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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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  • 1. B2B Lead Management / Content Marketing
  • 2. The Sales Funnel
  • 3. Traditional Funnel
  • 4. The problem
  • 5. 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
  • 6. Terminology
  • 7. 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..
  • 8. 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
  • 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
    • 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
  • 13. Buyer Stage Q & A
  • 14. Components of a successful B2B Marketing Programme
  • 15. 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
  • 16. 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
  • 17. Lead Management Process
  • 18. 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
  • 19. Key lessons to implement lead management
  • 20. 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
  • 21. Economics of the funnell
  • 22. Content Programme
  • 23. 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
  • 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.