@tomdebaere

HOW DO YOU GO FROM

OUTBOUND TO INBOUND?

@tomdebaere

FROM EGOCENTRIC TO MEANINGFUL ?

@tomdebaere

FROM CLASSIC TO DIGITAL ?

@tomdebaere

FROM SPENDING MONEY TO GENERATING MONEY?

@tomdebaere

STOP INTERRUPTING !START BEING MEANINGFUL !

@tomdebaere

IMPLEMENT YOUR QUICK WINS

Remove forbidden words

Remove crap and slick copywriting

Be open and authentic

Reduce advertising, increase content

@tomdebaere

WHY DO YOU NEED TO EMBRACE DIGITAL, CONTENT AND SOCIAL?

@tomdebaere

9

ADVERTISEMENT OVERLOAD

200 Million “Don’t Call” in US

86% skip TV Ads

44% unopened paper mail

99,9% banners not clicked

90% emails not opened

@tomdebaere

BUYERS HAVE BECOME BLIND FOR ADVERTISING

11

CONTENT OVERLOAD

204 million emails

72 hours Youtube

2 million Google searches

280.000 Tweets

Source : Qmee 2013

@tomdebaere

CONTENT TRIPLED IN 3 YEARS

2010 2013@tomdebaere

“BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS”.

Michael Brenner, Vice President of SAP Marketing & Content Strategy

@tomdebaere

up to 30 31-40 41-50 51-60 Older0

10

20

30

40

50

60

Use of social media for information or advice, by age

Use in %

YOUNG PEOPLE OF TODAY ARE DECISION MAKERS OF TOMORROW

Source : Buyersphere 2012 @tomdebaere

• Site Centric User Centric

• Image Transparency

• Sales person Buyer

THIS IS ABOUT A SHIFT OF POWER

@tomdebaere

Advertising overloadinterruption marketing

Channel overloadexpanding number of channel choices

Changing Buyer Behaviorsocial and web

MARKETING CHALLENGES OF TODAY

@tomdebaere

17

THIS IS ALSO ABOUT…

The changing role ofsales and marketing

@tomdebaere

18

Marketing

Sales

Longlist

Shortlist

Sale !

THE LONG LIST USED TO BE LIKE THIS

@tomdebaere

That long list is less and less influenced by marketing and sales.

@tomdebaere

SO WHO IS INFLUENCING THAT LONG LIST TODAY?

@tomdebaere

@tomdebaere

@tomdebaere

What should marketing DO ?

• Create a process to listen & answer, company wide

• Plan & Build content with our buyers in mind

• Set content free & promote heavily

• Help the organisation with social media

@tomdebaere

Customers and partners

Marketing Sales Production &

Logistics

Customer Service

>>> TRUST & INTEREST <<<

Answer questions & business issues(with products and content)

THIS IS NOT ABOUT MARKETING ALONE

@tomdebaere

Source : Edelman Trust Barometer

PEOPLE TRUST THEIR PEERS

@tomdebaere

THEY DON’T TRUST CEO’S

@tomdebaere

“CREATE A CULTURE OF EDUCATION AND SHARING, INTERNALLY AND EXTERNALLY.”

Tom De Baere

Foundation – “educate people”

New processes – “listen & answer”

Making it real – “the team”

Never finish – Anchor the process

CREATE YOUR CHANGE MANAGEMENT PROGRAM

Con

stan

t com

mun

icat

ion

@tomdebaere

DEVELOP NEW PROCESSES TO LISTEN AND ANSWER TO CUSTOMERS

@tomdebaere

NEW PROCESSES TO “LISTEN” AND “ANSWER” – BUYER ALIGNMENT

LISTENANSWERS

EDITORIAL PLAN

CREATION PROJECT

MGMT

PUBLISH & PROMOTE

CONVERSATION MGMT

MEASURE

Business ObjectivesMarketing Strategy

Brand DNARoadmap

SOCIAL MEDIA STRATEGY

A-team

E-team

“themes”

@tomdebaere

CREATE YOUR ANSWERING TEAM

@tomdebaere

32

BUILD 2 TYPES OF CONTENT STREAMS

Employee community A-team

Orchestrated & plannedcontent

Peer to Peercontent

@tomdebaere

UNDERSTAND WHAT CONTENT ISInformation Content

10 Best Places to Pick Up Girls

Find the least crowded and most beautiful running tracks in

Central Park

10 Best places to Advertise in Central

ParkNike+ runner informationin Central Park, New York

Formats

Video, Blog post, Slideshow,Whitepaper, Online tool

@tomdebaere

• Content themes

• Content topics

• Content formats

GO FOR A DIFFERENT APPROACH TO CONTENT

@tomdebaere

• Findings• Confessions• Reasons to

switch• Lessons• News

commentary• Best practices• Tips

SELECT POSSIBLE CONTENT TOPICS

• Demonstrations• Comparisons• Mistakes• Interviews• How-to &

instructions• Examples• Threats

@tomdebaere

EXAMPLETheme

Impact

Survey

Blog post

Webinar

Whitepaper

Reasons to switch

Blog post

Video demo

Case study

Comparison

Challenges

Blog post

Interview

How-to

Blog post

Theme

Topics

Formats

@tomdebaere

KEY TO SUCCESS:

NOT ONLY ABOUT OUR STUFF (80/20 RULE)

@tomdebaere

INTELLIGENTLYPUBLISH EVERYWHERE

•Don’t spam•Publish intelligently •Start conversations

To all social networks

To magazines

To marketing automation

Your website

@tomdebaere

39

DEVELOP THE

AMPLIFICATION POTENTIAL

OF YOUR ORGANIZATION

AMPLIFICATION POTENTIAL

@tomdebaere

CREATE A SOCIAL MEDIA POLICYDisclose

•Be transparent•Be truthful•Be yourself

Protect

•Don’t tell secrets• Don’t slam the

competition or yourself

•Don’t over-share

Use common sense

• Add value• Keep it cool• Did you screw

up?

@tomdebaere

DO YOU HAVE A

SOCIAL MEDIA ESCALATION MECHANISM?

Corporate

Department Department Regional Office

Escalate within dept.

Escalate within dept.

Escalate within office

@tomdebaere

HOW DO YOU BECOME A THOUGHT LEADER?

@tomdebaere

BY BECOMING TOP OF MIND

@tomdebaere

WHAT DIFFERENTIATES A THOUGHT LEADER FROM ANY OTHER

KNOWLEDGEABLE COMPANY, IS THE RECOGNITION FROM THE OUTSIDE

WORLD THAT THE COMPANY DEEPLY UNDERSTANDS ITS BUSINESS,

THE NEEDS OF ITS CUSTOMERS, AND THE MARKETPLACE IN WHICH IT

OPERATES.

Definition

@tomdebaere

BECOME A

THOUGHT LEADERSHIP

ORGANIZATION

@tomdebaere

• No real new insight reflected in our products

• Too close to what is commonly available

• Too much in the future

• Not reflecting it in your products

DANGERS OF THOUGHT LEADERSHIP

@tomdebaere

UNDERSTAND CONTENT ATOMIZATION

People need 5 to 10 repeats to get your message

It Beats Ad retargeting ;-)

@tomdebaere

• Customer survey – collect data• Create ebook with results• Press release about big result• Panel discussion• Video interviews panel members• Newsletter story• Guest Blog post panel discussion• Blog post Webinar about results• Webinar• Blog post after webinar• Publish Ebook• Blog post about ebook• Publish webinar PPT on slideshare• Slideshare amplification• Geo Article Marketing

KEEP REPEATING YOUR MESSAGE WITHOUT BEING BORING

@tomdebaere

START NEWS JACKING

@tomdebaere

@tomdebaere

MONETIZE YOUR CONTENT

GUIDE YOUR CUSTOMERS THROUGH THE BUYING CYCLE

@tomdebaere

THE ROLE OF CONTENT IN THE CUSTOMER LIFE-CYCLE

New Customers Growing Customers

WHATwe solve

HOWwe solve

WHYwe solve

Awareness Consideration Buying Impress Enthuse Advocate

Call-to-action Call-to-action Call-to-action Call-to-action Call-to-action

MEANINGFUL

Strangers Visitors Leads Customers Promoters Advocates

© tomdebaere

@tomdebaere

CUSTOMER CONTENT NEEDS ALONG THE LIFE-CYCLE

@tomdebaere

INVEST INTO MARKETING AUTOMATION

@tomdebaere

THE ROLE OF MARKETING AUTOMATION

New Customers Growing Customers

Awareness Consideration Buying Impress Enthuse Advocate

© tomdebaere

Track the anonymous

Identifythe anonymous

Push contentto the identified

Qualify leads

Trackresponsiveness

Recycle Lost/dropped

Strangers Visitors Leads Customers Promoters Advocates

Push content

Collect feedback

Start upsell

@tomdebaere

MQL, SQLNurturingScoringRecyclingLead managementProgressive Profiling

NEW CONCEPTS YOU NEED TO UNDERSTAND

@tomdebaere

START USING NEW CHANNELS

@tomdebaere

@tomdebaere

• Urgency – break the clutter & be trusted

• Understand Content – Meaningful, Authentic, Open

• Key team with power – involvement

• Quick wins – Search and Copy – 6 months

• Communicate the vision & show success

KEY SUCCESS CRITERIA

@tomdebaere

• This is a subset of a larger presentation about :

• Why companies need to embrace digital, content and social

• Why you need to activate the complete organization, and not only see this as a marketing activity

• How you can develop a change program internally to have employees drive this change

• What internal new processes you need to listen to the external needs of customers and to the internal stories of your organization, and how you can answer with content

• How you can implement these new processes

EPILOGUE

@tomdebaere

• How to align business objectives with digital, content and social activities

• How to activate the organization to create content, and be active on social media

• How you can guide customers through the buying cycle and monetize your efforts

• What tactics and tools you need to do all of this

EPILOGUE

@tomdebaere

GET IN TOUCH

www.b2bmarketingexperiences.com

be.linkedin.com/in/tomdebaere

slideshare.net/tomdebaere

twitter.com/tomdebaere