How to enable complex B2B sales with PR and content marketing

1. Matt Wilkinson PhD MBA
Account Director
Pinnacle Marketing Communications
Enabling complex B2B sales with
public relations and
content marketing

2. B2B sales are complex, time-consuming and frustrating.

3. Some sales cycles can
take years

4. …and involve lots of meetings

5. It can feel like you are just burning money
and throwing it away!

6. the door to success isn’t always signposted

7. What you need is great marketing support

8. from an agency like Pinnacle

9. that can raise awareness and drive profitable action

10. the internet has changed everything

11. how we consume information

12. how we shop

13. how we search

14. 100 Billion searches a month
the amount we search

15. Measure what matters, Google
The internet has made the Customer Journey more complex

16. To be successful you have
to be present in the
moments that matter

17. Measure what matters, Google

18. The personal value a B2B solution offers has
2x the impact of the business value it provides.
B2B customers are much more emotionally
attached to the brands they purchase from than
B2C customers are.
Promotion to Emotion: Connecting B2B Customers to Brands., Google and CEB

19. so they are more diligent before they buy

20. To get clicks you need to reach the top
60%

21. But you also need brand recognition
86% of people only select results from
companies they recognise

23. but marketing has a dirty little secret

24. “Customers don’t
care about you, your
products or your
services. They care
about themselves
and what you can
do for them.”

25. Messaging overload
Customers
are exposed
to over 5,000
marketing
messages
every day.

27. What is content marketing?
“Content marketing is a marketing
technique of creating and distributing
valuable, relevant and consistent
content to attract and acquire a clearly
defined audience – with the objective
of driving profitable customer action.”

28. Or to put it another way
Traditional marketing and advertising is
telling the world you are a rock star

29. PR is getting other people to spread the
word you are a rock star…

30. Content marketing is showing them
you are a rock star

31. Content marketing is NOT new!

32. 4000BC – Effective hunting – a two point guide to hunting deer with spears

33. 1895 - John Deere
launches
“The Furrow”
magazine

34. 1900 - The Michelin Guide - helps drivers
maintain their cars and find decent food and
lodging

35. Felix Baumgartner
- Fall from Space
>37million YouTube views

36. Don’t bet your marketing on
being the 1 in 1,000,000

37. Fish where the fish are

38. with content they want to consume

39. and you need to promote your content

40. A lot of companies invest in content marketing on the
assumption that this is how it works!
Me Make
Content
Human Click They buy = We
make money

41. This is how content marketing really works:
We Make
Content.
Humans click.
If they like it, they
remember.
Maybe they think
of me when
prompted.
We can build
trust and
relationship with
Clicker.
When they need
our product, they
come back.

42. Why leave it to chance?

43. You need to capture and nurture leads
Input
Details
Lead
Newsletter
Website
Landing
Page
Prospect
3rd party media / PR

44. Curiosity Education Persuasion
Cynical Trusting
Sale
turn cynicism into trust

45. 62%
Cost per lead
Content marketing can reduce your cost per lead

46. The ROI?
ROI can
be >250x

47. Got questions? then give us a call on:
+44 (0) 208 869 9339
or visit:
www.pinnacle-marketing.com