THE COURSE: Discover the ZEN of B2B marketing

Discover the ZEN of B2B

MARKETING In our new digital service economy.

By AndersLindgren

Full report

The FORMULA is as powerful as it is simple.

To REACH your most likely buyers, simply be: More PRESICE More human

In your communication.

Let’s start with the

DREAM WE ALL SHARE.

What do you think is the one great dream all marketers SHARE?

We want to CAPTIVATE and REACH people with our content.

On screen and in print.

FEW GET IT all right, say experts.

54% 66% of the material marketers are developing is useless.

of content is focused more on style than substance.

– FORRESTER RESEARCH, Inc, 2012 Buyer Insights Survey.

In the old days it used to be LESS complicated.

You simply followed the marketing rule book

All you needed was communication

CRAFTSMANSHIP.

You know, the kind that puts quality over quantity.

All you needed was a solid marketing

BUDGET. And spend piles of cash on sales, cold calls, direct mails, ads and tradeshows.

Usually the leads would be pouring in.

Today,

THE BATTLE FOR ATTENTION has changed.

Through the rumble in the digital and urban media jungle, people are

BOMBARDED

with a quad zillion messages.

Never have each of us had so much CONTENT and so many offers to choose from.

It has radically changed how buyers READ, SHOP and PROCESS information.

First of all, most people DISLIKE ads.

The Communication Trends Report 2016 from Hotwire, succinctly sums it all up.

Consumers hate ads.

Display ads don’t work.

Users don’t click on banners. Full screen pop-ups elicit rage as they interrupt browsing – especially on mobiles .”

Secondly, there are all sorts of ways to BLOCK out the messages you’re sending out.

Technical devices provide people with increasingly smarter ad filters.

The result, is an explosive growth in people’s use of AD BLOCKING*.

181

It has left many advertisers in block chock.

121

54 21

YEAR

2010

30

2011

* Adobe and PageFair Ad Blocking Report 2015.

39

2012

2013

Worldwide adblock users in milllions per month on internett and mobiles.

2014

2015

BEWARE! Ad blocking is just the tip of the iceberg.

Ad blockers

Other marketing defense systems

People have also started to invoke the world’s most sophisticated NOISEFILTER.

THE MIND

People simply TUNE OUT – mentally.

And IGNORE all messages that do not immediately resonate with their needs.

If the content craze continues, people will start to invoke the ultimate defense system:

CONTENT NAUSEA. Doug Kessler, Creative Director at Velocity Partners, calls the phenomena: the ‘Content Effluent Deluge ‘ in his bright presentation: Crap.

ow.ly/kDlpN

Seth Godin ties it all together for us.

Finding new ways, more clever ways to interrupt people doesn’t work .”

– SETH GODIN, best selling marketing author and entrepreneur

In April of 2016, this book was selected by Forbes as one of six essential books every marketer should have on their shelf

Maybe it’s time to

RE-THINK MARKETING?

TURNING UP THE VOLUME and mashing up lots of content won’t work any longer.

It’s just too much noise.

News

There are too many SCREAMING to be heard at the same time.

Brands

Everyone is MASHING UP content.

No one does it better than the professionals.

Brands are becoming publishers.

Marketers are becoming editors.

Bloggers are becoming journalists Journalists are becoming click obsessed.

Everyone wants to be the new digital marketing CHEF.

Everyone cooks in the same pots: Facebook, twitter, blogs, online news‌ All serve the same menu.

Menu Paid Content Owned Content Earned Content Hijacked Content Curated Content Shared Content Sold Content

HMM! Isn’t there an old proverb: When everyone does the same thing, no one is thi‌?

NAAH! It slipped my mind..

Let’s not kid ourselves.

Reaching our most likely buyers has always been hard. In todays digial and urban media JUNGLE, it requires more finesse than ever.

With two decades of experience as marketing director, I understand how daunting the brave new digital marketing world can be.

So, I started on a quest to find the essence and ZEN of marketing.

What I created will make your marketing way more powerful.

I looked at all the best methods and tools and consolidated them into ONE FORMULA:

The MARKETING MARKSMANSHIP CODEâ„¢

It’s an easy to ADOPT and unbelievable powerful marketing formula.

So you can create top-notch content, that’s relevant to your audience and capture high quality leads.

All based on one methodology and a set of tactics.

What’s the right

FOUNDATION?

The FOUNDATION and twin pillars of the Marketing Marksmanship Code™ are: The dual aspect of the marketing discipline

REACH!

CAPTIVATE!

If you are not able to reach and captivate your most likely buyers, nothing else you do as a marketer will matter.

The FIRST QUESTION to ask yourself:

What’s the best way to reach my most likely buyers?

The SECOND QUESTION to ask yourself: What’s the best way to captivate their interest and stimulate buying?

What’s the right

MINDSET?

Most experts agree, that people who master marketing marksmanship have a special mindset.

The ESSENCE of reaching and captivating your buyers lies in four essential human skills: A CLEAR MIND A TRUSTWORTHY SOUL

A PRECISE FOCUS

A WARM HEART

The four human skills are FUNDAMENTAL.

They are the building blocks for creating true marketing magic.

1. A PRECISE FOCUS 2. A WARM HEART 3. A CLEAR MIND 4. A TRUSTWORTHY SOUL

Skill 1 deals with how to reach your buyers.

Skill 2, 3 and 4 deal with how to captivate their interest.

The skillset represents the ‘HOLY GRAIL’ of marketing.

It has withstood the test of time and odds of change.

1. A PRECISE FOCUS The 4 skill will likely always be at the core of marketing marksmanship.

2. A WARM HEART 3. A CLEAR MIND 4. A TRUSTWORTHY SOUL

When you are precise in your focus and bring together the noble energies of your heart, mind and soul, then you master the Marketing Marksmanship Code.™” – ANDERS LINDGREN, digital pioneer, PR-veteran, futurist and services marketing specialist

How to adopt the

FOUR KEY SKILLS? Let’s look at them one by one.

1 A PRESICE FOCUS Decide precisely what your business is and identify exactly who your most likely buyers are, then act resolutely to reach them.

When you decide and define precisely what your business is, a lot of other aspects‌

FALL INTO PLACE. Peter Drucker, the grandfather of marketing, placed enormous emphasis on this decision.

He viewed it as the fundamental marketing decision of any manger.

For example: Today, it makes a huge difference if a company defines itself as an oil drilling company instead of an energy provider.

See the classic video on Marketing Myopia

by Theodore Levitt: http://bit.ly/1SMiSNG

Identify your MOST LIKELY BUYERS. Zoom in on your target groups.

Who are they?

Decision makers?

Influencers?

Consumers?

How old are they?

Where do they live and work?

…

Being targeted is the secret to getting leads and sales SOARING.

SELL them exactly what they want

APPLY TARGETED MARKETING INTERACT in a way that drive more interactions.

IDENTIFY your ideal buyers

REACH them with relevant messages

A warm heart

2

Create from your heart with warmth, empathy and genuine appreciation for your buyers, then your creations will more easily reach their hearts.

Buyers shall not only understand your messages.

Make them FEEL what you try to get across.

The better your content stir people hearts, the more response you get.

To reach people’s heart, you need to have...

empathy noun | em·pa·thy | \ˈem-pә-thē\

The ability to identify with the situation and emotions of other people.

The capacity to understand what other beings are experiencing as if we were feeling it ourselves.

It’s the single most important word in marketing.

Place yourself in the BUYER’S SHOES.

The better you do it, the easier it will be to do and say the right things in your communication.

Understand every step of the

BUYER JOURNEY.

People use the product or service.

People try demos and seek proof points to compare solutions.

A stimulus sparks an interest that meets a need.

People reevaluate the purchase and share their experiences.

People decide to buy, join, sign up etc.

People ask around and go online to find out more.

Do what you can to create a seamless buying process.

3 A CLEAR MIND

Clarity of writing follows clarity of thought, so think about what you want to say, then say it as clearly as possible.

In a complex world SHORT OF TIME, buyers crave for clarity and simplicity.

You save space.

The viewer saves time.

It seldom gets boring.

When you communicate with both clarity and from the heart, you seldom need many words to captivate people.

4 A trustworthy soul Demonstrate that you can and know your stuff, share insights that is useful for your buyers and highlight customer testimonials and your credentials.

Move from selling to helping.

Give guidance.

Share insights.

Inspire people forward to greatness and a good life.

It’s the way to earn trust.

Understand that nothing builds CREDIBILITY like people advocating your offers..

That’s the power of word of mouth.

Let me illustrate: Imagine that someone wants to convince women of their skill as a lover.

THIS IS SELLING

THIS IS ADVERTISING

THIS IS ADVOCATING

GREATLOVER.COM

“I’m a great lover!”

Buy your lover now!

“He’s a great lover!”

Which tactic is most effective?

W E L C O ME

CLIENTS Apple Google Microsoft IBM VISA

AT&T Verizon Coca-Cola McDonalds Marlboro

HOT TIP! Showcase your referrals, awards and certifications in your reception area and upfront on your website. Nothing say more about your credibility.

Discover the

VITAL ELEMENT.

The Marketing Marksmanship Code™ COMPLETES Aristotle’s classical rhetorical triangle.

The worlds most influential method of persuasion.

Ethos

Pathos Logos

The formula adds the apparent, yet overlooked VITAL ELEMENT. Ethos It makes all the difference!

Pathos

Akribos It’s the Greek word for precision.

Logos

To have a precise focus is the ZEN of the Marketing Marksmanship Code™.

It gives focus to your energy and channels it in the right direction.

Without focus our efforts are easily wasted.

With focus our efforts can have tremendous

IMPACT.

To put it bluntly: It doesn’t matter how great your content is, if you don’t reach the right people –

YOU WILL FAIL!

According to experts, it’s the greatest CHALLENGE for today’s marketers.

Getting the ‘right people‘ to view the content is marketer’s greatest challenge.”

– LORI WIZDO, principal analyst, Forrester Research, Inc Mythbusting 101: Insights into the Tech Buying Journey, 2014.

Many need to take a

MENTAL SHIFT!

To adopt the mindset of the Marketing Marksmanship Code™, most of us ‘creatives‘ need to take a MENTAL SHIFT: A change in how we see and perceive the world.

Specifically, we need to fully understand the the DIGITAL REVOLUTION. How it has changed the battle for attention and people’s purchasing behavior and reading habits.

People are adapting to the revolutionary

DIGITAL RUMBLE in 7 ways

1.

2.

3.

4.

5.

6.

7.

We have become digital animals.

We try to avoid content overload.

We want things to be easy.

Everything should happen quickly.

We seek help and guidance.

We want to be seen and heard.

We trust word of mouth.

To gain more insight I recommend these books:

What’s the one key

MEASURE?

Finding a way to measure your success has always been vital.

The golden rule is: Don’t measure what you can - measure what you should.

The measure of success is NOT clicks, likes or

EYEBALLING That’s just crowd pleasing.

The measure of success is NOT advertising and design

That’s a shallow victory.

There is really only ONE KEY ISSUE and measure your management is concerned about:

To what extent does your buzz create business?

You should be able to answer the question.

TO WHAT EXTENT DO PEOPLE WHO VIEW YOUR CONTENT TURN INTO LEADS AND SALES

What’s the greatest

TAKEAWAY?

REMEMBER that marketing marksmanship is all about being:

More PRESICE More human

It’s the surefire way to hit what you want.

When you are precise in your focus and bring together the noble energies of your heart, mind and soul, then you master the Marketing Marksmanship Code.™” – ANDERS LINDGREN, digital pioneer, PR-veteran, futurist and services marketing specialist

Another related presentation.

See it on Slideshare.com http://bit.ly/1Lb6d03

Stay tuned for forthcoming presentations

The MARKETING MARKSMANSHIP CODEâ„¢ IN ACTION It will soon be published on Slideshare http://bit.ly/1Lb6d03

The magic

8 formula

Here you will learn my magic 8 formula.

ABOUT THE AUTHOR and creator of The Marketing Marksmanship Code™.

Hey, my name is Anders Lindgren.

People who know me well, will label me as a B2B services marketing specialist, digital pioneer, PR-veteran and futurist.

I have two decades of experience as a marketing and communication director for large professional services firms, primarily PwC, AT&T and Sopra Steria.

Throughout my career I have been passionate about sharing insights, and helping people and brands communicate in a way that makes them shine and stand out from the crowd.

© 2016 Anders Lindgren.

The information in this guide is copyrighted, and The Marketing Marksmanship Code™ and symbol are trademarks of Anders Lindgren.

Sharing and copying is permitted only if the information remains unchanged and licensee "Anders Lindgren" is referred to as the source.

The information can not be published in print in any media without the prior consent of the copyright holder.

• Text , design and illustrations : Anders Lindgren • Photos: © Adobe Stock, © Dreamstime • Typefaces : Myriad Pro , Myriad Pro Black and Lobster Contact: Anders Lindgren.

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