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Marketing in the Age of the Empowered B2B Buyer

@JeffLHerrmann

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Marketing in the Age of the Empowered B2B BuyerUnprecedented Access to Information | 300 hours of video uploaded/minute on YouTube

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Mobile Driving Significant Growth51% of Time Spent with Digital on Mobile

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Instant Answers Driving Consumer ExperienceDedicated to what you want, when you want it

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Impatient & Confused

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B2B Buyers are also ImpatientOur training as consumers bleeds over into business

Buyer

8Think buying process not sales

process

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1. Set expectation and consistently deliver2. Reach them where they are3. Audience first, and then build into SEO strategy

– Earn a loyal audience and use amplification to perform in search rather than, how do I do SEO for my website to earn visitors that I can convert

4. Unique approach to solve audience’s problem5. More is not better6. Focus your efforts around your passion7. Engage and respond as much as possible (1st interactions)

7 Tactics to Build LoyaltyMOZ Whiteboard Friday – How Google’s Evolution is Forcing Marketers to Invest in Loyalty

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Creating Practitioners, Not Selling ProductsLincoln Electric Publishing Case Study

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The tools are at your disposal for publishing

What am I to do?

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Adoption Good, Effectiveness an OpportunityCurrent State of Content Marketing in B2B Manufacturing

26%

20%

82%

Using Content MarketingEffective

Documented Strategy

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Disconnect Between Sales Goal and TrafficOpportunity to Develop and Execute Campaign Tracking and Attribution in CRM

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Lack of Effectiveness Related to Volume of Tactics?Pay Attention to Video!

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Content Activation Critical to see ROISEM is most effective paid advertising method

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Don’t Build on Rented LandLure them back to your owned property to secure email address

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1. Content Marketing Mission Statement1. Who’s the target?2. What’s Delivered3. Outcome

2. Personas (3 at the most)3. Story First – focus on a theme and stick to it4. Plan and Execute on 1 or 2 channels5. Repurpose, Repurpose, Repurpose

5 Steps to Get You Started