This document outlines an approach to content marketing for sales. It discusses focusing content on customers' problems rather than products. It then provides details on a prospect engagement funnel that uses content in online communities, email marketing, and sales cycles to move prospects through stages from new contact to closed sale. Finally, it discusses customizing content by industry, role, pain points, and sales stage to most effectively engage prospects.

1. Content Marketing for Sales
Matt Heinz
President, Heinz Marketing Inc
matt@heinzmarketing.com @heinzmarketing

2. People & problems, not products

3. What do customers care about?

4. The buying progression
Problem/
Pain
Solution
Objective/
Outcome

5. Prospect Engagement Funnel
Customer Targets (based on persona profiles)
Network / Open Community
Channels: Twitter, Facebook, Blog, LinkedIn
Goal: Drive Registration
Drip Marketing
Channels: Email Newsletters, CRM System
Goal: Drive Active Prospects
Active Sales Cycle
Channels: CRM, 1:1
Goal: Sell
New
Customer
Next Step Accelerator Ideas
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
New Opportunity Alerts
1:1 with Existing Customer
In-Market Events
Referral & Tell-a-Friend Offers
Network / Community Invites

6. Opportunity Stages
Qualified
Opportuni)es
Presenta/on
&
Demo
Proposal
Nego/a/on
Close
Prospect
has
a
need
&
budget,
and
is
ac4vely
evalua4ng
solu4ons
Demo
has
been
scheduled
or
completed;
working
through
objec4ons
&
ques4ons
Formal
proposal
is
in
process
or
has
been
delivered
outlining
terms,
services,
fees
Prospect
has
verbally
agreed
to
do
business;
both
sides
are
working
through
final
legal/term/service/fee
details
Agreement
has
been
signed
and
returned
Opportunity
has
stalled
indefinitely
or
is
dead
Closed
Lost

7. Custom messages by role
Ver)cal
#1
Audience
Drivers
Pain
Points
Value
Proposi)ons
(bullet
points)
Key
Messages
CEO
IT/CIO
CFO
CMO

8. Content filters
• Sales stage
• Primary decision-maker
• Objections/obstacles

9. Workshop time!
Matt Heinz
@heinzmarketing
matt@heinzmarketing.com
877-291-0006

10. #CONTENTSF