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4. IBAT-B2B-ContentMarketingAndLeadManagementProgrammes



B2B Content Marketing, Lead Management and Automated Marketing Solutions for B2B Programmes for the Diploma in Online Marketing, Sales and Digital Strategy

B2B Content Marketing, Lead Management and Automated Marketing Solutions for B2B Programmes for the Diploma in Online Marketing, Sales and Digital Strategy



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4. IBAT-B2B-ContentMarketingAndLeadManagementProgrammes 4. IBAT-B2B-ContentMarketingAndLeadManagementProgrammes 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
  • The Sales Funnel
  • Traditional Funnel
  • The problem
  • 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
  • Sales Funnells
  • 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