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Fast Forward the Conversation
From Concept to Conversation
Generating lead engagement through B2B content marketing
Chris Field
Managing Director, Fieldworks
chris@fieldworksmarketing.co.uk
Twitter: @ChrisFieldFW
www.fieldworksmarketing.co.uk
Twitter: @fieldworks
B2B content marketing
INTRODUCTION
95% of B2B enterprise marketers
use content marketing
76% of marketers increased their content
marketing investment in 2015
Sources: Content Marketing Institute/Curata
B2B content marketing
LET’S REWRITE THOSE STATEMENTS
• Why am I in business?
• In what ways do I make things better for my clients (and the planet)?
• What do I think about my clients’ market and its challenges?
• What do I think is around the corner?
• Who am I friends with?
• Where do I live?
Traditional marketing talks AT people
Content marketing talks WITH them
“Marketing used to be about making a myth and telling it.
Now it’s about telling a truth and sharing it.”
B2B content marketing
WHERE DOES A GREAT
CAMPAIGN START?
Traditional marketing talks AT people
Content marketing talks WITH them
B2B content marketing
THE PRINCIPLES FOR GREAT CONTENT
Challenging Relevant Informative
Personality Editorial
Consistent Shareable
Market-leading
B2B content marketing
GET CREATIVE!
B2B content marketing
WHO AM I DELIVERING MY MESSAGE TO?
• 92% of B2B marketers segment their target market
• 53% by product service/category
• 40% by buyer persona
• 35% by vertical
• 32% by stage in buying cycle
• 28% by pain point
Source: B2B Barometer
B2B content marketing
PERSONA SEGMENTS
Persona
Finance Director
Chief Marketing
Office
Responsibilities Challenges Engagement
• Provide advice/guidance on
financial strategy
• Develop/control company
operating budget
• Ensure company meets
financial/legal obligations
• Implement systems to ensure
company financial targets are
met
• Unpredictable market/customer
activity
• Efficiency of business processes
• Saving money – where can more
be done for less
• Structural organisation for
profitability
• Numbers not a words man –
doesn’t have time to read long
form content unless really
interested
• Responds well to infographics
• Represent and respond to the
voice of the market
• Be the brand steward/champion
the customer experience
• Reach more people – and get a
response
• Strengthen value of current
customer relationships
• Expand customer base
• Ensure activities deliver ROI
• Use data to drive more effective
campaigns
• Reach customers in new ways
• Huge appetite for best practice
documents; wants to
experiment with new
technologies and solutions
• Receives a lot of marketing
emails, so will only engage with
a catchy subject line
B2B content marketing
EXAMPLE: MANHATTAN ASSOCIATES
B2B content marketing
WHERE DOES CONTENT MARKETING FIT
INTO THE SALES CYCLE?
Initial
engagement
Top of the funnel
Middle of the
funnel
Bottom of the
funnel
Blog posts, social media, web pages, infographics,
email marketing
Guides, editorial features, email marketing, short
videos
Whitepapers, webinars, case studies, longer
videos
Product demonstrations, quotes, consultations
Retaining
customers/growing value
Regular content programme encompassing
all of the above
B2B content marketing
EXAMPLE: SAP
Successful lead generation
GOLDEN RULE
Collaborate with your
sales team!
Fast Forward the Conversation
THANK YOU!
ANY QUESTIONS?
Chris Field, Director
chris.field@fieldworksmarketing.co.uk
Twitter: @ChrisFieldFW
www.fieldworksmarketing.co.uk
Twitter: @fieldworks

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How to generate demand using content

  • 1. Fast Forward the Conversation From Concept to Conversation Generating lead engagement through B2B content marketing Chris Field Managing Director, Fieldworks chris@fieldworksmarketing.co.uk Twitter: @ChrisFieldFW www.fieldworksmarketing.co.uk Twitter: @fieldworks
  • 2. B2B content marketing INTRODUCTION 95% of B2B enterprise marketers use content marketing 76% of marketers increased their content marketing investment in 2015 Sources: Content Marketing Institute/Curata
  • 3.
  • 4. B2B content marketing LET’S REWRITE THOSE STATEMENTS • Why am I in business? • In what ways do I make things better for my clients (and the planet)? • What do I think about my clients’ market and its challenges? • What do I think is around the corner? • Who am I friends with? • Where do I live?
  • 5. Traditional marketing talks AT people Content marketing talks WITH them “Marketing used to be about making a myth and telling it. Now it’s about telling a truth and sharing it.” B2B content marketing WHERE DOES A GREAT CAMPAIGN START? Traditional marketing talks AT people Content marketing talks WITH them
  • 6. B2B content marketing THE PRINCIPLES FOR GREAT CONTENT Challenging Relevant Informative Personality Editorial Consistent Shareable Market-leading
  • 8. B2B content marketing WHO AM I DELIVERING MY MESSAGE TO? • 92% of B2B marketers segment their target market • 53% by product service/category • 40% by buyer persona • 35% by vertical • 32% by stage in buying cycle • 28% by pain point Source: B2B Barometer
  • 9. B2B content marketing PERSONA SEGMENTS Persona Finance Director Chief Marketing Office Responsibilities Challenges Engagement • Provide advice/guidance on financial strategy • Develop/control company operating budget • Ensure company meets financial/legal obligations • Implement systems to ensure company financial targets are met • Unpredictable market/customer activity • Efficiency of business processes • Saving money – where can more be done for less • Structural organisation for profitability • Numbers not a words man – doesn’t have time to read long form content unless really interested • Responds well to infographics • Represent and respond to the voice of the market • Be the brand steward/champion the customer experience • Reach more people – and get a response • Strengthen value of current customer relationships • Expand customer base • Ensure activities deliver ROI • Use data to drive more effective campaigns • Reach customers in new ways • Huge appetite for best practice documents; wants to experiment with new technologies and solutions • Receives a lot of marketing emails, so will only engage with a catchy subject line
  • 10. B2B content marketing EXAMPLE: MANHATTAN ASSOCIATES
  • 11. B2B content marketing WHERE DOES CONTENT MARKETING FIT INTO THE SALES CYCLE? Initial engagement Top of the funnel Middle of the funnel Bottom of the funnel Blog posts, social media, web pages, infographics, email marketing Guides, editorial features, email marketing, short videos Whitepapers, webinars, case studies, longer videos Product demonstrations, quotes, consultations Retaining customers/growing value Regular content programme encompassing all of the above
  • 13. Successful lead generation GOLDEN RULE Collaborate with your sales team!
  • 14. Fast Forward the Conversation THANK YOU! ANY QUESTIONS? Chris Field, Director chris.field@fieldworksmarketing.co.uk Twitter: @ChrisFieldFW www.fieldworksmarketing.co.uk Twitter: @fieldworks