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My presentation from the B2B Marketing Annual Conference, 11 Nov 2010.Synopsis: Traditional broadcast, interruption-based marketing ain't working and along with it the concept of marketing campaigns. Through away that campaign planning spreadsheet with those nicely ordered marcomms activities. The B2B buying journey has changed entirely! You can't run a 'go to market' when its convenient for you. You need to be always on and always consistent. Focus on generating good content that harnesses your expertise, addresses your audience's challenges and has a life of its own beyond a few mailshots or events. It's not about you any more, it's about them.
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Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
Campaigns are dead - long live content.
John Watton, CMO, ShipServ11 November, 2010
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
I will cover…
• A bit about me• A bit about ShipServ• Campaigns• What we’ve done• 6 recommendations
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
A bit about ShipServ
• E-marketplace. $3.3bn in spending power• Connect buyers & sellers of commercial ship
supplies• Flexible monetisation model
– Some Freemium elements– Buyer Subscriptions– Seller listings and advertisements
• Go-to-market approach– Regional Field sales (10+)– Philippines-based telesales team (60+)
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
The tradition…
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
Based on
• Big ideas• Orchestrating execution within a certain
timescale• Fiscal years • Broadcast• Creative led• Switch on / switch off• Execution when its convenient for
marketing (i.e. us)
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
What’s changed
• Continual conversation vs. broadcast• Its more expensive to delete than create• Consumers now take part in lots of small acts
(like sharing, liking and rating content) • Success is about leveraging an eco-system that
engenders many little big ideas, that cumulatively create something truly unique and special
• The customer owns the timing
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
What’s needed
• Always-on mindset• A “living” content platform• A nurturing approach to generating leads• Campaigns = themes• Consistency• Content-led
Your showcase
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
Data Platform
Content &Distribution
Social Sharing
The tools of the trade
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
Creating the right content
• Has to pass a higher bar than ever before• What passes that test?
– Information that a buyer believes will• Save a fortune• Make a fortune• Keep him in his job• Keep him out of jail
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
Getting more “2.0”
FROM• Impersonal• Shout• Sell• Persuade• Instruct• Product Vendor• Promote
TO• Personality• Listen• Nurture• Participate• Inspire• Trusted service• Entertain
From “We USE ShipServ” to “We’re MEMBERS OF ShipServ”
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
Our content marketing plan v1.0
• Content and micro-content around calendared themes• Promote and distribute the content through low cost online
media – especially social media like LinkedIn and feeding the Twitter account with blog posts, social releases, etc.
• SEO keyword planning and site and landing page optimization
• Creating a LinkedIn Group as a community hub and encouraging membership
• Exploitation of five other maritime groups on LinkedIn (who together have over 11,000 members)
• Viral videos to lighten the conversation• Marketo lead nurturing and lead scoring to track visitor
behaviour and create sales-ready leads
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
Our content marketing plan v2.0
• Started with big themes• PLUS quickly incorporated
– Short company news & updates– Pimping our own content– “Bigging up” customers, partners, etc – “Come and meet us”– “Hey we’re people just like you”
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
Publish once. Distribute many.
web
RSS
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
“Splash and drip” – using content to nurture leads
Month 1 Month 2
Tip #1 ……Tip #2………#3……...#4…...…#5…...…#6…..…#7….…#8..…..Tip #9
Month 12
12 month campaign
Promotion & download
Blog
Newsletter
eBook
Lead nurturingLead scoringSales intelligence
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
Sfdc Win report
Always on
Thought Leadership
Piece
1972901182
Solutions Overview
Video
Downloads Piece
Product Overview
Visits web page
Pass to Sales
RequestsCallback
1726
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
Meet Rex
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
Sfdc Win report
Adapt & extend
Thought Leadership
piece
Solutions Overview
Video
Downloads Piece
Product Overview
Visits web page
Pass to Sales
RequestsCallBack
941
Pla
ys V
ideo
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
The benefits
• Speed – to respond to timely stuff• Informality – lets us be more human• Engagement – elicits comment & feedback• Connectedness – ease of linking to (and co-
opting) anything on the web• Social Media fodder – something to tweet or link
to from LinkedIn, etc• SEO mojo
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
6,406 people have read our blog in 12 months
# re
ader
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Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
6 recommendations
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
1. Think long term
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
2. Go micro
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
3. Leave your (digital) fingerprints everywhere
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
4. Get into a routine
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
5. Re-pimp your content
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
6. Be consistent
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
Copyright © 2010 All Rights Reserved ShipServ Ltd – www.shipserv.com
Thank You
[email protected] / @jwatton