extreme b2b marketing
Post on 21-Oct-2014
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Why most B2B marketing sucks & what you can do about it. A new model that creates marketing that's better, smarter and, above all, faster.From Velocity, the B2B marketing agency specializing in technology, in digital and in speed.TRANSCRIPT
Extreme B2B Tech Marketing
adding some Velocity to your life
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Most tech marketing sucks because it’s boring.
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It’s boring because it’s a chore.
…all passion is drained out of it
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It’s a chore because it takes too long.
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It takes too long because it’s made by a committee.
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It’s made by a committee because everyone is frightened.
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Everyone is frightened because they don’t want to fail.
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The result is a lot of professional, credible, well-made turds.
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Tech marketing needs a kick in the head.
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Tech marketing needs Velocity.
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The five rules of Marketing Velocity
• No one can be more passionate about your company than you are– You set the ceiling, do you want an underground car park or the
Sistine Chapel?
• Consensus kills, speed thrills– Getting nine people to agree wastes time. Marketers have to do
much more, much faster.
• Failure is to be eagerly sought out– Every flop is a war medal. Your job is to collect so many you need
a new uniform to display them.
• Too much process murders passion– If you need a chart to track it, maybe you shouldn’t be doing it.
• Get the budget on the screen– Hit the market with something new every week
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Velocity marketing is
Fast
Short
Simple
Passionate
Easy to produce
Timely
Energetic
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The V team• A small team of ideas people
– Super-creative, multi-disciplinary
– Their job: engage with client and generate ideas
• A crack team of producers
– Young, fast, digital natives
– Their job: produce things and get them into the market
• A disciplined team of tacticians
– Experienced marketing campaigners
– Their job: drive people to the new content and vice versa
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Velocitize your marketing in 14 days
–Day One: Boil the Ocean Workshop– Where we learn everything we need to know about you
– Our side: Creative Director, Strategy Director, Digital Guru, Chef
– Your side: Marketing guy, Sales guy, Techie
–Day Two: We go away and play– Develop 15-20 new ways to look at your story
– Morning: two customer calls; Afternoon: work
–Day Three: We come back and bury you– And decide on five things we can do in the next ten days
–The Next Ten Days– We produce the five things.
–Day 14: we go live
