Welcome.<br />4 Steps to Adopting a Buyer-Centric Marketing Model<br />Lauren Goldstein<br />VP Strategic Planning<br />Ba...
What You’ll Learn in 35 Minutes<br />4<br />Why Audience Insight is Crucial<br />Knowing Your Buyer <br />Creating a Buyer...
Lead Ahead!<br />
Why is Audience Insight Crucial?<br />“Let’s do an email campaign about our new widget that’s launching next quarter…”<br />
Yesterday’s Funnel<br />Source: Forrester Research, Inc<br />
Today’s Reality<br />5%<br />50%<br />Source: Forrester Research, Inc<br />
Marketing Must Evolve to Meet Customer Needs<br />
Opportunity…<br />Start with the customer!<br />
Knowing Your Buyer<br />Step 1: Defining Segments<br />Step 2: Persona Development<br />
Step 1: Define Key Segments.<br />Buyers<br />Sellers<br />Influencers<br />Researchers<br />
Step 2: Behavioral Profile/Persona<br />
Step 2: Behavioral Profile/Persona<br />
Speak in THEIR Words!<br />
Creating a Buyer’s Journey Map<br />Step 3<br />
Buyer’s Journey<br />15<br />
Content Strategy Roadmap<br />Step 4<br />
Audit  & Map Content, Define Gaps……….<br />
…Then Fill in Gaps….<br />Consider all your options: in-house, analysts, publishers.<br />Use your internal gurus wisely –...
….And Atomize! (aka “Multi-Purpose”)<br />
In Action<br />Content Alignment Delivers Relevant Conversations!!<br />
21<br />
The Content Dictionary<br />Content Strategy<br />Content Unit<br />Customer-Centric Marketing<br />Multi-Purposing<br />P...
Thank You!<br />Lauren Goldstein<br /> laureng@bnj.com<br />Twitter  @LaurenOnDemand<br />Blog  www.LaurenOnDemand.com<br />
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Making the Leap to a Buyer-Centric Marketing Model in Four Steps

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Moving toward a buyer-centric marketing model is an essential strategic requirement in B2B marketing today. As marketers, we have a tendency to indulge in marketing strategies that focus on OUR priorities, our key messages and our current content assets first. A buyer-centric model naturally prioritizes the buyer’s business challenges and the questions they need answered to make a purchase.

Topics Covered:
- Comprehending why audience insight is crucial
- Ensuring you know your buyer
- Gaining insight into key stages and content requirements of the buyer's journey
- Planning a content strategy and roadmap (including a glossary of terms)

Published in: Business, News & Politics
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Making the Leap to a Buyer-Centric Marketing Model in Four Steps

  1. 1. Welcome.<br />4 Steps to Adopting a Buyer-Centric Marketing Model<br />Lauren Goldstein<br />VP Strategic Planning<br />Babcock & Jenkins<br />
  2. 2. What You’ll Learn in 35 Minutes<br />4<br />Why Audience Insight is Crucial<br />Knowing Your Buyer <br />Creating a Buyer’s Journey “Map”<br />Content Strategy/Roadmap<br />
  3. 3. Lead Ahead!<br />
  4. 4. Why is Audience Insight Crucial?<br />“Let’s do an email campaign about our new widget that’s launching next quarter…”<br />
  5. 5. Yesterday’s Funnel<br />Source: Forrester Research, Inc<br />
  6. 6. Today’s Reality<br />5%<br />50%<br />Source: Forrester Research, Inc<br />
  7. 7. Marketing Must Evolve to Meet Customer Needs<br />
  8. 8. Opportunity…<br />Start with the customer!<br />
  9. 9. Knowing Your Buyer<br />Step 1: Defining Segments<br />Step 2: Persona Development<br />
  10. 10. Step 1: Define Key Segments.<br />Buyers<br />Sellers<br />Influencers<br />Researchers<br />
  11. 11. Step 2: Behavioral Profile/Persona<br />
  12. 12. Step 2: Behavioral Profile/Persona<br />
  13. 13. Speak in THEIR Words!<br />
  14. 14. Creating a Buyer’s Journey Map<br />Step 3<br />
  15. 15. Buyer’s Journey<br />15<br />
  16. 16. Content Strategy Roadmap<br />Step 4<br />
  17. 17. Audit & Map Content, Define Gaps……….<br />
  18. 18. …Then Fill in Gaps….<br />Consider all your options: in-house, analysts, publishers.<br />Use your internal gurus wisely – interviews, during presentations or give them something to react to.<br />Plan and repurpose content and information you get into multiple formats.<br />
  19. 19. ….And Atomize! (aka “Multi-Purpose”)<br />
  20. 20. In Action<br />Content Alignment Delivers Relevant Conversations!!<br />
  21. 21. 21<br />
  22. 22.
  23. 23. The Content Dictionary<br />Content Strategy<br />Content Unit<br />Customer-Centric Marketing<br />Multi-Purposing<br />Persona<br />Atomization<br />Audit and Mapping<br />Buyer’s Journey <br />Content Asset<br />Content Marketing<br />Content Strategy<br />www.LaurenOnDemand.com<br />Search: “Speak Content”<br />
  24. 24. Thank You!<br />Lauren Goldstein<br /> laureng@bnj.com<br />Twitter @LaurenOnDemand<br />Blog www.LaurenOnDemand.com<br />

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