Enabling complex B2B sales with PR and content marketing
-
Upload
matt-wilkinson -
Category
Marketing
-
view
40 -
download
2
Transcript of Enabling complex B2B sales with PR and content marketing
Matt Wilkinson PhD MBAAccount Director
Pinnacle Marketing Communications
Enabling complex B2B sales with public relations andcontent marketing
What is PR?
Public relations (PR) is the practice of managing the spread of information between an individual or an organization and the public.
Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment.
The Zero Moment of Truth (ZMOT)
The precise moment a person has need, intent or question they want answered online.
1. Use search to uncover and understand the moments that matter
2. Be present in the moments that matter
3. Have something interesting, relevant and/or engaging to say
4. Measure the impact
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
“Customers don’t care about you, your products or your services. They care about themselves and what you can do for them.”
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
A lot of companies invest in content marketing on the
assumption that this is how it works!
Me Make Content
Human Click They buy = We make money
but 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.
You need to capture and nurture leads
Input Details
Lead
Newsletter
Website
Landing Page
Prospect
3rd party media / PR