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When did we lose our emotions in B2B marketing?

 

I love the new Evian commercial. It blatantly plays on our emotions.

Here is what I love about it –

  • I LOVE that song. It totally reminds me of my college days. However, it is a remix making it fresh again.
  • I LOVE the dancers. They look organic and creative and are not at all synchronized. It’s new.
  • Of course, babies taking on human traits is just plain cute and tried and true. Who would not have an emotional response?
  • And, of course, the ending is completely hilarious….

We need to do more of this type of emotional work in B2B. We are selling to the same people and we have an added advantage. We can work in much more longer form content and physical events. In some ways, we have a broader canvas in which to work. Let’s stop only talking about what we sell in a “conversational” and “authentic” way and get emotional.

(By the way, check out the behind the scenes “making of” video)

Is Social Media Becoming an Automated Function?

Jay Baer is on a tear calling out marketers for their incessant whining about Facebook’s decline in organic reach, otherwise known as “Reachpocolypse”.

Of course, we know that all social media platforms are moving this way, as they seek to make money for their public investors. Pretty soon, you’ll have to pay for any reach in social media, unless you are really putting out killer content all the time. Because of this, social media is fast losing its cred as the cool, innovative way to do marketing that involves “creating a conversation” and “building relationships”. It has now become just another media platform that you look at in your media spend mix similar to traditional media or a digital content site.

This suits the social media platforms just fine. They want your media spend where your big budgets are and not your little “social media” budget. They don’t want you to think of them as anything “special”. As soon as you do, they no longer get your media budget. They want to show you how they are a more optimal way to spend media than anything else. Marketer mentality is changing in that direction with the advent of programmatic buying based on cold, hard data against which social media is increasingly delivering. As marketers become increasingly sophisticated with predictive analytics, customer journey modeling, and automatic trigger based marketing, social media will become increasingly automatic for marketers.

Content Marketing Drives Unbelievable Pipeline & Scales Marketing Costs

I recently published a longer form article on Medium on the changing nature of B2B customer buying, the power of content marketing on bottom line results, and how this scales marketing costs.

See my interview with eMarketer on B2B Marketing in 2014

I recently sat down with eMarketer to discuss the future of B2B marketing and the changes to expect in 2014.

New Content Driven Marketing Funnel

In my previous blog post, I discussed the new customer buying process and its impact on marketing. This new process gives rise to a different, content driven marketing funnel as shown below.

Slide11

Customers discover brand content when they begin researching solutions to their pain points. From here, they eventually land on the brand’s owned content platforms where brands use technology and constant streams of frequently updated content to keep customers coming back. Customers then engage with the brand’s experts around the content and execute an online sale or lead when they are ready. This process massively scales marketing costs.

 

Using Data to Drive Digital Marketing Strategy

My interview from Dell World 2013

Social Media and ROI

Panel from Dell World 2013

What’s Hot in B2B Marketing in 2014 Webinar

See me and a few of my fellow B2B marketers discuss trends for 2014.

Massively Scaling Your Costs Through Inbound Marketing

In my previous blog post, I discussed the importance of customers discovering your digital content ecosystem and staying in it. In this blog post, I discuss how this ecosystem should work and its impact on ROI.

In your content ecosystem, customers should be seeing constant streams of content. They should be able to engage with your experts when needed. And, they should always have the opportunity to convert whether that means an online sale or lead. The content should be mostly focused on solving pain points verses what you sell.

Inbound marketing content model

When you have this content engine running, you massively scale costs. In the olden days, you created content a few times a quarter and oriented your spend around defined “campaigns”. You spend money, get customers, get a spike in activity, and then they go away and you have to do it all again for your next campaign. You spend dollars each time to reacquire customers.

The Olden Days of Marketing

With your digital content engine in place, you see totally different economics. Customers keep coming back to see new content without you having to spend money to acquire them each time. As well, they share the content and new people come into the ecosystem without incremental marketing spend.

Inbound Marketing Economics

When you do have a “campaign”-like activity, you can go back to an existing set of people who know and love you because you have helped them with great content. They give you permission to sell to them.