Straight from Content2Conversion 2015, this presentation showcases a real-life case study on speeding up the buyers journey with an epic content plan. To view the video of this presentation, please visit: http://demandxmarketing.com/2015/03/epic-content-plan

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Speed up the Buyers Journey
with an Epic Content Plan
Sarah Shelnut
Demand Generation Manager, NanoLumens

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About Me

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About Me

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Speed up the Buyers Journey
…with an EPIC content plan

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Prioritize, Organize, Analyze

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• Who is your Audience?
• How do they consume
content?
• What is the message that
you want to
communicate?

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What is a
Persona?

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NanoLumens Personas
Reseller End User Influencer

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NanoLumens Personas
Re-Seller
• Elevate
Conversations
• Higher Level of
Offering
• Make More
Money/Win More
Deals
End User
• Brand/Buzz
• Experience
• Customer
Engagement
• ROI
Influencer
• Inspiration Brought
to Life
• Design Specific
• “YOUR” Vision

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The Message Varies By Viewer

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Prioritize: What is the Message?
Re-Seller
• Elevate
Conversations
• Higher Level of
Offering
• Make More
Money/Win More
Deals
End User
• Brand/Buzz
• Experience
• Customer
Engagement
• ROI
Influencer
• Inspiration Brought
to Life
• Design Specific
• “YOUR” Vision
The Message:
We Can Help You
Win Deals $$
The Message:
We Can Help You
Engage Customers
The Message:
We Can Help You
with Design Integrity

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How do
“They”
Consume
Content?
Blog
Email
Webinar
Social
Media
VideoPodcast
Print
Mobile
App
Info-
Graphic

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Prioritize: Sirius Demand Gen Waterfall

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Stage 1 – Potential
Opportunity
Stage 2 –
Sales
Qualified/Discovery
Stage 3 – Strategy
Development
Stage 4 – Strategy
Execution
Stage 5 - Crucible
Stage 6 –
Negotiations/Legal
Organize: How Are Leads Moving?

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What ?’s Are Asked Along the Journey

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Stage 1 –
Do I Need This?
Stage 2 –
What are the
options?
Stage 3 –
Do I want LED?
Stage 4 –
What’s this going
to cost?
Stage 5 –
What are the
risks?
Stage 6 –
What do I need to
redline in T’s&C’s?
Organize: What are the Questions?

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Organize: Time for a Content Audit

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NanoLumens Content Audit

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Organize: Repurpose

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Organize: Don’t Be Afraid to Ask for Help

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Organize: Visual Map of Buyers Journey

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Organize: Visual Map of Buyers Journey
Awareness of
Need/Want
Exploring and
Grasping
Options
Committing
resources to
explore LED
Evaluates
alternative
solutions
All options in
play here
Email 1:
Webinars
Email 2:
Brochure
Email 3:
Nixel Specs
Email 4:
Tech Video
Email 1:
InfoGraphic
Email 2:
IX Ctr CS
Email 3:
Install Map
Email 1:
Boise CS
Email 2:
Hero Page
Email 1:
Come See Us
Email 1:
Warranty
Email 2:
Testimonial
Email 3:
Customer
Advocate
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5

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Deploy!
Email Marketing 101:
• No Batch and Blasts!
• Use Heavily Filtered Lists
• One CTA / Email
• Use Demographic and
Behavioral Lead Scoring to
Segment
• Speak Their Language

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Analyze: Tweak Running Campaigns

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Analyze: Metrics That Matter for Marketers
• Web Traffic /
Sources
• Email Open / CTR’s
• # of Blog /
Newsletter
Subscribers

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Analyze: Metrics That Matter for Sales
• # of Opportunities
Created
• # of Opportunities
Closed/Won
• Time in Sales Cycle

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What did NanoLumens Learn?
Awareness of
Need/Want
& Brand
Exploring &
Grasping
NanoLumens
Creating
Advocacy &
Repeat $$$
• Focus on
Buzz &
Brand
• HTML
Format
for Email
• Tokens /
Personal
• Focus on
Product
• Alleviate
Risk
• Have an
In-House
Advocacy
Manager
for your
buyers
TOFU Oppty Spec Customer

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How Fast Did NL Go?

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The End.