To hear the full story behind this rock star marketing campaign, check out this 15-minute webinar series, featuring four of the best B2B marketing brands: http://bit.ly/1P2C0mR Learn how Netskope built a strong marketing foundation using a myriad of content formats and mapped content to the buyer's journey to craft an unforgettable customer experience.

1. WEBINAR SERIES
5 Ways to Map Content to the
Buyer’s Journey featuring

2. Your Host
Scott Hogrefe
VP of Marketing

3. THE
Cloud Application
PHENOMENON

4. The Breakdown
250+
Employees
Fortune 100
Companies
40+
Patent Claims

5. 5 CORE
STRATEGIES

6. Brut Force Only Gets You So Far
To become a content juggernaut, you
must…
• Get out of spreadsheets
• Get out of email
• Build a repeatable process
In short ...
YOU HAVE TO SCALE!

7. • Frame it in a new way: nurture campaign,
mailer, email campaign, etc.
• It’s OK to reuse content for different stages
of the buyer’s journey, just think it through
“My Education Piece Is Your Evaluation Piece”
Don’t get locked into thinking a single asset can only live in
one part of the buyer’s journey.

8. You need to move FAST. It’s no longer
appropriate to perfect everything.
Build in the mindset with your team
that some things are going to survive
at “good enough” and save your energy
for the “great” stuff when you need it.
Don’t Let Great Be the Enemy of Good

9. If you’re not talking to your prospects,
sales team, and customers, you’re
missing the boat!
• Incorporate feedback when creating new
assets
• Markets change over time—listen and
watch for those cues
• Understand what your audience wants
LISTEN!

10. When building initiatives, content,
etc., make sure you are having fun
with your audience as much as
appropriate.
• Inject humor and personality
• Help people think
Have Fun and Authenticity Will Follow

11. RESULTS

12. The Results
5x
Web Visitors
10x
Qualified Leads
10x
Social Reach

13. Love our content?
bit.ly/CXwebinar_ Bit.ly/CXjourney_