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B2B Buyers Are ScaredB2B is not “rational,” it’s even more emotional than B2C
Jon MillerCEO & Co-Founder at Engagio,
previously Co-Founder at Marketo
“It’s not a big deal if you buy the wrong can of soda.”
Don DraperCreative Director at Sterling Cooper,
fictional character on Mad Men
“Nobody ever got fired for buying IBM.”
…believe it increased trust
in the organization
82%Business
Decision Makers
81%C-Suite
Executives
…believe it builds trust in our
organization among potential clients
49%
Thought Leadership “De-Risks” The Buying ProcessIt establishes trust, which leads directly to sales
…believe it gets them more RFPs
17%
…believe it invites the organization
to propose on a project
37%Business
Decision Makers
41%C-Suite
Executives
Among Creators of Thought Leadership… Among Decision Makers…
Marketers Are Trying To Imitate NewspapersArticles are hard to monetize--- journalism is a tough business
S U M M E R
2 0 1 5
FA L L
2 0 1 5
W I N T E R
2 0 1 5
S P R I N G
2 0 1 6
S U M M E R
2 0 1 6
FA L L
2 0 1 6
W I N T E R
2 0 1 6
S P R I N G
2 0 1 7
S U M M E R
2 0 1 7
Hollywood Is Much Better At Monetizing ContentDisney is the first studio to make $6B, by focusing on “familiarity”
A B2B Blockbuster Monetizes A Brand’s ExpertiseFamiliar IP assets that get extended into many digital channels/formats
This Lenovo Blockbuster Drove $118M In SalesAnd turned Lenovo into an authority on Enterprise IT
Results
• $118MM generated in sales over first 13 months.
• 4.5k SQLs generated per month.
• 14.6k uniques per month.
Highlights
• Winner 2016 – CMI’s Content Marketing Program ROI/Program Measurement.
• Nominee 2016 – CMA’s Best Annual Content Strategy & Best Distribution.
Blockbusters
solve many
marketer’s
biggest
problems
1 They’re Easier: You’re focusing on fewer things
2 They’re Higher Quality: Fewer things can be done better
3 They’re More Effective: Better things breakthrough
4 They’re Sustainable: You can market them year after year
M E A S U R E M E N T
D I S T R I B U T I O N
C R E A T I V E
A U D I E N C E
We Can Help Your Clients Build B2B BlockbustersA full-service solution that allows clients to own key business topics
First, We Analyze Buyer’s Topical InterestsLeveraging LinkedIn + client data to guide content development
Offshore Drilling
Climate Change
Reserves
Energy Efficieny
Energy Conservation
Renewable Energy
Sustainable Energy
Smart Metering
Smart Grid
Energy Audits
Oil & Energy EngagementClicks + Likes + Comments + Shares
Then We Determine Which Topics Are OwnableBy benchmarking clients’ SOV against the competitive set
0%
2%
4%
6%
8%
10%
12%
14%
16%
Sh
are
of U
S E
nga
ge
ment
Professional Development All
En
ga
ge
ment In
de
x
Brands in this category attract significant
engagement but are underrepresented in
the marketplace – generating greater brand
awareness and advocacy makes them a
serious threat to competitors.
Quiet Threats
High engagement and topic ownership
means brands in this category are
natural thought leaders.
Thought Leaders
With little engagement and little topic
ownership, these brands do not represent
a significant threat to others.
Laggards
These brands attract significant mindshare
without much engagement – they’re
crowding the marketplace with noise
and should focus on building greater
engagement with key audiences.
Noisemakers
Ownership of Topic Index
Your Blockbuster Should Follow This FrameworkIt connects content strategy to business strategy
MISSION
BUSINESS L INE
B L O C KBU STER
1Formulaic
Structures
2Touch
Points
3 Brand
Characters
4Social
First
B2B MARKETING
S O P H IST IC ATED
G U I D E
?
?
SUCCESS ?
?
You Can Create 100+ Assets With Minimal WorkThe same core IP gets re-used in a variety of formats and channels
2 Slideshares
6 Infographics
6 Blog Posts
1 Interactive Tool
One eBook 100+ LinkedIn Ads
1. The Blockbuster Has A Formulaic StructureChoose from a finite number of successful brand narratives
7 Basic Storytelling Plots
1. Overcoming the monster—Jaws
2. Rags to riches—Rocky (the original)
3. The quest—Star Wars
4. Voyage and return—Finding Nemo
5. Comedy—Annie Hall
6. Tragedy—Titanic
7. Rebirth—The Shawshank Redemption
7 Basic Plots in B2B
1. How-To Guide/Definitive Guide to [Your Take]
2. The State of [Industry Take]
3. The Annual Plan
4. The Trends Report
5. The Future of
6. The User Journey/Case Study [Client Take]
7. The Beginner’s Guide
2. The Blockbuster Will Be Designed For Social FirstInsights must come to life in the feed, not on a site or in a PDF
3. The Blockbusters Will Enable Touchpoint ConsistencyA unified experience across all channels improves recall + consideration
4. The Blockbuster Will Feature Brand CharactersPeople trust people more than faceless corporations
48Job Views
96Profile Views
48Company
Page Views
32New
Connections
16Company Page
Followers
100Employee
Shares
To Drive ROI, Test Our Newest ProductsUsing 1st Party data to guide audiences through the buying journey
MQ LNO YES REVENUESALESNURT URE
NO
BLOCKBUSTER
We Leverage Data Throughout To Reach Your AudienceRefining the parameters over time based on performance
19 MMSMBs
10 MSMB Managers+
5MMSMB IT Committee
Top-Funnel > Drive Awareness Of Your Clients’ ExpertiseDirect audiences to the central thought-leadership asset
NEW SFEED
PROGRAMMATIC
LI OFF NETW ORK
CAROUSEL ADS
Auto f i l l LP
1-Cl ick Lead Gen
Let Me Tell You A Bit More About 1-Click Lead GenIt’s a new product that capitalizes on “Social First” dynamics
▪ Capture up to 7 fields
▪ Recommend 3-4 at most
▪ Fields pre-filled with data
▪ All fields “required”
▪ User can edit fields
It’s A Fully Customizable Lead Capture SolutionBut best practices have started to emerge
Bottom-Funnel > Drive Sales Of Your Clients’ ProductsOnce audiences are exposed to central asset, push products messaging
NEW SFEED
RETARGETING
CRM MATCH
PRODUCT PAGE
CONVERSION PIXEL
Measure Quality Reach With Audience ValidationDid our blockbuster reach our most valuable buyers?
$17.19
$39.04$45.30
$78.33$82.83
$92.25
$113.78
LinkedIn (A) DSP (B) Publisher (C) Publisher (D) Network (E) Network (F) Publisher
Effective Cost per Supervisor + SMB Impression
Measure Quality Impact With Brand ResearchDid our blockbuster establish our brand as an expert on this topic?
Measure Quality Sales With Closed-Loop AttributionHow much revenue did our blockbuster-acquired leads drive?
01
02
03
04
Marketing
Qualified Lead
Sales
Qualified Lead
Cost Per Lead
Revenue
We Can Do All The Work Required To Build A BlockbusterThe services are added value, but the media is not
AUDIENCE
• Insights Tag
• Trending Content
• Topical Ownership
CREATIVE
• Blockbuster
• Previews
• Brand Characters
DISTRIBUTION
• Sponsored Content
• inMail
• Programmatic
MEASUREMENT
• Validation Study
• Brand Study
• Closed Loop Attribution
This Is How You Build A BlockbusterIt’s simple on the surface, but complex behind the scenes
BUSINESS LINE
BLOCKBUSTER
A U D IENCE
1.Original
Insights
2.Touch
Points
3. Brand
Characters
4.Social
First
C R EATIVE D I S TRIBUT ION M E A SUREMENT
B U YE R
I D E N T IF I C AT ION
TO P I C AL A N A LYSIS
1.Native
Formats
2.Targeted
Reach
3. Always
On
4.60/40
Rule
1.Qualified
Reach
2.Qualified
Impact
3.Qualified Sales