Top 5 B-to-B Marketing Hacks

TOP 5
 B-TO-B
 MARKETING
 HACKS From my time at HubSpot, Salesforce, Microsoft, ExactTarget & G2 Crowd

Hi! I’m @ryanbonnici CMO, G2 Crowd #B2BMarketingExpo

#B2BMarketingExpo

CMO, G2 CROWD

PLEASE
 STALK ME! LinkedIn Instagram It’s not weird when 125,000+ other humans Snapchat Twitter are already doing it. Right…? @ryanbonnici @@ RR YY AA NN B B OO NN NN II CC II ## MM AA RR KK EE TT II NN G G EE XX PP OO 11 88 @@ G G 22 CC RR OO W W DD

MYMISSION: Help you increase your probability 
 of breakthrough 
 b2b sales & marketing success. @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

OLD SCHOOL vs NEW SCHOOL B2B BUYING B2B BUYING @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

THEN… Sales reps had all the control. B2B buyers had to endure numerous sales calls to learn 
 about their products & services. While b2b buyers didn’t like this, 
 they couldn’t do much about it. @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

TODAY. The buyer is in control. They have the power. And they’re able to 
 make their own decisions … often without a sales rep… @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

THE OLD PLAYBOOK
 NO LONGER WORKS %
 %
 %
 %
 97 91 20 48 sales activities
 unsubscribe from 
 direct mail is
 are on do
 are unsuccessful automated emails never opened not call lists @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

CONSUMERS NOW RELY 
 ON CUSTOMER REVIEWS Retail Travel Jobs Local B2B tech. Then Magic Now @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

WHAT Peer Experiences 50% Product ratings or reviews 49% CONTENT
 Expert opinions, reports 45% Best practices 29% DO B2B Survey Results, research 26% BUYERS Customer Case Studies 24% Product Info, features, & functions 16% SEEK How-to-guides, checklists 14% Diagnostics or assessment tools 11% ONLINE? Demos 10% Base: 1001 US and European business technology decision-makers at companies with 100+ employees Source: Using Social Media And Online Communities to Engage With B2B Tech Customers” Forester Research @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

The biggest problem with the old b2b playbook is that it fight’s for people’s attention by interrupting them. SETH GODIN (1998!) @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

TOP 5
 01 Content Marketing 3.0 B-TO-B
 02 Smarketing Alignment MARKETING
 HACKS 03 Voice of the Customer From my time at 
 04 Build a Personal Brand G2 Crowd, Microsoft,
 Salesforce & HubSpot 05 Beat your Competitors @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

B2B MKTG HACK #1 Content
 Mktg 3.0 @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

MAKE CONTENT FOR ALL STAGES 
 OF THE FUNNEL @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

THE CONTENT NEEDED 
 DEPENDS ON WHERE THE 
 PROSPECT IS IN THEIR OWN BUYERS JOURNEY @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

3 STAGES OF THE
 BUYER JOURNEY AWARENESS of a problem CONSIDERATION of options DECISION on a solution @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

AWARENESS EXAMPLE: CONSIDERATION IF I’M BUYING 
 GLASSES…? DECISION @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

AWARENESS CONSIDERATION DECISION google.com Seslicakrchne wGogolagslese osr ftoypr me eUnRL slick new glasses for men glasses that will make me look smart smart and stylish glasses for 2016 designer glasses 2015 designer glasses 2014 @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

AWARENESS CONSIDERATION DECISION https://www.misterspex.co.uk/styles-trends/glasses/trends-2016 @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

AWARENESS WHAT IF: 
 CONSIDERATION I DIDN’T KNOW I NEEDED GLASSES? DECISION Awareness content won’t work! @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

This is why you need content OUTSIDE-OF-THE-FUNNEL AWARENESS CONSIDERATION DECISION @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

AWARENESS CONSIDERATION DECISION google.com Sewhayrchdo Gi koeoegpleg oer ttitnypgeh eUaRdLaches 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 @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

AWARENESS CONSIDERATION DECISION https://www.misterspex.co.uk/advice/avoid-computer-strain-work @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

AWARENESS CONSIDERATION DECISION https://www.misterspex.co.uk/advice/avoid-computer-strain-work @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

AWARENESS CONSIDERATION DECISION https://www.misterspex.co.uk/advice/avoid-computer-strain-work @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

ADVANCED CONTENT FORMATS @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

LONG FORM BLOG POSTS ARE SO 2015 @ R Y A N B O N N I C I // # M A R K E T I N G E X P O 1 8 // @ G 2 C R O W D @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

THIS YEAR
 learn.g2crowd.com/b2b-marketing IS ALL ABOUT PILLAR PAGES As you produce more content, your older blogs will be pushed back. Hub pages help you avoid this problem. Hub pages typically have 10K words or more (& are highly evergreen). They should be super un-salesy, 
 and very helpful & educational. @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

Step 1 www.helpscout.net/customer-loyalty/ SELECTING THE TOPIC It should have high monthly search volume (ideally 100K+ per month). HelpScout do this extremely well. They’re a customer service tool, so 
 a page on Customer Loyalty works. @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

Step 2 LINK TO IT www.helpscout.net/customer-loyalty/ FROM YOUR BLOG POSTS Blog post content gets stored in chronological order - so the more posts you create, the further back in your site hierarchy your older posts are (read: this isn’t good). Hub pages should be featured prominently on your site, and allow you to spotlight top posts. @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

Step 3 www.helpscout.net/customer-loyalty/ INCLUDE A VALUE-ADD POP UP This could be to:
 - download as PDF
 - subscribe to the blog
 - or anything else…! Popular formats include:
 - low corner box
 - centre page light box @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

HOOK YOUR READER WITH YOUR HEADLINE @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

@ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

LEVERAGE THE CURIOSITY GAP Donald Trump 
 says something 
 bad, again. TOO VAGUE 
 I don’t want to click. @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

LEVERAGE THE CURIOSITY GAP Donald Trump 
 Donald Trump says 
 says something 
 “I want to build a wall bad, again. to keep people out of the USA.” TOO VAGUE 
 TOO SPECIFIC 
 I don’t want to click. I don’t need to click. @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

LEVERAGE THE CURIOSITY GAP Donald Trump 
 Donald Trump says 
 You will not believe says something 
 “I want to build a wall what Donald Trump bad, again. to keep people out of wants to do to your the USA.” family. TOO VAGUE 
 TOO SPECIFIC 
 JUST ENOUGH
 I don’t want to click. I don’t need to click. I want to click. @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

B2B MKTG HACK #2 Smarketing
 alignment @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

MISCOMMUNICATION @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

SALES REP
 SCOTT We don’t have enough leads… …and even 
 the ones we have 
 aren’t good. @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

MARKETING
 MARY We give sales 
 plenty of leads. They don’t put in 
 enough effort to 
 close deals. @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

Companies with strong sales
 and marketing alignment achieve annual
 %growth
 20 rate @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

Compared to a decline
 4%in annual
 revenue at companies with poor alignment @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

SO HOW DO WE TAKE OUR RELATIONS
 FROM 2009 VMA STATUS… @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

TO LOOKING MORE LIKE 2016 GRAMMY'S? @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

WE’VE GOT TO START COLLABORATING MORE! @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

SALES+MARKETING= SMARKETING @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

HOW TO BE A SMARKETER? 01 02 03 Common
 Setting up
 Utilizing 
 language the process tools @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

WHAT
 Nurture
 Follow-up
 CONSTITUTES
 interest in < 24 hrs A MARKETING
 Fit QUALIFIED
 LEAD? (MQL) Avoid Take
 orders A great fit lead with 
 high level of interest. Interest @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

DEFINE
 Prospect/Visitor YOUR
 Lead LIFECYCLE 
 Customer STAGES AND AGREE ON THOSE 
 DEFINITIONS WITH SALES! @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

DEFINE
 PrProossppeecctt // VVisiistiotor r YOUR
 LeadLead LIFECYCLE 
 CuMQstomeL r STAGES SQL AND AGREE ON THOSE 
 Opportunity DEFINITIONS WITH SALES! Customer @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

A contract between a service provider and the end user SLA that defines the Service Level Agreement level of service expected from the service provider @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

MARKETING
 SALES TO
 TO SALES MARKETING Number and quality of 
 Speed and depth 
 leads / MQLs / revenue % of lead follow-up that 
 required to hit company goals makes economic sense @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

MARKETING
 SALES TO
 TO SALES MARKETING Number and quality of 
 Speed and depth 
 leads / MQLs / revenue % of lead follow-up that 
 required to hit company goals makes economic sense @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

STEP
 1 Determine
 Business
 Growth BUILDING 
 SMARKETING
 ALIGNMENT @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

STEP
 STEP
 2 1 Determine
 Calculate
 Business
 the Marketing Growth Side BUILDING 
 SMARKETING
 ALIGNMENT @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

STEP
 STEP
 2 1 Determine
 Calculate
 Business
 the Marketing Growth Side BUILDING 
 SMARKETING
 ALIGNMENT Calculate
 STEP
 the Sales
 3 Side @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

STEP
 STEP
 2 1 Determine
 Calculate
 Business
 the Marketing Growth Side BUILDING 
 SMARKETING
 ALIGNMENT Calculate
 STEP
 the Sales
 3 Side Setup Marketing SLA Reporting STEP
 4 @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

STEP
 STEP
 2 1 Determine
 Calculate
 Business
 the Marketing Growth Side BUILDING 
 Set up 
 SMARKETING
 Sales SLA ALIGNMENT Calculate
 STEP
 Reporting the Sales
 3 STEP
 Side 5 Setup Marketing SLA Reporting STEP
 4 @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

STEP
 1 DETERMINE BUILDING 
 SMARKETING
 ALIGNMENT BUSINESS GROWTH NEW 
 REVENUE GOAL = AVERAGE 
 # OF 
 SALES PRICE CUSTOMERS @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

STEP
 2 CALCULATE THE BUILDING 
 SMARKETING
 ALIGNMENT MARKETING SIDE NEW 
 CUSTOMERS GOAL = LEAD/MQL TO 
 LEAD/MQL
 CUSTOMER CLOSE % GOAL @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

Visitors: 20,000 REVERSE-
 6,000 - Subscribers 30% Conversion Rate ENGINEER
 YOUR
 FUNNEL @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

Visitors: 20,000 REVERSE-
 6,000 - Subscribers ENGINEER
 2,400 - Leads 40% Subscriber-to-Lead YOUR
 FUNNEL @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

Visitors: 20,000 REVERSE-
 6,000 - Subscribers ENGINEER
 2,400 - Leads YOUR
 FUNNEL 1,800 - MQLs 45% Lead-to-MQL @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

Visitors: 20,000 REVERSE-
 6,000 - Subscribers ENGINEER
 2,400 - Leads YOUR
 FUNNEL 1,800 - MQLs Customers: 162 15% MQL-to-Customer @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

Visitors: 20,000 REVERSE-
 6,000 - Subscribers 162
 ENGINEER
 CUSTOMERS
 YOUR
 2,400 - Leads REQUIRES
 20,000
 FUNNEL 1,800 - MQLs VISITS Customers: 162 15% MQL-to-Customer @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

BUILDING 
 CALCULATE THE SMARKETING
 ALIGNMENT STEP
 3 SALES SIDE # OF 
 # OF 
 MEETINGS CALLS THE # OF SALES ACTIVITIES REQUIRED TO CLOSE 
 ENOUGH CUSTOMERS (EMAILS, CALLS, MEETINGS) @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

BUILDING 
 SET UP MARKETING SMARKETING
 ALIGNMENT SLA REPORTING STEP
 4 LEADS Lead / MQL goal DAYS @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

BUILDING 
 SET UP SALES 
 STEP
 SMARKETING
 5 ALIGNMENT SLA REPORTING Days Average days for 
 sales to follow up 
 on Leads / MQLs JUL AUG SEP @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

QUICK SMARKETINGHACKS @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

AUTOMATED PRICING PAGE From: Ryan Bonnici FOLLOW-UPS Subject: Re: can I help with anything? Hi Peter, Auto-sent to ‘known’ contacts Since you just viewed our pricing page, I wanted to shoot you a quick note to see that meet HQ criteria. how I could help you in your evaluation process. Should be sent within 
 Our marketing solutions can help you: 30 mins of visiting your pricing 
 - Influence 1.5M active software buyers
 - Help your sales team accelerate deals
 page (or any other HQ behavior). - Close more customers, + reduce churn Click here to talk to a G2 consultant, or These emails have a
 email me back if you have a question. 25% email-to-meeting-booked 
 Cheers,
 rate - crazy right!?! Ryan CMO | G2 Crowd
 [email protected] @@ RR YY AA NN B B OO NN NN II CC II ## MM AA RR KK EE TT II NN G G EE XX PP OO 11 88 @@ G G 22 CC RR OO W W DD

PRICING PAGE Hey Matt Lazares, NOTIFICATION Your lead just viewed the pricing page, and we sent them our standard pricing page email. If you don’t hear back from them in the next 24 hours, you might want to follow up with them! I’ve also included some resources below you can use for following up with your lead. EMAILS Name: Arun Mathew Job Title: Partner at Accel Company: Accel Phone: XX.XXXX.XXXX First Conversion: XXXXX Date: XX/XX/XXXX # Visits: 35 # Page Views: 235 Here are the best product marketing resources we recommend Auto-sent to Account Owner 
 for follow up with Arun Matthews: 
 PUBLIC CONTENT (for emailing): INTERNAL CONTENT (for discussing): as defined by your CRM • Product Reviews on G2 Crowd • G2 Marketing Solutions - Overview Deck (Jan 2018) • [PR] The New York Times Article on G2 Crowd • G2 Features - Organized by Persona (Feb 2018) • [Ebook] How To Run A Review Campaign 
 Any questions? Shoot us a note! Otherwise, Happy selling!
 G2 Product Marketing & Sales Enablement Team
 These should be sent quickly
 to ensure immediate follow up They can also be sent to 
 sales, even if an email 
 wasn’t sent to the prospect. @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

B2B MKTG HACK #3 Voice of the
 customer @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

POWER OF THE
 CUSTOMER VOICE Transparent Peer Reviews Changing the Game % Peer
 % Word
 % Online
 % Purchasing 53 influence
 48 of mouth
 85 reviews
 84 choices
 of tech buyers 
 of tech buyers 
 of tech buyers 
 of Americans 
 rely on peer report that word of read up to 10 say online reviews recommendations. mouth from peers online reviews influence their frequently changes before making 
 purchasing their business a purchase. decisions. priorities. G2 Crowd is on the cutting edge of the transparency movement – shining a light on software purchases via a platform for modern buyers to interact with peers in an insightful and relevant way. @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

But… % %* 99 Tech Buyers rely 
 60 Tech Marketers are 
 on reviews in their 
 focused on making 
 decision process reviews a priority *Spiceworks: Tech Marketers are from Mars, IT Pros are from Venus @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

SMART B2B COMPANIES USE REVIEWS TO ACCELERATE THEIR SALES FUNNEL Branding / Awareness Nurture Prospects Close Deals Customer Advocacy @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

FOURFOR A STRONG WORD-OF-MOUTH MARKETING TIPSSTRATEGY @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

Tip #1 BUILD ASKING FOR
 CUSTOMER REVIEWS 
 INTO YOUR CUSTOMER 
 CARE PROCESS @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

GET
 REVIEWS @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

Tip #2 EMBRACE 
 NEGATIVE 
 REVIEWS % Suspect reviews 
 95 are fraudulent 
 if not balanced @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

THE
 Response from qTest POSITIVE
 Response from qTest May 16, 2016 08:08 AM CDT Hi Peter, OF A
 Thank you so much for taking the time to review qTest. We are sorry that you have not had the best experience with qTest. However, even though you rated us 2 / 5 stars, we are thankful that your QA team has had a NEGATIVE
 positive experience. Please contact your customer success representative as we would like to make sure we have communicated any best practices around the install. Since you are not a main user of qTest, we want to make sure that you have a good experience when you need to make any updates for the REVIEW server version for your QA team. We would like to address this and any other negative experiences you have had right away. of buyers who seek out Please contact [email protected] and a customer success representative will respond. %negative reviews are All the best, 67 more likely to convert a The QASymphony Team purchase than an QASymphony | Create Better Software average consumer - Revoo @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

Tip #3 RESPOND 
 TO REVIEWS @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

LISTEN & RESPOND @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

TAKE ACTION! Detractors Neutral Promoters • Respond publicly • Find ways to get them more • Thank them for their review • Work with the CSM to 
 engaged with your business • Ensure they are part of your 
 personalize outreach to 
 • Listen to their feedback advocacy program address customers’ issues • Share best practices with them • Reach out for additional asks 
 • Pass feedback to internal teams 
 (case studies, reference calls, 
 (product, support, legal, etc.) speaking opportunities) • Follow up swiftly to ensure 
 • Thank them with a personal note 
 issues have been addressed and thoughtful gifts @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

Awareness Tip #4 USE REVIEWS 
 Demand ACROSS YOUR 
 Influence ENTIRE FUNNEL Close Improve @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

PHASE 1 PHASE 2 PHASE 3 Brand Engage Content Close Research Premium Profiles Buyer Intent Grid Reports Compare Reports Premium profiles Review Campaigns Lead Capture Infographics Customer References Premium profiles @@ RR Y Y AA N B O N N I C N B O N N I C I I // ## M AM A R K E R K E TT I I N N G G EE X P X P O 1 O 1 8 8 // @@ GG 22 CC RR OO W W DD

G2 CROWD VS COMPETITORS # of Reviews Time on Site Bounce Rate # of Products # of Categories 350,000 3:16 54.1 42,919 996 250,000* 2:00 68.3 32,000+ 561 250,000* 1:46 60.9 7,000 486 250,000* 3:05 68.3 1,600+ 460 29,212 2:20 65.1 10,594 366 13,975 2:21 60.4 4,000+ 453 @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

B2B MKTG HACK #4 Personal
 brand @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

CONTENT MARKETING LONG 
 TERM GAME. @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

STRONG PERSONAL BRAND
 ACCELERATES WORK BRAND. @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

Start small, and then work your way up! TIER 3 Three steps to growing your agency without destroying its soul Business Insider AU – Sep 30, 2016 12 marketing tips for the 12 days 
 of Christmas Marketing Magazine – Dec 19, 2015 5 ways to think differently 
 about hiring MuMbrella – May 17, 2014 Three steps to growing your agency without destroying its soul AdNews – Jan 11, 2013 @@ RR YY AA NN B B OO NN NN II CC II ## MM AA RR KK EE TT II NN G G EE XX PP OO 11 88 @@ G G 22 CC RR OO W W DD

Start small, and then work your way up! TIER 3 TIER 2 Three steps to growing your agency without destroying its soul Business Insider AU – Sep 30, 2016 12 marketing tips for the 12 days 
 of Christmas Marketing Magazine – Dec 19, 2015 5 ways to think differently 
 about hiring MuMbrella – May 17, 2014 Three steps to growing your agency without destroying its soul AdNews – Jan 11, 2013 @@ RR YY AA NN B B OO NN NN II CC II ## MM AA RR KK EE TT II NN G G EE XX PP OO 11 88 @@ G G 22 CC RR OO W W DD

Start small, and then work your way up! TIER 3 TIER 2 TIER 1 Three steps to growing your agency without destroying its soul Business Insider AU – Sep 30, 2016 12 marketing tips for the 12 days 
 of Christmas Marketing Magazine – Dec 19, 2015 5 ways to think differently 
 about hiring MuMbrella – May 17, 2014 Three steps to growing your agency without destroying its soul AdNews – Jan 11, 2013 @@ RR YY AA NN B B OO NN NN II CC II ## MM AA RR KK EE TT II NN G G EE XX PP OO 11 88 @@ G G 22 CC RR OO W W DD

HOW TO DEVELOP A STRONG PERSONAL BRAND? @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

THE BASICS You’ll need to: Have a unique point of view. Be willing to share your ideas freely. Be able to connect with others. Be visible on social media. @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

Step 1 BUILD YOUR REPUTATION Create content for your own blog, 
 your company blog…for anyone really! Showcase your expertise online, 
 be active in the industry / community. Link to your best profile from every other profile (eg. Twitter → Linkedin) @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

Step 2 DO YOUR RESEARCH Decide on your target publications. Review their editorial team and find an editor that writes about your industry. Write a guest post for them that is related to their areas of interest. @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

Step 3 START YOUR To: Mr/Mrs Editor Subject: Re: [name of new article they published] OUTREACH Hi [First Name], Loved your recent article on [article topic], especially your angle around how [reflect on interesting point from article] - I thought that was a really smart way to think about it. I wanted to connect as I’m a guest Email editor + include your post. contributor for [publication name], [publication name] and [publication name]. I was going to send the below new article I just wrote to one of them as usual, but I thought it might be more aligned to your Keep it short – the more you write, 
 audience. Let me know what you think, and if you’d the less they will read. like to use it. Feel free to edit it / adjust it as you see fit. Mention another blog you write for. Talk soon, Ryan Give a deadline to drive action. [copy & paste article here, + your pic & bio] @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

Step 4 FOLLOW UP ON From: Ryan Bonnici Subject: Re: [name of new article they published] YOUR OUTREACH Hi [First Name] - any update on the below? It’s totally fine if you’re not interested. Please just let me know before the end of the day since if not, I’ll share it with Reply to the initial email 2 days later 
 [competitive publication] instead. If you could let me know before the end of the week, that would be much appreciated. if no reply (this is pretty standard). And again, feel free to edit as you see fit, since you know your audience better than I do. Mention a competitive publication 
 Thanks — that you will send to if not them. Hi [First Name], Loved your recent article on [article topic], especially your angle around how [reflect on interesting point from article] - I thought 80% of the time the editor will reply that was a really smart way to think about it. within 2 hrs & give a ‘going live’ date. I wanted to connect as I’m a guest contributor for [publication name], @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

B2B MKTG HACK #5 Beat your
 competitors @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

HACK YOUR COMPETITORS @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

SHARING
 ANALYSIS Your competitors are sharing content on many different networks. BuzzSumo is a great free tool 
 to help you understand where 
 their audience is most active. @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

SHARING
 ANALYSIS But is shares the best we can get? Definitely not. Most businesses care more about site visitors & leads. @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

LINK-CLICK
 ANALYSIS Facebook was the most popular network people used for sharing 
 Hillary Clinton related content. Lets analyze what her campaign 
 team recently posted on her page… @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

How to: SHORT-LINK 
 CLICK 
 ANALYSIS 01 Find a piece of content
 shared with a short URL. @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

How to: SHORT-LINK 
 CLICK 
 ANALYSIS 01 Find a piece of content
 shared with a short URL. 02 Paste it into a browser 
 and add a “+” to the end. @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

How to: SHORT-LINK 
 CLICK 
 ANALYSIS 01 Find a piece of content
 shared with a short URL. 02 Paste it into a browser 
 and add a “+” to the end. 03 View the link-click 
 analytics of the sharer. @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

Use Snip.ly and steal borrow 
 OTHER PEOPLE’S CONTENT @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

CONTENT
 THEFT FAQ 01 Use BuzzSumo & find great content 02 Wrap link in your Snip.ly shortener 03 Share the link with your own CTA 04 Generate traffic back to your site 05 AB test different links and headlines @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

Use FollowerWonk to schedule social updates when your followers are WHEN YOUR FOLLOWERS ARE THEIR MOST ACTIVE @ R Y A N B O N N I C I // # M A R K E T I N G E X P O 1 8 // @ G 2 C R O W D @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

Finding email
 addresses has
 never been SO EASY @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

Have news 
 worthy content? HEY PRESS! @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

PUTTING IT ALL TOGETHER 01 02 03 04 05 Content
 Smarketing
 Voice of the
 Personal
 Beat your
 Mktg 3.0 alignment customer brand competitors @ R Y A N B O N N I C I # M A R K E T I N G E X P O 1 8 @ G 2 C R O W D

THANKS! #MARKETINGEXPO18 PS: I really love open
 discussion and debate. Let’s connect
 @ryanbonnici Slide design by: