Does your B2B company struggle to integrate sales and marketing? Most do. Marketing sends “great” leads to Sales and Sales complains about how lousy they are. Neither side really understands what the other is doing. One way to bridge the gap is with a more focused kind of content marketing than you probably do today. Wouldn’t it be great to offer your sales team a resource to actually close sales, instead of just more leads? You’ll find out how to: • Bridge the marketing-sales terminology gap • Provide marketing material to salespeople that opens the door to a client conversation • Keep score so that you know which marketing material is really working In this free 30-minute Biznology® webinar, Mike will show you a simple step-by-step process that tweaks the marketing you are already doing and helps your sales force get to a whole new level. Don’t settle for Marketing and Sales sniping at each other across the great divide. Bring your teams together so that marketing leads to sales in a brand new way. Special presentation sponsored by BarnRaisers, GaggleAMP, Gerris digital, and Tim Peter & Associates

1. © 2015 Mike Moran Group LLC
@biznology
www.biznology.com
We’ll be starting soon!
Thanks for joining!
B2B Content
Marketing for Your
Sales Force
June 9, 2015
Mike Moran

2. © 2015 Mike Moran Group LLC@biznology | www.biznology.com
@tcpeter tim@timpeter.com 201-305-0055
Your moderator for today: Tim Peter
 President of
 Instructor at
 Author at

3. © 2015 Mike Moran Group LLC@biznology | www.biznology.com
B2B Content Marketing
for Your Sales Force
Thanks to our sponsors
Mike Moran
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4. © 2015 Mike Moran Group LLC@biznology | www.biznology.com
Click the orange arrow
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5. © 2015 Mike Moran Group LLC@biznology | www.biznology.com
Your speaker for today: Mike Moran
 Former Distinguished
Engineer
 A senior strategist at
 Author of two
popular books on
Internet marketing
 Founder of
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@MikeMoran mike@mikemoran.com 973-826-0744

6. © 2015 Mike Moran Group LLC@biznology | www.biznology.com
Our “target” is a person with interests
 Sales
 Marketing
 They are both
about targeting
 They both must
persuade
through the
process
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7. © 2015 Mike Moran Group LLC@biznology | www.biznology.com
Start asking the right questions—be a reporter
 Who is contacting us?
 What are they contacting us
about?
 Why are they contacting us?
 When are they contacting us?
 Where are they contacting us
from?
 How are they contacting us?
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8. © 2015 Mike Moran Group LLC@biznology | www.biznology.com
Every question is part of our Contact Circle
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9. © 2015 Mike Moran Group LLC@biznology | www.biznology.com
Some interesting points are at the intersections
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10. © 2015 Mike Moran Group LLC@biznology | www.biznology.com
What is more permanent? More temporary?
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11. © 2015 Mike Moran Group LLC@biznology | www.biznology.com
Personas are people; Journeys are situations
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12. © 2015 Mike Moran Group LLC@biznology | www.biznology.com
Personas help you target the right buyers
Sherwin
• Early adopter
• Understands
technology, but
not business
• Unafraid to be
different
• Cares what other
techies think
• Decides slowly
• Persuaded by
detailed facts
 Demographics
 Psychographics
 Firmographics
 Attitudes
 Values
 Aspirations
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13. © 2015 Mike Moran Group LLC@biznology | www.biznology.com
Personas help you target the right buyers
Sherwin
• Early adopter
• Understands
technology, but
not business
• Unafraid to be
different
• Cares what other
techies think
• Decides slowly
• Persuaded by
detailed facts
Different personas need different content
Which content moves
Sherwin from Learn to
Compare?
White
Paper
Case
Study
Product
Specs
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14. © 2015 Mike Moran Group LLC@biznology | www.biznology.com
Can your sales people categorize their prospects?
Sherwin
• Early adopter
• Understands
technology, but
not business
• Unafraid to be
different
• Cares what other
techies think
• Decides slowly
• Persuaded by
detailed facts
Sales segments = Marketing personas
 Do your sales
people know their
individual contacts
to this degree?
 Can you think of
your market
segments as
personas?
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15. © 2015 Mike Moran Group LLC@biznology | www.biznology.com
Journeys reveal where the buyer is in the process
 Just at the beginning?
 Comparing solutions
to each other?
 Looking for offers?
 Using one of your
solutions already?
Different content is persuasive in different
stages of the Client’s Journey
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16. © 2015 Mike Moran Group LLC@biznology | www.biznology.com
Connect your buyer’s journey and sales funnel
Learn
Compare
Buy
Get
Leads
Opportunities
Prospects
Customers
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17. © 2015 Mike Moran Group LLC@biznology | www.biznology.com
Metrics reveal the most persuasive content
Learn
Compare
Buy
Leads
Opportunities
Prospects
Customers
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White
Paper
Case
Study
Product
Specs

18. © 2015 Mike Moran Group LLC@biznology | www.biznology.com
What do you do when you know the “right” content?
 When your target company is in a certain
part of the sales cycle…
 …the content known to work at that stage of
the Client Journey can be suggested for
sharing by your CRM system
White
Paper
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19. © 2015 Mike Moran Group LLC@biznology | www.biznology.com
But is it the right content for everyone?
 The “right” content is not one-size-fits-all
 The right content for the right step of the
Client Journey (or stage of Sales Funnel)
 And for the right persona (or segment)
White
Paper
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20. © 2015 Mike Moran Group LLC@biznology | www.biznology.com20
Need more help for your content marketing?

21. © 2015 Mike Moran Group LLC@biznology | www.biznology.com
July 28, 2015
11:00 to 11:30 ET
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Andrew Schulkind