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Enabling complex B2B sales with PR and content marketing

Date post:17-Jul-2015
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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

or visit:www.pinnacle-marketing.com

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Matt Wilkinson PhD MBA Account Director Pinnacle Marketing Communications Enabling complex B2B sales with public relations and content marketing
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