6. #SMCDallas @MikeDMerrill
B2B Buyers Are More Informed
#
57% of a typical purchase decision is made before a customer even
talks to a supplier
Source: Corporate Executive Board
10. #SMCDallas @MikeDMerrill
A Few Key Data Points
“
58%
6
Plan to increase their content marketing
budget in next 12 months
42%
Social media distribution channels
Consider themselves effective
11. #SMCDallas @MikeDMerrill
Content Marketing Usage by Tactic
• Too much focus on every
platform and tactic
• Infographics saw the largest
jump with 51% utilizing vs. 38%
last year
• Determine how each tactic
facilitates the buying process
12. #SMCDallas @MikeDMerrill
10 Content Marketing Ideas to Get Started
1. Top customer service issues and complaints
2. Main objections sales reps receive
3. FAQ eBook or blog post
4. Content related to best performing search keywords
5. How customers are using your product in a unique way
6. Employee profiles - especially execs
7. Slideshare
8. Survey results
9. Live blog of this event or any related to your industry
10. Customer case studies and testimonials
14. #SMCDallas @MikeDMerrill
Customers choose you
Leads contact you
Customers book & buy
Time to Align Content to Buying Journey
Prospects discover youwhen they search, surf & socialize [then they click to visit]
when your website makes a good impression
when you stand out with good, timely follow-up
when you provide a great customer experience
16. #SMCDallas @MikeDMerrill
7%
of visitors contact you
[call, email, form]
30%
of contacts become
active leads interested
in buying
30%
of leads convert
into customers
1,000 Visitors
70 Contacts
21Leads
6 Customers
66,000 Prospects
1.5%
of prospects click to
visit your Website
DiscoverContactChoose
Simple Marketing Math
Small changes
make a BIG
impact on your
customers
and profits
17. #SMCDallas @MikeDMerrill
7%
of visitors contact you
[call, email, form]
30%
of contacts become
active leads interested
in buying
30%
of leads convert
into customers
1,700 Visitors
119 Contacts
36Leads
11 Customers
66,000 Prospects
2.5%
of prospects click to
visit your Website
DiscoverContactChoose
Understanding Marketing Math
1% increase in
visitors to your
website results in
almost 100%
increase in
customers and profits
Source: Marketing Sherpa
18. #SMCDallas @MikeDMerrill
Buyer Needs at Each Stage
• Recognize problem or issue
• Want to change status quo
• Gain confidence in right product/service selection
• Understand ROI of each to build business case
DISCOVER
Surfing, Searching
and Socializing
CONSIDER
Researching and
Evaluating
BOOK/BUY
Getting Estimates
and Purchasing
REPEAT
Sharing Experiences
And Buy Again
• Explore possible solutions
• Define short list of providers
• Commit to change
20. #SMCDallas @MikeDMerrill
• Ebooks & guides
• Quizzes, Assessments & widgets
• Newsletters
• Demo videos
• Webinars
• Industry analyst reports
• Testimonials
• Case studies
• Live or in-person events
RESEARCHING AND EVALUATING
Key leading indicators:
• Click-throughs, open rates
• Downloads
• Inquiries, form submits
• Database growth
Contact & Choose Phase: Recommended Content
21. #SMCDallas @MikeDMerrill
Book/Buy Phase: Recommended Content
• Live or in-person events
• ROI Calculators
• Pricing guides
• Total cost of
ownership toolsGETTING ESTIMATES AND
PURCHASING
Key leading indicators:
• Qualified Leads
• Booked Appointments
• Opportunities
• Pipeline size
• Closed Deals
22. #SMCDallas @MikeDMerrill
Recommended Content Summary
REPEAT
Sharing Experiences
And Buying Again
BOOK/BUY
Getting Estimates
and Purchasing
Buying Stage Buyer Needs Recommended Content KPIs
Discover
• Recognize problem or issue
• Want to change status quo
• Blog Articles
• Infographics
• Ebooks & Guides
• Assessments & Quizzes
• Meme Marketing
• Videos
• Webinars
• Traffic, page views, time onsite
• Downloads
• Inbound links, page rank
• Fans, followers
• Mentions, comments, shares
Consider
• Explore possible solutions
• Define short list of providers
• Commit to change
• Ebooks & Guides
• Quizzes & Widgets
• Newsletters
• Demo Videos
• Webinars
• Industry analyst reports
• Testimonials
• Case studies
• Click-throughs, open rates
• Downloads
• Inquiries, form submits
• Database growth
Book/Buy
• Gain confidence in right product/service
selection
• Understand ROI of each to build business case
• Live or in-person events
• ROI Calculators
• Pricing guides
• Total cost of ownership tools
• Qualified Leads
• Booked Appointments
• Opportunities
• Pipeline size
• Closed Deals
23. #SMCDallas @MikeDMerrill
Build Buyer Personas to Tailor Content Needs
1. Title: Dentist
2. Role: Owner
3. Age: 48
4. Sex: Male
5. Education: Doctorate
6. Experience: 14Years
7. Marketing experience: YP, Valpak, Local pubs, Direct Mail
8. Goals: Lower cost to acquire more patients,
spend less time worrying about marketing
9. Challenges: Determining the ideal marketing strategy, understanding the
latest in online marketing
10. Needs: Transparent ROI, fewer vendors to manage (single source), face to
face sales rep to educate/inform
25. #SMCDallas @MikeDMerrill
Best Practices for Content Promotion
5
Consider Promoted Posts / Sponsored posts / FB Custom Audiences /
FB Lookalike Audiences / LinkedIn Sponsored Posts / Twitter Cards
1 Use perfectly formatted images on social channels
2 Make sure the first 100 characters are the most crucial
3 Shorten URLs
4 Use UTM Strings for Google Analytics
27. #SMCDallas @MikeDMerrill
Customer Journey
The sum of all the brand experiences that a customer
will engage in over time.
[kuhs-tuh-mer] [jur-nee]
1
2 A customer’s unique path in a brand relationship.
29. #SMCDallas @MikeDMerrill
Do you know
who your
customers are?
Do you know
where they are in
their journey?
Are you driving an
engagement strategy
to move them along
that journey?
Are you able to
measure the
impact on your
business goals?
Four Questions
35. #SMCDallas @MikeDMerrill
Recommended Reading
1. B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends–North America
http://bakn.me/1oPvwPZ
2. 4 Questions Answered about Buyer Personas
http://bakn.me/Wzg0Ew
3. 7 Ways to Research Your Buyer for Content Marketing
http://bakn.me/11rQ4PA
4. The Content Grid v2
http://bakn.me/VjYo4k
5. The Content Match Game: Tips for Better Content Alignment Throughout the Buying Cycle
http://bakn.me/YfSFhP
6. Optimize Content Marketing by Facilitating the Buyer’s Journey
http://bakn.me/Ug6s1k
7. Step-by-Step Templates for Mapping your B2B Content
http://bakn.me/11c220A
8. The Content To Consumer: Aligning & Automating the Delivery of Content according to the Buyer Stage
http://bakn.me/TwTsDS
9. Content Mapping for a Buyer-Centric Content Strategy
http://bakn.me/TvSozG
10. Optimize B2B Content Across the Sales Cycle
http://bakn.me/11CpKSQ
Notas do Editor
So now, the marketing cloud [click]
…is the ExactTarget Marketing Cloud.
The ExactTarget Marketing Cloud includes email, mobile, social, web, marketing automation, data & analytics and a platform and tools for building custom apps and running 3rd party apps from the ExactTarget AppExchange.
The ExactTarget Marketing Cloud is includes Radian6, Buddy Media and Social.com. They are now part of the ExactTarget Marketing Cloud. We are 100% committed to these products had have major releases coming out soon.
*Attention: These challenges are not set in stone so you may edit the above text. Feel free to repurpose other challenge slides from the other vertical slide decks found in Salesforce.
Based on internal and external research we found that the 4 most Common Challenges faced in the Technology Industry:
Leverage Customer Data
Generate High Quality Leads
Optimize Customer Engagement
Manage Cross-channel Communications
The proliferation of platforms have lead to memes like this. To help explain how one would use each platform whether it be a consumer or a business
Every year the Content Marketing Institute and MarketingProfs collaborate on a report that talks about Benchmarks, Budgets and Trends in Content Marketing.
Let’s just look at a few of these telling stats
58% of B2B Marketers plan to increase their budgets on content marketing up 4% from last year
Average use 6 social media channels: up from 5 last year
42% of B2B Marketers consider themselves effective at content marketing up from 36% last year
44% outsource B2B content creation
Let’s look at Content Marketing Usage by Tactic, a graph out of the CMI/Marketing Profs report:
- All Content tactics are being used more frequently with research reports, videos, and mobile content sing the largest increases
With the help of Penguin and Panda, authentic content became paramount. Not only are we trying to support all this tactics and platform but we also need to drive engagement to drive Edge Rank and SEO
Many are struggling to measure social media effectiveness
But it’s not about publishing more content it about publishing the right content at the right time for the right person. It’s time to apply a growth hackers mentality to the value of the content you create.
Let’s consider a simple buying funnel for a buyer online
Describes the marketing and sales process of turning prospects into customers.
Include slide not on how to articulate the percentages
Include slide not on how to articulate the percentages
So let’s look at the recommended formats
So let’s look at the recommended formats
So let’s look at the recommended formats
Definition: an in depth profile representation of the buyer audience that influences/makes the purchasing decision for the product and services that you are trying to market.
Hubspot Definition: Buyer personas are fictional representations of your ideal customers. They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.
This is just one persona. For complex solutions you could have numerous personas that impact the sales: initiator, influencer, end-user, buyer, decision-maker, gatekeeper
Each Persona will have different questions at each stage of the buying cycle. So you can see there is plenty of work to be done
Here we could have persona’s for each person’s role in an enterprise sale
Imagine that someone comes to your website and registers for a webinar or downloads an ebook. Then based on their profile and amount of time spent on site you decide to drop them a direct mail or send an email. With both of these channels you want to be able to track if the person engaged and based on that engagement trigger another action.
Key Take Away:
Marketers need to understand their customers to build and optimize personalized customer journeys.
ACTION: Conduct discussion around where customer/prospect is in building customer journeys
Talk Track
I would encourage you to think about four key things.
First, how much do you know about your customers? Are you aggregating browsing, subscriber, social and mobile data to get 360 view of your customer? This is the critical first step in optimizing every step of the customer journey.
Second, are you able to identify where your customers are in the buying process? Are they simply evaluating or are they are loyal repeat customer?
Do you have a strategy for optimizing every point of interaction along this journey? Once you know where they are in the process, map out a strategy to optimize every step of the customer journey
And finally, are you able to measure the impact of your communications and messaging?
Lets talk about how we can maximize every step of the journey so you can reach your business goals and objectives.
But how do you pull all of these channels together?
There are three capabilities above all others we believe marketers need to become a customer company.
Know your customers with a single view of customer data.
Know where your customers are in their journey with your organization … and then be proactive with where you want your customers to be by managing, literally, the customer journey.
Optimize how content is created and delivered across all customer communication channels.
These three powerful ideas are the fabric of the marketing cloud. This is what we are building … this is where we are going.
Definition: an in depth profile representation of the buyer audience that influences/makes the purchasing decision for the product and services that you are trying to market.
Hubspot Definition: Buyer personas are fictional representations of your ideal customers. They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.
This is just one persona. For complex solutions you could have numerous personas that impact the sales: initiator, influencer, end-user, buyer, decision-maker, gatekeeper
Each Persona will have different questions at each stage of the buying cycle. So you can see there is plenty of work to be done