B2B Marketing Challenges (notes from the CMA’s Digital Breakfast)

From the B2B Digital Breakfast, hosted by CMA (Content Marketing Association). The full post is here.

August’s Digital Breakfast took a well-established format into largely uncharted territory. For the first time, it focused exclusively on B2B content – a move that clearly struck a chord with a large and engaged audience.

The last person to present was Giuseppe Caltabiano, Head of Content Marketing Advisory Services, NewsCred

He began his presentation by asking ‘Is B2B still boring to Boring?’ He said that when it comes to data Vs emotions the perception is that B2B is more boring. This however doesn’t have to be the case with Giuseppe citing LinkedIn’s Dinner for Five series.

Giuseppe added that historically B2B requires a more rational approach, but that new technologies, new communications channels (social media) are changing the way B2B companies approach clients. And in some ways the new methods of communication, which includes content marketing, have been adopted by B2B companies at faster speed than B2C.

In terms of messaging Giuseppe pointed out that was a real difference between the content marketing approaches. He said that B2B content should inform and educate, while B2C content should inspire.

Another important point that Guiseppe made was that multiple influencers are involved in a B2B decision – something that is not always the case in B2C. There maybe as many four different departments involved in a  decision making process and one of the complexities of B2B marketing is that content needs to address all these individuals and sectors effectively.

Yet one advantage B2B has over B2C is that there is a more limited number of platforms to use. As Giuseppe explained, the distribution channels are not endless. In reality there is really only three or four that are efficient.

Giuseppe then unpacked the B2B content distribution plan citing the importance of, and difference between, owned, paid and earned media.

He also advised caution in companies selecting the right KPIs as these are different along the different points of the sales process.

He also discussed how companies shouldn’t write off different platforms – perceiving them as being just B2B or B2C. For example, there is now a number of B2B companies that use tactics like Facebook Live to illustrate the human side of their business.

Finally Giuseppe went onto nail what he sees as the two most prevalent myths about B2B content.

Firstly that the ‘humans have lesser attention span than that a goldish,’ he argued that this isn’t the case and anyhow should not be used as an argument to dumb down content.

Secondly “buyers are 67% (or 57%, or 90%) of the way through the purchase journey before they want to talk to a supplier (or to sales)”

If you work in B2B marketing, you’ll have been told that buyers are either 57%, 67% or (more recently) 90% of the way through the purchase journey before they want to talk to a supplier. Giuseppe argued that the basis for at least two of these stats is actually very thin and has been so widely misrepresented.

My slide deck for the Annual Content Marketing Summit

It’s not the best content that win: it’s the best promoted content”. Content Distribution and Amplification have a critical role in Content Marketing Strategy. My presentation summarizes the steps to define a proper distribution and amplification strategy for your content, with examples and best practices from a large enterprise.  Via SlideShare.

Speaker at Content Marketing World 2017!

Long time without writing on the blog. I am just back from New England, some new things happening, unfortunately not so much time to write and share. Best news of the day: I’ve been selected to speak at next Content Marketing World , taking place in Cleveland on Sept 6-7. It’s the largest and most crowded content marketing conference of the world. I will be speaking about how to define a global content marketing strategy with examples and best practices from my company. I plan to bring testimonials or videos from the countries. It’s going to be a fantastic event and I am so happy to be “on board”!

Figaro Digital Marketing Conference

Figaro digital just published a summary of the latest digital marketing conference. And here you go.

A Practical Guide To Content Marketing Strategy For The B2B Business

B2B marketing still has some catching up to do with its content marketing strategies, right? Well, perhaps not. Giuseppe Caltabiano, VP marketing integration, Schneider Electric, dispelled that theory, explaining that a B2B content strategy can be approached with a lot of the same techniques as B2C, by considering buyer persona and efficiently mapping the content you produce. “Don’t go with an isolated approach, always be aligned with the existing brand strategy.” Just like B2C strategies, B2B marketing can have a great impact with carefully elected, “big rock” content. “More content doesn’t get more results,” says Caltabiano. Cherry-pick your best content, focus on the human element you are marketing to, and you’ll see great results.”

The last two

Last 2 public talks of the year. In total, 13 talks, one per month. And 3 podcasts, with the final recording in December, hosted by my friend Jason; this will represent a great way to close my 2016.

NewsCred’s #ThinkContent London 2016

Content Marketing Strategy for B2B and B2C enterprises

Some tweets, from yesterday’s event. Including the one where I’ve linked my full presentation.

One Year Ago

One year ago. It was November 2015 when I attended the Conference #ThinkContentLondon. NewsCred’s event in town, the third of a tour that touched NYC, San Francisco and London. I was impressed by the preparation of the speakers – I can still remember the panel discussing media and marketing convergence. Organisation was excellent and location magnificent (now closed, but so attractive for Italians). I told myself: “I’d love to be on that stage, too”.

One year later. #ThinkContentLondon 2017. Same town. Different location. I will be part of the speaker lineup. I will be on that stage.

One year. 2016 has been a busy year. I had the pleasure to meet awesome marketers – Joe Pulizzi, Jason Miller, Robert Rose, AJ Huisman, Doug KesslerBert Van Loon. With some of them I am now in contact. With others, I have established a very friendly relationship. I have seen incredible speakers on stage – Ann Handley, Michael Brenner, Andy Crestodina, Jay AcunzoRand Fishkin. I missed a few others, Pam Didner for example, for just a few minutes, last September in Cleveland.

They have inspired me. I have learned so much from all of them. I’m 48, working in marketing for more than 20 years. Yeah, it’s true. It’s never too late to learn. Education and learning are never enough. It’s just hard to find inspiring models.

I started to get on stage and talk about what I know and what I am passionate with. Marketing. M&A – Acquisitions and integrations. Content Marketing. Social Media. All things that I am used to manage every single day, together with my team. How could I talk about something I don’t know?

I attended as a speaker 10 Conferences in 2016, with 3 more to go. I moderated 2 events. All incredible events – and the best part is of course listening to all other speakers and networking with them, and I have to tell you, this is much much easier when you are a speaker too.

Going with some stats, I have been more requested in Europe. London, Amsterdam, Berlin, Dublin, Warsaw. Funny enough, I never got any single call from my home country.

But that’s OK. It is what it is. For now, just enjoying being a public speaker and trying to improve, time after time. Learning from marketers I mentioned above. At the end, it was only one year ago when I said myself: “I’d love to be on that stage, too”.