Changing the voice of B2B

a consumer approach to b2b marketing

Created by Allison Fasching

Traditional Marketing

Decision Maker

Our current Marketing approach is expensive & primarily targets the decision maker

What we do today

**Comparison of traditional vs. digital collateral can be found in the appendix

Digital Marketing

Decision Maker

This Marketing approach focuses on building a team of experts & primarily targets the influencers in support of the decision maker

The future of marketing

**Power of influencers can be found in the appendix

Marketing Success requires team work

Content, content, content

• We need a content strategy to be successful**
• Currently we are severely lacking digital content
• We need to take more advantage of the content created by our corporate teams and reuse it to our own end, saving time and money
• New content should be created daily
• **Example of a content strategy can be found in the Appendix

Conversations

videos

Press Releases

Documentation

Ratings

Reviews

Print Ads

White Papers

Images

Manuals

Blogs

Tweets

Posts

Info-graphics

Banners/Online ads

Email Campaigns

Newsletters

Search Engine Marketing

Communities

Virtual Events

Hangouts

Influencers

Where is your audience?

• Digital Communications are not just about marketing.
• The information people find or do not find will directly impact purchasing decisions
• Your audience is looking for answers, researching solutions, comparing your product to your competitors
• People are talking about your solutions whether you are or not
• These people are influencing decision makers
• Be the conversation leader
• Listen to your customers

Are Your competitors leading the conversation with your prospects?

Traditional vs. Digital Collateral

• White Papers
• Print Ads
• Case Studies
• Leave behinds
• Pens, notepads, chachkies
• Press Releases
• Marketing Websites
• Trade Shows
• TV Commercials

• Infographics
• Banners/Online ads
• Videos
• Email Campaigns/Newsletters
• Conversations
• Twitter, LinkedIn
• Blogs/Search Engine Marketing
• Communities
• Virtual Events, Hangouts

​

• Targets primary decision maker
• Primarily Print
• Expensive
• Time consuming
• Agency Driven
• Agency Supported
• Heavy dependency on circulation

• Targets influencers
• Primarily online
• Inexpensive
• Quick to market
• Internally Driven
• Hire within to support
• Heavy dependency on conversation

SAMPLES

SAMPLES

A Content Strategy is the key to success