MarketingProfs B2B Forum 2010 - Unleash the Power of Content to Engage Your Prospects. Presented by Amy Black, Michele Linn, Pam O'Neal and Stephanie Tilton.
3. It’s the End of the (B2B) World As We Know It Photo credit: zachwass2000 on flickr
4. The Disconnect…and the Implication Buyers only find relevant content 42% of the time. Source: IDG Communications The lack of relevant content as perceived by buyers is responsible for reducing the vendor's chance of closing the sale by 45% .
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6. What Does that Mean to You? Photo credit: HansKristian on flickr
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8. Content Marketing is the Secret "Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.” - Joe Pulizzi and Newt Barrett, Authors of Get Content. Get Customers.
13. Understand Your Audience Forrester: For B2B Tech Companies, Demographics Shape Adoption Base: North American and European technology decision-makers at firms with 100 or more employees 3 6 8 7 5 4 1 2 Top 5 influences, application developer Top 5 influences, enterprise architect Peers and colleagues (word of mouth) Peers and colleagues (word of mouth) Vendor, industry trade, or professional Web sites Your direct vendor salesperson Technology or business publications, magazines Consultants, value-added resellers, or systems integrators Consultants, value-added resellers, systems integrators Vendor, industry trade, or professional Web sites Your direct vendor sales person Technology or business publications, magazines
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15. "a short biography of the typical customer, not just a job description but a person description.” Develop Buyer Personas “ The buyer persona profile gives you a chance to truly empathize with target buyers , to step out of your role as someone who wants to promote a product and see, through your buyers' eyes, the circumstances that drive their decision process.” 3 6 8 7 5 4 1 2
16. Bring Your Prospects to Life 3 6 8 7 5 4 1 2 CIO Joe, CIO Transformational Leader
20. Understand Content Preferences Source: Aberdeen 3 6 8 7 5 4 1 2 Source: TechTarget 2009 Media Consumption Report: Mindset of the IT Pro During the Recession
23. “ We tend to think of intimacy as being personal—something for the salespeople. But we can do it by reliably delivering valuable content. Magazines have been doing it for years. Consistency, relevance, and quality create a very intimate relationship with readers.” - Chris Koch, ITSMA Think Like a Publisher 3 6 8 7 5 4 1 2
26. Craft Valuable, Relevant Content 3 6 8 7 5 4 1 2 Variables Considerations Target buyer Who is this for? Stage in buying cycle Where are they in the cycle? Topic What are the buyer’s concerns? Key message How can we address these concerns? Content source Who can provide information – employees, partners, customers, analysts? Call to action What do we want the prospect to do next? Remarkable traits What will make this worth sharing?
43. Seek to be Found - SEO Content Aggregation Content Distribution “ Forget about your home page. Google is the new home page.”
44. Spread the Word Use Case Targeted Sales Presentations Membership in BreakingPont Group and Other Key Groups Monthly Webcast Promotions Key Messages and Thought Leadership Content