Innovative B2B/B2Dev Tech Marketing Strategies for SMBs and Enterprises

David Kirkdorffer Marketing: 25+ years of B2B / B2Dev Tech marketing experience at start-ups & publicly traded companies; targeting IT and LOB buyers in SMBs / Enterprise. I help guide teams and activities toward new ways to increase market awareness and opportunity creation. 1. 1. Demand Generation / Growth Marketing Demand Generation / Growth Marketing- Connective tissue between Sales, Product and Marketing to build marketing programs, systems and metrics for more Sales Opportunities. 2. 2. ICP / Persona Definition & Messaging ICP / Persona Definition & Messaging - Determining the right target and right messages to optimize success. 3. 3. Sales Enablement & Content Planning Sales Enablement & Content Planning- Building the content needed to accelerate Buyer activations Helped fuel four acquisitions and one public offering. Experience helping EU companies expand into North America. Linkedin Profile

Content Strategy Breakdown Distribute value content where prospects already go, to attract their curiosity and website conversions. Create Demand: Evangelize the Category to our ICP: With an Intent to Educate, Inform, Inspire & Entertain This drives positive brand affinity and curiosity in our company and solution Curiosity attracts web-traffic Web-traffic drives exposure to our solutions If our website has prospect-focused language/market fit and answers key buyer questions Exposure drives ICP education, understanding, differentiated value, fit Educated ICP prospects self-select and make Contact Us & Demo Requests How: Provide Value Content That s Also Fun! (Self-Created or 3rd Party) Content that people want to keep Content that people learn from, get ideas from, and are inspired by Content that helps explain how we are different; how what we do helps them succeed on the KPIs they care about Where: Make The Same Content Available Where Our Prospects Already Are Social Channels: LinkedIn, Facebook, Instagram, TikTok, YouTube, Reddit, Spotify Online properties (various websites focused on our ICP and target verticals) Industry Associations, User-Groups, and Communities (where our ICP / buyer personas congregate and learn) Through Key Influencers within our ecosystem / industry Roadshows / Events Website David Kirkdorffer Q2 2023 2

The Buyers Pyramid Create & Capture Demand Programs 3% The 3% are in active purchasing cycles. Ready to Purchase Capture Demand SEO, Google Ads/PPC The 7% begin to feel the need to address a situation. Can become part of the 3% if given information that inspires urgency. 7% - Open to Buying (but not actively looking) Create Demand Digital Social Content Platforms Events Webinars Communities Retargeting Nurture 30% - Not Thinking About It (but could become interested) The next 60% can become Open to Buying if they learn something that upsets their status quo. 30% - Think they re Satisfied with existing solution (but can be swayed) Educate Inform Inspire Entertain 30% - Completely Uninterested Capture - Wait for people to search for something. Create - Proactively reach people in places they already hang-out to educate, inform, inspire and entertain them to drive purchase intent. The Chet Holmes Buyers Pyramid Explained David Kirkdorffer Q2 2023

Educate, Inform, Inspire, Entertain Educate and Inform Help buyers understand what it is and how it works, and how it's different in terms that they can relate to and understand. Inspire Help buyers FEEL the new "what s possible" that it offers would make them successful! a) addressing a problem they have, and/or b) attaining a desired outcome they covet so they re *moved to action*. Entertain Make buyers "learning about you" process enjoyable and fun. Indeed, the quality of how easy and fun it is to learn about you can become a strategic differentiator itself! Getting inspire right is the hardest part. David Kirkdorffer Q2 2023 4

Quality Content Drives Quality Programs Content = Interesting, Educational & Insightful ABM Targeting Key Accounts Prospects: Awareness, Account Penetration (Land) Customers: Cross-sell / Upsell (Expand) Digital / Social Paid & Organic SEO, Google Ads/PPC; LinkedIn, FB, YouTube pre- roll; Instagram; TikTok Publications & Associations & Influencers Leveraging their audiences to raise awareness of your company in the market. Key Face-to-Face & Virtual Events Webinars / Roundtables Smaller & local is better if we can find them. Our content is how prospects become curious about us and judge us David Kirkdorffer Q2 2023 5

Review & Classify Content Focused on What Gives Customers Confidence. Discover your information gaps and content needs. Buyers Journey The Four Confidences Example Content 3rd-party reports about the category Category description overviews Informative content free of sales/brand mentions: papers, blogs, podcasts, explainers Is this the right category of solution to address our situation? Awareness 3rd-party reports about the vendor Comparative reviews that highlight differences Customer reviews on Trust Radius, G2, Capterra, Gartner Peer Insights, IT Central Station, Clutch.co, etc. Use-case stories from successful customers Use-case explainer videos Pre-recorded, and custom, demonstrations Platform & ecosystem integrations Technology & delivery partnerships, partner endorsements Annual reports & financials: company viability In this category, is this the right vendor for us? Interest Diagnostics: identifies what systems, people, or processes may be impacted Calculators: quantifies levels of impacts Benchmarks: compares scale, where a Buyer fits in a continuum, speeds and feeds Installation Guides: foresees pre-requisites Adoption Guides: explains roll-out options Would we be successful "digesting" this vendor's solution / technology / processes at our company? Consideration ROI Calculators Time / Process Studies Case Studies Pricing Will we derive economic benefit from this vendor's solution once it's deployed? Decision David Kirkdorffer Q2 2023 6

The Seven Types of Go-To-Market Type Growth Lever Execution Inbound-Led Content Marketing driving to conversion channels (e.g., demo, sales & pricing requests) Marketing harvests demand via paid, organic social, email, to qualify and route to sales Outbound-Led Coordinate and targeted account outreach Marketing & Sales: Account-based marketing & selling, 1:1 advertising, content hubs, SDRs Product-Led Product-driven adoption, usage & feature discovery Product facilitates deals, upsells, usage, expansion Channel-Led Develop a network of distribution agents Enablement focus to educate & support resellers, agencies & certified partners Event-Led Premium event experiences to drive quality connections Targeted educational roadshow events, in-person, virtual, & hybrid Community-Led Create a movement or category around a transformative idea Thought Leadership driven by industry experts, influencers, and happy customers Ecosystem-Led Product integration & symbiotic relationships App & data exchanges, co-marketing, integrated use cases 7 David Kirkdorffer Q2 2023

Brand Awareness & Category Maturity - Six Contexts: Do They Impact Your Content Strategy? YES! Unknown Brand + New Category Unknown Brand + Known Category Known Brand + New Category Known Brand + Known Category Changing / Evolving Known Brand + Changing / Evolving Category Changing Brand + Known Category The importance of the emotion impact of the content. | Painpoints per Persona/ICP | Awareness vs Compelling need for action. David Kirkdorffer Q2 2023 8

How 95% of B2B vendors organize content in a way that doesn t help buyers David Kirkdorffer Q2 2023

Chet Holmes Your Website Sales Funnel Where Most Deals Die Create Capture Key Buyer Questions 1. Is this the right category of solution to address our situation? 2. Is this a vendor in this category we should consider? Q1 Q2 WIN Q3 Q4 30% 30% 30% 7% 3% 3. Would we be successful ingesting this solution with our people, processes and tech? 4. Would we be successful deriving economic benefit from this solution once it s deployed? Create Proactively reach people in places they already hang out to educate, inform, inspire, and entertain them to drive purchase intent. Capture When people search for something. David Kirkdorffer Q2 2023

Old Way B2B Marketing New Way B2B Marketing Considers all leads equal, passing them to SDRs to find prospects who are in buy now mode. Forwards fewer, but higher quality, leads to sales. Educates, informs, inspires & entertains prospects to self- select and drive contact us & demo requests. Traditional performance marketing. David Kirkdorffer Q2 2023