"B2B Content That Drives Conversions" is a better marketing webinar designed to help you attract and acquire new prospects, nurture prospects already in your database, or qualify their sales readiness.
Learn how to create more findable, relevant and valuable B2B marketing content to support your lead generation programs.
“B2B Content That Drives Conversions” looks at how to:
- Engage your prospects using your subject matter expertise
- Develop a customer-focused content strategy
- Create more findable content
Your Speaker: Scott Armstrong, Co-Founder and Partner, Brainrider
TeamStation AI System Report LATAM IT Salaries 2024
B2B Content That Drives Conversions
1. B2B Content
That Drives Conversions
A Better B2B Marketing Clinic
@Brainrider
Scott Armstrong is your presenter today.
He is a partner @Brainrider
where he specializes in better B2B marketing.
2. What you’ll learn in the next 25 min
• Why content isn’t converting as well as you need it to
• The 5 keys to creating content that converts
• How content can influence B2B buyer decision-making
• Which content approaches work best for:
– Converting visitors to prospects
– Converting prospects to engaged leads
– Qualifying engaged leads as sales-ready
• How to develop & test content ideas in a scalable,
efficient way
10. … aligned to their buying decision.
If your
customer
is asking:
What’s my
problem?
How do I fix
my problem?
Are you
right for me?
They
want:
Education &
Benchmarks
Solution Options &
Product Suitability
Proof Points &
Decision Support
What to
share
with
them:
•Trends
•Benchmarks
•Analyst coverage
•101 Education
•How to guides
•How other people
are solving this
•What is the solution &
how does it work
•Solution comparisons
•Pitfall analysis
•Readiness & suitability
assessments
•How to choose a
vendor
•Pricing
•Bench strength
demonstration
•Case studies
•ROI/TCO
•Working with us
•How to buy
11. 5 keys
to creating
content
that
converts
1. Identify, plan, and organize
by customer needs & pains
2. Leverage your company’s
subject-matter expertise
3. Target buyer intent search
keywords and phrases
4. Describe your content
using customer language
5. Test & learn with light
tactics, then scale winners
into heavier tactics
18. Find subject-matter expertise that
connects with customer needs.
• Who are your SMEs and what do they know?
• Reverse engineer what you already sell
• Ask your customer-facing staff
• What search terms are driving site traffic?
• What on-site search terms are common?
• What searches are high volume?
20. Look at longer search phrases for
suffixes that show buyer intent.
…jobs in San Francisco
…job description
…comparison
…alternatives
…white paper
…pricing
…best practices
…pricing comparison
…implementation guide
…consulting hourly rate
…email/landing page template
…requirements document
…contract terms
…structure of team
MARKETING AUTOMATION…
22. Which one is buyer-focused?
Marketing Automation
Vendor Comparison Guide
Marketing Automation
Buyers Guide
Another Better B2B Marketing Resource Another Better B2B Marketing Resource
23. Which one is buyer-focused?
Marketing Automation
Vendor Comparison Guide
Another Better B2B Marketing Resource
Marketing Automation
Buyers Guide
Another Better B2B Marketing Resource
24. Which one is buyer-focused?
How To Sell
Marketing Automation
To Your Boss
Marketing Automation
Requirements Document
Example & Template
Another Better B2B Marketing Resource Another Better B2B Marketing Resource
25. Which one is buyer-focused?
How To Sell
Marketing Automation
To Your Boss
Marketing Automation
Requirements Document
Example & Template
Another Better B2B Marketing Resource Another Better B2B Marketing Resource
26. Test & learn with
light tactics, then
scale winners into
heavier tactics.
27. Test & learn with light tactics
• Social media sharing
• Social publishing
• Blogging / guest blogging
• Article syndication / contribution
28. Repurpose existing assets buried deep
inside your content shoebox
• Dense marketing assets: White papers, ebooks
• Recorded media: webinars, podcasts, videos
• Image media: infographics, illustrations,
presentations
• Training materials
• Support manuals, user forums, knowledge base
• RFP responses & sales proposals
32. See what contributed to a sale
RESOURCE
Marketing Automation
Optimization Checklist
RESOURCE
2013 B2B Marketing
Budget Allocation Tool
RESOURCE
Better B2B
Marketing Checklist
WEB VISIT PAGEVIEWS
Web content about
planning & content