Access the full event here: https://event.on24.com/wcc/r/1961520/6BCB0569A0B9247AFAD05E78A5BCD4C1 "Account-Based Marketing (ABM) is outperforming traditional B2B marketing on just about every level: from prospecting, through engagement, conversion, retention, cross-selling and beyond. That means it’s not just the next big thing: it’s here and it’s transforming marketing from the ground up. But how do you really scale ABM and make your efforts count when faced with rising quarterly goals and expectations from sales? In this webinar we will discuss how to: • Identify accounts that are in market for solutions like yours • Save budget and engage only your target buying committee • Measure the performance of your programs against ABM KPIs • Stay ahead of the competition with an ABM strategy that your prospects (and boss!) will thank you for"

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Thank You for Joining Us

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What’s Not Working In B2B Marketing:
5 Things To Learn From The Fyre Festival Fail
SPONSORED BY:

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Follow This Webinar on LinkedIn & Twitter
#COSeriesDemand Gen Report: @DG_Report
Andrew Gaffney: @Agaffney
Klaudia Tirico: @Klaudiatirico
Brian Anderson: @BranderSays
Alicia Esposito: @Alicia_FioEspo
Elise Schoening: @Elise_Schoening

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Questions, Tweets & Resources
Submit your
questions here
Download
today’s resources
Join the conversation
#COSeries

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Panelists
MODERATOR:
Andrew Gaffney
Editorial Director
@Agaffney
Klaudia Tirico
Features Editor
@KlaudiaTirico
Brian Anderson
News Editor
@BranderSays
Alicia Esposito
Sr. Content Strategist
@Alicia_FioEspo
Elise Schoening
Assistant Editor
@Elise_Schoening

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Process & Planning
Sometimes "thinking big" can be a big problem.

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Billy McFarland
had big dreams.

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In 2016 and 2017,
McFarland secured
$26.4 million
from more than 100 investors.
And people bought in to his vision.

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But did he have
the plan and
processes in
place to make
his vision a
reality?

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Not so much.

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What made Fyre Fest
go off the rails?
•
•
•
•
•

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This is not a plan!
The key to success?
Having a tactical plan
that all team members
are bought in to...and
can execute.

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Strategic alignment, from beginning to end
CAMPAIGN STRATEGY
SALES PRODUCT
DEMAND
GEN
CONTENT
MARKETING
OPERATIONS

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REINFORCES
MARKETING
STRATEGY
ENSURES ALIGNMENT
TO STRATEGIC GOALS,
PRODUCT RELEASES,
ETC.
SETS METRICS/KPIS PROCESSES BUDGETING/REPORTING
TOOLS TO HELP
OPTIMIZE
PERFORMANCE
Marketing Ops keeps everyone in check

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Don't have a Fyre Fail. Follow these tips.
1. Bring in all stakeholders – Get early buy-in and do frequent
check-ins.
2. Develop an overarching campaign strategy based on
goals for the year.
3. Drill down into content creation
needs, promotion/amplification tactics, sales alignment
and involvement.
4. Craft your timeline, working backwards from goal
launch dates or other key milestones.
5. Support each other every step of the way.
6. Measure against objectives.
7. Learn and improve.

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Employee Advocacy & Support

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Fyre Festival
failed its
employees.

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Don't underestimate the power of your employees.
• 65% of buyers rely on peer
recommendations & 54% use social
media to research vendors &
solutions
Source: 2018 B2B Buyers Survey
• Employee advocacy programs can
increase visibility (79%), boost
inbound web traffic (45%) and
improve brand loyalty (34%)
Source: Hinge Research Institute

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— Donna Peeples, Pypestream
“If you’re going to think
about the customer first,
think employees always.”

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10X
Increase in shared
posts
70%
Increase in
organic reach
360%
ROI from
employee advocacy
Employee advocacy done right.
• Fujitsu rolled out a formal employee advocacy program using Oktopost
• The program made it easier for employees to find and share content with
their networks
• Within 6 months, the company started to see results
Source: Demand Gen Report

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1. Customers are critical, but your company will
go nowhere without a strong team to identify,
nurture and support them.
2. Create long-term, positive relationships with
your employees, just as B2B brands aim to do with
their customers and influencers.
3. Make sure your employees are aware of
major happenings in the company & aligned
across departments.
4. Encourage your employees to share content on social
media and equip them with the tools to do so.
Don't have a Fyre Fail. Follow these tips.

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FYRE Starters
Fyre Festival gets in with the in crowd.

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FYRE starters
THE PROBLEM?
None of the influencers properly disclosed
that they were compensated for the post.
• Fyre Festival influencer
campaign launched on Dec. 12
• It kicked off with 63 influencers
who posted a vague orange
colored graphic to social media
with the hashtag #FyreFest
• The campaign was said to
reach more than 300mm
people in 24 hours

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FYRE starters
Kendall Jenner was paid
$250K for this post! (Yes,
just this one.)

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The campaign was a huge success, driving much
hype for the event...But the influencers
were scammed too.
• Influencers were promised
luxury accommodations if they were even
invited to attend at all.
• Some ended up having to stay on a ship
and were later kicked off.
• Major influencers were not even at the
event, including Kendall
Jenner, Bella Hadid, etc.
• They didn't have the resources
to notify the influencers on the ship
about what was happening on the island.

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When done right, influencer marketing can benefit
B2B businesses.
• 69% say that their influencer engagement strategy was effective or
got results.
• 59% of marketers are planning to increase their
influencer marketing budgets over the next 12 months.
• 78% of buyers are dedicating more time to researching solutions
and are increasingly turning to peers and thought leaders for
relevant insights.
• 65% rely on peer recommendations and review sites when making
purchase decisions.
• Influencer marketing has been shown to deliver 11X higher ROI
than traditional digital marketing tactics.

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B2B influencer program done right.
• Oracle worked with 5 internal influencers
and 7 external influencers to tell a
cohesive story that subtly connected to
Oracle’s engineered systems products.
• Results:
– 4,321 combined blog views
– 134,228 social impressions
– 2,096 social engagements.

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Don't have a Fyre Fail. Follow these tips.
• Have a clear influencer strategy in place and communicate it with the
influencer consistently.
• Develop an influencer strategy with long-term relationships in mind.
Not just one-off posts that eat up budgets.
• Don't just focus on influencers with extremely
large followings, micro-influencers can be just as effective.
• Make sure your influencer campaign aligns with both
parties' philosophy to maintain authenticity.

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Social Media
FOMO or Uh-Oh?

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Social media can generate buzz. Big time.
• The average B2B company is
on 6 social media networks.
— Content Marketing Institute
• 78% of companies now say
they have dedicated social
media teams.
— Altimeter Group
• Almost half (47%) use
social media to browse existing
discussions to learn more
about their topics of interest
— Demand Gen Report

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FOMO only goes so far.
• Generating FOMO only works when there is a clear value proposition.
• While an exclusive VIP festival seems tempting, it can only go so far.
• Unclear offerings can lead to unwanted social media attention.

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The double-edged sword.

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B2B example: Juniper Networks
• One of this year’s Shorty Awards finalists in the
B2B social media category.
• Eight influencers were invited to participate in a
challenge to build the best data center design out
of Legos. The winners of the challenge would be
rewarded with a donation to the charity of their
choice.
• The winner was announced via social media
with accompanying imagery and content from
the influencers. Goal was to fuel conversation via
Facebook, Twitter and LinkedIn.
• Engagements with the brand’s unique content
increased 75.27% during the month of the contest
as compared to the month prior.

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1. Follow the three Cs: CLEAR, CONCISE,
COMPELLING.
2. Don't silence your audience!
3. Listen & Learn!
Don't have a Fyre Fail. Follow these tips.

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Don't Over Promise
Be in the business of exceeding expectations.

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Managing expectations.
• It's critical to set realistic expectations
for both internal and external
stakeholders.
• In both cases, being overly ambitious
could be dangerous!

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Don't over promise.
This is what gourmet food wound
up looking like at Fyre.
Remember letting your audience
down could have boomerang
effect.

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Deliver on the metrics that matter.
• Focus on quality over
quantity
• Think conversions,
especially at later stages
of funnel
• Adjust for ABM

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Thank You!
MODERATOR:
Andrew Gaffney
Editorial Director
@Agaffney
Klaudia Tirico
Features Editor
@KlaudiaTirico
Brian Anderson
News Editor
@BranderSays
Alicia Esposito
Sr. Content Strategist
@Alicia_FioEspo
Elise Schoening
Assistant Editor
@Elise_Schoening

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Register for more sessions now thru April 26th
Join Our Next Session: ABM And Modern B2B Advertising:
Reaching The Buying Committee At Your Target Accounts
http://webinars.demandgenreport.com/campaign-optimization-series/2019/
April 22nd
12:00 PM Eastern