4 Steps to a Buyer-Centric Marketing Model

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Discover four vital but often overlooked steps to attracting B2B buyers and increasing pipeline efficiency. Watch the complete webcast at:
http://www.brighttalk.com/r/RWz

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  • Thank you for joining our webcast today.I’m Lauren Goldstein, VP of Strategic Planning for Babcock & Jenkins – a relationship marketing agency focused on driving demand for our B2B client base.I’ve had the pleasure of working hands-on with some of the best and brightest B2B brands in the market: Adobe, NetApp, Qwest, Microsoft, Intel and Qwest Communications. It’s through the work with these esteemed companies – and our organizations passion for establishing and cultivating relationships between businesses and buyers that REQUIREMENT to be “Buyer Centric” has emerged.As marketers, we have a tendency to indulge in marketing strategies that focus on OUR priorities and OUR key messages.Approaching marketing from a buyer’s perspective naturally prioritizes THEIR needs and business challenges first. In today’s session - Four Steps to Adopting a Buyer Centric Marketing Model – we will explore how to move our marketing communications to align with buyer’s needs.
  • Accelerate pipeline conversion to sales and build lasting relationships through a customer-centric marketing model.
  • Start by asking the question:What is the business issue we solve…or, what do we enable?Who is it most important to?Who are the buyers? The influencers? The researchers?What are the demographic/distinct qualities that define this audience (information you may be able to glean from your database)?Job roleTitleYears in positionGender
  • Personas dive deeper into behaviors, threats, motivators.Threats:What’s causing the problem (for David, it may be user complaints about technology solutions)What could make the problem worse (not doing anything)MotivatorsWhat’s driving them? Success with the company president (flawless communication) “no one ever got fired for choosing the industry leader”How are they successful (proving ROI)Who are their influencers?How do they prefer to hear from you (online, offline, socially, etc).For instance, CIO is becoming a new guard – fresh out of B school. Had a conversation with a client this week about what they’re seeing…CIO is much more apt to participate in a social setting with peers online than attend a round table.
  • You can get to these insights in a number of ways.Analysis of databaseCustomer interviewOnline surveying….focus groups can be tricky.
  • From brand to demand, content is the axis of great marketing – and is core to BNJ strategic thinking. We create demand and accelerate pipeline by engaging audiences in meaningful conversation to form and preserve lasting, profitable relationships. Discover = Thought leadership and business growthBest practices of retailers*More effectively manage inventory*Assessment toolConsider = Solution AreasSpecific business challenges*Recommendation tools; analyst informationDecide = Recommendations **If you want a copy of this map, go to www.bnj.com or send me an email.
  • 4 Steps to a Buyer-Centric Marketing Model

    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. Quick Poll<br />
    11. 11. Step 1: Define Key Segments.<br />Buyers<br />Influencers<br />Researchers<br />
    12. 12. Step 2: Behavioral Profile/Persona<br />
    13. 13. Step 2: Behavioral Profile/Persona<br />
    14. 14. Speak in THEIR Words!<br />
    15. 15. Creating a Buyer’s Journey Map<br />Step 3<br />
    16. 16. Buyer’s Journey<br />16<br />
    17. 17. Quick Poll<br />
    18. 18. Content Strategy Roadmap<br />Step 4<br />
    19. 19. Audit & Map Content, Define Gaps……….<br />
    20. 20. …Then Fill in Gaps….<br />Plan and repurpose content and information you get from them into multiple formats.<br />Use your SMEs wisely – interviewsinstead of assignments/give them something to react to.<br />Consider purchasing content and asking them to review it/provide a Point of View on camera.<br />
    21. 21. ….And Atomize! (aka “Multi-Purpose”)<br />
    22. 22. In Action<br />Content Alignment Delivers Relevant Conversations!!<br />
    23. 23. 23<br />
    24. 24.
    25. 25. 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 />
    26. 26. Thank You!<br />Lauren Goldstein<br /> laureng@bnj.com<br />Twitter @LaurenOnDemand<br />Blog www.LaurenOnDemand.com<br />

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