WEBINAR
Accelerating the Buyer’s Journey:
Reveal Intent With Content at
the Point of Engagement

Who Are We?
Natalie Stezovsky
VP
influenceandco.com
Tweet: @nstezovsky
Influence & Co. is a content marketing
agency that specializes in creating engaging
content that fuels companies’ content
marketing efforts and positions their key
employees as influencers in their industries.
NetLine Corporation Promotes Your Content
With the #1 B2B Content Syndication Lead
Generation Network.
David Fortino
SVP
netline.com
Tweet: @David__Fortino

What We’ll Discuss
The Importance of Sales
Enablement Content
Content Creation Best Practices
How to Use Content at Each
Stage of the Buyer’s Journey
Stats From the 2018 State of B2B
Content Consumption and
Demand Report for Marketers
Weaponizing Great Content for
Lead Generation
Accelerating the Funnel
Letting One Engagement Do
Some Heavy Lifting

The Importance of Sales Enablement Content
Why is sales enablement important?
Saves time
Lets your reps focus on selling vs. providing
education or answering the same questions
Shows your leads that you know your stuff
Showcases credibility
Adds consistency to the sales process
Helps ensure expectations are being set
correctly for new customers

The Importance of Sales Enablement Content
What does sales enablement content look like?
Blog posts
Guest posts in outside publications
Whitepapers
Case studies
Infographics
Webinars
Email drip campaigns, and more

Overcomes common objections during the
sales process
Educates prospects about your company,
your processes, ROI, etc.
Primes your prospects to become good
customers down the road
Provides valuable information that your
prospects can pass along to other decision
makers on their teams
The Importance of Sales Enablement Content
What does sales enablement content do?

Content Creation Best Practices
Have your marketing team ask your sales team questions like:
• What sorts of questions do your leads most often ask?
• What is it that we do that your leads find the most confusing?
• What are the biggest reasons for leads passing on working with us?
• What part of our process could use some sort of visual representation?
Make communication
easy
Brainstorm content
ideas as a group

Content Creation Best Practices
Use content idea
submission forms
Sales call
shadowing

How to Use Content at Each
Stage of the Buyer’s Journey
Awareness Consideration Decision
The Buyer’s Journey
My business has
a problem!
I need to do
online research.
It looks like this
company might be
able to help!
I’ll learn more.
This company can
definitely help me solve
my problem. I’m going
to work with them.

How to Use Content at Each
Stage of the Buyer’s Journey
Goal: Reach a New
Audience
Awareness
Types of content: Guest-contributed content and
press mentions
By getting your content or name published in online
publications that your audience reads, you can
make more people aware of your brand.
Use links back to your on-site content in your guest-
contributed content to lead that new audience back
to your site.

How to Use Content at Each
Stage of the Buyer’s Journey
Goal: Engage and
Convert
Consideration
Types of content: On-site content and gated content
Leading people to valuable on-site content, like
your blog, will show them how much you know
about a subject within your industry.
Leading new site visitors to gated content will
allow you to capture their email addresses so you
can add them to your email marketing campaigns
and nurture them on an ongoing basis.

How to Use Content at Each
Stage of the Buyer’s Journey
Goal: Nurture and
Engage to Sale
Decision
Types of content: Email newsletters and drip campaigns
Newsletters will help you stay top of mind with these
leads and show them the great content you’re
creating.
Email drip campaigns will allow you to share content
that addresses their pain points based on their
understanding of what you do and how ready they
are to work with you.

NetLine’s Stats from the 2018 State of B2B Content
Consumption and Demand Report for Marketers

NetLine’s Stats from the 2018 State of B2B Content
Consumption and Demand Report for Marketers
C-level takes 21% longer than managers to read
content they’ve requested.
Those findings only compound themselves within
larger organizations. The larger the organization,
the less likely senior leadership will be proactively
searching, engaging, and consuming long-form
content.

Leverage funnel and persona development
with an intelligent deployment strategy
across a B2B network of in-market
professionals.
Weaponizing Great Content for Lead Generation
Content in a vacuum vs. syndication to
hyper-targeted audiences

Promote content to amplify reach
Acquire net new quality leads by reaching
in-market professionals, actively researching
business-related topics
Run sophisticated lead generation campaigns
with account-level filtering to reach professionals
from your target accounts
Value vs. vapor: Pay only for the qualified leads
generated and full transparency into lead data,
reporting
Weaponizing Great Content for Lead Generation
Performance-Based (CPL Lead Generation)

Accelerating the Funnel
Now that you have pipeline in the TOFU stage, how do you maximize the ROI of content?
Marketers get the holy grail — knowing readiness to buy down to an exact time frame, that
prospect’s level of decision-making authority all from one piece of content.

Letting One Engagement Do
Some Heavy Lifting

The Content Marketer’s Guide to Sales Enablement. This guide outlines
all the tips we discussed today. It will help align your sales and marketing
teams and ensure your sales teams are using your content effectively.
Free consultation! Set up a completely hassle-free call and get your
questions about content marketing answered.
Link to resources above:
https://offers.influenceandco.com/netline-webinar-promopage
Resources
Influence & Co.

The 2018 State of B2B Content Consumption and Demand Report
for Marketers
This report provides B2B marketers with data from thousands of real campaigns
over 12 months, yielding insights from consumption activity taking place across the
NetLine Corporation Network in the US. Combining two layers of data — that of the
in-demand audience and realities of active audience consumption — marketers can
derive tactics to assemble a comprehensive content marketing strategy.
Link to resources above:
https://www.netline.com/netline002n/?
d=glconsumption18&k=190208webinfglc&utm_source=webinar&utm_medium=
email&utm_campaign=190208emlicowb&utm_content=190208emlicowb
Resources
NetLine

WEBINAR
Questions?