Many B2B companies are trying to use content marketing for demand generation but get stuck. They're producing content but it's not resulting in leads that convert into sales. In this webinar, we'll show you, step-by-step, how to create a closed-loop demand generation system using content marketing. You’ll learn how to build your own “sales engine” that produces a steady flow of leads for your sales team.

1. Content Marketing for B2B Sales
EXPLOSIVE B2B SALES GROWTH WITH
CONTENT MARKETING
A step-by-step guide to creating a closed-loop
demand generation system using content marketing

2. Content Marketing for B2B Sales

3. Content Marketing for B2B Sales
DOES THIS STUFF ACTUALLY WORK?
Sales Engine Content Marketing

4. Content Marketing for B2B Sales
[Client Example]
# MQL and $/MQL by month
'-
450
900
1,350
1,800
M1 M2 M3 M4 M5 M6 M7 M8 M9 M10
YTD MQL's Cost per MQL
1,658 MQL’s
$40.92/MQL

5. Content Marketing for B2B Sales
[Client Example]
Row Labels # Lost # Won Value ASP Win Rate
Marketing sourced 119 42 $1,029,816 $24,519 35.29%
Sales sourced + Marketing Influenced 62 43 $1,480,701 $34,435 69.35%
Sales sourced - marketing engagement 648 104 $2,911,452 $27,995 16.05%
Grand Total 829 189 $5,421,969 $86,949
85 deals worth $2.5M in
closed business
Win rate…
• 2x Marketing sourced
• 4xMarketing influenced

6. Content Marketing for B2B Sales
[Client Example]
Actual
# Records
Actual %
Conversion
ASP Value
$/Record
Sales Engine
Cost $/#
Value:Cost
Ratio
Suspect 38,181 4.3% $40.79 [1] $0.49 83.2 to 1
MQL 1,658 22.1% $939.31 [2] $40.92 23 to 1
SQL 366 23.2% $4,255.11 $185.39
85 [3] $18,322 $798.27
[1] Cost per raw lead record; [2] calculated cost per MQL; [3] Average sale price of client sales
SUSPECT
MQL
SQL
WINS
23:1 Value to cost Ratio of MQL

7. Content Marketing for B2B Sales
THE BUSINESS PROBLEM ARE WE TRYING TO
SOLVE
Sales Engine Content Marketing

8. Content Marketing for B2B Sales

9. Content Marketing for B2B Sales

10. Content Marketing for B2B Sales
Marketing <2005: Trade Shows

11. Content Marketing for B2B Sales
Marketing <2005: Advertising

12. Content Marketing for B2B Sales
Marketing <2005: Direct Mail

13. Content Marketing for B2B Sales
Sales <2005: Cold Calling

14. Content Marketing for B2B Sales
Sales <2005: Cold Calling

15. Content Marketing for B2B Sales
Lead-gen circa <2005
MARKETING SALES
Branding & awareness Sales reps found buyers, diagnosed pain, & prescribed solutions

16. Content Marketing for B2B Sales
Lead-gen 2015
MARKETING SALES
Branding & awareness Close the dealProspects diagnose their own pain, prescribe
their own solutions, & short-list vendors

17. Content Marketing for B2B Sales
(Source: Marketing Sherpa)
Today, the B2B buyer
finds the seller
80% of the time
Sales
“hunting”
20% success

18. Content Marketing for B2B Sales
What they find is
CONTENT

19. Content Marketing for B2B Sales
Punchline… Lead-gen Has Changed
<2005 2015
He who has the most sales reps wins He who has the most (good) content wins

20. Content Marketing for B2B Sales
Digital 1:1 Conversations
MARKETING =
SALES =

21. Content Marketing for B2B Sales
Digital 1:1 Conversations
MARKETING =
SALES =

22. Content Marketing for B2B Sales
?
Digital 1:1 Conversations
MARKETING =
SALES =
?
?
?

23. Content Marketing for B2B Sales

24. Content Marketing for B2B Sales

25. Content Marketing for B2B Sales
It takes a “fractional village”
Role
Marketing
Program
Manager
Marketing
Automation
Specialist
Database
Marketing
Manager
Social
Media
Specialist
Web
Designer-
developer
Art
Director
Content
Strategist
Copy-
writer
Copy
Editor
Video-
grapher
Video
Editor TOTAL
Salary $66,663 $70,128 $59,934 $48,159 $42,549 $50,856 $56,791 $45,150 $49,513 $37,880 $49,870 $577,493

26. Content Marketing for B2B Sales
It takes a “fractional village”
Role
Marketing
Program
Manager
Marketing
Automation
Specialist
Database
Marketing
Manager
Social
Media
Specialist
Web
Designer-
developer
Art
Director
Content
Strategist
Copy-
writer
Copy
Editor
Video-
grapher
Video
Editor TOTAL
Salary $66,663 $70,128 $59,934 $48,159 $42,549 $50,856 $56,791 $45,150 $49,513 $37,880 $49,870 $577,493
% FTE
Needed
50% 50% 30% 50% 50% 33% 15% 50% 25% 10% 10%
Fractional
Cost
$33,332 $35,064 $17,980 $24,080 $21,275 $16,782 $8,519 $22,575 $12,378 $3,788 $4,987 $200,759

27. Content Marketing for B2B Sales
HOW SALES ENGINE SOLVES THE PROBLEM
Sales Engine Content Marketing

28. Content Marketing for B2B Sales

29. Content Marketing for B2B Sales
Content | Content Planning
Discovery
Document
Content
Audit
Content Planning
Workshops
Content Strategy Document
• Program summary
• Content audit findings
• Editorial calendar (assets & topics)
• Video production plan (XLS)

30. Content Marketing for B2B Sales
Content | Editorial Calendar
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Sample Strategy Engage brokers RFP Season Prime selling season
Year
end
Develop EdCal content
strategy based on Sales
and Marketing seasonality
Content
Campaigns
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Content Themes
(High probability pains)
Pain
#1
Pain
#2
Pain
#3
Pain
#2
Pain
#1
Pain
#3
Pain
#2
Pain
#1
Pain
#2
Pain
#1
Pain
#3
Pain
#3
Align the major content
themes (pain points) to the
selling seasons
Specific content
topics for each
campaign planned

31. Content Marketing for B2B Sales
Content | Content Development
Video Interviews
Recorded Workshops
Phone Interviews
Content Development Team

32. Content Marketing for B2B Sales
Conversion Content Offer
Content | Content Assets
Campaign Content Conversion Content
White papers Infographics
Enhanced Video Custom
SEO
Embedded
Video
Gated
Offers

33. Content Marketing for B2B Sales
Conversion Content Offer
Content | Content Assets
Campaign Content Conversion Content
White papers Infographics
Enhanced Video Custom
SEO
Embedded
Video
Gated
Offers

34. Content Marketing for B2B Sales
Inbound Campaigns | SEO
On-page SEO HTML
• <title>
• <description>
• <link href="http://urlslug"/>
• <h1>
• <p>content</p>
Content developed for
people and Google

35. Content Marketing for B2B Sales
Inbound Campaigns | Social Media
Social media
posts driving
engagement with
each content
campaign

36. Content Marketing for B2B Sales
2) Most visitors browse but don’t convert
(stay anonymous)
Inbound Campaigns | Retargeting
1) Visitors to your website
get “cookied”
3) Banner ads on sites they visit
make you look big and bring
them back to your site

37. Content Marketing for B2B Sales
Outbound Campaigns | Targeted email & eNews
Based on monthly content themes
• Targeted emails ! Campaign content = “What we have to say”
• eNews ! 3rd party content = “They agree with us”

38. Content Marketing for B2B Sales
Onboarding
Tasks
Ideal Prospect Profile
(IPP)
Size addressable market Assess current data
Ongoing
Execution
Review past performance Database growth
recommendations
Segment and
manage DB
Outbound Campaigns | Database

39. Content Marketing for B2B Sales
Outbound Campaigns | Campaign Playbooks
For each campaign content article
• Campaign publishing details
• Content strategy – high probability pain
• Sales follow up
• Probing questions
• Email script
• Next steps

40. Content Marketing for B2B Sales
Marketing Automation| Lead Nurturing
MQL
SAL
SQL
• Automated drip campaign
• Marketing or sales based emails
✓ Marketing ! branded content
✓ Sales ! text based ‘stay in touch’
Further nurture leads that aren’t yet ‘sales-ready’

41. Content Marketing for B2B Sales
Marketing Automation| Lead scoring & Sales Alerts
Lead Scoring Sales Alerts
CLICKS
DOWNLOADS
VISITS
OPEN

42. Content Marketing for B2B Sales
Marketing Automation| Analytics
• Dashboards
• Weekly meetings
• Quarterly business reviews

43. Content Marketing for B2B Sales
Marketing Automation| Analytics
The bottom line…
Actual
# Records
Actual %
Conversion
ASP Value
$/Record
Sales Engine
Cost $/#
Value:Cost
Ratio
Suspect 38,181 4.3% $40.79 [1] $0.49 83.2 to 1
MQL 1,658 22.1% $939.31 [2] $40.92 23 to 1
SQL 366 23.2% $4,255.11 $185.39
85 [3] $18,322 $798.27
SUSPECT
MQL
SQL
WINS

44. Content Marketing for B2B Sales
First 12 months (Sample)
Month
#1 and #2
Month
#3
Month
#4
Month
#5
Month
#6
Month
#7
Month
#8
Month
#9
Month
#10
Month
#11
Month
#12
Content Theme
Onb
oard
ing
Pain #1 Pain #2 Pain #3 Pain #1 Pain #2 Pain #3 Pain #1 Pain #2 Pain #3 Pain #1
eNews
(3rd party content)
Content Campaigns
Sales Engine produced content #/mo #/mo #/mo #/mo #/mo #/mo #/mo #/mo #/mo #/mo
Client produced content #/mo #/mo #/mo #/mo #/mo #/mo #/mo #/mo #/mo #/mo
SEO <h1> <h1> <h1> <h1> <h1> <h1> <h1> <h1> <h1> <h1>
Social Media
Email
Lead Conversion Text describing what content is proposed
Lead Nurturing Text describing what nurture is proposed

45. Content Marketing for B2B Sales
HOW MUCH DOES THIS COST?
Sales Engine Content Marketing

46. Monthly Rate (billed quarterly) Essentials Baseline
Content Marketing Team
Executive Leader ✓ ✓
Program Manager ✓ ✓
Content Strategist ✓ ✓
Managing Editor ✓ ✓
Content
Articles ( 750 +/- words) ✓ ✓
White paper or Infographic ✓ ✓
Video (talking head interviews) ✓
Inbound & Outbound Campaigns
SEO (on-page) ✓ ✓
Social Media content posts ✓ ✓
Email campaign(s) ✓ ✓
Ad-retargeting ✓
Curated content eNewsletter ✓
Campaign playbooks ✓
Marketing Automation
Marketing Automation Software ✓ ✓
Lead Nurturing* ✓
Integration to web site & SFDC* ✓ ✓
Sales Alerts* ✓ ✓
Lead Scoring* ✓ ✓
Analytics* ✓ ✓
“Baseline” program
• $5,500/mo
(NEW)
“Essentials” program
• $2,500/mo
• “Baseline” minus video,
ad-retargeting, eNews,
playbooks, & lead nurturing
Ala carte’
• White papers
• Infographics
• Articles
• Campaigns
• Case studies
• Editing client content
• Website design
• Video production

47. Content Marketing for B2B Sales
NEXT STEPS
Sales Engine Content Marketing

48. Content Marketing for B2B Sales
Next Steps
[TOOL] How Much Marketing Do You Need?
Paul Rafferty
CEO co-founder, Sales Engine

49. Content Marketing for B2B Sales
THANK YOU!
Sales Engine Content Marketing