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The Rise of the B2B Blockbuster

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We believe there's a better marketing model for B2B. We call it B2B Blockbusters. It's a new way to monetize your content and solve many of your biggest marketing problems. Learn how LinkedIn can help you create your next Blockbuster.

Publié dans : Marketing
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The Rise of the B2B Blockbuster

  1. 1. The Rise of The B2B BLOCKBUSTER
  2. 2. The current approach to B2B marketing is broken
  3. 3. Marketers Are Trying To Imitate Newspapers Journalism is hard to scale and not profitable --- it’s a bad business model
  4. 4. We believe there’s a better marketing model for B2B
  5. 5. We call it… B2B Blockbusters
  6. 6. Blockbusters Are The New Way To Monetize Content For a leading indicator, check out Disney’s content calendar S U M M E R 2 0 1 5 FA L L 2 0 1 5 W I N T E R 2 0 1 5 S P R I N G 2 0 1 6 S U M M E R 2 0 1 6 FA L L 2 0 1 6 W I N T E R 2 0 1 6 S P R I N G 2 0 1 7 S U M M E R 2 0 1 7
  7. 7. Their Value Flows From Their Extensibility It allows brands to monetize multiple channels with the same IP
  8. 8. Blockbusters Both Build Brand & Drive Leads Big bets deliver big returns – our blockbuster has delivered 18,000% ROI MQLNO YES REVENUESALESNURTURE NO BLOCKBUSTER
  9. 9. Blockbusters solve many marketer’s biggest problems 1 They’re Easier: You’re focusing on fewer things 2 They’re Higher Quality: Fewer things can be done better 3 They’re More Effective: Better things breakthrough 4 They’re Sustainable: You can market them year after year
  10. 10. That’s why we’re investing in “Blockbusters-As-A-Service”
  11. 11. M E A S U R E M E N T D I S T R I B U T I O N C R E A T I V E A U D I E N C E We’ll Use Our Data To Build Your Client’s Blockbuster With a proprietary full-service solution
  12. 12. Audience Insights 1
  13. 13. We Start By Identifying The Right Buyers Using our LinkedIn Insights Tag to create propensity models 100 MM BDM’s Sphere of Influence 27 M BDMs 10 M CXOs
  14. 14. Then We Analyze Their Topical Interests Leveraging LinkedIn’s data to determine which topics are ownable 0% 2% 4% 6% 8% 10% 12% 14% 16% CXOShareofUSEngagement Business Intelligence All Offshore Drilling Climate Change Reserves Energy Efficieny Energy Conservation Renewable Energy Sustainable Energy Smart Metering Smart Grid Energy Audits Oil & Energy Engagement Clicks + Likes + Comments + Shares
  15. 15. Creative Strategy2
  16. 16. Your Blockbuster Will Consist of Four Key Elements This is a framework that connects content strategy to business strategy MISSION BUSINESS LINE BLOCKBUSTER 1 Original Insights 2 Touch Points 3 Brand Characters 4 Social First B2B MARKETING SOPHISTICATED GU ID E PERSONAL FINANCE TH E STOCK OF YOU SUCCESS AMBITION TH E STOCK OF YOU
  17. 17. 1. Blockbusters Are Based On Original Insights These can be developed by in-house SMEs or via a third party
  18. 18. 2. Blockbusters Must Be Designed For Social First Insights must come to life in the feed, not on a site or in a PDF
  19. 19. 3. Blockbusters Should Enable Touchpoint Consistency A unified experience across all channels improves recall + consideration.
  20. 20. 4. Blockbusters Should Feature Brand Characters People trust people more than faceless corporations
  21. 21. Distribution Tactics 3
  22. 22. Here’s Our Distribution Framework For Blockbusters A properly distributed blockbuster consists of four key elements MISSION BUSINESS LINE BLOCKBUSTER 1. Native Formats 2. Targeted Reach 3. Always On 4. 60/40 Rule MISSION BUSINESS LINE BLOCKBUSTER 1. Native Formats 2. Targeted Reach 3. Always On 4. 60/40 Rule MISSION BUSINESS LINE BLOCKBUSTER 1. Native Formats 2. Targeted Reach 3. Always On 4. 60/40 Rule
  23. 23. 1. Blockbusters Are Delivered Via Native Formats Our data can power personalized, sequential messaging
  24. 24. 2. Blockbusters Should Reach The Entire Committee Forget about precision targeting, optimize for relevant reach TARGETED BUYER Junior Decision Makers Extended Buying Committee
  25. 25. 2. Blockbusters Should Reach The Entire Committee Forget about precision targeting, optimize for relevant reach SUCCESS TARGETING B2B MARKETING TECH TR ENDS TARGETING TALENT TECH TR ENDS TARGETING SALES TECH TR ENDS TARGETING RUN OF PROFESSIONAL MAR KETING H R SALES
  26. 26. 3. Blockbusters Should Obey The 60/40 Rule Blend lead-gen into your brand-building efforts “Investment in long-term brand and trust building, combined with short term brand activations to reap the sales benefits of those investments” 60/40 RULE
  27. 27. 4. Blockbusters Fuel Always-On Marketing It’s the best way to minimize costs and maximize recall Spend CTR 7+Impressions for Ad Recall
  28. 28. Holistic Measurement 4
  29. 29. Measure Quality Reach With Audience Validation Did our blockbuster reach our most valuable buyers? $17.19 $39.04 $45.30 $78.33 $82.83 $92.25 $113.78 LinkedIn (A) DSP (B) Publisher (C) Publisher (D) Network (E) Network (F) Publisher Effective Cost per Supervisor + SMB Impression
  30. 30. Measure Quality Impact With Brand Research Did our blockbuster establish our brand as an expert on this topic?
  31. 31. Measure Quality Sales With Closed-Loop Attribution How much revenue did our blockbuster-acquired leads drive? 01 02 03 04 Marketing Qualified Lead Sales Qualified Lead Cost Per Lead Revenue

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