Presentation I gave at the 2nd Annual Content Marketing Retreat on using content to convert leads into customers.

1. The Customer Path:
From Lead Gen to Customer
January 26, 2012 – Content Marketing Retreat
Jeff Erramouspe, President
@jefferramouspe
Manticore Technology - Copyright 2012. All rights reserved.
2/8/2012 Technology, Inc. – Copyright 2011. All rights reserved.

2. B2B Buyer’s Journey
Sales Implementation
Outbound Referrals
Social Online
Media Research
2/8/2012 Manticore Technology - Copyright 2012. All rights reserved.

3. B2B Purchasing Behavior
 Prefer to utilize Web and social media to create a shortlist
 Resistant to sales calls/messaging during this phase
 Without 1:1 interaction, seller has no control of the process
2/8/2012 Manticore Technology - Copyright 2012. All rights reserved.

4. Evolving Role of Marketing
 Marketing now has
responsibility for early
stage selling
 Must use content to
engage prospects and
drive them through
buying process
 Must use technology to
track behaviors and
automate interactions
Marketers have become Publishers – must tell compelling stories
2/8/2012 Manticore Technology - Copyright 2012. All rights reserved.

5. Understanding Your Process
Define
personas &
phases
 Understand your buyer’s
process
Track usage Map content
by persona & to personas  Think analytically &
phase & phases
systematically
 Use existing sales data to
prime the pump
 Interview closed buyers
Integrate w/
about their process
Identify
sales process
content holes
& tools
Fill holes w/
new content
2/8/2012 Manticore Technology - Copyright 2012. All rights reserved.

6. Persona & Stage Based Messaging
 Personas
 Decision maker
 Economic buyer
 Influencers
 Approvers
 Users
 Buying Stages
 Awareness
 Education
 Consideration
 Validation
 Decision
2/8/2012 Manticore Technology - Copyright 2012. All rights reserved.

7. Telling a Compelling Story
 Address the unique needs of prospects
at different buying stages
 Early content should start a conversation
and address business issues
 Later content should be product specific
and focus on purchasing concerns
 Consider your cadence; you don’t want
to be annoying, but you don’t want to be
forgotten
 Develop content that progresses and
accelerates the prospect’s buying cycle
2/8/2012 Manticore Technology - Copyright 2012. All rights reserved.

8. Why Content Marketing Works
 Leads the prospect through his buying cycle
 Creates a dialogue with prospects that
matches the way they want to buy
 Provides a clear indication of where prospect
is in buying cycle
 Reduces sales cycles and provides more
predictable sales pipeline
2/8/2012 Manticore Technology - Copyright 2012. All rights reserved.

9. The Role of Marketing Automation
Symbiotic Relationship
 Tracks prospect
behavior
 Automates prospect
interactions
 Measures content
Content
efficacy
Marketing
Automation  Integrates with sales
process
2/8/2012 Manticore Technology - Copyright 2012. All rights reserved.