard the product/service in question as of low strategic importance to their business. A quality and brand-focused segment, which wants the best possible product and is prepared to pay for it. Companies in this segment often work to high margins, are medium-sized or large, and regard the product/service as of high strategic importance. A service-focused segment, which has high requirements in terms of product quality and range, but also in terms of aftersales, delivery, etc. These companies tend to work in time-critical industries and can be small, medium or large. They are usually purchasing relatively high volumes. A partnership-focused segment, usually consisting of key accounts, which seeks trust and reliability and regards the supplier as a strategic partner. Such companies tend to be large, operate on relatively high margins, and regard the product or service in question as strategically important.
  20. 20. B2B MARKETS HAVE FEWER BEHAVIOURAL AND NEEDS BASED SEGMENTS What does this mean for the B2B marketer? The fact that business-to-business markets have relatively few segments makes the job of the B2B marketer easier than it might otherwise be. Nevertheless, skills in recognising which customers fit which segments, and how to appeal to each of these segments, are not easy to come by. Key challenges in establishing a behavioural or needs-based segmentation are as follows: • Obtaining a consensus on exactly what the segments are, and what characterises them, usually requires investment in quantitative market research. • Once a segmentation has been achieved, identifying which companies are in which segment is extremely difficult. Behavioural and needs-based segments usually transcend ‘firmographic’ segments, meaning that there are often no immediately manifest indicators (such as country, industry sector) of the segment to which a company belongs. • Training sales teams, marketing teams, customer relationship and other departments must implement the segmentation by adjusting their approach to often intangible criteria. This requires huge effort and investment horizontally and vertically within an organisation.
  21. 21. B2B MARKETS HAVE A MORE COMPLEX DECISION MAKING UNIT B2B BUYERS ARE MORE RATIONAL B2B PRODUCT PRESENTATION MORE COMPLEX B2B MARKETS HAVE FEWER BEHAVIOURAL AND NEEDS BASED SEGMENTS PERSONAL RELATIONS ARE MORE IMPORTANT IN B2B MARKETS KEY DIFFERENCES: B2B MARKETS DRIVE LESS INNOVATION
  22. 22. PERSONAL RELATIONS ARE MORE IMPORTANT IN B2B MARKETS An important distinguishing feature of business-to-business markets is the importance of the personal relationship. A small customer base that buys regularly from the business-to-business supplier is relatively easy to talk to. Sales and technical representatives visit the customers. People are on first- name terms. Personal relationships and trust develop. It is not unusual for a business-to-business supplier to have customers that have been loyal and committed for many years. B2B marketers must exploit the benefits of customer engagement management strategies in order to ensure retention of key accounts: personalized approach in B2B takes form of a partnership
  23. 23. PERSONAL RELATIONS ARE MORE IMPORTANT IN B2B MARKETS What does this mean for the B2B marketer? The consequences of this emphasis on relationships for marketing budgets are a relatively high expenditure on people (sales and technical support) and a more modest expenditure on other forms of promotion. Advertising budgets for business marketers are usually measured in thousands of pounds (or Euros or dollars) and not millions. The B2B salesperson is also a different animal to the consumer salesperson, in that the focus is on listening and cultivating a limited number of relationships rather than the more quantity-driven and transactional approach seen in consumer markets. This places emphasis on face-to-face contact and this salesperson must have an in-depth technical understanding of whatever he or she is selling. Trade shows therefore become far more important in B2B markets – indeed, they are the number one promotional tool of American business-to-business companies
  24. 24. B2B MARKETS HAVE A MORE COMPLEX DECISION MAKING UNIT B2B BUYERS ARE MORE RATIONAL B2B PRODUCT PRESENTATION MORE COMPLEX B2B MARKETS HAVE FEWER BEHAVIOURAL AND NEEDS BASED SEGMENTS PERSONAL RELATIONS ARE MORE IMPORTANT IN B2B MARKETS KEY DIFFERENCES: B2B MARKETS DRIVE LESS INNOVATION
  25. 25. B2B MARKETS DRIVE LESS INNOVATION In opposition to risk taking tendencies in innovation of B2C marketing which are caused by the growing need for differentiation, B2B marketers are all in a somewhat similar situation (being recklessly innovative would be unproductive) and build innovation from quality research and collected information on trends which have been established upstream so as to create a sustainable market. It is not that companies in B2B markets are ‘worse’ innovators than those in consumer markets. Indeed, the opposite is repeatedly the case, as innovations are often more carefully planned and successfully commercialised in the B2B world, in which audiences are more clearly defined and trends more easily identified.
  26. 26. B2B MARKETS DRIVE LESS INNOVATION What does this mean for the B2B marketer? Business-to-business marketers have both the time and the indicative data from upstream to carefully assess their options before making a decision. As competitors are in the same position, this makes gathering good quality intelligence absolutely critical. B2B marketers are advised to undertake detailed market research, combining this with upstream information in order to build up a complete market intelligence picture.
  27. 27. B2B MARKETING HAS A MORE PROFESSIONAL TOUCH B2B CUSTOMERS PREFER LONGER CONTENT HYPER PERSONALISED MARKETING TACTICS WORK FOR B2B EMOTIONAL V/S LOGICAL COMMUNICATION WITH RESPECT TO ADVERTISING AND COMMUNICATION:
  28. 28. B2B MARKETING HAS A MORE PROFESSIONAL TOUCH B2B CUSTOMERS PREFER LONGER CONTENT HYPER PERSONALISED MARKETING TACTICS WORK FOR B2B EMOTIONAL V/S LOGICAL COMMUNICATION
  29. 29. The B2B market is more interested in the usefulness that the product will have for their customers and in the technical specifications. They are knowledge seekers that want detailed descriptions, especially about the materials used in the product. Therefore, more technical jargon may be used effectively in B2B marketing. However, the B2C market requires the use of layman’s language which can be easily understood. MilMila.com offers detailed product descriptions of all items available in the B2B marketplace. Product demos are also provided with the help of clear videos.
  30. 30. B2B MARKETING HAS A MORE PROFESSIONAL TOUCH B2B CUSTOMERS PREFER LONGER CONTENT HYPER PERSONALISED MARKETING TACTICS WORK FOR B2B EMOTIONAL V/S LOGICAL COMMUNICATION
  31. 31. While short blog posts and articles continue to attract subscribers, B2B buyers are looking for more depth and value than a simple 500 word post can provide. While short posts may continue to generate significant traffic, they tend to have a shorter lifespan. However, B2C consumers are attracted to shorter, engaging and interesting content that catches their eye. When it came to promoting its upgraded cyber security services, Cisco could have gotten away with an infographic or a blog post about internet safety. Instead, the company decided to stand out by producing a graphic novel on the same topic. Why It Works This concept works because it’s so unique. No one associates cyber security with graphic novels. It’s the perfect hook. People who read the comic could be so engaged in the hijinks of SuperSmart that they would barely realize Cisco was trying to sell them on a service.
  32. 32. B2B MARKETING HAS A MORE PROFESSIONAL TOUCH B2B CUSTOMERS PREFER LONGER CONTENT HYPER PERSONALISED MARKETING TACTICS WORK FOR B2B EMOTIONAL V/S LOGICAL COMMUNICATION
  33. 33. B2B purchases are highly specific and niche-driven. This means that B2B marketers have to use tools like predictive analysis to formulate personalised profiles that they need to target systematically. B2C marketing, however, tends to be broader and can be directed towards specific groups of people like “new-age moms” or “senior citizens”. Business continuity and disaster recovery solution provider Datto, Inc. hosts regular roadshows throughout the country and wanted to prominently promote them on the website without creating a distraction for visitors who aren’t located near the roadshow location. The Datto team leveraged geo-targeted event promotions. Datto targeted website visitors that are within a hundred miles of an upcoming roadshow location to promote the event and encourage attendance.
  34. 34. B2B MARKETING HAS A MORE PROFESSIONAL TOUCH B2B CUSTOMERS PREFER LONGER CONTENT HYPER PERSONALISED MARKETING TACTICS WORK FOR B2B EMOTIONAL V/S LOGICAL COMMUNICATION
  35. 35. B2C marketing is more emotional and focuses on the benefits of the product whereas B2B marketing is more logical and focuses on the knowledge and return on investment. Consider this: My product is lotion. My lotion will moisturize the skin and relieve itching skin. If I have a B2B client, they will be most interested in the feature of the client which is moisturizing the skin. If I have a B2C client, they will be most interested in the benefit which is relief of itching skin.
  36. 36. Now that we understand the key differences between B2B and B2C marketing, let us analyse its dos and donts…
  37. 37. B2B MARKETING DO’S AND DONT’S
  38. 38. DO’S Prioritise measurable objectives Rather than focusing solely on diagnostics such as database size or lead scores, you should use them as means of objective measurement of activity and potential conversion through stages of customer lifecycle. For example, if you are attracting a lot of prospects, you will focus on qualifying their receptiveness for potential conversion, nurturing their engagement through expert content presentation (within your industry) and acquisition of new ones. Articulate your business in a customer focused way Relationship construction is crucial for successful B2B marketing management so you should implement an outside-in perspective when structuring your campaigns. The holy grail of marketing is being able to articulate offers to customers not as sales but as means to reach their preferred ends (because a customer essentially does not want a drill, they want a hole). An outside-in perspective, i.e. examination of your target audience will provide insights on what to focus on. Target your customer segmentation Proper allocation of investment (of time, money and personnel), as well as the efficiency of your overall marketing endeavors, depends on the determination of segment characteristics in your target customers. Such results are obtained by data collection, analysis as well as interaction. The more informed you are of your potential buyers, the more you will be able to answer their particular needs. Perform content marketing In order to make your customer more knowledgeable about your business and its products as well as services that accompany it (post-sales support, technical consultation, etc.) you should implement content marketing strategies. Identify and align content with regard to all of the stages of the custom journey and present it through the implementation of effective tactics – such as social media, in-person communication, blogs, newsletters, etc. Share your knowledge and a few trade secrets with your customers As relations between a customer and the provider in B2B marketing resemble a partnership, it is advisable to let your prospects know what and how you are doing the things they require. Sharing some trade secrets will convince your customers of your expertise and competence. Presenting content (such as webinars, courses or ebooks) should be free because it builds the most positive relationship with prospects. Your target customers are not willing to perform these operations and processes by themselves, but they want to be well informed in matters of their investment
  39. 39. DONT’S Rush with your customers Creating an instantaneous network of customers is not only virtually impossible nowadays but it is also not sustainable if there is no substance in your business. Instead of chasing buyers, take time and focus on building a comprehensive union of expertise, skilled employees and targeted marketing strategies for diverse stages of customer lifecycle which will be based on thorough examination and analysis of the current market. Pretend you have products you cannot offer Do not employ traditional tactics such as deceiving prospect regarding the products or services you offer. Bear in mind that amount of customers is not endless; if you prove to be a fraud (in any sense) you will lose not only your existing prospects, leads and customers but also the chance to bring in new ones (word of mouth travels fast). Copy competition The quality of service and expertise, as well as the realization of projects, is what differentiate you from competition. Claiming to have something better than your competition or copying their successful endeavours will most likely result in mediocre products and services as well as inconsistency in realization – in other words, it will bring more trouble than profit. Overdo marketing Social media in B2B marketing serves as a discussion platform not the presentation of useless information. Hence, your content marketing should promote your products and services but not advertise them – content must be built as niche-oriented and customer-focused. Form a comprehensive and all-encompassing marketing strategy with specific objectives every step of the way but make sure you are subtle and useful in your endeavours towards prospect. Overdo with data A massive amount of data which does not have applicable properties and actual value is completely useless. Determine which activities need to be monitored and documented and why. In other words, choose metrics that will be beneficial in the realization of your objectives. Do not collect data for its sake (it is time and finance consuming as well as utterly pointless).
  40. 40. EXAMPLE OF SUCCESSFUL B2B MARKETING STRATEGY
  41. 41. AMEX
  42. 42. AMEX Need: As big business continues to take over the retail and service landscape across the nation, ‘mom and pop’ shops that were once American staples, have faded from the mainstream. In such a landscape, running a small business has become harder than ever before; in fact, 22% of American small businesses fail within the first year. Campaign strategy: • AMEX’s OPEN card (a financial solution for small businesses) started the OPEN forum: A strategic, online campaign geared specifically toward the small business population, which provides business owners with the necessary tools and insight to build, grow, and sustain their businesses. • Through OPEN forum’s unique online platform and social media accounts, users can access relevant, useful content such as blog posts, videos, and ‘how-to’ guides, filled with tips, tricks and best practices for small business success. AMEX has also created the “Idea Hub”, a forum that allows members to network and share ideas with each other and industry experts. • AMEX OPEN then launched the “Big Break for Small Business” campaign, a national competition that challenged participants to tap into the power of social media to grow their businesses. Teaming up with Facebook, AMEX provided participants with the tools a needed to build a killer social media presence. • Winning contestants walked home with the grand prize: $25,000 and the opportunity to network with the social media professionals from AMEX and Facebook. • The campaign boasted over 12,500 entries, which were then narrowed down to ten finalists by a panel of expert judges. From there, the finalists enlisted the help of their social networks to garner votes in the form of ‘likes’ and ‘shares’. Altogether, the campaign garnered nearly 57,000 votes (45% of which were generated through organic traffic). Through the big break program, AMEX experienced a 78% increase in PR impressions from the year before.
  43. 43. AMEX Why it worked: 1. Incentivized their target audience, small businesses, to interact with their brand. 2. Demonstrated their commitment to their customers and prospects. Through OPEN forum and the big break campaign, AMEX was able to foster deep engagement with their audience and create a community where their consumers felt enabled to succeed.
  44. 44. FOR A SUCCESSFUL STRATEGY, WE NEED TO FOLLOW CERTAIN PRINCIPLES. SO WHAT ARE THE KEY MARKETING PRINCIPLES FOR A B2B BRAND?
  45. 45. B2B MARKETING PRINCIPLES SMART GOALS KNOW YOUR AUDIENCE BE CONSISTENT AND CREDIBLE CREATE VALUE UTILIZE TECHNOLOGY SOCIAL LISTENING VISUAL ASSETS SEO OPTIMISATION PAID SOCIAL LEAD CAPTURING MEASUREMENT AND IMPROVEMENT INFLUENCER IMPACT
  46. 46. B2B MARKETING PRINCIPLES SMART GOALS KNOW YOUR AUDIENCE BE CONSISTENT AND CREDIBLE CREATE VALUE UTILIZE TECHNOLOGY SOCIAL LISTENING VISUAL ASSETS SEO OPTIMISATION PAID SOCIAL LEAD CAPTURING MEASUREMENT AND IMPROVEMENT INFLUENCER IMPACT
  47. 47. SMART GOALS Specific Aim your marketing campaigns towar d the people who most want to hear from you Measurable Identify goals and assign numbers to them. When a goal is measurable, you can set milestones to help track your progress Achievable Establish metrics that are realistic, motivating and achievable Relevance Make sure the goals you set are relevant given the resources you have available as well as internal and external constraints. Time Sensitive Every viable goal need to have a deadline but also have a way to track progress quaterly In many ways, this acronym sums up the modern movement in marketing as the entire field becomes more data-driven and focused in its strategies. Every great B2B marketing campaign today starts with proper planning and groundwork. Embracing the principles of SMART is how we can prove our value.
  48. 48. SMART GOALS In attempting to engage a challenging audience, asset management firm J.P. Morgan put together an extensive blueprint that focused on reaching financial advisors with specific messaging at different stages of the customer journey. Measured results: 20% increase in on-site conversions 200% engagement rates compared to bechnmarks Ten fold growth in financial advisors followers These results reflected successful achievement of clear objectives . Software solution provider NICE had a set of goals in mind: build awareness of its back- office solutions, engage high-level decision- makers, and generate more leads. They formulated a strategy around eBooks with high relevance to their target audience, promoting them with LinkedIn ads. They blew away their projected leads and had salespeople follow through with timely InMails to push those leads forward. These clearly helped them achieve the desired goals.
  49. 49. B2B MARKETING PRINCIPLES SMART GOALS KNOW YOUR AUDIENCE BE CONSISTENT AND CREDIBLE CREATE VALUE UTILIZE TECHNOLOGY SOCIAL LISTENING VISUAL ASSETS SEO OPTIMISATION PAID SOCIAL LEAD CAPTURING MEASUREMENT AND IMPROVEMENT INFLUENCER IMPACT
  50. 50. KNOW YOUR AUDIENCE B2B marketing basics are all about understanding your audience, but in this case, it’s about more than just one person. It means learning about and getting your message across to an entire team. You’ve got multiple audience segments to consider, all of which play a critical role in the buying process. If you don’t start by identifying and defining those segments, you could waste countless hours sending the wrong message to the wrong people.
  51. 51. KNOW YOUR AUDIENCE – STEP I Typically, B2B buying involves roughly 3-5 different departments But this can also vary by company type and industry
  52. 52. Generating demand for your B2B service or products requires knowing how these different departments work together to decide on purchases, and who the individual personas are that influence those decisions. The best way to do this is by researching the firmographics of your target market and building personas for each of your audience segments. What is filmographics? In the B2C world, demographics hold the biggest weight when it comes to defining a key audience. Age, gender, location, race, and so on all play a role in creating a buyer’s persona. In the B2B world, on the other hand, firmographics are king. Firmographics are customer profiles that define attributes of a prospective business. These attributes might involve annual company revenue, acquisition cost, purchase size, sales cycles, and so on. NOTE: The challenge is to get information on these variables. Tools like Datanyze, ZoomInfo and LinkedIn Sales Navigator can give a clear idea of the people or teams involved. KNOW YOUR AUDIENCE – STEP I
  53. 53. KNOW YOUR AUDIENCE – STEP II Now that you have a better understanding of the big picture of your core audience, it’s time to break them down into individual buyer personas. This will allow you to create highly customized marketing messages to address their needs. A typical buyer persona looks something like this
  54. 54. Based on this persona, we can build a content strategy, craft topics, and improve our marketing efforts when reaching out to potential buyers. When creating your personas, it’s important to focus on facts and research. This process should not be complicated but it should be insightful. KNOW YOUR AUDIENCE – STEP II Here’s another example of a buyer persona created based on firmographics or other attributes learnt during research
  55. 55. KNOW YOUR AUDIENCE – STEP III Once you have a grasp on your buyer persona, the next step is to identify the buyer’s journey and how your brand can solve their core problems. Create a strategy on how to reach them. If you can walk each of your personas through their own unique purchasing journey, you should see much better marketing ROI. The typical buyer’s journey looks something like this Marketing for each buyer’s journey involves addressing each persona’s needs and concerns.
  56. 56. KNOW YOUR AUDIENCE Engaging C-level executives is never easy, but in promoting its IoT- enabled EcoStruxure system, Schneider Electric took advantage of LinkedIn’s deeper targeting features to refine audience segments, conveying specific benefits to acute subsets. Headlines that spoke directly to the needs of recipients helped produce strong open and clickthrough rates .
  57. 57. B2B MARKETING PRINCIPLES SMART GOALS KNOW YOUR AUDIENCE BE CONSISTENT AND CREDIBLE CREATE VALUE UTILIZE TECHNOLOGY SOCIAL LISTENING VISUAL ASSETS SEO OPTIMISATION PAID SOCIAL LEAD CAPTURING MEASUREMENT AND IMPROVEMENT INFLUENCER IMPACT
  58. 58. BE CONSISTENT AND CREDIBLE Marketing across all channels – from paid advertising to sales letters, from websites to face- to-face presentations – should support your brand positioning and consistently repeat the same key statements about who you are, what you do, and how you do it better than anyone else. Business prospects need to trust and believe you to recommend you or buy from you. Back up your marketing claims with case studies, testimonials, and statistics to establish credibility and position your company as a trusted provider.
  59. 59. B2B MARKETING PRINCIPLES SMART GOALS KNOW YOUR AUDIENCE BE CONSISTENT AND CREDIBLE CREATE VALUE UTILIZE TECHNOLOGY SOCIAL LISTENING VISUAL ASSETS SEO OPTIMISATION PAID SOCIAL LEAD CAPTURING MEASUREMENT AND IMPROVEMENT INFLUENCER IMPACT
  60. 60. When it comes to attracting and retaining B2B customers, the biggest push is on creating value. We know B2B customers buy value – in the form of convenience, simplicity or integration. But what exactly is value and is it something that can be created? Let us first understand the different areas of customer buying behaviour. CREATE VALUE
  61. 61. CUSTOMER BUYING BEHAVIOUR Response The knowledge that someone understands your problem and is ready to solve it Quality A consistent formula that results in well- made products or services that help the customer achieve their goal(s) Service The ability to clearly spell out the details while eliminating all of the risk (or perceived risk) Time The product or service is dependable, has a sensible learning curve, demonstrates clear return on investment in a shorter period Price An assigned value that’s clear, practical and competitive But here’s the issue – B2B customers aren’t going to tell you what they want. It’s possible that they don’t even know, or can’t articulate it in a way that you can easily turn it into a solution. They don’t have the time, expertise or desire to do so.
  62. 62. CREATE VALUE Response Quality Service Time Price Each factor can be defined. Which means it can be measured. And when Value is measured in terms of its importance to customers, it can be managed, improved, and delivered in ways that will motivate customers to buy.
  63. 63. B2B MARKETING PRINCIPLES SMART GOALS KNOW YOUR AUDIENCE BE CONSISTENT AND CREDIBLE CREATE VALUE UTILIZE TECHNOLOGY SOCIAL LISTENING VISUAL ASSETS SEO OPTIMISATION PAID SOCIAL LEAD CAPTURING MEASUREMENT AND IMPROVEMENT INFLUENCER IMPACT
  64. 64. One exciting thing about digital marketing is that it is always changing. There is always a new strategy to test or a new update that makes you question what you thought you knew. B2B marketers likely sense this pressure in a unique way, as they often find they can’t utilize all of the same channels that B2C marketers use (e.g., Snapchat might not be the best place to find a B2B lead), but they still want to be just as relevant and in front of their buyers. Here are a few areas where B2B marketing is flourishing and should continue to focus on in the next few years. UTILIZE TECHNOLOGY
  65. 65. B2B MARKETING PRINCIPLES SMART GOALS KNOW YOUR AUDIENCE BE CONSISTENT AND CREDIBLE CREATE VALUE UTILIZE TECHNOLOGY SOCIAL LISTENING VISUAL ASSETS SEO OPTIMISATION PAID SOCIAL LEAD CAPTURING MEASUREMENT AND IMPROVEMENT INFLUENCER IMPACT
  66. 66. Social listening is sometimes called social monitoring and consists of making a concentrated effort to see what potential and current customers are saying about your brand, products, or industry, online. Social media is the focus, but many search tools, like SocialMention.com (which is free) also can incorporate results from discussion boards, like Quora and Reddit, as well as blog results. SOCIAL LISTENING
  67. 67. Why is social listening important for B2B marketers? SOCIAL LISTENING It allows them to see that brand sentiment that may not come across in official surveys or feedback forms It gives them an opportunity to fix issues and address customer frustrations It can supply valuable content ideas It allows brands to get into the online conversation Brands can track what listening strategy competitors are using online
  68. 68. For example take this tweet from SEO consultant, Steve Scott SOCIAL LISTENING He uses the hashtag #semrush instead of tagging the username @semrush. The SEMrush team is very active on social media but hadn’t responded to this tweet at the time of this writing. This instance could be a missed opportunity to save this tweet as a testimonial and to thank Steve for his recommendation.
  69. 69. B2B MARKETING PRINCIPLES SMART GOALS KNOW YOUR AUDIENCE BE CONSISTENT AND CREDIBLE CREATE VALUE UTILIZE TECHNOLOGY SOCIAL LISTENING VISUAL ASSETS SEO OPTIMISATION PAID SOCIAL LEAD CAPTURING MEASUREMENT AND IMPROVEMENT INFLUENCER IMPACT
  70. 70. Statistics show that people are far better at remembering pictures or watching videos than words. It goes without saying that when you’re scrolling through a website, SERP, or social media feed, poppy images are going to catch your eye more than blocks of text. So it isn’t hard to see why fetching visuals are fundamental elements of high-performing B2B campaigns. VISUAL ASSETS
  71. 71. VISUAL ASSETS Live video use Facebook Live or the Hangouts on Air feature on YouTube to conduct interviews, speak about industry topics, or talk about new product releases Virtual Reality Have 3D virtual tours of all meeting spaces which is perfect for potential clients to get a better feel of the place Thought leadership Invest in creating more video content that is easily consumable and may be more engaging for your audience Infographics This form of content complements a text- based summary elegantly and lets users choose which way they want to consume the information
  72. 72. VISUAL ASSETS Lets understand this with a few examples SlideShare is a popular platform for drawing in readers with visually appealing slides that bring copy and statistics to life. Toshiba created a SlideShare account and started running ads as business slides, adding some color to a topic they were struggling to energize (sustainable “smart communities”). In conjunction with an aesthetically vivid Showcase Page, Toshiba was able to dramatically boost engagement and lead conversions.
  73. 73. VISUAL ASSETS Sappi, which is a global company that produces chemical cellulose, paper pulp, and other paper products in over 100 countries. They have several different videos on their YouTube channel with millions of views. This one is an overview of how paper is made. While this video also is interesting for consumers, it’s useful from a B2B standpoint because it shows thought leadership. Think about it—would a potential prospect decide to work with a company who has a useful YouTube channel like Sappi, or a company with barely any online presence at all? Of course, a lot goes into a decision maker’s choice to pick one company over another, but for many, a creative online presence goes a long way.
  74. 74. B2B MARKETING PRINCIPLES SMART GOALS KNOW YOUR AUDIENCE BE CONSISTENT AND CREDIBLE CREATE VALUE UTILIZE TECHNOLOGY SOCIAL LISTENING VISUAL ASSETS SEO OPTIMISATION PAID SOCIAL LEAD CAPTURING MEASUREMENT AND IMPROVEMENT INFLUENCER IMPACT
  75. 75. SEO OPTIMISATION Social media is one part of the puzzle, but companies also must make sure that they are visible on search engines, especially when it comes to prioritised keywords and initiatives. Competition for many terms is is reaching such heights that B2B marketers must get creative in order to keep appearing in results.
  76. 76. SEO OPTIMISATION B2B Internet marketers need new content to enforce and build upon keyword strategies, acquire links, and attract attention in social media.
  77. 77. SEO OPTIMISATION ExactTarget showed some serious SEO savvy in 2014 by creating a State of Marketing report and then supporting it with cross-channel assets, tons of inbound links from authoritative sources, and easy shareability. Ragan’s Healthcare Communication News picking up and publicly thanking the organization (linking to their Google+ account) for a valuable piece of content shared.
  78. 78. B2B MARKETING PRINCIPLES SMART GOALS KNOW YOUR AUDIENCE BE CONSISTENT AND CREDIBLE CREATE VALUE UTILIZE TECHNOLOGY SOCIAL LISTENING VISUAL ASSETS SEO OPTIMISATION PAID SOCIAL LEAD CAPTURING MEASUREMENT AND IMPROVEMENT INFLUENCER IMPACT
  79. 79. PAID SOCIAL Achieving organic reach on social media is great, but in many cases a paid boost is necessary to gain visibility against competitors and ensure targeted reach. With the right message, oriented toward the right audience, you can get plenty of bang for your buck and score serious ROI.
  80. 80. PAID SOCIAL MarketShare is in the business of big data and analytics, so the company had a particular appreciation for LinkedIn’s extensive targeting parameters, which they used to pinpoint marketing executives at larger companies through Display Ads. The campaign’s CTR ended up doubling internal expectations, and MarketShare was able to generate many leads in new verticals. Many of the best paid social strategies incorporate multiple ad formats, as Seed Equity did in efforts to raise awareness for a new crowdfunding platform for startups. With a combination of Sponsored Content and Dynamic Ads, the registered broker dealer saw explosive gains in investor signups and Company Page follows while cruising past engagement benchmarks.
  81. 81. B2B MARKETING PRINCIPLES SMART GOALS KNOW YOUR AUDIENCE BE CONSISTENT AND CREDIBLE CREATE VALUE UTILIZE TECHNOLOGY SOCIAL LISTENING VISUAL ASSETS SEO OPTIMISATION PAID SOCIAL LEAD CAPTURING MEASUREMENT AND IMPROVEMENT INFLUENCER IMPACT
  82. 82. LEAD CAPTURING Anyone who works with a sales funnel understands the importance of keeping the top end filled with potential opportunities. Social media channels are among the best places to do this in a cost-effective manner. The best social lead gen campaigns are those that combine quantity and quality, aiming for not only volume but relevance as well.
  83. 83. LEAD CAPTURING Frustrated with the expense of acquiring leads through social media, research group Info-Tech turned up the targeting to sharpen its scope, and continually optimised all aspects of its content. As a result, they drastically reduced CPLs and captured a fantastic 42% click-to- conversion rate, while yielding 90% qualified leads for specific titles.
  84. 84. B2B MARKETING PRINCIPLES SMART GOALS KNOW YOUR AUDIENCE BE CONSISTENT AND CREDIBLE CREATE VALUE UTILIZE TECHNOLOGY SOCIAL LISTENING VISUAL ASSETS SEO OPTIMISATION PAID SOCIAL LEAD CAPTURING MEASUREMENT AND IMPROVEMENT INFLUENCER IMPACT
  85. 85. MEASUREMENT AND IMPROVEMENT Initially, creation of a campaign is based on informed guesswork. We don’t really know what is going to work until the content goes live and we can gauge the way people are responding to it. This is why continual tweaking is critical. Optimising on the fly can dramatically bolster your final results, and those who leave out this component are doing themselves a disservice. In the age of metrics for measuring everything, applying insights from campaign data has never been easier.
  86. 86. MEASUREMENT AND IMPROVEMENT In order to get the most out of its ad spend, ConnectWise implemented a conversion-tracking tool on LinkedIn and monitored every element of its Sponsored Content, specifically zeroing in on CTAs to see which ones were proving effective. Based on this information, they swapped in top performers to ensure maximum ROI.
  87. 87. B2B MARKETING PRINCIPLES SMART GOALS KNOW YOUR AUDIENCE BE CONSISTENT AND CREDIBLE CREATE VALUE UTILIZE TECHNOLOGY SOCIAL LISTENING VISUAL ASSETS SEO OPTIMISATION PAID SOCIAL LEAD CAPTURING MEASUREMENT AND IMPROVEMENT INFLUENCER IMPACT
  88. 88. INFLUENCER IMPACT Contemporary marketers are increasingly harnessing the power of influencers. The recognition factor weighs heavily, so when you pinpoint the right person with a message that aligns with their audience, engagement levels can skyrocket. Influencers are particularly powerful on LinkedIn, where members are already following and consuming their content heavily.
  89. 89. INFLUENCER IMPACT Influencers don’t necessarily need to come from outside of your company. In Shell’s case, they took advantage of the expertise of Climate Change Adviser and blogger David Hone in order to convincingly communicate their message on tackling energy issues. Placing him at the forefront of an informational campaign, Shell crushed expectations for impressions and engagement.
  90. 90. POST ANALYSING THESE BEST PRACTICES IN DEPTH, LET US NOW UNDERSTAND WHAT IS THE FUTURE OF B2B?
  91. 91. In the era of big data, artificial intelligence and rapid innovation, change is the only constant. While marketing has without a doubt gone digital, we are simultaneously seeing a revival in human-centric thinking — a shift toward catering to individuals with deeper empathy and care, though now at scale.
  92. 92. LETS TAKE A LOOK AT TWO PEOPLE: Person A is the CMO at a Fortune 500 company. He’s focused on increasing conversion rates, optimizing advertising spend, increasing ARR by whatever lofty percentage came up the year before, and a handful of other business-focused tasks, projects, and goals. Person B is an avid lover of yoga and fantasy football. He hasn’t missed a yoga class in weeks, consistently finishes in the top 3 in his office fantasy league, spends more time than she’ll likely admit scrolling through Pinterest, and loves nothing more than curling up with a good book.
  93. 93. Guess what… These two different people aren’t actually two different people at all.
  94. 94. That big-time, corporate CMO you’ve been trying to reach also loves fantasy sports, yoga, and scrolling through Pinterest looking for vegan recipes.
  95. 95. What does this mean from a marketing point of view?
  96. 96. B2B marketing doesn’t only exist on LinkedIn between the hours of 9am and 5pm. It doesn’t matter if that CMO is in suit-and-tie mode during the week, or lounging in a hoodie on the weekend. The bottom line is this… They’re still humans. And because of this, you need to market to them in a human way.
  97. 97. H2H (HUMAN TO HUMAN) IS THE NEW NORMAL Whether you’re on the B2B side or the B2C side, at the end of the day it all comes down to humans. For that reason, you should always be thinking from a H2H perspective. Human to human marketing is going to be at the root of everything you do.
  98. 98. B2B àH2H We also need to understand how our audience is changing and why it is necessary for us to adapt to H2H marketing When newly minted Millennial who advise on–or make–B2B purchases as part of their daily duties, they tend to respond to marketing that is similar to consumer marketing. They look for believable data points that prove a B2B product’s ease- of-use, as well as believable information that feels customized and even conversational. A human intimate connect will appeal to them more over data driven jargons. Regardless of what business or technology you represent, these modern customers expect brands to recognize them as individuals.
  99. 99. Maybe you are targeting that CMO of a Fortune 500 company. Maybe you’re targeting Jim Working Man from the next town over. Maybe it’s a university student obsessed with fashion influencers. Maybe you’re just targeting an office manager from a local paper company. Four very different people, yet still four humans. At the root of any marketing campaigns you run, one of your goals is going to be educating your audience on what you’re offering and why they should want it. No matter what role they fill, what social status they hold, or what they like to do on their Saturdays, they’re still going to have certain questions that need to be answered. If you can answer these questions, you’re going to set yourself up for success, whether you’re in B2B, B2C, ABC, or 123.
  100. 100. Humans connect with humans. Even if you’re business is looking to close a deal with another business, the conversations are still going to take place between real people. If you can build that meaningful connection initially, you’re going to be in a much better spot. But how do you build these connections? Create content Your audience is unique. You need to build an in-depth understanding of what content they want and what they look for. Research and ask You need to understand what your audience wants, and then understand how to get it to them. This isn’t a B2B concept. It’s not a B2C concept. It’s a H2H requirement. Sales + marketing = smarketing Uniting these two teams also translates to collaboration opportunities that ultimately benefit the customer with a more personalized approach
  101. 101. SO WHAT ARE THE PRINCIPLES FOR H2H MARKETING?
  102. 102. H2H MARKETING PRINCIPLES ENGAGEMENT IS THE NEW FORM QUALITY IS MORE IMPORTANT THAN QUANTITY A RENEWED FOCUS ON STORYTELLING BECOME THE TRUSTED ADVISOR FUTURE CUSTOMERS COME FROM A COMMUNITY
  103. 103. H2H MARKETING PRINCIPLES ENGAGEMENT IS THE NEW FORM QUALITY IS MORE IMPORTANT THAN QUANTITY A RENEWED FOCUS ON STORYTELLING BECOME THE TRUSTED ADVISOR FUTURE CUSTOMERS COME FROM A COMMUNITY
  104. 104. ENGAGEMENT IS THE NEW FORM What we write is often more formal than how we actually speak. We try to be perfect and avoid mistakes and, in the process, we end up sounding more like a robot than a human. Stop trying to be perfect and communicate like an actual human With H2H, engagement is a better way to measure success to see if the right people matching your ideal customer profile are interested in your company's offering.Look beyond a form fill or content download and use the data in your customer relationship management (CRM) tool to find other touch points of engagement.
  105. 105. H2H MARKETING PRINCIPLES ENGAGEMENT IS THE NEW FORM QUALITY IS MORE IMPORTANT THAN QUANTITY A RENEWED FOCUS ON STORYTELLING BECOME THE TRUSTED ADVISOR FUTURE CUSTOMERS COME FROM A COMMUNITY
  106. 106. Tracking meaningful conversations is much more important than the number of cold calls and email blasts your team does every week. The future of H2H focuses on new ways to get in front of your target buyer. Humor is nearly always welcome. You can add humor to your website, product descriptions, social media posts, or your blog. QUALITY IS MORE IMPORTANT THAN QUANTITY NOTE: Instead of having sales reps leave countless voicemails for prospects, there are a ton of marketing technology solutions to leave a personalized message. Tools like Vidyard for 1:1 videos and Drift for online chat.
  107. 107. H2H MARKETING PRINCIPLES ENGAGEMENT IS THE NEW FORM QUALITY IS MORE IMPORTANT THAN QUANTITY A RENEWED FOCUS ON STORYTELLING BECOME THE TRUSTED ADVISOR FUTURE CUSTOMERS COME FROM A COMMUNITY
  108. 108. With H2H marketing, it's about creating a compelling narrative, a story that people will actually care about. It's extremely rare to get people to care about your brand unless you already have a certain amount of prestige associated with your company. Crafting a story that makes people care about what you're selling will have a much stronger impact. A RENEWED FOCUS ON STORYTELLING
  109. 109. H2H MARKETING PRINCIPLES ENGAGEMENT IS THE NEW FORM QUALITY IS MORE IMPORTANT THAN QUANTITY A RENEWED FOCUS ON STORYTELLING BECOME THE TRUSTED ADVISOR FUTURE CUSTOMERS COME FROM A COMMUNITY
  110. 110. In the modern digital world, it's so difficult for a salesperson to break through the noise. To truly make a connection, salespeople have to assume the role of a consultant or trusted advisor. Marketers can support sales by serving up content-e-books, white papers, webinars, blogs, you name it-to help create thought leadership for the brand. BECOME THE TRUSTED ADVISOR
  111. 111. H2H MARKETING PRINCIPLES ENGAGEMENT IS THE NEW FORM QUALITY IS MORE IMPORTANT THAN QUANTITY A RENEWED FOCUS ON STORYTELLING BECOME THE TRUSTED ADVISOR FUTURE CUSTOMERS COME FROM A COMMUNITY
  112. 112. Across an array of industries, there's a focus on building a community of like-minded individuals. Your community will be bigger than your current customer base, and the more humans that are part of that community, the more opportunities you'll create for marketing and sales. FUTURE CUSTOMERS COME FROM A COMMUNITY
  113. 113. A FEW MARKETING TECHNIQUES FOR B2B BRAND COMMUNICATION
  114. 114. BUSINESSES DON’T HAVE EMOTION. HUMANS DO. HUMANS WANT TO BE A PART OF SOMETHING BIGGER THAN THEMSELVES HUMANS WANT TO FEEL SOMETHING HUMANS WANT TO BE INCLUDED HUMANS WANT TO UNDERSTAND
  115. 115. BUSINESSES DON’T HAVE EMOTION. HUMANS DO. We are aware that automated, generic, unclear email campaigns do virtually nothing for businesses. That’s because people feel like they’re one of millions being spoken to, and that the voice speaking to them is a robotic one. If someone takes the time out to get to know you, to tailor a product to you, anything that will make you feel special, you’d be far more likely to interact with them.
  116. 116. If you can relate a product to a group of people so well that they feel they have a tangible human connection to it, then you know you have succeeded. When someone is made to feel that way by a business, they’re likely to permanently praise and endorse it by using the same human, emotion-based tactics that worked for them originally (we all want to be referred, right?). HUMANS WANT TO BE A PART OF SOMETHING BIGGER THAN THEMSELVES
  117. 117. We watch comedies to laugh, they make us feel better We book holidays because we remember we enjoy going on holiday. This nostalgic association can be combined with the notion of scarcity to create a formidable marketing technique. Some things can only really be felt when seeing or hearing about it from others. HUMANS WANT TO FEEL SOMETHING
  118. 118. You probably didn’t care about watching ‘Game of Thrones’ until Jay from work, Tina from down the road, and your old university lecturer all told you how good it was. But the opinion of those you trust is far more important than what some guy told you in a blog, right? HUMANS WANT TO BE INCLUDED
  119. 119. Wattage, broadband speed, horsepower… All things I hear all the time but don’t really understand. But if it was explained to me by a friendly face, in the simplest way possible, then not only would I understand it, I would tell others about it. As a byproduct, I would also be far more likely to return to this person if I struggled to understand something else. It’s a need to understand and to feel included. It’s simple really, or at least it should be. HUMANS WANT TO UNDERSTAND
  120. 120. B2B BRANDS USING H2H APPROACH
  121. 121. Marketing platform for small businesses One strategy is to find connections between your brand and concepts that anyone can wrap their head around. This can take on many forms, whether it’s a simple analogy to everyday life that sticks or more literally comparing the relationship of your company’s many parts to that of the human body. It’s about reframing your business proposition in a simple, easy-to-understand perspective. A brilliant campaign that follows this philosophy comes from MailChimp. By equating marketing automation with a second brain, the understanding of what they offer is instantaneous and transcends their core email marketing solution. The campaign communicates the company’s benefit to the individual in a relatable, human way. And, who wouldn’t want a second brain? In this case, MailChimp isn’t the victor; it’s the savvy business owner who decided to invest in a second brain!
  122. 122. Goldman Sachs ’Progress Campaign’ is one of the brands who took a storytelling approach. By celebrating the leaders of the cities and businesses in the firm’s investment portfolio, what could be a boring case study becomes as interesting as a short film. Those stories will drive authentic curiosity and interest among prospects. They will want to learn more! The dominance of the form-fill as your marketing campaign’s primary goal is outdated; instead, focus on making an emotional connection with your customers, and the customer information will follow. Leading investment management firm
  123. 123. The company provides links to free ebooks, customizable templates and strategy workbooks for their customers (marketers) to learn more about the marketing discipline and do their jobs more efficiently. Looking at the numbers, this resonates. With over 400,000 subscribers and 4.5 million monthly visitors, the HubSpot blog has become the go-to resource for all things inbound marketing.
  124. 124. Howl!

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