This document provides marketing strategies for building demand and improving marketing. It discusses how aggressive media outreach, creative ideas that build thought leadership, and content-rich campaigns that drive urgency and sales can increase visibility and measurable results. Specific strategies discussed include fan engagement on social media to gain new customers, using visual content on Pinterest for brand awareness, and creating compelling content campaigns that package insights, news, and webinars. Measurement of campaigns through testing, analysis, and tying results to ROI is key to proving success.

1. You Built It…
Now Will they Buy It?
3 Sure-Fire Ways to Build
Demand and Improve Marketing
ProductCamp Boston | May 2014

2. The Good.

3. The Bad.

4. The Ugly.

5. You’re missing opportunities.
(And here’s why.)

6. 1. Aggressive media outreach increases visibility.
2. Creative ideas build thought leadership.
3. Content-rich campaigns drive urgency & sales.
4. Quantifiable goals = measurable results.
5. Brand distinction drives valuation.
5 Essential Points of Distinction
Once is not enough.

7. What you
have to work
with:
Content
Website Demand Gen
Blogs Infographics Social
Thought Leadership Video
Webinars
Media/PR
Word-of-mouth
Likes
Shares
Retweets
SEO
Reviews
Events &
Speaking
Net Promoter
(Advocates)
Sponsored
Content
Advertisements
Pay-per-click
Owned
PaidEarned

8. Relationships only
get you so far.

9. 1. H2H. The new B2B2E.
2. Narrow nets rule.
3. The WAIT game.
4. The new Face Time. It’s not about the meeting.
The New Rules

10. Proving it

11. Starting gate:
• Create the 1st R&D pipeline in 75+ years
• Old-school outlook. Marketing = useless.
Case Study: $1B Industrial Co
Game plan:
1. Fan club: Who’s in? Why?
2. Marketing 101. Who to target. How. What. How often.
3. Rollout: Automate. Test. Analyze. ROI to convince skeptics.

12. • 47 leads in 72 hours
• 30 days: 3 projects, 1 new customer
• Value: $1,000,000+
ROI:

13. WOM Impact
Urgent Goal:
• Tap passionate customer base
3 Games – 1 Winner
• Choice: cash, gift card, charity…or Netflix
• Facebook, Twitter, newsletter…and email

14. • 8,000 new signups monthly
ROI:
• $230,000 in new sales in 6 months

15. Social Strategy:
• Visual impact = holiday cheer & food
• Brand allegiance, awareness and connectedness
Pin It to Win It
Game plan:
• Pinterest page, $5,000 holiday sweepstakes
• www.kalhuaholiday.com
Social ROI
• Organic ‘pins’ +50X; followers + 1,432%
• 10,000 new names

16. Framing a B2B
Campaign

17. 1. Killer content that reaches beyond your product.
2. Tomorrow is more interesting than today.
Real-world data reaches the right audience.
3. Compelling campaigns package insight, news, visuals,
webinars, sales and social.
4. Test. Measure. Reuse. Test..= Constantly better ROI.
5. Brand distinction drives valuation. (* samples available)
Hit the Sweet Spot
Original+Essential = Power

18. Amy Bermar, President
c: 617.827.5779
abermar@corporateink.com
www.corporateink.com
Here’s to being our
own toughest judges.
Amy Bermar
Corporate Ink
Integrated Marketing & PR
617-827-5779
abermar@corporateink.com