GETTING TO 10 WITH
CONTENT MARKETING

February, 2014
1 RAW LEAD

X

10 TOUCHES

2
=

1 SALES OPPORTUNITY

3
According to Aberdeen’s 2012 report
“Marketing Lead Management: From
the Top of the Funnel to the Top Line”:

IT TAKES AN ...
Q: BUT HOW DO I GET TO
10 TOUCHES?

5
Q: BUT HOW DO I GET TO
10 TOUCHES?

THROUGH CONTENT MARKETING

6
WHY IS THAT?

7
COMPANIES WITH
SUCCESSFUL MARKETING
STRATEGIES:

FOCUS ON IMPROVING THE TARGETING
OF THEIR CONTENT MARKETING EFFORTS

8
COMPANIES WITH
SUCCESSFUL MARKETING
STRATEGIES:

LOOK TO INCREASE THE QUANTITY OF
RELEVANT CONTENT BEING PUBLISHED
ON THEI...
COMPANIES WITH
SUCCESSFUL MARKETING
STRATEGIES:

TELL US THEIR BUYERS ARE HUNGRY FOR
HIGH-END FARE.

10
BUT, I’VE HEARD OF
CONTENT MARKETING BEFORE…

WHAT ELSE
DO I NEED TO KNOW?
MARKETING CONTENT MUST DO
MORE THAN JUST BE HELPFUL…
IT MUST BUILD AND SUSTAIN THE
BUYER’S VISION OF SUCCESS THAT
ALIGNS B...
TOP PERFORMERS ARE

93% MORE LIKELY
THAN FOLLOWERS TO

ALIGN CONTENT
TO THE STAGE OF THE

BUYER’S DECISION JOURNEY

13
FIRMS SHOULD FOCUS ON
GETTING THEIR CONTENT
MARKETING “RIGHT:”
RIGHT CONTENT AT THE
RIGHT TIME…FOR THE
RIGHT PERSONA.
HOW CAN I
GET STARTED?
HOW CAN I GET STARTED?
PUT YOURSELF IN YOUR BUYER’S SHOES
.
HOW CAN I GET STARTED?
PUT YOURSELF IN YOUR BUYER’S SHOES
INTERVIEW SALES
HOW CAN I GET STARTED?
PUT YOURSELF IN YOUR BUYER’S SHOES
INTERVIEW SALES
INTERVIEW CUSTOMERS (AND NEARCUSTOMERS) ABOUT TH...
THANK YOU FOR READING

GETTING TO 10 WITH
CONTENT MARKETING
http://tinyurl.com/marketingIntent

February, 2014
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Content Marketing in the Lead-to-Revenue Cycle

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Content Marketing in the Lead-to-Revenue Cycle

It takes an average of 10 marketing-generated "touches" to progress a prospect from a raw, unqualified lead, to a "closed one".

Published in: Business, Technology
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Content Marketing in the Lead-to-Revenue Cycle

  1. 1. GETTING TO 10 WITH CONTENT MARKETING February, 2014
  2. 2. 1 RAW LEAD X 10 TOUCHES 2
  3. 3. = 1 SALES OPPORTUNITY 3
  4. 4. According to Aberdeen’s 2012 report “Marketing Lead Management: From the Top of the Funnel to the Top Line”: IT TAKES AN AVERAGE OF 10 MARKETINGGENERATED “TOUCHES” TO PROGRESS A PROSPECT FROM A RAW, UNQUALIFIED LEAD, TO “CLOSED ONE”. 4
  5. 5. Q: BUT HOW DO I GET TO 10 TOUCHES? 5
  6. 6. Q: BUT HOW DO I GET TO 10 TOUCHES? THROUGH CONTENT MARKETING 6
  7. 7. WHY IS THAT? 7
  8. 8. COMPANIES WITH SUCCESSFUL MARKETING STRATEGIES: FOCUS ON IMPROVING THE TARGETING OF THEIR CONTENT MARKETING EFFORTS 8
  9. 9. COMPANIES WITH SUCCESSFUL MARKETING STRATEGIES: LOOK TO INCREASE THE QUANTITY OF RELEVANT CONTENT BEING PUBLISHED ON THEIR WEBSITE AS TOP INITIATIVES 9
  10. 10. COMPANIES WITH SUCCESSFUL MARKETING STRATEGIES: TELL US THEIR BUYERS ARE HUNGRY FOR HIGH-END FARE. 10
  11. 11. BUT, I’VE HEARD OF CONTENT MARKETING BEFORE… WHAT ELSE DO I NEED TO KNOW?
  12. 12. MARKETING CONTENT MUST DO MORE THAN JUST BE HELPFUL… IT MUST BUILD AND SUSTAIN THE BUYER’S VISION OF SUCCESS THAT ALIGNS BOTH WITH THEIR REALITY AND THE VALUE PROPOSITION OF YOUR OFFERING.
  13. 13. TOP PERFORMERS ARE 93% MORE LIKELY THAN FOLLOWERS TO ALIGN CONTENT TO THE STAGE OF THE BUYER’S DECISION JOURNEY 13
  14. 14. FIRMS SHOULD FOCUS ON GETTING THEIR CONTENT MARKETING “RIGHT:” RIGHT CONTENT AT THE RIGHT TIME…FOR THE RIGHT PERSONA.
  15. 15. HOW CAN I GET STARTED?
  16. 16. HOW CAN I GET STARTED? PUT YOURSELF IN YOUR BUYER’S SHOES .
  17. 17. HOW CAN I GET STARTED? PUT YOURSELF IN YOUR BUYER’S SHOES INTERVIEW SALES
  18. 18. HOW CAN I GET STARTED? PUT YOURSELF IN YOUR BUYER’S SHOES INTERVIEW SALES INTERVIEW CUSTOMERS (AND NEARCUSTOMERS) ABOUT THE QUESTIONS THEY MUST ANSWER IN ORDER TO EFFECTIVELY DE-RISK A PURCHASE.
  19. 19. THANK YOU FOR READING GETTING TO 10 WITH CONTENT MARKETING http://tinyurl.com/marketingIntent February, 2014
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