Maximize the use of your marketing automation tool. Understand people’s relationship to your content & design content as it relates to your lead lifecycle. Based on Marketing Automation For Dummies by Mathew Sweezey and published by Wiley. For more info, visit: http://bit.ly/1r18DZM

1. New Content for a New Tool:
Creating the RIGHT type of
content for your marketing
automation campaigns
From Marketing Automation For Dummies
by Mathew Sweezey
It Works.

2. MAXIMIZE the use of your
marketing automation tool.
Understand people’s relationship to your content
& design content as it relates to your lead lifecycle.
It Works.

3. Understanding the relationship
to your content
Customers engage with two
types of content:
1. Problem-solving content in the buyer’s funnel
2. Content for professional development or
entertainment
It Works.

4. 1. Problem-solving content
in the buyer’s funnel
Within the buyer’s journey (funnel) people look
for content to help them solve a problem.
You need to make sure to send the correct
content at the correct time.
It Works.

5. 2. Content for professional
development or entertainment
Consumed on a daily basis and is not a signal of a
buying process
Most people consume the same amount of
professional development and/or entertainment
on a daily basis.
Examples: blogs you read every day
or the Twitter followers you listen to daily.
It Works.

6. Design content as it relates
to your lead life cycle
It Works.

7. It Works.
Early-Stage Leads

8. Early-stage leads do not:
It Works.
Need to hear from your sales team
Need to be prompted for a demo
Want to read your press release
Create content to help leads be better
at their jobs

9. Blog posts focused on how to identify a problem
How-to articles
Short video clips
Your goal = build a relationship, not sell
Good forms of content for
early-stage leads:
It Works.

10. It Works.
Mid-Stage Leads

11. Mid-stage cycle leads have:
A problem
A pain point
A solution
It Works.
Mid-stage cycle leads do not have:

12. Buyers in the mid-stage do not typically
have the budget, authority, or timeline
to purchase.
Content should:
Help explain options to solve their issue
Show substantial social proof
It Works.

13. The goal for mid-stage content
is to help people identify the
way to solve their pain as well
as to get their team to buy in.
Good forms of content
for mid-stage leads:
It Works.
Blog posts focused on how to solve
the pain points
Webinars featuring client success stories
Case studies

14. Late-Stage Leads
It Works.

15. Late-stage leads:
Your goal = get on the short list
of vendors.
It Works.

16. Good forms of content for
late-stage leads:
Blog posts comparing you with other vendors
Buyers’guides
Sample RFPs
It Works.

17. Sales Leads
It Works.

18. Sales leads in the salespeople’s
hands still need content.
Usually sales sends directly,
but you need to create it.
It Works.

19. Good forms of content for sales leads:
Blog posts on achievements
Case studies (can be the same ones
used for mid-stage leads)
One-page sales sheets
It Works.

20. If you can understand the people’s
relationship to your content &
design content as it relates to
each stage of the lead cycle
YOU CAN CLOSE
MORE SALES!
It Works.

21. Marketing Automation For Dummies
by Mathew Sweezey,
Marketing Automation Evangelist for Salesforce
Pick up a copy today!
www.dummies.com/buy/9781118772225
It Works.