Modern B2B Marketing Solutions

Jacob S. Paulsen @jacobspaulsen

Digital Sales Manager MT Region

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Three Principles of Online B2B Marketing

1: It is Unlikely that Your Customer is Looking For You. If they are they

are searching on Google… will they find you?

2: You are one of 100 people who is trying to get an appointment with

them today to pitch them something.

3: In order for them to begin to listen to you they must fundamentally

believe these three things:

1. You know more about something than they do

2. You sincerely care about them and their business

3. They need you more than you need them

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Ten Tips for Online B2B Marketing

You don’t have to write these down… we’re going to talk more about each one.

1. Your Online Presence needs to be reflective of your best personal professional self.

2. You need to be human

3. You need to be found in the search engine

4. You need to have a website ready to capture leads

5. You need to offer up awesome valuable stuff for free

6. You need to target the few, ignore the masses

7. You need to do your homework

8. You need to leverage LinkedIn

9. You need to have a platform

10. You should read these three books

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Your Online Presence needs to be reflective of your best

personal professional self

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You Need to Be Human

• Humans are not scripted and Humans aren’t perfect

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You are one of 100 people who is trying to get an appointment

with them today to pitch them something.

• Story about door to door sales…

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If They Look on Google Will They Find You?

• How competitive are search terms in your category?

• Are there long tail searches you could compete for?

• How much is a lead worth?

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If You Do Get Them to Your Site Do You Get the Lead?

• More important than any other single thing on your website is

your ability to generate a lead from a prospect when they

land on any page of your site… and especially so when they

click on a paid advertisement you have placed on the internet

somewhere.

Oh… and based on Jacob’s research… your competitors suck

at this too

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How Do You Create True Value – The Sign of Good Faith

Ask yourself what they need that you can quickly provide in a way

that shows your desire to help while also illustrates your credibility

or ability in your field.

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Don’t Forget You Don’t Have to Create the Content

• The top blog posts of 2014 online were “listicles”

• If you are the curator of valuable content that still makes you

valuable

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Target the Few – Ignore the Masses

• If you try to talk to everyone you aren’t really talking to

anyone.

• Platforms like LinkedIn and others will ban you if they notice

you are sending tons of messages to new connections.

• If you are truly going to create value for your target prospects

you won’t have time to do that for more than a handful of

people anyway.

• Develop a short lead list and work it well… replace names

when necessary.

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You Need to Do Your Homework

• Hello… Its called Social Media – Use it

• I want to be friends with Doug Bertram – Lead Digital

Marketing for Frontier Airlines / Previously Vail Resorts

• He loves the outdoors and especially skiing, backpacking,

and hiking. Dude knows his digital stuff. Talks the talk and

seems to specialize in eCommerce, On-site conversion,

SEO, and Paid Search. He is a young dad and is with his

daughter in every picture he posts. He has no love for social

media. He does dig decent art and design per his Pinterest

profile.

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LinkedIn Rocks… make it work for you

• Make sure your profile is robust.

• Your Summary needs to be viral… not lame

• Join Groups… they speak volumes and allow you to

connect with others

• Get one thousand recommendations

• Get on Gabazillion endorsements

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LinkedIn Rocks… make it work for you

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You Need A Platform

• A Platform is somewhere that you have authority outside of

your own business…

• Chamber group or committee

• Form a mastermind

• Get on the board for something

• Find a Non-Profit that needs you

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You Should Read These 3 Books

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Logos on this slide

do not need to be

localized.

Jacob S. Paulsen

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Cell: 720-445-0070

Twitter: @jacobspaulsen

www.entravision.com