the rise of the b2b blockbuster

The Rise of TheB2B BLOCKBUSTER

The current approach to B2B marketing is

broken

Marketers Are Trying To Imitate NewspapersJournalism is hard to scale and not profitable --- it’s a bad business model

We believe there’s a better marketing model

for B2B

We call it…B2B Blockbusters

Blockbusters Are The New Way To Monetize ContentFor a leading indicator, check out Disney’s content calendar

S U M M E R2 0 1 5

FA L L2 0 1 5

W I N T E R2 0 1 5

S P R I N G2 0 1 6

S U M M E R2 0 1 6

FA L L2 0 1 6

W I N T E R2 0 1 6

S P R I N G2 0 1 7

S U M M E R2 0 1 7

Their Value Flows From Their ExtensibilityIt allows brands to monetize multiple channels with the same IP

Blockbusters Both Build Brand & Drive LeadsBig bets deliver big returns – our blockbuster has delivered 18,000% ROI

MQLNO YES REVENUESALESNURTURE

NO

BLOCKBUSTER

Blockbusters solve many marketer’s biggest problems

1 They’re Easier: You’re focusing on fewer things

2 They’re Higher Quality: Fewer things can be done better

3 They’re More Effective: Better things breakthrough

4 They’re Sustainable: You can market them year after year

That’s why we’re investing in“Blockbusters-As-A-Service”

M E A S U R E M E N T

D I S T R I B U T I O N

C R E A T I V E

A U D I E N C E

We’ll Use Our Data To Build Your Client’s BlockbusterWith a proprietary full-service solution

Audience Insights1

We Start By Identifying The Right BuyersUsing our LinkedIn Insights Tag to create propensity models

100 MMBDM’s Sphereof Influence

27 MBDMs

10 MCXOs

Then We Analyze Their Topical InterestsLeveraging LinkedIn’s data to determine which topics are ownable

Series1

0%

2%

4%

6%

8%

10%

12%

14%

16%

CXO

Shar

e of

US

Enga

gem

ent

Business IntelligenceAll

Offshore DrillingClimate Change

ReservesEnergy Efficieny

Energy ConservationRenewable Energy

Sustainable EnergySmart Metering

Smart GridEnergy Audits

Oil & Energy EngagementClicks + Likes + Comments +

Shares

Creative Strategy2

Your Blockbuster Will Consist of Four Key ElementsThis is a framework that connects content strategy to business strategy

MISSION

BUSINESS L INE

BLOCKBUSTER

1OriginalInsights

2TouchPoints

3 Brand

Characters

4SocialFirst

B2B MARKETING

SOPHIST ICATED GUIDE

PERSONAL F INANCE

THE STOCK OF YOU

SUCCESS AMBITION

THE STOCK OF YOU

1. Blockbusters Are Based On Original InsightsThese can be developed by in-house SMEs or via a third party

2. Blockbusters Must Be Designed For Social FirstInsights must come to life in the feed, not on a site or in a PDF

3. Blockbusters Should Enable Touchpoint ConsistencyA unified experience across all channels improves recall + consideration.

4. Blockbusters Should Feature Brand CharactersPeople trust people more than faceless corporations

Distribution Tactics3

Here’s Our Distribution Framework For BlockbustersA properly distributed blockbuster consists of four key elements

MISSION

BUSINESS L INE

BLOCKBUSTER

1.Native

Formats

2.TargetedReach

3. Always

On

4.60/40Rule

MISSION

BUSINESS L INE

BLOCKBUSTER

1.Native

Formats

2.Targeted

Reach

3. Always

On

4.60/40Rule

MISSION

BUSINESS L INE

BLOCKBUSTER

1.Native

Formats

2.TargetedReach

3. Always

On

4.60/40Rule

1. Blockbusters Are Delivered Via Native FormatsOur data can power personalized, sequential messaging

2. Blockbusters Should Reach The Entire CommitteeForget about precision targeting, optimize for relevant reach

TARGETED BUYER

Junior Decision Makers

Extended Buying Committee

2. Blockbusters Should Reach The Entire CommitteeForget about precision targeting, optimize for relevant reach

SUCCESS

TARGETING

B2B MARKET ING

TECH TRENDS

TARGET ING

TALENT

TECH TRENDS

TARGET ING

SALES

TECH TRENDS

TARGET ING

RUN OF PROFESSIONAL

MARKET ING HR SALES

3. Blockbusters Should Obey The 60/40 RuleBlend lead-gen into your brand-building efforts

“Investment in long-term brand and

trust building, combined with short term brand activations to reap the sales benefits of those

investments”

60/40 RULE

4. Blockbusters Fuel Always-On MarketingIt’s the best way to minimize costs and maximize recall

Spend

CTR

7+ Impressions for Ad Recall

Holistic Measurement4

Measure Quality Reach With Audience ValidationDid our blockbuster reach our most valuable buyers?

$17.19

$39.04$45.30

$78.33 $82.83$92.25

$113.78

Effective Cost per Supervisor + SMB Impression

Measure Quality Impact With Brand ResearchDid our blockbuster establish our brand as an expert on this topic?

Measure Quality Sales With Closed-Loop AttributionHow much revenue did our blockbuster-acquired leads drive?

01

02

03

04

Marketing Qualified Lead

SalesQualified Lead

Cost Per Lead

Revenue