leveraging content marketing to boost business development

Leveraging Content Marketing Boosting Business Development

A new blended system for making it all happen

October 30, 2014

THE JOURNEY

Your companyYour team

You

We Live in a Mobile & Social Media World

Decision-Making is Changing and Problems are More Complex

Traditional Marketing Channels are Losing Effectiveness

Interrupting vs. Attracting

PUSH PULL

Traditional Sales Skills are Losing Effectiveness

From Closing…to Connecting

OLD SKILL SET

Assessing needs

Being a Road Warrior

Working longer, harder

Seducing

Persistence

Can “work” that phone

Closing

NEW SKILL SET

Listening for problems to be solved

Selecting “smart clients”

Assembling knowledge & intelligence

Engaging

Prioritizing

Leverages the ecosystem/collaborates

Connecting

Sales Teams Must Evolve their Account Development Tactics

Traditional Sales & Marketing Model is Evolving

This is driven by changes in prospect behaviors

OLD NEW

You Must Authentically

Connect

…Before…During…After

a Meeting

What Happens when you Ignore Online Marketing?

We existWe’re teaching you what we knowWe’re influencing your perception

We’re showing you how we can make an impact

PROSPECTS CHOOSE TO ENGAGE

THE PATH

AN EXAMPLE

We existWe’re teaching you what we knowWe’re influencing your perception

We’re showing you how we can make an impact

PROSPECTS CHOOSE TO ENGAGE

THE PATH

It’s About Inserting Content Marketing throughout this Process

YOU MUST EVOLVE

But How?

Evolving to a new blended/collaborative model

Marketing• Thinking like a

publisher• ASK DIFFERENT

QUESTIONS• Creating & sharing

impactful information• Telling the company

story• Working to increase

exposure in search engines

• Feeding the sales team

Sales• Identifying “smart”

clients• Developing multiple

paths to connection• Connecting and

engaging

• Feeding the marketing team

How are Sales & Marketing Working Together?

Project Managing the ProcessCOMMIT

• Start with messaging

• Create a simple list of themes you want to talk about

regularly

• Talk about frequency of posts

• Establish a regular meeting time

• Try extracting information multiple ways, be diligent,

don’t easily give up

This is About TEAMWORKEvolving to a new blended/collaborative model

• Does the executive team “buy in?”

• Who are your sources?

• Who uncovers client intelligence?

• Who is the point person?

• Who can do the writing?

• Who can manage social media?

AMTS ExampleThink holistically

• Constructing an Intelligent Tomorrow

• Want to be known for:

Specialty construction solutions

Community work/involvement

Company growth

Industry expertise

Racing sponsorship

Christian values

Establish a Consistent Content MixThink holistically

• Every single week:

AMTS News story

Community News story

Job postings

Chaplain blog post

Industry News story

• Posted to the website, company social media pages, key

leadership LinkedIn accounts

ExecutionTEAMWORK

• Ongoing “open items” list tied to the desired content mix

• Weekly meeting with Senior Vice President

• He assigns a point person for each story for us to follow-up

with

• We handle follow-up and writing of the first draft

• SVP shepherds the approval process

• An internal marketing admin posts and monitors all social

media channels

ImpactWhat it’s all about…

• Changed people’s perceptions about their capabilities

• They draw a higher level of quality traffic to their website

• They receive more than 250 job applications through their

website annually

• Most importantly, across their leadership team, EVERYBODY

thinks about how they can leverage marketing differently…

Consistent

Committed

Confident

You’re Building a Flywheel