Marketing: 25+ years of B2B / B2Dev Tech marketing

Transcript:Marketing: 25+ years of B2B / B2Dev Tech marketing:
Marketing: 25+ years of B2B / B2Dev Tech marketing experience at start-ups & publicly traded companies; targeting IT and LOB buyers in SMBs / Enterprise. I help guide teams and activities toward new ways to increase market awareness and opportunity creation. Demand Generation / Growth Marketing - Connective tissue between Sales, Product and Marketing to build marketing programs, systems and metrics for more Sales Opportunities. ICP / Persona Definition & Messaging - Determining the right target and right messages to optimize success. Sales Enablement & Content Planning - Building the content needed to accelerate Buyer activations Helped fuel four acquisitions and one public offering. Experience helping EU companies expand into North America. Linkedin Profile David Kirkdorffer Content Strategy Breakdown Distribute value content where prospects already go, to attract their curiosity and website conversions. Create Demand: Evangelize the Category to our ICP: With an Intent to Educate, Inform, Inspire & Entertain This drives positive brand affinity and curiosity in our company and solution Curiosity attracts web-traffic Web-traffic drives exposure to our solutions If our website has prospect-focused language/market fit and answers key buyer questions… Exposure drives ICP education, understanding, differentiated value, fit… Educated ICP prospects self-select and make ‘Contact Us’ & ‘Demo’ Requests How: Provide “Value” Content That’s Also Fun! (Self-Created or 3rd Party) Content that people want to keep Content that people learn from, get ideas from, and are inspired by Content that helps explain how we are different; how what we do helps them succeed on the KPIs they care about Where: Make The Same Content Available Where Our Prospects Already Are Social Channels: LinkedIn, Facebook, Instagram, TikTok, YouTube, Reddit, Spotify… Online “properties” (various websites focused on our ICP and target verticals) Industry Associations, User-Groups, and Communities (where our ICP / buyer personas congregate and learn) Through Key Influencers within our ecosystem / industry Roadshows / Events Website… 2 David Kirkdorffer Q2 2023 The Chet Holmes Buyers Pyramid Explained The Buyers Pyramid – Create & Capture Demand Programs 3 The ‘3%’ are in active purchasing cycles. The ‘7%’ begin to feel the need to address a situation. Can become part of the 3% if given information that inspires urgency. The next 60% can become ‘Open to Buying’ if they learn something that upsets their status quo. Capture Demand SEO, Google Ads/PPC Create Demand Digital Social Content Platforms Events Webinars Communities Retargeting Nurture Educate Inform Inspire Entertain David Kirkdorffer Q2