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30+ Ways to Create B2B Buzz
Katie Martell
On-demand
Marketer
@KatieMartell
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“Unapologetic marketing truth teller.”
Startup CMO, entrepreneur, on-demand marketer
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B2B BUZZ:
A continuous and very intentional, strategic act of
positioning your brand as a trusted resource in
your industry, of raising the profile of your
executives and brand stewards to a position of
authority, and of earning air cover while your
business does what it needs to do - grow.
B2B BUZZ:
B2B BUZZ: Evolution of PR in the age
of digital marketing.
Thought
leadership
Content
marketing
Influencer /
media relations
Awards and
speaking
Events and
social
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WHY INVE$T IN BUZZ?
Raising funding
War for talent
Air cover for sales
Trust & loyalty
Buyers don’t do business
with companies they’ve
never heard of, and
brands they do not trust.
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“I have never used PR to generate leads.
I use it to generate awareness,
change perceptions, and build
the top of the funnel.”
- Brian Kardon, CMO, Fuze
“…but PR doesn’t generate leads!”
A world of change
Technological
Changes
Social
Changes
Emotional
Changes
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1986 2006
~40 / day
~174/day
ATTENTION IS SCARCE
We are exposed to as much data in a single
day than someone in the 15th century would
be in their entire lifetime.
FLOODGATES
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1,440 MINUTES IN A DAY 10,000 BRAND MESSAGES / DAY 8 SECOND ATTENTION SPAN
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•SCAN rather than read
•Bombarded by constant interruptions
•Crave stimulation
•Easily distracted
Our Malleable Minds
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Continuous Partial Attention
Who do we trust?
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Source: Edelman Trust Barometer
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THE HALO EFFECT
THE HALO EFFECT WORKS BOTH WAYS
LIKE ONE ASPECT
POSITIVE PREDISPOSITION
TOWARD EVERYTHING ELSE
DISLIKE ONE ASPECT
NEGATIVE PREDISPOSITION
TOWARD EVERYTHING ELSE
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B2B THOUGHT LEADERSHIP
88% increased
respect /
admiration
82%
increased
trust
63% sense
caliber of
thinking
Research by Edelmen + LinkedIn
45% award
business
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56% of buyers do not get valuable
insights from the thought leadership
they consume.
B2B THOUGHT LEADERSHIP
“Having the answers to the biggest
questions on the minds of your
buyers, and providing your unique
perspective on these hot topics.” –
Michael Brenner
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30+ WAYS TO
CREATE BUZZ
Become an
authority Command
attention
Get others talking
about your ideas
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Leverage your unique
internal data assets
NetProspex’s expansive database of crowdsourced business contact information.
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2
Repurpose into
multiple pieces
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Create your own
unique research data (repeat annually)
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Build win-win
relationships with
media partners
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Maximize use of
data assets
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Make the most out of
your event sponsorships
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Offer real value
in your pre-show
appointment-
setting email
“I thought there were a lot
of synergies. Could we
possibly meet to have a
quick chat? To give you an
idea of what we do… ”
Does Katie Martell
Consulting need
an easy-to-use,
yet robust pay-
per-call platform?
Hopefully you could swing by to discuss your communication
/ outsourcing needs and the benefits XXXX might derive from
working with your firm as well.
PS. Please be sure to enter one of our "cool" giveaways of a
YETI cooler or one of the YETI mugs. See you soon!
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Is a booth still a
booth if it’s a
destination?
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A rising tide
lifts all ships
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Create your own events
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Conduct a
mini-media tour at
events
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Insert your
narrative into
speakers’
presentations
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Know who
influences your
buyers and
industry
Analysts
Media
Event programmers
Podcasters + Bloggers
Authors / Speakers
Influencers
Micro-influencers
Armchair analysts
Celebrity customers
Business leaders The biggest barriers to working with
influencers revolve around choosing
who and how to engage.
- Brian Solis Principal Analyst, Altimeter
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Incorporate influencer
POV into your content
(and make it easy to share)
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Know your media
in 2017
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Help the media
write a story and
achieve their goals
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Mind the calendar
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Choose the right
spokesperson
- Captivology, Ben Parr
RATIONAL-LEGAL TRADITIONAL CHARISMATIC
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Tear down the wall
between
PR and Content
1. Content without PR gets lost
2. Coverage boosts content credibility
3. PR ensures timeliness
4. Shared goals
5. Same core of storytelling
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Get on stage
Innovation Women
• www.innovationwomen.com
Speakizi • speakizi.com
Technically Speaking • tinyletter.com/techspeak
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Become a guest
columnist
Outlet Consideration How to get in
Harvard Business
Review
Marketing, decision making,
negotiations, organizational
change, management
Send pitch to [email protected]
New York Times Challenge the POV of what’s in
the paper
Send draft to [email protected]
Mashable Send tip or editorial suggestion http://mashable.com/submit
Entrepreneur Become a contributor https://www.entrepreneur.com/pa
ge/236106
Inc Story idea or pitches [email protected],
Business Insider Story ideas or article pitches [email protected]
Fast Company Leadership Editor Kathleen Davis
Forbes Opinion [email protected]
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Create news by
showing momentum
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Announce an
interesting
partnership or
consortium
“Trinity of Tedium”
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News-jack something
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25 H.A.R.O.
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LinkedIn Publishing
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Apply for – and win –
industry awards
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Create your own
awards program
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Start a
professional
organization
MOCCA
“Marketing Operations Cross Company Alliance”
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WRITE THE BOOK
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“Connect your story to the outside world,
to something bigger than your company,
to a topic that people are already writing
about. A movement, a holiday, a
happening. Plug into the Zeitgeist.”
- Brian Dema, Director of Marketing Strategy, Silicon Valley Bank
So, what do
you want to be
known for?
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Ask me anything at the Post-Presentation Huddle!
Subscribe to The World’s Best Newsletter at Katie-Martell.com