How to keep prospects engaged throughout the B2B lead lifecycle: The buyer’s journey is one that should be understood by every B2B marketer. How to develop content to support your marketing efforts and align to the needs of your prospects.

1. Ac! 17
B2B Marketing Lifecycle
Kevin Alansky
Senior Director Marketing
Blackboard Inc.

2. Kevin Alansky
Sr. Director Marketing
Blackboard Inc.
Act 17: B2B Marketing Lifecycle

4. The Quest for a Better Mousetrap

5. The Role of the B2B
Buyer Has Changed

6. The Buyer’s Journey

7. Tip 1: Map Out Your Buyer’s Journey

8. Tip 2: Marketing & Sales Alignment
Better Together

9. Tip 3: Determine the Seller’s Journey
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10. Find the Gaps in Your
Marketing Strategy

11. Tip 4: Deliver Tactics That Align to
the Buyer’s Journey

12. Easier Said Than Done

13. Tip 5: The Integrated Marketing Plan
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14. Tip 6: Content is King

16. Right Content
Right People
Right Time
“The problem is getting the right content to the
right people, even while knowing that key
decision-makers are not an easy audience to
reach. Producing smart, highly targeted and
truly innovative content can be really
challenging”
B2B Content Marketing: 2010 Benchmarks, Budgets and Trends
MarketingProfs/Junta42

17. Thought leadership supports
Building Reputation and Interest

18. Educational Content supports
Lead Generation and Nurturing

19. Client Stories supports
Sales Like No Other

20. Social Media supports
Keeping the conversation going

21. Infinite Pipes to Promote

22. Tip 7: Think Like a Publisher

23. Marketing Automation = Holy Grail?
Engage, Nurture, Track

24. Thank you!
Contact Me
Kevin@Alansky.com
Blog: www.alansky.com/blog
Twitter: @alansky