launching to leading

@RingLeadwww.ringlead.com

From Launching to LeadingAdd CONTEXT to your CONTENT

A Proven Model for Breakthrough B2B Marketing


ABOUT KEN Ken helps B2B growth company executives in sales, marketing, and the C-Suite to breakthrough, achieve, and grow market leadership in new and existing markets.

Ken has spent 20+ years in B2B marketing roles, launching the Intel Inside broadcast co-op program in 1991 and the Internet’s first affiliate marketing program, Netscape Now, at Netscape from 1995-99

Ken’s Marketing Magic in, Launching to Leading, revolutionized our marketing approach. Dive in now!

Disclaimer: materials and ideas exhibited in this presentation were taken from the book Launching to Leading, with permission from the author.


90% OF B2B BUSINESSES USE CONTENT MARKETING

bitly.com/cm-research


HOW WILL YOU STAND OUT?

BLOGS

EBOOKS

WEBINARS

PODCASTS

WHITEPAPERSINTERVIEWS

THOUGHT LEADERSHIP

EVENTS

VIDEOS TWITTER

FACEBOOK LINKEDIN

SLIDESHARES

EMAILS

PAID ADS


3 CHALLENGES TO GETTING NOTICED

CHALLENGE #1 → INFORMATION OVERLOAD…

- NOT FINDING AN ANSWER, BUT FINDING THE RIGHT ANSWER

CHALLENGE #2 → INDEPENDENT BUYERS…

- CUSTOMERS ALREADY KNOW WHAT THEY WANT!

CHALLENGE #3 → CROWDED MARKETS…


“THERE IS ALWAYS A

BETTER WAY”

Thomas Edison


AIM SOLUTION FRAMEWORK

RE-IMAGINED & UNEXPECTED

SOLUTION

INNOVATION

MINDSET

APPROACH

Approach: from bottom up to top down

➔ Start with customer reality… NOT… features or function

Innovation: from benefit to Viewpoint & Value

➔ Align your value with the customer’s reality

Mindset: challenge and engage on the customer’s terms

➔ Challenge customer’s assumptions and comfort

➔ Move from diagnostic selling to authority-driven selling


CONTEXT!

THERE IS ONE KEY TO A USEFUL CONTENT ASSET...


“VALUE WITHOUT CONTEXT IS LIKE A TREE FALLING IN THE

FOREST WITH NO ONE AROUND TO HEAR IT”

- Ken Rutsky


“IF CONTENT IS DEAD, CONTEXT IS THE NEW THING.”

- Ken Rutsky

CREATE A VIEWPOINT…


A VIEWPOINT…

IS CONTENT FRAMED IN A POWERFUL, CUSTOMER-DRIVEN CONTEXT

➔ WELL-PLANNED, CONSISTENTLY ARTICULATED CONTEXT

➔ MARRIES YOUR VALUE WITH THE CUSTOMER REALITY

◆ WHAT IS THE CUSTOMER IN NEED OF?


BUILDING THE MODERN MARKETING RACECAR

3 Core Competencies


Content Marketin

g

Marketing Automati

on

Messaging & Positioning

THE MODERN MARKETING RACECAREFFICIENC

Y

EFFECTIVENESSRELEVANCE


ONEBUILD YOUR ENGINE


BUILD YOUR ENGINE: MARKETING TECHNOLOGY

SPEED & EFFICIENCY = DEPLOYING THE RIGHT TECHNOLOGY

BASIC PRINCIPLES:

➔ CHOOSE WELL-KNOWN, LEADING SOLUTIONS

➔ RESIST THE TEMPTATION TO CUSTOMIZE

➔ CAUTIOUSLY ADD NICHE TECHNOLOGIES


TWOPUT ON THE TIRES


PUT ON THE TIRES: CONTENT MARKETING

CONTENT MARKETING…

CREATING & DISTRIBUTING VALUABLE, RELEVANT, CONSISTENT CONTENT

➔ MARKETS ARE CONVERSATIONS… CONTENT IS HOW YOU

PARTICIPATE

➔ INTERNET = CONTENT IS EASIER TO CREATE & CONSUME


THREEFUELING THE ENGINE


FUELING THE ENGINE: MESSAGING & POSITIONING

#1 CHALLENGE IDENTIFIED BY CONTENT MARKETERS…

➔PRODUCING ENOUGH RELEVANT & ENGAGING

CONTENT

➔IT’S ALL ABOUT THE CUSTOMER!

➔ MULTI-CHANNEL MESSAGING → ENGAGE WITH CUSTOMERS


PATH TO MARKET LEADERSHIP


MARKET LEADERSHIP ACHIEVEMENT LADDER

Focus Leads to Revenue(# per 100 Leads generated)

Experience

Viewpoint

Value

Product

Concept

5

3

1

0.5

0


STAGE 1: HIDING --- IN THE LAB

➔ SMALL AMOUNT OF CUSTOMERS

➔ NOT QUITE YET “IN THE MARKET”

➔ PREPARING TO LAUNCH

➔ ARTICULATE PRODUCT BENEFITS TO

EARLY CUSTOMERS


STAGE 2: LAUNCHING --- AMONG THE MANY

➔PRODUCT LAUNCH IS MAIN FOCUS

➔AMPLIFY EARLY SUCCESSES WITH

CUSTOMERS

➔AVOID A CONTENT MARKETING

BATTLE!!!

➔CONVERTING LOW % OF LEADS →

REVENUE


STAGE 3: PARTICIPATING --- FOCUS ON UNIQUE VALUE

➔FEATURE FOCUS → UNIQUE CUSTOMER

VALUE

➔MESSAGING BASED AROUND VALUE

STATEMENTS

➔MOST ORGANIZATIONS FAIL FROM BEING

PRODUCT FOCUSED

➔VALUE FOCUS = 2-3X REVENUE


STAGE 4: BREAKING THROUGH ALIGN VIEWPOINT AND TILT THE MARKET

➔ CREATE A VIEWPOINT STORY

➔ SET TERRAIN FOR MARKET

CONVERSATION

➔ 3X LEAD → REVENUE

➔ GROW MARKET SEGMENT

➔ GROW REPUTATION AS TRUSTED

EXPERT


STAGE 5: LEADERSHIP --- SHOW ME, DON’T TELL ME

➔PUT EXPERIENCE FRONT & CENTER

➔MESSAGING EARLY IN THE SALES

CYCLE

➔UNIQUE VALUE COMMUNICATED W/

HIGH VELOCITY

➔10X LEAD → REVENUE


BREAKTHROUGH GO-TO-MARKET STRATEGY


WHY WE NEED BREAKTHROUGH MARKETING

BUYERS DON’T

CARE

DON’T NOTICE

IT USED TO

WORK

MESSAGE BREAKTHROU

GH & MARKET

LEADERSHIP

BUYERS WOULD

NOT HAVE

PATIENCE

The Usual Approach➔ Solution➔ Feature/function/

benefit➔ Demo

The New Approach➔ Viewpoint➔ Unique Value➔ Experience

THE NEW B2B MARKET➔ INFORMATION

ABUNDANCE ➔ CROWDED MARKETS ➔ INDEPENDENT BUYERS

TRADITIONAL B2B MARKET➔ INFORMATION

SCARCITY➔ SMALLER MARKETS ➔ DEPENDENT BUYERS


UNIQUE VALUE = TOTAL VALUE WE DELIVER

VALUE FROM ALTERNATIVES


MY BUSINESS BENEFITS

COMPETITIVE BUSINESS

BENEFITS

WHAT CUSTOMERS

VALUE

UNIQUEVALUE LOSE

DRAW

WHOCARES

UNIQUE VALUE

MY FEATURES COMPETITIVE FEATURES


SCALING OUT: THE FANTASTIC FOUR

1.EXPERTS & INFLUENCERS IN MY CHANNELS (EX: PRODUCT

REVIEW)

2.CUSTOMERS IN MY CHANNELS (EX: CASE STUDIES)

3.EXPERTS & INFLUENCERS IN OTHER CHANNELS

a. EX: MENTION BY KEYNOTE SPEAKER

4.CUSTOMERS IN OTHER CHANNELS

a. EX: REFERENCE IN PRIVATE DISCUSSION WITH CUSTOMER


TILT THE PLAYING FIELD



COMPETITIVE BUSINESS BENEFITS

WHAT CUSTOMERS

VALUE

UNIQUEVALUE LOSE

DRAW

WHOCARES

VIEWPOINT TILT LOSE

DRAWUNIQUEVALUE


COMPETITIVE BUSINESS BENEFITS

WHAT CUSTOMERS VALUE

WHO CARES


VIEWPOINT STORY WHEEL

BUSINESS GOAL


VIEWPOINT STORY MATRIX

BETTER MOUSETRAP

ALL PAIN, NO GAIN

BRAVE NEW WORLD

TRENDSPOTTING

CUSTOMER-CENTRIC

SOLUTION-CENTRIC

FuTUREFOCUS

PRESENTFOCUS

HOW TO ARTICULATE A VIEWPOINT?


VIEWPOINT STORY TEMPLATES


ALL PAIN, NO GAIN...

➔TRYING TO SOLVE TODAY’S

BIG PROBLEMS WITH

YESTERDAY’S SOLUTIONS

➔STUCK IN THE MUD

➔WORKS WHEN PAIN IS

LARGE ENOUGH TO INDUCE

ACTION

ALL PAIN, NO GAIN


A BETTER MOUSETRAP...

➔ RECOGNIZE THE PROBLEM,

SPENDING TO FIX IT

➔ “HEY WHAT YOU HAVE

SUCKS, AND I HAVE A

BETTER SOLUTION HERE”

➔ WORKS GREAT IN

REPLACEMENT MARKETS

BETTER MOUSETR

AP


TRENDSPOTTING...

➔NAME & FRAME

ENVIRONMENTAL SHIFT

➔CREATES GREAT

OPPORTUNITY FOR

CUSTOMER

TRENDSPOTTING


BRAVE NEW WORLD!!!

➔DESCRIBES PROMISED NEW

STATE

➔CUSTOMER CAN CHANGE

BUSINESS FROM YOUR

SOLUTION

➔ INTERSECTION OF

CUSTOMER’S WORLD &

UNIQUE SOLUTION

BRAVE NEW

WORLD


PUTTING IT ALL TOGETHER


VIEWPOINT STORY CHOOSER

BETTER M

OU

SETRAP

BRAVE NEW WORLD

TREND

SPOTTI

NG

ALL PAINNO GAIN LOW

GROWTH

HIGHGROWTH

REPLACEMENT MARKET

NEW MARKET


EXECUTE

WITH

VELOCITY:

Content Types


BUY THE BOOK TODAY!!!LEARN MORE FROM A MARKETING GURU…

OR VISIT:

➔ http://kenrutsky.com/

◆ http://kenrutsky.com/blog/

◆ http://kenrutsky.com/about/

➔ @Ken_Rutsky

http://kenrutsky.com/

http://kenrutsky.com/blog/

https://twitter.com/Ken_Rutsky