Building A B2B Marketing Flywheel

Todd EbertCMO, MultiView

• This deck is intended to give a quick overview of the mission, structure, and guiding principles of an effective B2B marketing team.

• I use the analogy of a flywheel to show how the key components of the org revolve around and pick up energy from, the brand, website, content assets and marketing automation system.

• The flywheel diagram that follows is simply intended to show the key aspects of the team and not all the many interrelations between them.

Our Marketing Mission is Simple, It’s Just Not EasyTo Help The Sales Team Grow Revenue*

*Note: their success funds your paycheck

Grow Top of Funnel

Shorten Sales Cycle

Upsell To Customers

We MUST Build A Marketing Flywheel

We MUSTensure that people know and consider our brand…

Before They Need Our Solutions

During Their

Research

Through Their Evaluation

Process

After TheyBecome aCustomer

We MUST• Understand/map our customer’s

buying journey in detail• Execute an integrated plan to

reach them with the right content and messages at each stage of their journey

When We Do Our Job Right Great Things Will Happen Increased Brand Recognition – more prospects know us, remember us and think highly of us

Improved Brand Reputation – prospects see better things about us online [helps boost

conversion/close rates]

More Leads – integrated campaigns drive more visitors which then turn into more leads

Higher Close Rates – nurtured prospects think highly of us and are more likely to buy when ready

Faster Sales Cycles – website, content and tools help reps close deals more quickly

Increased Revenue Per Customer – bundles & upsell/cross-sell programs drive demand for new

products

Higher Retention – content and renewal programs help reps keep more customers PROFITABLE REVENUE GROWTH!

Guiding Principles for Great MarketingFocus on the Customer, Customer, Customer…Talk about what they need, not what we sellMap everything we do to their buying journey

Give Value to Get ValueAvoid “get rich quick” campaigns at all costsCreate content customers actually want -- educates & solves their problems

Get a ‘Two-fer’ From All That We DoBuild everything for inbound marketing to pull in leads AND as a tool for outbound selling by the reps

Integrate Everything!Run holistic campaigns with multiple tactics ALL centered on a customer insight or pain point – not a productDrive prospects to the site, impress them enough to fill out our form and then nurture those precious leads