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Covering B2B Content Marketing and Lead Management Programmes

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  1. 1. B2B Content Marketing Programmes Keith Feighery
  2. 2. B2B Lead Management / Content Marketing
  3. 3. Terms and References
  4. 4. Attraction Marketing <ul><li>Inbound Marketing with intent – pull marketing versus push marketing </li></ul><ul><li>Using your content to build engagement with purpose, targeted at your specific audience </li></ul><ul><li>When you create content that pulls prospects, you are differentiating your brand </li></ul><ul><ul><li>Customers recognise the value and follow trail back to your base (website) to engage with you </li></ul></ul><ul><ul><li>To ensure this works – create contagious content </li></ul></ul><ul><li>Your content will move buyers along in their buying process to become a live sales opportunity in time </li></ul>
  5. 5. Sales Vs Buyer Process
  6. 6. Sales Process <ul><li>Prospecting </li></ul><ul><li>Pre-qualifying </li></ul><ul><li>Presenting </li></ul><ul><li>Needs analysis </li></ul><ul><li>Defining the solution </li></ul><ul><li>Building Rapport </li></ul><ul><li>Proposing </li></ul><ul><li>Closing </li></ul><ul><li>Negotiation </li></ul>The ASG Group
  7. 7. Buyer Process <ul><li>The business case / rationale / justifying the expenditure </li></ul><ul><li>Getting the purchase / budget sanctioned </li></ul><ul><li>Following internal processes/procedures </li></ul><ul><li>Getting buy-in from other managers /depts </li></ul><ul><li>The competitive process </li></ul><ul><li>Getting maximum value for money </li></ul><ul><li>Defining requirements accurately </li></ul><ul><li>Evaluating alternatives / alternative solutions </li></ul><ul><li>Managing risk </li></ul><ul><li>Making the right decision </li></ul>
  8. 8. Buyer Process Cont.. <ul><li>Ensuring that all purchases fit with strategy, systems, etc. </li></ul><ul><li>Change management / ensuring successful implementation </li></ul><ul><li>Ensuring success post purchase / implementation </li></ul><ul><li>Doing more for less </li></ul><ul><li>Selecting the right technology </li></ul><ul><li>Selecting the right vendor </li></ul><ul><li>The contract and negotiation </li></ul><ul><li>Post purchase project and vendor reviews </li></ul>
  9. 9. The Sales Funnel
  10. 10. Traditional Funnel
  11. 17. The Buyer Vs Sales Conundrum
  12. 18. The Problem <ul><li>Buyers engaging with sales further down the funnel as they research more online </li></ul><ul><li>Leads are not properly qualified by the marketing team before they are handed over to sales </li></ul><ul><li>There is no way of identifying accurately when a lead is ready to be passed to sales as no clear definition of a lead </li></ul><ul><li>There is no systematic process in place for managing and scoring leads </li></ul><ul><li>When a lead is disqualified by sales it does not go into a lead nurturing programme </li></ul><ul><li>There is no visibility in where exactly leads fall out of the funnel </li></ul><ul><li>There is no connection between leads and converted sales </li></ul>
  13. 19. The solution Lead Management
  14. 20. The 7 Key Rules for Connected Marketer <ul><li>Develop Buyer Personas </li></ul><ul><ul><li>Understand your prospects, based on who they are, how they behave, and where they interact in the sales cycle </li></ul></ul><ul><li>Align content with buyers </li></ul><ul><ul><li>Determine what types of information your prospects will need, based on who they are, how they behave and where they are in their buying process </li></ul></ul><ul><li>Consistency across channels </li></ul><ul><ul><li>Leverage as many channels as possible to get your message out – and keep messages consistent </li></ul></ul><ul><li>Let experts do the talking </li></ul><ul><ul><li>Solve problems – find experts who can articulate and discuss problems and solutions </li></ul></ul>
  15. 21. The 7 Key Rules for Connected Marketer <ul><li>Multi-channel distributions </li></ul><ul><ul><li>Buyers have different preferences for consuming information – you need to make sure content is accessible from all these channels (Blogs, website, rss, twitter, facebook, business portals) </li></ul></ul><ul><li>Automate the process (4 Rs) </li></ul><ul><ul><li>Reach: Use social media to engage with a broad audience (track all interactions) </li></ul></ul><ul><ul><li>Response: measure all response and their nature </li></ul></ul><ul><ul><li>Relationship: Build relationship by delivering timely and personalised message based on behaviour and profile </li></ul></ul><ul><ul><li>Revenue: Lead nurturing must feed sales </li></ul></ul><ul><li>Get Connected </li></ul><ul><ul><li>Make yourself a valuable resource for your prospects </li></ul></ul>
  16. 22. Lead Management Process
  17. 23. Preparational Considerations <ul><li>Characteristics of best customers </li></ul><ul><ul><li>Who typically buys from you, who are least demading customers, characteristics of easily and profitable closed sales </li></ul></ul><ul><li>Understanding the “Buyer Journey” </li></ul><ul><ul><li>Where did best leads come from, how do leads advance along the funnel, which activities do your deals participate in (webinars, demos etc..) </li></ul></ul><ul><ul><li>How can you identify if a prospect has stalled </li></ul></ul><ul><li>Lead Qualification </li></ul><ul><ul><li>What are the specific characteristics of a marketing qualified lead </li></ul></ul><ul><ul><li>What MQL (marekting qualified leads) typically convert </li></ul></ul><ul><ul><li>What are the characteristics of leads that typcially need to go through a nurturing programme </li></ul></ul>
  18. 24. Key lessons to implement lead management
  19. 25. Integrated Content Marketing Programme <ul><li>Always provide relevant information to buyers – not huge amounts of it </li></ul><ul><ul><li>Through segmentation and testing you can target relevant information to specific personas </li></ul></ul><ul><li>Cultivate an engaging and conversation voice in all buyer related collateral </li></ul><ul><ul><li>Be frank and direct and focus content on the bottom line for buyers (get to the nub of the issue upfront and the explain) </li></ul></ul><ul><li>Converse rather than intrude with prospectives </li></ul><ul><ul><li>Provide segmented targetted information on an opt-in basis (notify prospects of upcoming webinars, new research, collaborative reports etc..) – that they will find valuable </li></ul></ul>
  20. 26. Relevant B2B Content
  21. 27. Advantages of Lead Management <ul><li>Optimises marketing impact on sales </li></ul><ul><ul><li>Gives marketers better visibility into the sales pipeline, helps marketing deliver better ready-to-buy leads to sales, </li></ul></ul><ul><ul><li>reduces cost of acquistion to generate sales, enables more efficient sales force </li></ul></ul><ul><li>Ties sales and marketing closer together </li></ul><ul><ul><li>Ties marketing process directly to the bottom line - # of marketing qualified leads to converted sales, connects online buyer behaviour with readiness to buy </li></ul></ul><ul><li>Helps marketing treat customer relationships like corporate assets </li></ul><ul><ul><li>Extend lead management to live customers </li></ul></ul><ul><ul><li>Foster and nurture closer customer relationships, develop an engaged community, create customer advocates </li></ul></ul>
  22. 28. Content Programme
  23. 29. Content Strategy B2B <ul><li>Listen and Understand your audience and their behaviour patterns </li></ul><ul><li>Map out all the stages of your buyer cycles </li></ul><ul><li>Create specific personas for your prospects and clients </li></ul><ul><li>Identify specific needs for each of your buyer personas along the buyer cycle </li></ul><ul><li>Develop content for each buyer stage </li></ul><ul><li>Develop a content development schedule </li></ul><ul><li>Allocate resources or identify third parties to produce specific content </li></ul><ul><li>Develop a clear voice and personality for your content </li></ul><ul><li>Solicit feedback from your prospects, customers and community </li></ul>
  24. 30. B2B content marketing <ul><li>Create valuable content that is of real interest to your customers, community or prospects </li></ul><ul><li>Prospective customers engage with sales teams later in the funnel due to online information </li></ul><ul><li>Providing content that pre-identified types and roles of customers want and need </li></ul><ul><li>Providing content that maps directly to the different stages of the buyer cycle </li></ul><ul><li>Producing and sharing content that your community and prospective customers need, value and will potentially share </li></ul><ul><li>Distributing content where your customers and prospects coalesce online </li></ul>
  25. 31. Business to Business Case Studies
  26. 32. Eloqua
  27. 33. Genius
  28. 34. Marketo
  29. 35. Alterian
  30. 36. Pardot
  31. 37. Salesforce.com
  32. 38. B2B Business Solutions
  33. 39. Intuit Business Services
  34. 40. Hubspot
  35. 41. American Express
  36. 42. Altimeter Group
  37. 43. Realex Payment