Buyers have changed.

Disclaimer: Use of social media company icons is for instructional purposes only and in no

way implies an association or partnership with any of the individual companies, or approval,

sponsorship, or endorsement by any of the individual companies.

Yesterday’s approach:

“GET IN THEIR FACE” when they’re not looking. Today’s approach:

“GET FOUND” when they are looking.

Top 3

That means

you need to

be here…

…and here…

…and here…

…and here…

8

…and don’t

forget here…

HOW?

thinking like a

marketer or

advertiser…

…START thinking

like a

publisher and

socializer.

…start creating content your buyers will love.

Content that is that is

meaningful and relevant

including:

• Top-notch blog articles

• New market data

• Industry research, reports, &

studies

• Educational content

© 2013 FullQuota. All rights reserved.

HOW?

Understand

your target

buyer

persona!

1

Have unrelenting demands on

their schedule

Spend most of their time in

meetings

Hate being pitched

Need to sell decisions internally

Trust their peers and inner circle

Are very quick studies

Understand why executives are different

Return on time invested

Outcomes-based content and

conversation

Prescriptive value and case-based

discussions

Peer input and relationships

Connection to experts and high-

value thinking

And what executives value

Map your

content to your

target buyer

persona!

2

Awareness (TOP) Prospect knows there’s a problem

that needs to be solved

Consideration (MIDDLE) Prospect recognizes a need for a

solution like yours

Purchase (BOTTOM) Prospect seeks solution to their

need; ready to buy

VAGUE NOTION

OF ‘POSSIBLE’

SOLUTION

INTERESTED IN

A SOLUTION

RESEARCHING

VENDORS

EVALUATING

PRODUCTS

NARROWING

FIELD

REFERENCE

CHECK

NEGOTIATING

PURCHASE

SUBSCRIBE

OPEN

VIEW

SHARE

FOLLOW

DOWNLOAD

PARTICIPATE

INQUIRE

ENGAGE

PIPELINE STAGE B

UY

ER

’S O

BJE

CT

IVE

KEY OUTCOMES

DEMOS

eNEWSLETTER Q&A

WEBINARS ARTICLES

STEP-BY-STEP

EBOOKS

DEMO

VIDEOS

FAQ

SHEETS

DATA

SHEETS

ANALYST

REPORTS

ROI CALCULATORS

FEATURE

GUIDES

Q&A

EBOOKS

TREND

REPORTS

STEP-BY-STEP

WEBINARS

CASE

STUDIES

CUSTOMER

TESTIMONIALS

PRICE

GUIDES

CHECKLISTS

Create an editorial calendar

3

People process information better in bite-sized chunks.

Schedule your content a little bit at a time…

Content Progression Schedule Outcome

Email industry trend report Day 1 Open, Share,

Download

Publish industry trend report messages to Twitter, Facebook Pages,

and LinkedIn Groups

Day 1, 5, 7, 10, 13, 15,

21, 22, 23, 24, & 25

Share , Download

Send weekly e-newsletter Day 7 Open , Share

Send weekly e-newsletter Day 14 Open, Share

Send personal invitation to attend industry trend webinar Day 20 Attend

Publish industry trend webinar messages to Twitter, Facebook Pages,

and LinkedIn Groups

Day 20, 22, 24, 26, 27,

28, 29, & 30

Share, Attend

Send weekly e-newsletter Day 23 Open

Send link to recorded industry trend webinar Day 30 View

Publish industry trend webinar recording messages to Twitter,

Facebook Pages, and LinkedIn Groups

Day 30, 32, 34, 36, 38,

& 40

Share, Listen

Send weekly e-newsletter Day 30 Open

Personal invitation to attend product demo webinar Day 60 Attend, Convert

Publish product webinar messages to Twitter, Facebook Pages, and

LinkedIn Groups

Day 60, 62, 64, 66, 68,

70, 71,72, 74, &74

Share, Attend,

Convert

Start creating meaningful and relevant content

4

Content DOs:

1. Focus on topics relevant to your buyer’s role and current challenges

2. Summarize, summarize, summarize

3. Hard facts = credibility … and credibility is key

4. Pick the right channel

5. Push beyond common wisdom and top-of-mind trends

1. Don’t be boring.

2. Don’t just wing it – follow your plan!

3. Don’t use content from the same one or two sources. Mix it up! It’s more interesting for your readers.

4. Don’t just start the process and then never critique it again. You have to continually tweak it.

5. Don’t be afraid to try new things.

Content DON’Ts

Optimize your content 5

Understand what motivates Google (as well as bing and Yahoo)

Help Google decide.

f(n) = Authority + Relevance

Ranking Algorithm

On-Page SEO Off-Page SEO

Creating exceptional and unique

content is the key to getting found!

Socialize your content 6

Pick the right channels.

?

6a

Channel #1: Blogging

Blog, and blog often.

Channel #2: LinkedIn

LinkedIn is a must

for B2B marketers.

Channel #3: Facebook

Facebook is an effective

B2B marketing tool. It’s

just not as good as some

of the others (yet!).

Channel #4: Twitter

SOURCE: EMARKETER, APRIL 2011

Twitter = influence. Start tweeting relevant, original

content you want to be shared!

Channel #5: Paid Search

Paid search is a great way to get your content found fast.

Organic is still best long term!

Channel #6, 7 & 8: Google+ Pinterest Instagram

2 1 2 3 1 53 110 1 3 5 1

share tweet email +1

Make content easy to share BLOGS │ EBOOKS │ WEBINARS │ DEMOS │ NEWSLETTERS │ EVERYTHING!

6b

Understand Your Buyer 1

Map Your Content 2

Create an Editorial

Calendar 3

Let’s recap Create Meaningful

Content

4

6 Socialize Your Content

5 Optimize Your Content

Visit .com or

Email reed.overfelt@fullquota.com

ARE YOU READY TO

YOUR MARKETING? TRANSFORM

SCHEDULE A CONSULTATION TODAY

Prepared by FullQuota on behalf of Microsoft

ALL THE WAY

• Slide 3 - Courtesy of Stéfan http://www.flickr.com/photos/st3f4n/

• Slide 4 - Purchased from iStockphoto http://www.istockphoto.com/license

• Slide 5 - Courtesy of epSos.de http://www.flickr.com/photos/epsos/4962823635/sizes/l/in/photostream/

• Slide 7 - Purchased from iStockphoto http://www.istockphoto.com/license

• Slide 8 - Screenshot taken by YMKM Agency, LLC

• Slide 13 - Purchased from iStockphoto http://www.istockphoto.com/license

• Slide 14 - Courtesy of free-desktop-backgrounds http://www.free-desktop-backgrounds.net/Miscellaneous-pictures/Signs-wallpaper-

images/Stop-sign.html

• Slide 15 - Purchased from iStockphoto http://www.istockphoto.com/license

• Slides 16-18 - Purchased from iStockphoto http://www.istockphoto.com/license

• Slide 19 - Social icon graphic created by YMKM Agency, LLC; Mouse image courtesy of Microsoft clipart

• Slide 20 - Courtesy of FullQuota

• Slide 22 - Purchased from ShutterStock http://www.shutterstock.com/licensing.mhtml

• Slide 24 - Purchased from iStockphoto http://www.istockphoto.com/license

• Slides 25-27, 58 - Courtesy of Microsoft clipart + YMKM Agency LLC illustration

• Slide 29 - Screenshot taken by YMKM Agency, LLC

• Slide 41 - Purchased from iStockphoto http://www.istockphoto.com/license

• Slide 50 - Social icon graphic created by YMKM Agency, LLC; Hand image purchased from iStockphoto http://www.istockphoto.com/license

• Slides 52, 59, 62 – Courtesy of Social Icon Studio http://www.socialiconstudio.com/2010/11/3d-side-view-free-social-icons.html

• Slides 63, 68 - Courtesy of IconFinder http://www.iconfinder.com/icondetails/58857/128/facebook_icon

• Slides 69, 76 - Courtesy of IconArchive http://www.iconarchive.com/show/vector-twitter-icons-by-iconshock/twitter-3d-icon.html

• Slide 77 - Purchased from iStockphoto http://www.istockphoto.com/license

• Slide 79 - Purchased from iStockphoto http://www.istockphoto.com/license

• Slide 82 - Purchased from iStockphoto http://www.istockphoto.com/license

• Slide 86 - Courtesy of Stéfan http://www.flickr.com/photos/st3f4n/

• Slide 98 - Courtesy of wallygrom http://www.flickr.com/photos/33037982@N04/6178912266/sizes/o/in/photostream/

• Slide 99 - Courtesy of miniOnion http://www.flickr.com/photos/minionion/5927628227/sizes/l/in/photostream/

Image Sources