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B2B Content Strategy - Matt Heinz
The document provides guidance on using B2B content to drive sales, renewals, and repeat purchases. It discusses developing a content marketing plan by identifying customer targets, their needs and buying processes. The plan should include different types of content delivered through various channels at each stage of the customer journey. Metrics like opportunity stages and a content calendar can track effectiveness. The document offers tips for creating engaging content, getting other teams to use content, and continually improving content strategies.
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B2B Content Strategy - Matt Heinz
- 1. B2B Content: DrivingSales, Renewals & Repeat Purchases Matt Heinz President, Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing
- 2. Housekeeping • Copy ofthis deck • Offers for you – Successful Selling – The Modern Marketer’s Field Guide – Content Marketing Best Practices Guide • Give me a business card noting what you want… – It s that simple…
- 3. One hour inone sentence “Sell the hole, not the drill”
- 4. People & problems,not products
- 5. What do customerscare about?
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- 7. Prospect Engagement Funnel ActiveSales Cycle Channels: CRM, 1:1 Goal: Sell New Customer Drip Marketing Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn Goal: Drive Registration Network-exclusive access to content Value-added special offers Discovery events White papers, top ten tips, etc. Testimonials, Success Stories Profile-Specific Messages New product/service offers Referral & Tell-a-Friend Offers Network / Community Invites New Opportunity Alerts 1:1 with Existing Customer In-Market Events Next Step Accelerator IdeasCustomer Targets (based on persona profiles)
- 8. Marketing plan in5 questions 1. What/who are your targets? 2. What do they care about? What outcome are they seeking? 3. Where do you find them? 4. What or who influences them? 5. How do they want to engage and (eventually) buy?
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- 10. Opportunity StagesOpportuni)es Qualified Prospect has a need & budget, and is ac4vely evalua4ng solu4ons Presenta/on & Demo Demo has been scheduled or completed; working through objec4ons & ques4ons Proposal Formal proposal is in process or has been delivered outlining terms, services, fees Nego/a/on Prospect has verbally agreed to do business; both sides are working through final legal/term/service/fee details Close Agreement has been signed and returned Closed Lost Opportunity has stalled indefinitely or is dead
- 11. Custom messages byrole Audience Drivers Pain Points Value Proposi)ons (bullet points) Key Messages Ver)cal #1 CEO IT/CIO CFO CMO
- 12. Content filters • Salesstage • Primary decision-maker • Objections/obstacles
- 13. Three types ofcontent 1. Proactive 2. Reactive 3. Participatory
- 14. Planning content Theme 1 Week1 Theme 2 Theme 3 Theme 4 Week 2 Week 3 Week 4
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- 16. Five common content marketingmistakes 1. Not having a plan up front 2. Writing for the company instead of the customer 3. Not encouraging and participating in two- way communication 4. Not promoting, aggregating and curating great content from others 5. Only producing written content
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- 18. How to createmore content • Write more ideas down • Keep a single, ongoing list of those ideas • Ideas, then outlines, then drafts • Write ahead of time • Use guest contributors
- 19. 10 sources ofcontent inspiration 1. Customer questions 2. Stuff you read 3. People you disagree with 4. Your customer-facing teams 5. Trade press 6. Conferences, panels & Webinars 7. Twitter hashtags 8. LinkedIn Answers 9. The news 10. Things you see that are dumb
- 20. Getting sales touse your content 1. How does it help them make money? 2. Get sales leadership to buy-in first 3. Show examples of how it works 4. Teach, train, launch, reinforce, measure & celebrate 5. Create systems that make it easy
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