Making an emotional connection with Senior Decision makers to generate ROI

1. Making an emotional connection
with Senior Decision makers to
generate ROI

2. About your speaker
Kirsty Dawe,
Managing Director
@KirstyDawe1
@KirstyDawe1

3. B2B Marketing Interactive Presentation

4. Emotion is important in B2B
@KirstyDawe1Ref: https://www.cebglobal.com/content/dam/cebglobal/us/EN/best-practices-decision-support/marketing-communications/pdfs/promotion-emotion-whitepaper-full.pdf

5. • How can we create a
message that
demonstrates
personal value?
2 challenges
@KirstyDawe1
• How can we convey this in a
way that creates an
emotional connection?

6. Content shock!
@KirstyDawe1Ref: http://www.gartner.com/technology/research/methodologies/hype-cycle.jsp

7. 10x content

8. • Combination of high quality, trustworthy, useful, interesting, and remarkable
• A completely unique angle or subject and delivery method
• Invoke an emotional response and connection with the buyer
• Has use value and solves a problem or answers a question
• A great user experience on any device
10x content
@KirstyDawe1Ref: https://moz.com/blog/how-to-create-10x-content-whiteboard-friday

10. The key to
emotional
connection–
deep buyer
insight
@KirstyDawe1

11. @KirstyDawe1

13. @KirstyDawe1

14. • Generate BANT qualified face to face appointments with Fleet Directors of business
with 100 plus vans in their fleet 100+
The objective
@KirstyDawe1

15. Marketing Objectives
Establish contract renewal dates of the prospect database
Segment those businesses with contracts up for renewal within 12 months
Create a high impact, multichannel strategy to convert these prospects to
qualified sales opportunity
@KirstyDawe1

16. • Apathy to change
• Existing emotional associations with current van brand
• Differentiation in terms of approach
Key Issues
@KirstyDawe1

17. Personas
@KirstyDawe1

18. Target Audience
@KirstyDawe1

19. • Overcome a personal challenge – connect them with their van drivers
Emotional connection 1
@KirstyDawe1

20. @KirstyDawe1

21. • Surprise and delight them with an interesting approach – 10x content
Emotional connection 2
@KirstyDawe1

22. Direct mail
@KirstyDawe1

23. @KirstyDawe1

24. @KirstyDawe1

25. • Show them how they can achieve personal objectives and business objectives
Emotional connection 3
@KirstyDawe1

26. @KirstyDawe1
Personalised landing page

27. Follow up direct mail
@KirstyDawe1
van drivers and why Citroën were able to deliver this.

28. B2B Marketing Interactive Presentation
Plain text email and
LinkedIn Inmail
@KirstyDawe1

29. Social halo
@KirstyDawe1

30. Campaign Integration
@KirstyDawe1

31. £7 million
Pipeline
Revenue
£7.6 million
Closed
Revenue
28 BANT
Qualified
Appointments
@KirstyDawe1
B2B Marketing Interactive Presentation

32. Thank you for listening!