30+ Ways to Create B2B Buzz

Transcription

1 30+ Ways to Create B2B Buzz Katie Martell On-demand 1

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5 Unapologetic marketing truth teller. Startup CMO, entrepreneur, on-demand marketer 5

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8 B2B BUZZ: A continuous and very intentional, strategic act of positioning your brand as a trusted resource in your industry, of raising the profile of your executives and brand stewards to a position of authority, and of earning air cover while your business does what it needs to do - grow. B2B BUZZ: Evolution of PR in the age of digital marketing. B2B BUZZ: Thought leadership Content marketing Influencer / media relations Awards and speaking Events and social 8

9 WHY INVE$T IN BUZZ? Raising funding War for talent Air cover for sales Trust & loyalty Buyers don t do business with companies they ve never heard of, and brands they do not trust. 9

10 but PR doesn t generate leads! I have never used PR to generate leads. I use it to generate awareness, change perceptions, and build the top of the funnel. - Brian Kardon, CMO, Fuze A world of change Social Changes Emotional Changes Technological Changes 10

11 ATTENTION IS SCARCE ~174/day ~40 / day FLOODGATES We are exposed to as much data in a single day than someone in the 15 th century would be in their entire lifetime. 11

12 1,440 MINUTES IN A DAY 10,000 BRAND MESSAGES / DAY 8 SECOND ATTENTION SPAN Our Malleable Minds 24 SCAN rather than read Bombarded by constant interruptions Crave stimulation Easily distracted 12

13 25 Continuous Partial Attention Who do we trust? 13

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15 Source: Edelman Trust Barometer 15

16 THE HALO EFFECT THE HALO EFFECT WORKS BOTH WAYS LIKE ONE ASPECT POSITIVE PREDISPOSITION TOWARD EVERYTHING ELSE DISLIKE ONE ASPECT NEGATIVE PREDISPOSITION TOWARD EVERYTHING ELSE 16

17 B2B THOUGHT LEADERSHIP 88% increased respect / admiration 82% increased trust 63% sense caliber of thinking 45% award business Research by Edelmen + LinkedIn 17

18 56% of buyers do not get valuable insights from the thought leadership they consume. B2B THOUGHT LEADERSHIP Having the answers to the biggest questions on the minds of your buyers, and providing your unique perspective on these hot topics. Michael Brenner 18

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20 30+ WAYS TO CREATE BUZZ Become an authority Command attention Get others talking about your ideas 1 Leverage your unique internal data assets NetProspex s expansive database of crowdsourced business contact information. 20

21 2 Repurpose into multiple pieces 21

22 3 Create your own unique research data (repeat annually) 4 Build win-win relationships with media partners 22

23 5 Maximize use of data assets 6 Make the most out of your event sponsorships 23

24 7 Offer real value in your pre-show appointmentsetting I thought there were a lot of synergies. Could we possibly meet to have a quick chat? To give you an idea of what we do Does Katie Martell Consulting need an easy-to-use, yet robust payper-call platform? Hopefully you could swing by to discuss your communication / outsourcing needs and the benefits XXXX might derive from working with your firm as well. PS. Please be sure to enter one of our "cool" giveaways of a YETI cooler or one of the YETI mugs. See you soon! 8 Is a booth still a booth if it s a destination? 24

25 9 A rising tide lifts all ships 10 Create your own events 25

26 11 Conduct a mini-media tour at events 12 Insert your narrative into speakers presentations 26

27 13 Know who influences your buyers and industry Analysts Media Event programmers Podcasters + Bloggers Authors / Speakers Influencers Micro-influencers Armchair analysts Celebrity customers The biggest barriers to working with influencers revolve around choosing who and how to engage. Business leaders - Brian Solis Principal Analyst, Altimeter 14 Incorporate influencer POV into your content (and make it easy to share) 27

28 15 Know your media in Help the media write a story and achieve their goals 28

29 17 Mind the calendar 18 RATIONAL-LEGAL TRADITIONAL CHARISMATIC Choose the right spokesperson - Captivology, Ben Parr 29

30 19 Tear down the wall between PR and Content 1. Content without PR gets lost 2. Coverage boosts content credibility 3. PR ensures timeliness 4. Shared goals 5. Same core of storytelling 20 Get on stage Innovation Women Speakizi speakizi.com Technically Speaking tinyletter.com/techspeak 30

31 21 Become a guest columnist Outlet Consideration How to get in Harvard Business Review New York Times Marketing, decision making, negotiations, organizational change, management Challenge the POV of what s in the paper Send pitch to submissions@hbr.org Send draft to opinion@nytimes.com Mashable Send tip or editorial suggestion Entrepreneur Become a contributor ge/ Inc Story idea or pitches pitches@inc.com, contributors@inc.com Business Insider Story ideas or article pitches Contributors@businessinsider.com Fast Company Leadership Editor Kathleen Davis kdavis@fastcompany.com Forbes Opinion opinion@forbes.com 22 Create news by showing momentum 31

32 23 Trinity of Tedium Announce an interesting partnership or consortium 24 News-jack something 32

33 25 H.A.R.O. 26 LinkedIn Publishing 33

34 27 Apply for and win industry awards 28 Create your own awards program 34

35 29 MOCCA Marketing Operations Cross Company Alliance Start a professional organization 30 WRITE THE BOOK 35

36 Connect your story to the outside world, to something bigger than your company, to a topic that people are already writing about. A movement, a holiday, a happening. Plug into the Zeitgeist. - Brian Dema, Director of Marketing Strategy, Silicon Valley Bank So, what do you want to be known for? 36

37 Ask me anything at the Post-Presentation Huddle! Subscribe to The World s Best Newsletter at Katie-Martell.com 37