Aligning Thought Leadership & Content Marketing to the Buyer Cycle

Aligning The Buyer CycleAligning The Buyer Cycle
& Content Marketing& Content Marketing
Content Marketing
Lead
Management
Thought Leadership
Audience
Engagement
Buyer CycleBuyer Cycle
SellingSelling
A Strategic Roadmap for Sales and MarketingA Strategic Roadmap for Sales and Marketing
www.TheThoughtNet.comwww.TheThoughtNet.com
The Thought Net™
The Thought Leadership Connection

Buyers areBuyers are
revoltingrevolting
againstagainst
traditional salestraditional sales
methodsmethods……
The Thought Net™

……and itand it’’s goings going
to take moreto take more
than just socialthan just social
media tomedia to
engage & sellengage & sell
to themto them……
The Thought Net™

ItIt’’s going tos going to
take a newtake a new
way ofway of
sellingselling……
……a new waya new way
of engagingof engaging
with buyerswith buyers……
The Thought Net™

ItIt’’s going to take the creation of ans going to take the creation of an
integrated B2B or B2C Buyer Cycleintegrated B2B or B2C Buyer Cycle
Selling StrategySelling Strategy
The Thought Net™

Buyer engages sales early in the buying cycle (by necessity)
Seller has control of information
Focus on convincing & persuading
Focus on seller requirements for offers of
feature & benefits
Repetitive touch points - contacting buyer randomly only to
find out if buyer is ready to purchase
Main delivery channels: DM, email, ads -broadcast; print;
online, events
Buyer engages seller late in the buying cycle
Buyer has more control of information earlier on in
buying cycle
Focus on delivering objective information in a
Permission- oriented manner that addresses buyer
needs and issues
Seller engages earlier on with buyer thru use of thought
leadership content relevant to market and buyer issues
Personalized Buyer cycle touch point engagement
Main delivery channels; online/social media platforms –
events, and all other traditional channels
Old Model New Model
A fundamental shift is underway in how we purchaseA fundamental shift is underway in how we purchase……
The Thought Net™

Time spent by prospects and salespeopleTime spent by prospects and salespeople
in the Buying Cycle stages is strongly misalignedin the Buying Cycle stages is strongly misaligned……
Is there
a need?
Criteria
for selection?
Available
vendor/service
options?
SatisfiedSatisfied
with thewith the
purchase?purchase?
If ‘Yes’, buying
cycle starts
Purchase
Selection
process
Sales reps
spend
95% of their
time in this stage
Prospects
spend
95% of their
time in these stages
Buying CycleBuying Cycle
The Thought Net™

……with a majority of prospects initiating the search for products,with a majority of prospects initiating the search for products,
services and vendors onlineservices and vendors online……
The Thought Net™

……long before they are ready to talk to a sales replong before they are ready to talk to a sales rep
They exchange
information with
their peers on
Social forums & platforms
such as Twitter, LinkedIn,
Facebook, and
a multitude of
blogs
Prospective
Buyers spend
a lot of time
online, researching
– and it’s not just
your website…
They do all
that long
before they
even consider talking
to a sales rep
Part of the Buyer’s Cycle
The Thought Net™

Content Marketing
Lead
Management
Thought Leadership
Audience
Engagement
SellingSelling
So how do you begin to leverage this new buyer cycle shift forSo how do you begin to leverage this new buyer cycle shift for
maximum bottom line results?maximum bottom line results?
The Thought Net™

•
By developing a thought leadership program for yourBy developing a thought leadership program for your
organizationorganization
HereHere’’s how and whys how and why……
The Thought Net™

•
Thought leadership gets buyersThought leadership gets buyers’’ attention EARLY in theattention EARLY in the
buyer cycle processbuyer cycle process……
The Thought Net™

……building visibility during these critical early stages of thebuilding visibility during these critical early stages of the
buying cycle processbuying cycle process……
Registers for
vendor
webinar/demo
Buyer Cycle Touch Points
Vendor response
Contact
data entered
Thought leadership opportunity
Does
online
market
research
Visits
industry
blogs
Follows
Twitter
feeds
Inquires
with
peers
Downloads
white papers
The Thought Net™

• Thought leadership centers on earning trust and credibility
• This is earned through the delivery of unique, relevant and captivating
content; information, insights and ideas
• It positions you over time as an industry authority, resource and trusted
advisor
“Simple, great thought leadership means never having to ‘pitch’ or
’sell’ for business. You become a trusted advisor, counselor
and partner, not just a vendor.”
Gautam Ghosh - Accenture
……when generating exposure is essentialwhen generating exposure is essential……
The Thought Net™

Thought leadership marketing therefore tops marketersThought leadership marketing therefore tops marketers’’ listslists……
"Traditional approaches to B2B marketing are losing their impact.
Today, B2B marketers are turning towards thought leadership as a way to
differentiate their products and services in an increasingly competitive
market.“
- Survey, Economist Intelligence Unit, 2008
The Thought Net™

……as among their top objectives over the next 3as among their top objectives over the next 3--5 years5 years
56% of survey sample ranked 'positioning their company as a thought
leader' as their top priority, second only to 'building new business.'
The Thought Net™

Market maturity
Year 1 Year 2 Year 3
1
HIGH
LOW
Year 4
Time
Content curation
White papers
3rd party research
Events
sponsorships
Business games - concepts
Unique content development
Partnerships with other thought leaders
Thought leadership evolves as markets evolveThought leadership evolves as markets evolve ––
It isnIt isn’’t just about delivering white paperst just about delivering white papers
Community content development
Thought Leadership Content & Development Strategy over TimeThought Leadership Content & Development Strategy over Time
The Thought Net™

Content Marketing
Lead
Management
Thought Leadership
Audience
Engagement
SellingSelling
Follow withFollow with……
The Thought Net™

How can you use content marketing?How can you use content marketing?
By combining thought leadership
with content marketing you can
deliver the right information at the
right time to buyers during the
different stages of their buying
cycle…
The Thought Net™

Information needs of buyers vary as they progress through theInformation needs of buyers vary as they progress through the
stages of the Buying Cyclestages of the Buying Cycle……
Is there
a need?
CriteriaCriteria
for selection?for selection?
AvailableAvailable
vendor/servicevendor/service
options?options?
SatisfiedSatisfied
with thewith the
purchase?purchase?
If ‘Yes’, buying
cycle starts
Purchase
Selection
process
The Thought Net™

…… by aligning thought leadership content delivery with specificby aligning thought leadership content delivery with specific
stages of the Buying Cycle it helps to give maximum impactstages of the Buying Cycle it helps to give maximum impact
Is there
a need?
Criteria
for selection?
Available
vendor/service
options?
Satisfied
with the
purchase?
If ‘yes’,
buying process starts
Purchase selection
process
Buying Cycle StagesBuying Cycle Stages
Offer CategoriesOffer Categories
How to Guides
White papers
Blogs/Articles
Webinars/Podcasts
Case studies
Decision tools
Product comparisons
ROI calculators
Demos ~ Presentations
Seminars
Consultations
Free trials
Testimonials
The Thought Net™

Buying Stages Where Use of Online Games is Considered Relevant
In addition to traditional thought leadership contentIn addition to traditional thought leadership content ……
Consider creating online business games & tools that engage B2BConsider creating online business games & tools that engage B2B
buyers and also generate qualified leadsbuyers and also generate qualified leads……
Evaluation-Implementation Scenarios = 60%
Building A Business Case = 58%
General Education = 55%
Shortlist Creation = 43%
Final Decisions = 36%
Source Survey: IDG Connect 2010
The Thought Net™

Marketers increasingly see the value of userMarketers increasingly see the value of user--generated contentgenerated content……
Up from 83 million in 2008,
eMarketer estimates the number of UGC creators
will grow to 115 million in 2013
More important, rising from 116 million in 2008,
in 2013 the number of US Internet users consuming
some form of UGC will reach 155 million
The Thought Net™

……as survey results showing that branded content is moreas survey results showing that branded content is more
effective than other forms of marketingeffective than other forms of marketing
Marketers consider branded content more effective than other leading forms
of advertising and marketing
• More effective than TV advertising (70%)
• More effective than direct mail (61%)
• More effective than PR (57%)
Total spending on branded content: over $1.8 million per company
• Print publications (51%)
• Internet media (27%
• Video/audio (22%)
–Study, Custom Publishing Council (CPC), 2009
The Thought Net™

Optimize content for SEO purposesOptimize content for SEO purposes –– as inbound links will helpas inbound links will help
elevate your ranking in the search engineselevate your ranking in the search engines……
Source: TopRank Marketing
The Thought Net™

Content Marketing
Lead
Management
Thought Leadership
Audience
Engagement
SellingSelling
Deliver throughDeliver through……
The Thought Net™

•
Engagement Model: Engage with your audiences via allEngagement Model: Engage with your audiences via all
available online and offline channelsavailable online and offline channels……
Source:Source:
The Thought Net, LLCThe Thought Net, LLC
blogs
Website
or
portal
Social
networks
Micro
blogging
Corporate
Newsletter(s)
Corporate
Blog(s)
Events
video
Doc
sharing
widgets
Book
marking
Offline
Conferences
Online
Webinars
The Thought Net™
Website
or
portal
Conversion
points
Photo
sharing
podcasts
communities

• There is a growing trend away from traditional advertising and media
channels to user generated content
• Prospects use social media channels more and more to do their
research, and long before they are ready to engage with your sales
force
• Prospects and clients increasingly exchange information about you
and your competitors’ services via these channels
• Social media channels allow you to interact and engage directly with
your audience – and it won’t be long before this engagement will be
an expectation from your customers and prospects
• Inbound marketing leads will come primarily from these sources
……but increasingly focus on social media outreachbut increasingly focus on social media outreach –– WHY?WHY?
The Thought Net™

WordWord--ofof--mouth marketing can be done most effectively usingmouth marketing can be done most effectively using
social media channelssocial media channels……
The Thought Net™

……so branded content marketing programs using social mediaso branded content marketing programs using social media
channels are on the risechannels are on the rise
The Thought Net™

Content Marketing
Lead
Management
Thought Leadership
Audience
Engagement
SellingSelling
Increase ROI withIncrease ROI with……
The Thought Net™

Buyers now engage with Sales late in the buying cycleBuyers now engage with Sales late in the buying cycle……
Registers for
vendor
webinar/demo
Buyer Cycle Touch Points
Vendor response
Contact
data entered
Does
online
market
research
Visits
industry
blogs
Follows
Twitter
feeds
Inquires
with
peers
Downloads
white papers
The Thought Net™

•
I believe
this is the information
you have been looking
for…
This is great!
Wow, finally
a company that gets me
what I need, and isn’t
bugging me with a ton of
calls and emails before
I’m ready
to buy…
……so nurturing your prospects throughout the later stages of theso nurturing your prospects throughout the later stages of the
cycle is keycycle is key……
The Thought Net™

•
…here are the proposal
options based on your
feedback …
…yes, this exactly fits our needs!
You’ve really helped me
with my research…
…these guys have shown
they know this market…
……entering the close phase with an educated buyer AND sellerentering the close phase with an educated buyer AND seller
The Thought Net™

•
Well…
Ready to sign
the
contract yet?
Uh oh, need to get
out of here fast…
Instead of focusing exclusively on how to meet sales quota..Instead of focusing exclusively on how to meet sales quota..
The Thought Net™

……focus on the Buyer Cycle instead of the sales cycle!focus on the Buyer Cycle instead of the sales cycle!
It will give you a better understanding of:
• How customers & prospects want to buy
• Which information they need at various
points in the buying cycle
• You will be pro-active, and won’t be waiting
to engage them only at the point of purchase
– this will help move them forward faster in
the buying cycle
The Thought Net™

A few ways of measuring program successA few ways of measuring program success……
• Qualified leads
• Inbound leads
• Conversions
Revenue
• Likes/Mentions
• Media mentions
• Inbound links
• Downloads
Visibility
• Customer satisfaction
• Customer retention
Reputation
• Subscriptions
• Blog comments/Responses
• Contest entries
• Participants
• Event attendance
Engagement
Performance Measurement IndicatorObjective
The Thought Net™

– It allows for the identification, qualification, routing and nurturing
of prospective leads with the appropriate follow up activity
– Automated Lead tracking allows for visibility into / and
engagement with prospects during the various stages of the
buying cycle process
– It will make clear what prospect interests are, which will enable
you to deliver the right content at the right time in the buying
cycle
– Your company can then hand off qualified leads to the sales
department at the right time, increasing the efficiency of sales
……with lead management among the most critical measures ofwith lead management among the most critical measures of
successsuccess ……
The Thought Net™

Successful lead management requires theSuccessful lead management requires the
integration of sales & marketingintegration of sales & marketing
SalesSales
MarketingMarketing
AgreementAgreement
what =what =
QualifiedQualified
LeadLead
AgreementAgreement
on What =on What =
EffectiveEffective
CollateralCollateral
Incentives forIncentives for
Sales toSales to
to provideto provide
marketingmarketing
with reportingwith reporting
on Leadon Lead
follow upfollow up
UnifiedUnified
ContactContact
DatabaseDatabase
To avoidTo avoid
duplicationduplication
Marketing needsMarketing needs
to includeto include
Sales in theSales in the
creation ofcreation of
BuyerBuyer
OffersOffers
The Thought Net™

Content Marketing
Lead
Management
Thought Leadership
Audience
Engagement
SellingSelling
Leverage Buyer Cycle selling for maximum ROILeverage Buyer Cycle selling for maximum ROI……
The Thought Net™

For more information on how your company can leverage new trends and
develop a thought leadership position with programs that deliver targeted results,
please contact us at:
The Thought Net, LLC
Phone: 415.425.7124
Web: www.TheThoughtNet.com
Contact:
Natalie L. Wood – President, email: natalie@thethoughtnet.com
Thank You!
The Thought Net™

Source: The Thought Net, LLCSource: The Thought Net, LLCwww.TheThoughtNet.comwww.TheThoughtNet.com
blogs
Website
or
portal
Social
networks
Micro
blogging
Corporate
Newsletter(s)
Corporate
Blog(s)
Events
video
Doc
sharing
widgets
Book
marking
Offline
Conferences
Online
Webinars
Website
or
portal
Conversion
points
Photo
sharing
podcasts
communities
The Thought Net
Audience Engagement & Distribution Model

Aligning Thought Leadership & Content Marketing to the Buyer Cycle

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