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Welcome.<br />4 Steps to Adopting a Buyer-Centric Marketing Model<br />Lauren Goldstein<br />VP Strategic Planning<br />Babcock & Jenkins<br />

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What You’ll Learn in 35 Minutes<br />4<br />Why Audience Insight is Crucial<br />Knowing Your Buyer <br />Creating a Buyer’s Journey “Map”<br />Content Strategy/Roadmap<br />

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Lead Ahead!<br />

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Why is Audience Insight Crucial?<br />“Let’s do an email campaign about our new widget that’s launching next quarter…”<br />

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Yesterday’s Funnel<br />Source: Forrester Research, Inc<br />

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Today’s Reality<br />5%<br />50%<br />Source: Forrester Research, Inc<br />

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Marketing Must Evolve to Meet Customer Needs<br />

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Opportunity:<br />Start with the customer!<br />

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Knowing Your Buyer<br />Step 1: Defining Segments<br />Step 2: Persona Development<br />

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Quick Poll<br />

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Step 1: Define Key Segments.<br />Buyers<br />Influencers<br />Researchers<br />

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Step 2: Behavioral Profile/Persona<br />

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Step 2: Behavioral Profile/Persona<br />

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Speak in THEIR Words!<br />

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Creating a Buyer’s Journey Map<br />Step 3<br />

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Buyer’s Journey<br />16<br />

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Quick Poll<br />

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Content Strategy Roadmap<br />Step 4<br />

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Audit & Map Content, Define Gaps……….<br />

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…Then Fill in Gaps….<br />Plan and repurpose content and information you get from them into multiple formats.<br />Use your SMEs wisely – interviewsinstead of assignments/give them something to react to.<br />Consider purchasing content and asking them to review it/provide a Point of View on camera.<br />

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….And Atomize! (aka “Multi-Purpose”)<br />

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In Action<br />Content Alignment Delivers Relevant Conversations!!<br />

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The Content Dictionary<br />Content Strategy<br />Content Unit<br />Customer-Centric Marketing<br />Multi-Purposing<br />Persona<br />Atomization<br />Audit and Mapping<br />Buyer’s Journey <br />Content Asset<br />Content Marketing<br />Content Strategy<br />www.LaurenOnDemand.com<br />Search: “Speak Content”<br />

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Thank You!<br />Lauren Goldstein<br /> laureng@bnj.com<br />Twitter @LaurenOnDemand<br />Blog www.LaurenOnDemand.com<br />