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The Customer Path: From Lead Gen to Customer
The Customer Path: From Lead Gen to Customer
The Customer Path: From Lead Gen to Customer
The Customer Path: From Lead Gen to Customer
The Customer Path: From Lead Gen to Customer
The Customer Path: From Lead Gen to Customer
The Customer Path: From Lead Gen to Customer
The Customer Path: From Lead Gen to Customer
The Customer Path: From Lead Gen to Customer
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The Customer Path: From Lead Gen to Customer

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Presentation I gave at the 2nd Annual Content Marketing Retreat on using content to convert leads into customers.

Presentation I gave at the 2nd Annual Content Marketing Retreat on using content to convert leads into customers.

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  • 1. The Customer Path: From Lead Gen to Customer January 26, 2012 – Content Marketing Retreat Jeff Erramouspe, President @jefferramouspe Manticore Technology - Copyright 2012. All rights reserved.2/8/2012 Technology, Inc. – Copyright 2011. All rights reserved.
  • 2. B2B Buyer’s Journey Sales Implementation Outbound Referrals Social Online Media Research2/8/2012 Manticore Technology - Copyright 2012. All rights reserved.
  • 3. B2B Purchasing Behavior  Prefer to utilize Web and social media to create a shortlist  Resistant to sales calls/messaging during this phase  Without 1:1 interaction, seller has no control of the process2/8/2012 Manticore Technology - Copyright 2012. All rights reserved.
  • 4. Evolving Role of Marketing  Marketing now has responsibility for early stage selling  Must use content to engage prospects and drive them through buying process  Must use technology to track behaviors and automate interactions Marketers have become Publishers – must tell compelling stories2/8/2012 Manticore Technology - Copyright 2012. All rights reserved.
  • 5. Understanding Your Process Define personas & phases  Understand your buyer’s process Track usage Map content by persona & to personas  Think analytically & phase & phases systematically  Use existing sales data to prime the pump  Interview closed buyers Integrate w/ about their process Identify sales process content holes & tools Fill holes w/ new content2/8/2012 Manticore Technology - Copyright 2012. All rights reserved.
  • 6. Persona & Stage Based Messaging  Personas  Decision maker  Economic buyer  Influencers  Approvers  Users  Buying Stages  Awareness  Education  Consideration  Validation  Decision2/8/2012 Manticore Technology - Copyright 2012. All rights reserved.
  • 7. Telling a Compelling Story  Address the unique needs of prospects at different buying stages  Early content should start a conversation and address business issues  Later content should be product specific and focus on purchasing concerns  Consider your cadence; you don’t want to be annoying, but you don’t want to be forgotten  Develop content that progresses and accelerates the prospect’s buying cycle2/8/2012 Manticore Technology - Copyright 2012. All rights reserved.
  • 8. Why Content Marketing Works  Leads the prospect through his buying cycle  Creates a dialogue with prospects that matches the way they want to buy  Provides a clear indication of where prospect is in buying cycle  Reduces sales cycles and provides more predictable sales pipeline2/8/2012 Manticore Technology - Copyright 2012. All rights reserved.
  • 9. The Role of Marketing Automation Symbiotic Relationship  Tracks prospect behavior  Automates prospect interactions  Measures content Content efficacy Marketing Automation  Integrates with sales process2/8/2012 Manticore Technology - Copyright 2012. All rights reserved.

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