leveraging content marketing to boost business development
TRANSCRIPT
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