Matt Wilkinson PhD MBA Account Director Pinnacle Marketing Communications Enabling complex B2B sales with public relations and content marketing
Pinnacle Marketing Communications
Matt Wilkinson PhD MBAAccount DirectorPinnacle Marketing CommunicationsEnabling complex B2B sales with public relations andcontent marketing
B2B sales are complex, time-consuming and frustrating.
Some sales cycles can take years and involve lots of meetings
It can feel like you are just burning money and throwing it away! the door to success isnt always signposted
What you need is great marketing support
from an agency like Pinnacle
Salethat can raise awareness and drive profitable action
the internet has changed everything how we consume information
how we shop
how we search
100 Billion searches a monththe amount we search
Measure what matters, GoogleThe internet has made the Customer Journey more complex
To be successful you have to be present in the moments that matter
Measure what matters, Google The personal value a B2B solution offers has 2x the impact of the business value it provides.
B2B customers are much more emotionally attached to the brands they purchase from than B2C customers are.Promotion to Emotion: Connecting B2B Customers to Brands., Google and CEB
so they are more diligent before they buy
To get clicks you need to reach the top
60% But you also need brand recognition86% of people only select results from companies they recognise
but marketing has a dirty little secret
Marketings dirty little secret
Customers dont care about you, your products or your services. They care about themselves and what you can do for them. Messaging overload
Customers are exposed to over 5,000 marketing messages every day.
What is content marketing?Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience with the objective of driving profitable customer action. Or to put it another wayTraditional marketing and advertising is telling the world you are a rock star
PR is getting other people to spread the word you are a rock star
Content marketing is showing them you are a rock star
Content marketing is NOT new!
4000BC Effective hunting a two point guide to hunting deer with spears
1895 - John Deere launches The Furrow magazine 1900 - The Michelin Guide - helps drivers maintain their cars and find decent food and lodging
Felix Baumgartner - Fall from Space>37million YouTube views
Dont bet your marketing onbeing the 1 in 1,000,000
Fish where the fish are
with content they want to consume and you need to promote your content
This is where we could also make use of existing groups if we were given suitable access/permissions though work here would need to be billed additionally.39
A lot of companies invest in content marketing on the assumption that this is how it works!Me Make ContentHuman ClickThey buy = We make money This is how content marketing really works:We Make Content.Humans click.If they like it, they remember.Maybe they think of me when prompted.We can build trust and relationship with Clicker.When they need our product, they come back.
Why leave it to chance? You need to capture and nurture leadsProspect
3rd party media / PR
CuriosityEducationPersuasionCynicalTrustingSaleturn cynicism into trust 62%Cost per leadContent marketing can reduce your cost per lead The ROI?
ROI can be >250x
Got questions? then give us a call on:+44 (0) 208 869 9339