the rise of the b2b blockbuster
TRANSCRIPT
The Rise of TheB2B BLOCKBUSTER
The current approach to B2B marketing is
broken
Marketers Are Trying To Imitate NewspapersJournalism is hard to scale and not profitable --- it’s a bad business model
We believe there’s a better marketing model
for B2B
We call it…B2B Blockbusters
Blockbusters Are The New Way To Monetize ContentFor a leading indicator, check out Disney’s content calendar
S U M M E R2 0 1 5
FA L L2 0 1 5
W I N T E R2 0 1 5
S P R I N G2 0 1 6
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FA L L2 0 1 6
W I N T E R2 0 1 6
S P R I N G2 0 1 7
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Their Value Flows From Their ExtensibilityIt allows brands to monetize multiple channels with the same IP
Blockbusters Both Build Brand & Drive LeadsBig bets deliver big returns – our blockbuster has delivered 18,000% ROI
MQLNO YES REVENUESALESNURTURE
NO
BLOCKBUSTER
Blockbusters solve many marketer’s biggest problems
1 They’re Easier: You’re focusing on fewer things
2 They’re Higher Quality: Fewer things can be done better
3 They’re More Effective: Better things breakthrough
4 They’re Sustainable: You can market them year after year
That’s why we’re investing in“Blockbusters-As-A-Service”
M E A S U R E M E N T
D I S T R I B U T I O N
C R E A T I V E
A U D I E N C E
We’ll Use Our Data To Build Your Client’s BlockbusterWith a proprietary full-service solution
Audience Insights1
We Start By Identifying The Right BuyersUsing our LinkedIn Insights Tag to create propensity models
100 MMBDM’s Sphereof Influence
27 MBDMs
10 MCXOs
Then We Analyze Their Topical InterestsLeveraging LinkedIn’s data to determine which topics are ownable
Series1
0%
2%
4%
6%
8%
10%
12%
14%
16%
CXO
Shar
e of
US
Enga
gem
ent
Business IntelligenceAll
Offshore DrillingClimate Change
ReservesEnergy Efficieny
Energy ConservationRenewable Energy
Sustainable EnergySmart Metering
Smart GridEnergy Audits
Oil & Energy EngagementClicks + Likes + Comments +
Shares
Creative Strategy2
Your Blockbuster Will Consist of Four Key ElementsThis is a framework that connects content strategy to business strategy
MISSION
BUSINESS L INE
BLOCKBUSTER
1OriginalInsights
2TouchPoints
3 Brand
Characters
4SocialFirst
B2B MARKETING
SOPHIST ICATED GUIDE
PERSONAL F INANCE
THE STOCK OF YOU
SUCCESS AMBITION
THE STOCK OF YOU
1. Blockbusters Are Based On Original InsightsThese can be developed by in-house SMEs or via a third party
2. Blockbusters Must Be Designed For Social FirstInsights must come to life in the feed, not on a site or in a PDF
3. Blockbusters Should Enable Touchpoint ConsistencyA unified experience across all channels improves recall + consideration.
4. Blockbusters Should Feature Brand CharactersPeople trust people more than faceless corporations
Distribution Tactics3
Here’s Our Distribution Framework For BlockbustersA properly distributed blockbuster consists of four key elements
MISSION
BUSINESS L INE
BLOCKBUSTER
1.Native
Formats
2.TargetedReach
3. Always
On
4.60/40Rule
MISSION
BUSINESS L INE
BLOCKBUSTER
1.Native
Formats
2.Targeted
Reach
3. Always
On
4.60/40Rule
MISSION
BUSINESS L INE
BLOCKBUSTER
1.Native
Formats
2.TargetedReach
3. Always
On
4.60/40Rule
1. Blockbusters Are Delivered Via Native FormatsOur data can power personalized, sequential messaging
2. Blockbusters Should Reach The Entire CommitteeForget about precision targeting, optimize for relevant reach
TARGETED BUYER
Junior Decision Makers
Extended Buying Committee
2. Blockbusters Should Reach The Entire CommitteeForget about precision targeting, optimize for relevant reach
SUCCESS
TARGETING
B2B MARKET ING
TECH TRENDS
TARGET ING
TALENT
TECH TRENDS
TARGET ING
SALES
TECH TRENDS
TARGET ING
RUN OF PROFESSIONAL
MARKET ING HR SALES
3. Blockbusters Should Obey The 60/40 RuleBlend lead-gen into your brand-building efforts
“Investment in long-term brand and
trust building, combined with short term brand activations to reap the sales benefits of those
investments”
60/40 RULE
4. Blockbusters Fuel Always-On MarketingIt’s the best way to minimize costs and maximize recall
Spend
CTR
7+ Impressions for Ad Recall
Holistic Measurement4
Measure Quality Reach With Audience ValidationDid our blockbuster reach our most valuable buyers?
$17.19
$39.04$45.30
$78.33 $82.83$92.25
$113.78
Effective Cost per Supervisor + SMB Impression
Measure Quality Impact With Brand ResearchDid our blockbuster establish our brand as an expert on this topic?
Measure Quality Sales With Closed-Loop AttributionHow much revenue did our blockbuster-acquired leads drive?
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02
03
04
Marketing Qualified Lead
SalesQualified Lead
Cost Per Lead
Revenue