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Pardot Elevate 2012 - Developing Customer-Centric Nurturing Content: A Better B2B Marketing Clinic

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You’ve invested in a killer marketing automation tool. Now give your company the edge with content that attracts and nurtures leads by engaging in a relevant, findable, valuable way. Review real-life …

You’ve invested in a killer marketing automation tool. Now give your company the edge with content that attracts and nurtures leads by engaging in a relevant, findable, valuable way. Review real-life nurturing content examples, and look at how to elevate your content effectiveness to get better results.

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  • 1. Developing Customer-Centric Nurturing Content A Better B2B Marketing Clinic by Nolin LeChasseur Brainrider@Brainrider | @Nolin
  • 2. Better Content is… YOU ARE•  Driven by objectives HERE•  Customer-focused•  Demonstrates subject matter expertise•  Supports your programs•  Easy to publish & share•  Measurable performance (Your Customer is here) @Brainrider | @Nolin
  • 3. Better content! is not about ! you.
  • 4. Customers Want Content That Helps Them Solve Problems…@Brainrider | @Nolin
  • 5. … Aligned To Their Buying Decision If your What’s my How do I fix Are you customer is asking: problem my problem right for me Education Solutions Credentials & They want: & Thought & Product Decision Leadership Suitability Support • Trends • What is the solution & • Pricing how does it work • Benchmarks • Bench strength What to • Solution comparisons demonstration • Analyst coverage share • Pitfall analysis • Case studies • 101 Education with • Readiness & suitability • ROI/TCO • How to guides them: assessments • How other people • How to buy • How do I choose a are solving this • Working with us vendor @Brainrider | @Nolin5  
  • 6. … Aligned With Your Programs If your What’s my How do I fix Are youcustomeris asking: problem my problem right for me ACQUIRE  PROSPECTS   Program Education Solutions Credentials & TheyObjective: want: & Thought & Product NURTURE  PROSPECTS   Decision Leadership Suitability Support DETERMINE  SALES-­‐READINESS   • Trends • What is the solution & • Pricing how does it work • Benchmarks • Bench strength What to • Solution comparisons demonstration • Analyst coverage share • Pitfall analysis • Case studies • 101 Education with • Readiness & suitability • ROI/TCO • How to guides them: assessments • How other people • How to buy • How do I choose a are solving this • Working with us vendor@Brainrider | @Nolin
  • 7. How to Build A Content Strategy q  Prioritize measurable objectives q  Articulate the business you’re in using customer terms q  Profile your target customer segments q  Identify content that’s working now q  Develop content aligned with what your customer wants to know@Brainrider | @Nolin
  • 8. Identify customer needs & pains•  How to …•  How do I …•  Do I need more/less …•  Should we …•  Comparing …•  Choosing a …@Brainrider | @Nolin
  • 9. How the process might look9  
  • 10. Organize by customer needs & pains
  • 11. How the end result should look@Brainrider | @Nolin
  • 12. Better Nurturing Content Clinic q  Be Customer- Focused q  Start with Light Content q  Make It Findable q  Measure What Works @Brainrider | @Nolin
  • 13. Clinic: EnergyCAP - BarryTARGET AUDIENCE§  Corporate energy managers and/or their information-gatherers§  Stakeholders in monitoring and reducing energy use and cost (accounting/sustainability/admin).PROBLEM(S) YOU SOLVELeverage historical energy data to create actionable energymanagement objectives.HOW ARE YOU DOING NOW?We think we have created a website that explains what we dopretty well up front, and provides decent search and navigation sothe interested visitor can drill down into the details of our full-featured application.
  • 14. Clinic: EnergyCAP - Barry Organize navigation in a customer-focused way
  • 15. Clinic: EnergyCAP - Barry Raise the profile andinteractivity of customer needs & pains
  • 16. Track engagement with nurturing and sales readiness content
  • 17. Clinic: SURFACES – Kelly & AprilTARGET AUDIENCEFloor covering manufacturers/suppliers and industry professionalssuch as small, medium, large retailers, distributors, installers,designers, architects, and home buildersPROBLEM(S) YOU SOLVEBuy and sell products, network with peers, receive continuingeducation creditsHOW ARE YOU DOING NOW?Website serves its main purpose which is to give attendees andexhibitors the information they need to register or sign up toparticipate in our show and it provides key information pertinent tothe show, but falls short in providing rich, relevant content thatdrives traffic to the site year round.
  • 18. Merchandise and featurecontent that is useful and educational
  • 19. Increase the visibility of content and programs designed for customers Enrich and leverage youreducational content
  • 20. Even the trade news site isn’t using relevant categories yet.
  • 21. Clinic: Frontline K12 – Ali & JuliaTARGET AUDIENCEK-12 School District Administrators  PROBLEM(S) YOU SOLVEAutomate processes that take a lot of time and paperwork:scheduling substitute teachers, tracking teacher absences, trackingtime worked, managing teacher evaluationsHOW ARE YOU DOING NOW?I think our content does a good job explaining the product and thebenefits. I think we could do a better job of highlighting the specificproblems so that people see their pain points and resonate withthem – and then we provide them with the solution and benefits.
  • 22. Clinic: Frontline K12 – Ali & Julia Condense the About You content into less (and less valuable) real estate Make your 3 pain points the stars! These can serve as navigation & categories.
  • 23. Clinic: Frontline K12 – Ali & Julia Expose the 3 topic areas here, and make them bookmarkable pages
  • 24. Clinic: Frontline K12 – Ali & Julia Nice engagement tracking work! Capture more leads.
  • 25. Clinic: GPS Insight - RyanTARGET AUDIENCEfleet managers and executives for service companies covering anarray of verticals. ex: HVAC, plumbing, delivery, construction,energy, oil & gas, etc.PROBLEM(S) YOU SOLVETrack vehicles to cut fuel costs, improve employee productivity,reduce labor costs, increase safety, improve response times toservice calls and emergencies, and increase customer service.HOW ARE YOU DOING NOW?We have worked really hard on our website and think that we do agood job at presenting the wealth of information we have to ourpotential customers. We make the most important information easyto find and provide a ton of resources for our prospects to utilize.
  • 26. Nice use of needs/benefits as features.These can be further elevated and used to organize content throughout the site.
  • 27. Should be merchandising content assets here. Reduce the # of clicks.
  • 28. Same needs/benefits categories should apply to blog resources, too.Add Pardot tracking code. Merge with main site.
  • 29. What next?Ask questions.Get today’s presentation & cheat sheet:Brainrider.com/Pardot2012Buy me a coffee.Subscribe to more helpful B2B Marketing content: @Brainrider | @Nolin linkedin.com/company/brainrider Resources: Brainrider.com/resources Articles: Brainrider.com/blog