“Across industries, the marketing and selling
context has changed.
Buyers are behaving differently, they are
connected to ...
While We’re Living In A World of Connections…




    …It Is Still The Handshakes That Count
                             ...
“As a new age of customers gets better
        at accessing company information
  and understanding the competitive landsc...
Schlumberger: A 15 Year Evolution From
Credentials To Content To Connections




                               2001: Dyna...
Leveraging Schlumberger’s Assets:
Credentials, Content , and Connections




               2010: High Value Marketing Ass...
How To Make It Work

                            1. Map
                          What your
                      customer...
1. Understand What Your Customers Want
   To Know
   Get Customer Intelligence By Tracking          Understand The Range O...
2. Focus What You Know Into Marketing
   Assets & Sales Support
      Smart Collateral
                           Intellig...
3. Connect To Attract, Nurture, and Profile
   More Prospects In Your Pipeline




    Use Digital Tools To Load Your Pros...
Quick Demo Video




                   11
Next Steps: 3 Ways To Get More Customers
Knowledge Marketing Programs
1. Pilot: 3 month pilot
 Increase lead capture and ...
Thank You


                          I
                        Want
                      To Create
                     ...
B2B Pipeline Marketing How To Get More Customers Presentation (12 slides) april 2010
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B2B Pipeline Marketing How To Get More Customers Presentation (12 slides) april 2010

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A 12 slide practical guide on how to tap the value of what you know to attract, nurture and close your prospects.

How to give away some of your most valuable information to connect you with your most valuable prospects: customers who need what you sell.

A quick guide on improving your sales and marketing pipeline.

Published in: Business, Education
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B2B Pipeline Marketing How To Get More Customers Presentation (12 slides) april 2010

  1. 1. “Across industries, the marketing and selling context has changed. Buyers are behaving differently, they are connected to more information, earlier in the sales process. Therefore the work required to make a sale is becoming more complex.” >>>Harvard Business Review 2006 2
  2. 2. While We’re Living In A World of Connections… …It Is Still The Handshakes That Count 3
  3. 3. “As a new age of customers gets better at accessing company information and understanding the competitive landscape, businesses are forced to work smarter not harder.” >>>Aberdeen Group Sept 2008 4
  4. 4. Schlumberger: A 15 Year Evolution From Credentials To Content To Connections 2001: Dynamic Content 1996: Credentials & Product 5
  5. 5. Leveraging Schlumberger’s Assets: Credentials, Content , and Connections 2010: High Value Marketing Assets 6
  6. 6. How To Make It Work 1. Map What your customers want to know 3. Connect 2. Focus Share what you know What you know to attract, nurture into marketing and profile more assets prospects 7
  7. 7. 1. Understand What Your Customers Want To Know Get Customer Intelligence By Tracking Understand The Range Of Digital Footprints & Customer Touch-points Information They Are Looking For Research High Value How to Thought leadership Need & Gap assessment 101 education & glossaries Top 10 lists Q&A Quick Hit PR & News Backstage pass Personality driven Product tours and overviews Table Stakes Success stories and case studies ROI & Biz case Company credentials & info 8
  8. 8. 2. Focus What You Know Into Marketing Assets & Sales Support Smart Collateral Intelligent Data Capture Triggered & Timed Nurturing 9
  9. 9. 3. Connect To Attract, Nurture, and Profile More Prospects In Your Pipeline Use Digital Tools To Load Your Prospect Database With More Profile Information and Integrate Marketing & Sales Programs 10
  10. 10. Quick Demo Video 11
  11. 11. Next Steps: 3 Ways To Get More Customers Knowledge Marketing Programs 1. Pilot: 3 month pilot  Increase lead capture and pipeline visibility  Build awareness by leveraging existing knowledge assets  Test 3-4 demand generation tactics 2. Full: 6- 12 month program  Optimize lead capture and pipeline visibility  Build awareness with targeted knowledge assets  Optimize inbound/outbound demand generation  Optimize prospect nurturing 3. Custom: 12+ month program  Optimize lead capture and pipeline visibility  Optimize awareness growth with accelerated development of knowledge assets  Optimize inbound/outbound demand generation with customized tools  Optimize prospect nurturing  Full sales process integration 12
  12. 12. Thank You I Want To Create New Customers Go to www.brainrider.com for a free copy of our e-book “How to use KNOWLEDGE MARKETING To CREATE B2B CUSTOMERS” 13

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