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RICHARD STRANGE

Situation• Living life at the coal face• Often Late in the buying cycle• Branded Keywords are tough• Overshadowed by the vendor in results• Selling identical products• Leads are location led: UK/regional/local• Dominance of sales not marketing• Co-marketing is a challenge

TRUST CURVEproduct research stage hard to diff – it’s down to prices and offers

START• Personas• Differentiate• Personality• Demonstrate your Service,

Experience and Sectors

Content• YouTube - transcripts• Optimise pages on solutions• Get decks and pdfs• Rewrite• Reformat, rename, re-brand• Images – rename long tail• Look in Sales’ emails• Webinars – again get vendor• Get vendor to guest blog• Case studies• LinkedIn discussions, vendor portals• Put out lots of help and service

content - + customer services

• Original content• Reviews – you’re at the coal-face• Vendor has:

– product managers– channel managers– territory managers– vertical and bus transformation

• No follow links to the vendor• Simplify blogs for the real people and

their bosses – make it easy to say yes• Get your badges on show• Be the most talked about• Follow the vendor’s calendar• seed content early for upcoming events

and exhibitions

Reformat and Repurpose Content

• Vendor website• YouTube - transcripts• Optimise pages on solutions• Get decks and pdfs• Questions in vendor webinars• Rewrite, reformat, rename, re-

brand• Images – rename long tail• Case studies• Put out lots of help and service

content - + customer services

• No follow links to the vendor

• Simplify blogs for the real people and their bosses – make it easy to say yes

• Get your badges on show• Be the most talked about• Follow the vendor’s

calendar

Original Sources• Look in Sales’ & Service emails• Collaborate with Vendor

– product managers– channel managers– territory managers– vertical and bus transformation

• Webinars – again get vendor• Get vendor-people to guest blog• Case studies• LinkedIn discussions, vendor

portals• Put out lots of help and service

content - + customer services

• Reviews – you’re at the coal-face

– X vs Y

• LinkedIn discussions, vendor portals

• Follow the vendor’s calendar

• Seed content early for upcoming events and exhibitions

• Hire Industry Bloggers and Trade Mag Journos/Editors

Thanks Chad

Pollitt

SEO and keywords• Google page #1

– wiki – youtube – vendor– product url

• Go long, go solutions, go problems• Understand Hummingbird• No follow link exchanges• Bag the product name URL?

Progressive• Use forms to gather

intelligence– for sales– for marketing

• Use TYPs• Ask in email – what to do you

want from us?

PAID MEDIA• Be selective on PPC• Branded keywords – quality score• Consider social media advertising• Content CTAs in trade email newsletters• Mini events – have a content agenda – ask• Consider sponsorship – for content and

building family

PERSONALISE• by industry• product• content on the page

Lead Nurture• Qualify and learn• Use it to show off

your customer service

• Don’t jump in too fast

• Use it to show how simple it is working with you

• Show them how you’re different

Social Media• Groups• Twitter – your new PR wire – feed

them• Where your customers are• Twitter – follow the vendor• Leverage your whole company

BE INBOUND• Transform your organisation• Whole of company• Whole of channel and customer chain• Be helpful, useful and interesting

Analytics• For ROI and co-marketing – measure• ROI at marketing ‘event’ level• Better qualified sales leads

hosted by

The fully-certified Hubspot Gold Partner