Dbs-Week4-B2B-Content Marketing Programmesv2 0

B2B Lead Management / Content Marketing

The Sales Funnel

Traditional Funnel

The problem

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

Terminology

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..

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

Hubspot – Inbound Marketing Company view

The solution Buyer Journeys, Lead Management and Content Marketing

The Buyer Process

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

Buyer Stage Q & A

Components of a successful B2B Marketing Programme

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

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

Key lessons to implement lead management

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

Economics of the funnell

Content Programme

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

Sample Content Plans

Relevant B2B Content

Business to Business Case Studies

CrownPeak

Altimeter Group

American Express

Alterian

Marketo

Intuit Business Services

Eloqua

MarketBright

Salesforce.com

Dbs-Week4-B2B-Content Marketing Programmesv2 0

by Digital Insights on Mar 26, 2010

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Dbs-Week4-B2B-Content Marketing Programmesv2 0 Presentation Transcript