Today’s empowered B2B buyers traffic in information and ideas, not products and solutions. Putting them at the center of your marketing efforts means building a deep understanding of their needs and providing them with the information they are looking for. It means being able to speak their language. And it means providing a consistent experience from first touch to final deal with integration between marketing and sales at every level. In short, it requires a new marketing blueprint. In this presentation, Yesler CMO Tyson Roberts covers the 6 essentials to laying a foundation for B2B marketing success. These slides are from a webinar, which is available on-demand at: http://resources.yesler.com/b2b-marketing-blueprint-webinar.html now. About Yesler: Yesler is a B2B marketing agency that helps technology companies deliver predictable revenues, sustainable growth, and measurable results. A Projectline agency, Yesler is built on more than a decade of experience working with some of the world’s largest and most innovative B2B technology companies.

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A framework for accelerating the natural purchase process

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INTRODUCTION
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Yesler is a B2B marketing agency that helps technology
companies deliver predictable revenues, sustainable growth,
and measurable results.
We apply an end-to-end integrated framework of services that
aligns marketing and sales. We make your marketing relevant
and accountable – to your buyers, to your sales team, and to
the bottom line.

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WHAtWE’
LLCHAtaBOUT

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WhyYou NEEdA BLUEPRINT

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• Buyers are fearful and
under ROI scrutiny
• They’re seeking safety in
numbers
• Prone to research and
averse to being sold
• Product marketing and
direct selling are suffering
• Longer buying cycles
So,what’
sdifferent?
“Industry research indicates that buyers
are two-thirds of the way through their
purchase process before they even engage
with a salesperson.”
-Forrester Research, Inc.
October 2011

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ENGAGING THEEMPOWEREDBUYER
You have to earn the
opportunity to sell.
• Sales conversations are going
to demonstrated experts
• REAL content is the dominant
evidence of expertise
But, it’s worth it.
• The currency of competition
is no longer budget, it’s ideas
• REAL content differentiates,
scales, and supports
consensus buying
An average of 9 informational assets are
downloaded during the purchase process.
-IDG Customer Engagement Study, 2012

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THENEWROLEOFMARKETING

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• Buyer Research
• Market Research
• Content Strategy
• Communications Strategy
• Measurement Strategy
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• Content Development
• Content Promotion
• Content Curation
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• Technology Selection
• Technology Implementation
• Platform Integration
• Campaign Execution
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• Sales & Marketing Alignment
• Technology Selection, Implementation and Integration
• Sales & System Training
• Lead Intelligence
• Sales Development
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• Strategic Account Management
• Customer Engagement Programs
• Customer Reference Programs
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• Weekly Reporting
• Monthly Reporting
• Quarterly Reporting/QBR
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let’s talk about the elements
of the blueprint

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BUYERRESEARCH

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MARKETRESEARCH

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Positioning statement
Messaging framework

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BRAND ANDSTYLE GUIDELINES
We take your existing
brand guidelines, logos
and other brand guidance
you already have
We make them operational
so the people who create
your content stay on
message and on brand
We develop any templates
(PPT, solution brief, online
ad banners, etc.) you need
to keep it on brand

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CONTENT STRATEGY

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COMMUNICATIONS STRATEGY

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MEASUREMENTSTRATEGY

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• B2B buyers have changed
• Our engagement model must as well
• The new model is complex
• It requires a holistic, end to end approach
• A blueprint
• Start with a plan to achieve success
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TOSUMMARIZE

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Q&A