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Mr Know It All: Brainy B2B Brands for a Social, Mobile World
1. Mr. Know It All!
Brainy B2B Brands for a
Social, Mobile Planet!
!
2. âBrainy B2B Brands for a Social, Mobile Planetâ!
2!
B2B brand marketers are in the information business.!
Be in the right place!
At the right time!
With the right information.!
3. David Smith!
3!
Creative Director, McClenahan Bruer!
david@mcbru.com!
@davidtweets!
!
McClenahan Bruer, or McBru to our
friends, is a full-service, integrated tech
B2B marketing agency. Itâs all we do,
so we do it extremely well. We sharpen
strategy. We build, deploy and ride
herd on programs. We scrutinize
results to build a springboard to even
better results.!
!
Strategy + creativity + innovation.
Thatâs how we add up.!
!
www.mcbru.com!
!
4. @davidtweets
 at
 #wvpdx
Â
âBrainy B2B Brands for a Social, Mobile Planetâ!
oâŻMOBILIZE AND SOCIALIZE!
â˘âŻ Optimize email for smartphones!
â˘âŻ Start adapting web/content assets for tablets!
â˘âŻ Use the lure of video!
â˘âŻ Build and leverage social peer power!
â˘âŻ Centralize planning and expertise!
4
Â
Be in the right place!
At the right time!
With the right information.!
5. @davidtweets
 at
 #wvpdx
Â
Be in the right place!
5!
Events!
Direct sales!
Channel!
Website / Email!
Mobile + Social Media!
!
!
!
!
!
!
In-Person! Online!
Limited time!
Always on!
6. @davidtweets
 at
 #wvpdx
Â
At the right time â across the sales cycle!
6
Â
Digital
 Evolu4on
 of
 B2B
 Marke4ng,
 CEB
 2012
Â
7. @davidtweets
 at
 #wvpdx
Â
With the right information!
7
Â
oâŻHIGH QUALITY ANSWERS FROM YOUR â¨
COMPANYâS EXPERTS!
oâŻEASY, RIGHT?!
8. @davidtweets
 at
 #wvpdx
Â
B2B buyers want all the information!
8
Â
2013
 B2B
 Content
 Preferences
 Survey,
 Demand
 Gen
 Report
Â
âWhen
 asked
 about
 overall
 value,
 three
 formats
 stand
Â
out
 in
 2013:
 white
 papers,
 E-Ââbooks
 and
 webinars.â
Â
9. @davidtweets
 at
 #wvpdx
Â
What B2B marketers offer!
9
Â
Top Tactics!
Social media (other than blogs)!
Articles on own website!
eNewsletters!
Blogs!
Important Tactics!
Case studies!
Videos!
Articles on other websites!
In Person Events!
White Papers!
2013
 Content
 Marke4ng
 Benchmarks,
 CMI
 and
 Marke4ngProfs
Â
10. The Impact of Mobile â 24/7
Access to Content!
10!
11. @davidtweets
 at
 #wvpdx
Â
B2B buyers are mobilizing!
11
Â
Percentage of ďŹrms already implemented or have already implemented BYOD
Programs.!
60%!
BYOD!
47%!
BYOD!
Key Strategies To Capture And Measure The Value
Of Consumerization Of IT, Forrester, 2012!
12. @davidtweets
 at
 #wvpdx
Â
B2B buyers are mobilizing!
12
Â
Four out of ďŹve â¨
B2B buyers access
content on their
smartphones*!
Over half â¨
of B2B buyers
access content on
tablets*!
* 2013 B2B Content Preferences Survey, Demand Gen Report!
24/7 access
outside the
workplace!
Easy access to
content and
services!
14. @davidtweets
 at
 #wvpdx
Â
B2B marketers are mobilizing!
14
Â
IDG
 2013
 Tech
 B2B
 Lead
 Genera4on
 Report
Â
15. @davidtweets
 at
 #wvpdx
Â
Easy ďŹrst step: mobile advertising!
15
Â
*IDG
 Tech
 B2B
 Buyers
 Survey,
 2012
Â
41%!
Percentage of B2B tech buyers purchased
a product within six months of seeing an ad
on a mobile device*!
16. @davidtweets
 at
 #wvpdx
Â
Mobilizing content for smartphones!
16
Â
Top Tactics!
Social media (other than blogs)!
Articles on own website!
eNewsletters!
Blogs!
Important Tactics!
Case studies!
Videos!
Articles on other websites!
In Person Events!
White Papers!
2013
 Content
 Marke4ng
 Benchmarks,
 CMI
 and
 Marke4ngProfs
Â
18. @davidtweets
 at
 #wvpdx
Â
Top business uses of smartphones!
oâŻ1. PHONE CALLS!
oâŻ2. EMAIL!
oâŻ3. SMS (TEXTING)!
oâŻ4. CONTACTS/CALENDAR/TASKS!
oâŻ5. OTHER NAVIGATION!
18
Â
IDATE
 survey
 of
 smartphone
 use
 for
 business
 in
 France,
 Germany
 and
 UK,
 2012
Â
Â
19. @davidtweets
 at
 #wvpdx
Â
Mobilize email with responsive design!
oâŻBIG IMAGES!
oâŻBIG TEXT!
oâŻBIG BUTTONS!
oâŻONE COLUMN!
19
Â
Email
 on
 desktop/tablet
Â
Email
 on
 smartphone
Â
20. @davidtweets
 at
 #wvpdx
Â
Another mobile email example!
20
Â
Email
 on
 desktop/tablet
 Email
 on
 smartphone
Â
21. @davidtweets
 at
 #wvpdx
Â
Mobilizing content for tablets!
21
Â
Top Tactics!
Social media (other than blogs)!
Articles on own website!
eNewsletters!
Blogs!
Important Tactics!
Case studies!
Videos!
Articles on other websites!
In Person Events!
White Papers!
2013
 Content
 Marke4ng
 Benchmarks,
 CMI
 and
 Marke4ngProfs
Â
22. @davidtweets
 at
 #wvpdx
Â
Mobilizing web content for tablets!
22
Â
oâŻRETHINK !
oâŻEVERYTHING!
oâŻNOT!!
23. @davidtweets
 at
 #wvpdx
Â
Mobilizing web content for tablets!
oâŻBIG IMAGES!
oâŻBIG BUTTONS!
oâŻONE / TWO COLUMNS!
oâŻSIMPLE MENUS!
oâŻLONG PAGES!
oâŻNO FLASH!
23
Â
29. @davidtweets
 at
 #wvpdx
Â
A fastest growing marketing tactic!
29
Â
Content
 Marke4ng
 Ins4tute
 and
 Marke4ngProfs,
 2012
Â
30. @davidtweets
 at
 #wvpdx
Â
A fastest growing marketing tactic!
30
Â
Source:
 Arke4
Â
2012
 Tech
 CMO
Â
RoundTable
Â
31. @davidtweets
 at
 #wvpdx
Â
Video delivers all kinds of information!
31
Â
hap://contentmarke4ngins4tute.com/2013/04/video-Ââcontent-Ââb2b-Ââcontent-Ââmarke4ng/
Â
32. @davidtweets
 at
 #wvpdx
Â
Video delivers all kinds of answers!
32
Â
Awareness!
!
!
!
!
!
!
Testimonial!
!
!
!
!
!
!
Thought leadership!
!
!
!
!
!
!
Education!
!
!
!
!
!
!
33. @davidtweets
 at
 #wvpdx
Â
Be in the right place!
33!
Events!
Direct sales!
Channel!
Website / Email!
Mobile + Social Media!
!
!
!
!
!
!
In-Person! Online!
Limited time!
Always on!
34. The Impact of Social Media â
âPeer Powerâ!
34!
35. @davidtweets
 at
 #wvpdx
Â
B2B buyers are using social media!
35
Â
The Demand Gen 2012 âInside The Mind Of the B2B Buyerâ Survey!
72% of our respondents said they used social
media to research their solution purchase!
36. @davidtweets
 at
 #wvpdx
Â
B2B buyers lean towards LinkedIn!
36
Â
40%
Â
53%
Â
46%
Â
26%
Â
11%
Â
11%
Â
14%
Â
23%
Â
0%
 20%
 40%
 60%
Â
Google+
Â
Twiaer
Â
Facebook
Â
LinkedIn
Â
Use
 All
 The
 Time
Â
For
 Work
Â
Never
 Use
 For
Â
Work
Â
IDG
 Connect,
 based
 on
 727
 Global
 IT
 and
 Business
 Respondents
Â
37. @davidtweets
 at
 #wvpdx
Â
B2B buyers use social media for answers!
37
Â
IDG
 Echo
 EďŹect
 Study,
 2012
Â
38. @davidtweets
 at
 #wvpdx
Â
B2B marketers use LI, FB, Twitter!
38
Â
Content
 Marke4ng
 Ins4tute
 and
 Marke4ngProfs,
 2012
Â
39. @davidtweets
 at
 #wvpdx
Â
Social media networks spread content!
39
Â
IDG
 2013
 Tech
 B2B
 Lead
 Genera4on
 Report
Â
42. @davidtweets
 at
 #wvpdx
Â
B2B buyers share content on networks!
42
Â
2013
 B2B
 Content
 Preferences
 Survey,
 Demand
 Gen
 Report
Â
43. @davidtweets
 at
 #wvpdx
Â
Help buyers ďŹnd answers and each other!
oâŻREACTION DESIGN CLEAN COMBUSTION GROUP!
43
Â
hap://mcclenahanbruer.tumblr.com/
Â
46. @davidtweets
 at
 #wvpdx
Â
The right information!
46
Â
Content
 has
 emerged
 as
 the
 centerpiece
 of
 customer
 engagement
 eďŹorts;
Â
yet,
 content
 s7ll
 seems
 to
 be
 âeveryoneâs
 job
 and
 no
 oneâs
 job.â
Â
-Ââ
 Digital
 Evolu4on
 of
 B2B
 Marke4ng,
 the
 Execu4ve
 Board
 2012
Â
48. @davidtweets
 at
 #wvpdx
Â
Keep in control of your messaging!
48
Â
Brand identity!
Personas!
Messaging!
49. @davidtweets
 at
 #wvpdx
Â
DeďŹne and share content strategy!
49
Â
Funnel
 Mapping
Â
Audit
 and
 Analysis
Â
Recommenda4ons
Â
50. @davidtweets
 at
 #wvpdx
Â
Centralize for content consistency!
50
Â
Digital
 Evolu4on
 of
 B2B
 Marke4ng,
 CEB
 2012
Â
51. @davidtweets
 at
 #wvpdx
Â
Combine social + web + mobile planning!
51
Â
See
 the
 ar4cle
 today
 (May
 24)
 on
 Website
 Magazine
 websitemagazine.com
Â
Update
 Needed:
 The
 Brand
 Revamp
 Process
Â
by
 Allison
 Howen
Â
Â
52. @davidtweets
 at
 #wvpdx
Â
âBrainy B2B Brands for a Social, Mobile Planetâ!
oâŻMOBILIZE AND SOCIALIZE!
â˘âŻ Optimize email for smartphones!
â˘âŻ Start adapting web/content assets for tablets!
â˘âŻ Use lure of video!
â˘âŻ Build and leverage social peer power!
â˘âŻ Centralize planning and expertise!
52
Â
53. âBrainy B2B Brands for a Social, Mobile Planetâ!
53!
B2B brand marketers are in the information business.!
Be in the right place!
At the right time!
With the right information.!