1. Marketing To Experts Engaging Senior Buyers In Enterprise B2B

3. It’s true for these companies
That’s the case for these companies.
We work with a lot of firms on what we call Expert-to-Expert marketing. The basic premise goes that there are a small number of firms that are each very important and determine success (the pareto rule, 80/20 - hence Key Account Management etc)
In these key firms there are a small number of expert decision makers that you need to reach and influence with the right messaging, at the right time.

4. What role can marketing play in influencing experts?
You aren’t reaching a market, you’re actually trying to reach a small number of expert people.
A Person not Persona – and that is sometime a bit alien to the marketing team.
Sometimes is simply left to the BD and sales teams.
If the market is small, don’t bother marketing - just leave it to sales. Right!
The problem is that means that marketing are effectively not engaging with the key clients and possibly the lions share of the revenue of the company. And that is MAD!
You chaps need to take control of this process. And it needs to be a process.

5. Experts buy based on content
41% will invite a company to pitch
48% will award
business
47% will pay
a premium
81% will trust
the brand more
We know that Content is extremely influential. Sales by reasoned argument
Statistics based on research by Edelman PR & LinkedIn

6. How to make content work
We know that Content is extremely influential. Sales by reasoned argument
Ashraf Lakhani, Director of Business Development and Marketing, ‎Porter Hedges

7. 5 things that make content effective
Relevant and Applicable 
Staying current
Industry Insights
Digestible
Trusted Source
Source: Linkedin/ Edelman Research 2017,

8. Marketing needs to be the leader
So we understand that
- content works
We know the type of content
And we know marketing needs to take control – because it is very important

9. Creating effective content
SALES / BD
TRUSTED ADVISORS =
REVENUE & GROWTH
EXPERT AUTHORS
CLIENTS /
PROSPECTS

10. Case study - LMA ‘18

11. Content at events

12. Content at events
Content at EVENTs

13. The virtuous circle TRUSTED ADVISORS = REVENUE & GROWTH DAVID ME
CLIENTS /
PROSPECTS

14. Do better than just an exhibition stand

15. Improve marketing results across the entire funnel

16. Reusing content
‘Great idea for a follow-up, I usually delete vendor post conference s but flagged this to read.’ 
Janessa Shaikun Director of Marketing 
Franklin & Prokopik

17. Don’t overthink it! Be timely and authentic – originality is overrated
This way of marketing has challenges, you’ve probably run across a few

18. Engage high value prospects
Build authentic relationships
With minimal effort and budget

19. E2E Sales & Marketing Workshops. 3pm. 18 July. London.

20. The Expert-to-expert sales & marketing Platform