1. The Customer Path:
From Lead Gen to Customer
January 26, 2012 – Content Marketing Retreat
Jeff Erramouspe, President
@jefferramouspe
Manticore Technology - Copyright 2012. All rights reserved.
2/8/2012 Technology, Inc. – Copyright 2011. All rights reserved.
2. B2B Buyer’s Journey
Sales Implementation
Outbound Referrals
Social Online
Media Research
2/8/2012 Manticore Technology - Copyright 2012. All rights reserved.
3. B2B Purchasing Behavior
Prefer to utilize Web and social media to create a shortlist
Resistant to sales calls/messaging during this phase
Without 1:1 interaction, seller has no control of the process
2/8/2012 Manticore Technology - Copyright 2012. All rights reserved.
4. Evolving Role of Marketing
Marketing now has
responsibility for early
stage selling
Must use content to
engage prospects and
drive them through
buying process
Must use technology to
track behaviors and
automate interactions
Marketers have become Publishers – must tell compelling stories
2/8/2012 Manticore Technology - Copyright 2012. All rights reserved.
5. Understanding Your Process
Define
personas &
phases
Understand your buyer’s
process
Track usage Map content
by persona & to personas Think analytically &
phase & phases
systematically
Use existing sales data to
prime the pump
Interview closed buyers
Integrate w/
about their process
Identify
sales process
content holes
& tools
Fill holes w/
new content
2/8/2012 Manticore Technology - Copyright 2012. All rights reserved.
6. Persona & Stage Based Messaging
Personas
Decision maker
Economic buyer
Influencers
Approvers
Users
Buying Stages
Awareness
Education
Consideration
Validation
Decision
2/8/2012 Manticore Technology - Copyright 2012. All rights reserved.
7. Telling a Compelling Story
Address the unique needs of prospects
at different buying stages
Early content should start a conversation
and address business issues
Later content should be product specific
and focus on purchasing concerns
Consider your cadence; you don’t want
to be annoying, but you don’t want to be
forgotten
Develop content that progresses and
accelerates the prospect’s buying cycle
2/8/2012 Manticore Technology - Copyright 2012. All rights reserved.
8. Why Content Marketing Works
Leads the prospect through his buying cycle
Creates a dialogue with prospects that
matches the way they want to buy
Provides a clear indication of where prospect
is in buying cycle
Reduces sales cycles and provides more
predictable sales pipeline
2/8/2012 Manticore Technology - Copyright 2012. All rights reserved.
9. The Role of Marketing Automation
Symbiotic Relationship
Tracks prospect
behavior
Automates prospect
interactions
Measures content
Content
efficacy
Marketing
Automation Integrates with sales
process
2/8/2012 Manticore Technology - Copyright 2012. All rights reserved.