david burnand cmo b2b conference
DESCRIPTION
TRANSCRIPT
B2B CREATIVITYINTRODUCING THE BIG LONG IDEA
// But first a Gorilla…
//
// FUNDAMENTALS
Authentic / Differentiated / Relevant
// B2B needs BIG ideas
CEO
HRStaff
CI0
Investors
IT Manager
Internal
IT People
Press
CEO
HRStaff
Investors
IT Manager
IT People
Press
Light box
Banners
Video
Emails
PR
Blogs
Tweets
MobileDM
Whitepaper
CI0Internal
BIG
ID
EA Light box
Banners
Video
Emails
PR
Blogs
Tweets
MobileDM
Whitepaper
CEO
HRStaff
Investors
IT Manager
IT People
Press
CI0Internal
// B2B needs LONG ideas
BIG
ID
EA
Emails
Blogs
MobileDM
“I’ll have one
of those please.”
Time
CustomerAware
The Long Idea
BIG
ID
EA
Light box
Banners
Video
Emails
PR
Blogs
Tweets
MobileDM
Whitepaper
CEO
HRStaff
InvestorsIT Manager
IT People
Press
CI0Internal
Time
CustomerAware
The Long Idea
Awareness
content
BIG
ID
EA
Light box
Banners
Video
Emails
PR
Blogs
Tweets
MobileDM
Whitepaper
CEO
HRStaff
InvestorsIT Manager
IT People
Press
CI0Internal
Time
CustomerAware
The Long Idea
Awareness
content
Consideration
content
BIG
ID
EA
Light box
Banners
Video
Emails
PR
Blogs
Tweets
MobileDM
Whitepaper
CEO
HRStaff
InvestorsIT Manager
IT People
Press
CI0Internal
Time
CustomerAware
The Long Idea
Awareness
content
Consideration
content
Decision
content
BIG
ID
EA
Light box
Banners
Video
Emails
PR
Blogs
Tweets
MobileDM
Whitepaper
CEO
HRStaff
InvestorsIT Manager
IT People
Press
CI0Internal
Time
CustomerAware
The Long Idea
Awareness
content
BIG
ID
EA
Light box
Banners
Video
Emails
PR
Blogs
Tweets
MobileDM
Whitepaper
CEO
HRStaff
InvestorsIT Manager
IT People
Press
CI0Internal
Time
CustomerAware
The Long Idea
Awareness
content
Consideration
content
BIG
ID
EA
Light box
Banners
Video
Emails
PR
Blogs
Tweets
MobileDM
Whitepaper
CEO
HRStaff
InvestorsIT Manager
IT People
Press
CI0Internal
Time
CustomerAware
The Long Idea
Awareness
content
Consideration
content
Decision
content
BIG
ID
EA
Light box
Banners
Video
Emails
PR
Blogs
Tweets
MobileDM
Whitepaper
CEO
HRStaff
InvestorsIT Manager
IT People
Press
CI0Internal
// But content isn’t enough
CMO
Customer Services
Pre Sales
Sales Support
Product Development
Finance
Sales