Heb je contentmarketing al redelijk onder de knie? Dan wordt het tijd om jouw strategie naar het volgende niveau te tillen. Hoe? Breng de buyer journey in kaart, maak gebruik van content mapping, nurture jouw leads en stroomlijn marketing en sales binnen jouw organisatie.
In deze presentatie hebben we het over:
- Hoe je het koopproces van jouw koper in kaart brengt en waarom je dit wilt weten
- Hoe je gebruik maakt van content mapping
- Hoe je leads nurtured over een langere periode
- Welke tools je als marketeer tot je beschikking hebt
- Wat dit allemaal betekent voor jouw organisatie
3. Sign up for multiple masterclasses and receive a 20% discount!
@spotonvision
#b2bnl
Upcoming events
spotONvision masterclasses
24 September: Content marketing the next level
9 October: Starting with marketing automation
20 November: Buyer personas: insights in the B2B buyer
Mark in your agenda:
B2B Marketing at the speed of light
6 November 2014
Eindhoven
5. Agenda
①Content marketing
②Buyer persona - content consumption during the buyer journey
③Content mapping to create engagement - how to develop content
@spotonvision
#b2bnl
which is highly buyer focused
④Create the dialogue by one-to-one nurturing - automated campaigns
driven by buyer pull
⑤Channels: Mixing inbound and outbound
⑥Develop the right metrics to measure your success
7. Why do we need to take content marketing seriously?
@spotonvision
#b2bnl
Become thought leader
Increase inbound requests
Generate and nurture quality leads
Improve database
Increase brand awareness
Improve search engine performance
Engage and motivate sales
Help the community!
9. @spotonvision
#b2bnl
“The problem is getting the
right content to the right
people”…”Producing smart,
highly targeted and truly
innovative content can be
really challenging.”
The challenge
10. @spotonvision
#b2bnl
10
principles
Be relevant to your readers
It’s not about you!
Choose a content category and stick to it
Be trustworthy provide supporting data
Involve your customers, partners and others
Optimize your content
Show your knowledge & expertise
Offer valuable content to your audience. Not self
promotional
Relevant to your company
Be unique
11. Buyer persona
①Content marketing
②Buyer persona - content consumption during the buyer journey
③Content mapping to create engagement - how to develop content
@spotonvision
#b2bnl
which is highly buyer focused,
④Create the dialogue by one-to-one nurturing - automated campaigns
driven by buyer pull
⑤Channels: Mixing inbound and outbound
⑥Develop the right metrics to measure your success
14. @spotonvision
#b2bnl
Results of using Buyer Personas
Change misconceptions about buyer segments
Effective marketing messages and programs
Better engagement
Insight in how to nurture your buyer
Better marketing ROI
15. Increase conversion rates by sending the right
message at the right time to the right persona
@spotonvision
#b2bnl
Communication Effectiveness
Right-Time
Right-Message
True Personalization
One to One
Behavior-Driven
Segment
Customer-Driven
Batch and Blast
Product-Driven
Best-in-class lead scoring
programs increase pipeline
thickness by 27% v. the
average of 12%.
v Eloqua Best Practices: The Revenue Lifecycle™
“Campaigns that target
based on Website user click-stream
data outperform
untargeted broadcast
campaigns by nearly 4 to 1.”
Forrester Research
“Segmented lists yielded
an 11.7% CTR v. un-segmented
lists of same
size yielding only a 0.6%
CTR.
Marketing Sherpa
Aberdeen Group
18. Content Mapping
①Content marketing
②Buyer persona - content consumption during the buyer journey
③Content mapping to create engagement - how to develop content
@spotonvision
#b2bnl
which is highly buyer focused
④Create the dialogue by one-to-one nurturing - automated campaigns
driven by buyer pull
⑤Channels: Mixing inbound and outbound
⑥Develop the right metrics to measure your success
20. @spotonvision
#b2bnl
Buyer
Persona A
Stages Question
from buyer
Suitable Content
awareness trigger 1. Article/Blog
2. Video
3. Paid media
research 1. Webinar
2. Email news
consideration assess 1. Whitepaper
2. eBook
3. Master Class
4. Round Table
negotiate 1. ROI
calculator/Quic
k scan
2. Demo
3. Testimonial
decision purchase 1. Face-to-face
event
Figure out what
content triggers
Content mapping
21. @spotonvision
#b2bnl
Content creation criteria
After the mapping, before you create your calendar, please
check:
Is it really relevant to your buyer?
Is it unique?
Does it add value?
Does it make sense for you to produce? Is it in your domain?
Can you actually create it easily?
22. Dialogue
①Content marketing
②Buyer persona - content consumption during the buyer journey
③Content mapping to create engagement - how to develop content
@spotonvision
#b2bnl
which is highly buyer focused
④Create the dialogue by one-to-one nurturing - automated campaigns
driven by buyer pull
⑤Channels: Mixing inbound and outbound
⑥Develop the right metrics to measure your success
24. Channels
①Content marketing
②Buyer persona - content consumption during the buyer journey
③Content mapping to create engagement - how to develop content
@spotonvision
#b2bnl
which is highly buyer focused
④Create the dialogue by one-to-one nurturing - automated campaigns
driven by buyer pull
⑤Channels: Mixing inbound and outbound
⑥Develop the right metrics to measure your success
26. Metrics
①Content marketing
②Buyer persona - content consumption during the buyer journey
③Content mapping to create engagement - how to develop content
@spotonvision
#b2bnl
which is highly buyer focused
④Create the dialogue by one-to-one nurturing - automated campaigns
driven by buyer pull
⑤Channels: Mixing inbound and outbound
⑥Develop the right metrics to measure your success
27. @spotonvision
#b2bnl
Metrics for success
Volume: Inquiries, Marketing qualified leads
Conversion rates
Cost per lead (outbound vs. inbound)
28. @spotonvision
#b2bnl
3 things to remember
Lead Nurturing relates to the buying cycle and focuses on what
the buyer needs
Your goal is to build relationships and profile information with
suspects
Make sure you have valuable content to deliver!
29. @spotonvision
#b2bnl
Want to know more?
Take your Content Marketing to the next level with our new eBook:
“Contentmarketing voor gevorderden”
Price: €20,-
Contact us to receive your copy
30. @spotonvision
#b2bnl
Q&A
spotONvision masterclasses
Wednesday 24 September: Content marketing the next level
Thursday 9 October: Starting with marketing automation
Thursday 20 November: Buyer personas: insights in the B2B buyer
Sign up for multiple masterclasses and receive a 20% discount!
31. @spotonvision
#b2bnl
Want to know more? Or need help?
www.spotonvision.com
@spotONvision
@b2bmktforum
LinkedIn groups:
B2B Marketing Forum &
Passion for B2B Marketing
http://www.youtube.com/user/spotONvision
Notes de l'éditeur
Jessica
Jessica
Ingrid
Research numbers for each stage
Just look at the options we have when we market, or publish our content/information.