content marketing: enough about us! let’s respect the audience
TRANSCRIPT
LET’S START
RESPECTING THE AUDIENCE
1. Understand your audience 2. Get to know the customer
3. Listen! 4. Develop a content plan
THE STARTING POINT
“Having an audience is a privilege, not a right. It’s exactly like wearing Spandex.” -Peter Shankman
[A specific type of companies] generating [this
amount] in sales and who allocate approximately
[this budget] a year for [the business area you have
a valuable offering].
DEF INE WHO NEEDS YOU AND WHY
THEN DEFINE KEY PERSONAS
Buyer
Prestige
Career Security
Social needs
Personality
Beliefs
WHY PEOPLE BUY?
B2B Buyer Trait Rule of Engagement
Connected Publish Deep and Wide
Impatient Efficient Self-Service
Elusive Measure, Model & Move
Impulsive Lifecycle Marketing
Informed Consultative Selling
Only human Trust
B2B buyer traits & Rule of engagement (York 2012, 4)
B2B BEHAVIORAL TRAITS
8. Performance review
7. Order-routine specification
6. Supplier selection
5. Proposal solicitation
4. Supplier search
3. Product specification
2. General need description
1. Problem recognition
Business buying process (Kotler & Armstrong 2012, 200)
HOW DO MY CUSTOMERS PREFER TO BUY?
• B2B buyers are on average 60% through the buying process before engaging a salesperson.
• This means that the Internet gives the B2B buyer control over the buying process by allowing the her to regulate the flow of information.
• A business strongest strategy is to enable efficient self-service for the prospect by giving access to its content.
MORE ABOUT BEHAVIORS
ENABLE THE JOURNEY
REMEMBER TO MEASURE
REMEMBER TO MEASURE
BUT NOT EVERY RANDOM THING!
METRICS MATTERS SO
CHOOSE WISELY
AND KEEP THEM RELEVANT
Stage Objec*ve Methods Metrics Metric Objec*ve Tools
Marke&ng Produce leads Brand awareness
SEO, SEM, SMM, Display, Content, Email Tradi&onal only for high QA prospects
Site visits: • How many? • From where? • When?
BeIer target marke&ng
Google Analy&cs
Leads Get poten&al customer to register and try product Offer free trial Support customer during trial
Beta signups Purchases
Targe&ng sales Learn about customer needs Iden&fy segments Improve acquisi&on
Monitoring func&ons in the product and sales systems
Prospects Help prospects via phone and website content to understand the value of the product Mo&vate prospects to research product literature
Content Marke&ng Telemarke&ng
Amount and quality of sales calls. Web analy&cs: • Visited sites • Downloaded materials • Time on site
Improve website and sales opera&ons
Google Analy&cs CMS Sales support systems (CRM)
New customer Close the deal Signed contracts SLAs Billing Op&ons Support
Sales Volume ASP Sales Cycle Length CAC
Improve sales opera&ons Reduce complexity of sales process
Sales support systems (CRM)
Deployment Create good customer rela&onship by helping in the deployment
Offer support services Offer addi&onal training and consulta&on services
Number of support requests User feedback Volume of service sales
Improve deployment process Improve customer support Increase service sales
-‐
AYer sales Renew exis&ng contracts Keep customer rela&onship ac&ve by having regular contact with customer
Churn ARC NSAT
Target aYer sales Collect informa&on to extend CLV
Monitoring func&ons in the product and sales systems
Community Create awareness and cri&cal mass (WOM) Channels for users and devs to exchange ideas APIs
Following the community Social media engagement
Get customer feedback Create new products & features
SMM Analy&cs System
Work
the Funnel, Sell the Jo
urney
Stage Objec*ve Methods Metrics Metric Objec*ve Tools
Marke&ng Produce leads Brand awareness
SEO, SEM, SMM, Display, Content, Email Tradi&onal only for high QA prospects
Site visits: • How many? • From where? • When?
BeIer target marke&ng
Google Analy&cs
Leads Get poten&al customer to register and try product Offer free trial Support customer during trial
Beta signups Purchases
Targe&ng sales Learn about customer needs Iden&fy segments Improve acquisi&on
Monitoring func&ons in the product and sales systems
Prospects Help prospects via phone and website content to understand the value of the product Mo&vate prospects to research product literature
Content Marke&ng Telemarke&ng
Amount and quality of sales calls. Web analy&cs: • Visited sites • Downloaded materials • Time on site
Improve website and sales opera&ons
Google Analy&cs CMS Sales support systems (CRM)
New customer Close the deal Signed contracts SLAs Billing Op&ons Support
Sales Volume ASP Sales Cycle Length CAC
Improve sales opera&ons Reduce complexity of sales process
Sales support systems (CRM)
Deployment Create good customer rela&onship by helping in the deployment
Offer support services Offer addi&onal training and consulta&on services
Number of support requests User feedback Volume of service sales
Improve deployment process Improve customer support Increase service sales
-‐
AYer sales Renew exis&ng contracts Keep customer rela&onship ac&ve by having regular contact with customer
Churn ARC NSAT
Target aYer sales Collect informa&on to extend CLV
Monitoring func&ons in the product and sales systems
Community Create awareness and cri&cal mass (WOM) Channels for users and devs to exchange ideas APIs
Following the community Social media engagement
Get customer feedback Create new products & features
SMM Analy&cs System
Top Funnel Discovery
Mid-Funnel Consideration
Bottom Funnel Decision
Post Purchase Satisfaction
Work
the Funnel, Sell the Jo
urney
Work the Funnel, Sell the Journey
S/O to Matt Heinz for the phrase. We dig it!
ONE MORE THOUGHT
The basic needs of the buyer stay the same, only the behavior for meeting
those needs change through the journey.
About Angles Media
Angles Media is an early stage content marketing startup headquartered in Seattle, WA. Our mission is to empower businesses to be more effective at communicating their value to their potential customers.
We created Odyssey in an effort to support B2B companies to insightfully create the content that matters most. Odyssey is saving our customers hundreds of thousands of dollars each quarter in content production costs.
activateodyssey.com