B2B content that drives conversions - Pardot Connections 2013 Presentation.pdf

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B2B content that drives conversions - Pardot Connections 2013 Presentation

A B2B marketing clinic on how to develop marketing content that drives conversions.

Published in: Business, Technology

B2B content that drives conversions - Pardot Connections 2013 Presentation.pdf

  1. 1. B2B content that drives conversions Nolin LeChasseur, Brainrider Download these slides: brainrider.com/b2b_cheatsheets
  2. 2. • Why content isn’t converting as well as you need it to • The 5 keys to creating content that converts • How content can influence B2B buyer decision-making • Which content approaches work best for: o Converting visitors to prospects o Converting prospects to engaged leads o Qualifying engaged leads as sales-ready • How to develop & test content ideas in a scalable, efficient way What you’ll learn in the next 25 min
  3. 3. Content is difficult and expensive.
  4. 4. …and doesn’t deliver enough value.
  5. 5. The buyer is in control.
  6. 6. Buyers need useful content to make a sound buying decision. What’s my problem? How do I fix my problem? Are you right for me?
  7. 7. 5 truths of better content 1. Customer-focused 2. Demonstrates subject matter expertise 3. Aligned with programs 4. Easy to publish & share 5. Measurable performance
  8. 8. It’s not about you.
  9. 9. Customers want content that helps them solve problems… Übersuggest
  10. 10. … aligned to their buying decision. If your customer is asking: What’s my problem? How do I fix my problem? Are you right for me? They want: Education & Benchmarks Solution Options & Product Suitability Proof Points & Decision Support What to share with them: • Trends • Benchmarks • Analyst coverage • 101 Education • How to guides • How other people are solving this • What is the solution & how does it work • Solution comparisons • Pitfall analysis • Readiness & suitability assessments • How to choose a vendor • Pricing • Bench strength demonstration • Case studies • ROI/TCO • Working with us • How to buy
  11. 11. 5 keys to creating content that converts 1. Identify, plan, and organize by customer needs & pains 2. Leverage your company’s subject-matter expertise 3. Target buyer intent search keywords and phrases 4. Describe your content using customer language 5. Test & learn with light tactics, then scale winners into heavier tactics
  12. 12. Identify, plan, and organize by customer needs and pains.
  13. 13. Identify customer needs & pains • How to … • How do I … • Do I need more/less … • Should we … • Comparing … • Choosing a …
  14. 14. Plan & organize content assets by customer needs & pains
  15. 15. Leverage your company’s subject matter expertise.
  16. 16. Citibank targets SMBs…
  17. 17. …with marketing advice.
  18. 18. Find subject-matter expertise that connects with customer needs. • Who are your SMEs and what do they know? • Reverse engineer what you already sell • Ask your customer-facing staff • What search terms are driving site traffic? • What on-site search terms are common? • What searches are high volume?
  19. 19. Target buyer-intent keywords and phrases.
  20. 20. Look at longer search phrases for suffixes that show buyer intent. …jobs in San Francisco …job description …comparison …alternatives …white paper …pricing …best practices …pricing comparison …implementation guide …consulting hourly rate …email/landing page template …requirements document …contract terms …structure of team MARKETING AUTOMATION…
  21. 21. Describe your content using customer language.
  22. 22. Which one is buyer-focused? Marketing Automation Vendor Comparison Guide Marketing Automation Buyers Guide Another Better B2B Marketing Resource Another Better B2B Marketing Resource
  23. 23. Which one is buyer-focused? Marketing Automation Vendor Comparison Guide Another Better B2B Marketing Resource Marketing Automation Buyers Guide Another Better B2B Marketing Resource
  24. 24. Which one is buyer-focused? How To Sell Marketing Automation To Your Boss Marketing Automation Requirements Document Example & Template Another Better B2B Marketing Resource Another Better B2B Marketing Resource
  25. 25. Which one is buyer-focused? How To Sell Marketing Automation To Your Boss Marketing Automation Requirements Document Example & Template Another Better B2B Marketing Resource Another Better B2B Marketing Resource
  26. 26. Test & learn with light tactics, then scale winners into heavier tactics.
  27. 27. Test & learn with light tactics • Social media sharing • Social publishing • Blogging / guest blogging • Article syndication / contribution
  28. 28. • Dense marketing assets: White papers, ebooks • Recorded media: webinars, podcasts, videos • Image media: infographics, illustrations, presentations • Training materials • Support manuals, user forums, knowledge base • RFP responses & sales proposals Repurpose existing assets buried deep inside your content shoebox
  29. 29. Measure website engagement
  30. 30. Measure content engagement
  31. 31. Measure form & LP conversions
  32. 32. See what contributed to a sale RESOURCE Marketing Automation Optimization Checklist RESOURCE 2013 B2B Marketing Budget Allocation Tool RESOURCE Better B2B Marketing Checklist WEB VISIT PAGEVIEWS Web content about planning & content
  33. 33. How the end result should look
  34. 34. What next? Subscribe to more helpful B2B Marketing content: @Brainrider | @Nolin Resources: Brainrider.com/resources Articles: Brainrider.com/blog Ask questions. Get slides: brainrider.com/b2b_cheatsheets

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