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30+ Ways to Create B2B Buzz

Katie Martell

On-demand

Marketer

@KatieMartell

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“Unapologetic marketing truth teller.”

Startup CMO, entrepreneur, on-demand marketer

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B2B BUZZ:

A continuous and very intentional, strategic act of

positioning your brand as a trusted resource in

your industry, of raising the profile of your

executives and brand stewards to a position of

authority, and of earning air cover while your

business does what it needs to do - grow.

B2B BUZZ:

B2B BUZZ: Evolution of PR in the age

of digital marketing.

Thought

leadership

Content

marketing

Influencer /

media relations

Awards and

speaking

Events and

social

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WHY INVE$T IN BUZZ?

Raising funding

War for talent

Air cover for sales

Trust & loyalty

Buyers don’t do business

with companies they’ve

never heard of, and

brands they do not trust.

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“I have never used PR to generate leads.

I use it to generate awareness,

change perceptions, and build

the top of the funnel.”

- Brian Kardon, CMO, Fuze

“…but PR doesn’t generate leads!”

A world of change

Technological

Changes

Social

Changes

Emotional

Changes

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1986 2006

~40 / day

~174/day

ATTENTION IS SCARCE

We are exposed to as much data in a single

day than someone in the 15th century would

be in their entire lifetime.

FLOODGATES

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1,440 MINUTES IN A DAY 10,000 BRAND MESSAGES / DAY 8 SECOND ATTENTION SPAN

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•SCAN rather than read

•Bombarded by constant interruptions

•Crave stimulation

•Easily distracted

Our Malleable Minds

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Continuous Partial Attention

Who do we trust?

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Source: Edelman Trust Barometer

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THE HALO EFFECT

THE HALO EFFECT WORKS BOTH WAYS

LIKE ONE ASPECT

POSITIVE PREDISPOSITION

TOWARD EVERYTHING ELSE

DISLIKE ONE ASPECT

NEGATIVE PREDISPOSITION

TOWARD EVERYTHING ELSE

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B2B THOUGHT LEADERSHIP

88% increased

respect /

admiration

82%

increased

trust

63% sense

caliber of

thinking

Research by Edelmen + LinkedIn

45% award

business

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56% of buyers do not get valuable

insights from the thought leadership

they consume.

B2B THOUGHT LEADERSHIP

“Having the answers to the biggest

questions on the minds of your

buyers, and providing your unique

perspective on these hot topics.” –

Michael Brenner

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30+ WAYS TO

CREATE BUZZ

Become an

authority Command

attention

Get others talking

about your ideas

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Leverage your unique

internal data assets

NetProspex’s expansive database of crowdsourced business contact information.

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Repurpose into

multiple pieces

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Create your own

unique research data (repeat annually)

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Build win-win

relationships with

media partners

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Maximize use of

data assets

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Make the most out of

your event sponsorships

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Offer real value

in your pre-show

appointment-

setting email

“I thought there were a lot

of synergies. Could we

possibly meet to have a

quick chat? To give you an

idea of what we do… ”

Does Katie Martell

Consulting need

an easy-to-use,

yet robust pay-

per-call platform?

Hopefully you could swing by to discuss your communication

/ outsourcing needs and the benefits XXXX might derive from

working with your firm as well.

PS. Please be sure to enter one of our "cool" giveaways of a

YETI cooler or one of the YETI mugs. See you soon!

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Is a booth still a

booth if it’s a

destination?

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A rising tide

lifts all ships

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Create your own events

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Conduct a

mini-media tour at

events

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Insert your

narrative into

speakers’

presentations

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Know who

influences your

buyers and

industry

Analysts

Media

Event programmers

Podcasters + Bloggers

Authors / Speakers

Influencers

Micro-influencers

Armchair analysts

Celebrity customers

Business leaders The biggest barriers to working with

influencers revolve around choosing

who and how to engage.

- Brian Solis Principal Analyst, Altimeter

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Incorporate influencer

POV into your content

(and make it easy to share)

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Know your media

in 2017

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Help the media

write a story and

achieve their goals

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Mind the calendar

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Choose the right

spokesperson

- Captivology, Ben Parr

RATIONAL-LEGAL TRADITIONAL CHARISMATIC

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Tear down the wall

between

PR and Content

1. Content without PR gets lost

2. Coverage boosts content credibility

3. PR ensures timeliness

4. Shared goals

5. Same core of storytelling

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Get on stage

Innovation Women

• www.innovationwomen.com

Speakizi • speakizi.com

Technically Speaking • tinyletter.com/techspeak

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Become a guest

columnist

Outlet Consideration How to get in

Harvard Business

Review

Marketing, decision making,

negotiations, organizational

change, management

Send pitch to submissions@HBR.org

New York Times Challenge the POV of what’s in

the paper

Send draft to opinion@nytimes.com

Mashable Send tip or editorial suggestion http://mashable.com/submit

Entrepreneur Become a contributor https://www.entrepreneur.com/pa

ge/236106

Inc Story idea or pitches pitches@inc.com,

contributors@inc.com

Business Insider Story ideas or article pitches Contributors@businessinsider.com

Fast Company Leadership Editor Kathleen Davis

kdavis@fastcompany.com

Forbes Opinion opinion@forbes.com

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Create news by

showing momentum

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Announce an

interesting

partnership or

consortium

“Trinity of Tedium”

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News-jack something

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25 H.A.R.O.

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LinkedIn Publishing

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Apply for – and win –

industry awards

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Create your own

awards program

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Start a

professional

organization

MOCCA

“Marketing Operations Cross Company Alliance”

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WRITE THE BOOK

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“Connect your story to the outside world,

to something bigger than your company,

to a topic that people are already writing

about. A movement, a holiday, a

happening. Plug into the Zeitgeist.”

- Brian Dema, Director of Marketing Strategy, Silicon Valley Bank

So, what do

you want to be

known for?

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Ask me anything at the Post-Presentation Huddle!

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