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+(   !"#$%&(      ...
Find the Gaps in Your   Marketing Strategy
Tip 4: Deliver Tactics That Align tothe Buyer’s Journey
Easier Said Than Done
Tip 5: The Integrated Marketing Plan                   !"#$%&()*"%+$#( Committed to Change    Explore Solutions        Com...
Tip 6: Content is King
Right ContentRight PeopleRight Time  “The problem is getting the right content to the  right people, even while knowing th...
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
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:

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 of "Kevin Alansky, Blackboard Inc"

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