Matt Wilkinson PhD MBAAccount Director
Pinnacle Marketing Communications
Enabling complex B2B sales with
public relations and
content 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 isn’t always signposted
What you need is great marketing support
from an agency like Pinnacle
that 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 month
the amount we search
Measure what matters, Google
The 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 recognition
86% of people only select results from
companies they recognise
but marketing has a dirty little secret
“Customers don’t
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 way
Traditional 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
Don’t bet your marketing on
being the 1 in 1,000,000
Fish where the fish are
with content they want to consume
and you need to promote your content
A lot of companies invest in content marketing on the
assumption that this is how it works!
Me Make
ContentHuman Click They 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 leads
Input Details
Lead
Newsletter
Website
Landing Page
Prospect
3rd party media / PR
Curiosity Education Persuasion
Cynical Trusting
Sale
turn cynicism into trust
62%
Cost per lead
Content 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
