This Q&A article is a summary of the Podcast Interview.
Sometimes the most important things you learn in life are counter intuitive. "Some people make the mistake of specializing in marketing," says Patrick Ward. Ward gained a variety non-marketing experience before getting into marketing. He believes that gaining experiences from a wide range of industries can enliven your work.
Ward has used this innovative approach to achieve extraordinary marketing results. And in this interview he shares a marketing success story where he applied B2C tactics in a B2B context.
Q - What's your approach to developing a marketing project?
A - What I like most about working on a marketing project is the chance to be creative. I used to work for a stodgy finance company that used seminars and traditional marketing tactics. But I had an excellent boss who empowered me to use social media.
"Taking a diverse range of experiences from one industry to another as a marketer can make your work exciting."
Using social media was a very innovative approach for them at the time. These were tactics I'd already used in B2C marketing. Applying them in a B2B setting and seeing them work was very exciting. It allowed me to experiment and try new things.
Some people make the mistake of specializing in marketing. They're missing out on something. Taking a diverse range of experiences from one industry to another as a marketer can make your work exciting.
Q - Can you share a client project you developed and how that worked out?
A - The best example I have is from a previous App development agency I worked for. My job from day one was to determine which social media platform we should be on. I started by looking at the various parameters of the products we were selling. And in this case, the price of our product started at 100K.
The goal of our marketing campaign was to get cold prospects to have a conversation with our sales team. So, lead generation. I decided on creating an original content strategy using Linkedin.
"Content is a signal that draws people to you. It acts as a spark for an initial sales conversation. This is important for selling high-ticket B2B products."
I created stories about my everyday experience then weaved in my company. The results spoke for themselves. Six months of consistent effort generated 650K in business. And Linkedin was the original touchpoint.
There is lot of interest these days in investing in content. But I think you must first ask why you're using content. I believe it should serve as a signal that draws people to you. It acts as a spark for an initial sales conversation. This is important for selling high-ticket B2B products.
People are not going to buy a 100K product from a Facebook ad. You need to have conversations over time. That's why it made sense to invest in a content strategy using Linkedin.
Q - Was your project also part demand generation?
A - I would say so. Our focus was which touchpoints were bringing the people in. It's a mistake to think a prospect becomes a client after a little preliminary nurturing. If you think this, you'll make the mistake of investing less in longer term efforts like content creation.
"You must first warm your leads with content so they trust your brand over time. But that might take three to six months."
You must first warm your leads with content so they'll trust your brand over time. But that might take three to six months. It did for us at that App development agency. No one buys an App immediately. It often takes three to six months of a sale cycle.
Q - Which B2B marketing tactics are becoming the most effective?
A - What you'll see with most trends is that B2C tends to be the trailblazer and B2B follows suit. I would imagine we'll see more live video. These will likely be videos like loom recordings that are simple and off the cuff. People will begin to distrust sanitized videos.
"By shifting to the live interviews and videos, companies can capture more genuine reactions and build more trust with their consumers."
Live interviews will become popular. There will be more events incorporating live video. Many companies still put on events, but through live they'll be able to reach a different audience. There will also be live demonstrations.
Service providers may start talking through their process with other employees. Or, engage with clients on the spur of the moment. By shifting to the live interviews and videos, companies can capture more genuine reactions and build more trust with their consumers.
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