Marketing to Humans: Is Content Still King? --> B2B Sales & Marketing Forum - Seoul, Korea

@RyanBonnici | #B2BForum | @HubSpot
MARKETING  
TO HUMANS 
IS CONTENT  
STILL KING?
From:

I’m @ryanbonnici
This is #B2BForum
Hi!
Marketing Director

My mission:
Help you increase
your probability
of breakthrough
content marketing
success.

BROKEN
The old playbook is
are on do  
not call lists
direct mail is 
never opened
unsubscribe 
from email
skip  
TV ads
48%20%91%83%

The biggest problem
with the old playbook is that
it fights for people’s attention
by interrupting them.
Seth Godin (1998!)
“

ATTRA TING
ATTENTIONis smarter than interrupting

ATTRA TING
ATTENTION
requires you to
provide something
people will love

Blogs
In the world of digital,
people love content.

DEC 2013 DEC 2015
HERE’S A BLOG
POST FROM 2013
Look how much traffic  
it is still getting 2 years
later (& continues to get)

12,000
SEARCHES
for press release
template per month

Blog Posts &
Web Content

Blog Posts &
Web Content
Photos &
Infographics
Videos &
Podcasts

Blog Posts &
Web Content
Photos &
Infographics
Videos &
Podcasts
Presentations
& eBooks

Blog Posts &
Web Content
Photos &
Infographics
Videos &
Podcasts
Presentations
& eBooks
Software
& Tools

+
All-in-one 
inbound marketing 
and sales software.
What do all
marketers  
need to know?

+
All-in-one 
inbound marketing 
and sales software.
What do all
marketers  
need to know?
HOW GOOD IS  
MY WEBSITE?

Open web app
website.grader.com2.
1.

Take a screenshot
Tweet screenshot +
#B2BForum
2.
1.

@RyanBonnici | #B2BForum | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot

Who had the  
best website?

That was an example of a
FREE TOOL
FOR B2B

But what about
FREE TOOLS
FOR B2C?

Convert leads with
personalised content
experiences
Close customers with
personalised mktg.
automation
Attract visitors with their  
web & blog content

DIGRESSBUT I

HELPS YOU GENERATE  
MORE OF WHAT YOU LOVE.
Creating content that people love,

HELPS YOU GENERATE  
MORE OF WHAT YOU LOVE.
Creating content that people love,
TRAFFIC, LEADS
& CUSTOMERS.

Total blog posts
%LeadGrowth
Impact of total published blog posts on inbound leads
Read: leads increase as your content increases
NOT JUST FLUFFY LOVE.  
REAL LOVE.. IN THE FORM OF LEADS
Leads

Total blog posts
%LeadGrowth
Impact of total published blog posts on inbound leads
Read: leads increase as your content increases
NOT JUST FLUFFY LOVE.  
REAL LOVE.. IN THE FORM OF LEADS
Leads
EffortEffort

5 MARKETING TRENDS
Attraction 
3.0
Personalised 
content
Optimise for 
conversion
Create 
utility
Use tools 
+ data

Attraction 
3.0
Personalised 
content
Optimise for 
conversion
Create 
utility
Use tools 
+ data
MARKETING TREND #1

Who exactly
are you
creating
content for?

Demographics
• Mid-sized company (25-200 employees)
• Marketing team of 2-5 people
• Undergrad Degree
• 30, Married, 1 Child
Goals
• Support sales with collateral and leads
• Manage company communications
• Build awareness
Challenges
• Too much to do
• Not sure how to get there
• Marketing tool and channel mess
MARKETING 
MARY/MIKE

YOUR 
BUYER 
PERSONA 
INFORMS 
YOUR 
STRATEGY:
Place Time
Content

How do you decide
WHAT CONTENT 
TO CREATE?

MAKE CONTENT
FOR ALL STAGES  
OF THE FUNNEL

THE CONTENT NEEDED  
CHANGES DEPENDENT ON 
EACH BUYER JOURNEY

Consideration
Decision
Awareness
3 STAGES OF THE  
BUYER JOURNEY

Consideration
Decision
Awareness
 
IF I’M BUYING
GLASSES…?
EXAMPLE:

naver.co.kr
Search Google or type URL
Consideratio
Decision
Awareness

naver.co.kr
Search Google or type URLglasses that will make me look smart when presenting at events
glasses that will make me look smart when presenting at events – Google Search
glasses that will make you look smart
smart and stylish glasses for 2016
designer glasses 2015
designer glasses 2014
Consideratio
Decision
Awareness

https://www.misterspex.co.uk/styles-trends/glasses/trends-2016Consideratio
Decision
Awareness

Consideration
Decision
Awareness
DON’T WEAR
GLASSES?
EXAMPLE:

naver.co.kr
Search Google or type URLwhy do i keep getting headaches at work?
why do i keep getting headaches at work? – Google Search
avoid headaches at work
what headache medication works best
how to reduce eye strain at work
how to be healthy at work
Consideratio
Decision
Awareness

https://www.misterspex.co.uk/advice/avoid-computer-strain-workConsideratio
Decision
Awareness

Personalised 
content
Attraction 
3.0
Optimise for 
conversion
Create 
utility
Use tools 
+ data
MARKETING TREND #2

1 Gather information
across all touch points.

Form data helps us build
personas. It’s a key element
in digital marketing.
But it’s not enough, we need
to build on what we know.
Gather explicit data via forms

Demographic Data
First & Last Name
Email & Phone
Role & Department
Company & Industry
Employees / Team
Challenges / Goals
Geographic location
Such as demographic data

What people do when
they’re on your site, landing
pages, email.
Leverage this to personalise
all aspects of our marketing.
Gather implicit data via behaviour

Behavioural Data
Blog articles read
Forms completed
Content downloaded
Website visits
Emails opened
Social media actions
Videos watched
Such as behavioural data on your site

2 Personalise experience
across every interaction.

Personalised
Web Content
Increase CVR
with contextual
information

Personalised
Web Content
CTAs based on
next best offer

Personalised 
Lead Nurturing
Detailed
workflow and
interactions

Personalised 
Landing Pages
Smart content:
name, company,
and much more!

THE PEOPLE WE  
DON’T KNOW YET?
But what about

Optimise for 
conversion
Personalised 
content
Attraction 
3.0
Create 
utility
Use tools 
+ data
MARKETING TREND #3

Zero 
Business
No Conversion
(Lead Gen.)
Website
Traffic

Leads
MQLs
Subscribers
HOW DO YOU CONVERT TRAFFIC?
What you want
To establish a relationship
and open communication.
 
For blog subscribers you 
want email address and 
first name.

OPT-IN 
BUTTON
• Add a subscribe
form to your blog.

EXIT
POPUP
• Add a subscribe
form to your blog.

Leads
MQLs
Subscribers
HOW DO YOU CONVERT LEADS?
What you want
To get data about the person to
further refine your comms and
begin to identify if they are a fit.
For leads you may want company
name, job title, employee size.

Ensure you have a relevant 
CALL-TO-ACTION

… and ensure that it takes you to a 
RELEVANT LANDING PAGE

Optimise your 
LANDING PAGES

HEADER
• Company logo
• Phone number
• No navigation

TITLE
• Say what it is
• Begin with hook
• Don’t use fluff

BODY
• Avoid long copy
• Use bullet points
• Bold key points
• Include an image

FORM
• Begin with CTA
• Right # of fields
• Actionable button

FORM
• Begin with CTA
• Right # of fields
• Actionable button
*150% increase  
in lead quality with
form verification.

What you want
A potential customer to signal
they want to begin a sales
conversation.
Filling out a contact sales form,
demo, or starting a free trial.
Leads
MQLs
Subscribers
HOW DO YOU CONVERT MQLS?

Don’t stop at the 
LANDING PAGE

Create a secondary call-to-action on your 
DOWNLOAD PAGE

REVERSE- 
ENGINEER 
YOUR 
FUNNEL
30% Conversion Rate6,000 - Subscribers
Visitors: 20,000

REVERSE- 
ENGINEER 
YOUR 
FUNNEL
6,000 - Subscribers
2,400 - Leads
Visitors: 20,000
40% Subscriber-to-Lead

REVERSE- 
ENGINEER 
YOUR 
FUNNEL
6,000 - Subscribers
2,400 - Leads
1,800 - MQLs
Visitors: 20,000
45% Lead-to-MQL

REVERSE- 
ENGINEER 
YOUR 
FUNNEL
6,000 - Subscribers
2,400 - Leads
1,800 - MQLs
Visitors: 20,000
Customers: 162 15% MQL-to-Customer

REVERSE- 
ENGINEER 
YOUR 
FUNNEL
6,000 - Subscribers
2,400 - Leads
1,800 - MQLs
Visitors: 20,000
Customers: 162 15% MQL-to-Customer
162 
CUSTOMERS 
requires 
20,000 
VISITS

Create 
utility
Personalised 
content
Attraction 
3.0
Optimise for 
conversion
Use tools 
+ data
MARKETING TREND #4

Create free tools your buyer
persona will find useful.
THEY ARE
CONTENT 
TOO!

HOW DO THEY WORK?
• Freemium (doesn’t mean  
you need to give away your  
product and lost money).
• Instead of giving away  
the solution, give away a tool  
that diagnoses a problem.
• Whole businesses have  
been built using this model.

UNSPLASH.COM
• Built by Crew - a website that
connects freelancers with
projects to be done.
• Started as a small side project.
• Today it receives 11 million
unique users per month

EXECUTIV.CO 
bonni.ci/leadership-course
• Went very far up the funnel
(outside of executive coaching).
• What does every executive wonder
about? Leadership.
• Over 100K monthly searches  
for “leadership course”

OTHER
EXAMPLES
Law - Draft Contract Generator
Housing - Price Approximator
Retail - Try-On Virtual Reality
Banking - Mortgage Calculators

Use tools 
+ data
Create 
utility
Personalised 
content
Attraction 
3.0
Optimise for 
conversion
MARKETING TREND #5

Use Snip.ly and steal borrow  
OTHER PEOPLE’S CONTENT

CONTENT THEFT FAQ
• Use BuzzSumo & find great content
• Wrap link in your Snip.ly shortener
• Share the link with your own CTA
• Generate traffic back to your site
• AB test different links and headlines

Schedule social updates 
when your followers are 
THE MOST ACTIVE

Finding email 
addresses has 
never been 
SO EASY

Have news
worthy content?
HEY
PRESS!

Analyse other 
brands competitors  
tracking URLs by  
ADDING A “PLUS”

1. Attraction 3.0
2. Personalised content
3. Optimise for conversion
4. Create utility
5. Use tools + data
PULL IT ALL 
TOGETHER

GET A FREE 30 MINUTE  
MARKETING ASSESSMENT
bit.ly/ryan-b2bforum
*enter all letters in lower case

THANKS 
#B2BFORUM
PS: I really love open 
discussion and debate.
Tweet me @ryanbonnici

Marketing to Humans: Is Content Still King? --> B2B Sales & Marketing Forum - Seoul, Korea

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Marketing to Humans: Is Content Still King? --> B2B Sales & Marketing Forum - Seoul, Korea