Digital Marketer vs Traditional

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    JOHN BONINI

    Marketing Director@bonini84

    CARLY S TEC

    Content Marketing Manager@carly_stec

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    Intro 4A New Perspective 7

    A View From the Top 13

    How to Coexist as the Marketing Manager 18

    How to Coexist as the CEO 25

    TABLE

    of

    CONTENTS

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    Im going to let you in on a little secret.

    I hate talking on the phone.

    Dont get me wrong, I love to communicate. I love conversing with

    others. The same applies to writing and expressing emotion. I just

    dont like doing it with a piece of plastic attached to my ear. At least

    not for very long.

    My dad, on the other hand, who owns a small business in the town I

    grew up in, talks on the phone all day long. He prices jobs, schmoozes

    with customers, haggles with vendors, all with a million dollar smile

    on his face.

    Me? I send emails, reply to tweets, and publish blog posts as a means

    for establishing a community.

    INTRO

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    Both of us are successful. But my dad is fascinated. He has an innate

    curiosity for new things thats enabled him to keep up and stay

    successful for just about as long as he wants.

    Instead of denouncing the methods of a younger generation, he

    attempts to understand them in order to learn and adapt. I do the

    same. Truth be told, theres a lot we can learn from each other in

    matters of business.

    Unfortunately, not every business relationship can mirror that of a

    father and son. Most businesses right now are letting generational

    gaps hinder their ability to progress in some form. Yes, even yours.

    I hear these kinds of stories every day from prospects. And for the

    rst time, were going to share them with you.

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    No guessing. No propaganda. No stats. Just a real story.

    And while the following story may have some ctional names, the

    scenarios are quite real, as theyre based o of real conversations

    weve had with prospects just like you.

    If it hits too close to home, worry not. Weve included ways for

    learning to overcome these dierences for the better of the business

    later on in the ebook. Enjoy.

    - John Bonini

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    A NE W PERSPECTIVE

    Kelly is an assertive 26-year-old marketer who, up until this point, has held a

    junior level marketing position at an agency.

    But those days are over. Kellys hard work has nally paid o as she recentlylanded a job as a marketing manager for a B2B software company.

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    Having held the position for a few months now, Kelly has found that her

    enthusiasm is beginning to fade.

    She thought shed have the freedom to rework their current marketing

    strategy, but instead shes done nothing but carry out her eorts under the

    watchful eye of her boss, Cli. Sure, she has respect for her superiors, but

    Clis antiquated approach to marketing is enough to make her lose faith in

    the overall direction of the company.

    Not to mention, the current marketing situation isnt driving the awareness

    or business that they need. Its why Kelly was brought on in the rst place.

    Cli has made it clear that he wants to see a six month turnaround, so for

    Kelly, the pressure is on.

    The problem is, every time she develops a plan to progress the approach, Cli

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    meets her with a resistance.

    Having grown several B2B companies with traditional marketing methods in

    the past, he insists on sticking with whats worked.

    However, with the website currently receiving somewhere between 500 to

    1,000 visitors a month, Kelly worries that when Clis PPC and direct mail

    eorts expire (which they will), they wont have any initiatives in place to

    continue driving trac.

    We need to start blogging more so we can get found and drive more residual

    trac, Kelly tells Cli.

    But Cli doesnt think blogging works. Kelly has managed to convince him

    and a few of the other C-level executives to create some content recently,

    but due to its extremely lengthy, dense, jargony nature, it received minimal

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    engagement.

    It was way too high level. It didnt resonate with their audience.

    Rather than the invest time and energy into coming up with a content

    strategy centered around their ideal customer and their needs, Cli continues

    to pour their budget into PPC, print, advertising, and direct mail.

    Kelly simply cant wrap her head around why anyone would want to prioritize

    what she refers to as junk mail, when they could be creating blog content

    and premium oers that are sure to build traction long beyond their publish

    date.

    Feeling like shes lost the blogging battle, Kelly is rattled by Clis next

    request to blast out their new email campaign to their entire contact list.

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    Doesnt he know that by segmenting our contact list we can improve the odds that our

    message will actually resonate with the audience and inspire action? Apparently not.

    Having been tracking the numbers everyday, Kelly is more than aware that

    their eorts arent sustainable. Even the process of measuring metrics feels

    like an uphill battle. With no integrated software in place, Kelly has to jump

    from platform to platform trying to uncover anything that would be of value

    to her or her boss.

    If Cli doesnt see a turnaround, Kelly is afraid she might lose the position

    shes worked so hard to land.

    So as a nal push, she decides to go to Cli with a plan for building up a social

    media marketing strategy for the business to yield some brand recognition,

    boost trac, and get involved in the community.

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    Seriously Kelly, you think I have time to do the Twitters?

    Aware that doing the Twitters isnt even a real thing, Kelly quickly realizes

    this is another battle she isnt going to win.

    By now shes feeling just about ready to pack her desk into a cardboard box.

    How could anyone not seethe value in inbound marketing?

    What was she doing wrong?

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    A VIEW FROM THE TOP

    Meet Cli. A 55-year-old CEO of a B2B software company who is charged with

    ensuring the growth and nancial stability of the company by generating revenue

    and increasing market share.

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    Cli found himself in his current position almost eight years ago, after

    proving his ability to successfully grow several other small B2B service

    companies with methods like PPC and print advertising.

    Having traditional marketing methods to thank for his success in the

    past, Cli isnt very open to experimenting with some of the more modern

    platforms and practices for driving business.

    When he noticed the business depreciation in website trac and customer

    acquisition, he assumed it was due to their new hire Kellys lack of experience.

    Recognizing that she certainly has a lot of potential, Cli allotted her a six

    month grace period and taxed her with the task of changing the direction of

    their current eorts.

    Wanting to ensure they were avoiding any bad investments, Cli strongly

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    encouraged Kelly to adhere to the approach he had been using to advance

    businesses for years. This wasnt the time for risky new approaches.

    While Kelly urged him to create blog content, Cli felt like their time and

    resources would be better spent on the creation and distribution of direct

    mail.

    His argument being that delivering their message straight to the mailbox of

    potential customers was much more eective than publishing an electronic

    article that might not even reach them.

    When it came time to roll out their new email marketing campaign, Cli

    wanted to be sure that they received a ton of exposure. By blasting it out to

    their entire contact list, they were ultimately putting their name in front of as

    many eyeballs as possible. After all, they had worked hard to earn the contact

    database they currently have, what would be the sense in not utilizing them?

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    While he applauded Kellys attempt to pitch the value of social media

    marketing to him, her approach was far from convincing. As far as he is

    concerned, Twitter simply isnt a good t for their business because its not

    particularly popular with their intended audience.

    Sure, social media is popular with his teenage daughter and her friends, but in

    terms of B2B business, he doesnt see the value.

    Even though Kelly insists they needed some type of all-in-one marketing

    software, Cli isnt willing to tie up more budget in assets that arent

    necessary. These types of software are expensive, and free alternatives like

    Google Analytics and MailChimp have provided their team with everything

    theyve needed thus far.

    Concerned that Kelly just isnt getting it, Cli stands rm in his decisions.

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    The type of initiatives she is trying to implement dont have the ability to

    produce the type of results the business needs to bounce back.

    Wasting time with blogging and social media will ultimately distract

    them from their overall goals, or worse, put them at risk of losing valued

    customers.

    Clients want tried and trusted service, they dont want to be treated like

    guinea pigs while Kelly experiments with new practices.

    When will this girl learn?

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    HOW TO COEXIST AS THE

    MARKETING

    MANAGER

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    As a marketing manager with more progressive views, its important to slow it down

    and understand how a boss like Cli understands and perceives value.

    When you think of results, youre thinking in terms of the resources, platforms, and

    actions needed in order to hit numbers. Your boss on the other hand, is thinking

    about one thing: numbers.

    Whats the return on my investment? Will this increase o...

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