Demand Gen Report's Lead LifeCycle Series session presented by Content4Demand

1. #LLCSeries
#LLCSeries
SPONSORED
BY
Developing
Content
for
Every
Stage
of
the
Buyer
Lifecycle

2. #LLCSeries
Follow
this
webinar
on
LinkedIn
&
Twi>er
#LLCSeries
Demand
Gen
Report:
@DG_Report
Content4Demand
:
@Content4Demand
Dana
Harder:
@DanaHarder
Tonya
Vinas:
@TonyaVinas
Kim
Zimmerman:
@KimZim2764

3. #LLCSeries
#LLCSeries
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4. #LLCSeries
About
Demand
Gen
Report
• Launched
in
2007
to
track
best
prac`ces
in
lead
genera`on
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5. #LLCSeries
On24
Logis`cs
• Whitepaper
• Datasheet
• Contact
Us
Link

6. #LLCSeries
Panelists
MODERATOR:
Kim
Zimmermann
Senior
Managing
Editor,
Demand
Gen
Report
Dana
Harder
VP
of
Client
Strategy
Content4Demand
@DanaHarder
dana@content4demand.com
201.257.8528 x216
Tonya
Vinas
Sr.
Content
Strategist
Content4Demand
@TonyaVinas
tonya@content4demand.com
201.257.8528 x223

7. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
Developing Content For Every
Stage of the Customer Lifecycle

8. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
8
THE EVOLUTION OF CONTENT MARKETING
…the concept of nurturing comes to life!
Begin
with
the
buyer.
End
with
engagement.

9. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
9
Begin
with
the
buyer.
End
with
engagement.
THE EVOLUTION OF CONTENT MARKETING
…we created a way to measure the nurturing.

10. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
10
Begin
with
the
buyer.
End
with
engagement.
THE EVOLUTION OF CONTENT MARKETING
…we learned to work together, sometimes!

11. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
11
TOP OF
FUNNEL
GENERATION
DIRECT MAIL
EMAIL
EVENTS
ORGANIC
SEARCH
PAID SEARCH
SOCIAL MEDIA
WEBINARS
WHERE WE ARE TODAY!
Begin
with
the
buyer.
End
with
engagement.
*Courtesy
of
our
friends
at
Blue
Bird
Strategies.

12. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
12
TOP OF
FUNNEL
GENERATION
DIRECT MAIL
EMAIL
EVENTS
ORGANIC
SEARCH
PAID SEARCH
SOCIAL MEDIA
WEBINARS
THE MISSED OPPORTUNITY!
Begin
with
the
buyer.
End
with
engagement.
*Slide
courtesy
of
Bluebird
Strategies

13. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
WHAT DOES THIS ALL MEAN FOR CONTENT?
3
Begin
with
the
buyer.
End
with
engagement.
*Charts
courtesy
of
Sirius
Decisions.

14. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
CONTENT AND THE BUYER STAGES
3
Begin
with
the
buyer.
End
with
engagement.
*Charts
courtesy
of
Sirius
Decisions.
EDUCATION
E-books,
Infographics,
Assessments,
Motion
Graphics, White
Papers, Guides,
Blogs,
Newsletters
SOLUTION
White Papers,
White Board
Videos,
Checklists,
QAs, Briefs,
Case Studies
SELECTION
Checklists,
QAs, Briefs,
Case Studies,
Testimonials,
ROI Calculators

15. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
EDUCATION: LOOSEN THE STATUS QUO
INFORM WITH… E-books, Infographics, Assessments, Motion Graphics,
White Papers, Guides, Blogs, Newsletters
3
Begin
with
the
buyer.
End
with
engagement.

16. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
EDUCATION: COMMITTING TO CHANGE
TRIGGER WITH… E-books, Infographics, Assessments, Motion Graphics,
White Papers, Guides, Blogs, Newsletters
3
Begin
with
the
buyer.
End
with
engagement.

17. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
SOLUTION: EXPLORING POSSIBLE SOLUTIONS
BENEFIT WITH… White Papers, White Board Videos, Checklists, QAs,
Briefs, Case Studies
3
Begin
with
the
buyer.
End
with
engagement.

18. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
3
Begin
with
the
buyer.
End
with
engagement.
SOLUTION: COMMITTING TO A SOLUTION
DIFFERENTIATE… White Papers, White Board Videos, Checklists, QAs,
Briefs, Case Studies

19. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
VENDOR SELECTION PHASE: JUSTIFYING SOLUTION
BUSINESS CASE… Checklists, QAs, Briefs, Case Studies, Testimonials,
ROI Calculators
3
Begin
with
the
buyer.
End
with
engagement.

20. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
3
Begin
with
the
buyer.
End
with
engagement.
VENDOR SELECTION PHASE: JUSTIFYING SOLUTION
CONFIRM… Checklists, QAs, Briefs, Case Studies, Testimonials, ROI
Calculators

21. CAMPAIGNS IN ACTION: COX MEDIA
21
EDUCATION
SOLUTION
SELECTION

22. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
22
UNDERSTANDING BUYER NEEDS
THROUGH THE FUNNEL STAGES
Begin
with
the
buyer.
End
with
engagement.

23. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
WHO IS YOUR TARGET AUDIENCE?
3
Begin
with
the
buyer.
End
with
engagement.
Informa`on
about
the
Buyer
➢ Industry
trends
➢ Regional
varia`ons
➢ Value
chain
➢ Size
*Charts
courtesy
of
Sirius
Decisions.

24. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
WHO IS YOUR TARGET AUDIENCE?
3
Begin
with
the
buyer.
End
with
engagement.
Personas
➢ Where
does
the
buyer
need
help?
➢ Can
we
talk
about
the
help?
➢ Where
will
our
insight
make
a
difference?

25. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
WHAT IS THE PAIN REMEDY AT EACH STAGE?
3
Begin
with
the
buyer.
End
with
engagement.
➢ What
ques`ons
will
the
buyer
ask?
➢ General
to
specific
informa`on.
➢ Vision
to
implementa`on
*Charts
courtesy
of
Sirius
Decisions.

26. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
QUICK AND DIRTY: 3 Questions
3
Begin
with
the
buyer.
End
with
engagement.
➢ What
is
the
buyer
doing
at
each
stage
of
the
cycle?
➢ What
informa`on
do
they
need
to
be
effec`ve?
➢ How
can
they
be
the
hero
on
the
buying
team?

27. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
GATHERING ONGOING INTELLIGENCE
3
Begin
with
the
buyer.
End
with
engagement.
Content
Interac`vity
➢ Assessments
and
Quizzes:
Expected
vs.
Actual
➢ Check
out
Comments
and
Other
(Seriously)
➢ Social
ac`vity
➢ Ac`on
buons
➢ When
does
the
call
come?
➢ What
ac`ons
are
they
taking
given
a
choice?
➢ Behavior
with
content

28. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
28
LEVERAGING CONTENT
ACROSS THE FUNNEL
Begin
with
the
buyer.
End
with
engagement.

29. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
CONTENT AND POROUS SILOS
REPURPOSING AND MODULAR CONTENT
3
Begin
with
the
buyer.
End
with
engagement.
Education Solution Selection
Progressive Blog Webinar Guide
Shared/
Repurposed
Infographic G-book Video
Many-to-One Blog round-
up
Top 5
checklist
Case study
portfolio

30. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
AUTOTASK: PROGRESSIVE MODULAR CONTENT
30
Begin
with
the
buyer.
End
with
engagement.

31. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
NANOLUMENS: SHARED / REPURPOSED
31
Begin
with
the
buyer.
End
with
engagement.

32. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
CROWE HORWATH: MANY-TO-ONE MODULAR
CONTENT
Begin
with
the
buyer.
End
with
engagement.

33. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
OTHER WAYS TO BE MORE MODULAR
3
Begin
with
the
buyer.
End
with
engagement.
➢ Quote banks
➢ Stat banks
➢ Unique research
➢ Templates
➢ Design

34. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
CONTENT TO SUPPORT INVESTMENT CASE
3
Begin
with
the
buyer.
End
with
engagement.
➢ Directly
connect
to
top
and/or
boom
lines.
➢ Use
formulas
that
prove
ROI,
TCO,
profitability,
etc.
➢ Clearly
show
the
path
to
adop`on.
➢ Use
an
appropriate
tone.
➢ Make
it
easy.

35. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
35
Begin
with
the
buyer.
End
with
engagement.
THANK YOU!!!

36. #LLCSeries
Q
A
//
Panelists
MODERATOR:
Kim
Zimmermann
Senior
Managing
Editor,
Demand
Gen
Report
Dana
Harder
VP
of
Client
Strategy
Content4Demand
@DanaHarder
dana@content4demand.com
201.257.8528 x216
Tonya
Vinas
Sr.
Content
Strategist
Content4Demand
@TonyaVinas
tonya@content4demand.com
201.257.8528 x223

37. #LLCSeries
REGISTRATION
OPENS
MONDAY!
www.Content2Conversion.com
February
15-­‐17,
2016
ScoWsdale,
Arizona

38. #LLCSeries
All
sessions
are
available
on-­‐demand
at:
www3.demandgenreport.com/lls15
Thanks
for
aending
this
session
and
the
series!