Date post: | 22-Feb-2017 |
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From Launching to LeadingAdd CONTEXT to your CONTENT
A Proven Model for Breakthrough B2B Marketing
@RingLeadwww.ringlead.com
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.
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90% OF B2B BUSINESSES USE CONTENT MARKETING
bitly.com/cm-research
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HOW WILL YOU STAND OUT?
BLOGS
EBOOKS
WEBINARS
PODCASTS
WHITEPAPERSINTERVIEWS
THOUGHT LEADERSHIP
EVENTS
VIDEOS TWITTER
FACEBOOK LINKEDIN
SLIDESHARES
EMAILS
PAID ADS
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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…
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“THERE IS ALWAYS A
BETTER WAY”
Thomas Edison
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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
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CONTEXT!
THERE IS ONE KEY TO A USEFUL CONTENT ASSET...
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“VALUE WITHOUT CONTEXT IS LIKE A TREE FALLING IN THE
FOREST WITH NO ONE AROUND TO HEAR IT”
- Ken Rutsky
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“IF CONTENT IS DEAD, CONTEXT IS THE NEW THING.”
- Ken Rutsky
CREATE A VIEWPOINT…
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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?
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BUILDING THE MODERN MARKETING RACECAR
3 Core Competencies
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Content Marketin
g
Marketing Automati
on
Messaging & Positioning
THE MODERN MARKETING RACECAREFFICIENC
Y
EFFECTIVENESSRELEVANCE
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ONEBUILD YOUR ENGINE
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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
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TWOPUT ON THE TIRES
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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
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THREEFUELING THE ENGINE
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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
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PATH TO MARKET LEADERSHIP
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MARKET LEADERSHIP ACHIEVEMENT LADDER
Focus Leads to Revenue(# per 100 Leads generated)
Experience
Viewpoint
Value
Product
Concept
5
3
1
0.5
0
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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
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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
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STAGE 3: PARTICIPATING --- FOCUS ON UNIQUE VALUE
➔FEATURE FOCUS → UNIQUE CUSTOMER
VALUE
➔MESSAGING BASED AROUND VALUE
STATEMENTS
➔MOST ORGANIZATIONS FAIL FROM BEING
PRODUCT FOCUSED
➔VALUE FOCUS = 2-3X REVENUE
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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
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STAGE 5: LEADERSHIP --- SHOW ME, DON’T TELL ME
➔PUT EXPERIENCE FRONT & CENTER
➔MESSAGING EARLY IN THE SALES
CYCLE
➔UNIQUE VALUE COMMUNICATED W/
HIGH VELOCITY
➔10X LEAD → REVENUE
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BREAKTHROUGH GO-TO-MARKET STRATEGY
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WHY WE NEED BREAKTHROUGH MARKETING
BUYERS DON’T
CARE
DON’T NOTICE
IT USED TO
WORK
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
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UNIQUE VALUE = TOTAL VALUE WE DELIVER
VALUE FROM ALTERNATIVES
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MY BUSINESS BENEFITS
COMPETITIVE BUSINESS
BENEFITS
WHAT CUSTOMERS
VALUE
UNIQUEVALUE LOSE
DRAW
WHOCARES
UNIQUE VALUE
MY FEATURES COMPETITIVE FEATURES
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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
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TILT THE PLAYING FIELD
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MY BUSINESS BENEFITS
COMPETITIVE BUSINESS BENEFITS
WHAT CUSTOMERS
VALUE
UNIQUEVALUE LOSE
DRAW
WHOCARES
VIEWPOINT TILT LOSE
DRAWUNIQUEVALUE
MY BUSINESS BENEFITS
COMPETITIVE BUSINESS BENEFITS
WHAT CUSTOMERS VALUE
WHO CARES
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VIEWPOINT STORY WHEEL
BUSINESS GOAL
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VIEWPOINT STORY MATRIX
BETTER MOUSETRAP
ALL PAIN, NO GAIN
BRAVE NEW WORLD
TRENDSPOTTING
CUSTOMER-CENTRIC
SOLUTION-CENTRIC
FuTUREFOCUS
PRESENTFOCUS
HOW TO ARTICULATE A VIEWPOINT?
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VIEWPOINT STORY TEMPLATES
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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
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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
AP
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TRENDSPOTTING...
➔NAME & FRAME
ENVIRONMENTAL SHIFT
➔CREATES GREAT
OPPORTUNITY FOR
CUSTOMER
TRENDSPOTTING
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BRAVE NEW WORLD!!!
➔DESCRIBES PROMISED NEW
STATE
➔CUSTOMER CAN CHANGE
BUSINESS FROM YOUR
SOLUTION
➔ INTERSECTION OF
CUSTOMER’S WORLD &
UNIQUE SOLUTION
BRAVE NEW
WORLD
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PUTTING IT ALL TOGETHER
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VIEWPOINT STORY CHOOSER
BETTER M
OU
SETRAP
BRAVE NEW WORLD
TREND
SPOTTI
NG
ALL PAINNO GAIN LOW
GROWTH
HIGHGROWTH
REPLACEMENT MARKET
NEW MARKET
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EXECUTE
WITH
VELOCITY:
Content Types
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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