TAM AdEx 2023 Cross Media Advertising Recap - Auto Sector
Denver Boulder Software Club January Event: Making B2B Sexy
1. Market Creation Group
Making B2B Sexy
(please keep your clothes on)
Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
2. Market Creation Group
Your Sexy Education Team Today:
• Brett Schklar – Founder & CEO, Market Creation Group
• Don Bergal – recently Chief Marketing Officer, Confio
Software, a Solar Winds Company
• Nadine Pyter – Director of Marketing, Confio
Software, A Solar Winds Company
• Mark Stiltner – Creative Director, Market Creation
Group
Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
3. Market Creation Group
What the hell is so sexy about B2B anyway?
Inc. Magazine article: Why B2B Startups are Suddenly So Sexy – Oct, 2013
Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
5. Market Creation Group
What is attractive to you?
@demandmcg | #endhohummarketing
Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
6. Market Creation Group
What is attractive to you?
@demandmcg | #endhohummarketing
Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
7. Market Creation Group
What is attractive to you?
@demandmcg | #endhohummarketing
Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
8. Market Creation Group
What is attractive to you?
@demandmcg | #endhohummarketing
Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
9. Market Creation Group
What is attractive to you?
@demandmcg | #endhohummarketing
Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
10. Market Creation Group
Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
11. Market Creation Group
Customer Lifecycle (yep, they’re in control)
Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
12. Market Creation Group
From the desk of Don Bergal
THE PROBLEM
Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
13. Market Creation Group
Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
14. Market Creation Group
Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
15. Market Creation Group
Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
16. Market Creation Group
According to Brett Schklar,
“GREAT IDEAS ARE GREAT. GREAT
IDEAS EXECUTED GREATLY GETS GREAT
RESULTS”
Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
17. Market Creation Group
The infamous Nadine Pyter
WHERE THE ACTION REALLY
HAPPENS
Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
26. Market Creation Group
Live events – monsters everywhere!
Booth
Game
Figurines
Buttons
eBook
Nurture
Automated
marketing
SDR
Offers
webinars
product
toolkits
infographic
whitepapers
eBook
-------------Website ----------
We meet people who love monsters
remarketing
Download!
31. Market Creation Group
Online Marketing – Driving Website Traffic
Lead Gen
Social
Virtual Conf
PPC
SEO
Attract more people who love monsters!
-------------Website ----------remarketing
Nurture
Automated
marketing
SDR
Offers
webinars
toolkits
infographic
whitepapers
eBook
product
webinars
whitepapers
Download!
35. Market Creation Group
According to Mark Stiltner,
“STRATEGY WITHOUT EXECUTION IS
MASTURBATION…EXECUTION
WITHOUT STRATEGY IS SUICIDE”
Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
36. Market Creation Group
Key Takeaway #1
DON’T SELL TO
BUSINESSES…BUSINESSES DON’T
BUY ANYTHING
Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
37. Market Creation Group
Key Takeaway #2
“CIO” IS NOT A PERSONA
Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
38. Market Creation Group
Key Takeaway #3
FACTS DON’T SELL YOU…YOU SELL
THE FACTS
Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
39. Market Creation Group
Key Takeaway #4
AN ARMY OF GENERALS WINS NO
WAR
Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
40. Market Creation Group
Key Takeaway #5
TALK ABOUT YOUR AUDIENCE, NOT
ABOUT YOURSELF
Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
41. Market Creation Group
If Facebook has a relationship status, why don’t you have a relationship
status for your prospects?
#MakeB2BSexy | info@demandmcg.com | Brett Schklar | 303.325.7423
43. Market Creation Group
A very sexy Thank You!
Brett
Don
Nadine
Mark
Copyright Market Creation Group 2014 | www.marketcreationgroup.com | @demandmcg | 1.888.MCG.4.ME | 930 Inca Street Denver, CO 80204 | Make B2B Sexy
Notas do Editor
With working with over 70 companies, I have learned many things about what causes individuals to fail. Sales typically takes a relationship-based approach, but marketing does not – creates a lack of alignment. Many of our clients use Marketing automation, but to be honest, they’re taking a mass-marketing approach to using it. It’s not bad, but it’s not taking advantage of the microtargeting capability built in. Relationship are what get us scores on our headboard…let’s focus on the relationships of the individuals…not the companies. Too much is riding on larger programs and processes.
With working with over 70 companies, I have learned many things about what causes individuals to fail. Sales typically takes a relationship-based approach, but marketing does not – creates a lack of alignment. Many of our clients use Marketing automation, but to be honest, they’re taking a mass-marketing approach to using it. It’s not bad, but it’s not taking advantage of the microtargeting capability built in. Relationship are what get us scores on our headboard…let’s focus on the relationships of the individuals…not the companies. Too much is riding on larger programs and processes.
With working with over 70 companies, I have learned many things about what causes individuals to fail. Sales typically takes a relationship-based approach, but marketing does not – creates a lack of alignment. Many of our clients use Marketing automation, but to be honest, they’re taking a mass-marketing approach to using it. It’s not bad, but it’s not taking advantage of the microtargeting capability built in. Relationship are what get us scores on our headboard…let’s focus on the relationships of the individuals…not the companies. Too much is riding on larger programs and processes.
With working with over 70 companies, I have learned many things about what causes individuals to fail. Sales typically takes a relationship-based approach, but marketing does not – creates a lack of alignment. Many of our clients use Marketing automation, but to be honest, they’re taking a mass-marketing approach to using it. It’s not bad, but it’s not taking advantage of the microtargeting capability built in. Relationship are what get us scores on our headboard…let’s focus on the relationships of the individuals…not the companies. Too much is riding on larger programs and processes.
With working with over 70 companies, I have learned many things about what causes individuals to fail. Sales typically takes a relationship-based approach, but marketing does not – creates a lack of alignment. Many of our clients use Marketing automation, but to be honest, they’re taking a mass-marketing approach to using it. It’s not bad, but it’s not taking advantage of the microtargeting capability built in. Relationship are what get us scores on our headboard…let’s focus on the relationships of the individuals…not the companies. Too much is riding on larger programs and processes.
Personify our customers, personify their problem. Great, now what?
Crazy new concept – integrated marketing. Woo ‘em. Nurture the relationship. Touch them multiple times before download.
Be consistent, constant and omnipresent.
Confio goes to events. 120. Monsters are everywhere
Simple booth with a sinister plan
All I can sayis, know your audience
Let’s break this down…
Driving traffic to our website… monsters are on all our social channels, banner ads (syndicated programs and google)
They invade the cities we visit
They help us announce new customers!
What is remarketing? – Monsters invade your favorite minion video clips.
Is this all because of monsters? No. We also increased spend, ramped up the SDR team, launched LogicalRead and our content marketing programs. But in 2012 our PMM went to PASS Summit and reported back that no one knew Confio. In 2013, he returned and everyone knew exactly who Confio was and they happily stood line for 15 minutes to try to win a monster
With working with over 70 companies, I have learned many things about what causes individuals to fail. Sales typically takes a relationship-based approach, but marketing does not – creates a lack of alignment. Many of our clients use Marketing automation, but to be honest, they’re taking a mass-marketing approach to using it. It’s not bad, but it’s not taking advantage of the microtargeting capability built in. Relationship are what get us scores on our headboard…let’s focus on the relationships of the individuals…not the companies. Too much is riding on larger programs and processes.