Content that drives conversions.
A Better B2B Marketing Session
Nolin LeChasseur, Partner, Brainrider
@nolin
@brainrider
Safe harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contai...
Nolin LeChasseur
Partner, Brainrider
@nolin
Content is hard work and it’s expensive.
Too much B2B content doesn’t deliver enough value.
TWEET THIS!
#DF13
@Brainrider

The buyer is in control.
It’s not
about
you.
5 truths of better content.
Customer-focused
Demonstrates subject matter expertise
Aligned with programs
Easy to publish &...
Buyers need content to make a buying decision.

What’s my
problem?

How do I fix
my problem?

Are you
right for me?
Buyers want content that solves a problem…
Übersuggest
… aligned to their buying decision.
If your
customer
is asking:

What’s my
problem?

How do I fix
my problem?

Are you
rig...
1.  Identify, plan, and organize
by customer needs & pains

5 keys
to creating
content
that
converts.

2.  Leverage your c...
TWEET THIS!
#DF13
@Brainrider

Identify, plan, and
organize your content
by customer needs
and pains.
Too many websites are all about the company.

Solutions
Products

About Us
Services

Company News

Partners

Customers

Re...
Too many resource centers are organized by format.
Identify your buyer’s needs & pains.
How to …
How do I …
Do I need more/less …
Should we …
Comparing …
Choosing a …
Plan & organize resources by buyer needs & pains.
Plan & organize your site by buyer needs & pains.
TWEET THIS!
#DF13
@Brainrider

Leverage your
company’s subject
matter expertise.
Citibank targets SMBs…
…with marketing advice.
Find your customer-centric subject matter expertise.
Who are your SMEs and what do they know?
Reverse engineer what you al...
TWEET THIS!
#DF13
@Brainrider

Target buyer-intent
keywords and phrases.
Look at longer search queries for buyer intent.
MARKETING AUTOMATION…
…jobs in San Francisco

…pricing comparison

…landin...
Look at longer search queries for buyer intent.
MARKETING AUTOMATION…
…jobs in San Francisco

…pricing comparison

…landin...
TWEET THIS!
#DF13
@Brainrider

Describe your
content using
customer language.
Which one is buyer-focused?

Marketing Automation
Requirements Document
Example & Template

How To Sell
Marketing Automati...
Which one is buyer-focused?

Marketing Automation
Requirements Document
Example & Template

How To Sell
Marketing Automati...
Which one is buyer-focused?

Marketing Automation
Buyer’s Guide

Marketing Automation
Solution Comparison Guide

Another B...
Which one is buyer-focused?

Marketing Automation
Buyer’s Guide

Marketing Automation
Solution Comparison Guide

Another B...
TWEET THIS!
#DF13
@Brainrider

Test & learn
with light tactics,
then scale winners
into heavier tactics.
Test & learn with light tactics.
Social media sharing
Social publishing
Blogging / guest blogging
Article syndication / co...
Repurpose existing assets.
Dense marketing assets: White papers, ebooks
Recorded media: webinars, podcasts, videos
Image m...
Measure website engagement.
Measure content engagement.
Measure form & landing page conversions.
Research what contributed to won opportunities.
RESOURCE

Marketing Automation
Optimization Checklist
RESOURCE

Better B2B...
TWEET THIS!
#DF13
@Brainrider

Share buyer-need
insights with your
sales team to support
more relevant follow-up.
Share prospect activity history with sales reps
Score prospects for need based on engagement
Ensure sales follow-up on sales CTA engagement
Track high value activities in Salesforce campaigns
Measure the value your campaigns are creating
Learn from what other companies are doing well.
What next?
Ask questions.
Get these slides, or book a 1-on-1 meeting: brainrider.com/nolin

Subscribe to more helpful B2B ...
All about Brainrider Knowledge Marketing Group
Brainrider is a good listener, a great thinker, and a
“make it happen” full...
B2B marketing content that drives conversions a dreamforce 2013 presentation
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B2B marketing content that drives conversions a dreamforce 2013 presentation

  1. 1. Content that drives conversions. A Better B2B Marketing Session Nolin LeChasseur, Partner, Brainrider @nolin @brainrider
  2. 2. Safe harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. 3. Nolin LeChasseur Partner, Brainrider @nolin
  4. 4. Content is hard work and it’s expensive.
  5. 5. Too much B2B content doesn’t deliver enough value.
  6. 6. TWEET THIS! #DF13 @Brainrider The buyer is in control.
  7. 7. It’s not about you.
  8. 8. 5 truths of better content. Customer-focused Demonstrates subject matter expertise Aligned with programs Easy to publish & share Measurable performance
  9. 9. Buyers need content to make a buying decision. What’s my problem? How do I fix my problem? Are you right for me?
  10. 10. Buyers want content that solves a problem… Übersuggest
  11. 11. … aligned to their buying decision. If your customer is asking: What’s my problem? How do I fix my problem? Are you right for me? They want: Education & Benchmarks Solution Options & Product Suitability Proof Points & Decision Support What to share with them: • Trends • Benchmarks • Analyst coverage • 101 Education • How to guides • How other people are solving this • What is the solution & how does it work • Solution comparisons • Pitfall analysis • Readiness & suitability assessments • How to choose a vendor • Pricing • Bench strength demonstration • Case studies • ROI/TCO • Working with us • How to buy
  12. 12. 1.  Identify, plan, and organize by customer needs & pains 5 keys to creating content that converts. 2.  Leverage your company’s subject-matter expertise 3.  Target buyer intent search keywords and phrases 4.  Describe your content using customer language 5.  Test & learn with light tactics, then scale winners into heavier tactics 6.  DF13 Salesforce.com bonus
  13. 13. TWEET THIS! #DF13 @Brainrider Identify, plan, and organize your content by customer needs and pains.
  14. 14. Too many websites are all about the company. Solutions Products About Us Services Company News Partners Customers Resources
  15. 15. Too many resource centers are organized by format.
  16. 16. Identify your buyer’s needs & pains. How to … How do I … Do I need more/less … Should we … Comparing … Choosing a …
  17. 17. Plan & organize resources by buyer needs & pains.
  18. 18. Plan & organize your site by buyer needs & pains.
  19. 19. TWEET THIS! #DF13 @Brainrider Leverage your company’s subject matter expertise.
  20. 20. Citibank targets SMBs…
  21. 21. …with marketing advice.
  22. 22. Find your customer-centric subject matter expertise. Who are your SMEs and what do they know? Reverse engineer what you already sell Ask your customer-facing staff What search terms are driving site traffic? What on-site search terms are common? What searches are high volume?
  23. 23. TWEET THIS! #DF13 @Brainrider Target buyer-intent keywords and phrases.
  24. 24. Look at longer search queries for buyer intent. MARKETING AUTOMATION… …jobs in San Francisco …pricing comparison …landing page templates …implementation guide …alternatives …consulting hourly rate …white paper …requirements document …pricing …contract terms …best practices …structure of team
  25. 25. Look at longer search queries for buyer intent. MARKETING AUTOMATION… …jobs in San Francisco …pricing comparison …landing page templates …implementation guide …alternatives …consulting hourly rate …white paper …requirements document …pricing …contract terms …best practices …structure of team
  26. 26. TWEET THIS! #DF13 @Brainrider Describe your content using customer language.
  27. 27. Which one is buyer-focused? Marketing Automation Requirements Document Example & Template How To Sell Marketing Automation To Your Boss Another Better B2B Marketing Resource Another Better B2B Marketing Resource
  28. 28. Which one is buyer-focused? Marketing Automation Requirements Document Example & Template How To Sell Marketing Automation To Your Boss Another Better B2B Marketing Resource Another Better B2B Marketing Resource
  29. 29. Which one is buyer-focused? Marketing Automation Buyer’s Guide Marketing Automation Solution Comparison Guide Another Better B2B Marketing Resource Another Better B2B Marketing Resource
  30. 30. Which one is buyer-focused? Marketing Automation Buyer’s Guide Marketing Automation Solution Comparison Guide Another Better B2B Marketing Resource Another Better B2B Marketing Resource
  31. 31. TWEET THIS! #DF13 @Brainrider Test & learn with light tactics, then scale winners into heavier tactics.
  32. 32. Test & learn with light tactics. Social media sharing Social publishing Blogging / guest blogging Article syndication / contribution
  33. 33. Repurpose existing assets. Dense marketing assets: White papers, ebooks Recorded media: webinars, podcasts, videos Image media: infographics, illustrations, presentations Training materials Support manuals, user forums, knowledge base RFP responses & sales proposals
  34. 34. Measure website engagement.
  35. 35. Measure content engagement.
  36. 36. Measure form & landing page conversions.
  37. 37. Research what contributed to won opportunities. RESOURCE Marketing Automation Optimization Checklist RESOURCE Better B2B Marketing Checklist RESOURCE 2013 B2B Marketing Budget Allocation Tool WEB VISIT PAGEVIEWS Web content about planning & content
  38. 38. TWEET THIS! #DF13 @Brainrider Share buyer-need insights with your sales team to support more relevant follow-up.
  39. 39. Share prospect activity history with sales reps
  40. 40. Score prospects for need based on engagement
  41. 41. Ensure sales follow-up on sales CTA engagement
  42. 42. Track high value activities in Salesforce campaigns
  43. 43. Measure the value your campaigns are creating
  44. 44. Learn from what other companies are doing well.
  45. 45. What next? Ask questions. Get these slides, or book a 1-on-1 meeting: brainrider.com/nolin Subscribe to more helpful B2B Marketing content: @Brainrider | @Nolin Resources: Brainrider.com/resources Articles: Brainrider.com/blog
  46. 46. All about Brainrider Knowledge Marketing Group Brainrider is a good listener, a great thinker, and a “make it happen” full-service B2B marketing agency with the mission of delivering better results by helping you: §  Use content marketing to tell a compelling story about your complex B2B software, hardware, or professional services solutions §  Update your website to generate more leads and expand your online marketing presence §  Implement programs that attract, acquire, nurture, and qualify more leads

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