SalesFUSION Webinar - explores in detail how to create a b2b content road map that will fuel all of your b2b marketing campaigns

1. SalesFUSION Webinar
The Essential Guide to B2B
Marketing Content

2. What we’ll cover today
 About SalesFUSION
 The growing importance of having
multipurpose content
 Types of content needed for b2b
campaigns “Relevant Content is the
 How to re-purpose and extend content currency-of-trade for
visibility to a customers
 How to syndicate content and extend the stage in the buy cycle.”
marketing message
 How to build a content road map

3. About SalesFUSION
 SaaS Marketing Application
 HQ – Atlanta, GA – Sales Offices in Philadelphia, PA
 Provide all b2b marketing functionality in a single app
 Focus on integrating Marketing and Sales (CRM)
 Only solution built on a CRM database
 Extensive global partner network
 Unique Client Services model
 Game-changing pricing structure
 99% retention rate
 90% of all new features added in 2011 – customer requests

4. The MA/Content Conundrum
 MA Software facilitates more campaigns, more channels, more
frequency of communications
 Most average marketers are not prepared for MA software because
they don’t have content to back up the campaigns
 Marketers don’t get the full value of the MA system and resort to Blast
Marketing
 Lack of content variety

5. Newer channels and
campaign types (Drip,
Trigger, Nurture) are
leaving most marketers
high and dry for content

6. Content Creation Issues
 Many marketers are not in the business of
content creation
 Subject matter experts at your company may be
difficult to extract content from
 Lack of content will slow your lead generation
programs and cause you to not meet goals
Places to get help in content creation?
 Association speaker bureaus
 Bloggers
 LinkedIn group moderators
 Complementary vendors

7. Type of Content Used in B2B
 Most common types of
content used
 Ranked by which content
forms generate the best
responses
 Survey results – show which
types of content generate
the most inbound responses

8. What’s Working?
 The most effective forms of
content are the most difficult
to create
 Highest value content in
webinars and case studies
 Represents point-of-view
marketing/industry expertise
Source- MarketingProfs Benchmark
Report on B2B Content Marketing

9. B2B Content Marketing Essentials -
Content Creation
 Build a content warehouse
 Build for 6-12 months of content
 Designate subject matter expert(s) in company
 Gain content commitments from internal personnel (blogs, eBooks)
 Categorize content in the following manner
 High-value content – access behind forms
 Low-value content – no form
 Delivery channel – email, website, video, social

10. B2B Content Marketing Essentials
Your content laundry list
Product Data Blog/Social Posts
Sheets
Webinars White Papers/eBooks
Videos Case Study

11. ATOMIZE
EXISTING
CONTENT
LEAD CAPTURE
SEMINARS
EARLY STAGE WEBINARS
NURTURE
LONG-TERM DEMO’s
NURTURE
WHITE
PAPERS/
BOOKS
CRM
SELL CYCLE
COURSES &
Interest Qualification Development Selling Re-selling TRAINING
AWARENESS RENEW
RESEARCH EVALUATION PURCHASE
CONSIDERATION REPLACE
BUY CYCLE
The Workflow of Marketing Collateral

12. B2B Content Marketing Essentials
Tips for content creation
Using the interview method
 Case studies – send word document with 10-20 leading questions to
customers - offer a nominal value gift card when they return the
completed questionnaire. Use answers as baseline for Case Study
 Interview your internal subject matter expert & record conversation.
Go back and transcribe conversation into blogs/eBook or Hire an
independent copyright consultant and send recordings to them to
have transcribed into eBooks. Cost should be $25-$35 per hour –
fraction of the cost of hiring analysts.

13. B2B Content Marketing Essentials
Extending Content
Webinar Presentations
 PowerPoint Presentation
 Load PPT to SlideShare
 Convert to PDF – linked on website/used in email campaigns
 Video
 Housed on YouTube
 Housed on Landing page – used in PPC, Ads, Email…etc

14. Extending an syndicating content
Webinars
 5 pieces of content – live
presentation, PowerPoint, video,
pdf, email invitations

15. Webinars =
short-term
nurture
campaigns
 Average time frame for webinar
promotion of content is 4-6 weeks
 Post promotion – content and
attendee behavior focused
 Begin with webinar materials – filter
down to product materials toward end

16. Webinar Content Microsite
 Multimedia – video, slides,
resources
 Promotional asset for
ongoing use
 Posted to website, social
networks…etc.
 Link back to online sites
such as
YouTube/SlideShare

17. Nurture Marketing & Content Marketing
Forms-driven triggers
Marketing Asset Auto-Responder
 Capture email/contact
 Send asset via email
 Trigger email
 Link to PDF
 Click to see demo
 Click to view other
resources

18. Practical Application of Trigger email in B2B
Marketing Asset Auto-Responder with Branched Logic
 Capture email/contact
 Mutliple choice question –
selection determines which set
of emails/content is triggered
 Answer triggers a 3-step
campaign
 Email 1 – 0 Trigger days
 Email 2 – 5 Trigger days
 Email 3 – 14 Trigger days

19. Practical Application of Trigger email in B2B
Implicit action – trigger campaign enrollment
 Lead scoring models behavior
 Behavior = points
 Point value range = group
 Group actions = Trigger Email
with relevant content
 Implicit behavior scoring is a
powerful methodology used to
communicate broad-based
messages to groups of people
based on their overall behavior

20. Practical Use Of Forms to Nurture Campaigns
An advanced website-based
form with logic and lead
profiling
 Embedded form on site
 Multi-use
 Lead profile – allows for
enrollment in segments
based on “I AM”
 Tied to trigger-based email
campaigns – personalized
based on profile
 Opt-in for various types of
regular email marketing
communications
 Highly automated on the
back end – uses response
data to enroll in branched Bottom of
triggers form

21. Workflows for post-form completion campaigns
Trigger Campaign – Website – White Paper
Website – White Paper A
Email 1 – Send white paper link
Email 2 – 7-trigger days – Offer webinar video
Email 3– 14 -trigger days – Offer – product
brochure
Offer /Form
Demo/Sales
Meeting
Offer /Form
Demo/Sales
Meeting
Offer /Form
Demo/Sales
Meeting

22. Personalization & Dynamic Content
Content marketing &
nurture marketing
depend on personalized
communications
Dynamic content can be
leveraged to
dramatically improve the
personalized look, feel
and message of the
email

23. Before you pull the trigger….
 Get your content in order – trigger campaigns can eat up content
 Create a content map for each trigger campaign
 Consider the length of the campaign vs. timeliness of content
 Don’t throw content out there for the sake of doing so
 Mix in multi-media/channel content – video/social/blog
 All content should still point to the same outcome/call to action
 Planning trigger campaigns should always focus on the goal/call-to-
action
Plan + Content/Technology
= Trigger marketing

24. Building An Online Resource Center
 What is it? An online library
of all content
 Categorize based on type
(product, educational,
industry)
 Behind forms and open to
all – matched to cycle
 Becomes a destination for
continuous nurture
campaigns

25. Marketing Automation & Content
 If Content is the Currency of Nurture
Marketing then MA is the Central Bank
 Distributes and manages the content
 Profiling determines who gets what
 Nurture emails determine who gets what,
when and how
 Website & response tracking determines
value of content access
 CRM integration keeps sales in the loop on
high-value content downloads & access

26. Questions?
• Schedule a demonstration of SalesFUSION
• Learn more www.salesfusion.com