The New B2B Marketing Manifesto
Five imperatives and six staples you need to win the battle for attention
Technology marketers (especially the ones who live in agencies) love to make marketing more complex than it really is.
While there's a lot of craft in the practice of technology marketing - and some of it does start to resemble rocket science - the core of the discipline is very, very simple: you have to be able to answer three questions quickly, clearly and compellingly:
1. Who the hell are you?
2. Why should I care?
3. Why should I believe you?
That's it. The whole enchilada of technology marketing.
If you can answer these three questions well, you'll have done the hardest and most important part of your job. You will also have made the other parts of your job a lot easier.
This short paper is about The Holy Trinity. Hope you like it:
Your prospects are being buffeted by a firehose of information. If you're hoping to win their attention, you'd better be prepared to earn it.
Content Marketing is your way to cut through the noise and hop over the barriers. This short, sharp eBook summarises how we at Velocity approach it, including:
- What Content Marketing and Thought Leadership are
- Why you need to get good at them (and fast)
- Why you're perfectly placed to do it really, really well
- How to pick a topic prospects care about
- How to go beyond the dry, stale white paper
- What we think 'good' looks like - lots of examples
Informative and practical, The Definitive Guide to Lead Nurturing offers useful, qualitative insight from today's marketing thought leaders, basic and advanced B2B marketing best practices on must-have campaigns, and worksheets for calculating ROI and measuring the impact of nurturing done well. Use this guide as a workbook - take notes, highlight what you find inspirational, share what you learn with your colleagues, and start driving explosive revenue growth. Discover what lead nurturing is and why you need it. Learn how to create more sales-ready leads, determine buying stages and calculate the ROI of lead nurturing.
Watch the companion webinar to The Definitive Guide to Lead Nurturing, where you will learn answers to the most asked questions about lead nurturing. Click to watch, no registration required!
The Definitive Guide to Lead Nurturing contains:
Part 1: What is Lead Nurturing?
This vital concept is about building relationships and trust with your prospects in a way that is both consistent and relevant.
Part 2: Learn the Basics
Even if you have already implemented lead nurturing, these B2B marketing best practices can help augment your current initiatives.
Part 3: Advanced Strategies
Examine the nuances and winning strategies for those with advanced skills. Includes worksheets.
Part 4: Calculating the ROI of Lead Nurturing
Prove the ROI of lead nurturing in your own organization by comparing your results to industry standards. Includes worksheets.
Endorsements
"The Definitive Guide to Lead Nurturing is a systematic, research-based look at how to approach your lead nurturing process. This Guide is packed with tips, tools, and best practices on implementing and enhancing your B2B lead nurturing programs. Take a few minutes to use the worksheets - it is well worth the time!" Todd LeboDirector of Marketing and Business Development
MarketingSherpa "Whether you are trying to get your first lead nurturing campaign started or are looking to increase the effectiveness of your existing campaigns, this is a workbook for you." Dan McCourt
Manager of North American Marketing and Communications
Southco "The Definitive Guide to Lead Nurturing is an excellent resource for B2B marketers! Whether you're a novice or veteran B2B marketer, you'll want to read the Definitive Guide to Lead Nurturing. This practical and actionable guide gives a clear framework, worksheets and ideas to help you actually start lead nurturing not just read about it." Brian Carroll
CEO of InTouch and author of Lead Generation for the Complex Sales "Calling a publication the 'definitive guide' sets the bar high, but the Marketo team has cleared it - with room to spare. There is no fluff or filler here; instead, marketers are treated to numerous lead nurturing strategies and ideas, backed by research, real-world examples and worksheets. If you're looking for ways to drive more sales and improve the collaboration between marketing and sales teams, this guide is the place to start. Hunter Boyle
Content Marketing Director, MarketingExperiments
B2B marketers unite! You have nothing to lose but your lousy response rates.
There's never been a more exciting - or a scarier- time to be a B2B marketer. It's not about social media, the web, or email. It's about a completely new mindset, new buyer behaviours and a shiny new set of tools to address it all.
The Manifesto starts with a call to action and a plea for ambition.
We then look at what's really changed in B2B (it's not what most people think).Then we touch on the barriers that stand between you and glory.
Finally, we identify what you can do about it: five imperatives and six B2B staples - the new weapons in your arsenal, waiting to be deployed. Including:
- What a world view is and why you need one
- Why B2B marketing 'chops' are essential to your success
- How thinking beyond digital is the future
- Why exposing your beliefs can be a powerful differentiator
- The six things B2B marketing people really need to get good at, now.
This is the new era of B2B marketing: it's exciting, challenging, scary - and there's really no going back.
Once you've read it please come back and post a comment below.
We really want to know your response.
