External inspirational speaker at Telepo Customer Event 2014 : The way B2B companies buy has changed. 90 % of the businesses between companies start online and the customers want to do more of the pre-sale work themeselves. This means that we as B2B marketers need to step in and take a greater business responsibility by guiding our potential customers through their buyer journey Our tool is Content Marketing. Susanne Hägvall points out the importance of a having a plan for your work and shares 7 steps for a content marketing strategy that helps your customers buy.

1. Content Marketing B2B
– Win New Customers by Helping them Buy
Susanne Hägvall
www.hagvallsjoman.se

2. Five truths about B2B

3. Starts with a problem
ImagecourtesyofSuraNualpradidatFreeDigitalPhotos.net

4. Complex, costly, customized solutions

5. Group decisions

6. Buying
decision
Realizing
need
for change
Decision to
change
Identifying
solutions /
vendors
Selection
solutions /
vendors
Longer decision process

7. Rational decisions...

8. WARNING! Very strong currents!

9. 90%

10. Sales60%
Buying cycle
Individual collection of informationMarketing communication
Buying
decision
Realizing
need
for change
Decision to
change
Identifying
solutions /
vendors
Selection
solutions /
vendors

11. Content Marketing
To help our potential customers through
their buying cycle by offering packaged
knowledge – ”content” – of value to them,
with the goal to win their interest, trust
and in the end their business.

12. 93%
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

13. 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
4/10

14. 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
B2B 66% B2B 11%

15. 1. Understand your customer

16. Persona
A detailed description of a fictional person who
buys your products and services.
Add a personal dimension to abstract descriptions
of your market and target audience, the key to
creating relevant content.

17. PRIORITY
INITIATIVES
SUCCESS FACTORS
BARRIERS
BUYER’S JOURNEY
DECISION CRITERIA
PROFILE
Persona
criteria

20. 2. Define a theme

21. Depth
Relevance Value
What is relevant
to our customers?
What has a value for
us to communicate?
Is there enough to be
said on the subject?
The common theme

22. Customer challenge
The healthcare sector struggles with balancing maximum safety for the
patients and a flexible, user-friendly working environment for their staff
as a foundation for good healthcare.
Solution
SecMaker helps the healthcare sector to address the challenges by
offering simple and secure log-in to the IT-environment with smart
cards.
SecMaker theme

23. Build your story

24. ImagecourtesyofOhmega1982atFreeDigitalPhoto.net
Starts with a problem

25. Our IT security solution is based on the
security standard PKI and PKCS #11.
It makes it easy to integrate in all types of
applications and IT-environments.
You avoid customized development, save
cost and can get started almost immediately.
I am deeply concerned about the
current debate regarding lack of
good patient security at our hospital
but I don’t really know what to do
about it. Our employees are already
very stressed out as it is...
THE MEDICAL DIRECTORTHE PRODUCT MARKETER

26. • Filmanalogi:
– Synopsis för hela filmen
– Olika avsnitt
– Olika scener
• Regissören
Malin

27. Follow the buying process
Educational, reflective
content, confirming the
need for change
Solution and product
oriented content,
confirming us as the
strongest alternative
Inspirational, educational
content, introducing
solutions and opportunities
Final
decision
Realize need
for change
Decision to
change
Identify
solutions /
vendors
Selection
solutions /
vendors

29. Picture: Flickr, M Car, CC BY-ND 2.0
Content audit

30. Content audit
Realizing need
for change
Decision to
change
Identify
solutions/
vendors
Selection
solutions /
vendors
Final
decision
Persona 1.
Persona 2.
Persona 3.
Educational, reflective
content, confirming the
need for change
Solution- and product-oriented
content, confirming us as the
strongest alternative
Inspirational, educational
content, introducing
solutions and opportunities

31. Find inspiration

32. How to find inspiration
• Involve the internal experts
• Follow the market trends
• Tune in to the industry buzz
• Check out your competition
• Do a market survey
• Involve your partners
• Inteview your customers
• Talk to your customers’ customers

33. Package your story
BackgroundOfManyColorfulGlassBottles"bySiraAnamwong

34. 2014 B2B Content Marketing Trends - North America, Content Marketing Insitute
How to package a story

36. Picture: Flickr, lydia_shiningbrightly, CC BY 2.0

37. • Adapt the story to different personas
• Different parts of the story meets different
needs during the buying cycle
• Repeat your story without repeating youself
• Extend the life-time of your content
• Increase the reach of your content
Why recycling?

38. Shortbread. So clever! One dough can be the basis
for many different kinds of cookies.

40. Share your content

41. Blog
Newsletter
Social mediaPress room
Ads,
banners,
PPC
Lead
nurturing
Personal
email
Events &
meetings
Company
website
Content hub: the company website

42. Measure and evaluate

43. 7.
Measure and
evaluate
Content Marketing in 7 steps
4.
Content audit
3.
Build your story
5.
Package content
6.
Share content
1.
Understand buyers
and process
2.
Select theme

44. Susanne Hägvall
susanne@hagvallsjoman.se
linkedin.com/in/susannehagvall
@SusHag
www.hagvallsjoman.se/blog