IBAT B2B Inbound Marketing Programmes

1. B2B Lead Management / Content Marketing

2. Good B2B Resources Blog.eloqua.com Blog.marketo.com www.marketinginteractions.com http://www.focus.com/topic/marketing/ http://www.funnelholic.com/ http://my.alltop.com/marketinginteractions www.junta42.com http://www.contentmarketinginstitute.com/blog/ http://content-marketing.alltop.com/

3. B2B Inbound Marketing

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

5. Sales Vs Buyer Process Buyer Dissonance

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

9. The Sales Funnel

15. The Buyer Vs Sales Conundrum

16. 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

17. The solution Lead Management

19. Response: measure all response and their nature

20. Relationship: Build relationship by delivering timely and personalised message based on behaviour and profile

22. 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

23. 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

24. Relevant B2B Content

25. 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

26. Content Programme

27. 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

28. B2B Case Studies

29. Marketo

30. Eloqua

31. Genius

32. Alterian

33. Pardot

34. B2B Business Solutions

35. American Express

36. Intuit Business Services

37. Hubspot

38. Altimeter Group

39. Salesforce.com