The document discusses content marketing specifically for Indian B2B marketers, emphasizing the importance of mapping content across the buyer's journey to enhance engagement and lead generation. It outlines the types of content needed at different stages of the sales cycle, suggests creating substantial 'big rock' content, and highlights the role of visual elements in capturing audience attention. Key recommendations include developing a diverse content mix tailored to the preferences and research behaviors of potential customers.

1. Content Marketing
With context to Indian Marketers

2. • Buyers journey from path – to – purchase in B2B scenario
• What content mix we should use for B2B content marketing
• What type of content works in Indian B2B scenario
So WHAT should you expect to learn today

3. WHY CONTENT MARKETING

5. BEFORE WE MOVE TO CONTENT
MARKETING.
LET’S UNDERSTAND THE
SALES CYCLE
AND DEFINE PAIN POINTS

6. WHY
SALES CYCLE?

7. As we have to
“Map Content Throughout the Buyer’s Journey”

9. • Buyers download an average of seven informational assets during the purchase process.
(Source: IDG Enterprise)
• The higher the price of the solution being considered, the more assets buyers consume on the
path to purchase. (Source: 2015 TechTarget Media Consumption Report)
• CEB (Corporate Executive Board) study of more than 1,400 B2B customers found that those
customers completed, on average, nearly 60% of a typical purchasing decision – researching
solutions, ranking options, setting requirements, benchmarking pricing, and so on – before
even having a conversation with a supplier.
Buyers now control the Research Process

10. Customer sends enquiry
for quote
ATE sales responds with
generic questions to check
the requirement
Customer responds to the
generic questions
ATE sales sends technical
feasibility proposal.
Customer responds to
those questions and also
shares AutoCAD design of
the facility
ATE sends list of 20
questions to understand
the problem and request
for design map of facility
Client approves it and
requests for formal quote
ATE sends the quote Negotiations and approval
Sample sales cycle – HMX a B2B company into manufacture and sales of cooling solutions

11. BUT..

12. This is what usually
happens…

13. Customer sends
enquiry for
quote
ATE responds with
generic questions to
check the
requirement with
catalogue
No response from
client for 10 to 15
days
Frantic calls to client
from ATE sales team
Client gives
verbal
response, as
unable to
understand the
product
ATE sales person
tries to explain the
product
But due to not
enough application
notes or customer
testimonials, ends
up in meeting
Client gives
feedback to ATE
sales person
ATE sales sends
technical feasibility
proposal.
Client responds
to those
questions and
also shares
AutoCAD design
of the facility
Client approves
it and requests
for formal
quote
ATE sends the quote
Negotiations
and approval And can become more complicated

14. Customer sends enquiry
for quote
ATE sales responds with generic
questions to check the
requirement
Customer responds to the
generic questions
ATE sales sends technical
feasibility proposal.
Customer responds to those
questions and also shares
AutoCAD design of the facility
ATE sends list of 20 questions to
understand the problem and
request for design map of facility
Client approves it and
requests for formal quote
ATE sends the quote Negotiations and approval
Most often the customer has already done 70% research
about the company and it’s products, while the company is
not aware of this.

15. Our
Approach to

16. Define end result / expectations
Engage with target audience
Lead Generation
Brand / Product awareness
Generating database of prospective leads

17. Mapping Content Throughout the Buyer’s Journey
The goal of content is to reach, and then nurture prospects, to
ultimately drive them to become a customer. Buyers now control the
research process. It is critical to market across the buyer’s journey, both
in the early and later stages. Creating Top of Funnel and Bottom of
Funnel content will help you do this in a way that is relevant to buyers.
• Need to create content for each stage of funnel, as customers are on
different level of funnel and would appreciate different content

18. Need to plan content calendar like a dinner menu. It needs to include all the food
groups like…
• A healthy serving of meaty posts (research and analysis)
• A side of vegetables (thought leadership articles)
• A serving of whole grains (how-to and influencer posts)
• A condiment or two to spice things up (bold statements)
• A sweet dessert (light-hearted, viral-worthy content)
Types of content mix*
* From Linkedin ebook on B2B content marketing

19. Content Consumption Funnel
A healthy serving of meaty posts
(research and analysis)
A condiment or two to spice things
up (bold statements)
A sweet dessert (light-hearted,
viral-worthy content)
A side of vegetables (thought
leadership articles)
A serving of whole grains (how-to
and influencer posts)
BIGROCKCONTENT

20. This is a substantial content asset (think 15, 20, 30 or more pages). We need to move
from thinking like a publisher to actually publishing like one by putting out a “book” on
your topic.
• Reverse engineer the Big Rock by pulling from your blog.
• Identify five or more blog posts that follow a theme, put them in a sequence, write
an intro, conclusion, 1 or 2 case study, add some influencer interviews and quotes,
design the cover and done
Big Rock is perfect for chunking into smaller derivative content assets.
Create BIG – ROCK Content
* From Linkedin ebook on B2B content marketing

21. The top five types of content that Indians share on social networks include themes
such as
• Inspiration/Quotes
• Humour/Memes
• Personal
• Updates
• Trending News
What Indians consume and share

22. Here are three examples of how top brands are sharing content on LinkedIn
* From Linkedin ebook on B2B content marketing

23. • A picture being worth a thousand words continues to hold true in the digital world.
• Even in a business context, articles containing images get 94% more views.
• Posts with videos attract three times more inbound links and posts with images are
liked twice as often as text-only updates.
• Use infographics and colourful charts to call out important statistics
Importance of visual element for content marketing

24. TACTICAL PLAN FOR CONTENT MARKETING

25. Recommendations for HMX

26. Engagement with target audience
Objective

27. Customer type Geography Industries
served
Other Attributes
Top management
only (founders,
directors, MDs,
etc.)
Africa Auto / Auto
Ancillary
Generally, influencers are top
management (can include
consultants)
Technical teams
(production -
middle
management)
India Commercial Customer is looking for an upgrade, a
value addition
Technical teams
(maintenance -
middle mgt)
Middle – east Engineering Understands relation of worker
comfort vs. productivity
Others
(Consultants,
dealers)
Countries
which
experience
high
temperatures
Food and
Beverages
Worker profile should be higher like
automobile industries; retention is
sometimes an influencing factor
FMCG Customers are tying up with foreign
companies so they need to maintain
that kind of an image
Footwear and
Moulding
Customers are curious about new
applications
Pharmaceutical Upsell possible - for e.g. more HEPA
filters or SS body that last longer
Printing &
Packaging
Forward-thinking, open-minded,
civic-minded
Application is important, can play a
Attributes
of Customer

28. Types of content / buckets Topic
A healthy serving of meaty posts (research and
analysis)
Impact on employee productivity due to factory
shed cooling
A side of vegetables (thought leadership articles) White paper on Indirect Evaporative Cooling
A serving of whole grains (how-to and influencer
posts)
Case study highlighting the fact how this solution
has worked for the client
A condiment or two to spice things up (bold
statements)
Importance of cooling for FASSAI certification
A sweet dessert (light-hearted, viral-worthy
content)
HVAC Infographic
Big Rock Content Increase 25% profitability at Automobile
manufacturing facility
Content Mix - HMX

29. Big – Rock content
This is a substantial content asset (think 15, 20, 30 or more pages). We
need to move from thinking like a publisher to actually publishing like
one by putting out a “book” on your topic.
• Reverse engineer the Big Rock by pulling from your blog. Identify five
or more blog posts that follow a theme, put them in a sequence,
write an intro, conclusion, 1 or 2 case study, add some influencer
interviews and quotes, design the cover and done
• Big Rock is perfect for chunking into smaller derivative content assets.
Elements from the Big Rock can be easily chiselled into smaller pieces
your audience may prefer such as a short blog post, a colourful
infographic or a how-to webinar

30. Conclusion
• Content marketing plays an important role for B2B marketing
• More than generic content, it has to be a mix of different content
buckets, as the target audience is in different phase of “Path – to –
Purchase” funnel and we need to influence them at each stage.
• Visual element plays a major role for engaging with B22B customers

31. Thank You
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