A conversational path helps B2B marketing professionals to align product management, marcomms and sales activities around profitable conversations that produce predictable sales pipelines. Read more at https://newtonday.uk/what-is-conversational-marketing/

1. A QUICK GUIDE TO B2B
CONVERSATIONAL PATHS
What they are. Why you need them. How to create them.

2. B2B CUSTOMERS ARE
‘IW-WIW-WIWI’
“I-Want-What-I-Want-When-I-Want-It”
Up to 80% of buying process is personal discovery performed
‘snacking’ on the web
You need to combine marketing and sales into
joined up conversational paths with your customers
www.newtonday.uk

3. Pre-Subscription Post-Subscription/Pre-Customer Post-Customer/Pre-Repeat Repeat
Attract Engage Delight
AN INBOUND MARKETING PROCESS IS ONLY
AS STRONG AS ITS WEAKEST LINK
1 2 3 4
www.newtonday.uk

4. A CONVERSATIONAL PATH
ARTICULATES A PROFITABLE
B2B CUSTOMER
CONVERSATION FROM
START TO END
PLACE SEED CTAPERSONA
Managing Director of
a small to medium
sized business in UK
or USA
LinkedIn/Blog
Vimeo/YouTube
SlideShare
Zoom/UK
Form on webpage
Embedded chat link
Download templates
© Newton Day Publishing 2019
Where do they go to
get answers?
Describe the characteristics
of the persona
What content will
attract them?
What mechanism will they
used to engage?
Social Articles
Video Chapters
Infographic
Live Webinar
White Paper
JOB
Comply with
the GDPR
What job are they trying to
do?
Who? What? Why? How? Where? > Attract Entice Engage Buy
EVENT
Letter from
solicitors
What event motivated
them?
FRAME
What is GDPR
GDPR overview
GDPR compliance
GDPR compliance checklist
GDPR .xls / .pdf
GDPR HR
GDPR IT
What are they looking for?
EPIC
What EPIC content will make
them ask for help?
GDPR in 60-minutes
eBook
PRODUCT
1-hr online
GDPR
assessment
What will they buy?
What are my
customers looking
to discover?
www.newtonday.uk

5. WHY YOU NEED THEM
• Different departmental agendas create conflict - Product Management,
Marcoms, Sales > You need to take a top-down approach to sales!
• Weak targeting of profitable prospects
• Shortfall in ‘tell-me-something-I-don’t-already-know’ content
• Focus on ‘content’ results in low lead yields
• Poorly designed conversational journeys result in poor returns
• Too many SaaS tech tools, hindering productivity and outcomes
www.newtonday.uk

6. LIVE EVENT
BLOG FEATURE
VIDEO
ARTICLE FEATURE
WEBINAR
EBOOK
RESEARCH
INFOGRAPHIC
LIVE EVENT
EMAIL TEMPLATE
EMAIL TEMPLATE
VIDEO FEATURE
EMAIL TEMPLATE VIDEO TEASER LANDING PAGE LEAD
WEBSITE WEBCHAT LEAD
VIDEO TEASER LANDING PAGE
( )EBOOK CHECKLIST GUIDE PLAN LEAD
REPORTEMAIL TEMPLATE VIDEO TEASER LANDING PAGE LEAD
REPORTVIDEO TEASER LANDING PAGE LEAD
( )
( )
( )
( )
( )
( )INFOGRAPHIC
EBOOKEMAIL TEMPLATE VIDEO TEASER LANDING PAGE LEAD
EMAIL TEMPLATE VIDEO TEASER LIVE WEBINARLANDING PAGE EBOOK CHECKLIST GUIDE PLAN LEAD
EXAMPLES - HOW MANY OF THESE PATHS ARE YOU RUNNING?
www.newtonday.uk

7. HOW TO CREATE YOUR OWN!
Your
product
that solves
the Job To
Be Done
The Stem
Subject
The sub
topics
The places
they go to
learn and
explore
CuriosityEvent
Your
audience
Enter answer here… Enter answer here… Enter answer here… Enter answer here… Enter answer here… Enter answer here… Enter answer here…
How would you
characterise your
primary buying
influencer(s)?
What event(s)
occur in the life
of your
audience to
cause them to
want to learn
about your
products?
What would
make them
curious?
Where do your
audience go to
get advice and
insight on a
subject?
What is your
audience
searching for?
What is the
primary job your
product or
service is likely to
perform for your
buyer?
Which product or
service—that you
are responsible
for– is most
influential in
generating
wealth for the
business?
www.newtonday.uk

8. THANKS!
Find out how we help at www.newtonday.uk
Call us on +44 3983 7001