Webinar with John Stone of Revenue Architects

1. Content Creation in the Middle of the Sales Funnel May 3, 2010

2. Using GoToWebinar This is an Interactive Webinar Please ask us questions – here’s how: “Raise your Hand” to interrupt us at any time Talk to us by typing into the questions box

3. Who are we? John C. Stone III CEO, Revenue Architects Twitter.com/jcstone3 www.RevenueArchitects.com Matthew Mamet Head of Customer, EditMe Twitter.com/msmamet www.EditMe.com

4. Traditional B2B Sales Funnel

5. Here’s what’s happening today Marketing departments have embraced persona-based, content marketing More inquiries are filling the top of the funnel, causing it to overflow Requires seven to nine exposures to an advertisement or message before the person actually acknowledges With the proliferation of content and the speed to obsolescence, it is difficult for sales/marketing teams to find the content assets that are of the greatest value, currency and relevance.

6. Content Marketing = core strategy Branding Engage SEO (Authentic) Content Conversions Traffic Sales Extension Nurture Self Sell

8. Modular

9. Authentic

10. Entertaining

11. Sharable

12. Visible

13. Accessible

14. Stylized

15. Optimized

17. A Framework for Revenue Strategy A Revenue Architecture is the blueprint for how the to attract nurture, sell and expand profitable relationships with chosen customers

18. Steps in the Process

20. Segmentation and buyer values

21. Territories and channels

22. Persuasive messaging

23. Innovative programs

25. Web presence

26. Lists marketing

27. Content

28. Inbound lead capture

29. Nurture process

30. Marketing-sales process

31. Technology and data

32. Outbound process

33. Activities, skills and competencies

35. Metrics

36. Leading indicators

37. Performance motivation

39. Client retention

41. Segmentation and buyer values

42. Territories and channels

43. Persuasive messaging

44. Innovative programs

45. Strategic alignment and resourcing

46. Team and organization

47. Web presence

48. Lists marketing

49. Content availability and access

50. Inbound lead capture

51. Nurture process

52. Marketing-sales process

53. Technology and Data

54. Outbound process

55. Activities

56. Skills and competencies

58. Metrics

59. Leading indicators

60. Performance motivation

61. Tracking

62. Service delivery

63. Client retention

65. Strategy 1: Integrated Campaigns Content for sales-enablement Integrated Marketing Campaigns Brand and Solution area Explainer Videos Enhanced web site presence Eloqua-enabled nurture program, landing page and integrated customer experience Social media engagement increase awareness and build street cred

66. Strategy 2: Sustainable Content Process Easily editable, sharable, single source content - modular for plug and play Leverage best examples and corporate standard messaging Push new updates and releases Multi-media (video, articles) with aligned messaging Easy contribution by sales and marketing teams in collaborative model Relevance engine for real time rating and access Sales Executives Marketing Ops Partners Collaborative Content Engineers Affiliates

68. More compelling messaging improves conversion rates

69. Using best assets, insights and market intelligence delivers a more targeted value proposition, improving win rate.

70. Faster development of proposals reduces sales cycle duration

71. Better preparation prior to sales interaction, and highly targeted and personalized customer deliverables improves win rate

73. Organize by Use, not departmental silos

74. Personas in action

75. Sales Enablement

76. A Sales Portal Helps Sell

77. How it all fits together

78. Getting Started with Your Sales Portal Easy to use technology that present minimal obstacles to user activation Collaborative technology like wiki, blog, micro blog, SMS Avoid complex process or taxonomies – rely on your community Information Technology departments are incented to keep existing systems running smoothly Provide value, not rules It’s a lot easier to push the rock down hill Don’t forget about user experience

79. Conclusion By building a central-sourceapproach that embraces social collaborationinto the content process, B2B companies can give marketing and sales fingertip accessto relevant content they need.

80. What is EditMe? Easiest way to create collaborative websites Use EditMe for sales portals, private intranets, online communities, classroom sites, project team sites - just about any type of web site you need.

82. Web Presence

83. Content marketing

84. Digital PR

85. Social media and sales 2.0

86. Lead-to-close process

87. Marketing automation

88. Prospect care

89. Sales and account management excellenceExpert network of sales and marketing consultants Envision and build the revenue architecture aligned with strategy Integrate sales and marketing, and deliver innovative marketing programs Skills and resources from revenue strategy and branding to the lead-to-close process, data and technology systems to drive sales.

90. Ask Us Questions! http://twitter.com/msmamet http://twitter.com/jcstone3 Next Week: Who will help me build the intranet? Getting People to Participate Register now at: http://ow.ly/1GfOM