SlideShare a Scribd company logo
1 of 80
Download to read offline
#INBOUND14 
How to Map Content to The Buyer’s Journey 
Julie Kukesh 
Senior Inbound Marketing Consultant, HubSpot 
A 3 Step process for creating the right content, for the right person, at the right time
• 
7.5 Years experience 
• 
2+ years at HubSpot 
• 
200+ customers consulted 
• 
Fun fact: I married my husband in January & honeymooned in the Swiss Alps 
Principal Inbound Marketing Consultant 
@juliespatola 
JULIEKUKESH
1 
What is The Buyer’s Journey? 
2 
Content Mapping Methodology 
3 
Map an Individual Content Offer 
4 
Map Entire Content Library -Content Offer Inventory 
AGENDA 
Part I –Learn & Organize
5 
Content Matrix -Analysis 
6 
Content Roadmap 
7 
Customizing The Buyer’s Journey for your Persona 
8 
Use what you have in your Inbound Marketing 
AGENDA 
Part II –Apply, Brainstorm & Create
#INBOUND14 
1 
Understanding The Buyer’s Journey
What is The Buyer’s Journey?
THE BUYER’S JOURNEY 
The Buyer’s Journey is the active research process a potential buyer goes through leading up to a purchase.
A model to help keep the prospect’s behavior, information needs and problems central to anything sales and marketing does. 
The Buyer’s Journey
“I AM… 
abuyer experiencing symptoms of a problem and seeking greater understanding of my problem”
“I AM… 
abuyer considering all potential solution strategies to solve my problem”
“I AM… 
A buyer deciding on a specific product and vendor in my chosen solution strategy”
“I AM… 
abride who always dreamed of a hometown wedding”
“I AM… 
A bride considering all possible alternatives to a hometown wedding”
“I AM… 
A bride making a long list of potential destination wedding venues, whittling that long list to a short list and ultimately making a decision”
THE BUYER’S JOURNEY 
Prospect has now decided on their solution strategy, method, or approach. Is compiling a long list of all available vendors and products in their given solution strategy. Is researching to whittle the long list down to a short list and ultimately make a final purchase decision. 
Prospect has now clearly defined and given a name to their problem or opportunity. Is committed to researching and understanding all of the available approaches/methods to solving their defined problem or opportunity. 
Prospect is experiencing and expressing symptoms of a problem or opportunity. Is doing educational research to more clearly understand, frame and give a name to their problem. 
“I am a buyer experiencing symptoms of a problem”
The Buyer’s Journey is NOT…
INBOUND METHODOLOGY 
Gives the Marketer a Roadmap of Inbound Tactics and Tools to use
FUNNEL 
Sales pipeline predictor and tracking for the marketer and sales
WHAT IS A KEYWORD? 
PERSONAS 
Depict a static picture of your ideal buyer, their habits and needs in general.
56% 
of U.S. email users unsubscribe from a business or nonprofit email subscription because of content that is no longer relevant. 
(Source: ChadwickMartinBailey)
Deliver 
the right content, 
to the right person, 
at the right time.
#INBOUND14 
2 
How to Map a Content Offer to The Buyer’s Journey
#INBOUND14 
CONTENT MAPPING METHODOLOGY
#INBOUND14 
Content Mapping Methodology: 
3 Key Content Mapping Fundamentals
#INBOUND14 
User Behavior and Research Needs differ throughout the stages of the Buyers Journey
#INBOUND14 
Specific Content Types are most relevant at specific stages of the Buyers Journey
#INBOUND14 
Leverage relevant terms in each Buyers Journey Stage in: Offer Title & Abstract, Landing Page, CTA Buttons, Email Copy & Subject Line
#INBOUND14 
3 
Map an Individual Content Offer
Map an Individual Content Offer
Map each Content Offer: 
1. Identify 3 Key Content Mapping Fundamentals: Content Type, Keywords and Terms, User Behavior 
• 
Have a problem with Landing Page Performance 
• 
Have low conversion rate on LPs 
• 
Likely have a problem with leads 
• 
eBook 
• 
Expert Advice 
• 
Optimize 
• 
Improve (“for conversions” implies “to improve conversions”)
Map each Content Offer: 
2. Evaluate alignment of each to Buyers Journey Stages 
• 
Have a problem with Landing Page Performance 
• 
Have low conversion rate on LPs 
• 
Likely have a problem with leads 
• 
eBook 
• 
Expert Advice 
• 
Optimize 
• 
Improve (“for conversions” implies “to improve conversions”)
Map each Content Offer: 
3. Decide on 1Buyer’s Journey Stage to which this Content Offers Maps
Map each Content Offer: 
3. Decide on 1Buyers Journey Stage to which this Content Offers Maps
Did you Map the Content Offer correctly?
Buyer’s Journey Quick Reference Guide 
Hang it up at your desk!
#INBOUND14 
4 
Map Entire Content Library – 
Content Offer Inventory
Map Entire Content Library
Map entire Content Library 
Content Audit Worksheet (in Excel)
#INBOUND14 
5 
Content Matrix & Content Analysis
Content Matrix 
Analyze Entire Content Library 
Map & Analyze Overall Content Mix, holes opportunities, overall content alignment with market maturity
# 
% 
# 
% 
# 
% 
Title A 
Title B 
Title C 
Title 1 
Title 2 
Title 3 
OfferX 
Offer Y 
Offer Z 
Map & Analyze entire Content Library 
Map & Analyze Overall Content Mix, holes, opportunities, overall content alignment with market maturity
Analyze It
OVERALL CONTENT MATRIX 
ANALYSIS OBSERVATION 
EX 1 
RECOMMENDED ACTION 
Content offer has unclear Buyer’s Journey stage 
Revise content offer title and context to fit specific stage
OVERALL CONTENT MATRIX 
ANALYSIS OBSERVATION 
EX 2 
RECOMMENDED ACTION 
Content offer contains information aligning with multiple stages 
Split Content offer into 2 offers, each distinctly aligned with 1 stage only
OVERALL CONTENT MATRIX 
ANALYSIS OBSERVATION 
EX 3 
RECOMMENDED ACTION 
Not enough content offers 
Repurpose content
Buyer Persona 1 
Content Offers We Have: 
Content Offers We Need: 
Buyer Persona 2 
Content Offers We Have: 
Content Offers We Need: 
Content Matrix –Persona EX 1
Buyer Persona 1 
Content Offers We Have: 
5 offers 
3 offers 
2 offers 
Content Offers We Need: 
Buyer Persona 2 
Content Offers We Have: 
0 offers 
0 offers 
1 offer 
Content Offers We Need: 
Content Matrix –Persona EX 2 
10 
offers 
1 
offers
Buyer Persona 1 
Content Offers We Have: 
? 
? 
? 
Content Offers We Need: 
Buyer Persona 2 
Content Offers We Have: 
? 
? 
? 
Content Offers We Need: 
Content Matrix –Persona EX 3
Topic 1 
Content Offers We Have: 
Content Offers We Need: 
Topic 2 
Content Offers We Have: 
Content Offers We Need: 
Content Matrix –Topic EX 1
Topic 1 
Content Offers We Have: 
12 offers 
7 offers 
5 offers 
Content Offers We Need: 
Topic 2 
Content Offers We Have: 
0 offers 
0 offers 
1 offers 
Content Offers We Need: 
Content Matrix –Topic EX 1
Topic 1 
Content Offers We Have: 
12 offers 
7 offers 
5 offers 
Content Offers We Need: 
Topic 2 
Content Offers We Have: 
Content Offers We Need: 
Content Matrix –Topic EX 2 
?
#INBOUND14 
6 
Content Roadmap & Editorial Calendar
What Observations did your Content Matrix Analysis Produce? 
Compile a list of the Logical Correlating Recommendations for each Observation
Create What You Need… 
Outline Content Roadmap
1. 
Revise Titles 
2. 
Create Landing Pages for new content found on your website 
3. 
Split Content Offer XYZ that tries to cover multiples stages into 2 Content Offers: i.e 1 Awareness Stage PDF and 1 Consideration Stage Webcast 
1. 
Create Awareness stage White Paper for Persona A 
2. 
Identify and create more Decision Stage Content Offers 
3. 
Build up library of Content Offers in all 3 Buyers Journey Stages for Topic #2 
4. 
Repurpose Content Offers in each Buyers Journey Stage to message to Persona C where content is lacking 
Content Roadmap 
Itemize Next Steps –Separate Short & Long Term Action Items 
Short Term Action Items 
Long Term Action Items
Content Editorial Calendar 
Don’t just say you’ll do it…
#INBOUND14 
7 
Customizing The Buyer’s Journey for YOUR Persona
Persona: 
Mortgage Mike 
Hello, My Name Is: 
Mortgage Mike
I AM A BUYER _____________ 
• 
I am a buyer with a problem. 
• 
I am a buyer aware of a problem. 
• 
I am a buyer aware of a problem/opportunity. 
• 
I am a buyer becoming aware of my problem. 
• 
I am a buyer seeking (greater) awareness of my problem.
I AM A BUYER _____________ 
• 
I need to improve _________________________ 
• 
I need to prevent __________________________ 
• 
I need to learn more about_________________________ 
• 
I want _____________________________ 
the size of my home for my family 
overspending and going into too much debt 
Upsizing my home or if I should renovate my home or buy a new home 
Nicer features in my home
I AM A BUYER _____________ 
• 
I am a buyer considering solutions for my problem. 
• 
I am a buyer considering strategies to solve my problem. 
• 
I am considering my problem solving options.
I AM A BUYER _____________ 
• 
What tools are available for ___________________ ? 
• 
What is an ___________________? 
• 
What is a ___________________? 
• 
What are my _________________________ options? 
Calculating a mortgage 
Adjustable Rate Mortgage 
mortgage 
Fixed Rate Mortgage
I AM A BUYER _____________ 
• 
I am a buyer deciding on a specific product and vendor. 
• 
I am a buyer trying to make a decision between vendors and products.
I AM A BUYER _____________ 
• 
I need _____________________________ 
• 
I need to _____________________________ 
• 
_________________________ 
Current mortgage rates 
Apply online now for a mortgage 
Bank Independent Mortgage
Customize The Buyer’s Journey 
for your Buyer Persona
#INBOUND14 
8 
Use your Content in your Inbound Marketing
Use What You Have…
Use It In Your Inbound Marketing 
IDEA #1 -Lead Nurturing Workflows
Use It In Your Inbound Marketing 
IDEA #2 -Lead Scoring
Use It In Your Inbound Marketing 
IDEA #3 –Thank You Pages
Use It In Your Inbound Marketing 
IDEA #3 –Thank You Pages
Use It In Your Inbound Marketing 
IDEA #4 –Smart Call-To-Action (CTA) Buttons
Use It In Your Inbound Marketing 
IDEA #5 –Landing Page Copy
Use It In Your Inbound Marketing 
IDEA #6 –Forms & Automation
#INBOUND14 
NEXT STEPS
#INBOUND14 
1 
Inventory your current content, mapping each existing offer to the appropriate stage in The Buyer’s Journey –Awareness, Consideration, Decision 
2 
Analyze your current content to identify holes and content gaps 
3 
Build out your Buyer Persona’s Buyer’s Journey 
4 
Create your Short and Long-Term Content Roadmaps 
Next Steps 
PDF 
1 
PDF 
2 
PDF 
3 
PDF 
4
Find all of the resources from today’s session by going to my profile: 
hubspot.com/juliespatola 
@juliespatola 
JulieKukesh

More Related Content

What's hot

Lead generation stragety ppt
Lead generation stragety pptLead generation stragety ppt
Lead generation stragety pptnehaanandjha
 
Social Media Marketing Trends to Follow in 2023
Social Media Marketing Trends to Follow in 2023Social Media Marketing Trends to Follow in 2023
Social Media Marketing Trends to Follow in 2023Arik Hanson
 
business development sales plan
business development sales plan business development sales plan
business development sales plan Fraser Hay
 
Content Marketing and Copywriting
Content Marketing and Copywriting Content Marketing and Copywriting
Content Marketing and Copywriting HardySingh8
 
Digital Marketing Plan Template 10 2015
Digital Marketing Plan Template 10 2015 Digital Marketing Plan Template 10 2015
Digital Marketing Plan Template 10 2015 Andrew Mashman
 
Digital marketing-plan-template
Digital marketing-plan-templateDigital marketing-plan-template
Digital marketing-plan-templateStrat & Com
 
Facebook marketing digital-marketing-paathshala
Facebook marketing digital-marketing-paathshalaFacebook marketing digital-marketing-paathshala
Facebook marketing digital-marketing-paathshalaSimplilearn
 
Go to-market strategy for B2B SaaS companies
Go to-market strategy for B2B SaaS companiesGo to-market strategy for B2B SaaS companies
Go to-market strategy for B2B SaaS companiesGuillaume Lerouge
 
Plan of digital marketing campaign
Plan of digital marketing campaignPlan of digital marketing campaign
Plan of digital marketing campaignBizinventive
 
Summary Y Combinator Startup School 2019
Summary Y Combinator Startup School 2019Summary Y Combinator Startup School 2019
Summary Y Combinator Startup School 2019HannesGarben
 
What's new in B2B marketing? 2021 B2B Digital Marketing trends
What's new in B2B marketing? 2021 B2B Digital Marketing trendsWhat's new in B2B marketing? 2021 B2B Digital Marketing trends
What's new in B2B marketing? 2021 B2B Digital Marketing trendsSmart Insights
 
Agile Marketing Framework
Agile Marketing FrameworkAgile Marketing Framework
Agile Marketing FrameworkAhmad Iqbal
 
The B2B Content Marketing Workbook
The B2B Content Marketing WorkbookThe B2B Content Marketing Workbook
The B2B Content Marketing WorkbookVelocity Partners
 
Digital Marketing for B2B:
 Introduction and Steps to Get Started.
Digital Marketing for B2B:
 Introduction and Steps to Get Started.Digital Marketing for B2B:
 Introduction and Steps to Get Started.
Digital Marketing for B2B:
 Introduction and Steps to Get Started.Thomas Webster
 
Digital marketing plan
Digital marketing plan Digital marketing plan
Digital marketing plan Vanessa Baires
 
Joint business planning with channel partners
Joint business planning with channel partners Joint business planning with channel partners
Joint business planning with channel partners dvanhamme
 
Engagement, Retention and Monetization
Engagement, Retention and MonetizationEngagement, Retention and Monetization
Engagement, Retention and MonetizationCleverTap
 

What's hot (20)

Lead generation stragety ppt
Lead generation stragety pptLead generation stragety ppt
Lead generation stragety ppt
 
Social Media Marketing Trends to Follow in 2023
Social Media Marketing Trends to Follow in 2023Social Media Marketing Trends to Follow in 2023
Social Media Marketing Trends to Follow in 2023
 
business development sales plan
business development sales plan business development sales plan
business development sales plan
 
Content Marketing and Copywriting
Content Marketing and Copywriting Content Marketing and Copywriting
Content Marketing and Copywriting
 
Digital Marketing Plan Template 10 2015
Digital Marketing Plan Template 10 2015 Digital Marketing Plan Template 10 2015
Digital Marketing Plan Template 10 2015
 
Digital marketing-plan-template
Digital marketing-plan-templateDigital marketing-plan-template
Digital marketing-plan-template
 
Facebook marketing digital-marketing-paathshala
Facebook marketing digital-marketing-paathshalaFacebook marketing digital-marketing-paathshala
Facebook marketing digital-marketing-paathshala
 
Go to-market strategy for B2B SaaS companies
Go to-market strategy for B2B SaaS companiesGo to-market strategy for B2B SaaS companies
Go to-market strategy for B2B SaaS companies
 
Plan of digital marketing campaign
Plan of digital marketing campaignPlan of digital marketing campaign
Plan of digital marketing campaign
 
Digital marketing for B2B
Digital marketing for B2BDigital marketing for B2B
Digital marketing for B2B
 
Summary Y Combinator Startup School 2019
Summary Y Combinator Startup School 2019Summary Y Combinator Startup School 2019
Summary Y Combinator Startup School 2019
 
What's new in B2B marketing? 2021 B2B Digital Marketing trends
What's new in B2B marketing? 2021 B2B Digital Marketing trendsWhat's new in B2B marketing? 2021 B2B Digital Marketing trends
What's new in B2B marketing? 2021 B2B Digital Marketing trends
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing Strategy
 
Agile Marketing Framework
Agile Marketing FrameworkAgile Marketing Framework
Agile Marketing Framework
 
The B2B Content Marketing Workbook
The B2B Content Marketing WorkbookThe B2B Content Marketing Workbook
The B2B Content Marketing Workbook
 
Digital Marketing for B2B:
 Introduction and Steps to Get Started.
Digital Marketing for B2B:
 Introduction and Steps to Get Started.Digital Marketing for B2B:
 Introduction and Steps to Get Started.
Digital Marketing for B2B:
 Introduction and Steps to Get Started.
 
Digital marketing
Digital marketingDigital marketing
Digital marketing
 
Digital marketing plan
Digital marketing plan Digital marketing plan
Digital marketing plan
 
Joint business planning with channel partners
Joint business planning with channel partners Joint business planning with channel partners
Joint business planning with channel partners
 
Engagement, Retention and Monetization
Engagement, Retention and MonetizationEngagement, Retention and Monetization
Engagement, Retention and Monetization
 

Viewers also liked

Nielsen Global Digital Landscape Report (march 2015)
Nielsen Global Digital Landscape Report (march 2015)Nielsen Global Digital Landscape Report (march 2015)
Nielsen Global Digital Landscape Report (march 2015)Philippe KHATTOU
 
Examples of Buyer Personas
Examples of Buyer PersonasExamples of Buyer Personas
Examples of Buyer PersonasJun Loayza
 
6 Steps to Building User Personas and Why You Should Care
6 Steps to Building User Personas and Why You Should Care6 Steps to Building User Personas and Why You Should Care
6 Steps to Building User Personas and Why You Should CareHubSpot
 
Example persona (Smaply template)
Example persona (Smaply template)Example persona (Smaply template)
Example persona (Smaply template)Smaply
 
How to create the best b2b buyer personas in the world
How to create the best b2b buyer personas in the worldHow to create the best b2b buyer personas in the world
How to create the best b2b buyer personas in the worldStephen Bateman DipM CIM
 
Sales Professionals and Business Owners: Buyer Persona Smarketing Webinar
Sales Professionals and Business Owners: Buyer Persona Smarketing WebinarSales Professionals and Business Owners: Buyer Persona Smarketing Webinar
Sales Professionals and Business Owners: Buyer Persona Smarketing WebinarDigital Marketing Direction
 
HubSpot Buyer persona-template
HubSpot Buyer persona-templateHubSpot Buyer persona-template
HubSpot Buyer persona-templateSWEET SPOT ACADEMY
 
Using Personas to Build Great Products and Services
Using Personas to Build Great Products and ServicesUsing Personas to Build Great Products and Services
Using Personas to Build Great Products and Servicesmarkkgray
 
Personas Demystified 1.0
Personas Demystified 1.0Personas Demystified 1.0
Personas Demystified 1.0Mo Goltz
 
How Buyer Personas Reveal the Whole Truth about Marketing Content & ROI
How Buyer Personas Reveal the Whole Truth about Marketing Content & ROIHow Buyer Personas Reveal the Whole Truth about Marketing Content & ROI
How Buyer Personas Reveal the Whole Truth about Marketing Content & ROIBuyer Persona Institute
 
HubSpot Guide to Buyer Persona Creation
HubSpot Guide to Buyer Persona CreationHubSpot Guide to Buyer Persona Creation
HubSpot Guide to Buyer Persona CreationGordon Ching
 
DIGITAL TRANSFORMATION & DISRUPTION 2016 - Understanding digital landscape &...
DIGITAL TRANSFORMATION & DISRUPTION 2016 - Understanding digital landscape &...DIGITAL TRANSFORMATION & DISRUPTION 2016 - Understanding digital landscape &...
DIGITAL TRANSFORMATION & DISRUPTION 2016 - Understanding digital landscape &...Lassi Nummi
 
Design Thinking With Persona
Design Thinking With PersonaDesign Thinking With Persona
Design Thinking With PersonaFranki Chamaki
 
Sales Enablement Framework
Sales Enablement FrameworkSales Enablement Framework
Sales Enablement FrameworkDemand Metric
 

Viewers also liked (20)

Promotional mix
Promotional mixPromotional mix
Promotional mix
 
Nielsen Global Digital Landscape Report (march 2015)
Nielsen Global Digital Landscape Report (march 2015)Nielsen Global Digital Landscape Report (march 2015)
Nielsen Global Digital Landscape Report (march 2015)
 
Examples of Buyer Personas
Examples of Buyer PersonasExamples of Buyer Personas
Examples of Buyer Personas
 
Buyer personas 2016
Buyer personas 2016Buyer personas 2016
Buyer personas 2016
 
6 Steps to Building User Personas and Why You Should Care
6 Steps to Building User Personas and Why You Should Care6 Steps to Building User Personas and Why You Should Care
6 Steps to Building User Personas and Why You Should Care
 
Example persona (Smaply template)
Example persona (Smaply template)Example persona (Smaply template)
Example persona (Smaply template)
 
Webinar for AIPMM
Webinar for AIPMMWebinar for AIPMM
Webinar for AIPMM
 
How to create the best b2b buyer personas in the world
How to create the best b2b buyer personas in the worldHow to create the best b2b buyer personas in the world
How to create the best b2b buyer personas in the world
 
Sales Professionals and Business Owners: Buyer Persona Smarketing Webinar
Sales Professionals and Business Owners: Buyer Persona Smarketing WebinarSales Professionals and Business Owners: Buyer Persona Smarketing Webinar
Sales Professionals and Business Owners: Buyer Persona Smarketing Webinar
 
HubSpot Buyer persona-template
HubSpot Buyer persona-templateHubSpot Buyer persona-template
HubSpot Buyer persona-template
 
Using Personas to Build Great Products and Services
Using Personas to Build Great Products and ServicesUsing Personas to Build Great Products and Services
Using Personas to Build Great Products and Services
 
Personas Demystified 1.0
Personas Demystified 1.0Personas Demystified 1.0
Personas Demystified 1.0
 
Example buyer persona marketer
Example buyer persona marketer Example buyer persona marketer
Example buyer persona marketer
 
How Buyer Personas Reveal the Whole Truth about Marketing Content & ROI
How Buyer Personas Reveal the Whole Truth about Marketing Content & ROIHow Buyer Personas Reveal the Whole Truth about Marketing Content & ROI
How Buyer Personas Reveal the Whole Truth about Marketing Content & ROI
 
HubSpot Guide to Buyer Persona Creation
HubSpot Guide to Buyer Persona CreationHubSpot Guide to Buyer Persona Creation
HubSpot Guide to Buyer Persona Creation
 
DIGITAL TRANSFORMATION & DISRUPTION 2016 - Understanding digital landscape &...
DIGITAL TRANSFORMATION & DISRUPTION 2016 - Understanding digital landscape &...DIGITAL TRANSFORMATION & DISRUPTION 2016 - Understanding digital landscape &...
DIGITAL TRANSFORMATION & DISRUPTION 2016 - Understanding digital landscape &...
 
Design Thinking With Persona
Design Thinking With PersonaDesign Thinking With Persona
Design Thinking With Persona
 
Digital in 2017: Northern America
Digital in 2017: Northern AmericaDigital in 2017: Northern America
Digital in 2017: Northern America
 
Sales Enablement Framework
Sales Enablement FrameworkSales Enablement Framework
Sales Enablement Framework
 
Global Digital Statshot Q2 2017
Global Digital Statshot Q2 2017Global Digital Statshot Q2 2017
Global Digital Statshot Q2 2017
 

Similar to HOW TO MAP CONTENT TO THE BUYER'S JOURNEY & THE MARKETER'S FUNNEL [INBOUND 2014]

HubSpot Presentation Q3 8-11-15
HubSpot Presentation Q3 8-11-15HubSpot Presentation Q3 8-11-15
HubSpot Presentation Q3 8-11-15Knoxville HUG
 
How to create a modern sales organization
How to create a modern sales organizationHow to create a modern sales organization
How to create a modern sales organizationZacharyCurry6
 
Content Marketing Editorial Planning Guide
Content Marketing Editorial Planning GuideContent Marketing Editorial Planning Guide
Content Marketing Editorial Planning GuideLiz Bedor
 
Are You a Marketer or a Mind-Reader?
Are You a Marketer or a Mind-Reader?Are You a Marketer or a Mind-Reader?
Are You a Marketer or a Mind-Reader?Matthew T Grant
 
Content Marketing: The Engine that Drives B2B Marketing
Content Marketing:  The Engine that Drives B2B MarketingContent Marketing:  The Engine that Drives B2B Marketing
Content Marketing: The Engine that Drives B2B Marketing435Digital
 
Milton Keynes Hubspot User Group MK HUG Powered by Klood Digital
Milton Keynes Hubspot User Group MK HUG Powered by Klood DigitalMilton Keynes Hubspot User Group MK HUG Powered by Klood Digital
Milton Keynes Hubspot User Group MK HUG Powered by Klood DigitalMark Orr
 
How to Build a Content Marketing Strategy
How to Build a Content Marketing StrategyHow to Build a Content Marketing Strategy
How to Build a Content Marketing StrategyNewsCred
 
The Stepstones to Real Content Marketing
The Stepstones to Real Content MarketingThe Stepstones to Real Content Marketing
The Stepstones to Real Content MarketingSimon Schwarz
 
EIA2017Italy - Peter Mullen - Customer Development - Who Will Buy My Product ...
EIA2017Italy - Peter Mullen - Customer Development - Who Will Buy My Product ...EIA2017Italy - Peter Mullen - Customer Development - Who Will Buy My Product ...
EIA2017Italy - Peter Mullen - Customer Development - Who Will Buy My Product ...European Innovation Academy
 
#BristolHug - Introduction to Inbound Sales
#BristolHug - Introduction to Inbound Sales#BristolHug - Introduction to Inbound Sales
#BristolHug - Introduction to Inbound SalesJon Payne
 
Content Activation: Turning Words into Action
Content Activation: Turning Words into ActionContent Activation: Turning Words into Action
Content Activation: Turning Words into ActionHighRoad Solution
 
Content Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelContent Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelSearch Engine Journal
 
Content Marketing Workshop 2017
Content Marketing Workshop 2017Content Marketing Workshop 2017
Content Marketing Workshop 2017SPROUT Content
 
Bartlett overview incl ethnography
Bartlett overview incl ethnographyBartlett overview incl ethnography
Bartlett overview incl ethnographyRon Bartlett
 
Mapping Content to the Buyer's Journey
Mapping Content to the Buyer's JourneyMapping Content to the Buyer's Journey
Mapping Content to the Buyer's JourneyPyxl
 
Great Ideas 2015 Final
Great Ideas 2015 FinalGreat Ideas 2015 Final
Great Ideas 2015 FinalMegan Becker
 
Pyxl Webinar - Building Your 2016 Inbound Marketing Strategy
Pyxl Webinar - Building Your 2016 Inbound Marketing StrategyPyxl Webinar - Building Your 2016 Inbound Marketing Strategy
Pyxl Webinar - Building Your 2016 Inbound Marketing StrategyPyxl
 
Content Marketing – strategiseminar av Joakim Ditlev på Epic Content Marketin...
Content Marketing – strategiseminar av Joakim Ditlev på Epic Content Marketin...Content Marketing – strategiseminar av Joakim Ditlev på Epic Content Marketin...
Content Marketing – strategiseminar av Joakim Ditlev på Epic Content Marketin...Content Marketing Norge
 
STRATÉGIE DE MARKETING DE CONTENUS EN 7 ETAPES
STRATÉGIE DE MARKETING DE CONTENUS EN 7 ETAPESSTRATÉGIE DE MARKETING DE CONTENUS EN 7 ETAPES
STRATÉGIE DE MARKETING DE CONTENUS EN 7 ETAPESRiadh Jeljeli
 

Similar to HOW TO MAP CONTENT TO THE BUYER'S JOURNEY & THE MARKETER'S FUNNEL [INBOUND 2014] (20)

HubSpot Presentation Q3 8-11-15
HubSpot Presentation Q3 8-11-15HubSpot Presentation Q3 8-11-15
HubSpot Presentation Q3 8-11-15
 
How to create a modern sales organization
How to create a modern sales organizationHow to create a modern sales organization
How to create a modern sales organization
 
Content Marketing Editorial Planning Guide
Content Marketing Editorial Planning GuideContent Marketing Editorial Planning Guide
Content Marketing Editorial Planning Guide
 
Are You a Marketer or a Mind-Reader?
Are You a Marketer or a Mind-Reader?Are You a Marketer or a Mind-Reader?
Are You a Marketer or a Mind-Reader?
 
Content Marketing: The Engine that Drives B2B Marketing
Content Marketing:  The Engine that Drives B2B MarketingContent Marketing:  The Engine that Drives B2B Marketing
Content Marketing: The Engine that Drives B2B Marketing
 
Milton Keynes Hubspot User Group MK HUG Powered by Klood Digital
Milton Keynes Hubspot User Group MK HUG Powered by Klood DigitalMilton Keynes Hubspot User Group MK HUG Powered by Klood Digital
Milton Keynes Hubspot User Group MK HUG Powered by Klood Digital
 
How to Build a Content Marketing Strategy
How to Build a Content Marketing StrategyHow to Build a Content Marketing Strategy
How to Build a Content Marketing Strategy
 
The Stepstones to Real Content Marketing
The Stepstones to Real Content MarketingThe Stepstones to Real Content Marketing
The Stepstones to Real Content Marketing
 
EIA2017Italy - Peter Mullen - Customer Development - Who Will Buy My Product ...
EIA2017Italy - Peter Mullen - Customer Development - Who Will Buy My Product ...EIA2017Italy - Peter Mullen - Customer Development - Who Will Buy My Product ...
EIA2017Italy - Peter Mullen - Customer Development - Who Will Buy My Product ...
 
#BristolHug - Introduction to Inbound Sales
#BristolHug - Introduction to Inbound Sales#BristolHug - Introduction to Inbound Sales
#BristolHug - Introduction to Inbound Sales
 
Content Activation: Turning Words into Action
Content Activation: Turning Words into ActionContent Activation: Turning Words into Action
Content Activation: Turning Words into Action
 
Content Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelContent Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing Funnel
 
idea2MVP template
idea2MVP templateidea2MVP template
idea2MVP template
 
Content Marketing Workshop 2017
Content Marketing Workshop 2017Content Marketing Workshop 2017
Content Marketing Workshop 2017
 
Bartlett overview incl ethnography
Bartlett overview incl ethnographyBartlett overview incl ethnography
Bartlett overview incl ethnography
 
Mapping Content to the Buyer's Journey
Mapping Content to the Buyer's JourneyMapping Content to the Buyer's Journey
Mapping Content to the Buyer's Journey
 
Great Ideas 2015 Final
Great Ideas 2015 FinalGreat Ideas 2015 Final
Great Ideas 2015 Final
 
Pyxl Webinar - Building Your 2016 Inbound Marketing Strategy
Pyxl Webinar - Building Your 2016 Inbound Marketing StrategyPyxl Webinar - Building Your 2016 Inbound Marketing Strategy
Pyxl Webinar - Building Your 2016 Inbound Marketing Strategy
 
Content Marketing – strategiseminar av Joakim Ditlev på Epic Content Marketin...
Content Marketing – strategiseminar av Joakim Ditlev på Epic Content Marketin...Content Marketing – strategiseminar av Joakim Ditlev på Epic Content Marketin...
Content Marketing – strategiseminar av Joakim Ditlev på Epic Content Marketin...
 
STRATÉGIE DE MARKETING DE CONTENUS EN 7 ETAPES
STRATÉGIE DE MARKETING DE CONTENUS EN 7 ETAPESSTRATÉGIE DE MARKETING DE CONTENUS EN 7 ETAPES
STRATÉGIE DE MARKETING DE CONTENUS EN 7 ETAPES
 

More from HubSpot

Cultura HubSpot - Cómo crear la mejor empresa posible
Cultura HubSpot - Cómo crear la mejor empresa posibleCultura HubSpot - Cómo crear la mejor empresa posible
Cultura HubSpot - Cómo crear la mejor empresa posibleHubSpot
 
Your Go-To-Market is Killing Your Business, and You Don't Even Know It
Your Go-To-Market is Killing Your Business, and You Don't Even Know ItYour Go-To-Market is Killing Your Business, and You Don't Even Know It
Your Go-To-Market is Killing Your Business, and You Don't Even Know ItHubSpot
 
The Hard Truth About Marketing
The Hard Truth About MarketingThe Hard Truth About Marketing
The Hard Truth About MarketingHubSpot
 
How HubSpot Builds its Engineering Culture (While Maintaining Speed)
How HubSpot Builds its Engineering Culture (While Maintaining Speed)How HubSpot Builds its Engineering Culture (While Maintaining Speed)
How HubSpot Builds its Engineering Culture (While Maintaining Speed)HubSpot
 
The Tech Scene in Berlin is Booming
The Tech Scene in Berlin is BoomingThe Tech Scene in Berlin is Booming
The Tech Scene in Berlin is BoomingHubSpot
 
Aligning Vectors: What Elon Musk Taught Me About Growing A Business
Aligning Vectors: What Elon Musk Taught Me About Growing A BusinessAligning Vectors: What Elon Musk Taught Me About Growing A Business
Aligning Vectors: What Elon Musk Taught Me About Growing A BusinessHubSpot
 
15 Stats Every Marketing Leader Needs to Know
15 Stats Every Marketing Leader Needs to Know15 Stats Every Marketing Leader Needs to Know
15 Stats Every Marketing Leader Needs to KnowHubSpot
 
Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer
Inbound Recruiting: Hire Top Talent By Thinking Like a MarketerInbound Recruiting: Hire Top Talent By Thinking Like a Marketer
Inbound Recruiting: Hire Top Talent By Thinking Like a MarketerHubSpot
 
What's a Growth Stack? And why you should build one.
What's a Growth Stack? And why you should build one. What's a Growth Stack? And why you should build one.
What's a Growth Stack? And why you should build one. HubSpot
 
HubSpot Diversity Data 2016
HubSpot Diversity Data 2016HubSpot Diversity Data 2016
HubSpot Diversity Data 2016HubSpot
 
Add the Women Back: Wikipedia Edit-a-Thon
Add the Women Back: Wikipedia Edit-a-ThonAdd the Women Back: Wikipedia Edit-a-Thon
Add the Women Back: Wikipedia Edit-a-ThonHubSpot
 
What is Inbound Recruiting?
What is Inbound Recruiting?What is Inbound Recruiting?
What is Inbound Recruiting?HubSpot
 
Behind the Scenes: Launching HubSpot Tokyo
Behind the Scenes: Launching HubSpot TokyoBehind the Scenes: Launching HubSpot Tokyo
Behind the Scenes: Launching HubSpot TokyoHubSpot
 
25 Discovery Call Questions
25 Discovery Call Questions25 Discovery Call Questions
25 Discovery Call QuestionsHubSpot
 
How to Earn the Attention of Today's Buyer
How to Earn the Attention of Today's BuyerHow to Earn the Attention of Today's Buyer
How to Earn the Attention of Today's BuyerHubSpot
 
Class 1: Email Marketing Certification course: Email Marketing and Your Business
Class 1: Email Marketing Certification course: Email Marketing and Your BusinessClass 1: Email Marketing Certification course: Email Marketing and Your Business
Class 1: Email Marketing Certification course: Email Marketing and Your BusinessHubSpot
 
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...HubSpot
 
10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
 10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot 10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
10 Things You Didn’t Know About Mobile Email from Litmus & HubSpotHubSpot
 
3 Proven Sales Email Templates Used by Successful Companies
3 Proven Sales Email Templates Used by Successful Companies3 Proven Sales Email Templates Used by Successful Companies
3 Proven Sales Email Templates Used by Successful CompaniesHubSpot
 
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...HubSpot
 

More from HubSpot (20)

Cultura HubSpot - Cómo crear la mejor empresa posible
Cultura HubSpot - Cómo crear la mejor empresa posibleCultura HubSpot - Cómo crear la mejor empresa posible
Cultura HubSpot - Cómo crear la mejor empresa posible
 
Your Go-To-Market is Killing Your Business, and You Don't Even Know It
Your Go-To-Market is Killing Your Business, and You Don't Even Know ItYour Go-To-Market is Killing Your Business, and You Don't Even Know It
Your Go-To-Market is Killing Your Business, and You Don't Even Know It
 
The Hard Truth About Marketing
The Hard Truth About MarketingThe Hard Truth About Marketing
The Hard Truth About Marketing
 
How HubSpot Builds its Engineering Culture (While Maintaining Speed)
How HubSpot Builds its Engineering Culture (While Maintaining Speed)How HubSpot Builds its Engineering Culture (While Maintaining Speed)
How HubSpot Builds its Engineering Culture (While Maintaining Speed)
 
The Tech Scene in Berlin is Booming
The Tech Scene in Berlin is BoomingThe Tech Scene in Berlin is Booming
The Tech Scene in Berlin is Booming
 
Aligning Vectors: What Elon Musk Taught Me About Growing A Business
Aligning Vectors: What Elon Musk Taught Me About Growing A BusinessAligning Vectors: What Elon Musk Taught Me About Growing A Business
Aligning Vectors: What Elon Musk Taught Me About Growing A Business
 
15 Stats Every Marketing Leader Needs to Know
15 Stats Every Marketing Leader Needs to Know15 Stats Every Marketing Leader Needs to Know
15 Stats Every Marketing Leader Needs to Know
 
Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer
Inbound Recruiting: Hire Top Talent By Thinking Like a MarketerInbound Recruiting: Hire Top Talent By Thinking Like a Marketer
Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer
 
What's a Growth Stack? And why you should build one.
What's a Growth Stack? And why you should build one. What's a Growth Stack? And why you should build one.
What's a Growth Stack? And why you should build one.
 
HubSpot Diversity Data 2016
HubSpot Diversity Data 2016HubSpot Diversity Data 2016
HubSpot Diversity Data 2016
 
Add the Women Back: Wikipedia Edit-a-Thon
Add the Women Back: Wikipedia Edit-a-ThonAdd the Women Back: Wikipedia Edit-a-Thon
Add the Women Back: Wikipedia Edit-a-Thon
 
What is Inbound Recruiting?
What is Inbound Recruiting?What is Inbound Recruiting?
What is Inbound Recruiting?
 
Behind the Scenes: Launching HubSpot Tokyo
Behind the Scenes: Launching HubSpot TokyoBehind the Scenes: Launching HubSpot Tokyo
Behind the Scenes: Launching HubSpot Tokyo
 
25 Discovery Call Questions
25 Discovery Call Questions25 Discovery Call Questions
25 Discovery Call Questions
 
How to Earn the Attention of Today's Buyer
How to Earn the Attention of Today's BuyerHow to Earn the Attention of Today's Buyer
How to Earn the Attention of Today's Buyer
 
Class 1: Email Marketing Certification course: Email Marketing and Your Business
Class 1: Email Marketing Certification course: Email Marketing and Your BusinessClass 1: Email Marketing Certification course: Email Marketing and Your Business
Class 1: Email Marketing Certification course: Email Marketing and Your Business
 
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...
 
10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
 10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot 10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
10 Things You Didn’t Know About Mobile Email from Litmus & HubSpot
 
3 Proven Sales Email Templates Used by Successful Companies
3 Proven Sales Email Templates Used by Successful Companies3 Proven Sales Email Templates Used by Successful Companies
3 Proven Sales Email Templates Used by Successful Companies
 
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...
 

Recently uploaded

Generating Leads with Analyst Content Webinar Slides_SJN Final.pdf
Generating Leads with Analyst Content Webinar Slides_SJN Final.pdfGenerating Leads with Analyst Content Webinar Slides_SJN Final.pdf
Generating Leads with Analyst Content Webinar Slides_SJN Final.pdfShawnNewman13
 
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfRhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfDIGGIT
 
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...Valters Lauzums
 
youtube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introductionyoutube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introductionbzznbyd
 
5 Benefits Of Using Digital Marketing.pptx
5 Benefits Of Using Digital Marketing.pptx5 Benefits Of Using Digital Marketing.pptx
5 Benefits Of Using Digital Marketing.pptxdeepushah1687
 
Marketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessMarketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessLean Summits
 
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting AppsFantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting AppsCricket Betting Online
 
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfThe Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfDIGGIT
 
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdfGlobal Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdfMROC Japan
 
The seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert CialdiniThe seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert CialdiniSurya Prasath
 
The BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdfThe BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdfhannahcrump4
 
Unit 3 - Liberalization, Privatization & Globalization
Unit 3 - Liberalization, Privatization & GlobalizationUnit 3 - Liberalization, Privatization & Globalization
Unit 3 - Liberalization, Privatization & GlobalizationKaushik Jaiswal
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di SampangWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampanginfoobataborsi24
 
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...DIGGIT
 
Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...
Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...
Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...ahmedjiabur940
 
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptx
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptxUsing GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptx
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptxGreg Jarboe
 
Best Digital Expert Corporation of India
Best Digital Expert Corporation of IndiaBest Digital Expert Corporation of India
Best Digital Expert Corporation of IndiaPriyaDigitalExpert
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di MagetanWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetaninfoobataborsi24
 
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptx
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptxThe Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptx
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptxelizabethella096
 
Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptx
Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptxPersonal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptx
Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptxIngridSelk
 

Recently uploaded (20)

Generating Leads with Analyst Content Webinar Slides_SJN Final.pdf
Generating Leads with Analyst Content Webinar Slides_SJN Final.pdfGenerating Leads with Analyst Content Webinar Slides_SJN Final.pdf
Generating Leads with Analyst Content Webinar Slides_SJN Final.pdf
 
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfRhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
 
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
 
youtube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introductionyoutube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introduction
 
5 Benefits Of Using Digital Marketing.pptx
5 Benefits Of Using Digital Marketing.pptx5 Benefits Of Using Digital Marketing.pptx
5 Benefits Of Using Digital Marketing.pptx
 
Marketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessMarketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking Success
 
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting AppsFantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
 
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfThe Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
 
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdfGlobal Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
 
The seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert CialdiniThe seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert Cialdini
 
The BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdfThe BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdf
 
Unit 3 - Liberalization, Privatization & Globalization
Unit 3 - Liberalization, Privatization & GlobalizationUnit 3 - Liberalization, Privatization & Globalization
Unit 3 - Liberalization, Privatization & Globalization
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di SampangWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
 
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
 
Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...
Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...
Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...
 
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptx
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptxUsing GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptx
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptx
 
Best Digital Expert Corporation of India
Best Digital Expert Corporation of IndiaBest Digital Expert Corporation of India
Best Digital Expert Corporation of India
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di MagetanWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
 
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptx
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptxThe Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptx
The Majestic Salar de Uyuni A Natural Wonder of Bolivia.pptx
 
Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptx
Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptxPersonal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptx
Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptx
 

HOW TO MAP CONTENT TO THE BUYER'S JOURNEY & THE MARKETER'S FUNNEL [INBOUND 2014]

  • 1. #INBOUND14 How to Map Content to The Buyer’s Journey Julie Kukesh Senior Inbound Marketing Consultant, HubSpot A 3 Step process for creating the right content, for the right person, at the right time
  • 2. • 7.5 Years experience • 2+ years at HubSpot • 200+ customers consulted • Fun fact: I married my husband in January & honeymooned in the Swiss Alps Principal Inbound Marketing Consultant @juliespatola JULIEKUKESH
  • 3.
  • 4. 1 What is The Buyer’s Journey? 2 Content Mapping Methodology 3 Map an Individual Content Offer 4 Map Entire Content Library -Content Offer Inventory AGENDA Part I –Learn & Organize
  • 5. 5 Content Matrix -Analysis 6 Content Roadmap 7 Customizing The Buyer’s Journey for your Persona 8 Use what you have in your Inbound Marketing AGENDA Part II –Apply, Brainstorm & Create
  • 6. #INBOUND14 1 Understanding The Buyer’s Journey
  • 7. What is The Buyer’s Journey?
  • 8. THE BUYER’S JOURNEY The Buyer’s Journey is the active research process a potential buyer goes through leading up to a purchase.
  • 9. A model to help keep the prospect’s behavior, information needs and problems central to anything sales and marketing does. The Buyer’s Journey
  • 10. “I AM… abuyer experiencing symptoms of a problem and seeking greater understanding of my problem”
  • 11. “I AM… abuyer considering all potential solution strategies to solve my problem”
  • 12. “I AM… A buyer deciding on a specific product and vendor in my chosen solution strategy”
  • 13. “I AM… abride who always dreamed of a hometown wedding”
  • 14. “I AM… A bride considering all possible alternatives to a hometown wedding”
  • 15. “I AM… A bride making a long list of potential destination wedding venues, whittling that long list to a short list and ultimately making a decision”
  • 16.
  • 17.
  • 18. THE BUYER’S JOURNEY Prospect has now decided on their solution strategy, method, or approach. Is compiling a long list of all available vendors and products in their given solution strategy. Is researching to whittle the long list down to a short list and ultimately make a final purchase decision. Prospect has now clearly defined and given a name to their problem or opportunity. Is committed to researching and understanding all of the available approaches/methods to solving their defined problem or opportunity. Prospect is experiencing and expressing symptoms of a problem or opportunity. Is doing educational research to more clearly understand, frame and give a name to their problem. “I am a buyer experiencing symptoms of a problem”
  • 20. INBOUND METHODOLOGY Gives the Marketer a Roadmap of Inbound Tactics and Tools to use
  • 21. FUNNEL Sales pipeline predictor and tracking for the marketer and sales
  • 22. WHAT IS A KEYWORD? PERSONAS Depict a static picture of your ideal buyer, their habits and needs in general.
  • 23. 56% of U.S. email users unsubscribe from a business or nonprofit email subscription because of content that is no longer relevant. (Source: ChadwickMartinBailey)
  • 24. Deliver the right content, to the right person, at the right time.
  • 25. #INBOUND14 2 How to Map a Content Offer to The Buyer’s Journey
  • 27. #INBOUND14 Content Mapping Methodology: 3 Key Content Mapping Fundamentals
  • 28. #INBOUND14 User Behavior and Research Needs differ throughout the stages of the Buyers Journey
  • 29. #INBOUND14 Specific Content Types are most relevant at specific stages of the Buyers Journey
  • 30. #INBOUND14 Leverage relevant terms in each Buyers Journey Stage in: Offer Title & Abstract, Landing Page, CTA Buttons, Email Copy & Subject Line
  • 31. #INBOUND14 3 Map an Individual Content Offer
  • 32. Map an Individual Content Offer
  • 33. Map each Content Offer: 1. Identify 3 Key Content Mapping Fundamentals: Content Type, Keywords and Terms, User Behavior • Have a problem with Landing Page Performance • Have low conversion rate on LPs • Likely have a problem with leads • eBook • Expert Advice • Optimize • Improve (“for conversions” implies “to improve conversions”)
  • 34. Map each Content Offer: 2. Evaluate alignment of each to Buyers Journey Stages • Have a problem with Landing Page Performance • Have low conversion rate on LPs • Likely have a problem with leads • eBook • Expert Advice • Optimize • Improve (“for conversions” implies “to improve conversions”)
  • 35. Map each Content Offer: 3. Decide on 1Buyer’s Journey Stage to which this Content Offers Maps
  • 36. Map each Content Offer: 3. Decide on 1Buyers Journey Stage to which this Content Offers Maps
  • 37. Did you Map the Content Offer correctly?
  • 38. Buyer’s Journey Quick Reference Guide Hang it up at your desk!
  • 39. #INBOUND14 4 Map Entire Content Library – Content Offer Inventory
  • 41. Map entire Content Library Content Audit Worksheet (in Excel)
  • 42. #INBOUND14 5 Content Matrix & Content Analysis
  • 43. Content Matrix Analyze Entire Content Library Map & Analyze Overall Content Mix, holes opportunities, overall content alignment with market maturity
  • 44. # % # % # % Title A Title B Title C Title 1 Title 2 Title 3 OfferX Offer Y Offer Z Map & Analyze entire Content Library Map & Analyze Overall Content Mix, holes, opportunities, overall content alignment with market maturity
  • 46. OVERALL CONTENT MATRIX ANALYSIS OBSERVATION EX 1 RECOMMENDED ACTION Content offer has unclear Buyer’s Journey stage Revise content offer title and context to fit specific stage
  • 47. OVERALL CONTENT MATRIX ANALYSIS OBSERVATION EX 2 RECOMMENDED ACTION Content offer contains information aligning with multiple stages Split Content offer into 2 offers, each distinctly aligned with 1 stage only
  • 48. OVERALL CONTENT MATRIX ANALYSIS OBSERVATION EX 3 RECOMMENDED ACTION Not enough content offers Repurpose content
  • 49. Buyer Persona 1 Content Offers We Have: Content Offers We Need: Buyer Persona 2 Content Offers We Have: Content Offers We Need: Content Matrix –Persona EX 1
  • 50. Buyer Persona 1 Content Offers We Have: 5 offers 3 offers 2 offers Content Offers We Need: Buyer Persona 2 Content Offers We Have: 0 offers 0 offers 1 offer Content Offers We Need: Content Matrix –Persona EX 2 10 offers 1 offers
  • 51. Buyer Persona 1 Content Offers We Have: ? ? ? Content Offers We Need: Buyer Persona 2 Content Offers We Have: ? ? ? Content Offers We Need: Content Matrix –Persona EX 3
  • 52. Topic 1 Content Offers We Have: Content Offers We Need: Topic 2 Content Offers We Have: Content Offers We Need: Content Matrix –Topic EX 1
  • 53. Topic 1 Content Offers We Have: 12 offers 7 offers 5 offers Content Offers We Need: Topic 2 Content Offers We Have: 0 offers 0 offers 1 offers Content Offers We Need: Content Matrix –Topic EX 1
  • 54. Topic 1 Content Offers We Have: 12 offers 7 offers 5 offers Content Offers We Need: Topic 2 Content Offers We Have: Content Offers We Need: Content Matrix –Topic EX 2 ?
  • 55. #INBOUND14 6 Content Roadmap & Editorial Calendar
  • 56. What Observations did your Content Matrix Analysis Produce? Compile a list of the Logical Correlating Recommendations for each Observation
  • 57. Create What You Need… Outline Content Roadmap
  • 58. 1. Revise Titles 2. Create Landing Pages for new content found on your website 3. Split Content Offer XYZ that tries to cover multiples stages into 2 Content Offers: i.e 1 Awareness Stage PDF and 1 Consideration Stage Webcast 1. Create Awareness stage White Paper for Persona A 2. Identify and create more Decision Stage Content Offers 3. Build up library of Content Offers in all 3 Buyers Journey Stages for Topic #2 4. Repurpose Content Offers in each Buyers Journey Stage to message to Persona C where content is lacking Content Roadmap Itemize Next Steps –Separate Short & Long Term Action Items Short Term Action Items Long Term Action Items
  • 59. Content Editorial Calendar Don’t just say you’ll do it…
  • 60. #INBOUND14 7 Customizing The Buyer’s Journey for YOUR Persona
  • 61. Persona: Mortgage Mike Hello, My Name Is: Mortgage Mike
  • 62. I AM A BUYER _____________ • I am a buyer with a problem. • I am a buyer aware of a problem. • I am a buyer aware of a problem/opportunity. • I am a buyer becoming aware of my problem. • I am a buyer seeking (greater) awareness of my problem.
  • 63. I AM A BUYER _____________ • I need to improve _________________________ • I need to prevent __________________________ • I need to learn more about_________________________ • I want _____________________________ the size of my home for my family overspending and going into too much debt Upsizing my home or if I should renovate my home or buy a new home Nicer features in my home
  • 64. I AM A BUYER _____________ • I am a buyer considering solutions for my problem. • I am a buyer considering strategies to solve my problem. • I am considering my problem solving options.
  • 65. I AM A BUYER _____________ • What tools are available for ___________________ ? • What is an ___________________? • What is a ___________________? • What are my _________________________ options? Calculating a mortgage Adjustable Rate Mortgage mortgage Fixed Rate Mortgage
  • 66. I AM A BUYER _____________ • I am a buyer deciding on a specific product and vendor. • I am a buyer trying to make a decision between vendors and products.
  • 67. I AM A BUYER _____________ • I need _____________________________ • I need to _____________________________ • _________________________ Current mortgage rates Apply online now for a mortgage Bank Independent Mortgage
  • 68. Customize The Buyer’s Journey for your Buyer Persona
  • 69. #INBOUND14 8 Use your Content in your Inbound Marketing
  • 70. Use What You Have…
  • 71. Use It In Your Inbound Marketing IDEA #1 -Lead Nurturing Workflows
  • 72. Use It In Your Inbound Marketing IDEA #2 -Lead Scoring
  • 73. Use It In Your Inbound Marketing IDEA #3 –Thank You Pages
  • 74. Use It In Your Inbound Marketing IDEA #3 –Thank You Pages
  • 75. Use It In Your Inbound Marketing IDEA #4 –Smart Call-To-Action (CTA) Buttons
  • 76. Use It In Your Inbound Marketing IDEA #5 –Landing Page Copy
  • 77. Use It In Your Inbound Marketing IDEA #6 –Forms & Automation
  • 79. #INBOUND14 1 Inventory your current content, mapping each existing offer to the appropriate stage in The Buyer’s Journey –Awareness, Consideration, Decision 2 Analyze your current content to identify holes and content gaps 3 Build out your Buyer Persona’s Buyer’s Journey 4 Create your Short and Long-Term Content Roadmaps Next Steps PDF 1 PDF 2 PDF 3 PDF 4
  • 80. Find all of the resources from today’s session by going to my profile: hubspot.com/juliespatola @juliespatola JulieKukesh