Streetwise Seminar on B2B Leads and Sales
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What's it about? 2013 marked a sea change in what is required for B2B lead and sales generation. Search Engine Marketing along with Social Engagement is now the pivotal combination to creating sales results. Get streetwise on how to use content marketing to serve up leads and convert opportunity, in conjunction with Search and Social. Who's it for? This seminar is designed for B2B marketers seeking to deliver best in class lead generation programmes. Particularly if you provide technology solutions or are a professional service firm, this workshop is not to be missed. What's in it for me? We'll serve you a fabulous breakfast and great coffee, while you get to: Understand how getting results from SEO, Adwords and remarketing has dramatically changed in 2013. Find out why engaging content is absolutely key to building your sales pipeline, and to convert opportunity into purchase. Learn how to implement measurable search and social demand generation, that will get results irrespective of your type
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Streetwise Seminar on B2B Leads and Sales
- 1. RETAIL HOLDINGS: BRAND PROPOSITION aamplify.co.nz
- 2. PANEL Natalie Day CERTUS SOLUTIONS Jonathan Mayo SAYLE & NOBLE Don Blair PARADIGM STRATEGY PARTNERS
- 3. 3 TODAY’S SPEAKER Samuel Williams
- 4. Streetwise
- 6. 500 million Google searches per day
- 7. 7 2.7 billion likes per day
- 9. 6 billion hours on YouTube each month aamplify.co.nz 9
- 10. Wireless Smart Devices Anything Anywhere Anytime 2015: 7 billion mobile enabled devices
- 11. Linkedin Facebook Twitter 2. CONNECTING | SHARING | ENGAGING aamplify.co.nz 11
- 12. Connections in the room Quantifiable reach of 11,000
- 13. 3. BY 2015, THE MAJORITY OF THE WORKFORCE WILL BE IN THEIR 20’S. 700 million Snapchats per day aamplify.co.nz 13
- 14. Researcher, influencer and recommender. Delegator, governor and mentor.
- 15. 15 B2B Yesterday
- 16. SEARCH IN THE B2B CONTEXT 16 16
- 17. In today’s connected world, B2B buyers are on average 57% of the way through the buying process when you engage with them.
- 18. B2C TOOLS GOOGLE THINK USA OVERALL
- 19. UK - TECHNOLOGY PURCHASE JOURNEY GOOGLE THINK
- 21. WHERE DO I START?
- 22. Conversation Opportunity Relationship • Conversations had • Impressions, Touches • Reach, Reads, Reputation DEMAND GEN ENGAGEMEN • Hits, Clicks, Shares • Engagement, Followers • Inbound flow T • Qualified leads • Conversion ratio, velocity • Sales made & Rentention AWARENESS Influencers Suspects Prospects VITAL SIGNS OF B2B MARKETING STORIES: TRAFFIC: CONVERSION:
- 27. “Only about one third of marketers are going to the trouble of really understanding their audience”
- 29. USEFUL CONTENT DESIGNED TO YOUR BUYERS JOURNEY
- 31. CASE STUDY
- 33. Intent or the start of a relationship?
- 34. DESIGNED LANDING PAGES… Conversion
- 35. PUBLICATIONS 70% of consumers prefer to get to know a company by reading articles rather than ads.
- 36. EMAIL • Open rate for B2B APAC: 32%. • Of those that open 22% then click through. • Translates to 7.1% per email to landing page hit.
- 37. 82% of marketers who blog see a rise in ROI
- 39. 30% of NZ’ers are watching YouTube each day, 61 minutes on average
- 40. So what does a $1,000 media spend get you? Conversation Opportunity Relationship DEMAND GEN ENGAGEMEN T AWARENESS Prospects 25 Reach 80,000 Clicks 305 Downloads 75 $750: Adwords and Remarketing $250 on Linkedin and Facebook
- 41. CASE STUDY TWO
- 42. SEARCH BASED ON BEHAVIOR
- 43. BUYERS GUIDES
- 45. Something for the Geeks
- 46. Forrester Research, June 2008 ONE MINUTE OF VIDEO EQUALS 1.8 MILLION WORDS VIEWERS RETAIN 95% OF THE MESSAGE IN A VIDEO 63% OF EXEC’S WILL VISIT A WEBSITE AS A RESULT OF VIEWING A VIDEO
- 47. WHAT CAN VIDEO COMMUNICATE IN 60 SECONDS? THAT CAN CHANGE YOUR PERSPECTIVE AND TEACH YOU SOMETHING NEW?
- 49. Social is here right now in the is room
- 50. 2013 STUDY BY TNS
- 51. Personal Opinions Professional Ideas
- 52. LINKEDIN POSTS 20% of budget yielding 40% of results
- 54. FACEBOOK Cost per lead can be 50% less than Search
- 55. TWITTER
- 58. 1. We don’t live in a broadcast world anymore – It’s never been cheaper to reach billions Appropriate amplification is key.
- 59. 2. Production costs have never been cheaper. Tailor you content and tune it to your audience preferences.
- 60. 3. Buyer Research is key. Your buyers should drive marketing programmes, not instinct. Be guided by your buyers and you can show ROI.
- 61. 4. Ideas are the currency of B2B. Think like a publisher and thought leader. It is less about your product and more about adding value. Balance Search and Social based on this.
- 62. 5. Get mult-ichannel. Don’t rely on single tactics. Orchestrate for maximum results
- 63. 6. Pilot, Prove, Evolve Agility and measurement are key.
- 64. X FACTOR
- 66. PRE-ROLL
- 67. Falling Water: Frank Lloyd-Wright
- 69. SEARCH SOCIAL CONTENT STORY
- 70. CONTEXT “As information and intelligence become the domain of computers, society will place more value on the one human ability that cannot be automated: emotion. Imagination, myth, ritual – the rich language of emotion – will affect everything from our purchasing decisions to how we work with others. Companies will need to understand that their products are less important than their stories.”
- 71. “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou
Editor's Notes
- Instead of guessing, or randomly picking ways to connect with your audience…
- Long game
- We can understand who this lady is influenced by and as well who she inspires…
- Customer retention up by 30% 500k budget – 1% invested in “Only about one third of marketers are going to the trouble of really understanding their audience” GreenHat B2B Marketing Outlook 2014
- Mapping
- Useful Content
- Average cost of acquisition for a lead is U$150 – need to qualify this exactly
- Extend the life of webinare, instead of white papers
- Visual speak still means that stories connect us to content. Speeding up how quickly we can absorb information.Telling this story in words would have had little or no impact, compared to what the SPCA was able to do in 60 seconds. A minute of video is equivalent to 3600 webpages by the way. And this video has just under 11 million views since May last year. Forrester Research 2008 Aamplify blog http://www.marketingtechblog.com/digital-marketing-video/
- Here is a B2B example that is 1 minute in length and had a production budget which we estimate to be under $10K. ------ Today Quality is up and production costs are down for video.
- . We have different sides to our own personalities to consider, when connecting with our respective audiences. This study by TNS last year, looked at our different behaviours around social and business media.
- Opinions and thought leadership
- Between 1/3 and half the cost of adwords for lead gen – however the content has to be relevant ie tell a story
- Unleashed Ads
- New modality…
- – the challenge is that we are spending $billions (87 in the USA alone), using the broadcast mentality. 53 trillion ads, with .1% click thru rates mean you want effiiciency 15% of daily searches have never been seen before – that’s 41,000 per minute. Facebook, Linkedin, YouTube
- our role is changing into that of inspiring educator, who tells stories about success, achievement and aspiration – like John Keating in dead poets society.