pardot elevate 2012 - confessions of a b2b ad man

“You Can’t Bore People Into "Buying Your Product…” " " "– David Ogilvy!

…and now a word from our sponsors!"

The Kinds of Information They Want"§  Education on big picture issues"§  Solutions to their problems"§  Ways to improve their business /

product"§  Industry news"§  Product / service offering"

The Classic Pitch"

1.  Identify the Problem"2.  Use testimonials and endorsements"3.  Demonstration"4.  Ease of use"5.  Benefits of the product"6.  Call to action"7.  Include a bonus offer"8.  Reduce the risk"

The Man in the Hathaway Shirt"

Typical Story Arc"

§  My company"§  Has a product"

•  That has a feature"•  With a benefit"

•  That solves a problem"

A New Story Arc"

§  Your problem"§  Can be solved by this benefit"

•  Provided by this feature"•  contained in my product"

•  That is supported by these facts"

•  Sold by my company"

ü  Watertight ü  Locking

cover ü  Lightweight

How We Tell the Hamilton Kent Story"

Making Headline News"

How We Tell the Hamilton Kent Story"

Stop Boring People Into Buying Your Product"§  Uphold your end of the B2B

Marketing Contract"§  Use people in your

organization as marketing “pitchmen”"§  Identify the problems"§  Demonstrate and support the

benefits "

§  Tell a compelling story"

Further Reading"

Scott Moore"smoore@motumb2b.com"

416 598-7574"

Confessions of a B2B Ad Man"