SEO isn't enough to keep a sales pipeline filled. To do that, you also need to develop great content that directs prospects to your website and keeps them engaged. Learn the top questions your prospects are looking to answer then actively create and execute a more relevant content strategy that generates leads.
3. #DemandJen13 – @jim_brown
Why is Content Critical?
“74% of C-level executives say the Internet
is very valuable for finding information
and 53% say they prefer to locate
information themselves.”
Forbes Insight –The Rise of the Digital C-
Suite
“[Business] buyers are two-thirds of the way
through their buying process before they engage
with vendors.”
Forrester –The Lead-Nurturing Payoff
“B2B customers are delaying serious
engagement with sales until they are 57%
of the way through the purchase process.”
Corporate Executive Board
7. #DemandJen13 – @jim_brown
Personas
Kim Weber
Corporate Marketing
Manager
“There is always something
to be done. I need tasks to
be simple and easy so I can
focus on the more important
things in life, like my son
Brady.”
Behaviors & Culture
• Slightly unorganized
• Very practical but easily flustered
• Honest and sincere
• Passionate
Sample Search Queries
• Differences in marketing
automation software
• Sales Force data services
• B2B appointment setting
Challenges
• Managing multiple tasks at once
• Coping when “life” happens and
goes against her “plan”
Fears
• Feeling unaccomplished
• Getting off task
• Getting fired
Needs & Expectations
• Simplicity
• Products and services that are
easy to understand and choose
• Anything that is in the best
interest of her son
Motivations
• Checking things off her
“to-do” list
• Feeling accomplished
• 5pm on Friday
Known Information:
User Category: Software End User
Age: 31
Race: White
Education: Bachelors Degree
Employment: Full time
Household Income: $45,000
Family: Divorced, Single mother
8. #DemandJen13 – @jim_brown
Customer Engagement Cycle
Stage Questions Asked
Awareness How can I find/fix/help __________?
Consideration What do I need to consider when purchasing __________?
Inquiry What options/solutions does this company offer?
Purchase Why is it better to purchase from this company over another?
Retention What would make me purchase from this company again?