MARKETINGIn our new digital service economy.

Discover the ZEN of B2B

By AndersLindgrenFull

report

The FORMULA is as powerfulas it is simple.

MorePRESICE

To REACH your most likelybuyers, simply be:

Morehuman

In your communication.

DREAM WE ALL SHARE.

Let’s start with the

What do you think is the one great dream all marketers SHARE?

We want to CAPTIVATE and REACH peoplewith our content.

On screen and in print.

– FORRESTER RESEARCH, Inc,2012 Buyer Insights Survey.

of content is focused more on style than substance.

54% 66%of the material marketers are developing is useless.

FEW GET IT all right, say experts.

In the old days it used to be LESS complicated.

You simply followed themarketing rule book

All you needed was communication

You know, thekind that puts quality over quantity.

CRAFTSMANSHIP.

All you needed was a solid marketing

And spend piles ofcash on sales, coldcalls, direct mails, adsand tradeshows.

Usually the leads would be pouring in.

BUDGET.

THE BATTLEFOR ATTENTION

Today,

has changed.

Through the rumble in the digital and urban media jungle, people are

BOMBARDEDwith a quad zillion messages.

Never have each of us had so much CONTENT and so many offers to choose from.

It has radically changed how buyers READ, SHOP and PROCESS information.

First of all, most people DISLIKE ads.

Consumers hate ads. Display ads don’t work. Users don’t click on banners. Full screen pop-ups elicit rage as they interrupt browsing –especially on mobiles .”

The Communication Trends Report 2016 from Hotwire, succinctlysums it all up.

Secondly, there are all sorts of ways to BLOCKout the messages you’re sending out.

Technical devicesprovide people with increasingly smarter ad filters.

The result, is an explosive growth in people’s use of AD BLOCKING*.

It has left manyadvertisers in block chock.

181

121

5439

3021

2010 2011 2012 2013 2014 2015YEAR

Worldwide adblockusers in milllions per month on internett and mobiles.

* Adobe and PageFair Ad Blocking Report 2015.

BEWARE! Ad blocking is just the tip of the iceberg.

Ad blockers

Other marketing defense systems

THEMIND

People have also started to invoke the world’smost sophisticated NOISEFILTER.

People simply TUNE OUT – mentally.

And IGNORE all messages that do not immediatelyresonate with their needs.

If the content craze continues, people will start to invoke the ultimate defense system:

CONTENT NAUSEA.

Doug Kessler, Creative Director at Velocity Partners, calls the phenomena: the ‘Content Effluent Deluge ‘in his bright presentation: Crap.ow.ly/kDlpN

Seth Godin ties it all together for us.

Finding new ways, more clever ways to interrupt people doesn’t work .”– SETH GODIN, best selling marketing author and entrepreneur

In April of 2016, this book was selected by Forbes as one of six essential books every marketer should have on their shelf

RE-THINKMARKETING?

Maybe it’s time to

TURNING UP THE VOLUME

and mashing up lots of contentwon’t work any longer.

It’s just too much noise.

There are too many SCREAMINGto be heard at the same time.

BrandsN

ews

No one does it better than the professionals.Brands are becoming publishers.Marketers are becoming editors.Bloggers are becoming journalistsJournalists are becoming click obsessed.

Everyone is MASHING UP content.

MenuPaid Content

Owned ContentEarned Content

Hijacked ContentCurated ContentShared Content

Sold Content

All serve the same menu.

Everyone wants to be the new digital marketing CHEF.

Everyone cooks in the same pots: Facebook, twitter, blogs, online news…

HMM! Isn’t there an old proverb: When everyone does the same thing, no one is thi…? NAAH! It slipped my mind..

Let’s not kid ourselves.Reaching our most likely buyershas always been hard. In todaysdigial and urban media JUNGLE, it requires more finesse than ever.

With two decades of experience as marketing director, I understand how daunting the brave new digital marketing world can be.

So, I started on a quest to findthe essence and ZEN of marketing.

What I created will make your marketingway more powerful.

The MARKETINGMARKSMANSHIPCODE™

I looked at all the best methods and tools and consolidated them into ONE FORMULA:

It’s an easy to ADOPT and unbelievable powerful marketing formula.

So you can create top-notch content, that’s relevant to your audience and capture high quality leads.

All based on one methodology and a set of tactics.

FOUNDATION?What’s the right

CAPTIVATE!

The FOUNDATION and twin pillars of the Marketing Marksmanship Code™ are:

The dual aspect of the marketing discipline

REACH!

If you are not able to reach and captivate your most likely buyers, nothing else you do as a marketer will matter.

The FIRST QUESTION to ask yourself:

What’s the best way to reach my most likely buyers?

The SECOND QUESTION to ask yourself:

What’s the best way to captivate their interest and stimulate buying?

MINDSET?What’s the right

Most experts agree, that people who master marketing marksmanship have a special mindset.

A TRUSTWORTHY SOUL

A WARM HEART

A PRECISE FOCUS

A CLEAR MIND

The ESSENCE of reaching and captivating your buyers lies in four essential human skills:

The four human skills are FUNDAMENTAL.

1. A PRECISE FOCUS

3. A CLEAR MIND

2. A WARM HEART

4. A TRUSTWORTHY SOUL

They are the building blocks for creating true marketing magic.

Skill 1 deals with how to reach your buyers.

Skill 2, 3 and 4 deal with how to captivate their interest.

The skillset represents the ‘HOLY GRAIL’ of marketing.

It has withstood the test of time and odds of change.

The 4 skill will likely always be at the core of marketing marksmanship.

1. A PRECISE FOCUS

3. A CLEAR MIND

2. A WARM HEART

4. A TRUSTWORTHY SOUL

When you are precise in your focus and bring together the noble energies of your heart, mind and soul, then you master the Marketing Marksmanship Code. ”

– ANDERS LINDGREN, digital pioneer, PR-veteran, futurist andservices marketing specialist

™

FOUR KEYSKILLS?

How to adopt the

Let’s look at themone by one.

A PRESICE FOCUS

Decide precisely what your business is and identify exactlywho your most likely buyers are, then act resolutely to reach them.

1

When you decide and define precisely what your business is, a lot of other aspects…

FALL INTO PLACE.Peter Drucker, the grandfather of marketing, placed enormous emphasis on this decision.

He viewed it as the fundamental marketing decision of any manger.

Today, it makes a huge difference if a company defines itself as an oil drilling company instead of an energy provider.

For example:

See the classic video on Marketing Myopia by Theodore Levitt: http://bit.ly/1SMiSNG

Identify your MOST LIKELY BUYERS.

Who are they? Decision makers?Influencers?Consumers?How old are they?Where do they live and work?…

Zoom in on yourtarget groups.

IDENTIFY yourideal buyers

REACH themwith relevant

messages

INTERACT in a way that drive

more interactions.

SELL themexactly what

they want

Being targeted is the secret to getting leads and sales SOARING.

APPLY TARGETED MARKETING

Create from your heart with warmth, empathy and genuine appreciation for your buyers, then your creations will more easily reach their hearts.

A warmheart

2

Buyers shall not only understand your messages.

Make them FEEL what you try to get across.

The better your content stir people hearts, the moreresponse you get.

It’s the single most important word in marketing.

empathy noun | em·pa·thy | \ˈem-pә-thē\

The ability to identify with the situation and emotions of other people. The capacity to understand what other beings are experiencing as ifwe were feeling it ourselves.

To reach people’s heart, you need to have...

Place yourself in the BUYER’S SHOES.

The better you do it, the easier it will be to do and say the right things in your communication.

A stimulus sparks an interest that

meets a need.

People ask aroundand go online to find out more.

People reevaluatethe purchase and share their experiences.

People decide to buy, join, sign up etc.

People try demos and seek proof points to compare solutions.

People use the product or

service.

Understand every step of theBUYER JOURNEY.

Do what you can to create a seamlessbuying process.

Clarity of writing follows clarity of thought, so think about what you want to say, then say it as clearly as possible.

3A CLEAR MIND

In a complex world SHORT OF TIME, buyers crave for clarity and simplicity.

You save space.The viewer saves time.It seldom gets boring.

When you communicate with both clarity and from the heart, you seldom need many words to captivate people.

Demonstrate that you can and know your stuff, share insights that is useful for your buyers and highlight customer testimonials and your credentials.

A trustworthy soul

4

Give guidance. Share insights.Inspire people forwardto greatness and a good life.It’s the way to earn trust.

Move from selling to helping.

Understand that nothing builds CREDIBILITY like people advocating your offers..

That’s the power of word of mouth.

Imagine that someone wants to convince women of their skill as a lover.

“He’s a great lover!”

THIS IS ADVOCATING

“I’m a great lover!”

THIS IS SELLING THIS IS ADVERTISING

Let me illustrate:

Which tactic is most effective?

Buy your lover now!

GREATLOVER.COM

W E L C O ME AppleGoogleMicrosoftIBMVISA

AT&TVerizonCoca-ColaMcDonaldsMarlboro

CLIENTS

Showcase your referrals, awards and certifications in your reception area and upfront on your website. Nothing say more about your credibility.

HOTTIP!

VITALELEMENT.

Discover the

The Marketing Marksmanship Code™ COMPLETES Aristotle’s classical rhetorical triangle.

Ethos

Pathos

Logos

The worlds most influential method of persuasion.

The formula adds the apparent, yet overlooked VITAL ELEMENT.

Ethos

Pathos

Logos

It makes all the difference!

AkribosIt’s the Greek word forprecision.

To have a precise focus is the ZEN of the Marketing Marksmanship Code™.

It gives focus to your energy and channels it in the right direction.

Without focus our efforts are easily wasted.

With focus our efforts can have tremendousIMPACT.

YOU WILL FAIL!

It doesn’t matter how great your content is, if you don’t reach the right people –

To put it bluntly:

According to experts, it’s the greatest CHALLENGE for today’s marketers.

Getting the ‘right people‘to view the content is marketer’s greatest challenge.”

– LORI WIZDO, principal analyst, Forrester Research, IncMythbusting 101: Insights into the Tech Buying Journey, 2014.

MENTAL SHIFT!Many need to take a

To adopt the mindset of the Marketing Marksmanship Code™, most of us ‘creatives‘need to take a MENTAL SHIFT:

A change in how we see and perceive the world.

How it has changed the battle for attention

Specifically, we need to fully understand the the DIGITAL REVOLUTION.

and people’s purchasing behavior and reading habits.

People are adapting to the revolutionary

DIGITAL RUMBLE

in 7ways

1. We have become digital animals.2. We try to avoid content overload.3. We want things to be easy.4. Everything should happen quickly.5. We seek help and guidance.6. We want to be seen and heard.7. We trust word of mouth.

To gain more insight I recommend these books:

MEASURE?What’s the one key

Finding a way to measure your success has always been vital.

The golden rule is: Don’t measure what you can - measure what you should.

The measure of success is NOT clicks, likes or

That’s just crowd pleasing.

EYEBALLING

The measure of success is NOT advertising and design

That’s a shallow victory.

There is really only ONE KEY ISSUEand measure your management is concerned about:

To what extentdoes your buzzcreate business?

You should be able to answer the question.

TO WHAT EXTENT DO PEOPLE WHO

VIEW YOUR CONTENTTURN INTO LEADS

AND SALES

TAKEAWAY?What’s the greatest

MorePRESICE

REMEMBER that marketing marksmanship is all about being:

Morehuman

It’s the surefire way to hit what you want.

When you are precise in your focus and bring together the noble energies of your heart, mind and soul, then you master the Marketing Marksmanship Code. ”

– ANDERS LINDGREN, digital pioneer, PR-veteran, futurist andservices marketing specialist

™

Another related presentation.

See it on Slideshare.comhttp://bit.ly/1Lb6d03

The MARKETINGMARKSMANSHIPCODE™

IN ACTION

8The magic formula

Stay tuned for forthcoming presentations

It will soon be published on Slidesharehttp://bit.ly/1Lb6d03

Here you will learn my magic 8 formula.

ABOUT THE AUTHOR and creator of The Marketing Marksmanship Code™.

Hey, my name is Anders Lindgren.People who know me well, will label me as a B2B services marketing specialist, digital pioneer, PR-veteran and futurist. I have two decades of experience as a marketing and communication director for large professional services firms, primarily PwC, AT&T and Sopra Steria.

Throughout my career I have been passionate about sharing insights, and helping people and brands communicate in a way that makes them shine and stand out from the crowd.

© 2016 Anders Lindgren.

The information in this guide is copyrighted, and The Marketing Marksmanship Code™ and symbol are trademarks of Anders Lindgren.

Sharing and copying is permitted only if the information remains unchanged and licensee "Anders Lindgren" is referred to as the source.

The information can not be published in print in any media without the prior consent of the copyright holder.

• Text , design and illustrations : Anders Lindgren

• Photos: © Adobe Stock, © Dreamstime

• Typefaces : Myriad Pro , Myriad Pro Black and Lobster

Contact: Anders Lindgren. E- mail:Phone :