Kevin Alansky, Blackboard Inc

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

Kevin Alansky, Blackboard Inc

by Tod Plotkin on Jan 26, 2011

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Kevin Alansky, Blackboard Inc — Presentation Transcript