IQ CONTENT MARKETING RECOMMENDATIONS

Transcription

1 IQ CONTENT MARKETING RECOMMENDATIONS

2 Establish the Buyer Develop Touchpoints Drive To Conversions Discussion Outline Content Mapping & Drip Lead Scoring & Automation

3 CREATING BUYER PERSONAS Personas are archetypes that describe the various goals and observed behavior patterns among our potential users and customers. Personas are focused on the roles and responsibilities of particular people that we are going to try to establish dialogue and conversation with that are going to be part of the purchasing process. In our B2B, SaaS environment we ve found that there are multiple buyers & influencers: Brand manager IT Manager Digital Operations Manager (Digital) Procurement For each persona, we should have a general understanding of their demographics. Industry/Company Level/Title Function Desired Info/Sources Goals/Challenges

4 PERSONAS GO BEYOND DEMOGRAPHICS Leverage the 5 Rings of Buying Insight model to develop buyer personas. Priority Initiatives Success Factors Perceived Barriers Buyer s Journey Decision Criteria ACTION: Conduct interviews with internal colleagues and current product clients. Account teams Survey current GSW clients Survey/interview buyers & influencers

5 DEVELOPING CONTENT TO SUPPORT THE BUYING PROCESS Adjusting & targeting our marketing messaging and content to a specific point in the sales cycle can yield higher visitor-to-lead & lead-to-sale ratios. PHASE AWARENESS REACH & EDUCATE CONSIDERATION INFORM & DIFFERENTIATE PURCHASE/ INITIAL USE MOTIVATE LOYALTY RELATIONSHIP WHAT IS HAPPENING Consumer has identified a need/challenge and is starting to learn about the category. The consumer s goal is to understand what possibilities exist & develop a list of questions to ask Consumer is trying to learn about what products exist. While some choice reduction happens along the way, the primary goal is to broaden the consideration set & determine the final criteria for making a choice Consumer has identified the criteria set and has finished the discovery stage. They have narrowed their selection to 2-3 candidates. The customer and is looking for instant validation of their purchase decision. Opportunities to provide continuous feedback and receive solutions to their issues are a positive. 3 months 1 year 3 months 1 year 3 months 1 year 5 years CONTENT LIST White Paper Category information Blogs/infogrpahics Industry Reports Tip Sheets How-to video Education webinar Editorial articles Print advertising Social updates Product information Product webinars Case studies Testimonials Custom landing pages Demo Video Comparison Chart Price/Data sheets Face-to-face/online demo FAQs Proposals/Quotes Pilot programs Master Licensing Agreement Training Deployment process Knowledge base Technical Support Satisfaction survey Contract notifications Feedback sessions Category news Product enhancements & roadmap TONE GENERAL Educate the consumer, not on our solution but on their need SPECIFIC Speak directly to how we can solve the consumer s need/challenge. Bridge gap between education & product information. PERSONAL Creates action by the prospect because they are more educated about their need and why we re a good choice for solving it. PERSONAL

6 ENCOURAING LEADS TO STEP FORWARD With content targeting specific buyers and their phase in the buying process, we can create compelling content that prompts leads to identify themselves. SlideShare Content View LinkedIn Sales Navigator Product.com Request a Demo PPC Search Advertising Product.com Content Download In-person Tactics

7 DRIVING TRAFFIC TO CONVERSION POINTS Leveraging digital + offline channels, we can point prospects toward lead generation offers where they exchange their contact information for specific content. Search Paid Social Facebook Linkedin SlideShare YouTube Landing Page + Offer SlideShare Content Download Product.com Demo Request Product.com Content Download LinkedIn Sales Navigator Opt-In Form Drip Campaign Ads Print Trade Shows Product.com

8 KEY IS CONVERSION-OPTIMIZED SITES Websites & landing pages that are optimized for conversion feature content that targets pain points, has content for each stage of buying process, and multiple call-to-actions Landing pages that convert Compelling offers + great titles Call-to-action Optimized forms

9 OPTIMIZING CONTENT DISTRIBUTION Drip campaign metrics & analysis will highlight highest content & tactics that prompt specific lead behavior allowing us to optimize the content flow. YES Rep Call YES ebook NO OPEN? POV OPEN? Social Outreach NO Video YES OPEN? Online Demo NO Drop

10 INITIATING A DRIP CAMPAIGN AFTER OPT-IN Once a prospect has opted-in through a touchpoint to receive more information, we initiated a pre-developed drip campaign to nurture & drive the lead through the sales process. Drip Content Targeted Phase 24 hours Rep follow up with introductory Awareness 30 days with offer to download POV Awareness 2 months with industry trend report Awareness 3 months promoting educational webinar Awareness 4 months Call from sales rep to check in Consideration 6 months promoting product webinar Consideration 8 months with competitor comparison sheet Consideration 9 months with product FAQs Consideration 10 months Call from sales rep to schedule demo Consideration 1 year Sales rep offers pilot program Purchase PURCHASE 1 month with customer satisfaction survey Loyalty 3 months Rep calls to schedule quarterly feedback session Loyalty

11 ASSIGN VALUES TO CUSTOMER BEHAVIORS Assigning scores to specific behaviors by prospects allows our sales team to determine and prioritize the hottest leads. Drip Content 24 hours Rep follow up with introductory 30 days with offer to download POV 2 months with industry trend report 3 months promoting educational webinar 4 months Call from sales rep to check in 6 months promoting product webinar 8 months with competitor comparison sheet 9 months with product FAQs REQUSTED DEMO +1 DOWNLOAD POV +3 DOWNLOAD REPORT +3 ATTEND WEBINAR +10 OPEN COMPARISON CHART months Call from sales rep to schedule demo 1 year Sales rep offers pilot program -4 COMPANY SIZE < 1, NON-BIZ

12 TO DO THIS WELL, WE NEED Investment in marketing automation ($6K to $12K/year) Continued investment in SalesForce.com Additional creative resources to support quick development of landing pages, digital ads, and ebook/webinar presentations ~20 hours/week of dedicated creative support for banner ad development, landing page design, copy/art, ebook creation ~10 hours/week of development support to build custom pages, forms, etc. Allocation of 40 hrs/week toward content marketing for marketing manager 25% strategy development 25% execution 25% monitoring/updates 25% data reporting