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B2B Buyer Journey and Content Marketing


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Why content is no longer king, technology is crucial for marketing success, and other insights from running more than 100 B2B marketing programs.

Published in: Marketing
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B2B Buyer Journey and Content Marketing

  1. 1. Buyer’s Journey and The End of Random Acts of Marketing
  2. 2. This is what we’ve learned from running 100+ B2B marketing programs
  3. 3. 1. Know Your Persona Who Where What
  4. 4. 2. Is Content still the King?
  5. 5. 3. Technology is an Enabler Without the right plan and process it is useless
  6. 6. 4. Listen to your data and adapt accordingly Analyze touch points and learn the journey that your buyers go through
  7. 7. 5. Different People - Multiple Journeys and Funnel Stages Digital enables you to communicate with them based on their journey and stages
  8. 8. Publication Date: Jan 2014 Last Lead Date: December 2015
  9. 9. Connecting The Dots
  10. 10. The Story of Eyal JANUARY 7, 2014 Anonymous Visitor Reading about B2BTalks FEBRUARY 6, 2014 Anonymous Visitor Reading about B2BTalks and company site MARCH 17, 2014 Registered to B2BTalks APRIL 10, 2014 Opened an email JUNE 9, 2014 Registered to B2BTalks JUNE 5, 2014 Opened an email JUNE 23, 2014 Read our blog posts about Marketing Automation JUNE 18, 2014 Opened an email JUNE 24, 2014 Visited our Marketing Automation landing page - but didn’t filled the form JULY 8, 2014 Visited our clients and team page Then we invited him for a coffee… And opened a new opp in Salesforce.
  11. 11. Insights and Impact • Insights • Engagement length could be as long as 6 months before they become an opportunity • Converting anonymous traffic to known leads is very tough • Impact • Marketing programs and budget: we increased the amount of events and content that we are creating - answering the conversion challenge • Pipeline : We are able to better predict our funnel growth and cycle • Sales: We increased our sales efficiency - we meet our leads in the right time, offering the right service/product
  12. 12. Thank you! m:+972544958066
  13. 13. Key Points • Persona is key to successful marketing programs - digital makes it a must. • Technology is an enabler - but you need processes and plans that can benefit from it • Listen to your data, learn from it and react to these insights - even if it means change of plans • In every given moment, you are facing multiple journeys and funnel stages. Take into consideration and harness technology and marketing know how to act upon it.