SalesFUSION Webinar - Essential Guide to B2B Content Marketing

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SalesFUSION Webinar - explores in detail how to create a b2b content road map that will fuel all of your b2b marketing campaigns

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SalesFUSION Webinar - Essential Guide to B2B Content Marketing

  1. 1. SalesFUSION WebinarThe Essential Guide to B2BMarketing Content
  2. 2. What we’ll cover today About SalesFUSION The growing importance of having multipurpose content Types of content needed for b2b campaigns “Relevant Content is the How to re-purpose and extend content currency-of-trade for visibility to a customers How to syndicate content and extend the stage in the buy cycle.” marketing message How to build a content road map
  3. 3. About SalesFUSION SaaS Marketing Application HQ – Atlanta, GA – Sales Offices in Philadelphia, PA Provide all b2b marketing functionality in a single app Focus on integrating Marketing and Sales (CRM) Only solution built on a CRM database Extensive global partner network Unique Client Services model Game-changing pricing structure 99% retention rate 90% of all new features added in 2011 – customer requests
  4. 4. The MA/Content Conundrum MA Software facilitates more campaigns, more channels, more frequency of communications Most average marketers are not prepared for MA software because they don’t have content to back up the campaigns Marketers don’t get the full value of the MA system and resort to Blast Marketing Lack of content variety
  5. 5. Newer channels andcampaign types (Drip,Trigger, Nurture) areleaving most marketershigh and dry for content
  6. 6. Content Creation Issues Many marketers are not in the business of content creation Subject matter experts at your company may be difficult to extract content from Lack of content will slow your lead generation programs and cause you to not meet goalsPlaces to get help in content creation? Association speaker bureaus Bloggers LinkedIn group moderators Complementary vendors
  7. 7. Type of Content Used in B2B Most common types of content used Ranked by which content forms generate the best responses Survey results – show which types of content generate the most inbound responses
  8. 8. What’s Working? The most effective forms of content are the most difficult to create Highest value content in webinars and case studies Represents point-of-view marketing/industry expertise Source- MarketingProfs Benchmark Report on B2B Content Marketing
  9. 9. B2B Content Marketing Essentials - Content Creation Build a content warehouse Build for 6-12 months of content Designate subject matter expert(s) in company Gain content commitments from internal personnel (blogs, eBooks) Categorize content in the following manner  High-value content – access behind forms  Low-value content – no form  Delivery channel – email, website, video, social
  10. 10. B2B Content Marketing EssentialsYour content laundry list Product Data Blog/Social Posts Sheets Webinars White Papers/eBooks Videos Case Study
  11. 11. ATOMIZE EXISTING CONTENTLEAD CAPTURE SEMINARSEARLY STAGE WEBINARS NURTURE LONG-TERM DEMO’s NURTURE WHITE PAPERS/ BOOKS CRM SELL CYCLE COURSES & Interest Qualification Development Selling Re-selling TRAINING AWARENESS RENEW RESEARCH EVALUATION PURCHASE CONSIDERATION REPLACE BUY CYCLE The Workflow of Marketing Collateral
  12. 12. B2B Content Marketing EssentialsTips for content creationUsing the interview method Case studies – send word document with 10-20 leading questions to customers - offer a nominal value gift card when they return the completed questionnaire. Use answers as baseline for Case Study Interview your internal subject matter expert & record conversation. Go back and transcribe conversation into blogs/eBook or Hire an independent copyright consultant and send recordings to them to have transcribed into eBooks. Cost should be $25-$35 per hour – fraction of the cost of hiring analysts.
  13. 13. B2B Content Marketing EssentialsExtending ContentWebinar Presentations PowerPoint Presentation  Load PPT to SlideShare  Convert to PDF – linked on website/used in email campaigns Video  Housed on YouTube  Housed on Landing page – used in PPC, Ads, Email…etc
  14. 14. Extending an syndicating contentWebinars 5 pieces of content – live presentation, PowerPoint, video, pdf, email invitations
  15. 15. Webinars = short-term nurture campaigns Average time frame for webinar promotion of content is 4-6 weeks Post promotion – content and attendee behavior focused Begin with webinar materials – filter down to product materials toward end
  16. 16. Webinar Content Microsite  Multimedia – video, slides, resources  Promotional asset for ongoing use  Posted to website, social networks…etc.  Link back to online sites such as YouTube/SlideShare
  17. 17. Nurture Marketing & Content MarketingForms-driven triggersMarketing Asset Auto-Responder Capture email/contact Send asset via email Trigger email  Link to PDF  Click to see demo  Click to view other resources
  18. 18. Practical Application of Trigger email in B2BMarketing Asset Auto-Responder with Branched Logic Capture email/contact Mutliple choice question – selection determines which set of emails/content is triggered Answer triggers a 3-step campaign  Email 1 – 0 Trigger days  Email 2 – 5 Trigger days  Email 3 – 14 Trigger days
  19. 19. Practical Application of Trigger email in B2BImplicit action – trigger campaign enrollment  Lead scoring models behavior  Behavior = points  Point value range = group  Group actions = Trigger Email with relevant content  Implicit behavior scoring is a powerful methodology used to communicate broad-based messages to groups of people based on their overall behavior
  20. 20. Practical Use Of Forms to Nurture CampaignsAn advanced website-basedform with logic and leadprofiling Embedded form on site Multi-use Lead profile – allows for enrollment in segments based on “I AM” Tied to trigger-based email campaigns – personalized based on profile Opt-in for various types of regular email marketing communications Highly automated on the back end – uses response data to enroll in branched Bottom of triggers form
  21. 21. Workflows for post-form completion campaigns Trigger Campaign – Website – White Paper Website – White Paper A Email 1 – Send white paper link Email 2 – 7-trigger days – Offer webinar video Email 3– 14 -trigger days – Offer – product brochure Offer /Form Demo/Sales Meeting Offer /Form Demo/Sales Meeting Offer /Form Demo/Sales Meeting
  22. 22. Personalization & Dynamic ContentContent marketing &nurture marketingdepend on personalizedcommunicationsDynamic content can beleveraged todramatically improve thepersonalized look, feeland message of theemail
  23. 23. Before you pull the trigger…. Get your content in order – trigger campaigns can eat up content Create a content map for each trigger campaign Consider the length of the campaign vs. timeliness of content Don’t throw content out there for the sake of doing so Mix in multi-media/channel content – video/social/blog All content should still point to the same outcome/call to action Planning trigger campaigns should always focus on the goal/call-to- actionPlan + Content/Technology= Trigger marketing
  24. 24. Building An Online Resource Center What is it? An online library of all content Categorize based on type (product, educational, industry) Behind forms and open to all – matched to cycle Becomes a destination for continuous nurture campaigns
  25. 25. Marketing Automation & Content If Content is the Currency of Nurture Marketing then MA is the Central Bank Distributes and manages the content Profiling determines who gets what Nurture emails determine who gets what, when and how Website & response tracking determines value of content access CRM integration keeps sales in the loop on high-value content downloads & access
  26. 26. Questions?• Schedule a demonstration of SalesFUSION• Learn more www.salesfusion.com

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