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B2B marketing content that drives conversions a dreamforce 2013 presentation

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Please visit http://www.brainrider.com/resource/b2b-marketing-content-converts-dreamforce-2013/ to view the video version or download your copy of the slides.

Please visit http://www.brainrider.com/resource/b2b-marketing-content-converts-dreamforce-2013/ to view the video version or download your copy of the slides.

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  • 1. Content that drives conversions. A Better B2B Marketing Session Nolin LeChasseur, Partner, Brainrider @nolin @brainrider
  • 2. Safe harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  • 3. Nolin LeChasseur Partner, Brainrider @nolin
  • 4. Content is hard work and it’s expensive.
  • 5. Too much B2B content doesn’t deliver enough value.
  • 6. TWEET THIS! #DF13 @Brainrider The buyer is in control.
  • 7. It’s not about you.
  • 8. 5 truths of better content. Customer-focused Demonstrates subject matter expertise Aligned with programs Easy to publish & share Measurable performance
  • 9. Buyers need content to make a buying decision. What’s my problem? How do I fix my problem? Are you right for me?
  • 10. Buyers want content that solves a problem… Übersuggest
  • 11. … 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
  • 12. 1.  Identify, plan, and organize by customer needs & pains 5 keys to creating content that converts. 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 6.  DF13 Salesforce.com bonus
  • 13. TWEET THIS! #DF13 @Brainrider Identify, plan, and organize your content by customer needs and pains.
  • 14. Too many websites are all about the company. Solutions Products About Us Services Company News Partners Customers Resources
  • 15. Too many resource centers are organized by format.
  • 16. Identify your buyer’s needs & pains. How to … How do I … Do I need more/less … Should we … Comparing … Choosing a …
  • 17. Plan & organize resources by buyer needs & pains.
  • 18. Plan & organize your site by buyer needs & pains.
  • 19. TWEET THIS! #DF13 @Brainrider Leverage your company’s subject matter expertise.
  • 20. Citibank targets SMBs…
  • 21. …with marketing advice.
  • 22. Find your customer-centric subject matter expertise. 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?
  • 23. TWEET THIS! #DF13 @Brainrider Target buyer-intent keywords and phrases.
  • 24. Look at longer search queries for buyer intent. MARKETING AUTOMATION… …jobs in San Francisco …pricing comparison …landing page templates …implementation guide …alternatives …consulting hourly rate …white paper …requirements document …pricing …contract terms …best practices …structure of team
  • 25. Look at longer search queries for buyer intent. MARKETING AUTOMATION… …jobs in San Francisco …pricing comparison …landing page templates …implementation guide …alternatives …consulting hourly rate …white paper …requirements document …pricing …contract terms …best practices …structure of team
  • 26. TWEET THIS! #DF13 @Brainrider Describe your content using customer language.
  • 27. Which one is buyer-focused? Marketing Automation Requirements Document Example & Template How To Sell Marketing Automation To Your Boss Another Better B2B Marketing Resource Another Better B2B Marketing Resource
  • 28. Which one is buyer-focused? Marketing Automation Requirements Document Example & Template How To Sell Marketing Automation To Your Boss Another Better B2B Marketing Resource Another Better B2B Marketing Resource
  • 29. Which one is buyer-focused? Marketing Automation Buyer’s Guide Marketing Automation Solution Comparison Guide Another Better B2B Marketing Resource Another Better B2B Marketing Resource
  • 30. Which one is buyer-focused? Marketing Automation Buyer’s Guide Marketing Automation Solution Comparison Guide Another Better B2B Marketing Resource Another Better B2B Marketing Resource
  • 31. TWEET THIS! #DF13 @Brainrider Test & learn with light tactics, then scale winners into heavier tactics.
  • 32. Test & learn with light tactics. Social media sharing Social publishing Blogging / guest blogging Article syndication / contribution
  • 33. Repurpose existing assets. 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
  • 34. Measure website engagement.
  • 35. Measure content engagement.
  • 36. Measure form & landing page conversions.
  • 37. Research what contributed to won opportunities. RESOURCE Marketing Automation Optimization Checklist RESOURCE Better B2B Marketing Checklist RESOURCE 2013 B2B Marketing Budget Allocation Tool WEB VISIT PAGEVIEWS Web content about planning & content
  • 38. TWEET THIS! #DF13 @Brainrider Share buyer-need insights with your sales team to support more relevant follow-up.
  • 39. Share prospect activity history with sales reps
  • 40. Score prospects for need based on engagement
  • 41. Ensure sales follow-up on sales CTA engagement
  • 42. Track high value activities in Salesforce campaigns
  • 43. Measure the value your campaigns are creating
  • 44. Learn from what other companies are doing well.
  • 45. What next? Ask questions. Get these slides, or book a 1-on-1 meeting: brainrider.com/nolin Subscribe to more helpful B2B Marketing content: @Brainrider | @Nolin Resources: Brainrider.com/resources Articles: Brainrider.com/blog
  • 46. All about Brainrider Knowledge Marketing Group Brainrider is a good listener, a great thinker, and a “make it happen” full-service B2B marketing agency with the mission of delivering better results by helping you: §  Use content marketing to tell a compelling story about your complex B2B software, hardware, or professional services solutions §  Update your website to generate more leads and expand your online marketing presence §  Implement programs that attract, acquire, nurture, and qualify more leads

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