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www.rebelbrown.com Gravity is alive and well in marketing today. Why? Everything in our markets changed. The biggest Shift? Our buyers are now in Control of information and the buying process. We are no longer the keepers of the information, or the trusted advisors. Here are 3 key Shifts to Velocity in Marketing for your B2B business.
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Three Shifts to
High Velocity Marketing
Change
Gravity
Applying yesterdays news to tomorrow’s markets
We ALL have Gravity
Market Leaders Defy It
Gravity in Action
3% of marketers think they WOW prospects with the information they need
63% of CEOs say their marketing is ineffective
Everything Changed
30 % view their communications as disjointed or hit and miss*
* Forrester Research
< 20% of CMOs have confidence in their ROI**
** CMO.com
Buyers
Offline Online
Experts
Research
Vendor and Independent Sites
Vendors
Trusted Advisors
Whose Got the Power?
Problem ID
Criteria Search Eval Test /SelectBUY
Yesterday
We Controlled the Information
Today
We get a Mtg!
VendorWebsites
Peers ResearchCommunities
Buying Cycle
Key Velocity Shifts
Tech Wow Factor
GRAVITY
RELEVANT Business Value & Evidence
High Velocity
The Relevance Gap
Courtesy Scuttleblog
The Most Important Marketing Question
SO WHAT?
Simple ShiftHigh Velocity Results
Customer Value
Our technology, company and
legends
Key Velocity Shifts
Tech Wow Factor
Programmed Campaigns & Outreach
GRAVITY
RELEVANT Business Value & Evidence
Dynamic stories & conversations
High Velocity
Yesterday’s News
Conversations
EmpoweredTeams
DynamicContent
InteractiveCommunities
Our Opportunity
ExpertiseEducation
Stories
Conversation is the New Campaign
Key Velocity Shifts
Tech Wow Factor
Static Campaigns
Popularity Equals Profitability
GRAVITY
RELEVANT Value & Evidence
Dynamic Stories & Conversations
Mindshare as Experts Brings Profitability
High Velocity
Popularity Isn’t Profitability
OpensClicksWebsite VisitsFollowersFriendsCirclesLikesLeads
ROI?MindshareMomentumSalesRevenueProfits
We All Have Legends
• Customers buy the product with the best features • Buyers want us to share our features, feeds n speeds • The competition has it so we have to have it too• We control our brands • Fear sells • Lead generation is a series of campaigns then a (tele) sales call • Sharing our messages in more places will take us above the
digital noise• Sharing our messages more often will take us above the digital
noise• The leading provider of…. (Blah Blah Blah) • We know what our buyers want and need • Our top customers represent our overall markets • We failed in that market so we can’t be successful there• Popularity powers profitability • We can use social media like a traditional marketing channel
How to Defy Gravity
The Goal? Prove Ourselves Wrong!
• Question every legend • Play Stump the Chump• Shuffle the Deck• Validate with Keepers of the Truth• Listen to not-so-supportive players
Foster Change: the Anti-Gravity!
Rebel Brown, CEOPeople Who Know
Twitter: @RebelBrownLinkedIn: Rebel BrownYouTube: RebelationsTVFacebook: The Rebel Nation
