| 12 Marketing Take-Aways
First Doug and his team combined great content with marketing automation (Marketo).
Having both is critical, because the great content is bait and
marketing automation becomes the way of measuring and monitoring what is
Now that the project is finished, Doug was able to share 12 key marketing-takeaways:
- Target one persona
Don't try to be all things to all people. Be very specific.
- Give influencers a preview
Reach out to thought leaders with an earlier release of the content.
Get their input and support. (They support, advise and promote it.) Doug
said this was critical. He also said it is the step most businesses
- Create spin-offs
The B2B Marketing
Manifesto became a Playbook, blog posts, etc. Take one piece of content
and re-imagine it. Include "shameless plugs" and share on Docstoc,
Scribd, Slideshare, YouTube, Linkedin, and Blogs.
- Guest blog
Writing articles for other blogs generates tons of good things, like
traffic, backlinks Googlejuice. (This is why we also write for
SandHill.com, PostclickMarketingBlog, CustomerCollective, blogs for
Marketo, Eloqua, Hubspot, etc.)
- Test, test, test
Should you have a form or not? Should you use Auto Direct Messages in
Twitter? Should emails be text or HTML? Don't guess! Do an A/B test.
- Set up analytics first
Think it through before you start. Create trackable tagged URL's. Think
of what you will want to track so you can include it in Google
- Include the search keyphrase in the title
could have called it the Content Marketing Manifesto, but one of the
keyphrases they wanted to use was "B2B Marketing," so it became the B2B
- Set targets before you begin
Document all the things you want to measure before you begin.
#downloads, conversion rates, inbound links created, all the way to
prospect meetings set. If you don't have firm goal, just make an
- Add a survey question to your form
By adding "The hardest part of B2B Marketing is...." they were shocked at the number of people who answered it.
- Get personal
They make a point of responding personally to every comment and
contact. They found that people appreciated the personal touch and
responded in kind.
- Capture and share learnings
As you move through the process, you will learn a lot. Write things down and discuss them. Writing them down is very important.
- Put in your whole head and heart
It works best if you are truly committed and believe in what you are doing. Velocity believed in their content. You should too.
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Jeff Ogden (@fearlesscomp) is the President of the B2B lead generation consultancy Find New Customers.Find New Customers
helps companies dramatically improve revenue results by transforming the way they attract, engage and win new customers. Contact Find New Customers by calling (516) 495-9350 or sending an email to sales at