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.

1. UNLEASH THE POWER OF CONTENT TO ENGAGE YOUR PROSPECTS May 5, 2010

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% .

6. What Does that Mean to You? Photo credit: HansKristian on flickr

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.

10. Google Alerts 3 6 8 7 5 4 1 2

11. Twitter 3 6 8 7 5 4 1 2

12. Google Blog Search 3 6 8 7 5 4 1 2

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

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

17. Sample Persona 3 6 8 7 5 4 1 2

18. Map to the Buying Process 3 6 8 7 5 4 1 2

19. Understand Content Preferences 3 6 8 7 5 4 1 2

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

21. Map to the Buying Cycle 3 6 8 7 5 4 1 2

22. Map Content 3 6 8 7 5 4 1 2

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

24. Create an Editorial Calendar 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?

27. Example: Competitive Comparisons 3 6 8 7 5 4 1 2

28. Example: Shake Up Your Case Studies 3 6 8 7 5 4 1 2

29. Extract Maximum Value from Every Asset 3 6 8 7 5 4 1 2

31. Make Content Easy to Find, Access, and Share 3 6 8 7 5 4 1 2

32. Make Content Easy to Find 3 6 8 7 5 4 1 2

33. Make Content Easy to Access 3 6 8 7 5 4 1 2

34. Source: Ecollo Media 2009 B2B Technology Collateral Survey Report 3 6 8 7 5 4 1 2 Make Content Easy to Share

35. Make Content Easy to Share 3 6 8 7 5 4 1 2

36. Measure the Impact Photo credit: Tyrone Shum on flickr 3 6 8 7 5 4 1 2

38. “ Do not interrupt what people are interested in; be what people are interested in.” Jeff Lanctot Avenue A | razorfish

39. Becoming Interesting

40. Developing Buyer Personae

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

45. Integrate with Drip Marketing . . . .

46. Measure and Optimize Results LAUNCH PHASE LEADERSHIP PHASE Return Visitor Growth Sustained Growth in Inbound Leads Content Testing *

48. A Little Background 1997 2007 2009

49. Cha-cha-cha-changes

51. Kadient’s Content Library – A Sampling

58. Staying Connected Michele Linn, B2B Content Strategist, Linn Communications Connect: www.linkedin.com/in/michelelinn Follow: @MicheleLinn Contact: [email_address] Stephanie Tilton, Content Marketing Consultant, Ten Ton Marketing Connect: www.linkedin.com/in/tentonmarketing Follow: @StephanieTilton Contact: [email_address] Pam O’Neal, Vice President of Marketing, BreakingPoint Connect: www.linkedin.com/in/breakingpoint Follow: @poneal Contact: [email_address] Amy Black, Senior Marketing Communications Manager, Kadient Connect: http://www.linkedin.com/in/amyjblack Follow: @amyblack Contact: [email_address]