Slide 5.1. Topics Covered Highlight key learnings from chapters 1 – 7 of Ardath Albee’s book...
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Transcript of Slide 5.1. Topics Covered Highlight key learnings from chapters 1 – 7 of Ardath Albee’s book...
![Page 1: Slide 5.1. Topics Covered Highlight key learnings from chapters 1 – 7 of Ardath Albee’s book Please note – listening to this lecture does NOT replace.](https://reader035.fdocuments.in/reader035/viewer/2022062722/56649f2b5503460f94c45d73/html5/thumbnails/1.jpg)
Slide 5.1
Video 12 Key Messages from Ardath Albee’s Book Chapters 1 - 7
IBMS Semester 6b Fall 2013
Mr. George Szanto
![Page 2: Slide 5.1. Topics Covered Highlight key learnings from chapters 1 – 7 of Ardath Albee’s book Please note – listening to this lecture does NOT replace.](https://reader035.fdocuments.in/reader035/viewer/2022062722/56649f2b5503460f94c45d73/html5/thumbnails/2.jpg)
Topics Covered
• Highlight key learnings from chapters 1 – 7 of Ardath Albee’s book
• Please note – listening to this lecture does NOT replace the need to read the book!
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Purpose of Albee’s Book
• Show you how to create and use online content and communication strategies to capture an hold the attention of your prospects
• Demonstrate how properly executed eMarketing help you succeed in closing complex B2B sales cycles
![Page 4: Slide 5.1. Topics Covered Highlight key learnings from chapters 1 – 7 of Ardath Albee’s book Please note – listening to this lecture does NOT replace.](https://reader035.fdocuments.in/reader035/viewer/2022062722/56649f2b5503460f94c45d73/html5/thumbnails/4.jpg)
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eMarketing Rewards for your company
• Interactive dialogs• Intelligence-Enhanced listening• Increased demand• Higher trust (built up by engagement)
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eMarketing Rewards for prospects & customer
• Valuable, convenient knowledge• Increased confidence• Useful conversations• Higher credibility
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Create a Buyer Synopsis -1
1. Select Problem to Solution Scenario for a Specific Persona– Don’t forget to include influencers
associated with persona as consensus is needed
2. Determine what kinds of information persona needs during the 4 critical buying stages
![Page 7: Slide 5.1. Topics Covered Highlight key learnings from chapters 1 – 7 of Ardath Albee’s book Please note – listening to this lecture does NOT replace.](https://reader035.fdocuments.in/reader035/viewer/2022062722/56649f2b5503460f94c45d73/html5/thumbnails/7.jpg)
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Create a Buyer Synopsis -2
3. Assign What Prospects Need to Know in each critical buying stage
– A. Status quo to priority shift– B. Researching options– C. Step backs to options– D. Validation of choice
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Create a Buyer Synopsis -3
4. Map appropriate content to specific persona needs to each step of the critical buying stage– Explained in detail in chapter 5 of book
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Nurturing Complex B2B sales
• Consistency of stories across online channels
• Use content to create conversation• Leverage the interactive conversations,
using rich media intelligently
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Capitalize on Cause• Definition of cause in a complex B2B sale:
– Whatever compels a prospect to actively seek resolution for a problem that your company’s product/solution addresses
• You must know your prospect’s buying cycle!
• Create content that pulls prospects forward (increase commitment with every interaction)
• Focus on 1 thing at a time
![Page 11: Slide 5.1. Topics Covered Highlight key learnings from chapters 1 – 7 of Ardath Albee’s book Please note – listening to this lecture does NOT replace.](https://reader035.fdocuments.in/reader035/viewer/2022062722/56649f2b5503460f94c45d73/html5/thumbnails/11.jpg)
End of Video - Thank you