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6 B2B Telco Marketing Trends to Master Now

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Winning over digital natives who are looking for the right service provider is all about working smarter, not harder. We know how to help you stay ahead of the curve and thrive amidst the competition.

We take you through the trends and tactics we think are critical to winning in B2B Telco.

Publicado en: Marketing
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6 B2B Telco Marketing Trends to Master Now

  1. 1. 6 B2B Telco Marketing Trends
  2. 2. Less than 10% of Telco marketers believe they are highly advanced when it comes to being more: • data-driven • customer-responsive • digitally adaptive Trends For Evolving Telcos 2 10%
  3. 3. That Can Be Applied To Your Marketing Today Six approaches that fit neatly into the traditional planning framework 01 02 03 04 Creative 2. Blockbusters 3. Touchpoint Consistency Distribution 4. Hyper-targeting 5. Brand Investing Audience 1. Thought Leadership Measurement 6. Cost per Connection
  4. 4. The True Value of Thought Leadership 1
  5. 5. The B2B Buying Process Is Especially Emotional B2B marketing and B2C marketing are fundamentally different Jon Miller CEO and cofounder of Engagio, previously cofounder of Marketo “It’s not a big deal if you buy the wrong can of soda.” Don Draper Creative Director at Sterling Cooper, fictional character on Mad Men “Nobody ever got fired for buying IBM.”
  6. 6. …believe TL increases trust 83% Business Decision Makers 81% C-Suite Executives …believe TL increases trust 49% B2B Buyers Trust Thought Leaders B2B marketers who “define the buying vision” earn trust B2B Marketers B2B Buyers Edelman + LinkedIn Study: How Thought Leadership Impacts B2B Demand Generation
  7. 7. B2B Buyers RFP Thought Leaders What B2B buyers “RFP” is thought leadership …believe TL wins more RFPs 17% …believe TL wins more RFPs 63% Business Decision Makers 64% C-Suite Executives B2B Marketers B2B Buyers Edelman + LinkedIn Study: How Thought Leadership Impacts B2B Demand Generation
  8. 8. B2B Buyers Pay Premiums to Thought Leaders Thought leadership wins both market share and premium pricing …helps me charge premium pricing 10% …I am willing to pay premium pricing 49% Business Decision Makers 47% C-Suite Executives B2B Marketers B2B Buyers Edelman + LinkedIn Study: How Thought Leadership Impacts B2B Demand Generation
  9. 9. But B2B Buyers Aren’t Getting What They Need Marketers haven’t identified a repeatable approach What percent of the time do you get value from thought leadership? 44% Edelman + LinkedIn Study: How Thought Leadership Impacts B2B Demand Generation B2B Buyers
  10. 10. “In most cases, business customers do not relate Telcos and ISPs with B2B solution providers. The only way a Telco or ISP can make a mark in the B2B space is to position themselves as a thought leader, or trusted advisor, through a robust content marketing strategy framework.” 10 Recommendation: Invest In Thought Leadership of BDMs say TL increases their trust in an organization 82% - B2Bento.com
  11. 11. The Repeat Profitability of Blockbusters 2
  12. 12. Most Marketers Imitate the Newspaper Model But real-time journalism is a difficult business
  13. 13. Instead, Imitate Disney’s Franchise Formula Tell (i) fewer, (ii) older, and (iii) merchandisable stories
  14. 14. Use Disney’s “Total Merchandising” Approach Monetize the same IP across different formats and channels
  15. 15. The Franchise Formula Works For Telco Too In B2B, we sell expertise, not entertainment
  16. 16. MQLNO YES REVENUESALESNURTURE NO BLOCKBUSTER B2B Franchises Win by Being “Always Relevant” The art of saying the same thing in 50 to 100 different ways
  17. 17. We’ve Got a Playbook: “Blockbuster Marketing” Covering audience, creative, distribution + measurement
  18. 18. The Need for Touchpoint Consistency 3
  19. 19. Almost No Advertising Gets Remembered There’s simply too much supply: Consumers see 5,000+ ads per day
  20. 20. Brand Memory Requires Pattern Recognition Mathematically, brand = consistency x frequency x scale x time
  21. 21. Touchpoint Consistency Builds Brand Memory Manage brand pattern amid a Cambrian explosion of channels
  22. 22. The End of Hyper-targeting 4
  23. 23. Brands Are Overly Obsessed With Targeting Worry less about “zero waste” and worry more about environment
  24. 24. The Problem: Over-Targeting Excludes Buyers Marketers are starting to wake up to this expensive truth
  25. 25. The Solution for B2B Is “Relevant Reach” Reach the current and *future* buying committee CIO Junior IT Decision Makers Extended Buying Committee 2.7 Years
  26. 26. Relax Your Reach To Persuade More Buyers Start reaching the entire buying committee today TARGETED BUYERB R O A D N I C H E B2C B2B
  27. 27. Brands tend to spend where they can hyper-target buyers. But when your audience scope becomes too narrow, you actually begin excluding potential buyers. Hyper-targeting can drive up costs, including:  Cost per impression (CPMs)  Cost per click (CPCs)  Cost per lead (CPLs) …ultimately limiting reach and sales. At 10+ employee companies, half of buyers are junior. 27 50% Recommendation: Invest In Lifetime Customer Value
  28. 28. The Rules of Brand Investing 5
  29. 29. #1: Practice the “60/40 Rule” Brands need to balance long- and short-term objectives “Investment in long-term brand and trust building, combined with short-term brand activations to reap the sales benefits of those investments” 60/40 RULE
  30. 30. #2: Plan for the “10:1 Rule” Even Star Wars spends aggressively on paid media – so should you
  31. 31. #3: Optimize for the “80/20 Rule” Don’t treat all content equally – invest in winners
  32. 32. The Economic Case for Connection Density 6
  33. 33. Everyone Is “Counting” the Wrong Metrics Current industry metrics (CTR, CPC) do not correlate with brand value Not everything that counts can be counted, and not everything that can be counted counts. Albert Einstein
  34. 34. Cutting-Edge Measurement Connects to the Offline World Things like “connection density” do correlate with brand value 8.2% 5.1% 4.8% 3.9% 3.5% Most-Connected Metro Regions 2 3 4 Least-Connected Metro Regions More Connections, More Job Growth (Average Job Growth, 2010-2014) *Based on index of connectedness. 2014 employment based on first nine months of year. Data: LinkedIn, Bureau of Labor Statistics, South Mountain Economics LLC
  35. 35. Content Helps to “Persuade” Connections Getting “relevant reach” supports alignment of sales and marketing 16% 40% Non-Nurtured Prospects Prospects Exposed To Content +150%
  36. 36. 36 For Telcos’ marketing efforts to be effective, it’s crucial to uncover a more sophisticated form of measurement that better identifies purchase intent. Telcos might benefit from a new metric, connection density (CD), which measures how connected certain groups of professionals are. • Use social selling to build trusted relationships • Tap employees’ networks • Don’t forget about influencers Recommendation: Invest In People Metrics 3 1. Use social selling to build trusted relationships 2. Tap employees’ networks 3. Don’t forget about influencers Approaches
  37. 37. Great. So, How Can I Take Advantage of These Trends Tomorrow?
  38. 38. 1 Thought leadership is what sells 2 Structure your thought leadership into “blockbusters” 3 Use your “blockbusters” to create touchpoint consistency
  39. 39. 4 Reach your entire audience – junior and senior 5 Invest according to the 60/40, 10:1, and 80/20 rules 6 Value the “connections” created through content
  40. 40. Q&A

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