Inbound Marketing Summit - Winning the Hidden Sales Cycle - Trip Kucera

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How to Win the Hidden Sales Cycle.

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  • What if you imagined the buyer’s journey as a linear path through various sources of information and influence?
  • Inbound Marketing Summit - Winning the Hidden Sales Cycle - Trip Kucera

    1. 1. Competitors Content + Community Marketer (You) Control of Message & Visibility High Marketing’s Imperative: Get Vision-Shaping Content In the Path of the Buyer Discovery Consideration Evaluation Selection Low 1
    2. 2. Percentage of Respondents, n = 75 Get Content Marketing Right: Right Alignment, Right Persona, Right Stage Leaders 75% Followers 59% 52% 50% 45% 38% 27% 25% 20% 0% Content marketing efforts are well-aligned with sales methodology Process to align marketing Process to align marketing content with marketing / content with buyer persona sales funnel stage (i.e. (i.e. content is developed content is developed with with specific persona(s) in funnel stage in mind) mind) 2
    3. 3. Best-in-Class More Effective in Search / Digital Advertising 59% Google AdWords (not including display) 55% 43% Google display network 27% Behaviorally targeted display ads (ads are shown based on browsing history, recently viewed pages, etc.) 28% 16% Contextually targeted display ads (ads are shown based on content that is being displayed on site) Best in Class All Others 27% 17% 0% 25% 50% 75% Percentage of Respondents "Effective" or "Very Effective" (4/5; 1-5 Scale), n = 130 3
    4. 4. Knowing what works leads to more of what works Best in Class Percentage of Respondents, n = 130 75% All Others 57% 48% 50% 48% 39% 36% 33% 24% 25% 17% 0% Comprehensive view of Ability to attribute organic organic and paid search and paid search to leads keywords and associated performance data Ability to track the conversion rate and revenue performance of paid search terms / PPC keywords We understand the value / ROI of each individual search term 4

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