SlideShare uma empresa Scribd logo
1 de 19
Developing Customer-Centric Content:
    A Better B2B Marketing Clinic

 To make today’s session more practical we are looking at
      real-life examples from people in this session.
   If you are interested in participating in the next clinic
   or having an offline conversation about your content,
            contact me at nolin@brainrider.com
Resources For Better B2B Marketing
 Evaluate your Content, Website, & Programs with our
    Free Better B2B Marketing Checklist
                      &
         Enter your company to win a
     $5,000 Better B2B Marketing Audit
               Go to Brainrider.com/Nolin

  For more helpful B2B Marketing content, visit:
     @Brainrider
     www.linkedin.com/company/brainrider
     Resources: brainrider.info
     Articles: blog.brainrider.com
You Are
 Here
          Better Content is…
          •  Driven by objectives
          •  Customer-focused
          •  Demonstrates subject
             matter expertise
          •  Supports your programs
          •  Measurable performance
Better content!
is not about !
you.
Customers Want Content That
Helps Them Solve Problems…
…Aligned To Their Decision Making
                     If your
                                Define The          Evaluate            Negotiate
                  customer
                  wants to:      Problem           Alternatives         & Commit



                  They are      Education            Solution        Credentials &
                   looking      & Thought           & Product          Decision
                       for:     Leadership          Suitability        Support


                                                  • Need & Gap       • How to buy
                   Connect     • Trends &           Assessments      • Credentials
                      With       Statistics       • Solution         • Real case-use
                  Them By      • News & Analyst     comparisons        studies
                   Sharing       coverage
                    Subject                       • Implementation   • ROI/TCO
                               • Benchmarks         plans            • How to build
                     Matter
                  Expertise    • 101 Education    • Product            their business
                                                    roadmaps           case
Poll	
  #1	
  
Checklist For Better Content

      q  Be Customer-
          Focused

      q  Start with
          Light Content

      q  Make It
          Findable

      q  Measure What
          Works
1. Be Customer-Focused
1. Be Customer-Focused




Poll	
  #2	
  
2. Start With Light Content

  Light Content
•  Leverage “as-is”    •  Already approved
   content             •  Lower cost
•  Repurpose           •  Less effort
   existing content
                       •  Faster to produce
•  Use light formats
                       •  More to measure
•  Curate and share
   3rd party content
Leverage As-Is Content


              Existing
              Brochure
              4 Pages of
              Relevant &
              Valuable Subject
              Matter Expertise
              •  Resource Center
              •  Slideshare
              •  LinkedIn
Repurpose Existing Content
                        Asset/Topic                              Category    Format
                        SOURCE ASSET: Mobile Resource Management Solutions:
                        DS_MRM_SolutionsBro_FINAL.pdf
                        Managing mobile resources (MRM): 5 Route             1-page
                        pitfalls operators face planning,        Planning    download
                        tracking, routing, & dispatching mobile
      Brochure          resources
                        Routing, dispatch, & mobile tracking     Route       Checklist
     Repurposed         software: What to look for in an MRM Planning
     Into 6 Light       solution
                        Mobile Resource Management: 8            Performance Resource
       Content          benefits of a comprehensive planning, Management post
                        tracking, routing, & dispatching
       Assets           solution
                        SaaS MRM: The Advantages To A            Performance Resource
                        Software as a Service Approach for       Management post
                        operations & logistics specialists
                        Logistics and supply chain               Performance Blog post
                        management: update on mobile             Management
                        technology
                        Logistics software: how to integrate the Performance 1-page
                        power of real-time planning and          Management download
Poll	
  #3	
            wireless mobile technology
Curate & Share 3rd Party Content
                                      Deploy and Measure Engagement
                    Extract & Track

   Monitor & Cull




Poll	
  #4	
  
3. Make It Findable
          Use Keywords In Your Title
          Describe why it’s worth
          reading

          Use images and
          graphics for key
          concepts

          Headers & lists make
          your copy easy to scan

          “What Next” CYOA Links
4. Measure What Works


                 Pageviews


                  Avg.
           Time on Site


     Pages per visit


                    Gated
                 Downloads




                         Identify Better Performing Content
                                 For Your Programs
Poll	
  #5	
  
Better Content Clinic

            q  Be Customer-
                Focused

            q  Start with Light
                Content

            q  Make It Findable

            q  Measure What
                Works
Clinic: Bell ID (bellid.com) - Andre
                 Value prop: Lifecycle management
                 software for smart cards, ID cards, and
                 mobile devices used in transactions and
                 identity verification
                 Target: Financial Institutions, Trusted
                 Service Managers, Mobile Network
                 Operators
                 •  Lots of “About Us” content
                 •  Good start on free & gated expertise-
                    based content under Media section
                 •  Plan, organize and present content by
                    customer need rather than format
                 •  Repurpose heavy white papers into light
                    formats like blog posts & 1-pagers
                 •  Improve SEO hygiene to make content
                    more findable in organic search
                 •  Cross-promote between resources
Clinic: lingoport.com - Spencer
               Value prop: Help tech companies adapt
               their software-based products so that they
               may be more effectively localized for
               foreign markets
               Target: Technology companies selling
               software to a global market
               •  Rich resource center
               •  Organize Resources into customer-
                  relevant categories
               •  Search optimized for keywords, but not
                  customer needs
               •  Leverage high-yield light content into
                  heavier high-value content formats
               •  Use conditional field logic to
                  progressively capture additional info
               •  Cross-promote between resources
Q&A
Evaluate your Content, Website, & Programs with our
   Free Better B2B Marketing Checklist
                     &
        Enter your company to win a
    $5,000 Better B2B Marketing Audit
              Go to Brainrider.com/Nolin

 For more helpful B2B Marketing content, visit:
    @Brainrider
    www.linkedin.com/company/brainrider
    Resources: brainrider.info
    Articles: blog.brainrider.com

Mais conteúdo relacionado

Mais procurados

Supporting the Business Plan : at LavaCon 2012
Supporting the Business Plan : at LavaCon 2012Supporting the Business Plan : at LavaCon 2012
Supporting the Business Plan : at LavaCon 2012MarkLewis_HyperWriters
 
Content creation 101, Online Marketer 2011
Content creation 101, Online Marketer 2011Content creation 101, Online Marketer 2011
Content creation 101, Online Marketer 2011Castleford Media Pty Ltd
 
Do's & Don'ts of Developing Corporate Hispanic Websites in the Age of Social ...
Do's & Don'ts of Developing Corporate Hispanic Websites in the Age of Social ...Do's & Don'ts of Developing Corporate Hispanic Websites in the Age of Social ...
Do's & Don'ts of Developing Corporate Hispanic Websites in the Age of Social ...Stone Crossing Solutions
 
Pr week introduction
Pr week introductionPr week introduction
Pr week introductionCharlie Moss
 
Investigative Analytics: Deciphering the Mystery of Data-Driven Decision Maki...
Investigative Analytics: Deciphering the Mystery of Data-Driven Decision Maki...Investigative Analytics: Deciphering the Mystery of Data-Driven Decision Maki...
Investigative Analytics: Deciphering the Mystery of Data-Driven Decision Maki...Converge Consulting
 
Social Media Rapid Launch Plan - Forward Progress - 2012
Social Media Rapid Launch Plan - Forward Progress - 2012Social Media Rapid Launch Plan - Forward Progress - 2012
Social Media Rapid Launch Plan - Forward Progress - 2012Social Jack
 
New York Technology Council 10-12
New York Technology Council  10-12New York Technology Council  10-12
New York Technology Council 10-12Ruben Quinones
 
SPSDenver-Enforcing.SP.Governance
SPSDenver-Enforcing.SP.GovernanceSPSDenver-Enforcing.SP.Governance
SPSDenver-Enforcing.SP.GovernanceMary Leigh Mackie
 
B2B Content Marketing Strategies for Demand Generation and Lead Nurturing
B2B Content Marketing Strategies for Demand Generation and Lead NurturingB2B Content Marketing Strategies for Demand Generation and Lead Nurturing
B2B Content Marketing Strategies for Demand Generation and Lead NurturingSinch
 

Mais procurados (19)

Content Creation 101, SMX Sydney 2011
Content Creation 101, SMX Sydney 2011Content Creation 101, SMX Sydney 2011
Content Creation 101, SMX Sydney 2011
 
Supporting the Business Plan : at LavaCon 2012
Supporting the Business Plan : at LavaCon 2012Supporting the Business Plan : at LavaCon 2012
Supporting the Business Plan : at LavaCon 2012
 
Monetising Content - adtech Sydney 2012
Monetising Content - adtech Sydney 2012Monetising Content - adtech Sydney 2012
Monetising Content - adtech Sydney 2012
 
Content creation 101, Online Marketer 2011
Content creation 101, Online Marketer 2011Content creation 101, Online Marketer 2011
Content creation 101, Online Marketer 2011
 
Capabilities Deck Usa Web
Capabilities Deck Usa WebCapabilities Deck Usa Web
Capabilities Deck Usa Web
 
Do's & Don'ts of Developing Corporate Hispanic Websites in the Age of Social ...
Do's & Don'ts of Developing Corporate Hispanic Websites in the Age of Social ...Do's & Don'ts of Developing Corporate Hispanic Websites in the Age of Social ...
Do's & Don'ts of Developing Corporate Hispanic Websites in the Age of Social ...
 
Spoke 10-Slide
Spoke 10-SlideSpoke 10-Slide
Spoke 10-Slide
 
75 libraries 4
75 libraries 475 libraries 4
75 libraries 4
 
What is hub spot
What is hub spotWhat is hub spot
What is hub spot
 
Pr week introduction
Pr week introductionPr week introduction
Pr week introduction
 
Ddu4 deck v8
Ddu4 deck v8Ddu4 deck v8
Ddu4 deck v8
 
Investigative Analytics: Deciphering the Mystery of Data-Driven Decision Maki...
Investigative Analytics: Deciphering the Mystery of Data-Driven Decision Maki...Investigative Analytics: Deciphering the Mystery of Data-Driven Decision Maki...
Investigative Analytics: Deciphering the Mystery of Data-Driven Decision Maki...
 
Social Media Rapid Launch Plan - Forward Progress - 2012
Social Media Rapid Launch Plan - Forward Progress - 2012Social Media Rapid Launch Plan - Forward Progress - 2012
Social Media Rapid Launch Plan - Forward Progress - 2012
 
FAST for SharePoint 2010: How and Why?
FAST for SharePoint 2010: How and Why?FAST for SharePoint 2010: How and Why?
FAST for SharePoint 2010: How and Why?
 
New York Technology Council 10-12
New York Technology Council  10-12New York Technology Council  10-12
New York Technology Council 10-12
 
High Impact SEO
High Impact SEOHigh Impact SEO
High Impact SEO
 
Wisitech_Content_Presentation
Wisitech_Content_PresentationWisitech_Content_Presentation
Wisitech_Content_Presentation
 
SPSDenver-Enforcing.SP.Governance
SPSDenver-Enforcing.SP.GovernanceSPSDenver-Enforcing.SP.Governance
SPSDenver-Enforcing.SP.Governance
 
B2B Content Marketing Strategies for Demand Generation and Lead Nurturing
B2B Content Marketing Strategies for Demand Generation and Lead NurturingB2B Content Marketing Strategies for Demand Generation and Lead Nurturing
B2B Content Marketing Strategies for Demand Generation and Lead Nurturing
 

Destaque

Pardot Elevate 2012 - Using Pardot to Get the Most from Trade Shows
Pardot Elevate 2012 - Using Pardot to Get the Most from Trade ShowsPardot Elevate 2012 - Using Pardot to Get the Most from Trade Shows
Pardot Elevate 2012 - Using Pardot to Get the Most from Trade ShowsPardot
 
Prime Time Lead Nurturing for Sales
Prime Time Lead Nurturing for SalesPrime Time Lead Nurturing for Sales
Prime Time Lead Nurturing for SalesPardot
 
The Next 5 Campaigns - Webinar #2 out of 3 series
The Next 5 Campaigns - Webinar #2 out of 3 seriesThe Next 5 Campaigns - Webinar #2 out of 3 series
The Next 5 Campaigns - Webinar #2 out of 3 seriesPardot
 
Back to Basics - Email Deployments that Deliver
Back to Basics - Email Deployments that DeliverBack to Basics - Email Deployments that Deliver
Back to Basics - Email Deployments that DeliverPardot
 
Secrets to Inbox Success
Secrets to Inbox SuccessSecrets to Inbox Success
Secrets to Inbox SuccessPardot
 
Marketing Plan template
Marketing Plan templateMarketing Plan template
Marketing Plan templateyousra sattar
 

Destaque (6)

Pardot Elevate 2012 - Using Pardot to Get the Most from Trade Shows
Pardot Elevate 2012 - Using Pardot to Get the Most from Trade ShowsPardot Elevate 2012 - Using Pardot to Get the Most from Trade Shows
Pardot Elevate 2012 - Using Pardot to Get the Most from Trade Shows
 
Prime Time Lead Nurturing for Sales
Prime Time Lead Nurturing for SalesPrime Time Lead Nurturing for Sales
Prime Time Lead Nurturing for Sales
 
The Next 5 Campaigns - Webinar #2 out of 3 series
The Next 5 Campaigns - Webinar #2 out of 3 seriesThe Next 5 Campaigns - Webinar #2 out of 3 series
The Next 5 Campaigns - Webinar #2 out of 3 series
 
Back to Basics - Email Deployments that Deliver
Back to Basics - Email Deployments that DeliverBack to Basics - Email Deployments that Deliver
Back to Basics - Email Deployments that Deliver
 
Secrets to Inbox Success
Secrets to Inbox SuccessSecrets to Inbox Success
Secrets to Inbox Success
 
Marketing Plan template
Marketing Plan templateMarketing Plan template
Marketing Plan template
 

Semelhante a B2B Marketing Clinic – Customer-Centric Content Development

Better B2B Content - Pardot Presentation Nov 15
Better B2B Content - Pardot Presentation Nov 15Better B2B Content - Pardot Presentation Nov 15
Better B2B Content - Pardot Presentation Nov 15Brainrider B2B Marketing
 
Better B2B Content: Developing Customer-Centric Content Live Web Clinic
Better B2B Content: Developing Customer-Centric Content Live Web ClinicBetter B2B Content: Developing Customer-Centric Content Live Web Clinic
Better B2B Content: Developing Customer-Centric Content Live Web ClinicBrainrider B2B Marketing
 
Successful content with a metrics driven approach
Successful content with a metrics driven approachSuccessful content with a metrics driven approach
Successful content with a metrics driven approachKevin Nichols
 
User Centred Design From An Organisational Perspective by Dr Jianzhong Lu and...
User Centred Design From An Organisational Perspective by Dr Jianzhong Lu and...User Centred Design From An Organisational Perspective by Dr Jianzhong Lu and...
User Centred Design From An Organisational Perspective by Dr Jianzhong Lu and...Different
 
Making Every Dollar Count in Healthcare Marketing
Making Every Dollar Count in Healthcare MarketingMaking Every Dollar Count in Healthcare Marketing
Making Every Dollar Count in Healthcare MarketingGrey Matter Marketing
 
Add Fuel to Your Campaign Fires with 3-D Content Mapping
Add Fuel to Your Campaign Fires with 3-D Content MappingAdd Fuel to Your Campaign Fires with 3-D Content Mapping
Add Fuel to Your Campaign Fires with 3-D Content MappingPardot
 
How to Turn Your Website into a Demand Generation Machine
How to Turn Your Website into a Demand Generation MachineHow to Turn Your Website into a Demand Generation Machine
How to Turn Your Website into a Demand Generation MachineMarqui CMS
 
Ensuring success with your component content management system
Ensuring success with your component content management systemEnsuring success with your component content management system
Ensuring success with your component content management systemScriptorium Publishing
 
UofC Digital Marketing Lecture 2
UofC Digital Marketing Lecture 2UofC Digital Marketing Lecture 2
UofC Digital Marketing Lecture 2John Hutchings
 
Analyzing Queries to Find Revenue Opportunities
Analyzing Queries to Find Revenue OpportunitiesAnalyzing Queries to Find Revenue Opportunities
Analyzing Queries to Find Revenue OpportunitiesBill Hunt
 
Pardot Elevate 2012 - Developing Customer-Centric Nurturing Content: A Better...
Pardot Elevate 2012 - Developing Customer-Centric Nurturing Content: A Better...Pardot Elevate 2012 - Developing Customer-Centric Nurturing Content: A Better...
Pardot Elevate 2012 - Developing Customer-Centric Nurturing Content: A Better...Pardot
 
Content Driven Marketing as the strategic source of competitive advantage – V...
Content Driven Marketing as the strategic source of competitive advantage – V...Content Driven Marketing as the strategic source of competitive advantage – V...
Content Driven Marketing as the strategic source of competitive advantage – V...B2B Marketing Forum
 
Establish a Solid Content Creation Plan with 3-D Content Mapping
Establish a Solid Content Creation Plan with 3-D Content MappingEstablish a Solid Content Creation Plan with 3-D Content Mapping
Establish a Solid Content Creation Plan with 3-D Content MappingPardot
 
Cobb Solutions Overview 6-28-12
Cobb Solutions Overview 6-28-12Cobb Solutions Overview 6-28-12
Cobb Solutions Overview 6-28-12Michael Swart
 
Using the Right Content Strategy to Create a Personalized Digital Experience
Using the Right Content Strategy to Create a Personalized Digital ExperienceUsing the Right Content Strategy to Create a Personalized Digital Experience
Using the Right Content Strategy to Create a Personalized Digital ExperiencePerficient, Inc.
 
Pmicos 2011 Doc Tc V2 0
Pmicos 2011 Doc Tc V2 0Pmicos 2011 Doc Tc V2 0
Pmicos 2011 Doc Tc V2 0TimCermak
 
InboundWriter Enterprise PPT
InboundWriter Enterprise PPTInboundWriter Enterprise PPT
InboundWriter Enterprise PPTNatasha Grach
 
Content Marketing and Social Selling
Content Marketing and Social SellingContent Marketing and Social Selling
Content Marketing and Social SellingMason Zimbler
 

Semelhante a B2B Marketing Clinic – Customer-Centric Content Development (20)

Better B2B Content - Pardot Presentation Nov 15
Better B2B Content - Pardot Presentation Nov 15Better B2B Content - Pardot Presentation Nov 15
Better B2B Content - Pardot Presentation Nov 15
 
How to Develop Customer-Centric Content
How to Develop Customer-Centric ContentHow to Develop Customer-Centric Content
How to Develop Customer-Centric Content
 
Better B2B Content: Developing Customer-Centric Content Live Web Clinic
Better B2B Content: Developing Customer-Centric Content Live Web ClinicBetter B2B Content: Developing Customer-Centric Content Live Web Clinic
Better B2B Content: Developing Customer-Centric Content Live Web Clinic
 
Successful content with a metrics driven approach
Successful content with a metrics driven approachSuccessful content with a metrics driven approach
Successful content with a metrics driven approach
 
User Centred Design From An Organisational Perspective by Dr Jianzhong Lu and...
User Centred Design From An Organisational Perspective by Dr Jianzhong Lu and...User Centred Design From An Organisational Perspective by Dr Jianzhong Lu and...
User Centred Design From An Organisational Perspective by Dr Jianzhong Lu and...
 
Making Every Dollar Count in Healthcare Marketing
Making Every Dollar Count in Healthcare MarketingMaking Every Dollar Count in Healthcare Marketing
Making Every Dollar Count in Healthcare Marketing
 
Add Fuel to Your Campaign Fires with 3-D Content Mapping
Add Fuel to Your Campaign Fires with 3-D Content MappingAdd Fuel to Your Campaign Fires with 3-D Content Mapping
Add Fuel to Your Campaign Fires with 3-D Content Mapping
 
How to Turn Your Website into a Demand Generation Machine
How to Turn Your Website into a Demand Generation MachineHow to Turn Your Website into a Demand Generation Machine
How to Turn Your Website into a Demand Generation Machine
 
Ensuring success with your component content management system
Ensuring success with your component content management systemEnsuring success with your component content management system
Ensuring success with your component content management system
 
UofC Digital Marketing Lecture 2
UofC Digital Marketing Lecture 2UofC Digital Marketing Lecture 2
UofC Digital Marketing Lecture 2
 
Analyzing Queries to Find Revenue Opportunities
Analyzing Queries to Find Revenue OpportunitiesAnalyzing Queries to Find Revenue Opportunities
Analyzing Queries to Find Revenue Opportunities
 
Pardot Elevate 2012 - Developing Customer-Centric Nurturing Content: A Better...
Pardot Elevate 2012 - Developing Customer-Centric Nurturing Content: A Better...Pardot Elevate 2012 - Developing Customer-Centric Nurturing Content: A Better...
Pardot Elevate 2012 - Developing Customer-Centric Nurturing Content: A Better...
 
Content Driven Marketing as the strategic source of competitive advantage – V...
Content Driven Marketing as the strategic source of competitive advantage – V...Content Driven Marketing as the strategic source of competitive advantage – V...
Content Driven Marketing as the strategic source of competitive advantage – V...
 
5 Marketing Must Haves
5 Marketing Must Haves5 Marketing Must Haves
5 Marketing Must Haves
 
Establish a Solid Content Creation Plan with 3-D Content Mapping
Establish a Solid Content Creation Plan with 3-D Content MappingEstablish a Solid Content Creation Plan with 3-D Content Mapping
Establish a Solid Content Creation Plan with 3-D Content Mapping
 
Cobb Solutions Overview 6-28-12
Cobb Solutions Overview 6-28-12Cobb Solutions Overview 6-28-12
Cobb Solutions Overview 6-28-12
 
Using the Right Content Strategy to Create a Personalized Digital Experience
Using the Right Content Strategy to Create a Personalized Digital ExperienceUsing the Right Content Strategy to Create a Personalized Digital Experience
Using the Right Content Strategy to Create a Personalized Digital Experience
 
Pmicos 2011 Doc Tc V2 0
Pmicos 2011 Doc Tc V2 0Pmicos 2011 Doc Tc V2 0
Pmicos 2011 Doc Tc V2 0
 
InboundWriter Enterprise PPT
InboundWriter Enterprise PPTInboundWriter Enterprise PPT
InboundWriter Enterprise PPT
 
Content Marketing and Social Selling
Content Marketing and Social SellingContent Marketing and Social Selling
Content Marketing and Social Selling
 

Mais de Pardot

11 Must-Attend #DF15 Sessions for B2B Marketers — Illustrated by Cheesy Stock...
11 Must-Attend #DF15 Sessions for B2B Marketers — Illustrated by Cheesy Stock...11 Must-Attend #DF15 Sessions for B2B Marketers — Illustrated by Cheesy Stock...
11 Must-Attend #DF15 Sessions for B2B Marketers — Illustrated by Cheesy Stock...Pardot
 
Ten Must-Know Marketing Automation Stats Infographic
Ten Must-Know Marketing Automation Stats InfographicTen Must-Know Marketing Automation Stats Infographic
Ten Must-Know Marketing Automation Stats InfographicPardot
 
9 Fascinating Email Marketing Stats
9 Fascinating Email Marketing Stats9 Fascinating Email Marketing Stats
9 Fascinating Email Marketing StatsPardot
 
The Marketing Technology Game of Thrones
The Marketing Technology Game of ThronesThe Marketing Technology Game of Thrones
The Marketing Technology Game of ThronesPardot
 
B2B Landing Page Inspiration
B2B Landing Page InspirationB2B Landing Page Inspiration
B2B Landing Page InspirationPardot
 
B2B Marketing Metrics That Matter
B2B Marketing Metrics That MatterB2B Marketing Metrics That Matter
B2B Marketing Metrics That MatterPardot
 
The ROI of Marketing Automation
The ROI of Marketing AutomationThe ROI of Marketing Automation
The ROI of Marketing AutomationPardot
 
The Little Engine That Could: How the Salesforce Foundation Markets with Pardot
The Little Engine That Could: How the Salesforce Foundation Markets with PardotThe Little Engine That Could: How the Salesforce Foundation Markets with Pardot
The Little Engine That Could: How the Salesforce Foundation Markets with PardotPardot
 
The Golden Rule of Lead Nurturing
The Golden Rule of Lead NurturingThe Golden Rule of Lead Nurturing
The Golden Rule of Lead NurturingPardot
 
The Dynamic Duo: Marketing Automation and Your CRM
The Dynamic Duo: Marketing Automation and Your CRMThe Dynamic Duo: Marketing Automation and Your CRM
The Dynamic Duo: Marketing Automation and Your CRMPardot
 
Pardot Customer Success: Teach For America
Pardot Customer Success: Teach For AmericaPardot Customer Success: Teach For America
Pardot Customer Success: Teach For AmericaPardot
 
Pardot Customer Success: Creating Agile Lead Management with Pronq, an HP Com...
Pardot Customer Success: Creating Agile Lead Management with Pronq, an HP Com...Pardot Customer Success: Creating Agile Lead Management with Pronq, an HP Com...
Pardot Customer Success: Creating Agile Lead Management with Pronq, an HP Com...Pardot
 
Pardot Story: Beyond List Email
Pardot Story: Beyond List EmailPardot Story: Beyond List Email
Pardot Story: Beyond List EmailPardot
 
Pardot + Data.com: Deliver Personalized Marketing at Scale
Pardot + Data.com: Deliver Personalized Marketing at ScalePardot + Data.com: Deliver Personalized Marketing at Scale
Pardot + Data.com: Deliver Personalized Marketing at ScalePardot
 
Overcoming the Top 3 SMB Challenges with Marketing Automation
Overcoming the Top 3 SMB Challenges with Marketing AutomationOvercoming the Top 3 SMB Challenges with Marketing Automation
Overcoming the Top 3 SMB Challenges with Marketing AutomationPardot
 
Make the Most of Your Salesforce + Pardot Integration
Make the Most of Your Salesforce + Pardot IntegrationMake the Most of Your Salesforce + Pardot Integration
Make the Most of Your Salesforce + Pardot IntegrationPardot
 
Love at First Click: Alluring Lead Generation Tactics to Pack Your Pipeline
Love at First Click: Alluring Lead Generation Tactics to Pack Your PipelineLove at First Click: Alluring Lead Generation Tactics to Pack Your Pipeline
Love at First Click: Alluring Lead Generation Tactics to Pack Your PipelinePardot
 
How to Create a Complete Customer Lifecycle With Marketing Automation
How to Create a Complete Customer Lifecycle With Marketing AutomationHow to Create a Complete Customer Lifecycle With Marketing Automation
How to Create a Complete Customer Lifecycle With Marketing AutomationPardot
 
Go Beyond the Sync: Elevate Your Salesforce + Pardot Campaigns
Go Beyond the Sync: Elevate Your Salesforce + Pardot CampaignsGo Beyond the Sync: Elevate Your Salesforce + Pardot Campaigns
Go Beyond the Sync: Elevate Your Salesforce + Pardot CampaignsPardot
 
Getting Sales to Buy In: Why Marketing Automation Isn't Just for Marketers
Getting Sales to Buy In: Why Marketing Automation Isn't Just for MarketersGetting Sales to Buy In: Why Marketing Automation Isn't Just for Marketers
Getting Sales to Buy In: Why Marketing Automation Isn't Just for MarketersPardot
 

Mais de Pardot (20)

11 Must-Attend #DF15 Sessions for B2B Marketers — Illustrated by Cheesy Stock...
11 Must-Attend #DF15 Sessions for B2B Marketers — Illustrated by Cheesy Stock...11 Must-Attend #DF15 Sessions for B2B Marketers — Illustrated by Cheesy Stock...
11 Must-Attend #DF15 Sessions for B2B Marketers — Illustrated by Cheesy Stock...
 
Ten Must-Know Marketing Automation Stats Infographic
Ten Must-Know Marketing Automation Stats InfographicTen Must-Know Marketing Automation Stats Infographic
Ten Must-Know Marketing Automation Stats Infographic
 
9 Fascinating Email Marketing Stats
9 Fascinating Email Marketing Stats9 Fascinating Email Marketing Stats
9 Fascinating Email Marketing Stats
 
The Marketing Technology Game of Thrones
The Marketing Technology Game of ThronesThe Marketing Technology Game of Thrones
The Marketing Technology Game of Thrones
 
B2B Landing Page Inspiration
B2B Landing Page InspirationB2B Landing Page Inspiration
B2B Landing Page Inspiration
 
B2B Marketing Metrics That Matter
B2B Marketing Metrics That MatterB2B Marketing Metrics That Matter
B2B Marketing Metrics That Matter
 
The ROI of Marketing Automation
The ROI of Marketing AutomationThe ROI of Marketing Automation
The ROI of Marketing Automation
 
The Little Engine That Could: How the Salesforce Foundation Markets with Pardot
The Little Engine That Could: How the Salesforce Foundation Markets with PardotThe Little Engine That Could: How the Salesforce Foundation Markets with Pardot
The Little Engine That Could: How the Salesforce Foundation Markets with Pardot
 
The Golden Rule of Lead Nurturing
The Golden Rule of Lead NurturingThe Golden Rule of Lead Nurturing
The Golden Rule of Lead Nurturing
 
The Dynamic Duo: Marketing Automation and Your CRM
The Dynamic Duo: Marketing Automation and Your CRMThe Dynamic Duo: Marketing Automation and Your CRM
The Dynamic Duo: Marketing Automation and Your CRM
 
Pardot Customer Success: Teach For America
Pardot Customer Success: Teach For AmericaPardot Customer Success: Teach For America
Pardot Customer Success: Teach For America
 
Pardot Customer Success: Creating Agile Lead Management with Pronq, an HP Com...
Pardot Customer Success: Creating Agile Lead Management with Pronq, an HP Com...Pardot Customer Success: Creating Agile Lead Management with Pronq, an HP Com...
Pardot Customer Success: Creating Agile Lead Management with Pronq, an HP Com...
 
Pardot Story: Beyond List Email
Pardot Story: Beyond List EmailPardot Story: Beyond List Email
Pardot Story: Beyond List Email
 
Pardot + Data.com: Deliver Personalized Marketing at Scale
Pardot + Data.com: Deliver Personalized Marketing at ScalePardot + Data.com: Deliver Personalized Marketing at Scale
Pardot + Data.com: Deliver Personalized Marketing at Scale
 
Overcoming the Top 3 SMB Challenges with Marketing Automation
Overcoming the Top 3 SMB Challenges with Marketing AutomationOvercoming the Top 3 SMB Challenges with Marketing Automation
Overcoming the Top 3 SMB Challenges with Marketing Automation
 
Make the Most of Your Salesforce + Pardot Integration
Make the Most of Your Salesforce + Pardot IntegrationMake the Most of Your Salesforce + Pardot Integration
Make the Most of Your Salesforce + Pardot Integration
 
Love at First Click: Alluring Lead Generation Tactics to Pack Your Pipeline
Love at First Click: Alluring Lead Generation Tactics to Pack Your PipelineLove at First Click: Alluring Lead Generation Tactics to Pack Your Pipeline
Love at First Click: Alluring Lead Generation Tactics to Pack Your Pipeline
 
How to Create a Complete Customer Lifecycle With Marketing Automation
How to Create a Complete Customer Lifecycle With Marketing AutomationHow to Create a Complete Customer Lifecycle With Marketing Automation
How to Create a Complete Customer Lifecycle With Marketing Automation
 
Go Beyond the Sync: Elevate Your Salesforce + Pardot Campaigns
Go Beyond the Sync: Elevate Your Salesforce + Pardot CampaignsGo Beyond the Sync: Elevate Your Salesforce + Pardot Campaigns
Go Beyond the Sync: Elevate Your Salesforce + Pardot Campaigns
 
Getting Sales to Buy In: Why Marketing Automation Isn't Just for Marketers
Getting Sales to Buy In: Why Marketing Automation Isn't Just for MarketersGetting Sales to Buy In: Why Marketing Automation Isn't Just for Marketers
Getting Sales to Buy In: Why Marketing Automation Isn't Just for Marketers
 

Último

activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfJamie (Taka) Wang
 
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsSafe Software
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024D Cloud Solutions
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxGDSC PJATK
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesMd Hossain Ali
 
Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsSeth Reyes
 
Empowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintEmpowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintMahmoud Rabie
 
Building AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxBuilding AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxUdaiappa Ramachandran
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfDianaGray10
 
Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URLRuncy Oommen
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Adtran
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Websitedgelyza
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfinfogdgmi
 
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UbiTrack UK
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfDaniel Santiago Silva Capera
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Will Schroeder
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationIES VE
 

Último (20)

201610817 - edge part1
201610817 - edge part1201610817 - edge part1
201610817 - edge part1
 
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
 
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
 
20230104 - machine vision
20230104 - machine vision20230104 - machine vision
20230104 - machine vision
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptx
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
 
Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and Hazards
 
Empowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership BlueprintEmpowering Africa's Next Generation: The AI Leadership Blueprint
Empowering Africa's Next Generation: The AI Leadership Blueprint
 
Building AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxBuilding AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptx
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
 
20150722 - AGV
20150722 - AGV20150722 - AGV
20150722 - AGV
 
Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URL
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Website
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdf
 
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
 

B2B Marketing Clinic – Customer-Centric Content Development

  • 1. Developing Customer-Centric Content: A Better B2B Marketing Clinic To make today’s session more practical we are looking at real-life examples from people in this session. If you are interested in participating in the next clinic or having an offline conversation about your content, contact me at nolin@brainrider.com
  • 2. Resources For Better B2B Marketing Evaluate your Content, Website, & Programs with our Free Better B2B Marketing Checklist & Enter your company to win a $5,000 Better B2B Marketing Audit Go to Brainrider.com/Nolin For more helpful B2B Marketing content, visit: @Brainrider www.linkedin.com/company/brainrider Resources: brainrider.info Articles: blog.brainrider.com
  • 3. You Are Here Better Content is… •  Driven by objectives •  Customer-focused •  Demonstrates subject matter expertise •  Supports your programs •  Measurable performance
  • 4. Better content! is not about ! you.
  • 5. Customers Want Content That Helps Them Solve Problems…
  • 6. …Aligned To Their Decision Making If your Define The Evaluate Negotiate customer wants to: Problem Alternatives & Commit They are Education Solution Credentials & looking & Thought & Product Decision for: Leadership Suitability Support • Need & Gap • How to buy Connect • Trends & Assessments • Credentials With Statistics • Solution • Real case-use Them By • News & Analyst comparisons studies Sharing coverage Subject • Implementation • ROI/TCO • Benchmarks plans • How to build Matter Expertise • 101 Education • Product their business roadmaps case Poll  #1  
  • 7. Checklist For Better Content q  Be Customer- Focused q  Start with Light Content q  Make It Findable q  Measure What Works
  • 10. 2. Start With Light Content Light Content •  Leverage “as-is” •  Already approved content •  Lower cost •  Repurpose •  Less effort existing content •  Faster to produce •  Use light formats •  More to measure •  Curate and share 3rd party content
  • 11. Leverage As-Is Content Existing Brochure 4 Pages of Relevant & Valuable Subject Matter Expertise •  Resource Center •  Slideshare •  LinkedIn
  • 12. Repurpose Existing Content Asset/Topic Category Format SOURCE ASSET: Mobile Resource Management Solutions: DS_MRM_SolutionsBro_FINAL.pdf Managing mobile resources (MRM): 5 Route 1-page pitfalls operators face planning, Planning download tracking, routing, & dispatching mobile Brochure resources Routing, dispatch, & mobile tracking Route Checklist Repurposed software: What to look for in an MRM Planning Into 6 Light solution Mobile Resource Management: 8 Performance Resource Content benefits of a comprehensive planning, Management post tracking, routing, & dispatching Assets solution SaaS MRM: The Advantages To A Performance Resource Software as a Service Approach for Management post operations & logistics specialists Logistics and supply chain Performance Blog post management: update on mobile Management technology Logistics software: how to integrate the Performance 1-page power of real-time planning and Management download Poll  #3   wireless mobile technology
  • 13. Curate & Share 3rd Party Content Deploy and Measure Engagement Extract & Track Monitor & Cull Poll  #4  
  • 14. 3. Make It Findable Use Keywords In Your Title Describe why it’s worth reading Use images and graphics for key concepts Headers & lists make your copy easy to scan “What Next” CYOA Links
  • 15. 4. Measure What Works Pageviews Avg. Time on Site Pages per visit Gated Downloads Identify Better Performing Content For Your Programs Poll  #5  
  • 16. Better Content Clinic q  Be Customer- Focused q  Start with Light Content q  Make It Findable q  Measure What Works
  • 17. Clinic: Bell ID (bellid.com) - Andre Value prop: Lifecycle management software for smart cards, ID cards, and mobile devices used in transactions and identity verification Target: Financial Institutions, Trusted Service Managers, Mobile Network Operators •  Lots of “About Us” content •  Good start on free & gated expertise- based content under Media section •  Plan, organize and present content by customer need rather than format •  Repurpose heavy white papers into light formats like blog posts & 1-pagers •  Improve SEO hygiene to make content more findable in organic search •  Cross-promote between resources
  • 18. Clinic: lingoport.com - Spencer Value prop: Help tech companies adapt their software-based products so that they may be more effectively localized for foreign markets Target: Technology companies selling software to a global market •  Rich resource center •  Organize Resources into customer- relevant categories •  Search optimized for keywords, but not customer needs •  Leverage high-yield light content into heavier high-value content formats •  Use conditional field logic to progressively capture additional info •  Cross-promote between resources
  • 19. Q&A Evaluate your Content, Website, & Programs with our Free Better B2B Marketing Checklist & Enter your company to win a $5,000 Better B2B Marketing Audit Go to Brainrider.com/Nolin For more helpful B2B Marketing content, visit: @Brainrider www.linkedin.com/company/brainrider Resources: brainrider.info Articles: blog.brainrider.com