Web marketing continues to evolve for B2B service companies. This speech was for those in the RIM Services industry. You can watch the speech at http://tomadams.com/learn-from-tom-adams/web-marketing-speech/

1. Hitchhikers Guide to Web Marketing Lessons and Perspectives From My Years On The Road

2. The "danger" of hitchhiking resides in having your eyes opened - in discovering the world as it really is.

3. 1999 2003 2006

5. Three Guiding Principles of Web Marketing

6. Your Comprehensive Marketing Strategy Matters

8. Marketing Strategy

9. If your Marketing Strategy is flawed or non-existent, your Web Marketing strategy will also be flawed or non-existent.

10. A Closer Look at the Web

14. 1,596,270,108

15. 400,000,000 260,000,000,000 per day

16. 28,000,000 per day

17. 1,000,000,000 per day

18. Google : 10.936 billionYahoo : 2.445 billionMicrosoft : 1.582 billionAsk : 286 millionAOL : 149 million

19. 6.8% urls accessed by businesses – to Facebook 10 % business internet bandwidth - YouTube Network Box

20. It’s worth getting your web marketing right.

21. Web Marketing is NOT about…. Design

22. My website needs to be prettier. Arghhh

23. Logo Tagline here This is where your copy goes. Interesting picture This is where your menu system goes Promotional Stuff or Links

24. Web Marketing IS about…. CONTENT

25. Vellorem, arcuporta parturient scelerisque, elit. Placerat nisi tortoregestas. Pulvinar et? Nunc in enimelitnatoque ac facilisis, velitpulvinarmontescursus, et musurna nisi ac turpis, pidaugueelementumcursus? Non. Dignissimfacilisisloremtristique et, non, pidurna a sit, augue in vel? Duisplaceratutodiocrasnatoqueelit. Platea, arcu nisi ac magnis, nuncarcuodioenim, velitvutpulvinarhac? Proin in, proinultrices! Urnaduishac. Lectus, diamarcuultricesscelerisque a dapibus ac facilisis? Risusturpisturpistincidunt magna nisi! Pellentesque cum sit cras? Integer, scelerisquepidurnapellentesqueodioametaliquetelementum? Pulvinarametrisus, sit vel non velloremquis, integer ac mattishacmagnisametporttitorpulvinar. Magnisnunc, disnatoquelorem, massa ac turpis a, montesnatoque ac! Ultricesmus, euetiam magna? Parturient ridiculusscelerisqueultriciesveltortor. Penatibus, dapibusnuncsedturpismattisnatoquealiquetaugueurnadictumstnecsedauguelectus ac vel integer? Dignissimdiamporttitorturpisnuncut! Auguephasellus et dolor estnec! Tortor, odio! Lundiummagnisporta. Tempor! Tinciduntmaurisdictumsturnadis mid? Pellentesque! Adipiscingmassasedurnaametamet! Tristique nisi? ? PrettyPleasingPerfect.com

27. Guiding Principles Review Get your Marketing Strategy right… you’ll get your web marketing right. The Web is a marketing medium that is huge… and growing. So do it right. Web is not a Design medium… it’s a content medium.

28. A Feel For The Road

29. “The real voyage of discovery consists not in seeking new landscapes but in having new eyes.” Marcel Proust

31. Prospect Attention >> Permission >> Influence >> Intimacy

32. Prospect Attention >> Permission >> Influence >> Intimacy Website CONTENT

33. Prospect Attention >> Permission >> Influence >> Intimacy Website CONTENT

34. Prospect Attention >> Permission >> Influence >> Intimacy ENGINEERED Touchpoints

35. Prospect Attention >> Permission >> Influence >> Intimacy ENGINEERED Touchpoints Directories Search Engines SEO Code Keywords

36. Prospect Attention >> Permission >> Influence >> Intimacy ENGINEERED PAID Touchpoints Website CONTENT

37. Prospect Attention >> Permission >> Influence >> Intimacy PAID Touchpoints Website CONTENT Sponsorships

38. PAID ENGINEERED

39. Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED Touchpoints Website CONTENT

40. “Yay! We’ve got our web marketing looked after.”

41. Prospect 2010 Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED Touchpoints Website CONTENT

42. Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Website CONTENT Authority Sites

43. “You have to read this!”

44. Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Website CONTENT

45. Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED Touchpoints Website CONTENT Fill the gaps

47. Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints You Must Become A MEDIA COMPANY

50. MEDIA COMPANIES DELIVER CONTENT

53. TV?

54. Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints MEDIA COMPANY

55. Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Interactive Engagement CONTENT Programmed Informational Educational CONTENT Static Marketing CONTENT

56. Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Static Marketing CONTENT

57. Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Programmed Informational Educational CONTENT

58. Programmed Content Blog Podcast V-Log ( Video) Articles Livecast Screencasts Newsletters White papers Case studies Educational Series Webinars Teleseminars

60. Blogs Webinars Video Case Studies

61. Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Programmed Informational Educational CONTENT PROBLEM PREDICAMENT PAIN NEED DESIRE Help Them Fix It

62. Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Programmed Informational Educational CONTENT

63. Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Programmed Informational Educational CONTENT Static Marketing CONTENT

64. Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Programmed Informational Educational CONTENT Static Marketing CONTENT

65. Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Interactive Engagement CONTENT Social Media

66. Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Interactive Engagement CONTENT Social media is the production, consumption and exchange of information through online social interactions and platforms.

67. Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Interactive Engagement CONTENT

68. The Numbers 400 Million 75 Million 60 Million

70. Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Interactive Engagement CONTENT Social validation, or social proofing, is a psychological phenomenon that occurs in ambiguous situations when people do not have enough information to make opinions independently, and instead look for external clues like popularity & trust.

71. Social Media is Important Interactive Engagement CONTENT Disclaimer: Homer Simpson is NOT a rocket scientist!

76. The Letterman Law of Engagement

77. Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Interactive Engagement CONTENT Programmed Informational Educational CONTENT Static Marketing CONTENT

78. PAID ENGINEERED EARNED Touchpoints Touchpoints Prospect Attention >> Permission >> Influence >> Intimacy Interactive Engagement CONTENT Programmed Informational Educational CONTENT Static Marketing CONTENT

80. Lessons Learned Along The Way

81. Lesson #1 Your static marketing content site is NOT a desired destination. Don’t assume it. Unless there is something compelling, valuable, educational, informational or interactive to direct them to, prospects won’t return.

82. Lesson #2 You can’t possibly embrace every web marketing opportunity, so the best ones to take are the ones that best accomplish the strategic results you need. Get your strategy right.

83. Lesson #3 Some areas of this crazy internet thing demand expert help and assistance. Don’t try to do it alone.

84. Lesson #4 Don’t assume that you have to offload all of your web marketing. There are significant areas you should hold, and tightly.

85. Lesson #5 What worked last year will not always work this year. Don’t rest on your laurels. Keep evolving and growing.

86. Lesson #6 Quit selling and pitching. Start educating, engaging and listening. That’s on your FaceBook, Twitter and LinkedIn accounts too.

87. Lesson #7 Get real. Be human. The nameless, faceless “corp” does not serve you well. You are not your building or your rack. You and your people need to be the stars!

88. Unexpected Discoveries & Serendipitous Delights

89. Content is an Enduring Marketing Asset

90. People, even business people, love to do business with those they know, like and trust!

91. The opportunity is immense. The possibilities keep coming.

92. What Now? Try not. Do or do not. There is no try. ~Yoda

93. Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED Touchpoints Static Marketing CONTENT Make sure this is working.

94. Adopt your new marketing agenda… Become A MEDIA COMPANY

95. Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Interactive Engagement CONTENT Programmed Informational Educational CONTENT Add ONLY 1 of Each

96. Interactive Engagement CONTENT 2-3 times per week Programmed Informational Educational CONTENT Once a Month

97. Prospect Attention >> Permission >> Influence >> Intimacy PAID ENGINEERED EARNED Touchpoints Touchpoints Interactive Engagement CONTENT Programmed Informational Educational CONTENT Static Marketing CONTENT

98. "Hitchhiking is as much waiting as it is moving, but each is important. The waiting taught me about myself, and the moving taught me about the world. I am nothing without both. --Morgan Salman"

100. Blog: tomadams.com

101. Twitter.com/TomAdams