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Marketing To Experts Engaging Senior Buyers In Enterprise B2B
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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.
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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.
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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
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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
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5 things that make content effective
Relevant and Applicable Staying current Industry Insights Digestible Trusted Source Source: Linkedin/ Edelman Research 2017,
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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
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Creating effective content
SALES / BD TRUSTED ADVISORS = REVENUE & GROWTH EXPERT AUTHORS CLIENTS / PROSPECTS
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Case study - LMA ‘18
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Content at events
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Content at events Content at EVENTs
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The virtuous circle TRUSTED ADVISORS = REVENUE & GROWTH DAVID ME
CLIENTS / PROSPECTS
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Do better than just an exhibition stand
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Improve marketing results across the entire funnel
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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
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Don’t overthink it! Be timely and authentic – originality is overrated
This way of marketing has challenges, you’ve probably run across a few
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Engage high value prospects
Build authentic relationships With minimal effort and budget
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E2E Sales & Marketing Workshops. 3pm. 18 July. London.
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The Expert-to-expert sales & marketing Platform
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