Today's customer is being pulled in many different directions at once, with buying opportunities at every turn. How can you break through the noise? One way to stand out is through consistently providing value in the form on content marketing, in tandem with search, social, and email marketing. Research has shown that conversion rates are nearly 6x higher for content adopters than non-adopters, and content marketing costs 62% less than traditional marketing. Now, content marketing isn't a new idea, but to attract the modern buyer, the way it's executed must be seamless. In this webinar, you'll learn -How to determine your customers' wants and create or find content related to your product or service around those desires. -How to index and identify your best lead-gen content, set business goals, and measure results. -How to integrate content marketing into your other marketing tactics, such as search and email, for a 360-degree approach.

1. How to Market and Sell
to the Modern Buyer
#SMTLive

2. Thank You to Our Sponsor
@ActOnSoftware

3. Join the Conversation…
Follow along and share
your thoughts on
Twitter at #SMTLive
Submit your
questions in the
GoToWebinar
control panel

4. Our Speakers
Amber Armstrong leads digital amplification for IBM Commerce, Mobile, and Social divisions. She focuses on telling the IBM
story externally and connecting with external influencers, customers, employees, and entrepreneurs to surround the IBM story.
She takes an intraprenuer mentality to bring innovation to IBM social presence and is passionate about electrifying entrepreneurs
with technology. @ambarmstrong
Rachel Rosin is responsible for the development and execution of webinars and email campaigns designed to attract, capture
and nurture prospects and leads. She is also a key player in content development for lead and pipeline cultivation, with a focus
on increasing conversion rates. @rosin_rachel
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating
buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author
of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for
Dummies 3rd Edition (Wiley 2012). @PaulDunay
Jeff Soriano is a B2B Demand Generation Marketer with over 10 years of experience in the tech space. His focus is on
executing strategic marketing programs that contribute to the growth of the sales pipeline and new bookings. @SorianoJeff

5. STEP
1:
Creati
ng
Buyer
Person

6. STEP
2:
Person
a
Matrix

7. STEP
3:
Buyer’
s
Journe
y

8. STEP
4:
Conten
t
Mappin
g

9. Don’t wait on your prospects to
come to you – go to them!
• Where does your audience look for
trusted content?
– Media vendors
– Influencers and analysts
– Friends / family – your employees
– Branded social channels
Provide value to prospects where they are,
bring them on domain later in the funnel

10. How can you participate
authentically?
• Share thought leadership facts – in bite size,
socially shareable chunks
• Capture and share trusted others’
viewpoints – influencers and employees
• Break the brand boredom – find a new way
to tell the story

11. See some examples
• Startup competition for millennial-led,
social good entreprenuers
– www.ibm.com/newwaytostartup
• Knowledgeable thought leadership
– www.ibm.com/futurists

12. ENGAGEMENT
• Lead & Demand
Generation
• Thought Leadership
• Create Suspects
• Provide product info
• Talk about strategies
• Give away content
Our Challenges Today
The Modern Buyer
ACQUISITION
• Creating targeted and
relevant campaigns
• Converting unknown
audiences to known
• Developing
successful cross-
channel strategies
• Turn Suspect to
Inquiries
CONVERSIONS
• Validate buyer
decisions with the
WHY
• Fight for a line in the
budget
• Create complete
shareable content
• Understand the buyer
roles

13. Our Speakers
Amber Armstrong leads digital amplification for IBM Commerce, Mobile, and Social divisions. She focuses on telling the IBM
story externally and connecting with external influencers, customers, employees, and entrepreneurs to surround the IBM story.
She takes an intraprenuer mentality to bring innovation to IBM social presence and is passionate about electrifying entrepreneurs
with technology. @ambarmstrong
Rachel Rosin is responsible for the development and execution of webinars and email campaigns designed to attract, capture
and nurture prospects and leads. She is also a key player in content development for lead and pipeline cultivation, with a focus
on increasing conversion rates. @rosin_rachel
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating
buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author
of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for
Dummies 3rd Edition (Wiley 2012). @PaulDunay
Jeff Soriano is a B2B Demand Generation Marketer with over 10 years of experience in the tech space. His focus is on
executing strategic marketing programs that contribute to the growth of the sales pipeline and new bookings. @SorianoJeff

14. Join the Conversation…
Follow along and share
your thoughts on
Twitter at #SMTLive
Submit your
questions in the
GoToWebinar
control panel

15. Thank You to Our Sponsor
@ActOnSoftware

16. Upcoming Webinar
July 21st
Social Data Made Simple:
Getting Started with a Strategy