Learn how to cut through the "buzz" with practical tips for targeting and converting business customers—from research and strategy, to production, execution and optimization.
Cartona.pptx. Marketing how to present your project very well , discussed a...
Buzzword Free B2B: Build record breaking business-to-business campaigns - Jacqueline Schklar, Get to Market
1. MASTER
CLASS
DENVER, CO ~ MAY 8 - 9, 2023
DIGIMARCONROCKYMOUNTAINS.COM | #DigiMarConRockyMountains
Jacqueline Schklar
SENIOR CONSULTANT
GET TO MARKET
Buzzword Free B2B: Build
Record Breaking Business-
to-Business Campaigns
2. Buzzword Free B2B:
Build record breaking
business-to-business campaigns
Master Class presented by Jacqueline Schklar
May 8th | DigiMarCon Rocky Mountains
8. 2022 B2B content consumption by format, and registrations per asset upload
Ref: Netline 2023 State of B2B Content Consumption and Demand Report for Marketers
▪ eBooks were 3.5x more likely to
be downloaded in 2022 over
White Papers
▪ Using the term “Guide” for your
content is helpful—if the content
delivers on that promise
▪ Despite the popularity of each
format, eBook and Guide
consumption had no
discernable influence on
purchase intent in 2022.
▪ Registration for a Live Webinar
correlated to being 22.0% more
likely to a purchase decision
within three months.
9. 2022 Content Consumption Formats and Buyer Intent
Ref: Netline 2023 State of B2B Content Consumption and Demand Report for Marketers
10. Buying Journey and Job Level
Ref: Netline 2023 State of B2B Content Consumption and Demand Report for Marketers
12. B2B audience insights for messaging tone
Verticals and Roles Need/Want Related Themes
Medical Markets Show me data and more data, and extra info.
B2Developer Demo, don't sell to me. I'm always learning.
BDM - Business Decision Maker Benefits over features, stay out of the weeds.
AEC – Architectural, Eng. and Const. Frustrated with bad tools and poor integrations.
FinTech Security, security, security. And don't be weird.
B2Gov or B2Administration Make everything faster and easier, I'm swamped.
SMB Close to B2C. Be likeable.
B2Distributor Cost and overhead is key for me.
13. Do this not that – Email format
Please read these 100 or fewer words about
something so amazing, you can't resist
clicking the offer to read, learn, or download for
more. The reasons why are:
• Reason, feature or benefit 1
• Reason why #2
• And reason 3 here
Irresistible CTA
Hero image
Adding logo is ok
< 100 words about
one topic/ask,
explaining its value
to the reader
CTA Button
X
20. Thank you for attending.
Check out our panel discussion
tomorrow: Death by Random Acts
of Marketing - here at DigiMarCon
Special thanks to Netline Corporation
for permitting use of their research
data and partnering on content.