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Covering B2B Content Marketing and Lead Management Programmes

Covering B2B Content Marketing and Lead Management Programmes



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    DBS-B2B_ContentMarketing-LeadGeneration-Programmes DBS-B2B_ContentMarketing-LeadGeneration-Programmes Presentation Transcript

    • B2B Content Marketing Programmes Keith Feighery
    • B2B Lead Management / Content Marketing
    • Terms and References
    • 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
    • Sales Vs Buyer Process
    • Sales Process
      • Prospecting
      • Pre-qualifying
      • Presenting
      • Needs analysis
      • Defining the solution
      • Building Rapport
      • Proposing
      • Closing
      • Negotiation
      The ASG Group
    • 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
    • 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
    • The Sales Funnel
    • Traditional Funnel
    • The Buyer Vs Sales Conundrum
    • 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
    • The solution Lead Management
    • 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
    • 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
    • Key lessons to implement lead management
    • 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
    • Relevant B2B Content
    • 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
    • Content Programme
    • 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
    • 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
    • Business to Business Case Studies
    • Eloqua
    • Genius
    • Marketo
    • Alterian
    • Pardot
    • Salesforce.com
    • B2B Business Solutions
    • Intuit Business Services
    • Hubspot
    • American Express
    • Altimeter Group
    • Realex Payment