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IBAT B2B Inbound Marketing Programmes

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  1. 1. B2B Lead Management / Content Marketing<br />
  2. 2. Good B2B Resources<br />Blog.eloqua.com<br />Blog.marketo.com<br />www.marketinginteractions.com<br />http://www.focus.com/topic/marketing/<br />http://www.funnelholic.com/<br />http://my.alltop.com/marketinginteractions<br />www.junta42.com<br />http://www.contentmarketinginstitute.com/blog/<br />http://content-marketing.alltop.com/<br />
  3. 3. B2B Inbound Marketing<br />
  4. 4. Attraction Marketing<br />Inbound Marketing with intent – pull marketing versus push marketing<br />Using your content to build engagement with purpose, targeted at your specific audience<br />When you create content that pulls prospects, you are differentiating your brand<br />Customers recognise the value and follow trail back to your base (website) to engage with you<br />To ensure this works – create contagious content<br />Your content will move buyers along in their buying process to become a live sales opportunity in time<br />
  5. 5. Sales Vs Buyer Process<br />Buyer Dissonance<br />
  6. 6. Sales Process<br />Prospecting<br />Pre-qualifying<br />Presenting<br />Needs analysis<br />Defining the solution<br />Building Rapport<br />Proposing<br />Closing<br />Negotiation<br />The ASG Group<br />
  7. 7. Buyer Process<br />The business case / rationale / justifying the expenditure<br />Getting the purchase / budget sanctioned<br />Following internal processes/procedures<br />Getting buy-in from other managers /depts<br />The competitive process<br />Getting maximum value for money<br />Defining requirements accurately<br />Evaluating alternatives / alternative solutions<br />Managing risk<br />Making the right decision<br />
  8. 8. Buyer Process Cont..<br />Ensuring that all purchases fit with strategy, systems, etc.<br />Change management / ensuring successful implementation<br />Ensuring success post purchase / implementation<br />Doing more for less<br />Selecting the right technology<br />Selecting the right vendor<br />The contract and negotiation<br />Post purchase project and vendor reviews<br />
  9. 9. The Sales Funnel<br />
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  15. 15. The Buyer Vs Sales Conundrum<br />
  16. 16. The Problem<br />Buyers engaging with sales further down the funnel as they research more online<br />Leads are not properly qualified by the marketing team before they are handed over to sales<br />There is no way of identifying accurately when a lead is ready to be passed to sales as no clear definition of a lead<br />There is no systematic process in place for managing and scoring leads<br />When a lead is disqualified by sales it does not go into a lead nurturing programme<br />There is no visibility in where exactly leads fall out of the funnel<br />There is no connection between leads and converted sales <br />
  17. 17. The solution<br />Lead Management<br />
  18. 18. The 7 Key Rules for Connected Marketer<br />Develop Buyer Personas<br /><ul><li>Understand your prospects, based on who they are, how they behave, and where they interact in the sales cycle</li></ul>Align content with buyers<br /><ul><li>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</li></ul>Consistency across channels<br /><ul><li>Leverage as many channels as possible to get your message out – and keep messages consistent</li></ul>Let experts do the talking <br /><ul><li>Solve problems – find experts who can articulate and discuss problems and solutions</li></li></ul><li>The 7 Key Rules for Connected Marketer<br />Multi-channel distributions<br /><ul><li>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)</li></ul>Automate the process (4 Rs)<br /><ul><li>Reach: Use social media to engage with a broad audience (track all interactions)
  19. 19. Response: measure all response and their nature
  20. 20. Relationship: Build relationship by delivering timely and personalised message based on behaviour and profile
  21. 21. Revenue: Lead nurturing must feed sales</li></ul>Get Connected<br /><ul><li>Make yourself a valuable resource for your prospects</li></li></ul><li>Lead Management Process<br />
  22. 22. Preparational Considerations<br />Characteristics of best customers<br />Who typically buys from you, who are least demading customers, characteristics of easily and profitable closed sales<br />Understanding the “Buyer Journey”<br />Where did best leads come from, how do leads advance along the funnel, which activities do your deals participate in (webinars, demos etc..)<br />How can you identify if a prospect has stalled<br />Lead Qualification<br />What are the specific characteristics of a marketing qualified lead<br />What MQL (marekting qualified leads) typically convert<br />What are the characteristics of leads that typcially need to go through a nurturing programme<br />
  23. 23. Integrated Content Marketing Programme<br />Always provide relevant information to buyers – not huge amounts of it<br />Through segmentation and testing you can target relevant information to specific personas<br />Cultivate an engaging and conversation voice in all buyer related collateral<br />Be frank and direct and focus content on the bottom line for buyers (get to the nub of the issue upfront and the explain)<br />Converse rather than intrude with prospectives<br />Provide segmented targetted information on an opt-in basis (notify prospects of upcoming webinars, new research, collaborative reports etc..) – that they will find valuable<br />
  24. 24. Relevant B2B Content<br />
  25. 25. Advantages of Lead Management<br />Optimises marketing impact on sales<br />Gives marketers better visibility into the sales pipeline, helps marketing deliver better ready-to-buy leads to sales, <br />reduces cost of acquistion to generate sales, enables more efficient sales force<br />Ties sales and marketing closer together <br />Ties marketing process directly to the bottom line - # of marketing qualified leads to converted sales, connects online buyer behaviour with readiness to buy<br />Helps marketing treat customer relationships like corporate assets <br />Extend lead management to live customers<br />Foster and nurture closer customer relationships, develop an engaged community, create customer advocates <br />
  26. 26. Content Programme<br />
  27. 27. Content Strategy B2B<br />Listen and Understand your audience and their behaviour patterns<br />Map out all the stages of your buyer cycles<br />Create specific personas for your prospects and clients<br />Identify specific needs for each of your buyer personas along the buyer cycle<br />Develop content for each buyer stage<br />Develop a content development schedule<br />Allocate resources or identify third parties to produce specific content<br />Develop a clear voice and personality for your content<br />Solicit feedback from your prospects, customers and community<br />
  28. 28. B2B Case Studies<br />
  29. 29. Marketo<br />
  30. 30. Eloqua<br />
  31. 31. Genius<br />
  32. 32. Alterian<br />
  33. 33. Pardot<br />
  34. 34. B2B Business Solutions<br />
  35. 35. American Express<br />
  36. 36. Intuit Business Services<br />
  37. 37. Hubspot<br />
  38. 38. Altimeter Group<br />
  39. 39. Salesforce.com<br />
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