2019 Predictions: Winning Telecom & IT Marketing Strategies

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Winning Telecom & IT Marketing Strategies
2019 Predictions

Housekeeping
 Q&A at the end. Input questions into chat.
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Angela Leavitt
Founder & CEO
Justine Dolorfino-Thieman
Head of Customer Success

We are the first and only full-service
marketing firm specialized
exclusively in the telecom, IT, and
cloud services industries.
Who We Are

Some of our past and present 200+ customers
Who’s Working Their Mojo?

Agenda
5 shifts in marketing trends
• Overview & observations
• Data
• What this means
• Example
Q&A
Where did this info come from?
• Our collective data on ~25 telecom and IT companies
• Research from marketing thought leaders

2019 Predictions overview
Shift #1: Get personal
• Buyer personas
• Simple buyer’s journeys
Shift #2: Cut the fluff
• Quality over quantity
• Thought leadership
Shift #3: Create less, promote more
• Social ads exploding
• Email is critical
Shift #4: SEO = Pillar content
• Pillar pages
• Longer formats
Shift #5: Automate everything
• Marketing automation software
• Other tools

Buyer Personas
• Hyper-personalized campaigns & content
• Good: job titles, pain points
• Better: behaviors & engagement
Buyer’s Journey
• 2-4 step process
• Keep message focused on next step
• A/B test
“Wow, this was created just for me!”
1 Get personal

Buyer personas added the following value:
• 900% increase in length of visit
• 171% increase in marketing-generated
revenue
• 111% increase in email open rate
• 100% increase in the number of pages visited.
A MarketingSherpa case study:
Reference: https://www.slideshare.net/WesleyAyres1/nurturing-ebook-trip-not-drip-2015

Example: Ivan the IT Director / CIO
Demographics:
• 95% male
• 40-50 years old
• Caucasian, some Asian/Indian
Ivan Likes:
• When things run smoothly and
according to plan
• Accomplishing tasks
• Overseeing business
technology strategy
• Technology that fits into his
strategies and simplifies work
• Automating tasks
• Visibility

Example: Ivan’s Pain Points
• Reliability of the network
• Job security
• Properly managing the budget
• Having little control over the
budget while trying to maximize
the budget
• Doing more with less
• Maintaining control with on-prem
• Replacing legacy equipment
• Dealing with more remote
workers/BYOD/the mobile
workforce
• DR & redundancy
• Lack of system scalability to
accommodate future growth
and/or new internal growth
• Moving software/services to the
cloud
• Expanding into new geographic
regions and the subsequent need
to tie together networks
• Bandwidth and speed limitations
• Network changes (scaling up or
down)
• Failure of the traditional phone
system
• Integration of communications
methods (outlook/phone/chat/etc.)
• Getting new cloud-based software
• His company needs new products
(servers, PBX, firewall, etc.)
• He needs additional IT support
• Virtualization (cloud solution, IaaS)
• Moving locations

Example:

Quality over quantity
• Be proud of every post
• Stop publishing for the sake of publishing
• Give value, be helpful
Thought leadership
• ‘Attraction’ marketing
• More important than ever
• Only happens with insightful content
“Wow, your content is so valuable! You really know your stuff!”
2 Cut the fluff

Reference: https://www.edelman.com/research/2019-b2b-thought-leadership-impact-study

Example:
Blogs 2016: Avg 300-400 words
Blogs 2018: Avg 800-1000 words
Results:
• Sessions per user: +8%
• Pages per session: +40.17%
• Average session duration: +135.48%
• Bounce rate: -5.04%

Story: Hubspot SEO download
Social Ads
• Explosion of social ads
• Usually more cost effective than AdWords
• Targeting is very pinpointed
“Wow, I see your content everywhere and it’s
exactly what I’m looking for!”
3 Create less, promote more

Investment in paid search, display
advertising, social media advertising,
online video advertising and email
marketing is predicted to account for
46% of all advertising by 2021.
Reference: https://www.webstrategiesinc.com/blog/how-much-budget-for-online-
marketing-in-2014
46%

Total spent: $370.40
Total clicks: 346
Cost per click: $1.07
Conversions: 18
Cost per conversion: $20.58.
Example:

Email
• Critical to success
• Still preferred by 98% business
professionals
• Short and sweet / ditch the graphics
“Wow, this is so personalized and relevant
to me!”
3 Create less, promote more

59% of B2B marketers say
email is their most effective
channel for generating
revenue
Reference: https://bitbounce.com/blog/36-email-marketing-stats-2019/
59%

Example Email
Subject line: We should talk...
...about your phone system. Does your current one still fit your business? If you haven't updated it
recently, let's talk about it. There are so many choices out there...I know how confusing it can be.
That's why we created this infographic: The Big Choice in Voice: Hosted VoIP vs. On Prem. <link>
No matter the type of system - on-prem, hosted or a hybrid - we can easily help you assess what you
need and get you up and running.
Can we chat soon?
Looking forward to your feedback,
[Name]
Open rate: 26.3%
CTR: 2%

Pillar pages
• Whitepaper in webpage format
• Most authoritative page on the web
• “The Ultimate Guide to…”
Tips:
• 2500-3000 words
• Keyword dense
• Internal and external links
• Promote page with PR, social ads, etc.
4 SEO = pillar content

Reference: https://neilpatel.com/blog/pillar-pages-explained/

Example Pillar Page

#1 organic result!!
Example Pillar Page Results

Marketing automation software
• Hubspot, Marketo, Pardot, Hatchbuck
• Incredible insights in behaviors
• Time intensive up front, saves hours later
• NURTURE CAMPAIGNS OMG!!!!
Other tools
• Zapier
• Calendar tools
“Wow, this is working while I sleep!”
5 Automate everything

80% of marketing
automation users saw
an increase in leads
Reference: https://www.socialmediatoday.com/news/21-marketing-automation-
stats-that-will-make-you-rethink-your-marketing-str/539578/
80%

Example:
Web form
Email: Link
to survey
Email: Link
to calendar
Appt set

Shift #1: Get personal
Shift #2: Cut the fluff
Shift #3: Create less, promote more
Shift #4: SEO = Pillar Content
Recap
Shift #5: Automate everything

angela@GimmeMojo.com. @MojoMktg Linkedin.com/in/angelaleavitt
LET’S CHAT!
Questions?
Looking for lead gen help?
https://gimmemojo.com/lead-generation-checklist/

2019 Predictions: Winning Telecom & IT Marketing Strategies

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2019 Predictions: Winning Telecom & IT Marketing Strategies