Video 12 Key Messages from Ardath Albee’s Book Chapters 1 - 7
11
Slide 5.1 Video 12 Key Messages from Ardath Albee’s Book Chapters 1 - 7 IBMS Semester 6b Fall 2013 Mr. George Szanto
description
IBMS Semester 6b Fall 2013 Mr. George Szanto. Video 12 Key Messages from Ardath Albee’s Book Chapters 1 - 7. 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!. - PowerPoint PPT Presentation
Transcript of Video 12 Key Messages from Ardath Albee’s Book Chapters 1 - 7
Slide 5.1
Video 12 Key Messages from Ardath Albee’s Book Chapters 1 - 7
IBMS Semester 6b Fall 2013Mr. George Szanto
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!
3
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
4
eMarketing Rewards for your company
• Interactive dialogs• Intelligence-Enhanced listening• Increased demand• Higher trust (built up by engagement)
5
eMarketing Rewards for prospects & customer• Valuable, convenient knowledge• Increased confidence• Useful conversations• Higher credibility
6
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
7
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
8
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
9
Nurturing Complex B2B sales
• Consistency of stories across online channels
• Use content to create conversation• Leverage the interactive conversations,
using rich media intelligently
10
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
End of Video - Thank you
