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

  • 1. Ac! 17B2B Marketing Lifecycle Kevin AlanskySenior Director Marketing Blackboard Inc.
  • 2. Kevin Alansky Sr. Director Marketing Blackboard Inc.Act 17: B2B Marketing Lifecycle
  • 3. The Quest for a Better Mousetrap
  • 4. The Role of the B2BBuyer Has Changed
  • 5. The Buyer’s Journey
  • 6. Tip 1: Map Out Your Buyer’s Journey
  • 7. Tip 2: Marketing & Sales Alignment Better Together
  • 8. 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=;(
  • 9. Find the Gaps in Your Marketing Strategy
  • 10. Tip 4: Deliver Tactics That Align tothe Buyer’s Journey
  • 11. Easier Said Than Done
  • 12. 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(
  • 13. Tip 6: Content is King
  • 14. 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
  • 15. Thought leadership supports Building Reputation and Interest
  • 16. Educational Content supports Lead Generation and Nurturing
  • 17. Client Stories supports Sales Like No Other
  • 18. Social Media supports Keeping the conversation going
  • 19. Infinite Pipes to Promote
  • 20. Tip 7: Think Like a Publisher
  • 21. Marketing Automation = Holy Grail?Engage, Nurture, Track
  • 22. Thank you! Contact MeKevin@Alansky.comBlog: www.alansky.com/blogTwitter: @alansky

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