mit enterprise forum of cambridge get smart on marketing

Get Smart on Marketing

Allen Bonde, CMO, The Pulse Network @abonde

Barbara Ewen, Principal, CHEN PR

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It All Starts (or Ends) Here

Get Smart on Marketing | Allen Bonde @abonde

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Goals

Awareness Thought

Leadership Leads!

70% of a consumer’s buying experience is made before a

salesperson gets involved

reach

inform

engage


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Foundation: 4 ‘Ps’


Product… Brand

Price… Delivery

Place… Partners

Promotion… Media

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Building Blocks – 6 ‘Cs’

Competitive Intelligence

Who is out there? What are users buying?

Corporate Communications/PR

What’s our brand/story? How do we tell it?

Content and Inbound Marketing

What do I create/curate? Where do I syndicate?

Lead Generation Campaigns

Can I use Webcasts? What can I offer affiliates?

Community Engagement

How do I drive WOM? Who are influencers?

Media Channels

What is best way to reach my audience? What’s my budget?!


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Focus Your Message


• Differentiate your product or service in 30 seconds – What is your product or service

– Who do you sell it to

– Why is it better

• Highlight business benefits for your prospects

• Leverage market trends

• Consider the competition

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Pick Your Channels

Owned

Earned

Corporate website

Social profiles/blog

E-books, newsletters

Paid SEO, PPC

PR

Speaking

Ads/Sponsorship


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A Word on Content


Content = € ¢ ¥ D $ expert curated user generated distribution syndication

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Content Types


Expert / created

Curated

User-generated

Create credibility, trust and sharing

Create engagement + inventory

Create insight + advocates

¥

€

¢

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Based on What You Sell…

What are you selling?

Consumer – Non Considered Business – Non Considered

Consumer – Considered Business – Considered

Content “Demand”


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…There’s an Optimal Mix

€ ¢ ¥ D Created Curated User-generated

$ Distribution Syndication

No

n-c

on

sid

ere

d

Co

nsi

de

red

LOW

MED

MED

MED

LOW

MED

MED

HIGH

HIGH

LOW

HIGH

MED

LOW

HIGH

MED

HIGH

HIGH

LOW

HIGH

MED


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Priorities (especially for B2B)


Know your market

Capture your story

Recruit influencers/affiliates

Embrace content marketing

Ask customers what they like!

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So…How Much Should You Budget?


Basic 2-5%

5-10% Start-up

Percent of Revenues

High-Tech breakdown

Digital marketing: 29.2%

Events: 20.5%

Advertising: 9.9%

Source: IDC

Direct: 6.9%

PR / support / tools: 33.5%

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Case Study - Offerpop


Competitive Intelligence

Corporate Communications/PR

Content and Inbound Marketing

Lead Generation Campaigns

Community Engagement

Media Channels

2011 2010 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

benchmark

Facebook launch company launch

blog

Affiliates

newsletter Twitter

sponsorship

key analyst coverage

Webinars

campaign shortlist email

ROI cookbook maturity model guest posts

Product videos

Tumblr

Wiki

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Case Study –Storytellers


• Storyboarding – Simplify

– Be on the outside looking in

– Know your enemy

• Storybuilding – Aim High

– Connect the Dots

– Content: Multifaceted, Multiuse

• “Storyjacking” – Be Ready

– Be aggressive

– Be yourself

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Case Study – Storytellers


• 3 year relationship began with heavy messaging work and influencer programs

• Increased brand visibility played a significant role in NetWitness acquisition by RSA

• Continued relationship with RSA has altered PR approach to communication and influencer relations.

• 1.5 year relationship focused on proactive thought leadership and rapid response programs

• With only 2 product announcements in that time, Invincea has appeared in nearly 600 syndicated stories globally, with regular featured commentary in mass media and blogs

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THANK YOU

we’d love to hear from you!

[email protected] [email protected]