A posit on how valuing a prospects time, will become as important as delivering quality Content.

1. WHAT COMES AFTER
CONTENT MARKETING
Redefining the Prospecting Process With $
SLIDESHARE (SEPTEMBER 2014)
buiitime.com

2. Cold calling…
…blast emailing

3. And even old fashioned entertaining!...
Cartoon, or image of someone at dinner.
Yes, people
still do this.

4. …has given way to a more complex (and jumbled)
web of Marketing Technology...
Email
Marketing
Aggregation
CRM
Ads
Chatting SEO
Chatting
Data Lists
Collaborating
Landing
Pages
Customer
Surveys
Adding in the provider
names would make for
a seemingly endless
number of
MarketingTech
configurations.
Loyalty
Cloud
Referrals
Blogging
Loyalty
Social
Media
Analytics
ETC...
PR
Mobile Games
Webinars
Content
Development
Automation

5. Reserved For Content
…where RELEVANT Content delivery is front and
center.

6. The CMO…
…or CMT
That’s Chief Marketing
Technologist, if you
have one.

7. …or if you’re a small business owner…
YOU

8. …is faced with the daunting task of
1. researching (sorting through many providers)
2. acquiring (negotiating with many providers)
3. staffing for (avoiding the weak link)
4. deploying (getting everything to work together)
5. and optimizing this
Email
Marke ng
Aggrega on
Cha ng SEO
… into some semblance of this…
MarketingTech
Tool 1
MarketingTech
Tool 2
MarketingTech
Tool 3
MarketingTech
MarketingTech
Tool 4
Tool …
Content
Circles are great for showing
how harmonious things can
be, if only they were!
CRM
Ads
Cha ng
Data Lists
Collabora ng
Landing
Pages
Customer
Surveys
Loyalty
Cloud
Referrals
Blogging
Loyalty
Social
Media
Analy cs
ETC...
PR
Mobile Games
Webinars
Content
Development
Automa on

9. …to Deliver this…
…to him.
PROSPECT
CONTENT

10. Overwhelming,
isn’t it?

11. OK, Let’s Start
From The
Beginning!

12. The Main Goal of
Creating and Delivering Content,
by whatever means, …
Old School New School
MarketingTech
Tool 1
Content
MarketingTech
Tool 2
MarketingTech
Tool 3
MarketingTech
MarketingTech
Tool 4
Tool …

13. … is to engage a prospect in a
MEANINGFUL DISCUSSION about your
product/service offering, whether it’s…
There are other
reasons to deliver
content; building
brand awareness,
SEO, engagement,
reduce acquisition
cost, …
On-line
At an event
In-Person On the phone…

14. …which
hopefully
leads to a
SALE!
…but none of that matters unless you
sell something! That’s why “driving
sales” is the top reason for developing
content!

15. But it seems these days with the
abundance of MarketingTech to choose
from, there is a lot of jumping through …

16. Or burning through….

17. …to see what works!

18. SO WHAT’S NEXT?

19. TRY
Dollars!

20. What?
This is where it gets a little wordy.

21. Every time a prospect meets with a
salesperson, the prospect could have
done something else with their time.
In Econ 101, that’s referred to as an
OPPORTUNITY COST.

22. What’s the potential opportunity cost
for a prospect?
Find out, ask them, research it.

23. THEN OFFSET IT, and BUY THERE
TIME!
What better way to meet with a
prospect than to Value Their Time!

24. Don’t take it the wrong way!
Content has it’s place.
But the simple fact is in a competitive
market, where everyone is investing in,
creating and delivering quality Content,
Content is not hard to find.

25. So how do $ make their way into
today’s MarketingTech web?
$
$
$
$
$

26. For a business with an established
MarketingTech program, $ can be part of it.
MarketingTech
Tool 1
$ Paid To
A Prospect
MarketingTech
Tool 3
MarketingTech
Tool 4
MarketingTech
Tool …
Content Prospect Engagement
- Meeting
- Call
- Webinar
- Conference attendance
- Etc

27. Or $ can start it.
Prospect Engagement
A streamlined way to prospect,
where you know your
marketing spend. Simple, and
effective for a small business!
The content delivered is your
solution. Think about it!
CRM $ Paid To
A
Prospect

28. Or $ can redefine it!
Content
Prospect
Engagement
MarketingTech
Tool 1
MarketingTech
Tool 2
MarketingTech
Tool 3
MarketingTech
Tool 4
MarketingTech
Tool …
Hey! It’s no longer about
prospecting for meetings via
Content. It’s about Branding,
Advertising, Promoting…
Go Direct.
$ Paid To
A
Prospect

29. So it’s not a
vs.
$ Content
match,
but a “What comes next one?”

30. And given that $
- can be directly valued (unlike Content)
- can distintermediate the main purpose of
Content
- and is a lot easier to figure out…
What’s the “true cost of content”,
and how does that translate into
a Meaningful discussion with a
prospect, and then into a sale? I
bet you have to estimate, or give
a range for this value.
If they had to choose, would a
client take your content, or the $
you paid to develop and
distribute the content? When
it’s meeting time, the truth is,
they want to know about your
solution, not a value add piece!
Skip the content, and pay the
prospect. WIN – WIN!
No expensive web of
MarketingTech to figure
out, in hopes to making it
work. $ Work!!!!

31. $
Reserved For Content
…we believe $ will find a seat close to Content,
near the front row.

32. BuiiTime (Buy + Time) – Where time really is $
A few of our favorite quotes
* BuiiTime is a registered trademark of BuiiTime LLC
“The key is in not spending time, but in
investing it."
- Stephen R. Covey
“Time is the coin of your life... Be careful lest
you let other people spend it for you.”
- Carl Sandburg
"Time is really the only capital that any human
being has, and the only thing he can’t afford to
lose.”
- Thomas Edison
“Remember, time is money.”
- Benjamin Franklin