Launching to Leading

transcript

@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?

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

Marketing Automati

Messaging & Positioning

THE MODERN MARKETING RACECAREFFICIENC

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

Product

Concept

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

➔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

➔UNIQUE VALUE COMMUNICATED W/

HIGH VELOCITY

➔10X LEAD → REVENUE

BREAKTHROUGH GO-TO-MARKET STRATEGY

WHY WE NEED BREAKTHROUGH MARKETING

BUYERS DON’T

DON’T NOTICE

IT USED TO

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

UNIQUEVALUE LOSE

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

UNIQUEVALUE LOSE

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

TRENDSPOTTING...

➔NAME & FRAME

ENVIRONMENTAL SHIFT

➔CREATES GREAT

OPPORTUNITY FOR

CUSTOMER

TRENDSPOTTING

BRAVE NEW WORLD!!!

➔DESCRIBES PROMISED NEW

➔CUSTOMER CAN CHANGE

BUSINESS FROM YOUR

SOLUTION

➔ INTERSECTION OF

CUSTOMER’S WORLD &

UNIQUE SOLUTION

BRAVE NEW

PUTTING IT ALL TOGETHER

VIEWPOINT STORY CHOOSER

BETTER M

SETRAP

BRAVE NEW WORLD

SPOTTI

ALL PAINNO GAIN LOW

GROWTH

HIGHGROWTH

REPLACEMENT MARKET

NEW MARKET

EXECUTE

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