By Lianne Wade
Having attended and spoken at the B2B LeadsCon Summit in NYC last month, I wanted to share 7 of the most compelling takeaways for marketers, based on my opinion (and these are in no particular order):
- Collaborative storytelling is here and it is activating consumers. Because consumers have more of a voice due to social media and technology, companies are looking to create a dialogue or story arc with them, take for example the Bob Marley “one love” moment http://www.bobmarley.com/share1love/.
- Authenticity wins. Engage the community, enlist influencers such as bloggers and involve your consumer. A company looking for a social media manager held a social contest to hire the individual.
- The new role to gain a competitive advantage: CMTO. A Chief Marketing Technologist Officer is now in place at 81% of large firms today. This new role blends marketing, technology and strategy into one; and is needed given the 10X growth projected for marketing technology over the next 10 years.
- The personal touch is important. Even with the growth of CRM automated platforms, including a phone call can be surprisingly welcome, and the consumer is more willing to share information.
- Webinars are not only compelling and effective. We knew that webinars can be great lead generators, but what is most compelling about them is that the viewer becomes indoctrinated in the company and is therefore easier to motivate to action and ultimately, to sale.
- 93% believe interactive content is effective in educating buyers. The more you engage your consumer, the more effective you will be, and this study says that 70% will convert and 38% will share it.
- There are multiple ways to engage customers at low cost. Include fun images with pictures about your business (here’s one: Wilde Agency having fun at our community event recently), welcome new followers, and reward new followers.
These are some of my take-aways from the B2B LeadsCon Summit. When it comes to content and engaging prospects, what do you think is important? what’s worked for you? what challenges do you face? I’d love to know.
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