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Copyright © 2013, J. Damico Marketing Communications

B2B Content Marketing: How marketing & sales alignment drives revenue.

www.jdamico.net@copywriter4u

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B2B Buy Cycle…


Awareness Consideration Purchase Retention

I t ’ s n o t re a l l y a f u n n e l . I t ’ s m o re o f a j o u rn e y …

Content Drives the B2B Buy Journey



A l o n g t h e j o u rn e y b u y e r s c o n s u m e c o n t e n t …

“ 8 7 % o f b 2 b b u y e r s s a i d o n l i n e c o n t e n t h a s e i t h e r a m a j o r o r m o d e r a t e i m p a c t o n v e n d o r p r e f e r e n c e a n d s e l e c t i o n . ”

Source: CMO Council Survey, April 2013 via BtoB Magazine, June 3, 2013

http://www.btobonline.com/apps/pbcs.dll/article?AID=/20130603/ADVERTISING13/306039998/cmo-council-study-content-has-significant-impact-on-buying-process

B2B Marcom Creates Content



M a rc o m p ro d u c e s , p u b l i s h e s a n d p ro m o t e s c o n t e n t t h ro u g h c o n v e n t i o n a l a n d s o c i a l c h a n n e l s .

C o n t e n t t y p e s F a c e - t o - f a c e

S o c i a l c h a n n e l s

Content Is the New Currency


“ I t t a k e s a n a v e r a g e o f 1 0 m a r k e t i n g t o u c h e s f o r a n u n q u a l i f i e d l e a d t o b e c o m e a c l o s e d - w o n d e a l . ”

Source: Trip Kucera, Aberdeen Research Senior Research Analyst, Marketing Effectiveness and Strategy, June 2013 DemandGen webinar, “Getting Content Marketing Right.”

http://www.demandgenreport.com/industry-resources/web-seminars/2162-getting-content-marketing-right-right-stage-right-persona-right-content.html



A Cacophony of Content…



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p e r s o n a l ( a f f e c t i v e ) q u a l i t y

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Let’s Break Down Content by Cycle Phase



57%5 7 p e rc e n t o f t h e b u y i n g j o u rn e y i s c o m p l e t e

b e f o re a v e n d o r i s c o n t a c t e d .

Source: Joint study conducted by Corporate Executive Board and Google, 2012.

Early Stage Content Drives Leads


AwarenessConsideration Purchase Retention

Ear l y s tage content

• B r i e f

• A t t e n t i o n - g e t t i n g

• Le s s p e r s o n a l

>>>Dr ives leads

Early Stage: High Volume; Low Engagement; Less Personal



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Mid-Stage Content Drives *QSO


Awareness C o n s i d e r a t i o n Purchase Retention

Mid-s tage content

• M o re d e t a i l e d

• E n g a g i n g / n u r t u r i n g

• M o re p e r s o n a l / m o re re l e v a n t

>>>Dr ives QSO (*qua l ified sa les

oppor tun i ty )

Mid-Stage: Less Volume; More Engagement, Personal



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Conversion to Qualified Sales Opportunity (QSO)



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Q S O

C o n t e n t v o l u m e

E n g a g e m e n t

Content marketers convert at a rate of 7.6% compared to 1.0% who

don’t use content marketing.Source: Aberdeen Group

Late-Stage Content Helps Close Deals


Late -s tage content

• E xe m p l i f y ex p e r i e n c e o f w o r k i n g w i t h y o u r c o m p a n y

• O ff e r- re l a t e d / g re a t e r re l e v a n c e

• H i g h l y p e r s o n a l

>>>Suppor ts c los ing dea ls

Awareness Consideration P u r c h a s e Retention

G r e a t e s t c o l l a b o r a t i o n b e t w e e n m a r k e t i n g a n d s a l e s .

Late Stage: More Personal; Higher Engagement



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Once closed the sales/service cycle begins



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m a r c o m s a l e s & s e r v i c e

Q S O

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B2B Content Takeaways

• Driving QSOs and closing deals requires close marcom / sales collaboration in the consideration and purchase phases

• Content marketing is proven to convert more contacts to Qualified Sales Opportunities (QSOs).

• More on Content Marketing Framework:– Eloqua / Jess3 Infographic


*Source: CMO Council Survey, April 2013 via BtoB Magazine, June 3, 2013

http://media.eloqua.com/images/The-Content-Grid-v2.jpg

http://www.btobonline.com/apps/pbcs.dll/article?AID=/20130603/ADVERTISING13/306039998/cmo-council-study-content-has-significant-impact-on-buying-process


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Download - B2 b content-marketing-drives-revenue

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