Strategize New Content
What do you need?
Look a year out at your goals and plan for that
What are your prospects and customers looking for?
What content has been downloaded the most?
Which pieces do your sales reps use the most?
What are your top competitors using?
Maybe you need to offer what they are offering at a level that you can support
Who are your industry influencers?
If your biggest industry influencers are writing articles, papers, and doing
webcasts, maybe you should too.
Are the content distribution firms (think TechTarget) you’ll be using? What
do they recommend that will pull the best for your audience?
Do you have subject matter experts (SMEs)? If so, what types of content are
they best at creating?
Run Lead Generation Programs
What are your goals?
Convert to sales
What is your budget?
What resources do
You Can’t Manage What You Can’t
Starting out, you need to measure:
Total number of leads generated
Leads generated per sales person/territory
Number of sales accepted leads
How are leads coming in? (website, email, events, etc.)
Down the road, look at:
Leads-to-close conversion ratio
Cost per lead
Cost per sale
The Buyer's Journey: The Marketing Funnel Evolved
The Role Of Influence In The New Buyer's Journey
B2B Marketing’s Big Data Myth: It Only Applies to B2C
The Dummies Books
Content Marketing for Dummies