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3 Marketing Ideas from Kinaxis

Guest post by: Jeff Ogden

Article Overview: What can you learn from the savviest marketing companies on Earth?

3 Marketing Ideas from Kinaxis

One of the really cool things I love about our B2B demand generation companyFind New Customers are my interviews with top marketing experts. We often uncover great tips to make a difference in revenues and profiles for our readers. One recent interview was Kirsten Watson, Director of Marketing at Kinaxis. Insights from this interview became the idea for this blog article - good stuff you can use.

In processing Kirsten's interview, I was struck by the utter simplicity of their approach. It can be boiled down to 3 key points that you can use in your business:

1. Attract prospective buyers with Humor and Search Engine Optimization (SEO)

Lots of funny videos like SuiteMates, (below) Married to the Job, and Late, Late Supply Chain Show. (modeled after David Letterman's show.) And they relentlessly focus on high rankings in search engines for their keywords.Here's a sample:

2. Keep prospective buyers with thought leadership

A robust blog, third-party experts (with smiling photos and short bios of real people), featured content, content published in third-party publications.

Once they visit, they stay.

3. Think Like a Publisher

A good example of publishing is what they do when they create a white paper. Ardath Albee talks about the Rule of 5 on content - instead of one piece of content, turn it into five.

Here's the process Kinaxis uses:

1. Produce a white paper (1)
2. Video interview of the author, asking her about the white paper. (YouTube) (2)
3. Then they strip out the audio for a podcast. (iTunes). (3)
4. Finally, they produce a transcript, which is used in 3-4 blog articles. (Blog) (4,5, and 6)

RESULTS

One year after starting the process of moving from 1. to 2., Kinaxis measured these results.

• 2,700% increase in website visitors
• 3,200% increase in conversions (leads)
• 5,300% increase in traffic to the blog

It's not complicated, is it? Attract ‘em with humor and SEO, keep them with though leadership content and use publishing approach to create lots of content - which feed both SEO and thought leadership.

Are you thinking "It's too hard and we don't have the people or the budget for this?" Sorry, but the marketing department at Kinaxis is only four people and their marketing spend is in line with industry averages.

Is B2B marketing really that complicated? Or can we take ideas from companies like Kinaxis to make a big difference?

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Article Tags: b2b demand generation, b2b lead generation, btob demand generation, btob lead generation, demand gen, demand generation, demand generation companies, demand generation company, find new customers, lead gen, lead generation, lead generation companies, lead generation company, sales lead generation



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Re: What is your Business? - We are running a Online Marketing Firm and we have some good clients to which we are offering a complete Digital Marketing strategy like Search, Mobile Marketing, Branding and Design. I think in Online Marketing company online presence can be a wining factor for the success of the company.
Re: Let’s talk about the ways of marketing your products, servic - I agree with some of the others who responded it depends on what your selling... but to answer your questions here are some of the methods I use. Forum Marketing Yahoo Answers (I need to use more of) SEO (Search Engine Optimization) Bum Marketing or Article marketing P-P-C (Pay Per Click) Marketing Online Directories Hope this helps.
Re: A Post About Posts - Great to be here with you Ideas
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