How blogs and content can go far beyond marketing alone by directly supporting B2B sales teams

1. How content can achieve so much more than just marketing…
Mark Hillary – Carnaby - @markhillary
Supporting The Sales Team With Content

2. Mark Hillary
• Analyst / writer / journalist /
blogger / ghostwriter
• 16 books on tech, work, CX, and
globalization – biz use of tech
• London 2012 Olympic blogger
• First ever UK government blogger
• Advised UN and several
governments on tech policy
• From London, based in São Paulo
• Background in IT management,
working with suppliers etc…

3. Quick Overview
Blogs?
Isn’t is just
something “nice to
have” but not
essential? Isn’t this
just marketing?
Thomas Hawk: https://flic.kr/p/fxhGt5

4. Why Content For B2B?
Content is critical for
B2B sales today…
check this Harvard
Business Review
research
http://bit.ly/HBRB2B
Anders: https://flic.kr/p/5p2od7

5. They All Check LinkedIn
82% of B2B buyers are
influenced by what
appears when they
put your name into
Google and/or
LinkedIn – 82%!
Thomas Hawk: https://flic.kr/p/ug7yP1

6. But I’m Too Busy To Blog!
But what if you
have no time
or just no
expertise in
blogging?
Trisha: Fawver: https://flic.kr/p/oMafdN

7. Time For A Ghost
Outsource to a
professional ghost-
writer to create the
content that will
make you look great
when prospects
search for your name
before a meeting! A
ghost-blogger!
Marc Dalmulder: https://flic.kr/p/pYcJ3P

8. How Does It Work?
You brief me:
What your areas of focus are…
Who the main influencers are…
Which analysts you follow…
Which journals have relevant
news…
I’ll never publish without checking
with you first!
Angelo Domini: https://flic.kr/p/rp9dWx

9. What Do You Get?
1. Regular blogs commenting on your
business area
2. Social media support to promote
your blogs
3. You can look like a smart thought
leader in your field
4. I can manage the entire process of
writing and getting the content
online – you just need to check and
give me a green light
What I Deliver To You
Mark Hillary: https://flic.kr/p/Jomvo4

10. Special Missions
Before visiting a prospect
with a specific business
proposal, create content
related to that idea for
your LinkedIn, corporate
blog, relevant trade
journals… we can get
your name out there!
Chellseeyy: https://flic.kr/p/8cdRv3

11. Special Missions
For example, if you are
meeting a company with an
interest in nearshore CX…
we can ensure your
LinkedIn, and a trade
journal, features several
blogs talking about the
future of nearshore CX
before your meeting takes
placeJohn Watson https://flic.kr/p/7972f6
First impressions!

12. Overview
Content is not just about
brand awareness and
marketing…
Your prospects are checking
on you before meetings,
make sure your LinkedIn
and Google results look
great!
Dara Or: https://flic.kr/p/okgMbA

13. mail@markhillary.com
@markhillary
www.markhillary.com
Thank you