the rise of the b2b blockbuster

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The Rise of The B2B BLOCKBUSTER

Post on 07-Jan-2017

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The Rise of TheB2B BLOCKBUSTER

The current approach to B2B marketing is broken

Marketers Are Trying To Imitate NewspapersJournalism is hard to scale and not profitable --- its a bad business model

We believe theres a better marketing model for B2B

We call itB2B Blockbusters

Blockbusters Are The New Way To Monetize ContentFor a leading indicator, check out Disneys content calendar

SUMMER2015FALL2015WINTER2015SPRING2016SUMMER2016FALL2016WINTER2016SPRING2017SUMMER2017

Leading indicator of how to GTM with content should be entertainment industryOver past 10 years, bought Pixar, Marvel, Star WSince focusing on repeatable franchises, Disneys revenue is up 61%

Their Value Flows From Their ExtensibilityIt allows brands to monetize multiple channels with the same IP

And this can be used across all marketing channels, search, social, fb, lnkd, etc7

Blockbusters Both Build Brand & Drive LeadsBig bets deliver big returns our blockbuster has delivered 18,000% ROI

MQLNOYESREVENUESALESNURTURE

NO

BLOCKBUSTER

Blockbusters solve many marketers biggest problems1Theyre Easier: Youre focusing on fewer things2Theyre Higher Quality: Fewer things can be done better3Theyre More Effective: Better things breakthrough4Theyre Sustainable: You can market them year after year

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Thats why were investing inBlockbusters-As-A-Service

Well Use Our Data To Build Your Clients BlockbusterWith a proprietary full-service solution

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Audience Insights1

We Start By Identifying The Right BuyersUsing our LinkedIn Insights Tag to create propensity models

100 MMBDMs Sphereof Influence27 MBDMs10 MCXOs

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Then We Analyze Their Topical InterestsLeveraging LinkedIns data to determine which topics are ownableCXO Share of US Engagement

Business IntelligenceAll

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Creative Strategy2

Your Blockbuster Will Consist of Four Key ElementsThis is a framework that connects content strategy to business strategyMISSIONBUSINESS LINEBLOCKBUSTER1OriginalInsights2TouchPoints3 Brand Characters4SocialFirstB2B MARKETINGSOPHISTICATED GUIDEPERSONAL FINANCETHE STOCK OF YOU

SUCCESSAMBITION

THE STOCK OF YOU

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1. Blockbusters Are Based On Original InsightsThese can be developed by in-house SMEs or via a third party

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2. Blockbusters Must Be Designed For Social FirstInsights must come to life in the feed, not on a site or in a PDF

PWC is doing this well, no one else really isWhy drive offsite? It cuts reach by 99% probably, since no one clicks on things, instead it could be 10 infographics

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3. Blockbusters Should Enable Touchpoint ConsistencyA unified experience across all channels improves recall + consideration.

And this isnt just marketing, do the consultants decks look this? Do your e-mail signatures look like this?

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4. Blockbusters Should Feature Brand CharactersPeople trust people more than faceless corporations

Show different examples of how to feature brand characters, interviews, blog posts, videos20

Distribution Tactics3

Heres Our Distribution Framework For BlockbustersA properly distributed blockbuster consists of four key elementsMISSIONBUSINESS LINEBLOCKBUSTER1.NativeFormats2.TargetedReach3. AlwaysOn4.60/40RuleMISSIONBUSINESS LINEBLOCKBUSTER1.NativeFormats2.TargetedReach3. AlwaysOn4.60/40RuleMISSIONBUSINESS LINEBLOCKBUSTER1.NativeFormats2.TargetedReach3. AlwaysOn4.60/40Rule

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1. Blockbusters Are Delivered Via Native FormatsOur data can power personalized, sequential messaging

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2. Blockbusters Should Reach The Entire CommitteeForget about precision targeting, optimize for relevant reach

TARGETED BUYER

Junior Decision MakersExtended Buying Committee

This is the biggest mistake in distribution today, niche targeting, precision targetingIf anyone would believe in precision it would be us, we could show you cxo targeting and account based marketing but we dont believe in itWhy? These three reasonsSo think of your framework with targeting layered into it

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2. Blockbusters Should Reach The Entire CommitteeForget about precision targeting, optimize for relevant reachSUCCESSTARGETINGB2B MARKETINGTECH TRENDSTARGETINGTALENTTECH TRENDSTARGETINGSALESTECH TRENDSTARGETINGRUN OF PROFESSIONALMARKETINGHRSALES

This is the biggest mistake in distribution today, niche targeting, precision targetingIf anyone would believe in precision it would be us, we could show you cxo targeting and account based marketing but we dont believe in itWhy? These three reasonsSo think of your framework with targeting layered into it

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3. Blockbusters Should Obey The 60/40 RuleBlend lead-gen into your brand-building efforts

Investment in long-term brand andtrust building, combined with short term brand activations to reap the sales benefits of those investments

60/40 RULE

Its not enough to just say hey were thought leaders, need to explain what you actually do, youre not Disney, content isnt the productThis was never possible before on our platform but will be now with CRM/Retargeting etc. 26

4. Blockbusters Fuel Always-On MarketingIts the best way to minimize costs and maximize recall

Spend

CTR

impressions are needed in order for ad recall to begin7+

7+ Impressions for Ad Recall

Reach part is obvious, more opportunities to get in front of them when youre always on, and during a long buying cycle that makes senseBut the recall part is more importantLower costs because you earn relevancy and can optimize bigger data setsMoney saved on creation can be poured into distribution27

Holistic Measurement4

Measure Quality Reach With Audience ValidationDid our blockbuster reach our most valuable buyers?Effective Cost per Supervisor + SMB Impression

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Measure Quality Impact With Brand ResearchDid our blockbuster establish our brand as an expert on this topic?

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Measure Quality Sales With Closed-Loop AttributionHow much revenue did our blockbuster-acquired leads drive?

01020304Marketing Qualified LeadSalesQualified LeadCost Per LeadRevenue

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