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Content Strategy for Buyer’s Journey Flow: Ideal Path Trigger Event Worksheet
SuspectsUnexposed
Prospects
(unidentified
ro...
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Content Marketing Planning Matrix Aligned with Funnel

Although somewhat idealized, I think these sort of worksheets help teams in planning content or identifying gaps in content, based on where a prospect falls in the funnel KPI conversion levels and progressive disclosure with content. Sure, we can't know exactly where they are in the process, but many things can help us guess intelligently and nudge prospects over those acquisition and conversion lines we all bite our nails over.

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Content Marketing Planning Matrix Aligned with Funnel

  1. 1. Content Strategy for Buyer’s Journey Flow: Ideal Path Trigger Event Worksheet SuspectsUnexposed Prospects (unidentified roles) Leads/MQL (assignedtosales) Contacts/SAL (matchedtoaccount) Prospects (identifiedroles) SQLS (onopportunity) Post-Close (Renewals, Cross-Sell, Up-Sell)Awareness Consideration Decision Unknown Target Anonymous Web Visitor Email-to-cookie match Warm Hot>B >C 50 15 LeadSource PrimaryCampaignSource grading Profile/Persona MatchD- Sales Dispositions Favorably Identify Buying Committee Establish BANT Closed Won Service Cloud Term Date <90 days Focus on Problem Social posts, Slideshare presentations, YouTube vids, journal articles, blog... Focus on Problem and Suggest Solution Criteria White papers, Industry Analysis, hosted webinars Focus on Solution Criteria Survey reports, white papers, industry analysis... Start Personalization and Frame Solution in Role Context Hosted webinars, case studies, exclusive detailed videos... Focus on Problem Infographics, survey reports, hosted videos, Partner webinars Start Master Drip: Nurture to Demo and Sales Conversion 1. Role specific infographic 2. Industry journal hosted webinar 3. Short video capturing problem to solution and results 4. Customer focused webinar 5. Canned demo 6. Personalized demo Non-personalized messaging and dynamic content Allpre-pipeline Marketing messaging Allnon-customer marketing messaging Start Personalized Messages from Sales and Pass to Telequal Scheduling, “How did it go?”, Single qualifying questions

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