60 percent - The presales problem

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Customers are choosing to delay commercial conversations with suppliers. 57% of the buyer's is completed before customer‘s first serious engagement with sales.
The goal for companies is to build a strategy for getting in customer‘s relevant set at an earlier stage. What content marketing tactics needed to reach that goal.

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60 percent - The presales problem

  1. 1. 60 % - The presales problem Michael Schmitz Head of Content Lab, Publicis Munich Munich, 18th. November 2013 1
  2. 2. Funnel and Buying Center Journey Up-/Cross-Selling potential Funnel CONTRACT Familiarity Awareness Consideration Evaluation Re-Assurance B2B Buying Center Journey Vague notion for solution 2 Interested in solution Researching vendors Evaluating Product/solution Narrowing field Social Vetting Negotiation CONTRACT Ambassadors
  3. 3. Looking at the presales funnel: The problem Customers are choosing to delay commercial conversations with suppliers 57% Complete Customer Due Dilligence Begins Source: CeB, MlC Customer Purchase Research Survey, 2011. 3 Customer‘s First Serious Engagement with Sales Purchase
  4. 4. The goal: Get engaged early Build a strategy for getting in customer‘s relevant set in an earlier stage Customer Due Dilligence Begins 4 Customer‘s First Serious Engagement with Sales Purchase
  5. 5. Content becomes the decisive factor • Content is the currency of the Social web • Content is, what users search for • Content let users, • click • share • comment • subscribe • follow • buy  Therefore companies need a strategy 5
  6. 6. Why Content Marketing 6
  7. 7. How do we get there: The Publicis Content Marketing Process Details Process _________ _______ Feedback Loop - Topics Audiences Channels Existing Contents Modules _________ - Topic Monitoring - Channel Monitoring 7 - Content Audit - Persona Map - Ongoing Reporting - Topic Strategy - Channel Strategy - Personas - Workshop Topic- & Channel Strategy - Topic Architecture - EditWorkshop Processes & Workflows - Content Marketing Cookbook - Definition of Content Performance KPIs - Editorial-Planning Content Creation & Curation Conversation Management Seeding/Promotion Content Optimization - Editorial Services, Creation & Curation - Editorial Planning - Conversation Management - Optimization Plan for existing contents - Tracking Check KPIs Content Performance Content Optimierung Monitoring - Dashboard ContentPerformance KPIs - Topic Monitoring - Channel Monitoring
  8. 8. Content Strategy: General approach Create and place the right content in the right channel according to target groups and the topics relevant to them Generate Awareness 8 Content Specification: Optimize the content for each channel Increase Customer Engagement Enable dialogue: Set up suitable feedback channels Capture Qualified Leads Enhance dialogue: Guarantee sustainable dialogue and value for the user through content Build Customer Loyalty
  9. 9. Content Marketing Tactics Up-/Cross-Selling potential Funnel New Topics Topics in new context Topics and Materials/Assets that support decision process in buying centers – adressing different roles with different contents (Initiator, Influencer, Gatekeeper, User, Decider , User) Communcating Added Value of the company‘s Products Emotional, Engaging shareable content CONTRACT Familiarity Awareness Consideration Evaluation Re-Assurance B2B Buying Center Journey Vague notion for solution 9 Interested in solution Researching vendors Evaluating Product/solution Narrowing field Social Vetting Negotiation CONTRACT Ambassadors
  10. 10. Copyright © 2012 Publicis München – Zweigniederlassung der PWW GmbH 10
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