B5 2016 Melissa Hollinshead

01 Dec, 2016

Bringing Back the Best of Build Business

Melissa Hollinshead

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Read time: 2 minutes, 20 seconds

I was the lucky recipient of SMPS DC’s Build Business grant, and found myself in Philly in August for the 2016 Build Business conference, where I got to meet amazing marketers and business developers from industry firms from coast to coast and listen to and learn from fantastic speakers. One of those speakers was Tim Asimos, CPSM and Vice President and Director of Digital Innovation at circle S studio, a strategic marketing and digital design agency based in Richmond, Virginia. Tim spoke to developing the right message for the right person and delivering it at the right time, to generate the greatest impact.

Part of my responsibility as the grant recipient involved bringing back the best of Build Business to our chapter. What I heard Tim say at the conference really stuck with me, so I invited him to present to our chapter. At the end of October, Tim spoke to SMPS DC about bringing context to content for a bigger impact. Tim mentioned a few points that marketers need to keep in mind when generating content, like the fact that people are busy; therefore, content gets ignored. The average adult’s attention span is eight seconds, which is less than a goldfish. As such, what we as marketers say, show, and write, has to intersect with what our audience wants to see and hear. Tim also informed us that personalization and context is absolutely critical to reaching our target audiences.

Some aspects marketers should consider when targeting the right person could include the organization type, size, annual revenue, geographic location, project volume, method of procurement, projected client lifetime, and leadership / cultural fit. Tim reminded us to develop and utilize buyer personas, and to do that, we have to talk to buyers, including learning about their short-term, long-term, and daily goals. We have to learn what challenges they face, and how we can help our buyers solve those challenges.

To create the right message, marketers need to start engaging with buyers, by matching their interests with our expertise. Marketers need to create content with a selfless purpose that educates, informs, inspires, persuades, and/or helps. Marketers have to continuously keep in mind the question of “What’s in it for our audience?”

To determine the right time, marketers need to consider where the buyer is in their journey when generating content marketing and what formats and channels are being used; marketers have to think beyond the proposal, making touch points intentional. Tim also shared the statistic that two-thirds of B2B deals are lost before the formal RFP process even begins, illustrating the criticality of mapping content to the buyer’s journey, and managing the entire client lifecycle.

Final key points Tim left us with included changing our mindset when it comes to content marketing, and thinking differently regarding content versus context; we also need to begin with the end in mind. We shouldn’t be talking about our companies; we have to demonstrate expertise by showing it and telling it. To do that, Tim also told us to leverage the channels that make the most sense for reaching the people we are trying to reach. To deliver the right message at the right time to the right person, empathy is required - we have to have it, and we have to meet our audiences where they are.

Thanks again to Tim for a great presentation and to Kimley-Horn for hosting us for this program.

Melissa Trotman Hollinshead, SMPS DC Director of PR / Communications
Marketing Manager
HITT Contracting