Content for leads lunch & learn 17th October 2013

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Presentation delivered by Eve Whitaker from The Eight.

Published in: Marketing, Business, Technology
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Content for leads lunch & learn 17th October 2013

  1. 1. Content for Leads
  2. 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. 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. 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. 5. So how can I be interesting to my customers (content) if we (my competitors) are all talking about the same thing?
  6. 6. 1. Buyer Personas
  7. 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. 8. Its not about YOU its about your CUSTOMER
  9. 9. 60% of the sales cycle is over before a buyer talks to your sales person
  10. 10. Focus on how you can help NOT what you can sell Resist selling think EDUCATE
  11. 11. 3. Content Path
  12. 12. If Content is King Context is God
  13. 13. PLEASE DONT LET YOUR SALES TEAM COLD CALL WHEN YOUR PROSPECT IS IN A LEAD NURTURING PROCESS
  14. 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. 15. 3. Create It
  16. 16. Think Economies of Scale From One White paper .. To… Article series Blog posts Video interview Slideshare Webinar Exec summary Infographic
  17. 17. 5. Where are my sales!!
  18. 18. Inbound Marketing More Traffic More Leads More Customers ‘Customers don’t want to be sold to, they want to buy from you’

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