The sales and marketing model is changing and the way people find information is vastly different from how it used to be. Learn how the traditional outbound marketing channels are losing effectiveness and how your go-to-market strategy must evolve.

1. Why Content Marketing?

2. Decision-Making is Changing
No more feature-checking, no longer a linear path
Forbes Article

3. Sales & Marketing Model is Changing
Prospects are more savvy about doing research and getting information
*No, we’re just suggesting you STOP what you’re doing. Just start evolving.

4. The Way People Find Information is Changing
B2B and B2C buyers take diverse paths
93% of B2B buyers begin their buying process
using Internet search.” Source: Marketo

5. Traditional Outbound Marketing Channels are
Losing Effectiveness
Interrupting vs. Attracting
PUSH PULL

6. Go-to-Market Strategies Must Evolve
Responding to: Clients, Competition, Stakeholders, Staff, Operating/Profit
Football
Revenue
Generatio
n
Running
Bigger & Faster
Forward
Pass
Balance
West Coast Offense
Complexity
Model
Spread Offense
Versatility
Geography
Seeing the
People
Seeing the
Right People
Needs/Checklist
Following the $
Wants/Solutions
Connection

7. You Must Authentically Connect
With buyers and with the search engines…because you can’t fool either one!
What did a buyer hear from your sales person?
What do they read on your website?
What do they see on your blog?
What do they see posted on your social media pages?
What do they experience with your products and services?
ALL of these things work together to help you connect

8. The Answer is Content Marketing
Think of yourselves as publishers…like a magazine…
The practice of creating and sharing impactful information in
order to “connect”
You are communicating how you are aligned with their
important “business & *political” issues
*(Not government politics, office and decision-making politics)
Content Marketing helps tell your brand story & increase your
exposure in search engines.

10. Moving from Stranger to Connection and
“Existence” in Search Engines
Different pieces of content, delivered in different formats increase brand
Light Connection
Heavy Connection
visibility
eBook/eGuide/White paper
eNewsletter subscribers
Blog followers
LinkedIn connections
LinkedIn group members
Twitter followers
ENGAGING on social media
(likes, comments, replies, shares)
Interacted with you
1-on-1 via phone/email

11. Moving from Connection to Decision
The sales team needs tools to move people to the “Now I Get It” level
I Don’t Get It
Now I Get It.
Connection with a sales person
1-page overview
Case Studies
Proposal
Contract
We Want to Move Forward

13. You’re Building a Flywheel
Once it starts, it’s very hard to slow down

14. The Lamp, Lifeboat & Ladder
We are “Authenticity Navigators”
There must be a strategy, and it must be project managed