enabling complex b2b sales with pr and content marketing
TRANSCRIPT
Matt Wilkinson PhD MBAAccount Director
Pinnacle Marketing Communications
Enabling complex B2B sales with public relations andcontent marketing
B2B sales are complex, time-consuming and frustrating.
Some sales cycles can take years
…and involve lots of meetings
It can feel like you are just burning money and throwing it away!
The door to success isn’t always signposted
What you need is great marketing support
from an agency like Pinnacle
AwarenessInterestDesireAction
Sale
that can raise awareness and drive profitable action
Awareness – it started with word of mouth
October 28, 1906 - First Press Release – Ivy Lee
Today PR-leads thousands of stories a day
What is PR?
Public relations (PR) is the practice of managing the spread of information between an individual or an organization and the public.
Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment.
The internet changed everything
how we consume information
how we shop
how we search
100 Billion searches a month
the amount we search
it made the Customer Journey more complex
Measure what matters, Google
and gave us opportunities to get found
The Zero Moment of Truth (ZMOT)
The precise moment a person has need, intent or question they want answered online.
1. Use search to uncover and understand the moments that matter
2. Be present in the moments that matter
3. Have something interesting, relevant and/or engaging to say
4. Measure the impact
Measure what matters, Google
The personal value a B2B solution offers has 2x the impact of the business value it provides.
B2B customers are much more emotionally attached to the brands they purchase from than B2C customers are.
Promotion to Emotion: Connecting B2B Customers to Brands., Google and CEB
so they are more diligent before they buy
To get clicks you need to reach the top
60%
But you also need brand recognition
86% of people only select results from companies they recognise
But marketing has a dirty little secret
Marketing’s dirty little secret
“Customers don’t care about you, your products or your services. They care about themselves and what you can do for them.”
Messaging overload
Customers are exposed to over 5,000 marketing messages every day.
What is content marketing?
“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
Or to put it another way
Traditional marketing and advertising is telling the world you are a rock star
PR is getting other people to spread the word you are a rock star…
Content marketing is showing them you are a rock star
Content marketing is NOT new!
4000BC – Effective hunting – a two point guide to hunting deer with spears
1895 - John Deere launches “The Furrow” magazine
1900 - The Michelin Guide - helps drivers maintain their cars and find decent food and lodging
Felix Baumgartner - Fall from Space
>37million YouTube views
Don’t bet your marketing on
being the 1 in 1,000,000
Fish where the fish are
with content they want to consume
and you need to promote your content
A lot of companies invest in content marketing on the
assumption that this is how it works!
Me Make Content
Human Click They buy = We make money
but this is how content marketing really works:
We Make
Content.Humans click.
If they like it, they
remember.
Maybe they think
of me when
prompted.
We can build
trust and
relationship with
Clicker.
When they need
our product, they
come back.
Why leave it to chance?
You need to capture and nurture leads
Input Details
Lead
Newsletter
Website
Landing Page
Prospect
3rd party media / PR
Curiosity Education Persuasion
Cynical Trusting
Sale
turn cynicism into trust
62%
Cost per lead
and reduce your cost per lead
The ROI?
ROI can be >250x
Then give us a call on:+44 (0) 208 869 9339
or visit:www.pinnacle-marketing.com