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Covering B2B Content Marketing and Lead Management Programmes

Covering B2B Content Marketing and Lead Management Programmes

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  • 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.  
  • 12.  
  • 13.  
  • 14.  
  • 15.  
  • 16.  
  • 17. The Buyer Vs Sales Conundrum
  • 18. 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
  • 19. The solution Lead Management
  • 20. 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
  • 21. 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
  • 22. Lead Management Process
  • 23. 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
  • 24. Key lessons to implement lead management
  • 25. 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
  • 26. Relevant B2B Content
  • 27. 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
  • 28. Content Programme
  • 29. 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
  • 30. 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
  • 31. Business to Business Case Studies
  • 32. Eloqua
  • 33. Genius
  • 34. Marketo
  • 35. Alterian
  • 36. Pardot
  • 37.
  • 38. B2B Business Solutions
  • 39. Intuit Business Services
  • 40. Hubspot
  • 41. American Express
  • 42. Altimeter Group
  • 43. Realex Payment