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4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
4.UpdatedGriffith-B2B_ContentMarketingProgrammes
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4.UpdatedGriffith-B2B_ContentMarketingProgrammes

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Updated Griffith B2B Content Marketing Programmes

Updated Griffith B2B Content Marketing Programmes

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Transcript

  • 1. B2B Content Marketing Programmes Keith Feighery
  • 2. B2B Lead Management / Content Marketing
  • 3. Terms and References
  • 4. 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
  • 5. Sales Vs Buyer Process
  • 6. Sales Process • Prospecting • Pre-qualifying • Presenting • Needs analysis • Defining the solution • Building Rapport • Proposing • Closing • Negotiation The ASG Group
  • 7. Buyer Process • The business case / rationale / justifying the expenditure • Getting the purchase / budget sanctioned • Following internal processes/procedures • Getting buy-in from other managers /depts • The competitive process • Getting maximum value for money • Defining requirements accurately • Evaluating alternatives / alternative solutions • Managing risk • Making the right decision
  • 8. Buyer Process Cont.. • Ensuring that all purchases fit with strategy, systems, etc. • Change management / ensuring successful implementation • Ensuring success post purchase / implementation • Doing more for less • Selecting the right technology • Selecting the right vendor • The contract and negotiation • Post purchase project and vendor reviews
  • 9. The Sales Funnel
  • 10. Traditional Funnel
  • 11. The Buyer Vs Sales Conundrum
  • 12. The Problem • 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 in where exactly leads fall out of the funnel • There is no connection between leads and converted sales
  • 13. The solution Lead Management
  • 14. The 7 Key Rules for Connected Marketer 1. Develop Buyer Personas – Understand your prospects, based on who they are, how they behave, and where they interact in the sales cycle 1. 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 1. Consistency across channels – Leverage as many channels as possible to get your message out – and keep messages consistent 1. Let experts do the talking – Solve problems – find experts who can articulate and discuss problems and solutions
  • 15. The 7 Key Rules for Connected Marketer 5. 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) 5. 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 5. Get Connected – Make yourself a valuable resource for your prospects
  • 16. Lead Management Process
  • 17. Preparational Considerations • Characteristics of best customers – Who typically buys from you, who are least demading customers, characteristics of easily and profitable closed sales • Understanding the “Buyer Journey” – Where did best leads come from, how do leads advance along the funnel, which activities do your deals participate in (webinars, demos etc..) – How can you identify if a prospect has stalled • Lead Qualification – What are the specific characteristics of a marketing qualified lead – What MQL (marekting qualified leads) typically convert – What are the characteristics of leads that typcially need to go through a nurturing programme
  • 18. Key lessons to implement lead management
  • 19. Integrated Content Marketing Programme • Always provide relevant information to buyers – not huge amounts of it – Through segmentation and testing you can target relevant information to specific personas • Cultivate an engaging and conversation voice in all buyer related collateral – Be frank and direct and focus content on the bottom line for buyers (get to the nub of the issue upfront and the explain) • Converse rather than intrude with prospectives – Provide segmented targetted information on an opt-in basis (notify prospects of upcoming webinars, new research, collaborative reports etc..) – that they will find valuable
  • 20. Relevant B2B Content
  • 21. 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
  • 22. Content Programme
  • 23. Content Strategy B2B • Listen and Understand your audience and their behaviour patterns • Map out all the stages of your buyer cycles • Create specific personas for your prospects and clients • Identify specific needs for each of your buyer personas along the buyer cycle • Develop content for each buyer stage • Develop a content development schedule • Allocate resources or identify third parties to produce specific content • Develop a clear voice and personality for your content • Solicit feedback from your prospects, customers and community
  • 24. B2B content marketing • Create valuable content that is of real interest to your customers, community or prospects • Prospective customers engage with sales teams later in the funnel due to online information • Providing content that pre-identified types and roles of customers want and need • Providing content that maps directly to the different stages of the buyer cycle • Producing and sharing content that your community and prospective customers need, value and will potentially share • Distributing content where your customers and prospects coalesce online
  • 25. Business to Business Case Studies
  • 26. Eloqua
  • 27. Genius
  • 28. Marketo
  • 29. Alterian
  • 30. Pardot
  • 31. Salesforce.com
  • 32. B2B Business Solutions
  • 33. Intuit Business Services
  • 34. Hubspot
  • 35. American Express
  • 36. Altimeter Group
  • 37. Realex Payment

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