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Mr Know It All: Brainy B2B Brands for a Social, Mobile World

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McClenahan Bruer
McClenahan Bruer

Talk at WebVisions Portland 2013 by David Smith on May 24, 2013

BusinessTechnology
1 of 54
Mr. Know It All! Brainy B2B Brands for a Social, Mobile Planet! !
“Brainy B2B Brands for a Social, Mobile Planet”! 2! B2B brand marketers are in the information business.! Be in the right place! At the right time! With the right information.!
David Smith! 3! Creative Director, McClenahan Bruer! david@mcbru.com! @davidtweets! ! McClenahan Bruer, or McBru to our friends, is a full-service, integrated tech B2B marketing agency. It’s all we do, so we do it extremely well. We sharpen strategy. We build, deploy and ride herd on programs. We scrutinize results to build a springboard to even better results.! ! Strategy + creativity + innovation. That’s how we add up.! ! www.mcbru.com! !
@davidtweets  at  #wvpdx   “Brainy B2B Brands for a Social, Mobile Planet”! o MOBILIZE AND SOCIALIZE! •  Optimize email for smartphones! •  Start adapting web/content assets for tablets! •  Use the lure of video! •  Build and leverage social peer power! •  Centralize planning and expertise! 4   Be in the right place! At the right time! With the right information.!
@davidtweets  at  #wvpdx   Be in the right place! 5! Events! Direct sales! Channel! Website / Email! Mobile + Social Media! ! ! ! ! ! ! In-Person! Online! Limited time! Always on!
@davidtweets  at  #wvpdx   At the right time – across the sales cycle! 6   Digital  Evolu4on  of  B2B  Marke4ng,  CEB  2012  
@davidtweets  at  #wvpdx   With the right information! 7   o HIGH QUALITY ANSWERS FROM YOUR 
 COMPANY’S EXPERTS! o EASY, RIGHT?!
@davidtweets  at  #wvpdx   B2B buyers want all the information! 8   2013  B2B  Content  Preferences  Survey,  Demand  Gen  Report   “When  asked  about  overall  value,  three  formats  stand   out  in  2013:  white  papers,  E-­‐books  and  webinars.”  
@davidtweets  at  #wvpdx   What B2B marketers offer! 9   Top Tactics! Social media (other than blogs)! Articles on own website! eNewsletters! Blogs! Important Tactics! Case studies! Videos! Articles on other websites! In Person Events! White Papers! 2013  Content  Marke4ng  Benchmarks,  CMI  and  Marke4ngProfs  
The Impact of Mobile – 24/7 Access to Content! 10!
@davidtweets  at  #wvpdx   B2B buyers are mobilizing! 11   Percentage of firms already implemented or have already implemented BYOD Programs.! 60%! BYOD! 47%! BYOD! Key Strategies To Capture And Measure The Value Of Consumerization Of IT, Forrester, 2012!
@davidtweets  at  #wvpdx   B2B buyers are mobilizing! 12   Four out of five 
 B2B buyers access content on their smartphones*! Over half 
 of B2B buyers access content on tablets*! * 2013 B2B Content Preferences Survey, Demand Gen Report! 24/7 access outside the workplace! Easy access to content and services!
@davidtweets  at  #wvpdx   B2B buyers are mobilizing! 13  
@davidtweets  at  #wvpdx   B2B marketers are mobilizing! 14   IDG  2013  Tech  B2B  Lead  Genera4on  Report  
@davidtweets  at  #wvpdx   Easy first step: mobile advertising! 15   *IDG  Tech  B2B  Buyers  Survey,  2012   41%! Percentage of B2B tech buyers purchased a product within six months of seeing an ad on a mobile device*!
@davidtweets  at  #wvpdx   Mobilizing content for smartphones! 16   Top Tactics! Social media (other than blogs)! Articles on own website! eNewsletters! Blogs! Important Tactics! Case studies! Videos! Articles on other websites! In Person Events! White Papers! 2013  Content  Marke4ng  Benchmarks,  CMI  and  Marke4ngProfs  
@davidtweets  at  #wvpdx   Mobilizing content for smartphones! 17   Email   Social  media   Web  
@davidtweets  at  #wvpdx   Top business uses of smartphones! o 1. PHONE CALLS! o 2. EMAIL! o 3. SMS (TEXTING)! o 4. CONTACTS/CALENDAR/TASKS! o 5. OTHER NAVIGATION! 18   IDATE  survey  of  smartphone  use  for  business  in  France,  Germany  and  UK,  2012    
@davidtweets  at  #wvpdx   Mobilize email with responsive design! o BIG IMAGES! o BIG TEXT! o BIG BUTTONS! o ONE COLUMN! 19   Email  on  desktop/tablet   Email  on  smartphone  
@davidtweets  at  #wvpdx   Another mobile email example! 20   Email  on  desktop/tablet  Email  on  smartphone  
@davidtweets  at  #wvpdx   Mobilizing content for tablets! 21   Top Tactics! Social media (other than blogs)! Articles on own website! eNewsletters! Blogs! Important Tactics! Case studies! Videos! Articles on other websites! In Person Events! White Papers! 2013  Content  Marke4ng  Benchmarks,  CMI  and  Marke4ngProfs  
@davidtweets  at  #wvpdx   Mobilizing web content for tablets! 22   o RETHINK ! o EVERYTHING! o NOT!!
@davidtweets  at  #wvpdx   Mobilizing web content for tablets! o BIG IMAGES! o BIG BUTTONS! o ONE / TWO COLUMNS! o SIMPLE MENUS! o LONG PAGES! o NO FLASH! 23  
@davidtweets  at  #wvpdx   Step 2: develop apps to deliver content! 24  
@davidtweets  at  #wvpdx   Educates sales team and customers! 25  
The Lure of Video! 26!
@davidtweets  at  #wvpdx   B2B audiences like video! 27   IDG  Echo  Effect  Study,  2012  
@davidtweets  at  #wvpdx   Video helps drive engagement! 28  
@davidtweets  at  #wvpdx   A fastest growing marketing tactic! 29   Content  Marke4ng  Ins4tute  and  Marke4ngProfs,  2012  
@davidtweets  at  #wvpdx   A fastest growing marketing tactic! 30   Source:  Arke4   2012  Tech  CMO   RoundTable  
@davidtweets  at  #wvpdx   Video delivers all kinds of information! 31   hap://contentmarke4ngins4tute.com/2013/04/video-­‐content-­‐b2b-­‐content-­‐marke4ng/  
@davidtweets  at  #wvpdx   Video delivers all kinds of answers! 32   Awareness! ! ! ! ! ! ! Testimonial! ! ! ! ! ! ! Thought leadership! ! ! ! ! ! ! Education! ! ! ! ! ! !
@davidtweets  at  #wvpdx   Be in the right place! 33! Events! Direct sales! Channel! Website / Email! Mobile + Social Media! ! ! ! ! ! ! In-Person! Online! Limited time! Always on!
The Impact of Social Media – “Peer Power”! 34!
@davidtweets  at  #wvpdx   B2B buyers are using social media! 35   The Demand Gen 2012 “Inside The Mind Of the B2B Buyer” Survey! 72% of our respondents said they used social media to research their solution purchase!
@davidtweets  at  #wvpdx   B2B buyers lean towards LinkedIn! 36   40%   53%   46%   26%   11%   11%   14%   23%   0%   20%   40%   60%   Google+   Twiaer   Facebook   LinkedIn   Use  All  The  Time   For  Work   Never  Use  For   Work   IDG  Connect,  based  on  727  Global  IT  and  Business  Respondents  
@davidtweets  at  #wvpdx   B2B buyers use social media for answers! 37   IDG  Echo  Effect  Study,  2012  
@davidtweets  at  #wvpdx   B2B marketers use LI, FB, Twitter! 38   Content  Marke4ng  Ins4tute  and  Marke4ngProfs,  2012  
@davidtweets  at  #wvpdx   Social media networks spread content! 39   IDG  2013  Tech  B2B  Lead  Genera4on  Report  
@davidtweets  at  #wvpdx   Build your networks intelligently! 40   getlittlebird.com!
@davidtweets  at  #wvpdx   Being Social Pays Off! 41   IDG  Echo  Effect  Study,  2012  
@davidtweets  at  #wvpdx   B2B buyers share content on networks! 42   2013  B2B  Content  Preferences  Survey,  Demand  Gen  Report  
@davidtweets  at  #wvpdx   Help buyers find answers and each other! o REACTION DESIGN CLEAN COMBUSTION GROUP! 43   hap://mcclenahanbruer.tumblr.com/  
@davidtweets  at  #wvpdx   Start With a Social Media 360! 44   Discovery! Analysis! Recommendations!
Maintaining Brand Consistency! 45!
@davidtweets  at  #wvpdx   The right information! 46   Content  has  emerged  as  the  centerpiece  of  customer  engagement  efforts;   yet,  content  s7ll  seems  to  be  “everyone’s  job  and  no  one’s  job.”   -­‐  Digital  Evolu4on  of  B2B  Marke4ng,  the  Execu4ve  Board  2012  
@davidtweets  at  #wvpdx   Who owns this mess?! o YOU OWN THE BRAND! 47  
@davidtweets  at  #wvpdx   Keep in control of your messaging! 48   Brand identity! Personas! Messaging!
@davidtweets  at  #wvpdx   Define and share content strategy! 49   Funnel  Mapping   Audit  and  Analysis   Recommenda4ons  
@davidtweets  at  #wvpdx   Centralize for content consistency! 50   Digital  Evolu4on  of  B2B  Marke4ng,  CEB  2012  
@davidtweets  at  #wvpdx   Combine social + web + mobile planning! 51   See  the  ar4cle  today  (May  24)  on  Website  Magazine  websitemagazine.com   Update  Needed:  The  Brand  Revamp  Process   by  Allison  Howen    
@davidtweets  at  #wvpdx   “Brainy B2B Brands for a Social, Mobile Planet”! o MOBILIZE AND SOCIALIZE! •  Optimize email for smartphones! •  Start adapting web/content assets for tablets! •  Use lure of video! •  Build and leverage social peer power! •  Centralize planning and expertise! 52  
“Brainy B2B Brands for a Social, Mobile Planet”! 53! B2B brand marketers are in the information business.! Be in the right place! At the right time! With the right information.!
54! Thank you! Follow me for copy of the slides:
 @davidtweets
 david@mcbru.com! !

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Mr Know It All: Brainy B2B Brands for a Social, Mobile World

  • 1. Mr. Know It All! Brainy B2B Brands for a Social, Mobile Planet! !
  • 2. “Brainy B2B Brands for a Social, Mobile Planet”! 2! B2B brand marketers are in the information business.! Be in the right place! At the right time! With the right information.!
  • 3. David Smith! 3! Creative Director, McClenahan Bruer! david@mcbru.com! @davidtweets! ! McClenahan Bruer, or McBru to our friends, is a full-service, integrated tech B2B marketing agency. It’s all we do, so we do it extremely well. We sharpen strategy. We build, deploy and ride herd on programs. We scrutinize results to build a springboard to even better results.! ! Strategy + creativity + innovation. That’s how we add up.! ! www.mcbru.com! !
  • 4. @davidtweets  at  #wvpdx   “Brainy B2B Brands for a Social, Mobile Planet”! o MOBILIZE AND SOCIALIZE! •  Optimize email for smartphones! •  Start adapting web/content assets for tablets! •  Use the lure of video! •  Build and leverage social peer power! •  Centralize planning and expertise! 4   Be in the right place! At the right time! With the right information.!
  • 5. @davidtweets  at  #wvpdx   Be in the right place! 5! Events! Direct sales! Channel! Website / Email! Mobile + Social Media! ! ! ! ! ! ! In-Person! Online! Limited time! Always on!
  • 6. @davidtweets  at  #wvpdx   At the right time – across the sales cycle! 6   Digital  Evolu4on  of  B2B  Marke4ng,  CEB  2012  
  • 7. @davidtweets  at  #wvpdx   With the right information! 7   o HIGH QUALITY ANSWERS FROM YOUR 
 COMPANY’S EXPERTS! o EASY, RIGHT?!
  • 8. @davidtweets  at  #wvpdx   B2B buyers want all the information! 8   2013  B2B  Content  Preferences  Survey,  Demand  Gen  Report   “When  asked  about  overall  value,  three  formats  stand   out  in  2013:  white  papers,  E-­‐books  and  webinars.”  
  • 9. @davidtweets  at  #wvpdx   What B2B marketers offer! 9   Top Tactics! Social media (other than blogs)! Articles on own website! eNewsletters! Blogs! Important Tactics! Case studies! Videos! Articles on other websites! In Person Events! White Papers! 2013  Content  Marke4ng  Benchmarks,  CMI  and  Marke4ngProfs  
  • 10. The Impact of Mobile – 24/7 Access to Content! 10!
  • 11. @davidtweets  at  #wvpdx   B2B buyers are mobilizing! 11   Percentage of firms already implemented or have already implemented BYOD Programs.! 60%! BYOD! 47%! BYOD! Key Strategies To Capture And Measure The Value Of Consumerization Of IT, Forrester, 2012!
  • 12. @davidtweets  at  #wvpdx   B2B buyers are mobilizing! 12   Four out of five 
 B2B buyers access content on their smartphones*! Over half 
 of B2B buyers access content on tablets*! * 2013 B2B Content Preferences Survey, Demand Gen Report! 24/7 access outside the workplace! Easy access to content and services!
  • 13. @davidtweets  at  #wvpdx   B2B buyers are mobilizing! 13  
  • 14. @davidtweets  at  #wvpdx   B2B marketers are mobilizing! 14   IDG  2013  Tech  B2B  Lead  Genera4on  Report  
  • 15. @davidtweets  at  #wvpdx   Easy first step: mobile advertising! 15   *IDG  Tech  B2B  Buyers  Survey,  2012   41%! Percentage of B2B tech buyers purchased a product within six months of seeing an ad on a mobile device*!
  • 16. @davidtweets  at  #wvpdx   Mobilizing content for smartphones! 16   Top Tactics! Social media (other than blogs)! Articles on own website! eNewsletters! Blogs! Important Tactics! Case studies! Videos! Articles on other websites! In Person Events! White Papers! 2013  Content  Marke4ng  Benchmarks,  CMI  and  Marke4ngProfs  
  • 17. @davidtweets  at  #wvpdx   Mobilizing content for smartphones! 17   Email   Social  media   Web  
  • 18. @davidtweets  at  #wvpdx   Top business uses of smartphones! o 1. PHONE CALLS! o 2. EMAIL! o 3. SMS (TEXTING)! o 4. CONTACTS/CALENDAR/TASKS! o 5. OTHER NAVIGATION! 18   IDATE  survey  of  smartphone  use  for  business  in  France,  Germany  and  UK,  2012    
  • 19. @davidtweets  at  #wvpdx   Mobilize email with responsive design! o BIG IMAGES! o BIG TEXT! o BIG BUTTONS! o ONE COLUMN! 19   Email  on  desktop/tablet   Email  on  smartphone  
  • 20. @davidtweets  at  #wvpdx   Another mobile email example! 20   Email  on  desktop/tablet  Email  on  smartphone  
  • 21. @davidtweets  at  #wvpdx   Mobilizing content for tablets! 21   Top Tactics! Social media (other than blogs)! Articles on own website! eNewsletters! Blogs! Important Tactics! Case studies! Videos! Articles on other websites! In Person Events! White Papers! 2013  Content  Marke4ng  Benchmarks,  CMI  and  Marke4ngProfs  
  • 22. @davidtweets  at  #wvpdx   Mobilizing web content for tablets! 22   o RETHINK ! o EVERYTHING! o NOT!!
  • 23. @davidtweets  at  #wvpdx   Mobilizing web content for tablets! o BIG IMAGES! o BIG BUTTONS! o ONE / TWO COLUMNS! o SIMPLE MENUS! o LONG PAGES! o NO FLASH! 23  
  • 24. @davidtweets  at  #wvpdx   Step 2: develop apps to deliver content! 24  
  • 25. @davidtweets  at  #wvpdx   Educates sales team and customers! 25  
  • 26. The Lure of Video! 26!
  • 27. @davidtweets  at  #wvpdx   B2B audiences like video! 27   IDG  Echo  Effect  Study,  2012  
  • 28. @davidtweets  at  #wvpdx   Video helps drive engagement! 28  
  • 29. @davidtweets  at  #wvpdx   A fastest growing marketing tactic! 29   Content  Marke4ng  Ins4tute  and  Marke4ngProfs,  2012  
  • 30. @davidtweets  at  #wvpdx   A fastest growing marketing tactic! 30   Source:  Arke4   2012  Tech  CMO   RoundTable  
  • 31. @davidtweets  at  #wvpdx   Video delivers all kinds of information! 31   hap://contentmarke4ngins4tute.com/2013/04/video-­‐content-­‐b2b-­‐content-­‐marke4ng/  
  • 32. @davidtweets  at  #wvpdx   Video delivers all kinds of answers! 32   Awareness! ! ! ! ! ! ! Testimonial! ! ! ! ! ! ! Thought leadership! ! ! ! ! ! ! Education! ! ! ! ! ! !
  • 33. @davidtweets  at  #wvpdx   Be in the right place! 33! Events! Direct sales! Channel! Website / Email! Mobile + Social Media! ! ! ! ! ! ! In-Person! Online! Limited time! Always on!
  • 34. The Impact of Social Media – “Peer Power”! 34!
  • 35. @davidtweets  at  #wvpdx   B2B buyers are using social media! 35   The Demand Gen 2012 “Inside The Mind Of the B2B Buyer” Survey! 72% of our respondents said they used social media to research their solution purchase!
  • 36. @davidtweets  at  #wvpdx   B2B buyers lean towards LinkedIn! 36   40%   53%   46%   26%   11%   11%   14%   23%   0%   20%   40%   60%   Google+   Twiaer   Facebook   LinkedIn   Use  All  The  Time   For  Work   Never  Use  For   Work   IDG  Connect,  based  on  727  Global  IT  and  Business  Respondents  
  • 37. @davidtweets  at  #wvpdx   B2B buyers use social media for answers! 37   IDG  Echo  Effect  Study,  2012  
  • 38. @davidtweets  at  #wvpdx   B2B marketers use LI, FB, Twitter! 38   Content  Marke4ng  Ins4tute  and  Marke4ngProfs,  2012  
  • 39. @davidtweets  at  #wvpdx   Social media networks spread content! 39   IDG  2013  Tech  B2B  Lead  Genera4on  Report  
  • 40. @davidtweets  at  #wvpdx   Build your networks intelligently! 40   getlittlebird.com!
  • 41. @davidtweets  at  #wvpdx   Being Social Pays Off! 41   IDG  Echo  Effect  Study,  2012  
  • 42. @davidtweets  at  #wvpdx   B2B buyers share content on networks! 42   2013  B2B  Content  Preferences  Survey,  Demand  Gen  Report  
  • 43. @davidtweets  at  #wvpdx   Help buyers find answers and each other! o REACTION DESIGN CLEAN COMBUSTION GROUP! 43   hap://mcclenahanbruer.tumblr.com/  
  • 44. @davidtweets  at  #wvpdx   Start With a Social Media 360! 44   Discovery! Analysis! Recommendations!
  • 46. @davidtweets  at  #wvpdx   The right information! 46   Content  has  emerged  as  the  centerpiece  of  customer  engagement  efforts;   yet,  content  s7ll  seems  to  be  “everyone’s  job  and  no  one’s  job.”   -­‐  Digital  Evolu4on  of  B2B  Marke4ng,  the  Execu4ve  Board  2012  
  • 47. @davidtweets  at  #wvpdx   Who owns this mess?! o YOU OWN THE BRAND! 47  
  • 48. @davidtweets  at  #wvpdx   Keep in control of your messaging! 48   Brand identity! Personas! Messaging!
  • 49. @davidtweets  at  #wvpdx   Define and share content strategy! 49   Funnel  Mapping   Audit  and  Analysis   Recommenda4ons  
  • 50. @davidtweets  at  #wvpdx   Centralize for content consistency! 50   Digital  Evolu4on  of  B2B  Marke4ng,  CEB  2012  
  • 51. @davidtweets  at  #wvpdx   Combine social + web + mobile planning! 51   See  the  ar4cle  today  (May  24)  on  Website  Magazine  websitemagazine.com   Update  Needed:  The  Brand  Revamp  Process   by  Allison  Howen    
  • 52. @davidtweets  at  #wvpdx   “Brainy B2B Brands for a Social, Mobile Planet”! o MOBILIZE AND SOCIALIZE! •  Optimize email for smartphones! •  Start adapting web/content assets for tablets! •  Use lure of video! •  Build and leverage social peer power! •  Centralize planning and expertise! 52  
  • 53. “Brainy B2B Brands for a Social, Mobile Planet”! 53! B2B brand marketers are in the information business.! Be in the right place! At the right time! With the right information.!
  • 54. 54! Thank you! Follow me for copy of the slides:
 @davidtweets
 david@mcbru.com! !