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Ad Week Europe, B2B Forum- Welcome to the Funnel

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Jason MIller (Global Content lead at LinkedIn) and Doug Kessler (Velocity Partners) presentation deck from the LinkedIn B2B forum, March 24th 2015 at the Hamyard hotel as part of Advertising Week Europe.

Publié dans : Marketing
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Ad Week Europe, B2B Forum- Welcome to the Funnel

  1. 1. JASON MILLER Global Content Marketing LinkedIn WELCOME TO THE FUNNEL DOUG KESSLER Co-Founder & Creative Director Velocity Partners
  2. 2. ​Jason Miller Sr. Content Marketing Manager ​@JasonMillerCA ​@LinkedInMktg ​Doug Kessler ​Co-founder, Velocity Partners ​@DougKessler ​@velocitytweets
  3. 3. #thisonegoesto11
  4. 4. Let’s Talk About Content…
  5. 5. 7
  6. 6. 8 Not more content, more relevant content
  7. 7. ​41% ​of overall respondents say they would consider ending a brand relationship because of irrelevant promotions, and an additional 22% say they would definitely defect from the brand. RAGE AGAINST IRRELEVANCE…. ​41%44%
  8. 8. 10
  9. 9. 11 ​Repurpose content like leftover Turkey
  10. 10. 12 Company Pages Sponsored Updates (Turn it up to eleven!) LinkedIn Groups SlideShare ​Use Turkey Slices to Fuel Your Content Hubs
  11. 11. The Sophisticated Marketer’s Guide to LinkedIn The Big Rock
  12. 12. 14
  13. 13. Take it Global
  14. 14. The blog is the social media rug that ties the room together.
  15. 15. The Blogging Food Groups A steady diet of quality content for your blog Monday Tuesday Wednesda y Thursday Friday Saturday Raisin Bran Spinach Roast Raisin Bran Spinach Raisin Bran Chocolate Cake
  16. 16. ​Friday: Chocolate Cake
  17. 17. 19 ​BONUS Chocolate Cake
  18. 18. 20
  19. 19. What Does Success Look Like?
  20. 20. 22 MQL 22 Turkey Slices (Non Gated) Lead Capture No Yes RevenueSales SDR Sales Qualified? BIG ROCK (Gated) Nurture No Yes
  21. 21. Email Blog InMail Company Page Sponsored Updates SlideShare Display PPC Twitter The Always on Strategy For those about to Launch….. FIRE!
  22. 22. The Results Out of the Gate 34% 32% 15% 9% 6% 4% Email Blog InMail Direct/ SEO 64% 7% 7% 7% 6% 4% 2% 1% 1% United States Netherlan ds India Canada Australia UK
  23. 23. 26
  24. 24. 28 18,000% ROI
  25. 25. The Death of the One Dimensional Marketer
  26. 26. 30 The Marketing Team of the Future (As Demonstrated by KISS)
  27. 27. 31
  28. 28. 32 The four unique band members work together to deliver an amazing product. Lays Groundwork Fuels Content Fuels Demand Gen
  29. 29. 33 They consistently deliver content that their fans want to consume and share.
  30. 30. 34 Their PR efforts guide their vision as the hottest band in the world.
  31. 31. They deliver amazing experiences on tour (Event Marketing)
  32. 32. #INBOUND14 They built a thriving community.
  33. 33. 37
  34. 34. 38
  35. 35. “People want a thrill, people want a spectacle and people love to be entertained.”
  36. 36. Goodies Time
  37. 37. B2B decision-making is rational. Build a case. My old creative director
  38. 38. Head x Heart = Hit
  39. 39. Head x Heart = Hit
  40. 40. People don’t buy what you do; they buy why you do it. Simon Sinek
  41. 41. People don’t exist for businesses, businesses exist for people. Sprint Business positioning doc
  42. 42. Practice pathological empathy. Ann Handley
  43. 43. Salesforce.com
  44. 44. What does it feel like to give lousy customer service?
  45. 45. Go negative. Doug Kessler
  46. 46. Don’t fear sincerity.
  47. 47. 60 No Go Create Some Bloody Good Content! @dougkessler @jasonmiller

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