Sales is King Podcast: 153 Why B2B Marketing Is Coming Up Short with Michelle Killebrew

Published on Dan Sixsmith’s Sales is King podcast on March 25, 2024

B2B marketing is under fire(again). IBM alum, Ted Talk(er), and CMO, Michelle Killebrew is back on SIK!

00:00:30 (Michelle'a Career Summary) Guest discusses her roles at CA Technologies, Broadcom, PwC, and NTT Limited, detailing her experiences and challenges.

00:05:13 (Evolution of CMO Role) Discussion about the evolving role of the CMO in the post-pandemic world, emphasizing the need for AI knowledge and performance measurement.

00:11:26 (Focus on Customer Success) Focus on the importance of customer success, the shift in demand from new logos to current customer base, and the role of customer success in revenue growth

00:16:51 (Breaking Through B2B Marketing Noise) Addressing the challenges of breaking through the clutter in B2B marketing, the demand for personalized experiences, and the need for authenticity.

00:22:06 (Future of Remote Work) Discussion on the future of remote work, emphasizing the need for intentional gatherings and the importance of personal relationships in remote working environments. Discussion about the challenges and changes in the role of the Chief Marketing Officer in the tech and marketing industry.

Challenges of B2B marketing (00:26:43) Exploration of the declining quota attainment and the impact of market consolidation on sales cycles in the B2B sales arena.

Impact of the pandemic on marketing strategies (00:29:10) Analysis of the macroeconomic conditions and the changing dynamics of buying behavior in the B2B market due to the pandemic.

The future of remote work (00:30:23) Discussion on the impact of remote work on sales and marketing teams, and the challenges of rebuilding institutional knowledge and relationships.

The evolving relationship between sales and marketing (00:31:53) Insights into the changing dynamics of sales and marketing operations, resource allocation, and the increasing complexity of the buying committee.

The role of AI in marketing (00:35:37) Exploration of the potential of AI in marketing, including its impact on team collaboration, optimization, and its role in operationalizing revenue flow.

The CMO's position in the C-suite (00:39:47) Analysis of the position of the Chief Marketing Officer in the C-suite and the challenges in contextualizing marketing impact in business language.

Marketing accountability and business outcomes (00:44:32) Discussion on the accountability of marketing for profitable growth and the challenges in predicting ROI accurately.

Surprising Lessons from IBM in Successful B2B Content Marketing

Michelle Killebrew Sheds Light on Why Business Customers Crave Engaging Content

Published in the Content Insight Blog on September 11, 2014.

Selling candy, appliances, or fast food can involve rapid-fire, high volume social media campaigns driven by the latest trends in website, mobile, and social content. By contrast, B2B products and sales cycles appear bland. Yet, B2B customers and prospects are people, too. Shouldn’t the same B2C engagement principles apply to B2B content marketing?

Michelle Killebrew

Michelle Killebrew answers with a resounding “Yes!” However, she points out that leveraging those trends requires a granular understanding of your audiences. Once you understand what content your audience craves, Killebrew says you then know what content they will view, share, and use to eventually buy your product or service.

In this interview, Killebrew offers plenty of insights about IBM’s successful Rethink Business campaign that highlight the importance of audience analysis, effective translation of B2C marketing techniques into the world of B2B content marketing, and measuring success.

Many trends seem to blaze like wildfire through the B2C marketing world but sometimes lag with B2B content marketing. How do you leverage content marketing trends in video or social media to help engage a B2B audience?

B2B marketers need to remember that they sell to people, and they need to engage with those people. It’s easy to look at B2C marketing from a transaction viewpoint as if any of those trends don’t apply to B2B’s longer sales cycles. However, much of the B2B sales cycle leverages an engagement strategy before the prospect passes over to sales. B2B marketers are starting to see that the sales cycle begins with that initial engagement—and what captivates and engages B2C audiences can also apply to a B2B audience. To leverage B2C trends for B2B content marketing, put yourself into the shoes of your target audience, understand their challenges, and build a campaign around those insights.

People crave different content depending on their role. How did you go about segmenting and differentiating content for different roles and audiences for the new IBM Rethink Business website?

We focused on a roles-based messaging approach and really rolled up our sleeves to get in-depth and in touch with each of our target audiences. When creating a digital campaign, we not only look at different content and messaging for various roles but also take look and feel, usability, and interaction into consideration. For example, digital marketers want a slick, engaging, visually-rich, and high impact experience. They’re upheld to that kind of standard in their roles, and they want to learn how to up their game as digital marketers by seeing us practice the digital marketing best practices that we preach. On the other hand, IT professionals feel that slick websites lack credibility. They don’t like marketers marketing to them, and they prefer to hear from other IT professionals. That’s why it’s important to not only consider the content you create but also the experience around that content.

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IBM’s Rethink Business page focuses on a roles-based messaging approach.

What particularly made your social content successful with a B2B audience? What ingredients worked that you feel others can use too?

Peer to peer sharing worked especially well for our social content. People like sharing content to their network with a click. For example, when people come to our website and engage with our content, we include visually appealing, sharable facts and data. Sharing this social content shows them off as thought leaders to their networks. For us, we bring their social traffic back to our site. Also, our overall social plan ties into different pieces of content. We might feature a blog post about a webinar that encourages people to participate, and that post offers links back to our main website where people can engage with more content. Or when we post something like an analyst report, we’ll blog about that content and push it out through our social media channels to bring people back to the site. And don’t forget Facebook! I’m surprised how often B2B audiences use it, and B2B marketers should not ignore that platform.

When you sell technology solutions, there’s always a risk of delivering dry technical content that falls flat. How do you avoid this pitfall and engage audiences?

Know where your audience is in their buyer journey. Our campaign primarily intended to capture and captivate new audiences. As users go through their buyer journey, our intention is not to go too deep on that “first date.” Opportunities will exist later to drive your audience toward deeper content as they journey further into the funnel. They may not be ready for a sales engagement, so we don’t overwhelm them with too much technical content out of the gate. Instead, we speak to their business pains, why our services matter, and how other people solve similar problems through sharing case studies and peer-to-peer examples.

How did you measure the success of your campaign? And what was the indicator or visible turning point when you felt a sigh of relief and knew that it all worked?

Given part of our portfolio—and my pre-acquisition legacy—we leverage IBM Digital Analytics (formerly Coremetrics) to analyze and optimize the digital experience. Obviously, we measure page views, conversions, and how people interact with our content (such as the number of video views). During a campaign several years ago (before Coremetrics was acquired), we included an interactive feature where a user needed to click something in order for a video to pop up. We noticed by looking at our metrics that only a small fraction of the visitors looked at it and took an action. In response, we made our call to action more visible so that more people saw the video. Because the video formed a significant investment as part of the total campaign cost, we used metrics to make sure we fixed any engagement problems and ultimately ensured that the video was a valuable part of the user’s experience. We had to rearchitect and reengineer the technology serving up that user experience, but by taking the time to collect analytics, look at the interaction experience, and then act on our evaluation, we increased the sophistication of our user experience.

From a user flow data collection perspective, we collect user information in a relatively short form. After that, we cookie the user. They fill out the form once, but on the backend the user submits an invisible form for each piece of content they interact with. When I pull up John Smith, I can see that he downloaded whitepaper A and webinar B. I know exactly what he likes. The person isn’t bothered with multiple forms, but I can see a user’s interaction and behavior within the site to see what’s working and not working with our content. Additionally, we can leverage those cookies for retargeting with IBM Digital Data Exchange (DDX). That helps leverage the behavioral insights gained from on-site interactions and syndicates it out to demand-side platforms (DSPs) and networks across multiple online publishers.

As Killebrew points out, your B2B campaign can absolutely leverage B2C marketing techniques IF you keep the following in mind:

• Remember that you’re selling to people. B2B products may seem more complicated and technical than most B2C products, but you still need to captivate and interest people.
• Deeply learn about each of your audiences. You may need to design different content and user experiences for different customer segments
• Evaluate your content, and then act upon your evaluation. Make changes when you realize what’s not working in order to maximize your marketing and content investments.

Read more about IBM’s Rethink Business campaign.

To see the end result of IBM’s campaign, visit IBM’s Rethink Business page.

Using Social Media for B2B Lead Generation: Webtrends and IBM

Published on Nov 13, 2013

Michelle Killibrew, Program Director, Strategy & Solutions, Social Business, IBM and John Lee, Manager, Brand & Social Marketing, Webtrends discuss some highlights from their session on B2B lead generation through social media.

Only 15% of CMOs say they can quantify social ROI. That's even with 90% of brands saying they measure social engagement. But B2B social isn't a mystery - and new metrics/tactics show why. Attend this session to discover:

How IBM had integrated and applied Smarter Marketing best practices into the design of the Rethink Business Campaign, and how IBM Digital Analytics and Digital Data Exchange (DDX) are architected into the lead flow strategy.

How Social Media is integral to the campaign - woven into every customer touch point.
Specific lead gen best practices for Twitter, FB, LinkedIn and SlideShare, and how and when to use each one.

Paid vs. organic social tactics. B2B social lead gen requires a delicate balance of performance vs. organic marketing. How/when to use each and why.
Integration with the B2B marketing machine. Social lead gen requires tight integration with marketing automation, analytics and email marketing. How/when to tie each and why.

Stay tuned for more from SES Chicago 2013!

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