Market Your Cloud Offering by Oktopost

The basics of the new era b2b marketing

Transcript

1. for B2B Social Marketing Professionals Market Your Cloud – July 2013
2. Who Am I? Daniel Kushner CEO, Oktopost 12 years experience with online and social media marketing. Previously VP WW Marketing at Nolio, grew sales from $0 to $12M in 3 years until company exit. B.Sc. From Interdisciplinary Center Herzliya.
3. The Professional Guide for the Professional B2B Marketer Tips #5, #7, #14 Today’s Agenda…
4. In the 80s… • 100% of pipeline was known and controlled • Today: “web and community resources to complete nearly 70% of their buying journey before they ever engage with a sales resource.” (Source: Catching Up To Tech Customer Communities, Forrester Research Inc., October 31, 2011)
5. 70% Research Sales Pipeline Welcome to your new pipeline…
7. 70% Research Sales Pipeline
8. Tip #5 Cheap Content • Whitepapers: Produced by engineers, edited by marketing • Webinars: Google Hangouts
9. Google Hangout (Unwebinar)
10. Google Hangout (Unwebinar) • Topic • Panelist • Date and Time • Landing Page • Registration • Email Reminders • Dry Run • Go Live!
11. Tip #7 Content Distribution For B2B the major networks (in order) 1. LinkedIn and LinkedIn Groups 2. Twitter 3. Google+ Pages 4. Facebook
12. Content Distribution (Gated Content) • Social Media • Drip Emails • Google Adwords • Website Assets
13. Content Distribution (Gated Content) • Social Media • Drip Emails • Google Adwords • Website Assets
14. LinkedIn Groups (a.k.a. B2B Goldmine) Over 1,700,000 members listening to YOU!
15. Content Distribution (Gated Content) • Social Media • Drip Emails • Google Adwords • Website Assets
16. Use Marketing Automation
17. Content Distribution (Gated Content) • Social Media • Drip Emails • Google Adwords • Website Assets
18. Am I Optimal?
19. Am I Optimal? Message Timing Audience Landing Page Clicks Leads Sales
20. Tip #14 Analyst Relations
21. What don’t analysts care about?
22. Analyst Content • Customer Wins • Case Studies • Coverage • Shows / Drinks • Technology Releases • Roadmap
23. The Professional Guide for the Professional B2B Marketer • Tip #5 – Create (cheap) content by using internal and external resources • Tip #7 – Distribute content to gain high exposure and low cost – Social Media – Email drip campaigns • Tip #14 – Learn your analysts – The more the merrier
24. Contact Daniel Kushner M: +972 54 300.3461 S: danielkushner E: daniel@oktopost.com