B2B content marketing case study by Bryony Thomas and Sonja Jefferson featuring Ascentor. Shows how a commitment to consistent, high-quality, content delivers sales results.

1. Content for every step of the sale
Bryony Thomas – Watertight Marketing
Sonja Jefferson – Valuable Content
Case Study: Ascentor
Part of
the B2B
Trail:

2. Hello…
www.b2bmarketing.net

3. www.b2bmarketing.net

4. www.b2bmarketing.net

5. www.b2bmarketing.net

6. www.b2bmarketing.net

7. www.b2bmarketing.net

8. www.b2bmarketing.net

9. • Valuable content powers
sales campaigns
• Inbound & outbound
• 2nd& 3rd in search ranking for
‘G-Cloud Accreditation’
• Guides not brochures start
sales conversations that lead
to business
www.b2bmarketing.net

10. Other benefits
• 400% increase in website traffic
• Top 3 Google ranking for niche terms
• More leads from cold contacts
• More leads from current contacts
• Content draws PR opportunities - specialist &BBC
www.b2bmarketing.net

11. Content as a strategic asset
• Clarity on what they do
• Making marketing a habit
• Content is the gift that keeps on giving
• The wider team in business development
• A client-focused business
• Deepens their expertise
www.b2bmarketing.net

12. Content for sales results
Step Content
Awareness Snappy one liners that grab attention
Interest Helpful stuff over a cup of tea
Evaluation Evidence and endorsements – prove it!
Trial Make it easy to get a sense of being your customer
Adoption Friendly, banter – the emotional connection
Loyalty Keep the conversation going
www.b2bmarketing.net

13. STATUS UPDATES, ETC
PAPERS, PR
OOF
BANTER!
www.b2bmarketing.net

14. DAILY & WEEKLY
MONTHLY &
QUARTERLY
ONGOING
www.b2bmarketing.net

15. The problem
Invitation
Information
Context
Product Ladder
Internal
salesperson
Personality
www.b2bmarketing.net

16. Thank you
@bryonythomas @sonjajefferson
@watertightmkg @valuablecontent
www.b2bmarketing.net