The Rise of the B2B Blockbuster
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We believe there's a better marketing model for B2B. We call it B2B Blockbusters. It's a new way to monetize your content and solve many of your biggest marketing problems. Learn how LinkedIn can help you create your next Blockbuster.
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The Rise of the B2B Blockbuster
- 1. The Rise of The B2B BLOCKBUSTER
- 2. The current approach to B2B marketing is broken
- 3. Marketers Are Trying To Imitate Newspapers Journalism is hard to scale and not profitable --- it’s a bad business model
- 4. We believe there’s a better marketing model for B2B
- 5. We call it… B2B Blockbusters
- 6. Blockbusters Are The New Way To Monetize Content For a leading indicator, check out Disney’s content calendar S U M M E R 2 0 1 5 FA L L 2 0 1 5 W I N T E R 2 0 1 5 S P R I N G 2 0 1 6 S U M M E R 2 0 1 6 FA L L 2 0 1 6 W I N T E R 2 0 1 6 S P R I N G 2 0 1 7 S U M M E R 2 0 1 7
- 7. Their Value Flows From Their Extensibility It allows brands to monetize multiple channels with the same IP
- 8. Blockbusters Both Build Brand & Drive Leads Big bets deliver big returns – our blockbuster has delivered 18,000% ROI MQLNO YES REVENUESALESNURTURE NO BLOCKBUSTER
- 9. Blockbusters solve many marketer’s biggest problems 1 They’re Easier: You’re focusing on fewer things 2 They’re Higher Quality: Fewer things can be done better 3 They’re More Effective: Better things breakthrough 4 They’re Sustainable: You can market them year after year
- 10. That’s why we’re investing in “Blockbusters-As-A-Service”
- 11. M E A S U R E M E N T D I S T R I B U T I O N C R E A T I V E A U D I E N C E We’ll Use Our Data To Build Your Client’s Blockbuster With a proprietary full-service solution
- 13. We Start By Identifying The Right Buyers Using our LinkedIn Insights Tag to create propensity models 100 MM BDM’s Sphere of Influence 27 M BDMs 10 M CXOs
- 14. Then We Analyze Their Topical Interests Leveraging LinkedIn’s data to determine which topics are ownable 0% 2% 4% 6% 8% 10% 12% 14% 16% CXOShareofUSEngagement Business Intelligence All Offshore Drilling Climate Change Reserves Energy Efficieny Energy Conservation Renewable Energy Sustainable Energy Smart Metering Smart Grid Energy Audits Oil & Energy Engagement Clicks + Likes + Comments + Shares
- 16. Your Blockbuster Will Consist of Four Key Elements This is a framework that connects content strategy to business strategy MISSION BUSINESS LINE BLOCKBUSTER 1 Original Insights 2 Touch Points 3 Brand Characters 4 Social First B2B MARKETING SOPHISTICATED GU ID E PERSONAL FINANCE TH E STOCK OF YOU SUCCESS AMBITION TH E STOCK OF YOU
- 17. 1. Blockbusters Are Based On Original Insights These can be developed by in-house SMEs or via a third party
- 18. 2. Blockbusters Must Be Designed For Social First Insights must come to life in the feed, not on a site or in a PDF
- 19. 3. Blockbusters Should Enable Touchpoint Consistency A unified experience across all channels improves recall + consideration.
- 20. 4. Blockbusters Should Feature Brand Characters People trust people more than faceless corporations
- 22. Here’s Our Distribution Framework For Blockbusters A properly distributed blockbuster consists of four key elements MISSION BUSINESS LINE BLOCKBUSTER 1. Native Formats 2. Targeted Reach 3. Always On 4. 60/40 Rule MISSION BUSINESS LINE BLOCKBUSTER 1. Native Formats 2. Targeted Reach 3. Always On 4. 60/40 Rule MISSION BUSINESS LINE BLOCKBUSTER 1. Native Formats 2. Targeted Reach 3. Always On 4. 60/40 Rule
- 23. 1. Blockbusters Are Delivered Via Native Formats Our data can power personalized, sequential messaging
- 24. 2. Blockbusters Should Reach The Entire Committee Forget about precision targeting, optimize for relevant reach TARGETED BUYER Junior Decision Makers Extended Buying Committee
- 25. 2. Blockbusters Should Reach The Entire Committee Forget about precision targeting, optimize for relevant reach SUCCESS TARGETING B2B MARKETING TECH TR ENDS TARGETING TALENT TECH TR ENDS TARGETING SALES TECH TR ENDS TARGETING RUN OF PROFESSIONAL MAR KETING H R SALES
- 26. 3. Blockbusters Should Obey The 60/40 Rule Blend lead-gen into your brand-building efforts “Investment in long-term brand and trust building, combined with short term brand activations to reap the sales benefits of those investments” 60/40 RULE
- 27. 4. Blockbusters Fuel Always-On Marketing It’s the best way to minimize costs and maximize recall Spend CTR 7+Impressions for Ad Recall
- 29. Measure Quality Reach With Audience Validation Did our blockbuster reach our most valuable buyers? $17.19 $39.04 $45.30 $78.33 $82.83 $92.25 $113.78 LinkedIn (A) DSP (B) Publisher (C) Publisher (D) Network (E) Network (F) Publisher Effective Cost per Supervisor + SMB Impression
- 30. Measure Quality Impact With Brand Research Did our blockbuster establish our brand as an expert on this topic?
- 31. Measure Quality Sales With Closed-Loop Attribution How much revenue did our blockbuster-acquired leads drive? 01 02 03 04 Marketing Qualified Lead Sales Qualified Lead Cost Per Lead Revenue
Notas do Editor
- Leading indicator of how to GTM with content should be entertainment industry Over past 10 years, bought Pixar, Marvel, Star W Since focusing on repeatable franchises, Disney’s revenue is up 61%
- And this can be used across all marketing channels, search, social, fb, lnkd, etc
- PWC is doing this well, no one else really is Why drive offsite? It cuts reach by 99% probably, since no one clicks on things, instead it could be 10 infographics
- And this isn’t just marketing, do the consultant’s decks look this? Do your e-mail signatures look like this?
- Show different examples of how to feature brand characters, interviews, blog posts, videos
- This is the biggest mistake in distribution today, niche targeting, precision targeting If anyone would believe in precision it would be us, we could show you cxo targeting and account based marketing but we don’t believe in it Why? These three reasons So think of your framework with targeting layered into it
- This is the biggest mistake in distribution today, niche targeting, precision targeting If anyone would believe in precision it would be us, we could show you cxo targeting and account based marketing but we don’t believe in it Why? These three reasons So think of your framework with targeting layered into it
- It’s not enough to just say “hey we’re thought leaders,” need to explain what you actually do, you’re not Disney, content isn’t the product This was never possible before on our platform but will be now with CRM/Retargeting etc.
- Reach part is obvious, more opportunities to get in front of them when you’re always on, and during a long buying cycle that makes sense But the recall part is more important Lower costs because you earn relevancy and can optimize bigger data sets Money saved on creation can be poured into distribution