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Rethink:B2B

Marketing

Rethink B2B Marketing

• Don’t Tell a Story, Create a Narrative

• Planning and Strategy

• Digital Reimagination

• Stop talking about yourself: Amex Open Forum

• A world of Tiny Screens: IBM

• Scarcity is a motivator: Bing Ads

• Treat your service like a product: Box

• This message will self-destruct

Don’t Tell a Story…

Create a Narrative…

There is no end to a narrative…

Why Be Transparent?

Planning and Strategy

• “What do we do?”

• “For whom do we do it?”

• "How do we excel?“

Planning and Strategy

“How do we connect directly in an open and connected world?”

Digital Reimagination

“Social Media, similar to Mobility, started first in the consumer domain and now has gained significant traction within the enterprise.”

• Amex enables the conversation and fosters the connection between SMBs

• They provide the speakers that engage in the hard questions we all ask ourselves as SMBs

• No hard sales

• Evolutionary by design

Stop Talking About Yourself: Amex

B2B borrows best from consumer:

• Red Bull enables the conversation and fosters the connection between extreme athletes

• They provide the experience

• No hard sales

• Evolutionary by design

Stop Talking About Yourself: Amex

A World of Tiny Screens: IBM

• Viral is a myth. Everything is engineered.

• By studying behavior and data, the best narrative helped explain IBM’s POV around “storage.”

• Views are great, shares are better

• Don’t believe the hype on “make good content.” Engineer good content with a plan on how to distribute it for micro-targeted effectiveness

B2B borrowing from consumer:

• An engineered “viral” video

• By studying behavior and data, the best narrative helped explain Samsung’s POV around “video quality”

• Shares were the goal

A World of Tiny Screens: IBM

Scarcity is a motivator: Bing Ads

• From one idea comes many assets

• Figure out the core narrative, create assets to support it

• Think micro, not macro

• Social as the new product assembly line

Scarcity is a motivator: Bing Ads

• From one idea comes many assets

• Figure out the core narrative, create assets to support it

• Think micro, not macro

• Social as the new P2P connector

• Assets helped create PR placements

Your service is a product: Box

• Linguistics can shape you:• Product vs. Service

• Customer vs. Client

• Provider vs. Agency

• Collective vs. Brand

• Growth Hacker vs. Marketer

• Global vs. Local

• How you define yourself is how your customers define you

• Perception is reality

This Message Will Self-Destruct

• This data will be outdated in 8 weeks

• Constantly tinker, experiment, evolve. Planning and strategy with data is your guide

• There is no algorithm. Approach strategy like an ongoing plan

@djgeoffe

slideshare.net/geoffreycolon

Let’s connect and rethink the world together…

Personal:

Professional:

@bingadsslideshare.net/bingads