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Content Marketing B2B
– Win New Customers by Helping them Buy
Susanne Hägvall
www.hagvallsjoman.se
Five truths about B2B
Starts with a problem
ImagecourtesyofSuraNualpradidatFreeDigitalPhotos.net
Complex, costly, customized solutions
Group decisions
Buying
decision
Realizing
need
for change
Decision to
change
Identifying
solutions /
vendors
Selection
solutions /
vendors...
Rational decisions...
WARNING! Very strong currents!
90%
Sales60%
Buying cycle
Individual collection of informationMarketing communication
Buying
decision
Realizing
need
for chang...
Content Marketing
To help our potential customers through
their buying cycle by offering packaged
knowledge – ”content” – ...
93%
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
4/10
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
B2B 66% B2B 11%
1. Understand your customer
Persona
A detailed description of a fictional person who
buys your products and services.
Add a personal dimension to abst...
PRIORITY
INITIATIVES
SUCCESS FACTORS
BARRIERS
BUYER’S JOURNEY
DECISION CRITERIA
PROFILE
Persona
criteria
2. Define a theme
Depth
Relevance Value
What is relevant
to our customers?
What has a value for
us to communicate?
Is there enough to be
sai...
Customer challenge
The healthcare sector struggles with balancing maximum safety for the
patients and a flexible, user-fri...
Build your story
ImagecourtesyofOhmega1982atFreeDigitalPhoto.net
Starts with a problem
Our IT security solution is based on the
security standard PKI and PKCS #11.
It makes it easy to integrate in all types of...
• Filmanalogi:
– Synopsis för hela filmen
– Olika avsnitt
– Olika scener
• Regissören
Malin
Follow the buying process
Educational, reflective
content, confirming the
need for change
Solution and product
oriented co...
Picture: Flickr, M Car, CC BY-ND 2.0
Content audit
Content audit
Realizing need
for change
Decision to
change
Identify
solutions/
vendors
Selection
solutions /
vendors
Final...
Find inspiration
How to find inspiration
• Involve the internal experts
• Follow the market trends
• Tune in to the industry buzz
• Check o...
Package your story
BackgroundOfManyColorfulGlassBottles"bySiraAnamwong
2014 B2B Content Marketing Trends - North America, Content Marketing Insitute
How to package a story
Picture: Flickr, lydia_shiningbrightly, CC BY 2.0
• Adapt the story to different personas
• Different parts of the story meets different
needs during the buying cycle
• Rep...
Shortbread. So clever! One dough can be the basis
for many different kinds of cookies.
Share your content
Blog
Newsletter
Social mediaPress room
Ads,
banners,
PPC
Lead
nurturing
Personal
email
Events &
meetings
Company
website
C...
Measure and evaluate
7.
Measure and
evaluate
Content Marketing in 7 steps
4.
Content audit
3.
Build your story
5.
Package content
6.
Share cont...
Susanne Hägvall
susanne@hagvallsjoman.se
linkedin.com/in/susannehagvall
@SusHag
www.hagvallsjoman.se/blog
Content marketing B2B -  Win new customers by helping them buy - Telepo customer event 140924 | Hägvall & Sjöman
Content marketing B2B -  Win new customers by helping them buy - Telepo customer event 140924 | Hägvall & Sjöman
Content marketing B2B -  Win new customers by helping them buy - Telepo customer event 140924 | Hägvall & Sjöman
Content marketing B2B -  Win new customers by helping them buy - Telepo customer event 140924 | Hägvall & Sjöman
Content marketing B2B -  Win new customers by helping them buy - Telepo customer event 140924 | Hägvall & Sjöman
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Content marketing B2B - Win new customers by helping them buy - Telepo customer event 140924 | Hägvall & Sjöman

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External inspirational speaker at Telepo Customer Event 2014 : The way B2B companies buy has changed. 90 % of the businesses between companies start online and the customers want to do more of the pre-sale work themeselves. This means that we as B2B marketers need to step in and take a greater business responsibility by guiding our potential customers through their buyer journey Our tool is Content Marketing. Susanne Hägvall points out the importance of a having a plan for your work and shares 7 steps for a content marketing strategy that helps your customers buy.

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Content marketing B2B - Win new customers by helping them buy - Telepo customer event 140924 | Hägvall & Sjöman

  1. 1. Content Marketing B2B – Win New Customers by Helping them Buy Susanne Hägvall www.hagvallsjoman.se
  2. 2. Five truths about B2B
  3. 3. Starts with a problem ImagecourtesyofSuraNualpradidatFreeDigitalPhotos.net
  4. 4. Complex, costly, customized solutions
  5. 5. Group decisions
  6. 6. Buying decision Realizing need for change Decision to change Identifying solutions / vendors Selection solutions / vendors Longer decision process
  7. 7. Rational decisions...
  8. 8. WARNING! Very strong currents!
  9. 9. 90%
  10. 10. Sales60% Buying cycle Individual collection of informationMarketing communication Buying decision Realizing need for change Decision to change Identifying solutions / vendors Selection solutions / vendors
  11. 11. Content Marketing To help our potential customers through their buying cycle by offering packaged knowledge – ”content” – of value to them, with the goal to win their interest, trust and in the end their business.
  12. 12. 93% 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
  13. 13. 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs 4/10
  14. 14. 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs B2B 66% B2B 11%
  15. 15. 1. Understand your customer
  16. 16. Persona A detailed description of a fictional person who buys your products and services. Add a personal dimension to abstract descriptions of your market and target audience, the key to creating relevant content.
  17. 17. PRIORITY INITIATIVES SUCCESS FACTORS BARRIERS BUYER’S JOURNEY DECISION CRITERIA PROFILE Persona criteria
  18. 18. 2. Define a theme
  19. 19. Depth Relevance Value What is relevant to our customers? What has a value for us to communicate? Is there enough to be said on the subject? The common theme
  20. 20. Customer challenge The healthcare sector struggles with balancing maximum safety for the patients and a flexible, user-friendly working environment for their staff as a foundation for good healthcare. Solution SecMaker helps the healthcare sector to address the challenges by offering simple and secure log-in to the IT-environment with smart cards. SecMaker theme
  21. 21. Build your story
  22. 22. ImagecourtesyofOhmega1982atFreeDigitalPhoto.net Starts with a problem
  23. 23. Our IT security solution is based on the security standard PKI and PKCS #11. It makes it easy to integrate in all types of applications and IT-environments. You avoid customized development, save cost and can get started almost immediately. I am deeply concerned about the current debate regarding lack of good patient security at our hospital but I don’t really know what to do about it. Our employees are already very stressed out as it is... THE MEDICAL DIRECTORTHE PRODUCT MARKETER
  24. 24. • Filmanalogi: – Synopsis för hela filmen – Olika avsnitt – Olika scener • Regissören Malin
  25. 25. Follow the buying process Educational, reflective content, confirming the need for change Solution and product oriented content, confirming us as the strongest alternative Inspirational, educational content, introducing solutions and opportunities Final decision Realize need for change Decision to change Identify solutions / vendors Selection solutions / vendors
  26. 26. Picture: Flickr, M Car, CC BY-ND 2.0 Content audit
  27. 27. Content audit Realizing need for change Decision to change Identify solutions/ vendors Selection solutions / vendors Final decision Persona 1. Persona 2. Persona 3. Educational, reflective content, confirming the need for change Solution- and product-oriented content, confirming us as the strongest alternative Inspirational, educational content, introducing solutions and opportunities
  28. 28. Find inspiration
  29. 29. How to find inspiration • Involve the internal experts • Follow the market trends • Tune in to the industry buzz • Check out your competition • Do a market survey • Involve your partners • Inteview your customers • Talk to your customers’ customers
  30. 30. Package your story BackgroundOfManyColorfulGlassBottles"bySiraAnamwong
  31. 31. 2014 B2B Content Marketing Trends - North America, Content Marketing Insitute How to package a story
  32. 32. Picture: Flickr, lydia_shiningbrightly, CC BY 2.0
  33. 33. • Adapt the story to different personas • Different parts of the story meets different needs during the buying cycle • Repeat your story without repeating youself • Extend the life-time of your content • Increase the reach of your content Why recycling?
  34. 34. Shortbread. So clever! One dough can be the basis for many different kinds of cookies.
  35. 35. Share your content
  36. 36. Blog Newsletter Social mediaPress room Ads, banners, PPC Lead nurturing Personal email Events & meetings Company website Content hub: the company website
  37. 37. Measure and evaluate
  38. 38. 7. Measure and evaluate Content Marketing in 7 steps 4. Content audit 3. Build your story 5. Package content 6. Share content 1. Understand buyers and process 2. Select theme
  39. 39. Susanne Hägvall susanne@hagvallsjoman.se linkedin.com/in/susannehagvall @SusHag www.hagvallsjoman.se/blog

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