Close Deals:How to Use Content at the Bottom of the Funnel
Traditional Selling• Role of marketing to drive awareness of solution, e.g. trade show events and ads in trade publications• Buyer looked to vendor for information• B2B selling focused on relationship and solution selling
New Buyers Journey• 57% of purchasing decision completed before the buyer talks with sales• Buyers are online researching and consuming information that matters to them
The Challenger Sale• "Teach customers something new and valuable about how to compete in their market...This behavior wins customers for the long term."• "Challengers arent so much world-class investigators as they are world-class teachers."• "Great questions arent enough. Youve got to have great insights."
The Content Sale• People buy from people they trust• Be an information concierge• Not prospects, future advocates...• ...of marketing automation, of Eloqua, of Jill Rowley
How the EloQueen Closes Deals with Content A few of examples
Marketers Play a Key Role• Marketing provides the content that makes sales into thought leaders• Content marketing materials must be distributed to sales to help them educate buyers at the bottom of the funnel
Content Sells at Top and Bottom of the Funnel• Conventional thinking o Top of funnel: eBooks, Blogs, Articles o Bottom of funnel: Case Studies, Testimonials• EloQueen thinking o Top of funnel: Case Studies, Testimonials o Bottom of funnel: Continue to educate with eBooks, Articles, etc.
What is a “Modern Sales Professional?”• Shes an Insights Professional: She teaches the buyer something he doesnt already know.• Shes a Socially Connected Individual: She’s where her buyers are—on LinkedIn, Twitter, Facebook, Quora, Slideshare, Pinterest and more.• She has a Personal Brand: Shes a Thought Leader, not a Product Pusher.• Shes an Information Concierge: She provides the right information to the right person at the right time in the right channel.
What is a“Modern Sales Professional?” cont.• Shes a Content Connoisseur: She reads what her buyers read and shares that content across her Social Networks• Shes a Challenger: She makes her clients think differently• She brings Customer Advocate stories to the front of the buying process• Shes a mini-marketer
Jill RowleyEloQueen & 2011 Eloqua Employee of the Year @jill_rowley Linekdin.com/in/jillrowley
Content Marketing Bootcamp February 21, 2013 San Francisco, Californiahosted by