Content for leads lunch & learn 17th October 2013

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Presentation delivered by Eve Whitaker from The Eight.

Presentation delivered by Eve Whitaker from The Eight.

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  • 1. Content for Leads
  • 2. INBOUND MARKETING METHODOLOGY This diagram shows the stages of the buying cycle to increase sales with marketing . From prospect to customer and some of the tactics used. Attract Strangers Convert Leads Visitors Blog Social Media Keywords Pages Close Calls-to-Action Landing Pages Forms Lead Nurturing Delight Promoters Customers Email Workflows Lead Scoring CRM Integrations Social Media Calls-to-Action Email Workflows
  • 3. 5 Key areas 1. Buyer Personas 2. NO SELLING 3. Content Paths…in English that’s Lead Nurturing! 4. Create it 5. WHERE ARE MY SALES!!
  • 4. Just in case you need convincing • Buyers are increasingly doing their own research You are now invited into the sales process late into the deal • Outbound response rates are dropping and cost per lead rising • Sales teams are not consistently pitch your USPs • We are already spending 25% of our budgets on content
  • 5. So how can I be interesting to my customers (content) if we (my competitors) are all talking about the same thing?
  • 6. 1. Buyer Personas
  • 7. Think like this… • • • • • What are their problems What results do they want What are their perceived barriers What is the journey How do they decide
  • 8. Its not about YOU its about your CUSTOMER
  • 9. 60% of the sales cycle is over before a buyer talks to your sales person
  • 10. Focus on how you can help NOT what you can sell Resist selling think EDUCATE
  • 11. 3. Content Path
  • 12. If Content is King Context is God
  • 13. PLEASE DONT LET YOUR SALES TEAM COLD CALL WHEN YOUR PROSPECT IS IN A LEAD NURTURING PROCESS
  • 14. A Few Stats • YouTube is gaining popularity as a social media platform to reach and engage B2B audiences. • 61% of marketers use marketing automation platforms, up from 43% last year. • The vast majority (93%) of B2B marketers are creating content from scratch. • Only 34% are syndicating/curating content, and just 30% are encouraging user-generated content.
  • 15. 3. Create It
  • 16. Think Economies of Scale From One White paper .. To… Article series Blog posts Video interview Slideshare Webinar Exec summary Infographic
  • 17. 5. Where are my sales!!
  • 18. Inbound Marketing More Traffic More Leads More Customers ‘Customers don’t want to be sold to, they want to buy from you’