Craig Rosenberg @funnelholic www.linkedin.com/in/craigrose nberg 7 Things Every B2B Marketer Should Be Doing Differently in 2012 (and Beyond) Craig Rosenberg Thought Leader in b2b demand generation Author of the Funnelholic blog @funnelholic www.linkedin.com/in/craigrosenberg
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7 Things Every B2B Marketer Should Be Doing Differently in 2012 (and Beyond)
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Craig Rosenberg @funnelholic
www.linkedin.com/in/craigrosenberg
7 Things Every B2B Marketer Should Be Doing Differently in 2012 (and Beyond) Craig Rosenberg
Thought Leader in b2b demand generationAuthor of the Funnelholic blog @funnelholicwww.linkedin.com/in/craigrosenberg
“More than 60 percent of marketers report that their greatest marketing challenge for 2012 is generating more leads, and nearly two-thirds (63 percent) of respondents report that their marketing mix either doesn't meet sales demand or they're unsure of whether their mix is effective.”
Crain's BtoB Magazine and Bizo 2012 Marketing Survey
1. Content marketing – now it’s time to really act as a publisher2. Diversity of offer types (whitepapers, webinars, etc)3. Persona-based targeted marketing4. Account-specific campaigns5. Growth hacks (I am big on growth hacks)6. Mobile marketing7. Some social media thoughts
1. Create once, publish many2. Diversify your portfolio of offers3. Deliver a cadence of content
“Your objective…is to aim to identify people with a problem, a problem that your product or service can solve, and get those people to raise their hand and say “tell me more”
• Remember: Every buyer is unique in their preference for types of offers• If possible, mix your offers up in three ways:
– Offer types – Have a mix of white papers, webinars, video, blog posts
– Content – Don’t offer the same white paper over and over. Even if the content is similar, try different titles and content descriptions. Break an Ebook up into shorter white papers.
– Authors – Keep in mind, buyers prefer third party educational content. Mix that with your vendor-specific content
75% of executive respondents to an ITSMA survey said they would read unsolicited marketing materials that contains ideas that might be relevant to their business
A buyer persona is a description of a specific person for whom your products and services are intended. It goes beyond statistics and demographics, and defines behaviors, motivations, likes/dislikes, traits, etc. Its intent is to help you reach your customers on a human level. (Jeremy Victor)
“(A buyer persona is) a short biography of the typical customer, not just a job description but a person description. The buyer persona profile gives you a chance to truly empathize with target buyers, to step out of your role as someone who wants to promote a product and see, through your buyers' eyes, the circumstances that drive their decision process.“ (Adelle Revella)
Account-based marketing: Nuance's Net New Business Initiative• Highly Targeted: 650 Companies• Seven-touch campaign:
– Precise messaging for each target vertical and account– Vertically focused microsites– Direct Mail: Foam Finger with recipients name (Bob!)– Messages (email, phone) urging recipient to visit personal microsite– Book “Your Call Is (Not That) Important to Us” by Emily Yellin about
customer service and call-center issues.• ROI: 14-to-1 ROI to date. “Tons of deals got closed for this” – Lauren
If you don’t think mobile is big, I can’t help you
• Last year’s mobile data traffic was eight times the size of the entire global Internet in 2000.
• Mobile video traffic exceeded 50 percent of all video traffic for the first time in 2011.
• By the end of 2012, the number of mobile-connected devices will exceed the number of people on earth, and by 2016 there will be 1.4 mobile devices per capita.
• Nine in 10 young adults spend between one and five hours on their mobile devices daily.
• 91% of mobile workers use a smartphone for work.
1.) Optimize your website and downloadable content (Responsive Web Design)2.) Audio content works3.) Add social sharing buttons. 4.) Make mobile user-friendly forms5.) Provide click-to-call functionality6.) Make emails mobile-friendly.