"Why Building A Brand Is The Single Best Investment You Can Make in 2018" presented by Dave Gerhardt at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...
"Why Building A Brand Is The Single Best Investment You Can Make in 2018" by Dave Gerhardt at #FlipMyFunnel 2018
1. Why Building A Brand Is The Single Best Investment You Can Make If You’re Serious About Growing Your
Business In 2018
(And How To Do It Without Hiring A Six-Figure Agency Or A Team Of “Creatives”)
Dave Gerhardt | @davegerhardt | dg@drift.com
2. #FlipMyFunnel 2018 B2B Sales and Marketing Conference @davegerhardt #FlipMyFunnel
Dave Gerhardt
VP of Marketing @ Drift
@davegerhardt
dg@drift.com
3. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
I am supposed to convince you to build a brand in 10
minutes -- buckle up.
@davegerhardt #FlipMyFunnel
4. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Three Reasons WHY You Need To Build A Brand
(And why brand will be your #1 demand gen. channel)
@davegerhardt #FlipMyFunnel
5. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Reason #1: We don’t get sold to anymore.
@davegerhardt #FlipMyFunnel
8. @davegerhardt | VP of Marketing | Drift.com
“There’s a new B2B buyer out
there—one who does not expect,
and in many cases does not want,
to deal with a salesperson until it is
time to close the deal. More than
three-quarters of all B2B purchasers
today, including both small businesses
and enterprise customers, have only
limited interaction with salespeople.”
https://www.bcg.com/publications/2017/marketing-sales-how-digital-leaders-transforming-b2b.aspx
9. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Information is free now.
So we don’t get sold to.
We BUY.
@davegerhardt #FlipMyFunnel
10. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Reason #2: There is more competition than ever.
@davegerhardt #FlipMyFunnel
11. #FlipMyFunnel 2018 B2B Sales and Marketing Conference @davegerhardt #FlipMyFunnel
April 2018
6,829 Products
12. “A brand is a company’s most important asset. A
company can’t “own” it’s facts. If the company’s facts
(speed, price, quality) are superior to the competition,
any good competitor will duplicate them or improve on
them.”
14. #FlipMyFunnel 2018 B2B Sales and Marketing Conference @davegerhardt #FlipMyFunnel
We now live in a world with INFINITE supply.
(And the rules for marketing have to change with it)
15. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Reason #3: There is more NOISE than ever.
@davegerhardt #FlipMyFunnel
16. @davegerhardt | VP of Marketing | Drift.com
Explosion Of Marketing Channels
17. @davegerhardt | VP of Marketing | Drift.com
Every company here has a blog.
Every company here is on social.
Every company here is on video.
Every company here has a podcast.
18. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
This is why BRAND needs to be the #1 channel that
drives DEMAND today.
@davegerhardt #FlipMyFunnel
19. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Good News.
1. They are real.
2. They are authentic.
3. They are human.
The best brands today have three things in common:
20. "We would pitch it by saying it's like eating
three egg whites, two dates, six almonds.”
24. The best marketers have done this for decades.
@davegerhardt | VP of Marketing | Drift.com
25.
26. “Our branding efforts are simple: tell people who we are. We don’t have to
create a fictional character like the Marlboro Man or a fake responsible caring
campaign like Chevron’s “we agree” advertising. Writing fiction is so much
more difficult than nonfiction.”
Patagonia Founder Yvon Chouinard
32. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
TO RECAP
@davegerhardt #FlipMyFunnel
Customers don’t get sold to anymore; they buy.
There is more competition than ever.
There is more noise than ever.
You only have one choice to compete: build a brand.
33. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
CTA: How can you bring more authenticity into your
marketing starting tomorrow?
@davegerhardt #FlipMyFunnel