Customers are choosing to delay commercial conversations with suppliers. 57% of the buyer's is completed before customer‘s first serious engagement with sales. The goal for companies is to build a strategy for getting in customer‘s relevant set at an earlier stage. What content marketing tactics needed to reach that goal.

1. 60 % - The presales problem
Michael Schmitz
Head of Content Lab, Publicis Munich
Munich, 18th. November 2013
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2. Funnel and Buying Center Journey
Up-/Cross-Selling potential
Funnel
CONTRACT
Familiarity
Awareness
Consideration
Evaluation
Re-Assurance
B2B Buying Center Journey
Vague notion
for solution
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Interested in
solution
Researching
vendors
Evaluating
Product/solution
Narrowing
field
Social
Vetting
Negotiation
CONTRACT
Ambassadors

3. Looking at the presales funnel: The problem
Customers are choosing to delay
commercial conversations with suppliers
57%
Complete
Customer Due
Dilligence Begins
Source: CeB, MlC Customer Purchase Research Survey, 2011.
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Customer‘s First
Serious Engagement
with Sales
Purchase

4. The goal: Get engaged early
Build a strategy for getting in customer‘s
relevant set in an earlier stage
Customer Due
Dilligence Begins
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Customer‘s First
Serious Engagement
with Sales
Purchase

5. Content becomes the decisive factor
• Content is the currency of the Social web
• Content is, what users search for
• Content let users,
• click
• share
• comment
• subscribe
• follow
• buy
 Therefore companies need a strategy
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6. Why Content Marketing
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7. How do we get there:
The Publicis Content Marketing Process
Details
Process
_________ _______
Feedback Loop
-
Topics
Audiences
Channels
Existing Contents
Modules
_________
- Topic Monitoring
- Channel Monitoring
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- Content Audit
- Persona Map
- Ongoing
Reporting
- Topic Strategy
- Channel Strategy
- Personas
- Workshop
Topic- & Channel
Strategy
- Topic Architecture
- EditWorkshop
Processes & Workflows
- Content Marketing
Cookbook
- Definition of Content
Performance KPIs
-
Editorial-Planning
Content Creation & Curation
Conversation Management
Seeding/Promotion
Content Optimization
- Editorial Services,
Creation & Curation
- Editorial Planning
- Conversation Management
- Optimization Plan for
existing contents
-
Tracking
Check KPIs
Content Performance
Content Optimierung
Monitoring
- Dashboard ContentPerformance KPIs
- Topic Monitoring
- Channel Monitoring

8. Content Strategy: General approach
Create and place the
right content in the right
channel according to
target groups and the
topics relevant to them
Generate
Awareness
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Content Specification:
Optimize the content for
each channel
Increase Customer
Engagement
Enable dialogue:
Set up suitable
feedback channels
Capture Qualified
Leads
Enhance dialogue:
Guarantee sustainable
dialogue and value for
the user through
content
Build Customer
Loyalty

9. Content Marketing Tactics
Up-/Cross-Selling potential
Funnel
New Topics
Topics in
new context
Topics and Materials/Assets
that support decision process in
buying centers – adressing different roles with
different contents
(Initiator, Influencer, Gatekeeper, User, Decider
, User)
Communcating
Added Value
of the company‘s
Products
Emotional,
Engaging
shareable
content
CONTRACT
Familiarity
Awareness
Consideration
Evaluation
Re-Assurance
B2B Buying Center Journey
Vague notion
for solution
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Interested in
solution
Researching
vendors
Evaluating
Product/solution
Narrowing
field
Social
Vetting
Negotiation
CONTRACT
Ambassadors

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