Presented by Jill Rowley, Eloqueen at Eloqua, during Content Marketing Bootcamp San Francisco. #contentcamp

1. Close Deals:
How to Use Content at the
Bottom of the Funnel

2. Traditional Selling
• Role of marketing to drive awareness of
solution, e.g. trade show events and ads in
trade publications
• Buyer looked to vendor for information
• B2B selling focused on relationship and
solution selling

3. New Buyer's Journey
• 57% of purchasing decision completed
before the buyer talks with sales
• Buyers are online researching and
consuming information that matters to them

4. Enter the Challenger Sale

5. The Challenger Sale
• "Teach customers something new and
valuable about how to compete in their
market...This behavior wins customers for
the long term."
• "Challengers aren't so much world-class
investigators as they are world-class
teachers."
• "Great questions aren't enough. You've got
to have great insights."

6. The Content Sale
• People buy from people they trust
• Be an information concierge
• Not prospects, future advocates...
• ...of marketing automation, of Eloqua, of Jill
Rowley

7. How the EloQueen Closes Deals
with Content
A few of examples

8. Marketers Play a Key Role
• Marketing provides the content that makes
sales into thought leaders
• Content marketing materials must be
distributed to sales to help them educate
buyers at the bottom of the funnel

9. Content Sells at Top and Bottom of
the Funnel
• Conventional thinking
o Top of funnel: eBooks, Blogs, Articles
o Bottom of funnel: Case Studies, Testimonials
• EloQueen thinking
o Top of funnel: Case Studies, Testimonials
o Bottom of funnel: Continue to educate with eBooks,
Articles, etc.

10. What is a
“Modern Sales Professional?”
• She's an Insights Professional: She teaches the
buyer something he doesn't already know.
• She's a Socially Connected Individual: She’s where
her buyers are—on LinkedIn, Twitter, Facebook,
Quora, Slideshare, Pinterest and more.
• She has a Personal Brand: She's a Thought Leader,
not a Product Pusher.
• She's an Information Concierge: She provides the
right information to the right person at the right time in
the right channel.

11. What is a
“Modern Sales Professional?” cont.
• She's a Content Connoisseur: She reads what her
buyers read and shares that content across her Social
Networks
• She's a Challenger: She makes her clients think
differently
• She brings Customer Advocate stories to the front
of the buying process
• She's a mini-marketer

12. Jill Rowley
EloQueen & 2011 Eloqua Employee of the
Year
@jill_rowley
Linekdin.com/in/jillrowley

13. Content Marketing
Bootcamp
February 21, 2013
San Francisco, California
hosted by