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DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2
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DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2

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Week 4 lecture to DBS online marketing, sales and digital strategy course. Covers B2b content marketing, lead management, lead nurturing, automated marketing solutions, case studies

Week 4 lecture to DBS online marketing, sales and digital strategy course. Covers B2b content marketing, lead management, lead nurturing, automated marketing solutions, case studies

Published in: Business
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Transcript

  • 1. B2B Lead Management / Content Marketing
  • 2. The Sales Funnel
  • 3. Traditional Funnel
  • 4. The problem
  • 5. B2B lead development gap <ul><li>Buyers engaging with sales further down the funnel as they research more online </li></ul><ul><li>Leads are not properly qualified by the marketing team before they are handed over to sales </li></ul><ul><li>There is no way of identifying accurately when a lead is ready to be passed to sales as no clear definition of a lead </li></ul><ul><li>There is no systematic process in place for managing and scoring leads </li></ul><ul><li>When a lead is disqualified by sales it does not go into a lead nurturing programme </li></ul><ul><li>There is no visibility where exactly leads fall out of the funnel </li></ul><ul><li>There is no connection between leads and converted sales </li></ul>
  • 6. Terminology
  • 7. Leads <ul><li>Lead Management </li></ul><ul><ul><li>The process of generating revenue from leads by collecting, qualifying and interacting with individuals in relevant ways throughout the buying process </li></ul></ul><ul><li>Lead Nurturing </li></ul><ul><ul><li>Process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready </li></ul></ul><ul><li>Lead scoring </li></ul><ul><ul><li>The process of determining the sales readiness of leads using a pre-determined scoring methodology and ranking </li></ul></ul><ul><li>Lead Database </li></ul><ul><ul><li>A system used to collect lead info – based on BANT, behaviourial data, firmogrpahics etc.. </li></ul></ul>
  • 8. Attraction Marketing <ul><li>Inbound Marketing with intent – pull marketing versus push marketing </li></ul><ul><li>Using your content to build engagement with purpose, targeted at your specific audience </li></ul><ul><li>When you create content that pulls prospects, you are differentiating your brand </li></ul><ul><ul><li>Customers recognise the value and follow trail back to your base (website) to engage with you </li></ul></ul><ul><ul><li>To ensure this works – create contagious content </li></ul></ul><ul><li>Your content will move buyers along in their buying process to become a live sales opportunity in time </li></ul>
  • 9. Hubspot – Inbound Marketing Company view
  • 10. The solution Buyer Journeys, Lead Management and Content Marketing
  • 11. The Buyer Process
  • 12. Understanding the Buyer Journey <ul><li>Status Quo : prospects have not yet recognised the problem as one they need to resolve </li></ul><ul><li>Priority : problem recognised but prospect unsure which route is best option </li></ul><ul><li>Research : Prospects actively engaged in learning what they need to know, and building confidence </li></ul><ul><li>Options : Learning about solution sets that will best fit immediate and future needs </li></ul><ul><li>Step Backs : Something happens to make prospect return to an earlier phase to verify beliefs </li></ul><ul><li>Validation : You are on the short list – need to prove you can deliver </li></ul><ul><li>Choice : Decision to buy moves from intent to reality </li></ul>
  • 13. Buyer Stage Q & A
  • 14. Components of a successful B2B Marketing Programme
  • 15. The 7 Key Rules for Connected Marketer <ul><li>Develop Buyer Personas </li></ul><ul><ul><li>Understand your prospects, based on who they are, how they behave, and where they interact in the sales cycle </li></ul></ul><ul><li>Align content with buyers </li></ul><ul><ul><li>Determine what types of information your prospects will need, based on who they are, how they behave and where they are in their buying process </li></ul></ul><ul><li>Consistency across channels </li></ul><ul><ul><li>Leverage as many channels as possible to get your message out – and keep messages consistent </li></ul></ul><ul><li>Let experts do the talking </li></ul><ul><ul><li>Solve problems – find experts who can articulate and discuss problems and solutions </li></ul></ul>
  • 16. The 7 Key Rules for Connected Marketer <ul><li>Multi-channel distributions </li></ul><ul><ul><li>Buyers have different preferences for consuming information – you need to make sure content is accessible from all these channels (Blogs, website, rss, twitter, facebook, business portals) </li></ul></ul><ul><li>Automate the process (4 Rs) </li></ul><ul><ul><li>Reach: Use social media to engage with a broad audience (track all interactions) </li></ul></ul><ul><ul><li>Response: measure all response and their nature </li></ul></ul><ul><ul><li>Relationship: Build relationship by delivering timely and personalised message based on behaviour and profile </li></ul></ul><ul><ul><li>Revenue: Lead nurturing must feed sales </li></ul></ul><ul><li>Get Connected </li></ul><ul><ul><li>Make yourself a valuable resource for your prospects </li></ul></ul>
  • 17. Lead Management Process
  • 18. Lead management <ul><li>Agree definitions of “leads” between marketing and sales teams </li></ul><ul><li>Implement a lead scoring mechanism – assign scores for behaviours and BANT, geogrpahies etc.. </li></ul><ul><li>Agree qualified lead hand-offs to sales from marketing </li></ul><ul><li>Maintain visibility of leads from marketing to sales </li></ul><ul><li>Implement a feedback loop between sales and marketing to update on quality of leads and any issues </li></ul><ul><li>Implement a lead nurturing programme for leads that need further development </li></ul><ul><li>Track leads to revenue generated and implement marketing performance based on revenue generated from leads </li></ul>
  • 19. Key lessons to implement lead management
  • 20. Advantages of Lead Management <ul><li>Optimises marketing impact on sales </li></ul><ul><ul><li>Gives marketers better visibility into the sales pipeline, helps marketing deliver better ready-to-buy leads to sales, </li></ul></ul><ul><ul><li>reduces cost of acquistion to generate sales, enables more efficient sales force </li></ul></ul><ul><li>Ties sales and marketing closer together </li></ul><ul><ul><li>Ties marketing process directly to the bottom line - # of marketing qualified leads to converted sales, connects online buyer behaviour with readiness to buy </li></ul></ul><ul><li>Helps marketing treat customer relationships like corporate assets </li></ul><ul><ul><li>Extend lead management to live customers </li></ul></ul><ul><ul><li>Foster and nurture closer customer relationships, develop an engaged community, create customer advocates </li></ul></ul>
  • 21. Economics of the funnell
  • 22. Content Programme
  • 23. What we want our content to do <ul><li>Attention - your content needs to get noticed - and not just by anyone - by the audience you've targeted. Awareness - once people have engaged with your content, they should have some thoughts about your company - preferably favorable ones worth remembering. </li></ul><ul><li>Mindshare - we need people to spend enough time with our content to actually &quot;get&quot; the ideas it's sharing. </li></ul><ul><li>Anchor - once people have ingested the ideas, your content needs to work to make sure that those ideas take precedence in forming how your audience thinks about the topic. </li></ul><ul><li>Action - your content is sent out on a mission to get people to DO something. </li></ul><ul><li>Conversation - beyond the action your content requests, it needs to ensure that the audience has a clear enough understanding that they can now talk with others and share your ideas with them in their own words.? </li></ul><ul><li>Confidence - the learning your content provides needs to help people feel certain that they know what they need to take the next step...and just what that might be. </li></ul><ul><li>Competence - your content must provide evidence that your company can actually do what it says it can. </li></ul><ul><li>Invitation - content must entice people to spend more time with your company - whether through opting in for a newsletter, attending a webinar, subscribing to an RSS feed Authority - content must inspire reliance on your company for consistently valuable insights </li></ul>
  • 24. Sample Content Plans
  • 25. Relevant B2B Content
  • 26. Business to Business Case Studies
  • 27. CrownPeak
  • 28. Altimeter Group
  • 29. American Express
  • 30. Alterian
  • 31. Marketo
  • 32. Intuit Business Services
  • 33. Eloqua
  • 34. MarketBright
  • 35. Salesforce.com

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