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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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