The document discusses the importance of content marketing in converting raw leads into sales opportunities, highlighting that it typically requires 10 marketing touches to close a deal. Successful marketing strategies focus on targeting content effectively and producing relevant material that aligns with buyers' decision journeys. To get started, marketers should understand their buyers' perspectives by interviewing sales teams and customers to address their concerns.

1. GETTING TO 10 WITH
CONTENT MARKETING
February, 2014

2. 1 RAW LEAD
X
10 TOUCHES
2

3. =
1 SALES OPPORTUNITY
3

4. According to Aberdeen’s 2012 report
“Marketing Lead Management: From
the Top of the Funnel to the Top Line”:
IT TAKES AN AVERAGE OF 10 MARKETINGGENERATED “TOUCHES” TO PROGRESS A
PROSPECT FROM A RAW, UNQUALIFIED
LEAD, TO “CLOSED ONE”.
4

5. Q: BUT HOW DO I GET TO
10 TOUCHES?
5

6. Q: BUT HOW DO I GET TO
10 TOUCHES?
THROUGH CONTENT MARKETING
6

7. WHY IS THAT?
7

8. COMPANIES WITH
SUCCESSFUL MARKETING
STRATEGIES:
FOCUS ON IMPROVING THE TARGETING
OF THEIR CONTENT MARKETING EFFORTS
8

9. COMPANIES WITH
SUCCESSFUL MARKETING
STRATEGIES:
LOOK TO INCREASE THE QUANTITY OF
RELEVANT CONTENT BEING PUBLISHED
ON THEIR WEBSITE AS TOP INITIATIVES
9

10. COMPANIES WITH
SUCCESSFUL MARKETING
STRATEGIES:
TELL US THEIR BUYERS ARE HUNGRY FOR
HIGH-END FARE.
10

11. BUT, I’VE HEARD OF
CONTENT MARKETING BEFORE…
WHAT ELSE
DO I NEED TO KNOW?

12. MARKETING CONTENT MUST DO
MORE THAN JUST BE HELPFUL…
IT MUST BUILD AND SUSTAIN THE
BUYER’S VISION OF SUCCESS THAT
ALIGNS BOTH WITH THEIR REALITY
AND THE VALUE PROPOSITION OF
YOUR OFFERING.

13. TOP PERFORMERS ARE
93% MORE LIKELY
THAN FOLLOWERS TO
ALIGN CONTENT
TO THE STAGE OF THE
BUYER’S DECISION JOURNEY
13

14. FIRMS SHOULD FOCUS ON
GETTING THEIR CONTENT
MARKETING “RIGHT:”
RIGHT CONTENT AT THE
RIGHT TIME…FOR THE
RIGHT PERSONA.

15. HOW CAN I
GET STARTED?

16. HOW CAN I GET STARTED?
PUT YOURSELF IN YOUR BUYER’S SHOES
.

17. HOW CAN I GET STARTED?
PUT YOURSELF IN YOUR BUYER’S SHOES
INTERVIEW SALES

18. HOW CAN I GET STARTED?
PUT YOURSELF IN YOUR BUYER’S SHOES
INTERVIEW SALES
INTERVIEW CUSTOMERS (AND NEARCUSTOMERS) ABOUT THE QUESTIONS THEY
MUST ANSWER IN ORDER TO EFFECTIVELY
DE-RISK A PURCHASE.

19. THANK YOU FOR READING
GETTING TO 10 WITH
CONTENT MARKETING
http://tinyurl.com/marketingIntent
February, 2014