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Kevin Alansky, Blackboard Inc
 

Kevin Alansky, Blackboard Inc

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How to keep prospects engaged throughout the B2B lead lifecycle: ...

How to keep prospects engaged throughout the B2B lead lifecycle:

The buyer’s journey is one that should be understood by every B2B marketer. How to develop content to support your marketing efforts and align to the needs of your prospects.

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    Kevin Alansky, Blackboard Inc Kevin Alansky, Blackboard Inc Presentation Transcript

    • Ac! 17B2B Marketing Lifecycle Kevin AlanskySenior Director Marketing Blackboard Inc.
    • Kevin Alansky Sr. Director Marketing Blackboard Inc.Act 17: B2B Marketing Lifecycle
    • The Quest for a Better Mousetrap
    • The Role of the B2BBuyer Has Changed
    • The Buyer’s Journey
    • Tip 1: Map Out Your Buyer’s Journey
    • Tip 2: Marketing & Sales Alignment Better Together
    • Tip 3: Determine the Seller’s Journey )*+,-&( .0/1( 34/5/6+( !"#$%&( 7$/6+( ./$"-/,( 2#$"+( ./$"-/,( 80#=( .":9%=(#( 8%,(=0+(80/(%6( 54/:$+9(%6(9( 80+4+(*/(1+( ?/,=4#?=( ?/,=4#?=( 9( ?$%+,=A6(:"+4;( <=(%,(=0+( 0#B%,@;( C/1(?#,( 9#4>+=(5$#?+;( .0/1( 10(/"4( 1+(@4/1( C/1(?#,( =0%6( 6/$"-/,( )(0+$5( ?$%+,=( 80+4+( %6(=0+( 6/$B+(%=;( ?#,()(@+=( :+6=( #($%6=;(
    • Find the Gaps in Your Marketing Strategy
    • Tip 4: Deliver Tactics That Align tothe Buyer’s Journey
    • Easier Said Than Done
    • Tip 5: The Integrated Marketing Plan !"#$%&()*"%+$#( Committed to Change Explore Solutions Committed to a Solution Justify Decision Make Selection $,,$%&()*"%+$#( Qualify Identify Solutions Demonstrate Value Propose Solution Close -.%/$01+2(0%.0$2#( !"#$%&(!#)*+#,*,-(.,$((/#(0#(1."23(4".3-5( 13)).-*,-(4".3-5(6(!%78*)9*,-(:#,+,%#%)(:#,3,(( ;3.$(<%"%"*,-(!"#-".=)( (-.%/$01+2(0.3013( D0/"@0=( E+#*( ( .#$+6(( ( E+#*+460%5( H+,+4#-/,( ( D//$6( ( F+16$+G+46( 7#95#%@,6( L,(M+9#,*( 2#$"+(.=/4( M+9/6( 8+:%,#46( I9#%$( 7/,=+,=( .#$+6( 7/95+--B+( 80%=+(3#5+46( J$/@( K%?4/6%=+( K+66#@%,@( 2#$%*#-/,( ( ./?%#$(K+*%#( N*B+4-6%,@( 34+6+,=#-/,6( 7#6+(.="*%+6(
    • Tip 6: Content is King
    • Right ContentRight PeopleRight Time “The problem is getting the right content to the right people, even while knowing that key decision-makers are not an easy audience to reach. Producing smart, highly targeted and truly innovative content can be really challenging” B2B Content Marketing: 2010 Benchmarks, Budgets and Trends MarketingProfs/Junta42
    • Thought leadership supports Building Reputation and Interest
    • Educational Content supports Lead Generation and Nurturing
    • Client Stories supports Sales Like No Other
    • Social Media supports Keeping the conversation going
    • Infinite Pipes to Promote
    • Tip 7: Think Like a Publisher
    • Marketing Automation = Holy Grail?Engage, Nurture, Track
    • Thank you! Contact MeKevin@Alansky.comBlog: www.alansky.com/blogTwitter: @alansky