4. Attraction Marketing
• Inbound Marketing with intent – pull marketing versus push
marketing
• Using your content to build engagement with purpose, targeted
at your specific audience
• When you create content that pulls prospects, you are
differentiating your brand
– Customers recognise the value and follow trail back to your base
(website) to engage with you
– To ensure this works – create contagious content
• Your content will move buyers along in their buying process to
become a live sales opportunity in time
6. Sales Process
• Prospecting
• Pre-qualifying
• Presenting
• Needs analysis
• Defining the solution
• Building Rapport
• Proposing
• Closing
• Negotiation
The ASG Group
7. Buyer Process
• The business case / rationale / justifying the expenditure
• Getting the purchase / budget sanctioned
• Following internal processes/procedures
• Getting buy-in from other managers /depts
• The competitive process
• Getting maximum value for money
• Defining requirements accurately
• Evaluating alternatives / alternative solutions
• Managing risk
• Making the right decision
8. Buyer Process Cont..
• Ensuring that all purchases fit with strategy, systems, etc.
• Change management / ensuring successful implementation
• Ensuring success post purchase / implementation
• Doing more for less
• Selecting the right technology
• Selecting the right vendor
• The contract and negotiation
• Post purchase project and vendor reviews
18. The Problem
• Buyers engaging with sales further down the funnel as they
research more online
• Leads are not properly qualified by the marketing team before
they are handed over to sales
• There is no way of identifying accurately when a lead is ready to
be passed to sales as no clear definition of a lead
• There is no systematic process in place for managing and scoring
leads
• When a lead is disqualified by sales it does not go into a lead
nurturing programme
• There is no visibility in where exactly leads fall out of the funnel
• There is no connection between leads and converted sales
20. The 7 Key Rules for Connected Marketer
1. Develop Buyer Personas
– Understand your prospects, based on who they are, how they
behave, and where they interact in the sales cycle
1. Align content with buyers
– Determine what types of information your prospects will need,
based on who they are, how they behave and where they are in
their buying process
1. Consistency across channels
– Leverage as many channels as possible to get your message out –
and keep messages consistent
1. Let experts do the talking
– Solve problems – find experts who can articulate and discuss
problems and solutions
21. The 7 Key Rules for Connected Marketer
5. Multi-channel distributions
– Buyers have different preferences for consuming information –
you need to make sure content is accessible from all these
channels (Blogs, website, rss, twitter, facebook, business portals)
5. Automate the process (4 Rs)
– Reach: Use social media to engage with a broad audience (track all
interactions)
– Response: measure all response and their nature
– Relationship: Build relationship by delivering timely and
personalised message based on behaviour and profile
– Revenue: Lead nurturing must feed sales
5. Get Connected
– Make yourself a valuable resource for your prospects
23. Preparational Considerations
• Characteristics of best customers
– Who typically buys from you, who are least demading customers,
characteristics of easily and profitable closed sales
• Understanding the “Buyer Journey”
– Where did best leads come from, how do leads advance along the
funnel, which activities do your deals participate in (webinars,
demos etc..)
– How can you identify if a prospect has stalled
• Lead Qualification
– What are the specific characteristics of a marketing qualified lead
– What MQL (marekting qualified leads) typically convert
– What are the characteristics of leads that typcially need to go
through a nurturing programme
25. Integrated Content Marketing Programme
• Always provide relevant information to buyers – not huge
amounts of it
– Through segmentation and testing you can target relevant
information to specific personas
• Cultivate an engaging and conversation voice in all buyer related
collateral
– Be frank and direct and focus content on the bottom line for buyers
(get to the nub of the issue upfront and the explain)
• Converse rather than intrude with prospectives
– Provide segmented targetted information on an opt-in basis (notify
prospects of upcoming webinars, new research, collaborative
reports etc..) – that they will find valuable
27. Advantages of Lead Management
• Optimises marketing impact on sales
– Gives marketers better visibility into the sales pipeline, helps
marketing deliver better ready-to-buy leads to sales,
– reduces cost of acquistion to generate sales, enables more efficient
sales force
• Ties sales and marketing closer together
– Ties marketing process directly to the bottom line - # of marketing
qualified leads to converted sales, connects online buyer behaviour
with readiness to buy
• Helps marketing treat customer relationships like corporate
assets
– Extend lead management to live customers
– Foster and nurture closer customer relationships, develop an
engaged community, create customer advocates
29. Content Strategy B2B
• Listen and Understand your audience and their behaviour
patterns
• Map out all the stages of your buyer cycles
• Create specific personas for your prospects and clients
• Identify specific needs for each of your buyer personas along the
buyer cycle
• Develop content for each buyer stage
• Develop a content development schedule
• Allocate resources or identify third parties to produce specific
content
• Develop a clear voice and personality for your content
• Solicit feedback from your prospects, customers and community
30. B2B content marketing
• Create valuable content that is of real interest to your customers,
community or prospects
• Prospective customers engage with sales teams later in the
funnel due to online information
• Providing content that pre-identified types and roles of
customers want and need
• Providing content that maps directly to the different stages of the
buyer cycle
• Producing and sharing content that your community and
prospective customers need, value and will potentially share
• Distributing content where your customers and prospects
coalesce online