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You Built It… Now Will they Buy It? 3 Sure-Fire Ways to Build Demand and Improve Marketing ProductCamp Boston | May 2014
The Good. 70
The Bad. 2.2%
The Ugly. 97%
You’re missing opportunities. (And here’s why.)
1. Aggressive media outreach increases visibility. 2. Creative ideas build thought leadership. 3. Content-rich campaigns drive urgency & sales. 4. Quantifiable goals = measurable results. 5. Brand distinction drives valuation. 5 Essential Points of Distinction Once is not enough.
What you have to work with: Content Website Demand Gen Blogs Infographics Social Thought Leadership Video Webinars Media/PR Word-of-mouth Likes Shares Retweets SEO Reviews Events & Speaking Net Promoter (Advocates) Sponsored Content Advertisements Pay-per-click Owned Paid Earned
Relationships only get you so far.
1. H2H. The new B2B2E. 2. Narrow nets rule. 3. The WAIT game. 4. The new Face Time. It’s not about the meeting. The New Rules
Starting gate: Create the 1st R&D pipeline in 75+ years Old-school outlook. Marketing = useless. Case Study: $1B Industrial Co Game plan: Fan club: Who’s in? Why? Marketing 101. Who to target. How. What. How often. Rollout: Automate. Test. Analyze. ROI to convince skeptics.
47 leads in 72 hours 30 days: 3 projects, 1 new customer Value: $1,000,000+ ROI:
WOM Impact Urgent Goal: Tap passionate customer base 3 Games – 1 Winner Choice: cash, gift card, charity…or Netflix Facebook, Twitter, newsletter…and email
8,000 new signups monthly ROI: $230,000 in new sales in 6 months
Social Strategy: Visual impact = holiday cheer & food Brand allegiance, awareness and connectedness Pin It to Win It Game plan: Pinterest page, $5,000 holiday sweepstakes www.kalhuaholiday.com Social ROI Organic ‘pins’ +50X; followers + 1,432% 10,000 new names
Framing a B2B Campaign
1. Killer content that reaches beyond your product. 2. Tomorrow is more interesting than today. Real-world data reaches the right audience. 3. Compelling campaigns package insight, news, visuals, webinars, sales and social. 4. Test. Measure. Reuse. Test..= Constantly better ROI. 5. Brand distinction drives valuation. (* samples available) Hit the Sweet Spot Original+Essential = Power
Amy Bermar, President c: 617.827.5779 email@example.com www.corporateink.com Here’s to being our own toughest judges. Amy Bermar Corporate Ink Integrated Marketing & PR 617-827-5779 firstname.lastname@example.org