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#SMCDallas @MikeDMerrill
Content Marketing Evolution
Aligning to the Buying Process
Mike Merrill
Enterprise Account Execut...
#SMCDallas @MikeDMerrill
#SMCDallas @MikeDMerrill
The 1:1 Customer Platform
Email Mobile Social Web Data &
Analytics
Marketing
Automation
Platform
#SMCDallas @MikeDMerrill
The 1:1 Customer Platform
Email Mobile Social Web Data &
Analytics
Marketing
Automation
Platform
#SMCDallas @MikeDMerrill
Leverage
Customer Data
Generate High
Quality Leads
Optimize
Customer
Engagement
Manage
Cross-chan...
#SMCDallas @MikeDMerrill
B2B Buyers Are More Informed
#
57% of a typical purchase decision is made before a customer even
...
#SMCDallas @MikeDMerrill
B2B Rushes to Publish Content Everywhere
#
#SMCDallas @MikeDMerrill
How Do I Use Each Platform?
#SMCDallas @MikeDMerrill
B2B Content Marketing Benchmarks
Joe Pulizzi
@JoePulizzi
@CMIContent
Ann Handley
@AnnHandley
@Mar...
#SMCDallas @MikeDMerrill
A Few Key Data Points
“
58%
6
Plan to increase their content marketing
budget in next 12 months
4...
#SMCDallas @MikeDMerrill
Content Marketing Usage by Tactic
• Too much focus on every
platform and tactic
• Infographics sa...
#SMCDallas @MikeDMerrill
10 Content Marketing Ideas to Get Started
1. Top customer service issues and complaints
2. Main o...
#SMCDallas @MikeDMerrill
Content Marketing Crisis of Confidence
#SMCDallas @MikeDMerrill
Customers choose you
Leads contact you
Customers book & buy
Time to Align Content to Buying Journ...
#SMCDallas @MikeDMerrill
In Reality
Leads leak out
At each stage
Ideally
All visitors become
leads and all leads
Become cu...
#SMCDallas @MikeDMerrill
7%
of visitors contact you
[call, email, form]
30%
of contacts become
active leads interested
in ...
#SMCDallas @MikeDMerrill
7%
of visitors contact you
[call, email, form]
30%
of contacts become
active leads interested
in ...
#SMCDallas @MikeDMerrill
Buyer Needs at Each Stage
• Recognize problem or issue
• Want to change status quo
• Gain confide...
#SMCDallas @MikeDMerrill
Discovery Phase: Recommended Content
• Social Presence
• Blog articles
- Curated Lists
- Tips & T...
#SMCDallas @MikeDMerrill
• Ebooks & guides
• Quizzes, Assessments & widgets
• Newsletters
• Demo videos
• Webinars
• Indus...
#SMCDallas @MikeDMerrill
Book/Buy Phase: Recommended Content
• Live or in-person events
• ROI Calculators
• Pricing guides...
#SMCDallas @MikeDMerrill
Recommended Content Summary
REPEAT
Sharing Experiences
And Buying Again
BOOK/BUY
Getting Estimate...
#SMCDallas @MikeDMerrill
Build Buyer Personas to Tailor Content Needs
1. Title: Dentist
2. Role: Owner
3. Age: 48
4. Sex: ...
#SMCDallas @MikeDMerrill
Every Persona Has Different Needs
Persona Stage Questions (Needs) Answers Format
Influencer
Disco...
#SMCDallas @MikeDMerrill
Best Practices for Content Promotion
5
Consider Promoted Posts / Sponsored posts / FB Custom Audi...
#SMCDallas @MikeDMerrill
The Future of Marketing is Customer Journeys
Source: Marketing Sherpa
#SMCDallas @MikeDMerrill
Customer Journey
The sum of all the brand experiences that a customer
will engage in over time.
[...
#SMCDallas @MikeDMerrill
Today, Interactions are Not Connected in a Journey
#SMCDallas @MikeDMerrill
Do you know
who your
customers are?
Do you know
where they are in
their journey?
Are you driving ...
#SMCDallas @MikeDMerrill
CMO
Single View of
the Customer
Customer
Journey
Optimized
Content
#SMCDallas @MikeDMerrill
… And
#SMCDallas @MikeDMerrill
#LeadDanceParty
#SMCDallas @MikeDMerrill
#SMCDallas @MikeDMerrill
Questions?
• TWITTER: @MikeDMerrill
• EMAIL: MMerrill@ExactTarget.com.com
• BLOG: http://blog.exa...
#SMCDallas @MikeDMerrill
Recommended Reading
1. B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends–North America
...
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Building Relevance in B2B Content Marketing

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This presentation discusses how content marketing needs to better align to buyers needs but ultimately map to the customer's journey with your brand.

Veröffentlicht in: Business

Building Relevance in B2B Content Marketing

  1. 1. #SMCDallas @MikeDMerrill Content Marketing Evolution Aligning to the Buying Process Mike Merrill Enterprise Account Executive @MikeDMerrill #SMCDallas
  2. 2. #SMCDallas @MikeDMerrill
  3. 3. #SMCDallas @MikeDMerrill The 1:1 Customer Platform Email Mobile Social Web Data & Analytics Marketing Automation Platform
  4. 4. #SMCDallas @MikeDMerrill The 1:1 Customer Platform Email Mobile Social Web Data & Analytics Marketing Automation Platform
  5. 5. #SMCDallas @MikeDMerrill Leverage Customer Data Generate High Quality Leads Optimize Customer Engagement Manage Cross-channel Communications Common Challenges
  6. 6. #SMCDallas @MikeDMerrill B2B Buyers Are More Informed # 57% of a typical purchase decision is made before a customer even talks to a supplier Source: Corporate Executive Board
  7. 7. #SMCDallas @MikeDMerrill B2B Rushes to Publish Content Everywhere #
  8. 8. #SMCDallas @MikeDMerrill How Do I Use Each Platform?
  9. 9. #SMCDallas @MikeDMerrill B2B Content Marketing Benchmarks Joe Pulizzi @JoePulizzi @CMIContent Ann Handley @AnnHandley @MarketingProfs
  10. 10. #SMCDallas @MikeDMerrill A Few Key Data Points “ 58% 6 Plan to increase their content marketing budget in next 12 months 42% Social media distribution channels Consider themselves effective
  11. 11. #SMCDallas @MikeDMerrill Content Marketing Usage by Tactic • Too much focus on every platform and tactic • Infographics saw the largest jump with 51% utilizing vs. 38% last year • Determine how each tactic facilitates the buying process
  12. 12. #SMCDallas @MikeDMerrill 10 Content Marketing Ideas to Get Started 1. Top customer service issues and complaints 2. Main objections sales reps receive 3. FAQ eBook or blog post 4. Content related to best performing search keywords 5. How customers are using your product in a unique way 6. Employee profiles - especially execs 7. Slideshare 8. Survey results 9. Live blog of this event or any related to your industry 10. Customer case studies and testimonials
  13. 13. #SMCDallas @MikeDMerrill Content Marketing Crisis of Confidence
  14. 14. #SMCDallas @MikeDMerrill Customers choose you Leads contact you Customers book & buy Time to Align Content to Buying Journey Prospects discover youwhen they search, surf & socialize [then they click to visit] when your website makes a good impression when you stand out with good, timely follow-up when you provide a great customer experience
  15. 15. #SMCDallas @MikeDMerrill In Reality Leads leak out At each stage Ideally All visitors become leads and all leads Become customers
  16. 16. #SMCDallas @MikeDMerrill 7% of visitors contact you [call, email, form] 30% of contacts become active leads interested in buying 30% of leads convert into customers 1,000 Visitors 70 Contacts 21Leads 6 Customers 66,000 Prospects 1.5% of prospects click to visit your Website DiscoverContactChoose Simple Marketing Math Small changes make a BIG impact on your customers and profits
  17. 17. #SMCDallas @MikeDMerrill 7% of visitors contact you [call, email, form] 30% of contacts become active leads interested in buying 30% of leads convert into customers 1,700 Visitors 119 Contacts 36Leads 11 Customers 66,000 Prospects 2.5% of prospects click to visit your Website DiscoverContactChoose Understanding Marketing Math 1% increase in visitors to your website results in almost 100% increase in customers and profits Source: Marketing Sherpa
  18. 18. #SMCDallas @MikeDMerrill Buyer Needs at Each Stage • Recognize problem or issue • Want to change status quo • Gain confidence in right product/service selection • Understand ROI of each to build business case DISCOVER Surfing, Searching and Socializing CONSIDER Researching and Evaluating BOOK/BUY Getting Estimates and Purchasing REPEAT Sharing Experiences And Buy Again • Explore possible solutions • Define short list of providers • Commit to change
  19. 19. #SMCDallas @MikeDMerrill Discovery Phase: Recommended Content • Social Presence • Blog articles - Curated Lists - Tips & Tricks • Infographics • Ebooks & guides • Assessments & quizzes • Meme marketing • Videos • Webinars SURFING, SEARCHING, AND SOCIALIZING Key leading indicators: • Traffic, page views, time onsite • Downloads • Inbound links, page rank • Fans, followers • Mentions, comments, shares
  20. 20. #SMCDallas @MikeDMerrill • Ebooks & guides • Quizzes, Assessments & widgets • Newsletters • Demo videos • Webinars • Industry analyst reports • Testimonials • Case studies • Live or in-person events RESEARCHING AND EVALUATING Key leading indicators: • Click-throughs, open rates • Downloads • Inquiries, form submits • Database growth Contact & Choose Phase: Recommended Content
  21. 21. #SMCDallas @MikeDMerrill Book/Buy Phase: Recommended Content • Live or in-person events • ROI Calculators • Pricing guides • Total cost of ownership toolsGETTING ESTIMATES AND PURCHASING Key leading indicators: • Qualified Leads • Booked Appointments • Opportunities • Pipeline size • Closed Deals
  22. 22. #SMCDallas @MikeDMerrill Recommended Content Summary REPEAT Sharing Experiences And Buying Again BOOK/BUY Getting Estimates and Purchasing Buying Stage Buyer Needs Recommended Content KPIs Discover • Recognize problem or issue • Want to change status quo • Blog Articles • Infographics • Ebooks & Guides • Assessments & Quizzes • Meme Marketing • Videos • Webinars • Traffic, page views, time onsite • Downloads • Inbound links, page rank • Fans, followers • Mentions, comments, shares Consider • Explore possible solutions • Define short list of providers • Commit to change • Ebooks & Guides • Quizzes & Widgets • Newsletters • Demo Videos • Webinars • Industry analyst reports • Testimonials • Case studies • Click-throughs, open rates • Downloads • Inquiries, form submits • Database growth Book/Buy • Gain confidence in right product/service selection • Understand ROI of each to build business case • Live or in-person events • ROI Calculators • Pricing guides • Total cost of ownership tools • Qualified Leads • Booked Appointments • Opportunities • Pipeline size • Closed Deals
  23. 23. #SMCDallas @MikeDMerrill Build Buyer Personas to Tailor Content Needs 1. Title: Dentist 2. Role: Owner 3. Age: 48 4. Sex: Male 5. Education: Doctorate 6. Experience: 14Years 7. Marketing experience: YP, Valpak, Local pubs, Direct Mail 8. Goals: Lower cost to acquire more patients, spend less time worrying about marketing 9. Challenges: Determining the ideal marketing strategy, understanding the latest in online marketing 10. Needs: Transparent ROI, fewer vendors to manage (single source), face to face sales rep to educate/inform
  24. 24. #SMCDallas @MikeDMerrill Every Persona Has Different Needs Persona Stage Questions (Needs) Answers Format Influencer Discovery 1. 2. 3. 1. 2. 3. 1. 2. 3. Consideration 1. 2. 3. 1. 2. 3. 1. 2. 3. Book/Buy 1. 2. 3. 1. 2. 3. 1. 2. 3. Decision Maker Discovery 1. 2. 3. 1. 2. 3. 1. 2. 3. Consideration 1. 2. 3. 1. 2. 3. 1. 2. 3. Book/Buy 1. 2. 3. 1. 2. 3. 1. 2. 3. Users, technical buyer
  25. 25. #SMCDallas @MikeDMerrill Best Practices for Content Promotion 5 Consider Promoted Posts / Sponsored posts / FB Custom Audiences / FB Lookalike Audiences / LinkedIn Sponsored Posts / Twitter Cards 1 Use perfectly formatted images on social channels 2 Make sure the first 100 characters are the most crucial 3 Shorten URLs 4 Use UTM Strings for Google Analytics
  26. 26. #SMCDallas @MikeDMerrill The Future of Marketing is Customer Journeys Source: Marketing Sherpa
  27. 27. #SMCDallas @MikeDMerrill Customer Journey The sum of all the brand experiences that a customer will engage in over time. [kuhs-tuh-mer] [jur-nee] 1 2 A customer’s unique path in a brand relationship.
  28. 28. #SMCDallas @MikeDMerrill Today, Interactions are Not Connected in a Journey
  29. 29. #SMCDallas @MikeDMerrill Do you know who your customers are? Do you know where they are in their journey? Are you driving an engagement strategy to move them along that journey? Are you able to measure the impact on your business goals? Four Questions
  30. 30. #SMCDallas @MikeDMerrill CMO Single View of the Customer Customer Journey Optimized Content
  31. 31. #SMCDallas @MikeDMerrill … And
  32. 32. #SMCDallas @MikeDMerrill #LeadDanceParty
  33. 33. #SMCDallas @MikeDMerrill
  34. 34. #SMCDallas @MikeDMerrill Questions? • TWITTER: @MikeDMerrill • EMAIL: MMerrill@ExactTarget.com.com • BLOG: http://blog.exacttarget.com • WEBSITE: http://www.exacttarget.com • TWITTER: @ExactTarget
  35. 35. #SMCDallas @MikeDMerrill Recommended Reading 1. B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends–North America http://bakn.me/1oPvwPZ 2. 4 Questions Answered about Buyer Personas http://bakn.me/Wzg0Ew 3. 7 Ways to Research Your Buyer for Content Marketing http://bakn.me/11rQ4PA 4. The Content Grid v2 http://bakn.me/VjYo4k 5. The Content Match Game: Tips for Better Content Alignment Throughout the Buying Cycle http://bakn.me/YfSFhP 6. Optimize Content Marketing by Facilitating the Buyer’s Journey http://bakn.me/Ug6s1k 7. Step-by-Step Templates for Mapping your B2B Content http://bakn.me/11c220A 8. The Content To Consumer: Aligning & Automating the Delivery of Content according to the Buyer Stage http://bakn.me/TwTsDS 9. Content Mapping for a Buyer-Centric Content Strategy http://bakn.me/TvSozG 10. Optimize B2B Content Across the Sales Cycle http://bakn.me/11CpKSQ

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