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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

Published in: Business, News & Politics
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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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