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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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  • 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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