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Accelerating the Buyer's Journey: Reveal Intent With Content at the Point of Engagement

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On Thursday, Feb. 21, at 12 p.m. CST, Natalie Stezovsky partnered with David Fortino, SVP of Audience and Product at NetLine, for a two-part webinar on how to create and optimize content based on where leads are in the buyer's journey and how you can ultimately shorten the span of that journey.

This deck covers:

The importance of sales enablement content
Content creation best practices
How to use content at each stage of the buyer’s journey
How to maximize opportunities that result from that content
How to accelerate the buyer’s journey from a single campaign

Published in: Sales
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Accelerating the Buyer's Journey: Reveal Intent With Content at the Point of Engagement

  1. 1. WEBINAR Accelerating the Buyer’s Journey: Reveal Intent With Content at the Point of Engagement
  2. 2. Who Are We? Natalie Stezovsky VP influenceandco.com Tweet: @nstezovsky Influence & Co. is a content marketing agency that specializes in creating engaging content that fuels companies’ content marketing efforts and positions their key employees as influencers in their industries. NetLine Corporation Promotes Your Content With the #1 B2B Content Syndication Lead Generation Network. David Fortino SVP netline.com Tweet: @David__Fortino
  3. 3. What We’ll Discuss The Importance of Sales Enablement Content Content Creation Best Practices How to Use Content at Each Stage of the Buyer’s Journey Stats From the 2018 State of B2B Content Consumption and Demand Report for Marketers Weaponizing Great Content for Lead Generation Accelerating the Funnel Letting One Engagement Do Some Heavy Lifting
  4. 4. The Importance of Sales Enablement Content  Why is sales enablement important? Saves time Lets your reps focus on selling vs. providing education or answering the same questions Shows your leads that you know your stuff Showcases credibility Adds consistency to the sales process Helps ensure expectations are being set correctly for new customers
  5. 5. The Importance of Sales Enablement Content  What does sales enablement content look like? Blog posts Guest posts in outside publications Whitepapers Case studies Infographics Webinars Email drip campaigns, and more
  6. 6. Overcomes common objections during the sales process Educates prospects about your company, your processes, ROI, etc. Primes your prospects to become good customers down the road Provides valuable information that your prospects can pass along to other decision makers on their teams The Importance of Sales Enablement Content  What does sales enablement content do?
  7. 7. Content Creation Best Practices Have your marketing team ask your sales team questions like: • What sorts of questions do your leads most often ask? • What is it that we do that your leads find the most confusing? • What are the biggest reasons for leads passing on working with us? • What part of our process could use some sort of visual representation? Make communication easy Brainstorm content ideas as a group
  8. 8. Content Creation Best Practices Use content idea submission forms Sales call shadowing
  9. 9. How to Use Content at Each Stage of the Buyer’s Journey Awareness Consideration Decision The Buyer’s Journey My business has a problem! I need to do online research. It looks like this company might be able to help! I’ll learn more. This company can definitely help me solve my problem. I’m going to work with them.
  10. 10. How to Use Content at Each Stage of the Buyer’s Journey Goal: Reach a New Audience Awareness Types of content: Guest-contributed content and press mentions By getting your content or name published in online publications that your audience reads, you can make more people aware of your brand. Use links back to your on-site content in your guest- contributed content to lead that new audience back to your site.
  11. 11. How to Use Content at Each Stage of the Buyer’s Journey Goal: Engage and Convert Consideration Types of content: On-site content and gated content Leading people to valuable on-site content, like your blog, will show them how much you know about a subject within your industry. Leading new site visitors to gated content will allow you to capture their email addresses so you can add them to your email marketing campaigns and nurture them on an ongoing basis.
  12. 12. How to Use Content at Each Stage of the Buyer’s Journey Goal: Nurture and Engage to Sale Decision Types of content: Email newsletters and drip campaigns Newsletters will help you stay top of mind with these leads and show them the great content you’re creating. Email drip campaigns will allow you to share content that addresses their pain points based on their understanding of what you do and how ready they are to work with you.
  13. 13. NetLine’s Stats from the 2018 State of B2B Content Consumption and Demand Report for Marketers
  14. 14. NetLine’s Stats from the 2018 State of B2B Content Consumption and Demand Report for Marketers C-level takes 21% longer than managers to read content they’ve requested. Those findings only compound themselves within larger organizations. The larger the organization, the less likely senior leadership will be proactively searching, engaging, and consuming long-form content.
  15. 15. Leverage funnel and persona development with an intelligent deployment strategy across a B2B network of in-market professionals. Weaponizing Great Content for Lead Generation Content in a vacuum vs. syndication to hyper-targeted audiences
  16. 16. Promote content to amplify reach Acquire net new quality leads by reaching in-market professionals, actively researching business-related topics Run sophisticated lead generation campaigns with account-level filtering to reach professionals from your target accounts Value vs. vapor: Pay only for the qualified leads generated and full transparency into lead data, reporting Weaponizing Great Content for Lead Generation Performance-Based (CPL Lead Generation)
  17. 17. Accelerating the Funnel Now that you have pipeline in the TOFU stage, how do you maximize the ROI of content? Marketers get the holy grail — knowing readiness to buy down to an exact time frame, that prospect’s level of decision-making authority all from one piece of content.
  18. 18. Letting One Engagement Do Some Heavy Lifting
  19. 19. The Content Marketer’s Guide to Sales Enablement. This guide outlines all the tips we discussed today. It will help align your sales and marketing teams and ensure your sales teams are using your content effectively. Free consultation! Set up a completely hassle-free call and get your questions about content marketing answered. Link to resources above: https://offers.influenceandco.com/netline-webinar-promopage Resources Influence & Co.
  20. 20. The 2018 State of B2B Content Consumption and Demand Report for Marketers This report provides B2B marketers with data from thousands of real campaigns over 12 months, yielding insights from consumption activity taking place across the NetLine Corporation Network in the US. Combining two layers of data — that of the in-demand audience and realities of active audience consumption — marketers can derive tactics to assemble a comprehensive content marketing strategy. Link to resources above: https://www.netline.com/netline002n/? d=glconsumption18&k=190208webinfglc&utm_source=webinar&utm_medium= email&utm_campaign=190208emlicowb&utm_content=190208emlicowb Resources NetLine
  21. 21. WEBINAR Questions?

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