how to dominate your market with content

You’re Stronger than You Think

Dominate Your Market with Content In 2016

You’re FASTER than you think

WORLD RECORD Old record: 33 minutes New record: 6 minutes

Lead-gen circa <2005

MARKETING SALES

Branding & awareness Sales reps found buyers, diagnosed pain, & prescribed solutions

Lead-gen 2015

MARKETING SALES

Branding & awareness Close the dealProspects diagnose their own pain, prescribe their own solutions, & short-list vendors

THINK LIKE A MEDIA COMPANY You’re Stronger than You Think

Enterprise Software Example• Software life of 5 years = 20% of

companies changing each year • 90 day evaluations = 25% of year • (20% companies)*(25% of time) = 5%

of marketplace looking @ any time • 1% email CTR of 5% = 0.05% chance

catching someone in the market

Doing the “Lead-gen” math

Enterprise Software Example• 100% of companies are either in

buying mode or not

• 100% of companies have goals and challenges

• 100% of companies have employees – Trying to achieve goals – Trying to solve challenges – Trying to get promoted

Doing “Media” math

Persona based

Departments

Multi-media

BUILDING AN AUDIENCEYou’re Stronger than You Think

If a tree falls…

Train your audience: Frequency, medium, & length

Audience 1st (by persona)

Product 2nd

Ummmmm…. Wow!

Building Audience

MONETIZE YOUR AUDIENCEYou’re Stronger than You Think

Events

Advertising

Resources

Summary

• Not all of your prospects are shopping right now • The market leader will find a way to engage ALL

prospects before, during, and after the sale… they become media companies

• Choose channel(s) and mediums your audience prefers • Publish and promote great “campaign” content • Publish and promote great “conversion” content and

gate for lead conversion