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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



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    DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2 DBS-Week4-B2BDBS-Week4-ContentMarketingProgrammesv2 Presentation Transcript

    • B2B Lead Management / Content Marketing
    • The Sales Funnel
    • Traditional Funnel
    • The problem
    • B2B lead development gap
      • Buyers engaging with sales further down the funnel as they research more online
      • Leads are not properly qualified by the marketing team before they are handed over to sales
      • There is no way of identifying accurately when a lead is ready to be passed to sales as no clear definition of a lead
      • There is no systematic process in place for managing and scoring leads
      • When a lead is disqualified by sales it does not go into a lead nurturing programme
      • There is no visibility where exactly leads fall out of the funnel
      • There is no connection between leads and converted sales
    • Terminology
    • Leads
      • Lead Management
        • The process of generating revenue from leads by collecting, qualifying and interacting with individuals in relevant ways throughout the buying process
      • Lead Nurturing
        • Process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready
      • Lead scoring
        • The process of determining the sales readiness of leads using a pre-determined scoring methodology and ranking
      • Lead Database
        • A system used to collect lead info – based on BANT, behaviourial data, firmogrpahics etc..
    • Attraction Marketing
      • Inbound Marketing with intent – pull marketing versus push marketing
      • Using your content to build engagement with purpose, targeted at your specific audience
      • When you create content that pulls prospects, you are differentiating your brand
        • Customers recognise the value and follow trail back to your base (website) to engage with you
        • To ensure this works – create contagious content
      • Your content will move buyers along in their buying process to become a live sales opportunity in time
    • Hubspot – Inbound Marketing Company view
    • The solution Buyer Journeys, Lead Management and Content Marketing
    • The Buyer Process
    • Understanding the Buyer Journey
      • Status Quo : prospects have not yet recognised the problem as one they need to resolve
      • Priority : problem recognised but prospect unsure which route is best option
      • Research : Prospects actively engaged in learning what they need to know, and building confidence
      • Options : Learning about solution sets that will best fit immediate and future needs
      • Step Backs : Something happens to make prospect return to an earlier phase to verify beliefs
      • Validation : You are on the short list – need to prove you can deliver
      • Choice : Decision to buy moves from intent to reality
    • Buyer Stage Q & A
    • Components of a successful B2B Marketing Programme
    • The 7 Key Rules for Connected Marketer
      • Develop Buyer Personas
        • Understand your prospects, based on who they are, how they behave, and where they interact in the sales cycle
      • Align content with buyers
        • 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
      • Consistency across channels
        • Leverage as many channels as possible to get your message out – and keep messages consistent
      • Let experts do the talking
        • Solve problems – find experts who can articulate and discuss problems and solutions
    • The 7 Key Rules for Connected Marketer
      • Multi-channel distributions
        • 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)
      • Automate the process (4 Rs)
        • Reach: Use social media to engage with a broad audience (track all interactions)
        • Response: measure all response and their nature
        • Relationship: Build relationship by delivering timely and personalised message based on behaviour and profile
        • Revenue: Lead nurturing must feed sales
      • Get Connected
        • Make yourself a valuable resource for your prospects
    • Lead Management Process
    • Lead management
      • Agree definitions of “leads” between marketing and sales teams
      • Implement a lead scoring mechanism – assign scores for behaviours and BANT, geogrpahies etc..
      • Agree qualified lead hand-offs to sales from marketing
      • Maintain visibility of leads from marketing to sales
      • Implement a feedback loop between sales and marketing to update on quality of leads and any issues
      • Implement a lead nurturing programme for leads that need further development
      • Track leads to revenue generated and implement marketing performance based on revenue generated from leads
    • Key lessons to implement lead management
    • Advantages of Lead Management
      • Optimises marketing impact on sales
        • Gives marketers better visibility into the sales pipeline, helps marketing deliver better ready-to-buy leads to sales,
        • reduces cost of acquistion to generate sales, enables more efficient sales force
      • Ties sales and marketing closer together
        • Ties marketing process directly to the bottom line - # of marketing qualified leads to converted sales, connects online buyer behaviour with readiness to buy
      • Helps marketing treat customer relationships like corporate assets
        • Extend lead management to live customers
        • Foster and nurture closer customer relationships, develop an engaged community, create customer advocates
    • Economics of the funnell
    • Content Programme
    • What we want our content to do
      • 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.
      • Mindshare - we need people to spend enough time with our content to actually "get" the ideas it's sharing.
      • 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.
      • Action - your content is sent out on a mission to get people to DO something.
      • 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.?
      • 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.
      • Competence - your content must provide evidence that your company can actually do what it says it can.
      • 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
    • Sample Content Plans
    • Relevant B2B Content
    • Business to Business Case Studies
    • CrownPeak
    • Altimeter Group
    • American Express
    • Alterian
    • Marketo
    • Intuit Business Services
    • Eloqua
    • MarketBright
    • Salesforce.com