B2B content that drives conversions - Pardot Connections 2013 Presentation A B2B marketing clinic on how to develop marketing content that drives conversions.

1. B2B content that
drives conversions
Nolin LeChasseur, Brainrider
Download these slides: brainrider.com/b2b_cheatsheets

2. • Why content isn’t converting as well as you need it to
• The 5 keys to creating content that converts
• How content can influence B2B buyer decision-making
• Which content approaches work best for:
o Converting visitors to prospects
o Converting prospects to engaged leads
o Qualifying engaged leads as sales-ready
• How to develop & test content ideas in a scalable, efficient way
What you’ll learn in the next 25 min

3. Content is difficult and expensive.

4. …and doesn’t deliver enough value.

5. The buyer
is in control.

6. Buyers need useful content to make
a sound buying decision.
What’s my
problem?
How do I fix
my problem?
Are you
right for me?

7. 5 truths of better content
1. Customer-focused
2. Demonstrates subject
matter expertise
3. Aligned with programs
4. Easy to publish & share
5. Measurable performance

8. It’s not
about
you.

9. Customers want content that
helps them solve problems…
Übersuggest

10. … aligned to their buying decision.
If your
customer
is asking:
What’s my
problem?
How do I fix
my problem?
Are you
right for me?
They
want:
Education &
Benchmarks
Solution Options &
Product Suitability
Proof Points &
Decision Support
What to
share
with
them:
• Trends
• Benchmarks
• Analyst coverage
• 101 Education
• How to guides
• How other people
are solving this
• What is the solution &
how does it work
• Solution comparisons
• Pitfall analysis
• Readiness & suitability
assessments
• How to choose a vendor
• Pricing
• Bench strength
demonstration
• Case studies
• ROI/TCO
• Working with us
• How to buy

11. 5 keys
to creating
content
that
converts
1. Identify, plan, and organize
by customer needs & pains
2. Leverage your company’s
subject-matter expertise
3. Target buyer intent search
keywords and phrases
4. Describe your content
using customer language
5. Test & learn with light
tactics, then scale winners
into heavier tactics

12. Identify, plan, and
organize by customer
needs and pains.

13. Identify customer needs & pains
• How to …
• How do I …
• Do I need more/less …
• Should we …
• Comparing …
• Choosing a …

14. Plan & organize content assets by
customer needs & pains

15. Leverage your
company’s subject
matter expertise.

16. Citibank targets SMBs…

17. …with marketing advice.

18. Find subject-matter expertise that
connects with customer needs.
• Who are your SMEs and what do they know?
• Reverse engineer what you already sell
• Ask your customer-facing staff
• What search terms are driving site traffic?
• What on-site search terms are common?
• What searches are high volume?

19. Target buyer-intent
keywords and
phrases.

20. Look at longer search phrases for
suffixes that show buyer intent.
…jobs in San Francisco
…job description
…comparison
…alternatives
…white paper
…pricing
…best practices
…pricing comparison
…implementation guide
…consulting hourly rate
…email/landing page template
…requirements document
…contract terms
…structure of team
MARKETING AUTOMATION…

21. Describe your
content using
customer language.

22. Which one is buyer-focused?
Marketing Automation
Vendor Comparison Guide
Marketing Automation
Buyers Guide
Another Better B2B Marketing Resource Another Better B2B Marketing Resource

23. Which one is buyer-focused?
Marketing Automation
Vendor Comparison Guide
Another Better B2B Marketing Resource
Marketing Automation
Buyers Guide
Another Better B2B Marketing Resource

24. Which one is buyer-focused?
How To Sell
Marketing Automation
To Your Boss
Marketing Automation
Requirements Document
Example & Template
Another Better B2B Marketing Resource Another Better B2B Marketing Resource

25. Which one is buyer-focused?
How To Sell
Marketing Automation
To Your Boss
Marketing Automation
Requirements Document
Example & Template
Another Better B2B Marketing Resource Another Better B2B Marketing Resource

26. Test & learn with
light tactics, then
scale winners into
heavier tactics.

27. Test & learn with light tactics
• Social media sharing
• Social publishing
• Blogging / guest blogging
• Article syndication / contribution

28. • Dense marketing assets: White papers, ebooks
• Recorded media: webinars, podcasts, videos
• Image media: infographics, illustrations, presentations
• Training materials
• Support manuals, user forums, knowledge base
• RFP responses & sales proposals
Repurpose existing assets buried
deep inside your content shoebox

29. Measure website engagement

30. Measure content engagement

31. Measure form & LP conversions

32. See what contributed to a sale
RESOURCE
Marketing Automation
Optimization Checklist
RESOURCE
2013 B2B Marketing
Budget Allocation Tool
RESOURCE
Better B2B
Marketing Checklist
WEB VISIT PAGEVIEWS
Web content about
planning & content

33. How the end result should look

34. What next?
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Get slides: brainrider.com/b2b_cheatsheets