Content for leads lunch & learn 17th October 2013
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Content for Leads
description
Presentation delivered by Eve Whitaker from The Eight.
Transcript of Content for leads lunch & learn 17th October 2013
Content for Leads
Blog
Social
Media
Keywords
Pages
Calls-to-Action
Landing Pages
Forms
Lead Nurturing
Workflows
Lead Scoring
CRM
Integrations
Social Media
Calls-to-Action
Workflows
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
INBOUND MARKETING METHODOLOGY This diagram shows the stages of the buying cycle to increase sales with marketing .
From prospect to customer and some of the tactics used.
5 Key areas 1. Buyer Personas
2. NO SELLING
3. Content Paths…in English that’s Lead Nurturing!
4. Create it
5. WHERE ARE MY SALES!!
Just in case you need convincing
• Buyers are increasingly doing their own research
You are now invited into the sales process late into the deal
• Outbound response rates are dropping and cost per lead rising
• Sales teams are not consistently pitch your USPs
• We are already spending 25% of our budgets on content
So how can I be interesting to my customers (content) if we
(my competitors) are all talking about the same thing?
1. Buyer Personas
Think like this…
• What are their problems
• What results do they want
• What are their perceived barriers
• What is the journey
• How do they decide
Its not about YOU its about your CUSTOMER
60% of the sales cycle is over before a buyer talks to your sales person
Focus on how you can help NOT what you can sell
Resist selling think EDUCATE
3. Content Path
If Content is King
Context is God
PLEASE DONT LET YOUR SALES TEAM COLD CALL
WHEN YOUR PROSPECT IS IN A LEAD NURTURING PROCESS
A Few Stats
• YouTube is gaining popularity as a social media platform to reach and engage B2B audiences.
• 61% of marketers use marketing automation platforms, up from 43% last year.
• The vast majority (93%) of B2B marketers are creating content from scratch.
• Only 34% are syndicating/curating content, and just 30% are encouraging user-generated content.
3. Create It
Think Economies of Scale
From One White paper .. To… Article series Blog posts Video interview Slideshare Webinar Exec summary Infographic
5. Where are my sales!!
Inbound Marketing
More Traffic
More Leads
More Customers
‘Customers don’t want to be sold to, they want to buy from you’
