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Copyright © 2013, J. Damico Marketing CommunicationsB2B Content Marketing:How marketing & sales alignmentdrives revenue.ww...
B2B Buy Cycle…Copyright © 2013, J. Damico Marketing CommunicationsAwareness Consideration Purchase RetentionI t ’s n o t r...
Content Drives the B2B Buy JourneyCopyright © 2013, J. Damico Marketing CommunicationsAwareness Consideration Purchase Ret...
B2B Marcom Creates ContentCopyright © 2013, J. Damico Marketing CommunicationsAwareness Consideration Purchase RetentionM ...
Content Is the New CurrencyCopyright © 2013, J. Damico Marketing Communications“ I t t a k e s a n a v e r a g e o f 1 0 m...
A Cacophony of Content…Copyright © 2013, J. Damico Marketing CommunicationsAwareness Consideration Purchase Retentionconte...
Let’s Break Down Content by Cycle PhaseCopyright © 2013, J. Damico Marketing CommunicationsAwareness Consideration Purchas...
Early Stage Content Drives LeadsCopyright © 2013, J. Damico Marketing CommunicationsAwarenessConsideration Purchase Retent...
Early Stage:High Volume; Low Engagement; Less PersonalCopyright © 2013, J. Damico Marketing CommunicationsAwareness Consid...
Mid-Stage Content Drives *QSOCopyright © 2013, J. Damico Marketing CommunicationsAwarenessC ons ider ationPurchase Retenti...
Mid-Stage:Less Volume; More Engagement, PersonalCopyright © 2013, J. Damico Marketing CommunicationsAwareness Consideratio...
Conversion to Qualified Sales Opportunity (QSO)Copyright © 2013, J. Damico Marketing CommunicationsAwareness Consideration...
Late-Stage Content Helps Close DealsCopyright © 2013, J. Damico Marketing CommunicationsL a t e - s t a g e c o n t e n t•...
Late Stage:More Personal; Higher EngagementCopyright © 2013, J. Damico Marketing CommunicationsAwareness Consideration Pur...
Once closed the sales/service cycle beginsCopyright © 2013, J. Damico Marketing CommunicationsAwareness Consideration Purc...
B2B Content Takeaways• Driving QSOs and closing deals requiresclose marcom / sales collaboration in theconsideration and p...
Copyright © 2013, J. Damico Marketing CommunicationsGet effective B2Btech & industrial content…joan [at] jdamico.net@copyw...
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B2 b content-marketing-drives-revenue

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It's been proven that B2B content marketing, when done effectively, drives conversion and revenue. It engages prospects and moves them along the B2B buying journey. However, effective content marketing relies on close collaboration between B2B marcom and sales in order to produce relevant content that's conducive to buyer persona and buy cycle phase.

This presentation explores how to leverage content marketing along the buying journey to drive revenue. Key points to consider:
--57% of the B2B buyer journey is complete before a vendor is contacted
--B2B content marketers are more likely to convert more prospects than their non-practicing B2B marcom counterparts.

Published in: Business, Career
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  • The B2B buy cycle is a journey that’s not a strait path. It winds and twists, moves forward and backward and involves more than one passenger until it reaches a decision.
  • Early in the B2B buying journey, content is short form and designed to spark awareness and grab attention. It’s less personal.As you move into the consideration, content may become longer in form and more personal.There’s more direct contact via sales and less content. Then, as the cycle moves into retention phase the content ramps up again to keep the brand top of mind and for up sell/cross sell opportunities.
  • According to a joint Corporate Executive Board and Google study, 57% of the buying journey is complete before a vendor is contacted, making content marketing more critical than ever before. http://www.executiveboard.com/exbd-resources/content/digital-evolution/content-marketing/index.html
  • Short blog posts, banner ads, tweets, G+ posts, etc. all designed to grab attention.
  • Early in the B2B buying journey, content is short form and designed to spark awareness and grab attention. It’s less personal and there’s less engagement.
  • White papers, case studies, product comparisons, personalized to the buyer’s persona and areas of interest. Content is aimed at driving a Qualified Sales Opportunity (QSO)
  • In the consideration phase, content may become longer in form and more personal.There’s more direct contact via sales and less content. However the content must support the sales needs at this point in the journey.
  • The point at which the lead moves further into consideration, requiring more personal attention, it becomes a Qualified Sales Opportunity (QSO)Identifying a QSO at the right moment is critical to ensuring a closed deal. Otherwise, your ROI is reduced.
  • Email offers, price comparisons, testimonials, personalized to the buyer’s persona and areas of interest. Content is aimed at closing deals.
  • There’s more direct contact via sales and less content, but the content is more personal and aimed at supporting the sales team in closing the deal.. Then, as the cycle moves into retention phase the content ramps up again to keep the brand top of mind and for up sell/cross sell opportunities.
  • The point at which the lead moves further into consideration, requiring more personal attention, it becomes a Qualified Sales Opportunity (QSO)Identifying a QSO at the right moment is critical to ensuring a closed deal. Otherwise, your ROI is reduced.
  • Transcript of "B2 b content-marketing-drives-revenue"

    1. 1. Copyright © 2013, J. Damico Marketing CommunicationsB2B Content Marketing:How marketing & sales alignmentdrives revenue.www.jdamico.net@copywriter4uLinkedIn.com/in/goodcopywriter4u
    2. 2. B2B Buy Cycle…Copyright © 2013, J. Damico Marketing CommunicationsAwareness Consideration Purchase RetentionI t ’s n o t r e a l l y a f u n n e l . I t ’s m o r e o f a j o u r n e y…
    3. 3. Content Drives the B2B Buy JourneyCopyright © 2013, J. Damico Marketing CommunicationsAwareness Consideration Purchase RetentionA l o n g t h e j o u r n e y b u y e r s c o n s u m e c o n t e n t …“ 8 7 % o f b 2 b b u y e r s s a i d o n l i n e c o n t e n t h a se i t h e r a m a j o r o r m o d e r a t e i m p a c t o n v e n d o rp r e f e r e n c e a n d s e l e c t i o n . ”Source: CMO Council Survey, April 2013 via BtoB Magazine, June 3, 2013
    4. 4. B2B Marcom Creates ContentCopyright © 2013, J. Damico Marketing CommunicationsAwareness Consideration Purchase RetentionM a r c o m p r o d u c e s , p u b l i s h e s a n d p r o m o t e s c o n t e n tt h r o u g h c o n v e n t i o n a l a n d s o c i a l c h a n n e l s .C o n t e n t t y p e s F a c e - t o - f a c eS o c i a l c h a n n e l s
    5. 5. Content Is the New CurrencyCopyright © 2013, J. Damico Marketing Communications“ I t t a k e s a n a v e r a g e o f 1 0 m a r k e t i n gt o u c h e s f o r a n u n q u a l i f i e d l e a d t o b e c o m ea c l o s e d - wo n d e a l . ”Source: Trip Kucera, Aberdeen Research Senior Research Analyst,Marketing Effectiveness and Strategy, June 2013 DemandGen webinar, “Getting Content Marketing Right.”
    6. 6. A Cacophony of Content…Copyright © 2013, J. Damico Marketing CommunicationsAwareness Consideration Purchase Retentioncontentvolumep e r s o n a l ( a f f e c t i v e ) q u a l i t ye n g a g e m e n t 
    7. 7. Let’s Break Down Content by Cycle PhaseCopyright © 2013, J. Damico Marketing CommunicationsAwareness Consideration Purchase Retention5 7 p e r c e n t o f t h e b u y i n g j o u r n e y i s c o m p l e t eb e f o r e a v e n d o r i s c o n t a c t e d .Source: Joint study conducted by Corporate Executive Board and Google, 2012.
    8. 8. Early Stage Content Drives LeadsCopyright © 2013, J. Damico Marketing CommunicationsAwarenessConsideration Purchase RetentionE a r l y s t a g e c o n t e n t• B r i e f• A t t e n t i o n - g e t t i n g• L e s s p e r s o n a l> > > D r i v e s l e a d s
    9. 9. Early Stage:High Volume; Low Engagement; Less PersonalCopyright © 2013, J. Damico Marketing CommunicationsAwareness Consideration Purchase Retentioncontentvolumep e r s o n a l ( a f f e c t i v e ) q u a l i t ye n g a g e m e n t 
    10. 10. Mid-Stage Content Drives *QSOCopyright © 2013, J. Damico Marketing CommunicationsAwarenessC ons ider ationPurchase RetentionM i d - s t a g e c o n t e n t• M o r e d e t a i l e d• E n g a g i n g / n u r t u r i n g• M o r e p e r s o n a l / m o r e r e l e va n t> > > D r i v e s Q S O(*q u a l i f i e d s a l e s o p p o r t u n i t y )
    11. 11. Mid-Stage:Less Volume; More Engagement, PersonalCopyright © 2013, J. Damico Marketing CommunicationsAwareness Consideration Purchase Retentioncontentvolumep e r s o n a l ( a f f e c t i v e ) q u a l i t ye n g a g e m e n t
    12. 12. Conversion to Qualified Sales Opportunity (QSO)Copyright © 2013, J. Damico Marketing CommunicationsAwareness Consideration Purchase Retentioncontentvolumep e r s o n a l ( a f f e c t i v e ) q u a l i t yQ S OContent marketersconvert at a rate of 7.6%compared to 1.0% whodon’t use content marketing.Source: Aberdeen Group
    13. 13. Late-Stage Content Helps Close DealsCopyright © 2013, J. Damico Marketing CommunicationsL a t e - s t a g e c o n t e n t• E x e m p l i f y e x p e r i e n c e o f w o r k i n g w i t h y o u r c o m p a n y• O f f e r - r e l a t e d / g r e a t e r r e l e va n c e• H i g h l y p e r s o n a l> > > S u p p o r t s c l o s i n g d e a l sAwareness ConsiderationPur c has eRetentionG r e a t e s t c o l l a b o r a t i o n b e t we e n m a r k e t i n g a n d s a l e s .
    14. 14. Late Stage:More Personal; Higher EngagementCopyright © 2013, J. Damico Marketing CommunicationsAwareness Consideration Purchase Retentioncontentvolumep e r s o n a l ( a f f e c t i v e ) q u a l i t ye n g a g e m e n t
    15. 15. Once closed the sales/service cycle beginsCopyright © 2013, J. Damico Marketing CommunicationsAwareness Consideration Purchase Retentioncontentvolumep e r s o n a l ( a f f e c t i v e ) q u a l i t ym a r c o m s a l e s & s e r v i c eQ S Orevenue
    16. 16. B2B Content Takeaways• Driving QSOs and closing deals requiresclose marcom / sales collaboration in theconsideration and purchase phases• Content marketing is proven to convertmore contacts to Qualified SalesOpportunities (QSOs).• More on Content Marketing Framework:– Eloqua / Jess3 InfographicCopyright © 2013, J. Damico Marketing Communications*Source: CMO Council Survey, April 2013 via BtoB Magazine, June 3, 2013
    17. 17. Copyright © 2013, J. Damico Marketing CommunicationsGet effective B2Btech & industrial content…joan [at] jdamico.net@copywriter4uwww.jdamico.net
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