Enabling complex B2B sales with PR and content marketing

Matt Wilkinson PhD MBAAccount Director

Pinnacle Marketing Communications

Enabling complex B2B sales with

public relations and

content marketing

B2B sales are complex, time-consuming and frustrating.

Some sales cycles can

take years

…and involve lots of meetings

It can feel like you are just burning money

and throwing it away!

the door to success isn’t always signposted

What you need is great marketing support

from an agency like Pinnacle

that can raise awareness and drive profitable action

the internet has changed everything

how we consume information

how we shop

how we search

100 Billion searches a month

the amount we search

Measure what matters, Google

The internet has made the Customer Journey more complex

To be successful you have

to be present in the

moments that matter

Measure what matters, Google

The personal value a B2B solution offers has

2x the impact of the business value it provides.

B2B customers are much more emotionally

attached to the brands they purchase from than

B2C customers are.

Promotion to Emotion: Connecting B2B Customers to Brands., Google and CEB

so they are more diligent before they buy

To get clicks you need to reach the top

60%

But you also need brand recognition

86% of people only select results from

companies they recognise

but marketing has a dirty little secret

“Customers don’t

care about you, your

products or your

services. They care

about themselves

and what you can

do for them.”

Messaging overload

Customers

are exposed

to over 5,000

marketing

messages

every day.

What is content marketing?

“Content marketing is a marketing

technique of creating and distributing

valuable, relevant and consistent

content to attract and acquire a clearly

defined audience – with the objective

of driving profitable customer action.”

Or to put it another way

Traditional marketing and advertising is

telling the world you are a rock star

PR is getting other people to spread the word you are a rock star…

Content marketing is showing them

you are a rock star

Content marketing is NOT new!

4000BC – Effective hunting – a two point guide to hunting deer with spears

1895 - John Deere

launches

“The Furrow”

magazine

1900 - The Michelin Guide - helps drivers

maintain their cars and find decent food and

lodging

Felix Baumgartner

- Fall from Space

>37million YouTube views

Don’t bet your marketing on

being the 1 in 1,000,000

Fish where the fish are

with content they want to consume

and you need to promote your content

A lot of companies invest in content marketing on the

assumption that this is how it works!

Me Make

ContentHuman Click They buy = We

make money

This is how content marketing really works:

We Make

Content.Humans click.

If they like it, they

remember.

Maybe they think

of me when

prompted.

We can build

trust and

relationship with

Clicker.

When they need

our product, they

come back.

Why leave it to chance?

You need to capture and nurture leads

Input Details

Lead

Newsletter

Website

Landing Page

Prospect

3rd party media / PR

Curiosity Education Persuasion

Cynical Trusting

Sale

turn cynicism into trust

62%

Cost per lead

Content marketing can reduce your cost per lead

The ROI?

ROI can be >250x

Got questions? then give us a call on:

+44 (0) 208 869 9339

or visit:

www.pinnacle-marketing.com