A high impact gathering of B2B small businesses in Seattle. This is no schmooze-and-snooze conference. Two hours that will supercharge your business.
http://growthhacking.pipelinedeals.com/
13. •
Effective Growth
Hacker:
•
- Process of idea
prioritization
•
- Test the ideas
•
- Analytical enough to
know winners vs. losers
•
- Repeat process
quickly.
28. YOU NEVER GET A SECOND
CHANCE
TO MAKE A FIRST
IMPRESSION.
Michael Elliott
206.254.0248
www.rocketdog.org
29. DON’T BE A
STRANGER
Make sure you understand what your audience needs and wants
Michael Elliott
206.254.0248
www.rocketdog.org
30. KEY ELEMENTS
Who are you?
What do your customers want/need?
What do you or your product do?
How easy is it for them to use your Website?
Michael Elliott
206.254.0248
www.rocketdog.org
31. TASTY SAMPLES
The Good, Bad, and Ugly of Homepage Design
Michael Elliott
206.254.0248
www.rocketdog.org
32. EFFECTIVE PAGE
DESIGN customer and make it EASY for
Understand your
them.
Easy navigation, users are impatient
Content is King. Make sure it is SEO ready
Strive for simplicity
White space is your friend
And last but not least, what is YOUR goal for the
customer
Michael Elliott
206.254.0248
www.rocketdog.org
57. Marketing voices
• 93% of B2B buying decisions start with online research. -Marketo
• An average of 9 informational assets are downloaded during the purchase process.
-IDG
• Almost 95% of recent B2B purchasers said the solution provider they chose
“provided them with ample content to help navigate through each stage of the
buying process.” - DemandGen
• Industry research indicates that buyers are 2/3 of the way through their purchase
process before they even engage with a salesperson. -Forrester Research, Inc.
• 55% of buyers think salespeople are only somewhat prepared or not prepared for
initial meetings. -IDC
• Buying teams, especially those in midsize and large companies, continue to
increase in size. -IDC
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57
58. What is a Buyer persona
A composite picture of the real people who buy, or might buy,
products like yours, with detail about
•Their problems
•Their points of view
•Their behaviors
•When and how they make decisions.
By personalizing the buying journey, buyer personas take into account the fact that
your product is purchased by individuals, not by demographic groups or target
markets.
visit us: www.yesler.com | follow us:
#YB2Bcontentmarketingwebinar
58
59. How to create Buyer
personas
visit us: www.yesler.com | follow us:
#YB2Bcontentmarketingwebinar
59
60. Sources of information
• Interview prospective buyers and customers
• Reach out to sales teams
• Talk to customer support
• Review win-loss reports
• Monitor select social media channels
• Drill into campaign data
visit us: www.yesler.com | follow us:
#YB2Bcontentmarketingwebinar
60
61. What you need to know
• What motivates this buyer?
• What does success looks like
• Common disqualifiers
• Communication channels
• Roles in the buying journey
• Content prescriptions
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#YB2Bcontentmarketingwebinar
61
66. A: Built to “beat the
system” or “exploit a
weakness” rather than
work within it
Why I Hate
Growth
“Hacks”
B: Usually don’t last, and
lose their effectiveness
once they’ve been abused
C: Create a psychological
bias against investing in
long-term marketing
strategies
67. That’s Why I’m
Going to Talk
About:
Sustainable, scalable web
marketing tactics you can
use over the long term.
69. This is
amazing!
This sucks.
Doing SEO on another
site can yield greater
credibility. Plus, it’s often
easier because they have
higher domain authority
and you’re less selfpromotional.
http://moz.com/blog/why-you-might-want-to-do-seo-on-someone-elses-site-whiteboard-friday
78. We asked these
We asked these
people what
people what
objections they had to
objections they had to
trying the product,
trying the product,
then made a landing
then made a landing
page to address
page to address
them.
them.
http://www.conversion-rate-experts.com/seomoz-case-study/
Research & Strategy – Here you seek understanding of your buyers and their journey and from that understanding craft your core messaging, content, communication, and measurement strategies.
Content Marketing – The first of the “execution pillars”, is the work of creating, curating and promoting content for lead generation and nurture.
Marketing Automation – This covers the work of capturing leads, nurturing them and tracking and progressing their journey to sales readiness.
Sales Enablement – Is the job of marketing to provide sales with the intelligence, information and tools needed to maximize deal velocity, value and close rate.
Customer Engagement – Is the design and management of programs aimed at developing passionate, outspoken advocates through engagement with and among your existing customers.
Marketing Analytics – The foundation of the framework, its purpose is to bring transparency, accountability, and most importantly continuous, iterative improvement.
If nearly all business purchases have their genesis in online research, how are you positioning your company to gain early visibility, utility and credibility? Keep in mind that what people and search engines alike are chiefly looking for is helpful content, not companies, their products or their services.
Purchasers are seeking information on their terms and from many sources. It is prudent to assume that your buyers are perusing analyst research, trade publications, social forums and groups, competitor’s websites, and the blogs of influential industry pundits. It is imperative that original content downloaded from your website be among these sources and ideally that your content be the most REAL.
It is the providers who supply “ample helpful content” that are winning the lion’s share of the business.
If your go-to-market is heavily reliant on outbound selling, you’ll be late to the game if you’re invited at all.
With sales being invited much later in the process, it’s imperative that they bring real commercial value to the client, and that is harder than ever to accomplish today’s buyers are steeped in knowledge by the time of the first sales interaction. It will take the help of marketing to aggregate, distill, and keep current the most relevant, enlightening, and actionable insights needed by sales to teach, tailor and take control of these sales-ready opportunities.
In this fear-laden environment, buyers are seeking safety in numbers. Your go-to-market approach must acknowledge this and be designed to bring multiple people conducting independent research to the same conclusions about their problem and its solution.
Not job title, demographics, or industry-centric descriptions like ‘Director of Marketing’ or ‘IT Manager’
Problems
Customers – get to know
Motivation – understand the problem you are solving to know their motivations
Success – not business success, success in the buying decision