Heb je contentmarketing al redelijk onder de knie? Dan wordt het tijd om jouw strategie naar het volgende niveau te tillen. Hoe? Breng de buyer journey in kaart, maak gebruik van content mapping, nurture jouw leads en stroomlijn marketing en sales binnen jouw organisatie. In deze presentatie hebben we het over: - Hoe je het koopproces van jouw koper in kaart brengt en waarom je dit wilt weten - Hoe je gebruik maakt van content mapping - Hoe je leads nurtured over een langere periode - Welke tools je als marketeer tot je beschikking hebt - Wat dit allemaal betekent voor jouw organisatie

1. Content Marketing
The next level
Presented by:
Yvette Gietelink
Senior Project Manager
@yvettegietelink
yvette@spotonvision.com
Your Host:
Ingrid Archer
Managing Partner
@ingridarcher
ingrid@spotonvision.com
2nd September 2014

2. @spotonvision
#b2bnl
spotONvision B2B Marketing agency
The Buyer Content Marketing
Lead Management Marketing Automation
Our services

3. Sign up for multiple masterclasses and receive a 20% discount!
@spotonvision
#b2bnl
Upcoming events
spotONvision masterclasses
24 September: Content marketing the next level
9 October: Starting with marketing automation
20 November: Buyer personas: insights in the B2B buyer
Mark in your agenda:
B2B Marketing at the speed of light
6 November 2014
Eindhoven

4. @spotonvision
#b2bnl
Questions?
GoToWebinar:
“Chat” or “Ask a question”
or
Twitter hashtag #b2bnl
Twitter: @spotonvision

5. Agenda
①Content marketing
②Buyer persona - content consumption during the buyer journey
③Content mapping to create engagement - how to develop content
@spotonvision
#b2bnl
which is highly buyer focused
④Create the dialogue by one-to-one nurturing - automated campaigns
driven by buyer pull
⑤Channels: Mixing inbound and outbound
⑥Develop the right metrics to measure your success

6. @spotonvision
#b2bnl

7. Why do we need to take content marketing seriously?
@spotonvision
#b2bnl

Become thought leader

Increase inbound requests

Generate and nurture quality leads

Improve database

Increase brand awareness

Improve search engine performance

Engage and motivate sales

Help the community!

8. @spotonvision
#b2bnl

9. @spotonvision
#b2bnl
“The problem is getting the
right content to the right
people”…”Producing smart,
highly targeted and truly
innovative content can be
really challenging.”
The challenge

10. @spotonvision
#b2bnl
10
principles
Be relevant to your readers
It’s not about you!
Choose a content category and stick to it
Be trustworthy provide supporting data
Involve your customers, partners and others
Optimize your content
Show your knowledge & expertise
Offer valuable content to your audience. Not self
promotional
Relevant to your company
Be unique

11. Buyer persona
①Content marketing
②Buyer persona - content consumption during the buyer journey
③Content mapping to create engagement - how to develop content
@spotonvision
#b2bnl
which is highly buyer focused,
④Create the dialogue by one-to-one nurturing - automated campaigns
driven by buyer pull
⑤Channels: Mixing inbound and outbound
⑥Develop the right metrics to measure your success

12. @spotonvision
#b2bnl
Poll:
Ben je van plan om in de toekomst
buyer persona’s te gebruiken?

13. @spotonvision
#b2bnl
Buyer persona

14. @spotonvision
#b2bnl
Results of using Buyer Personas

Change misconceptions about buyer segments

Effective marketing messages and programs

Better engagement

Insight in how to nurture your buyer

Better marketing ROI

15. Increase conversion rates by sending the right
message at the right time to the right persona
@spotonvision
#b2bnl
Communication Effectiveness
Right-Time
Right-Message
True Personalization
One to One
Behavior-Driven
Segment
Customer-Driven
Batch and Blast
Product-Driven
Best-in-class lead scoring
programs increase pipeline
thickness by 27% v. the
average of 12%.
v Eloqua Best Practices: The Revenue Lifecycle™
“Campaigns that target
based on Website user click-stream
data outperform
untargeted broadcast
campaigns by nearly 4 to 1.”
Forrester Research
“Segmented lists yielded
an 11.7% CTR v. un-segmented
lists of same
size yielding only a 0.6%
CTR.
Marketing Sherpa
Aberdeen Group

16. @spotonvision
#b2bnl

17. @spotonvision
#b2bnl

18. Content Mapping
①Content marketing
②Buyer persona - content consumption during the buyer journey
③Content mapping to create engagement - how to develop content
@spotonvision
#b2bnl
which is highly buyer focused
④Create the dialogue by one-to-one nurturing - automated campaigns
driven by buyer pull
⑤Channels: Mixing inbound and outbound
⑥Develop the right metrics to measure your success

19. @spotonvision
#b2bnl

20. @spotonvision
#b2bnl
Buyer
Persona A
Stages Question
from buyer
Suitable Content
awareness trigger 1. Article/Blog
2. Video
3. Paid media
research 1. Webinar
2. Email news
consideration assess 1. Whitepaper
2. eBook
3. Master Class
4. Round Table
negotiate 1. ROI
calculator/Quic
k scan
2. Demo
3. Testimonial
decision purchase 1. Face-to-face
event
Figure out what
content triggers
Content mapping

21. @spotonvision
#b2bnl
Content creation criteria
After the mapping, before you create your calendar, please
check:
 Is it really relevant to your buyer?
 Is it unique?
 Does it add value?
 Does it make sense for you to produce? Is it in your domain?
 Can you actually create it easily?

22. Dialogue
①Content marketing
②Buyer persona - content consumption during the buyer journey
③Content mapping to create engagement - how to develop content
@spotonvision
#b2bnl
which is highly buyer focused
④Create the dialogue by one-to-one nurturing - automated campaigns
driven by buyer pull
⑤Channels: Mixing inbound and outbound
⑥Develop the right metrics to measure your success

23. @spotonvision
#b2bnl

24. Channels
①Content marketing
②Buyer persona - content consumption during the buyer journey
③Content mapping to create engagement - how to develop content
@spotonvision
#b2bnl
which is highly buyer focused
④Create the dialogue by one-to-one nurturing - automated campaigns
driven by buyer pull
⑤Channels: Mixing inbound and outbound
⑥Develop the right metrics to measure your success

25. @spotonvision
#b2bnl

26. Metrics
①Content marketing
②Buyer persona - content consumption during the buyer journey
③Content mapping to create engagement - how to develop content
@spotonvision
#b2bnl
which is highly buyer focused
④Create the dialogue by one-to-one nurturing - automated campaigns
driven by buyer pull
⑤Channels: Mixing inbound and outbound
⑥Develop the right metrics to measure your success

27. @spotonvision
#b2bnl

Metrics for success
Volume: Inquiries, Marketing qualified leads

Conversion rates

Cost per lead (outbound vs. inbound)

28. @spotonvision
#b2bnl
3 things to remember

Lead Nurturing relates to the buying cycle and focuses on what
the buyer needs

Your goal is to build relationships and profile information with
suspects

Make sure you have valuable content to deliver!

29. @spotonvision
#b2bnl
Want to know more?
Take your Content Marketing to the next level with our new eBook:
“Contentmarketing voor gevorderden”
Price: €20,-
Contact us to receive your copy

30. @spotonvision
#b2bnl
Q&A
spotONvision masterclasses
Wednesday 24 September: Content marketing the next level
Thursday 9 October: Starting with marketing automation
Thursday 20 November: Buyer personas: insights in the B2B buyer
Sign up for multiple masterclasses and receive a 20% discount!

31. @spotonvision
#b2bnl
Want to know more? Or need help?
www.spotonvision.com
@spotONvision
@b2bmktforum
LinkedIn groups:
B2B Marketing Forum &
Passion for B2B Marketing
http://www.youtube.com/user/spotONvision