b2b content marketing for your salesforce
TRANSCRIPT
© 2015 Mike Moran Group LLC
@biznologywww.biznology.com
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B2B Content Marketing for Your Sales Force
June 9, 2015
Mike Moran
© 2015 Mike Moran Group LLC@biznology | www.biznology.com
@tcpeter [email protected] 201-305-0055
Your moderator for today: Tim Peter
President of
Instructor at
Author at
© 2015 Mike Moran Group LLC@biznology | www.biznology.com
B2B Content Marketing for Your Sales Force
Thanks to our sponsors
Mike Moran
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© 2015 Mike Moran Group LLC@biznology | www.biznology.com
Your speaker for today: Mike Moran
Former Distinguished Engineer
A senior strategist at
Author of twopopular books onInternet marketing
Founder of
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@MikeMoran [email protected] 973-826-0744
© 2015 Mike Moran Group LLC@biznology | www.biznology.com
Our “target” is a person with interests
Sales
Marketing
They are both about targeting
They both must persuade through the process
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© 2015 Mike Moran Group LLC@biznology | www.biznology.com
Start asking the right questions—be a reporter
Who is contacting us?
What are they contacting us about?
Why are they contacting us?
When are they contacting us?
Where are they contacting us from?
How are they contacting us?
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© 2015 Mike Moran Group LLC@biznology | www.biznology.com
Every question is part of our Contact Circle
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© 2015 Mike Moran Group LLC@biznology | www.biznology.com
Some interesting points are at the intersections
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© 2015 Mike Moran Group LLC@biznology | www.biznology.com
What is more permanent? More temporary?
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© 2015 Mike Moran Group LLC@biznology | www.biznology.com
Personas are people; Journeys are situations
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© 2015 Mike Moran Group LLC@biznology | www.biznology.com
Personas help you target the right buyers
Sherwin• Early adopter
• Understands technology, but not business
• Unafraid to be different
• Cares what other techies think
• Decides slowly
• Persuaded by detailed facts
Demographics
Psychographics
Firmographics
Attitudes
Values
Aspirations
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© 2015 Mike Moran Group LLC@biznology | www.biznology.com
Personas help you target the right buyers
Sherwin• Early adopter
• Understands technology, but not business
• Unafraid to be different
• Cares what other techies think
• Decides slowly
• Persuaded by detailed facts
Different personas need different content
Which content moves Sherwin from Learn to Compare?
WhitePaper
Case Study
ProductSpecs
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© 2015 Mike Moran Group LLC@biznology | www.biznology.com
Can your sales people categorize their prospects?
Sherwin• Early adopter
• Understands technology, but not business
• Unafraid to be different
• Cares what other techies think
• Decides slowly
• Persuaded by detailed facts
Sales segments = Marketing personas
Do your sales people know their individual contacts to this degree?
Can you think of your market segments as personas?
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© 2015 Mike Moran Group LLC@biznology | www.biznology.com
Journeys reveal where the buyer is in the process
Just at the beginning?
Comparing solutions to each other?
Looking for offers?
Using one of your solutions already?
Different content is persuasive in different stages of the Client’s Journey
Compare
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© 2015 Mike Moran Group LLC@biznology | www.biznology.com
Connect your buyer’s journey and sales funnel
Learn
Compare
Buy
Get
Leads
Opportunities
Prospects
Customers
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© 2015 Mike Moran Group LLC@biznology | www.biznology.com
Metrics reveal the most persuasive content
Learn
Compare
Buy
Leads
Opportunities
Prospects
Customers
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WhitePaper
Case Study
ProductSpecs
© 2015 Mike Moran Group LLC@biznology | www.biznology.com
What do you do when you know the “right” content? When your target company is in a certain
part of the sales cycle…
…the content known to work at that stage of the Client Journey can be suggested for sharing by your CRM system
WhitePaper
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© 2015 Mike Moran Group LLC@biznology | www.biznology.com
But is it the right content for everyone? The “right” content is not one-size-fits-all
The right content for the right step of the Client Journey (or stage of Sales Funnel)
And for the right persona (or segment)
WhitePaper
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© 2015 Mike Moran Group LLC@biznology | www.biznology.com20
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