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B2B marketing is transforming. The old methods simply don’t work. Business buyers don’t respond to cold calls and banner ads don’t work. Customers want to look in to things themselves, explore their options and shortlist the finest. Thus a new approach is needed – that is content marketing. This Slideshare gives the B2B marketer all the knowledge that is needed to update the mind-set to the modern world.
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WHY B2B CONT
ENT
MARKETING IS
SO IMPORTANT
It’s a new dawn of marketing@karlfiltness
B2B MARKETIN
G MUST CHA
NGE
The buyer process is transforming! @karlfiltness
Business buyers do not contact suppliers directly until 57 % of the purchase process is complete.
How much?@karlfiltness
<- This much! 0% 100%57%
When you see me, click me to tweet.
Business buyers do not contact suppliers directly until 57 % of the purchase process is complete.
@karlfiltness
By 2020, customers will manage 85% of their relationships without talking to a human.
Is your business ready?@karlfiltness
94 % start the purchase process from Google
Will they find YOU?@karlfiltness
80 % B2B purchasing starts by the BUYER contacting the seller.
Are you pushing or pulling?@karlfiltness
WHAT ABOUT
BANNER ADS?
They help with this, right?@karlfiltness
WRONG!
They just don’t work@karlfiltness
How many do you remember?
Every month, you see 1700 banners!
@karlfiltness
A fax would probably be more effective
The average CTR of a banner is 0,1 %
@karlfiltness
Display ads suck!
Up to 50% of the clicks on a mobile banner ad are accidental
@karlfiltness
Scott Sorokin (and a hint of Jay-Z)
“Banners have 99 problems and a click ain’t one.”
@karlfiltness
THIS IS WHY CONTENT
MARKETIN
G IS
SO IMPORTANT!
Without it you won’t survive! @karlfiltness
STILL NOT
CONVINCED?
Get on board and see what lies ahead -> @karlfiltness
9 REASONS TO USE CONTENT
MARKETIN
G
They will blow you away@karlfiltness
Lets take a closer look ->
1. It’s effective 2. It beats ad immunity 3. It drives engagement 4. It can be storytelling 5. It aids customers 6. It raises brand awareness 7. It provides share of mind 8. It drives traffic 9. It improves SEO
@karlfiltness
Real results1
EFFECTIVE Using content-‐driven
tactics saves an average of 13% in overall cost per lead.
@karlfiltness
Become a stealth promoter2Companies that excel at
lead nurturing generate 50 % more sales-‐ready leads at 33 % lower cost.
AD IMMUNITY
@karlfiltness
What is on your website?3ENGAGEMENT73% of online consumers get frustrated with websites with content that has nothing to do
with their interests.
@karlfiltness
Tell your own story4STORYTELLING
82% of marketers who blog see positive ROI for their content-‐driven marketing.
@karlfiltness
Feel the love!5AID CONSUMERS 90% of consumers find custom content useful and 78% believe that organisations providing it are
interested in building good relationships with them.
@karlfiltness
If they know you, they’ll like you6BRAND AWARENESS
B2B marketers who use blogs generate 67% more
leads than those who do not.
@karlfiltness
Hard work pays off7SHARE OF MIND
Brands that create 15 blog posts per month average 1200 new leads per month.
@karlfiltness
You need those eyeballs8
TRAFFIC Companies publishing at least 15 blog posts per month get
5X more traffic than those that don’t blog at all
@karlfiltness
Start creating now!9
SEO Companies with 51-‐100 pages on their website generate
48 % more traffic than those with 1-‐50 pages.
@karlfiltness
START THE
ASCEND TO
BETTER MARKETING
TODAY
It’s not that steep. You can do it! @karlfiltness
LIKE THIS?Share it with your marketing
friends who are alone in the dark and bring a glimpse of light.
Questions? Hit me with a tweet: @karlfiltness
CHECK THE FACTSSlide 3&4: http://www.avanade.com/Documents/Resources/the-‐new-‐customer-‐journey-‐global-‐study.pdf Slide 5: http://mktimages.gartner.com/pv_obj_cache/pv_obj_id_92DB197B681D1A1003F701CB30B626FF3B111B00/filename/ Slide 10: http://www.newmediaandmarketing.com/the-‐average-‐person-‐is-‐served-‐over-‐1700-‐banner-‐ads-‐per-‐month/ Slide 11: http://www.smartinsights.com/internet-‐advertising/internet-‐advertising-‐analytics/display-‐advertising-‐clickthrough-‐rates/ Slide 12: http://www.businessinsider.com/error-‐rate-‐for-‐mobile-‐ad-‐fat-‐finger-‐clicks-‐2012-‐10 Slide 15: http://contentmarketinginstitute.com/ Slide 23: http://blog.hubspot.com/marketing/2013-‐inbound-‐marketing-‐stats-‐charts Slide 24: http://blog.hubspot.com/blog/tabid/6307/bid/30901/30-‐Thought-‐Provoking-‐Lead-‐Nurturing-‐Stats-‐You-‐Can-‐t-‐Ignore.aspx Slide 25: http://offers.hubspot.com/scare-‐your-‐boss-‐into-‐better-‐marketing Slide 26: http://www.stateofinboundmarketing.com/ Slide 27: http://www.cmocouncil.org/content-‐roi-‐program-‐details.php Slide 28: http://marketeer.kapost.com/blog-‐post-‐template/#ixzz3JPYBAeWW Slide 29: http://blog.hubspot.com/marketing/2013-‐inbound-‐marketing-‐stats-‐charts Slide 30: http://marketeer.kapost.com/blog-‐post-‐template/#ixzz3JPZCN4bl Slide 31: http://scottmckelvey.com/the-‐stats-‐that-‐make-‐a-‐bulletproof-‐case-‐for-‐business-‐blogging/
That’s a long list now, isn’t it?@karlfiltness
