Presentation from NextCase 2019, diving into how bespoke, data-driven B2B content is enough to make it in the door (and sell) to the largest organizations in the world.

1. What if I started like
this...

2. 89%of B2B marketers use content marketing 2
2
(Content Marketing Institute, 2018)

3. 28%are in the mature phase of the process. (Content Marketing
Institute, 2018)3
3
(Content Marketing Institute, 2018)

4. You'd
fall asleep.

5. That's not lead gen.
That's not demand gen.
It's not even marketing.

6. Mrketing and
sales are just
screaming in
their faces

7. (So you get things like this)

8. Like a good first
date, talk about
them.

9. It gets worse.

10. Router support

11. Really Crappy Marketer (RCM):
I know what you're doing.
It's wrong.
Here's how to do it

12. Super important Fortune 500 CEO (aka $$$):
Here's the door.

13. B2B is hard because...
• Need to educate really smart people
• Need to get in front of them
• Need to actually drive revenue ¯( )/¯

14. But first...
Hi, NextCase!

15. I’m Eytan Buchman
CMO @ Freightos
I try to make
freight sexy.
Host @ Marketers in Capes

16. Let's talk freight.
(It's all I do.)

17. Where it ends.
12 publications
500+ leads
2+ deals
It worked.

18. Want to know how I
did it?

19. B2B Marketing's superhero.

21. So you know what they
really want.

22. Expertise & buy intent

23. Le' Case study
The Digital Carrier Maturity Report
1. Content / Market Fit
2. Data
3. Distribution
4.
!

24. Content / Market Fit
Q: What keeps C-levels up at
night?
A: Competition
Especially low-margin, high competition and public companies

25. Data
• Create a benchmark. Be sophisticated.
• Find the right people. Be nice.
• Do homework.
• Send spreadsheet.
• Ask a million times.
• Ask again.

26. It looks like this.

27. Identifying the right channel
Where are they? If you know them ,this is easy.
- Long tail trade publications
- Internal conversations
- LinkedIn (holy crap.)
- Sales team. If you dare.

28. Package it
• Research
• Executive summary
• Webinar
• Landing page
• Individual company spreadsheet
• Spoon-fed press release

30. Distribution
1. Send pre-release to people who responded.

31. Distribution
1. Send pre-release to people who responded.
2. Pre-pitch journalists. Everyone.

32. Distribution
1. Send pre-release to people who
responded.
2. Pre-pitch journalists. Everyone.
3. Send to winner company social
managers / project leads

33. Distribution
1. Send pre-release to people who responded.
2. Pre-pitch journalists. Everyone.
3. Send to winner company social managers / project leads
4. Yell from the rooftops. Share publications. Tag people.

34. Distribution
1. Send pre-release to people who
responded.
2. Pre-pitch journalists. Everyone.
3. Send to winner company social
managers / project leads
4. Yell from the rooftops. Tag people.
5. LinkedIn Lead Form

35. Distribution
1. Send pre-release to people who
responded.
2. Pre-pitch journalists. Everyone.
3. Send to winner company social
managers / project leads
4. Yell from the rooftops. Tag people.
5. LinkedIn Lead Form

36. It works.

37. Key trade publication pickups x12

38. The right leads.
121 of them
@ $54.73!

39. Credibility you can't buy.
TFW your sales team asks YOU for content

40. Deals, b**ch.

41. Just to bring this home.
1. Content / Market fit
2. Make it about them.
3. Get data.
4. Put it the Venn overlap of interest and expertise.
5. Distribute through credible services.
(move to end)

42. Get the deck @ buchman.co.il/next
Subscribe to Marketers in Capes
Where I've interviewed...