Prospects are more informed before the point of purchase than in any other point in history. Forrester reports that potential buyers are now 70% to 90% of the way through the sales process when they finally connect to a salesperson. What’s more: potential customers reward businesses who provide them with honest and helpful content. Do you have content ready for the entire path? Just how do you go about winning with content marketing?
In this session you will learn:
How to move your prospect from awareness to consideration to decision
The best types of content to create for people AND search engines
How you can help produce the right content -- even if you think your business is boring!
How to generate 100’s of content ideas
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How Sales Can Help Generate More Leads Than Ever Before - Quinn Whissen, Vertical Measures
1. KEYNOTE
Quinn Whissen@QuinnTempest | QuinnT@verticalmeasures.com
DIRECTOR OF MARKETING,
VERTICAL MEASURES
LOS ANGELES, CA ~ JUNE 14 – 15, 2017 | SALESSUMMITWEST.COM
#SalesSummitWest
How Sales Can Help Generate
More Leads Than Ever Before
4. @QuinnTempest
#SalesSummitWest
Who Controls the Sales Cycle?
“Today’s buyers control their
journey through the buying
cycle much more than today’s
vendors control the selling
cycle …
…marketers must take
responsibility for engaging with
the customer through more of the
buying journey.”
- Lori Wizdo, VP, Principal Analyst at Forrester Research
7. @QuinnTempest
#SalesSummitWest
93% of all consumers
use search prior to
making a purchase
93%
90%+ of buyers click on
organic links vs. the
sponsored ads
90%
86% of searchers
conduct non-branded
queries
86%86%
How Important is Search?
Source: GroupM
9. @QuinnTempest
#SalesSummitWest
Awareness
What is your audience
potential and what brand
benefits should they know
about?
Tools
• Social
• Display
• Digital PR
• Influencer
Content Role
• Create Emotional Connections
• Build Awareness that the Service Exists
• Use top-of-funnel to attract new users
• Create content users are searching for
Success Metrics
• Traffic
• Click Through Rate
• Engagement
• Bounce Rate
Consideration
What is your
potential
audience
researching and
how do we best
answer their
questions?
• Social
• Display
• Paid Search
• Lead Nurture
• Intercept Questions with Answers
• Emphasize Key Benefits of Service
• Solve their problems
• Comparison content
• Demonstrate Ease of Use and Quality
• Click Through Rate
• Engagement
• Bounce Rate
• Micro-Conversion Events
Tools Content Role Success Metrics
Decision
How can you move
the prospect to
making the
decision?
Tools
• Social
• Display
• Retargeting
• Paid Search
• Lead
Nurture
Content Role
• Build Confidence
• Create Urgency
• Pricing content
• Deliver Promotional Benefits
• Guide Through Purchase Process
Success Metrics
• Click Through Rate
• Transaction Rate
• ROI
• Conversions
Action
$$$$$
The Buyer’s Journey
12. @QuinnTempest
#SalesSummitWest
Persona: Homeowner, 30s, prefers shorter & more visual content
Goal: Save money and “go green”
Buyer's Journey: Content Gaps
How to Lower
Your Utility Bill
Top 7 Reasons Going Solar
Pays Off Long-Term
— CONTENT GAP — Why
SolarCity's
Solar Panels
Last 50%
Longer
14. @QuinnTempest
#SalesSummitWestGoogle’s Answer Box
“When we recognize that a query asks a question, we programmatically detect pages that
answer the user's question, and display a snippet as a featured snippet in the search results.” - Google
29. @QuinnTempest
#SalesSummitWestAbout Your Presenter...
● Director or Marketing at Vertical Measures, a 50
person PPC, SEO & Content Marketing agency in
Phoenix, AZ
● quinnt@verticalmeasures.com
● Sample of our 40+ clients:
30. Thank you!
#DSP15
Tweet: Hey #SalesSummitWestWest
@VerticalMeasure’s Complete
Content Marketing book is FREE at
http://vert.ms/cmworks