SlideShare ist ein Scribd-Unternehmen logo
1 von 21
Downloaden Sie, um offline zu lesen
Twelve things
we learned from our
B2B Marketing Manifesto campaign
The Manifesto
• A 52-page rant

• Core of a Velocity content
  marketing campaign

• Total budget £25k
Project Open Kimono
The living case study
The campaign
      Social Media
        Onine PR
             Email
              Blog
           Search
What we learned
Target one, single persona.
       Think ‘psychographics’ not just demographics.
Give influencers a preview.
                          (And thank them.)
Cross-promote
your other content.
       Content Marketing Workbook Downloads




                                                After Manifesto


                                              Before Manifesto
Create spin-offs.
And atomise them around the web.

                         Slideshare
                               Prezi
                           Docstoc
                             Scribd
                           YouTube
                             Vimeo
                           LinkedIn
                              Blogs
Guest blog.
Around the issues covered in your content.




                           Traffic
                        Backlinks
                      Googlejuice
                      New friends
A/B
Test stuff
             Form/No Form?
             Auto DM Tweet?
              Text or HTML?
               LinkedIn ads?
sto
                                                                                                                                                                                n  ife
                                                                                                                                                                               a
                                                                                                                                                                          n =m
                                                                                                                                                                      aig


          Set up the
                                                                                                                                                                a  mp
                                                                                                                                                               c
                                                                                                                                                         t  m_
                                                                                                                                                       &u
                                                                                                                                                 it ter
                                                                                                                                               tw
                                                                                                                                          iu m=


          analytics first.
                                                                                                                                         d
                                                                                                                                   _  me
                                                                                                                                 tm
                                                                                                                             l&u
                                                                                                                         ocia
                                                                                                                    e =s
                                                                                                                ourc
            And use tagged URLs                                                                              _s
                                                                                                         utm
                                                                                                     k/?
                                                                                                 boo
                                                                                          st o-e
                                                                                         e
                                                                                  a  nif
                                                                               g-m
                                                                           etin
                                                                       ark
                                                                   b-m
                                                            0  /b2
                                                          /2
                                                   0  /09
                                                  1
                                           k  /20
                                         .u
                                    . co
                                ers
                          a rtn
                     ityp
                 loc
               ve
          w w.
     ://w
http
Get a search keyphrase
into your title.
So backlinks have valuable anchor text.




                                                          }
                                          Backlink Love for
                                          “B2B Marketing”
Set targets
Granular targets. With numbers.
Six-Month Goals
                                1000 downloads
                200 prospect names and emails
      25% spike in downloads of other content
                                   50 comments
             Google US rank from 16 to top 10
                 Google UK rank from 7 to top 5
                      Search term visitors + 50%
          Social media conversion rate +100%
    Conversion rate for “B2B marketing” +35%
         250 direct links to the download page
                           Newsletter CTR +35%
               Visits from social media by +50%
   Improve engagement – time on site, bounce
Online PR visits + 50%; conversion rate +100%
                One concrete business meeting
Six-Month Goals
                                 1506
               +399             1000 downloads
     +171% 200 prospect names and emails
      25% spike in downloads of other content
                                87 50 comments
             Google US rank from 16 to top 10 x
                 Google UK rank from 7 to top 5 x
                      Search term visitors + 50% +86%
          Social media conversion rate +100% +2932%
    Conversion rate for “B2B marketing” +35% x +27%
         250 direct links to the download page x +85
                           Newsletter CTR +35% +50%
               Visits from social media by +50% +65%
   Improve engagement – time on site, bounce +18%
Online PR visits + 50%; conversion rate +100% +5000%
+177%           One concrete business meeting 10 meetings, 5 projects



                       700% ROI And still growing...
If you use a form,
do a survey.
And use the results as new content.
Get personal.
Respond to people with a note.
Capture and share learning.
Or it’s not really learning.
Put your head and heart into it.
               You’re going to be living with your content for a long time.
Come and get it




partners.co.uk                     twitter.com/dougkessler

Más contenido relacionado

Was ist angesagt?

How to Determine the ROI of Anything
How to Determine the ROI of AnythingHow to Determine the ROI of Anything
How to Determine the ROI of AnythingGary Vaynerchuk
 
Prototyping is an attitude
Prototyping is an attitudePrototyping is an attitude
Prototyping is an attitudeWith Company
 
How to Grow & Gain Traction
How to Grow & Gain TractionHow to Grow & Gain Traction
How to Grow & Gain TractionErik Bernskiöld
 
Writing better creative briefs
Writing better creative briefsWriting better creative briefs
Writing better creative briefsAnton Reyniers
 
The Number One Mistake Everybody Makes on Twitter
The Number One Mistake Everybody Makes on TwitterThe Number One Mistake Everybody Makes on Twitter
The Number One Mistake Everybody Makes on TwitterGary Vaynerchuk
 
60 Min Brand Strategist NEW
60 Min Brand Strategist NEW60 Min Brand Strategist NEW
60 Min Brand Strategist NEWIdris Mootee
 
Ai and Design: When, Why and How? - Morgenbooster
Ai and Design: When, Why and How? - MorgenboosterAi and Design: When, Why and How? - Morgenbooster
Ai and Design: When, Why and How? - Morgenbooster1508 A/S
 
How To Sell To Non-Believers - Turning Doubt Into Trust
How To Sell To Non-Believers - Turning Doubt Into TrustHow To Sell To Non-Believers - Turning Doubt Into Trust
How To Sell To Non-Believers - Turning Doubt Into TrustClose.io
 
It's All About StoryTelling
It's All About StoryTelling It's All About StoryTelling
It's All About StoryTelling Alexander Novicov
 
Some tips on selling from Ogilvy
Some tips on selling from OgilvySome tips on selling from Ogilvy
Some tips on selling from OgilvyOgilvyOne Worldwide
 
Creating great decks: The Origins, the "Why", and 12 Tips to Make Yours Better.
Creating great decks: The Origins, the "Why", and 12 Tips to Make Yours Better.Creating great decks: The Origins, the "Why", and 12 Tips to Make Yours Better.
Creating great decks: The Origins, the "Why", and 12 Tips to Make Yours Better.Digital Surgeons
 
The big ideaL: Ogilvy's framework for giving brands a purpose
The big ideaL: Ogilvy's framework for giving brands a purposeThe big ideaL: Ogilvy's framework for giving brands a purpose
The big ideaL: Ogilvy's framework for giving brands a purposeOgilvy
 
50 Essential Content Marketing Hacks (Content Marketing World)
50 Essential Content Marketing Hacks (Content Marketing World)50 Essential Content Marketing Hacks (Content Marketing World)
50 Essential Content Marketing Hacks (Content Marketing World)Heinz Marketing Inc
 
60 Minute Brand Strategist: Extended and updated hard cover NOW available.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.60 Minute Brand Strategist: Extended and updated hard cover NOW available.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
 
Go Viral on the Social Web: The Definitive How-To guide!
Go Viral on the Social Web: The Definitive How-To guide!Go Viral on the Social Web: The Definitive How-To guide!
Go Viral on the Social Web: The Definitive How-To guide!XPLAIN
 
Insane Honesty in Content Marketing
Insane Honesty in Content MarketingInsane Honesty in Content Marketing
Insane Honesty in Content MarketingVelocity Partners
 
Three Poisonous B2B Marketing Metaphors
Three Poisonous B2B Marketing Metaphors Three Poisonous B2B Marketing Metaphors
Three Poisonous B2B Marketing Metaphors Velocity Partners
 
Design, Promote, Repeat: How Long-Term Marketing Strategies Lead to Success
Design, Promote, Repeat: How Long-Term Marketing Strategies Lead to SuccessDesign, Promote, Repeat: How Long-Term Marketing Strategies Lead to Success
Design, Promote, Repeat: How Long-Term Marketing Strategies Lead to SuccessShortStack
 

Was ist angesagt? (20)

How to Determine the ROI of Anything
How to Determine the ROI of AnythingHow to Determine the ROI of Anything
How to Determine the ROI of Anything
 
Prototyping is an attitude
Prototyping is an attitudePrototyping is an attitude
Prototyping is an attitude
 
Inspiring Creativity
Inspiring CreativityInspiring Creativity
Inspiring Creativity
 
How to Grow & Gain Traction
How to Grow & Gain TractionHow to Grow & Gain Traction
How to Grow & Gain Traction
 
Writing better creative briefs
Writing better creative briefsWriting better creative briefs
Writing better creative briefs
 
The Number One Mistake Everybody Makes on Twitter
The Number One Mistake Everybody Makes on TwitterThe Number One Mistake Everybody Makes on Twitter
The Number One Mistake Everybody Makes on Twitter
 
60 Min Brand Strategist NEW
60 Min Brand Strategist NEW60 Min Brand Strategist NEW
60 Min Brand Strategist NEW
 
Ai and Design: When, Why and How? - Morgenbooster
Ai and Design: When, Why and How? - MorgenboosterAi and Design: When, Why and How? - Morgenbooster
Ai and Design: When, Why and How? - Morgenbooster
 
How To Sell To Non-Believers - Turning Doubt Into Trust
How To Sell To Non-Believers - Turning Doubt Into TrustHow To Sell To Non-Believers - Turning Doubt Into Trust
How To Sell To Non-Believers - Turning Doubt Into Trust
 
It's All About StoryTelling
It's All About StoryTelling It's All About StoryTelling
It's All About StoryTelling
 
Some tips on selling from Ogilvy
Some tips on selling from OgilvySome tips on selling from Ogilvy
Some tips on selling from Ogilvy
 
Creating great decks: The Origins, the "Why", and 12 Tips to Make Yours Better.
Creating great decks: The Origins, the "Why", and 12 Tips to Make Yours Better.Creating great decks: The Origins, the "Why", and 12 Tips to Make Yours Better.
Creating great decks: The Origins, the "Why", and 12 Tips to Make Yours Better.
 
The big ideaL: Ogilvy's framework for giving brands a purpose
The big ideaL: Ogilvy's framework for giving brands a purposeThe big ideaL: Ogilvy's framework for giving brands a purpose
The big ideaL: Ogilvy's framework for giving brands a purpose
 
50 Essential Content Marketing Hacks (Content Marketing World)
50 Essential Content Marketing Hacks (Content Marketing World)50 Essential Content Marketing Hacks (Content Marketing World)
50 Essential Content Marketing Hacks (Content Marketing World)
 
60 Minute Brand Strategist: Extended and updated hard cover NOW available.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.60 Minute Brand Strategist: Extended and updated hard cover NOW available.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.
 
Go Viral on the Social Web: The Definitive How-To guide!
Go Viral on the Social Web: The Definitive How-To guide!Go Viral on the Social Web: The Definitive How-To guide!
Go Viral on the Social Web: The Definitive How-To guide!
 
Insane Honesty in Content Marketing
Insane Honesty in Content MarketingInsane Honesty in Content Marketing
Insane Honesty in Content Marketing
 
Three Poisonous B2B Marketing Metaphors
Three Poisonous B2B Marketing Metaphors Three Poisonous B2B Marketing Metaphors
Three Poisonous B2B Marketing Metaphors
 
Design, Promote, Repeat: How Long-Term Marketing Strategies Lead to Success
Design, Promote, Repeat: How Long-Term Marketing Strategies Lead to SuccessDesign, Promote, Repeat: How Long-Term Marketing Strategies Lead to Success
Design, Promote, Repeat: How Long-Term Marketing Strategies Lead to Success
 
Consumers insights
Consumers insightsConsumers insights
Consumers insights
 

Ähnlich wie 12 Lessons from the B2B Marketing Manifesto Campaign

5 Ways To Build Asset Centric Applications
5 Ways To Build Asset Centric Applications5 Ways To Build Asset Centric Applications
5 Ways To Build Asset Centric ApplicationsLars Trieloff
 
KlikEyeDoc User Guide
KlikEyeDoc User GuideKlikEyeDoc User Guide
KlikEyeDoc User GuideManohar Vijay
 
Bureau Veritas O&G Services 2011
Bureau Veritas O&G Services 2011Bureau Veritas O&G Services 2011
Bureau Veritas O&G Services 2011horenhop
 
Introducing 'Clicker Technology'
Introducing 'Clicker Technology'Introducing 'Clicker Technology'
Introducing 'Clicker Technology'David Wilson
 
International Trade Compliance Strategy Responsibility Matrix
International Trade Compliance Strategy Responsibility MatrixInternational Trade Compliance Strategy Responsibility Matrix
International Trade Compliance Strategy Responsibility MatrixGHY International
 
Technology use and educational performance
Technology use and educational performanceTechnology use and educational performance
Technology use and educational performanceFrancesc Pedró
 
Xero Advertisment - NZ Accountants Journal November 2007
Xero Advertisment - NZ Accountants Journal  November 2007Xero Advertisment - NZ Accountants Journal  November 2007
Xero Advertisment - NZ Accountants Journal November 2007Xero
 
VMware vCloud Director and Nexus 1000V / Workload Mobility
VMware vCloud Director and Nexus 1000V / Workload MobilityVMware vCloud Director and Nexus 1000V / Workload Mobility
VMware vCloud Director and Nexus 1000V / Workload MobilitySal Lopez
 
High stakes world of Mobile Payments
High stakes world of Mobile PaymentsHigh stakes world of Mobile Payments
High stakes world of Mobile PaymentstxtNation
 
High stakes-world-of-mobile-payments-infographic
High stakes-world-of-mobile-payments-infographicHigh stakes-world-of-mobile-payments-infographic
High stakes-world-of-mobile-payments-infographicTyson Hackwood
 
Housing Exclusion of the Elderly in Slovenia
Housing Exclusion of the Elderly in SloveniaHousing Exclusion of the Elderly in Slovenia
Housing Exclusion of the Elderly in SloveniaFEANTSA
 
Design4 services HCDI Seminar Sangiorgi
Design4 services HCDI Seminar SangiorgiDesign4 services HCDI Seminar Sangiorgi
Design4 services HCDI Seminar SangiorgiMarco Ajovalasit
 

Ähnlich wie 12 Lessons from the B2B Marketing Manifesto Campaign (20)

5 Ways To Build Asset Centric Applications
5 Ways To Build Asset Centric Applications5 Ways To Build Asset Centric Applications
5 Ways To Build Asset Centric Applications
 
KlikEyeDoc User Guide
KlikEyeDoc User GuideKlikEyeDoc User Guide
KlikEyeDoc User Guide
 
Bureau Veritas O&G Services 2011
Bureau Veritas O&G Services 2011Bureau Veritas O&G Services 2011
Bureau Veritas O&G Services 2011
 
Introducing 'Clicker Technology'
Introducing 'Clicker Technology'Introducing 'Clicker Technology'
Introducing 'Clicker Technology'
 
International Trade Compliance Strategy Responsibility Matrix
International Trade Compliance Strategy Responsibility MatrixInternational Trade Compliance Strategy Responsibility Matrix
International Trade Compliance Strategy Responsibility Matrix
 
Seo in-singapore
Seo in-singaporeSeo in-singapore
Seo in-singapore
 
Seo conferences-2011
Seo conferences-2011Seo conferences-2011
Seo conferences-2011
 
Social Media Branding by Dawn Jensen
Social Media Branding by Dawn JensenSocial Media Branding by Dawn Jensen
Social Media Branding by Dawn Jensen
 
Social media marketing
Social media marketing Social media marketing
Social media marketing
 
Technology use and educational performance
Technology use and educational performanceTechnology use and educational performance
Technology use and educational performance
 
Xero Advertisment - NZ Accountants Journal November 2007
Xero Advertisment - NZ Accountants Journal  November 2007Xero Advertisment - NZ Accountants Journal  November 2007
Xero Advertisment - NZ Accountants Journal November 2007
 
VMware vCloud Director and Nexus 1000V / Workload Mobility
VMware vCloud Director and Nexus 1000V / Workload MobilityVMware vCloud Director and Nexus 1000V / Workload Mobility
VMware vCloud Director and Nexus 1000V / Workload Mobility
 
Personal Branding for Corporate Success
Personal Branding for Corporate SuccessPersonal Branding for Corporate Success
Personal Branding for Corporate Success
 
Kiss the BRD Good-Bye
Kiss the BRD Good-ByeKiss the BRD Good-Bye
Kiss the BRD Good-Bye
 
Resume Draft
Resume DraftResume Draft
Resume Draft
 
Spiral Of Knowledge - 1967
Spiral Of Knowledge - 1967Spiral Of Knowledge - 1967
Spiral Of Knowledge - 1967
 
High stakes world of Mobile Payments
High stakes world of Mobile PaymentsHigh stakes world of Mobile Payments
High stakes world of Mobile Payments
 
High stakes-world-of-mobile-payments-infographic
High stakes-world-of-mobile-payments-infographicHigh stakes-world-of-mobile-payments-infographic
High stakes-world-of-mobile-payments-infographic
 
Housing Exclusion of the Elderly in Slovenia
Housing Exclusion of the Elderly in SloveniaHousing Exclusion of the Elderly in Slovenia
Housing Exclusion of the Elderly in Slovenia
 
Design4 services HCDI Seminar Sangiorgi
Design4 services HCDI Seminar SangiorgiDesign4 services HCDI Seminar Sangiorgi
Design4 services HCDI Seminar Sangiorgi
 

Mehr von Velocity Partners

Irresistible content for immovable prospects
Irresistible content for immovable prospectsIrresistible content for immovable prospects
Irresistible content for immovable prospectsVelocity Partners
 
The Search for Meaning in B2B Marketing
The Search for Meaning in B2B MarketingThe Search for Meaning in B2B Marketing
The Search for Meaning in B2B MarketingVelocity Partners
 
Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.Velocity Partners
 
Velocity's CMI Orange Awards entry 2012
Velocity's CMI Orange Awards entry 2012Velocity's CMI Orange Awards entry 2012
Velocity's CMI Orange Awards entry 2012Velocity Partners
 
The B2B Content Marketing Workbook
The B2B Content Marketing WorkbookThe B2B Content Marketing Workbook
The B2B Content Marketing WorkbookVelocity Partners
 
The Velocity B2B Marketing Tube Map
The Velocity B2B Marketing Tube MapThe Velocity B2B Marketing Tube Map
The Velocity B2B Marketing Tube MapVelocity Partners
 
Using Twitter in B2B Marketing
Using Twitter in B2B MarketingUsing Twitter in B2B Marketing
Using Twitter in B2B MarketingVelocity Partners
 

Mehr von Velocity Partners (9)

Irresistible content for immovable prospects
Irresistible content for immovable prospectsIrresistible content for immovable prospects
Irresistible content for immovable prospects
 
The Search for Meaning in B2B Marketing
The Search for Meaning in B2B MarketingThe Search for Meaning in B2B Marketing
The Search for Meaning in B2B Marketing
 
Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.
 
Velocity's CMI Orange Awards entry 2012
Velocity's CMI Orange Awards entry 2012Velocity's CMI Orange Awards entry 2012
Velocity's CMI Orange Awards entry 2012
 
Memories
MemoriesMemories
Memories
 
The B2B Content Marketing Workbook
The B2B Content Marketing WorkbookThe B2B Content Marketing Workbook
The B2B Content Marketing Workbook
 
The Velocity B2B Marketing Tube Map
The Velocity B2B Marketing Tube MapThe Velocity B2B Marketing Tube Map
The Velocity B2B Marketing Tube Map
 
Extreme B2B Marketing
Extreme B2B MarketingExtreme B2B Marketing
Extreme B2B Marketing
 
Using Twitter in B2B Marketing
Using Twitter in B2B MarketingUsing Twitter in B2B Marketing
Using Twitter in B2B Marketing
 

Último

Shopclues: Failure & Solutions in Business Model
Shopclues: Failure & Solutions in Business ModelShopclues: Failure & Solutions in Business Model
Shopclues: Failure & Solutions in Business ModelBhaviniSharma12
 
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...Jake Truemper
 
NVIDIA's overall business overview Presentation.pptx
NVIDIA's overall business overview Presentation.pptxNVIDIA's overall business overview Presentation.pptx
NVIDIA's overall business overview Presentation.pptxKrutik Rakade
 
Mist Cooling & Fogging System Company in Egypt
Mist Cooling & Fogging System Company in EgyptMist Cooling & Fogging System Company in Egypt
Mist Cooling & Fogging System Company in Egyptopstechsanjanasingh
 
Pitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckPitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckHajeJanKamps
 
PHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 FinalPHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 FinalPanhandleOilandGas
 
Importance of Commercial Vehicle Insurance.pptx
Importance of Commercial Vehicle Insurance.pptxImportance of Commercial Vehicle Insurance.pptx
Importance of Commercial Vehicle Insurance.pptxBonano Insurance
 
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdfCORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdfLouis Malaybalay
 
Dashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesDashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesLPI ONG
 
The Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningThe Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningNaval Singh
 
HOW TO START EARNING WITH AFFILIATE MARKETING
HOW TO START EARNING WITH AFFILIATE MARKETINGHOW TO START EARNING WITH AFFILIATE MARKETING
HOW TO START EARNING WITH AFFILIATE MARKETINGNATHAN SPEAKS
 
Unleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan BusinessUnleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan Businesstompeter3736
 
Olympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness GaugeOlympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness GaugeStephenKim86
 
10 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 202410 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 2024Nate Evans
 
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAYLouis Malaybalay
 
The 10 Most Influential Women Making Difference In 2024.pdf
The 10 Most Influential Women Making Difference In 2024.pdfThe 10 Most Influential Women Making Difference In 2024.pdf
The 10 Most Influential Women Making Difference In 2024.pdfInsightsSuccess4
 
Meet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing EntrepreneurMeet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing Entrepreneurramya202104
 
Record of Module Forensic photography in
Record of Module Forensic photography inRecord of Module Forensic photography in
Record of Module Forensic photography inalexademileighpacal
 
Mist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi ArabiaMist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi Arabiaopstechsanjanasingh
 

Último (20)

Shopclues: Failure & Solutions in Business Model
Shopclues: Failure & Solutions in Business ModelShopclues: Failure & Solutions in Business Model
Shopclues: Failure & Solutions in Business Model
 
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
 
NVIDIA's overall business overview Presentation.pptx
NVIDIA's overall business overview Presentation.pptxNVIDIA's overall business overview Presentation.pptx
NVIDIA's overall business overview Presentation.pptx
 
Mist Cooling & Fogging System Company in Egypt
Mist Cooling & Fogging System Company in EgyptMist Cooling & Fogging System Company in Egypt
Mist Cooling & Fogging System Company in Egypt
 
Pitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckPitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deck
 
PHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 FinalPHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 Final
 
Importance of Commercial Vehicle Insurance.pptx
Importance of Commercial Vehicle Insurance.pptxImportance of Commercial Vehicle Insurance.pptx
Importance of Commercial Vehicle Insurance.pptx
 
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdfCORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
 
Dashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesDashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de Operaciones
 
The Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningThe Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda Learning
 
HOW TO START EARNING WITH AFFILIATE MARKETING
HOW TO START EARNING WITH AFFILIATE MARKETINGHOW TO START EARNING WITH AFFILIATE MARKETING
HOW TO START EARNING WITH AFFILIATE MARKETING
 
Unleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan BusinessUnleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan Business
 
Olympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness GaugeOlympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness Gauge
 
10 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 202410 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 2024
 
WAM Corporate Presentation Mar 12 2024.pdf
WAM Corporate Presentation Mar 12 2024.pdfWAM Corporate Presentation Mar 12 2024.pdf
WAM Corporate Presentation Mar 12 2024.pdf
 
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
 
The 10 Most Influential Women Making Difference In 2024.pdf
The 10 Most Influential Women Making Difference In 2024.pdfThe 10 Most Influential Women Making Difference In 2024.pdf
The 10 Most Influential Women Making Difference In 2024.pdf
 
Meet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing EntrepreneurMeet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing Entrepreneur
 
Record of Module Forensic photography in
Record of Module Forensic photography inRecord of Module Forensic photography in
Record of Module Forensic photography in
 
Mist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi ArabiaMist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi Arabia
 

12 Lessons from the B2B Marketing Manifesto Campaign

  • 1. Twelve things we learned from our B2B Marketing Manifesto campaign
  • 2. The Manifesto • A 52-page rant • Core of a Velocity content marketing campaign • Total budget £25k
  • 3. Project Open Kimono The living case study
  • 4. The campaign Social Media Onine PR Email Blog Search
  • 6. Target one, single persona. Think ‘psychographics’ not just demographics.
  • 7. Give influencers a preview. (And thank them.)
  • 8. Cross-promote your other content. Content Marketing Workbook Downloads After Manifesto Before Manifesto
  • 9. Create spin-offs. And atomise them around the web. Slideshare Prezi Docstoc Scribd YouTube Vimeo LinkedIn Blogs
  • 10. Guest blog. Around the issues covered in your content. Traffic Backlinks Googlejuice New friends
  • 11. A/B Test stuff Form/No Form? Auto DM Tweet? Text or HTML? LinkedIn ads?
  • 12. sto n ife a n =m aig Set up the a mp c t m_ &u it ter tw iu m= analytics first. d _ me tm l&u ocia e =s ourc And use tagged URLs _s utm k/? boo st o-e e a nif g-m etin ark b-m 0 /b2 /2 0 /09 1 k /20 .u . co ers a rtn ityp loc ve w w. ://w http
  • 13. Get a search keyphrase into your title. So backlinks have valuable anchor text. } Backlink Love for “B2B Marketing”
  • 15. Six-Month Goals 1000 downloads 200 prospect names and emails 25% spike in downloads of other content 50 comments Google US rank from 16 to top 10 Google UK rank from 7 to top 5 Search term visitors + 50% Social media conversion rate +100% Conversion rate for “B2B marketing” +35% 250 direct links to the download page Newsletter CTR +35% Visits from social media by +50% Improve engagement – time on site, bounce Online PR visits + 50%; conversion rate +100% One concrete business meeting
  • 16. Six-Month Goals 1506 +399 1000 downloads +171% 200 prospect names and emails 25% spike in downloads of other content 87 50 comments Google US rank from 16 to top 10 x Google UK rank from 7 to top 5 x Search term visitors + 50% +86% Social media conversion rate +100% +2932% Conversion rate for “B2B marketing” +35% x +27% 250 direct links to the download page x +85 Newsletter CTR +35% +50% Visits from social media by +50% +65% Improve engagement – time on site, bounce +18% Online PR visits + 50%; conversion rate +100% +5000% +177% One concrete business meeting 10 meetings, 5 projects 700% ROI And still growing...
  • 17. If you use a form, do a survey. And use the results as new content.
  • 18. Get personal. Respond to people with a note.
  • 19. Capture and share learning. Or it’s not really learning.
  • 20. Put your head and heart into it. You’re going to be living with your content for a long time.
  • 21. Come and get it partners.co.uk twitter.com/dougkessler