7 Things Every B2B Marketer Should Be Doing Differently in 2012 (and Beyond)

7 Things Every B2B
Marketer Should Be
Doing Differently in 2012
(and Beyond)
Craig Rosenberg
Thought Leader in b2b demand generation
Author of the Funnelholic blog
@funnelholic
www.linkedin.com/in/craigrosenberg

Craig Rosenberg
@funnelholic

Demand generation is still hard
“More than 60 percent of marketers report that their
greatest marketing challenge for 2012 is generating
more leads, and nearly two-thirds (63 percent) of
respondents report that their marketing mix either
doesn't meet sales demand or they're
unsure of whether their mix is effective.”

Crain's BtoB Magazine and Bizo
2012 Marketing Survey

Craig Rosenberg
@funnelholic

The Seven “things”
1. Content marketing – now it’s time to really act as a publisher
2. Diversity of offer types (whitepapers, webinars, etc)
3. Persona-based targeted marketing
4. Account-specific campaigns
5. Growth hacks (I am big on growth hacks)
6. Mobile marketing
7. Some social media thoughts

Craig Rosenberg
@funnelholic

Content Marketing 101b
1. Create once, publish many
2. Diversify your portfolio of offers
3. Deliver a cadence of content

“Your objective…is to aim to identify people with a
problem, a problem that your product or service can
solve, and get those people to raise their hand and say “tell
me more” Howard Sewell, Spear Marketing

Craig Rosenberg
@funnelholic

Create once, publish many

 Publish a range of
content assets from a
single core piece of
content
 Once raw piece of
content can create
articles, posts,
whitepapers, e-books,
FAQs, videos…
Craig Rosenberg
@funnelholic
 www.linkedin.com/in/craigrosenberg

Create a diverse portfolio of offers

• Remember: Every buyer is unique in their preference for types of offers
• If possible, mix your offers up in three ways:
– Offer types – Have a mix of white papers, webinars, video, blog posts
– Content – Don’t offer the same white paper over and over. Even if the content is similar, try
different titles and content descriptions. Break an Ebook up into shorter white papers.
– Authors – Keep in mind, buyers prefer third party educational content. Mix that with your
vendor-specific content

Craig Rosenberg
@funnelholic

What publishers really do
 Think like a publisher –
content should be
pushed on a consistent
schedule

 Think like a television
network or radio show –
get your audience to
EXPECT content at a
particular day/time

Craig Rosenberg
@funnelholic

If you are relevant, they will
engage
75% of executive respondents to an
ITSMA survey said they would read
unsolicited marketing materials that
contains ideas that might be relevant to
their business

ITSMA
http://www.slideshare.net/digital
library/penetrating-target-
accounts-with-accountbased-
marketing Craig Rosenberg
@funnelholic

Even if they don’t know you….

Of those respondents, 92% would pay
attention even if it is from a company they
have never done business with

ITSMA
http://www.slideshare.net/digital
library/penetrating-target-
accounts-with-accountbased-
marketing Craig Rosenberg
@funnelholic

What is a buyer persona?
A buyer persona is a description of a specific person for whom your
products and services are intended. It goes beyond statistics and
demographics, and defines behaviors, motivations, likes/dislikes, traits, etc.
Its intent is to help you reach your customers on a human level. (Jeremy
Victor)

“(A buyer persona is) a short biography of the
typical customer, not just a job description but
a person description. The buyer persona
profile gives you a chance to truly empathize
with target buyers, to step out of your role as
someone who wants to promote a product and
see, through your buyers' eyes, the
circumstances that drive their decision
process.“ (Adelle Revella)

Craig Rosenberg
@funnelholic

Step 1: Understand the buyer
1 What do they do in their job every day? (responsibilities and activities)

2 What keeps them awake at night? (list 3-6)

3 What are their organizations biggest challenges?

4 How are they measured?

5 What do their buying processes typically look like?

6 Who else is on the buying committee?

7 Why would this persona buy your solution?

8 Why haven’t they bought your solution?

9 Where do they educate themselves?(online/offline)

Craig Rosenberg
10 How do they prefer to educate themselves? (eg. Webinars) @funnelholic

Step 2: Map the buyer journey
MARKETING FUNNEL LEAD QUALIFICATION FUNNEL SALES FUNNEL
Handoff to sales
SAL
field sales
Phone: will make decision
SQL in 2 months
Re-target: downloads vendor Site: views telesales
whitepaper LP 9C vendor demo
start to finish
Site: downloads third party
“buyers guide”
Email: completes IT priority Email: opens
survey and lists storage as top 3 Email: does not open
webinar email
MQL priority follow up survey
Phone: commits to
Re-target: no view online demo
click thru on
banner
Site: does not attend live webinar

Email: opens vendor Phone: cannot connect
incentive offer after 10 dials

Re-target: clicks thru ITManagement
banner on ESPN.com

Phone: won’t make
decision for 5 months
Marketing
Phone: no project right now;
Database
check back in 6 months
COLLECTING GATHERING COMPARING SHORTLISTING
INFORMATION REQUIREMENTS VENDORS VENDORS

Craig Rosenberg
@funnelholic

Monster.com Role-Specific
Communities

Users have options to
choose their
communities based
on their roles.

Craig Rosenberg
@funnelholic

Monster.com sales-specific content
community

Account Specific Campaigns
Account-Based Marketing (ABM) is a way to
build stronger relationships with your most
valued customers and prospects with highly
targeted marketing interactions that demonstrate
your in-depth understanding of their business
and technology issues. It’s a way to increase
your customer’s awareness of the total value you
offer to heightens their interest in you.

-ITSMA
Craig Rosenberg
@funnelholic

Account-based marketing:
Nuance's Net New Business
Initiative
• Highly Targeted: 650 Companies
• Seven-touch campaign:
– Precise messaging for each target vertical and account
– Vertically focused microsites
– Direct Mail: Foam Finger with recipients name (Bob!)
– Messages (email, phone) urging recipient to visit personal microsite
– Book “Your Call Is (Not That) Important to Us” by Emily Yellin about
customer service and call-center issues.
• ROI: 14-to-1 ROI to date. “Tons of deals got closed for this” – Lauren
Goldstein, Babcock and Jenkins

Via Babcock and Jenkins
@laurenondemand

Craig Rosenberg
@funnelholic

Highly Engaging, Highly Targeted

Craig Rosenberg
@funnelholic

Highly Personalized Engagement

Craig Rosenberg
@funnelholic

Account-Based Success Factors
• Early alignment with sales on priorities
Alignment • Ongoing alignment & integration

• Focused and validated by stakeholders
Targeting • Multiple contacts per organization

• Audience insights ruled supreme!
Personalization • Relevancy, relevancy, relevancy

• Innovative, relevant, personalized
Creativity • Integrated across multiple touch-points

Craig Rosenberg
@funnelholic

Growth Hacks

“What if we could “hack” our growth? Instead of paying
$20 to acquire a new customer, we could focus on
projects that continue to bring us new customers long
after we’ve finished improving. Paying for the hack once
and enjoying growth long after the fact sounds like a
good deal to me”
Lars Lofgren, KissMetrics

Craig Rosenberg
@funnelholic

Simple Homepage

http://blog.kissmetrics.com/the-6-best-growth-hacks/ Craig Rosenberg
@funnelholic

Product Integrations aka Facebook

http://blog.kissmetrics.com/the-6-best- Craig Rosenberg
@funnelholic
growth-hacks/ www.linkedin.com/in/craigrosenberg

The Iphone hack of the century

http://www.startupplays.com/blog/top-5-
successful-startup-growth-hacks/
Craig Rosenberg
@funnelholic

If you don’t think mobile is big, I
can’t help you
• Last year’s mobile data traffic was
eight times the size of the entire global
Internet in 2000.
• Mobile video traffic exceeded 50
percent of all video traffic for the first
time in 2011.
• By the end of 2012, the number of
mobile-connected devices will exceed
the number of people on earth, and by
2016 there will be 1.4 mobile devices
per capita.
• Nine in 10 young adults spend
between one and five hours on their
mobile devices daily.
• 91% of mobile workers use a
smartphone for work. Craig Rosenberg
@funnelholic

B2B mobile marketing moves

1.) Optimize your website and downloadable content
(Responsive Web Design)
2.) Audio content works
3.) Add social sharing buttons.
4.) Make mobile user-friendly forms
5.) Provide click-to-call functionality
6.) Make emails mobile-friendly.
•http://blog.hubspot.com/blog/tabid/6307/bid/29362/6-Ways-B2B-Marketers-Should-Optimize-for-Mobile-
Browsing.aspx#ixzz21nhpmZFR
•http://b2bdigital.net/2012/05/09/10-things-you-need-to-know-about-b2b-mobile-marketing/

Craig Rosenberg
@funnelholic

The 8 million tips for B2B social
media

Craig Rosenberg
@funnelholic

Put social sharing on everything
• Reg forms
• Thank you pages
• Blog posts
• White papers
• Individual pages of whitepapers
• Video
• Infographics

Craig Rosenberg
@funnelholic

Incent Social Sharing
Example A: Drop Box

Craig Rosenberg
@funnelholic

My final “thing”
Please have fun…thank you

Craig Rosenberg
@funnelholic

7 Things Every B2B Marketer Should Be Doing Differently in 2012 (and Beyond)

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7 Things Every B2B Marketer Should Be Doing Differently in 2012 (and Beyond)

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