Buzzword Free B2B: Build record breaking business-to-business campaigns - Jacqueline Schklar, Get to Market
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Learn how to cut through the "buzz" with practical tips for targeting and converting business customers—from research and strategy, to production, execution and optimization.
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Buzzword Free B2B: Build record breaking business-to-business campaigns - Jacqueline Schklar, Get to Market
- 1. MASTER CLASS DENVER, CO ~ MAY 8 - 9, 2023 DIGIMARCONROCKYMOUNTAINS.COM | #DigiMarConRockyMountains Jacqueline Schklar SENIOR CONSULTANT GET TO MARKET Buzzword Free B2B: Build Record Breaking Business- to-Business Campaigns
- 2. Buzzword Free B2B: Build record breaking business-to-business campaigns Master Class presented by Jacqueline Schklar May 8th | DigiMarCon Rocky Mountains
- 3. Who is Jacqueline Schklar? A few of my clients:
- 4. What are we covering today?
- 5. Let's talk about B2B VS B2C
- 6. What's great about B2B? *Ref: Netline 2023 State of B2B Content Consumption and Demand Report for Marketers
- 7. What's tricky about B2B?
- 8. 2022 B2B content consumption by format, and registrations per asset upload Ref: Netline 2023 State of B2B Content Consumption and Demand Report for Marketers ▪ eBooks were 3.5x more likely to be downloaded in 2022 over White Papers ▪ Using the term “Guide” for your content is helpful—if the content delivers on that promise ▪ Despite the popularity of each format, eBook and Guide consumption had no discernable influence on purchase intent in 2022. ▪ Registration for a Live Webinar correlated to being 22.0% more likely to a purchase decision within three months.
- 9. 2022 Content Consumption Formats and Buyer Intent Ref: Netline 2023 State of B2B Content Consumption and Demand Report for Marketers
- 10. Buying Journey and Job Level Ref: Netline 2023 State of B2B Content Consumption and Demand Report for Marketers
- 11. The State of B2B Content Marketing
- 12. B2B audience insights for messaging tone Verticals and Roles Need/Want Related Themes Medical Markets Show me data and more data, and extra info. B2Developer Demo, don't sell to me. I'm always learning. BDM - Business Decision Maker Benefits over features, stay out of the weeds. AEC – Architectural, Eng. and Const. Frustrated with bad tools and poor integrations. FinTech Security, security, security. And don't be weird. B2Gov or B2Administration Make everything faster and easier, I'm swamped. SMB Close to B2C. Be likeable. B2Distributor Cost and overhead is key for me.
- 13. Do this not that – Email format Please read these 100 or fewer words about something so amazing, you can't resist clicking the offer to read, learn, or download for more. The reasons why are: • Reason, feature or benefit 1 • Reason why #2 • And reason 3 here Irresistible CTA Hero image Adding logo is ok < 100 words about one topic/ask, explaining its value to the reader CTA Button X
- 14. Do this not that – Social cards X X
- 15. Do this not that – Short form video X X
- 16. Sales enablement and collaboration
- 17. Tips for working with agencies and publishers
- 18. When you are marketing to B2B and B2C
- 19. 10 rules of tech marketing
- 20. Thank you for attending. Check out our panel discussion tomorrow: Death by Random Acts of Marketing - here at DigiMarCon Special thanks to Netline Corporation for permitting use of their research data and partnering on content.