1. Clarify. Connect. Change.
Sheri Johnson, President
January 26, 2016
© 2016 Morningstar Communications
Customizing Content through the
Buyer’s Journey for B2B Businesses

2. Today You Will…
• Compare the traditional buyer’s journey with today’s model.
• Learn to customize content through the buyer’s journey.
• Understand how marketing automation can streamline content delivery.

3. Traditional Buyer’s Journey

4. Recent Trends in the Buyer’s Journey
“45% of buyers (46% B2B) want
data and stats to help them make
a buying decision, more than any
other content type.”
- Blue Nile Research, 2015
“74% of business buyers
conduct more than half of their
research online before making an
offline purchase.”
- Forrester, 2015
“53% of B2B buyers
turn to social media in their
assessment of various tools and
technologies.”
- DemandBase, 2015

5. Stages of the Buyer’s Journey
Consideration
Familiarity
Awareness
Purchase
By the time a prospective buyer contacts your company, he or she has
already completed extensive research on your organization and offerings.

6. Stages of the Buyer’s Journey
Trust
Consideration
Familiarity
Awareness
Purchase
By the time a prospective buyer contacts your company, he or she has
already completed extensive research on your organization and offerings.

7. “Honey, let’s get Italian tonight…”
Here’s How It Works

8. The Pathway to Great Messaging

9. Creating Customized Content
Informational content:
• News articles
• Social media
• Blog posts
• Website

10. Non-promotional content that
demonstrates expertise:
• E-books
• Webinars
• Industry reports
Creating Customized Content

11. Educational materials that explain
available solutions:
• Case studies
• Product demonstrations
• Client testimonials
Creating Customized Content

12. Materials that confirm the relationship:
• Contracts
• Letters of Agreement
• Service Level Agreements
Creating Customized Content

13. Understand the business and
solve problems:
• Provide relevant educational content
• Deliver service that delights
• Remember business is about
relationships
Creating Customized Content

14. Brands that Build Trust

15. Using Marketing Automation to Streamline
Content Delivery

16. Align Marketing and Sales in the New Era
Improve the buyer’s journey
by aligning your marketing
and sales teams and
leveraging the expertise
of both.

17. Enhance Traditional Marketing and Sales with
Marketing Automation
Reach your audience at the right time, at the right
place and with the right content

18. Understanding Lead Scoring

19. Five Keys to Success in Marketing Automation
• Clear positioning of your company and brand
• Strong list of prospects (ideally 3,000+)
• Commitment to creating 3,000 words of fresh content monthly
• Seamless integration of website, CRM and marketing automation technology
• Focus on measurement: from progressive profiling and lead scoring to closed-
loop reporting

20. The End Result…

21. Questions?

22. Sheri Johnson, President
sjohnson@morningstarcomm.com
@SheriJohns
www.morningstarcomm.com
@MorningstarComm
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