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Live Webinar: The Importance of Full Funnel Content Marketing

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Demand Metric recently found that content marketing costs about 63% less than traditional marketing, yet generates almost 3 times as many leads. However, many marketers today struggle with a full funnel approach to content when measured solely on CPL.
But with the momentum of content marketing only continuing to increase, is your business leveraging the benefits of content marketing to the fullest extent?
In this webcast, we'll explore:

- A framework for creating relevant content for each stage of the funnel
- How to leverage top funnel content to drive results
Influencing the buying committee through content

Veröffentlicht in: Marketing
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Live Webinar: The Importance of Full Funnel Content Marketing

  1. 1. Rachel Rickles Content Marketing Evangelist The Importance of Full Funnel Content Marketing
  2. 2. Let’s Talk About The B2B Buyer’s Journey Today B2B Buying Committee Delivering Relevant Content Key Takeaways and Q&A
  3. 3. Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads - Demand Metric
  4. 4. B2B Buying Committee Delivering Relevant Content Key Takeaways and Q&A Let’s Talk About The B2B Buyer’s Journey Today
  5. 5. Awareness Consideration Lead Gen The Typical Buyer’s Funnel Page views Blog visits Time spent on site Share of voice Social shares Top/branded keywords Page views per visit CPL Average lead score MQL’s Opportunities
  6. 6. Awareness Consideration Page views Blog visits Time spent on site Share of voice Social shares Top/branded keywords Page views per visit The Typical Buyer’s Funnel CPL Average lead score MQL’s Opportunities Lead Gen
  7. 7. Today’s Buyer’s Journey Customers make it through 90% of the purchase process before reaching out. Sources: *Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012; **Zero Moment of Truth Study, Google 10 pieces of content are consumed in the process
  8. 8. Today’s Buyer is More Empowered Than Ever Search Social Mobile
  9. 9. Awareness Consideration Blog posts Infographics Quizzes Videos Research reports Whitepapers Data sheets Webinars Case studies Demos/Trials Content for the Funnel Welcome programs Product releases Product tips/tricks Retention Lead Gen
  10. 10. The B2B Buyer’s Journey Today Delivering Relevant Content Key Takeaways and Q&A Let’s Talk About B2B Buying Committee
  11. 11. The Decision Process has Changed The average B2B decision making group now includes 5.4 buyers 45% of technology decision- makers work outside IT, in finance, sales, facilities, and marketing Create content for all members of the tech buying committee 5.4 45 % CEB’s “Why You Should Teach Customers How to Buy” 2014; “The Social Bridge to the IT Committee,” commissioned study conducted by comScore, Inc, in 10 countries on behalf of LinkedIn, Q3 2013 4 The average number of departments influencing a typical B2B buying decision
  12. 12. Engineering IT Operations Project Management Finance Sales Support Purchasing Business Development
  13. 13. It’s Bigger than You Think 86% of buyers discuss technology solutions/vendors with an outside party External influencers play a factor as well 86% 8 in 10 buyers look outside the buying committee for opinions
  14. 14. Content for the Committee Sales Directors Sales Team AM Team MarketingHR
  15. 15. Content for the Committee
  16. 16. The B2B Buyer’s Journey Today B2B Buying Committee Key Takeaways and Q&A Let’s Talk About Delivering Relevant Content
  17. 17. 2016 B2B Content Marketing Report
  18. 18. 2016 B2B Content Marketing Report
  19. 19. Company’s Expertise Audience Pain Points & Interests Untapped Opportunity Great content lies at the intersection of 3 key elements
  20. 20. Spec/Fund Vendor Choice Manage RenewIdentify Needs Content for the Committee by Stage Who is involved in recognizing the problem and identifying needs? Who is responsible for researching vendors, reviewing pros/cons, conducting a value analysis, and setting budget? Who is the final decision maker/makers? Who is responsible for using the product, giving feedback and working with the customer service teams? Who are the decision makers when it comes to contract renewals?
  21. 21. When Do Buyers Reach Out? After they have a short list of solutions 53% 22 % Customer & The Buyer’s Journey Benchmark Report, Demand Metric 25% As soon as they know they have a need EARLY MID-WAY When they’re ready to buy LATE
  22. 22. 3 Steps to Relevant Content Create, reuse, or repurpose content that is specific to these audiences Identify where they are in the buying stage Identify who is on the buying committee
  23. 23. How Can LinkedIn Help? NewsCred The Case for B2B Marketing on LinkedIn 6x GENERATE QUALITY LEADS: 75% 11x 73% 13% 27% The ROI of Google AdWords Better response rates Increase in web visits Lower CPL than Google AdWords Lower CPL than other social channels Increase in page views DELIVER THE RIGHT MESSAGE TO THE RIGHT PEOPLE: Replicon BUILD BRAND AWARENESS: Cetera
  24. 24. The B2B Buyer’s Journey Today B2B Buying Committee Delivering Relevant Content Let’s Talk About Key Takeaways and Q&A
  25. 25. The buying journey has changed. Content marketing needs to change with it Even though we all want leads, we need to build trust with our audience and offer content outside the gate Our core target audience are not alone. There is a larger buying committee making purchase decisions Takeaways Creating and delivering relevant content doesn’t have to be hard – we just need to know who we need to reach and when
  26. 26. How to Get Started Learn More: Visit business.linkedin.com/marketing- solutions. Download the Sophisticated Marketer’s Guide Get Started: Gain reach by sponsoring content from your company page. Think about a full funnel approach to reach your audience at every stage. Brainstorm: Who is involved in the purchase decision for your product? What content can you leverage to speak to those audiences?
  27. 27. Q & A

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