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2. Unlock the power of permission
Source: B2B Marketing Outlook 2015
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3. Unlock the power of permission
Forrester Research reported that buyers might be
anywhere from 75% to 90% of the way through
their buying journey, before they reach out to a
vendor.
Buyers are completing most of their research and
making a decision, before you have an
opportunity to educate or influence them
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4. Unlock the power of permission 4

5. Unlock the power of permission
Use big-picture and industry-focused content; social media,
advertising, sponsorships, PE and become aware of your
company. Goal will be to turn anonymous visitors into
known visitors by enticing them to interact with your
campaigns. This will allow you to start tracking your
website visitors and gain a clear picture of typical buyer
behaviour.
Educate, help prospects evaluate buying criteria, white
papers, eBooks, webinars, events, analyst reports, videos,
reviews, checklists. Use the buyer behaviour you’ve
gathered to target engaged prospects.
Demos, data sheets, trials, pricing, case studies,
references, vendor comparisons, and implementation data.
Your prospects are evaluating specific products and
services and at this stage become willing to engage with
sellers.
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6. Unlock the power of permission
 Proven methodology to build valuable and sustainable consumer relationships by
discovering the triggers that unlock greater levels of permission (UPOP).
Retain
Convert
Activate
Acquire
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7. Unlock the power of permission
Understand, Nurture, Convert
 Step 1 – Define your targets
 Step 2 – Design the buyers journey
 Step 3 – Define the channels / touch points
 Step 4 – Build valuable content
 Step 5 – Nurture your leads
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8. Unlock the power of permission
 A profile of your ideal customer
 Consider all buyers in the decision process.
 In most B2B sales there will be at least four an up to 10
different people involved.
 What will each buyer’s priorities and influences be?
 Consider demographics, behaviours, motivations,
challenges and pain points.
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9. Unlock the power of permission
 Tool: Buyer Profile Template
Buyer Name:
Job Title
Job Description and Responsibilities
Primary goals or objectives
Challenges or pain points
Role in purchase decision
Marketing messages to target with
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10. Unlock the power of permission
 Map your customers decision making process.
 What will they think about when they research and
then purchase your product or service?
Buying Phase Suspect Prospect Visitor Customer Fan Advocate
Buyer Profile
1 action
Buyer Profile
2 action
 Tool: Mapping the Buyers Journey Template
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11. Unlock the power of permission
 Acquiring Prospects: Driving visitors to your site
Acquire
 Search – SEO and Paid
 Social – Content
 Create ads, content and stories based
on your keywords:
 Focus on your value proposition
 Consider the stages in the buying cycle
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12. Unlock the power of permission
 Acquiring Prospects: Driving visitors to your site
 Your keywords are the glue that unites your ads and SEO
content to your site
 Use the keywords that people respond to in your materials to create
specific landing pages and content
 Understand:
 where the prospect is in the buying cycle
 their challenges, motivations and aspirations
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13. Unlock the power of permission
 Converting Visitors to Customers: Understand
the trade
 Use your site content to provide
enough value for a prospect to
provide you their information
 Progressively profile leads by
providing value over time
Convert
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14. Unlock the power of permission
 Content Matrix - once you understand a prospect’s profile
and journey you can create high value content
 Create content your customers want and will read. This
should focus on their issues not your messages.
 Develop content that can be used in various places and
devices: Papers, articles, video, infographic, pod casts
across, webinars etc.
 Create and curate content – be a good source for
information
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15. Unlock the power of permission
 Tool: Content Matrix Template
Buying Stage: Content for Profile Buyer 1 Content for Profile Buyer 2
Interest
Problem
Research
Criteria
Decision
Approval
 Use a content matrix to define the content
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16. Unlock the power of permission
 5 Best Practices
 Target one keyword per page
 Include the keyword in your copy
 Use the exact term
 Optimise but do not overdo it
 Establish a minimum page length but focus on quality
not quantity
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17. Unlock the power of permission
 A keyword is the word or phrase a prospect will use
to search for your content
 Your page content should be about one main topic
 Select keywords that represent your content
 Make sure your keywords are commonly used
 Research words using keyword tools
 Understand your audience and their content needs
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18. Unlock the power of permission
 Use shorter keywords at the start of the sales process
where information needs are broader
 Use long tail keywords help support the end of the sale
when needs are more defined
 Always write content for your customer never for a search
engines
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19. Unlock the power of permission
Marketing Automation
 A proven process for managing and optimising the customer
experience, identifying key aspects to measure, improving
conversion and increasing revenue
 Marketing Automation bridges the gap between lead
generation and customer conversion
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20. Unlock the power of permission
1. Reduce the reliance of cold calling
2. Nurture leads and educate prospects through the sales
funnel
3. Better understand and profile prospects to improve
conversion and reduce costs
4. Segment your database to support targeted and tailored
communications
5. Build a tighter relationship between sales and marketing
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21. Unlock the power of permission
Understand your buyers and their journey
 Step 1 – Define your targets
 Step 2 – Design the buyers journey
 Step 3 – Define the channels / touch points
 Step 4 – Build valuable content
 Step 5 – Nurture your leads
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22. Rick Merten
Managing Director Permission
(02)8024 5401
www.permission.com.au/resources