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Develop Compelling
     Content for Each Stage of
         the Buying Cycle
              A B2B Marketing Forum Workshop

                                                           Author:
Paul Gillin                                   The New Influencers
@pgillin                         Secrets of Social Media Marketing
                         Social Marketing to the Business Customer
                                Attack of the Customers (late 2012)
How We Share Influence



       PRE MEDIA AGE            MASS MEDIA AGE                                        SOCIAL MEDIA AGE



                                                               Talk face to face          Personal blog             Comments on blogs

                                                                  Phone call           Social network page         Comments on websites
                                  Talk face to face
                                                              Talk to shop worker            Widgets                    Viral emails
                                     Phone call
                                                             Consult a professional     Video sharing site            Auction websites
            Talk face to face    Talk to shop worker
                                                                Readers Letters         Photo sharing site                Wish lists
       Talk to shop worker      Consult a professional
                                                             Phone in; TV / Radio          Chat rooms               Ratings on retail sites
                                   Readers letters
                                                                     SMS                 Message boards            Reviews on retail sites
                                Phone in; TV / Radio
                                                                     Email              Social Bookmarking         Price comparison sites

                                                              Instant Messenger             Chat room               Social shopping sites




                                                         Customer influence channels



 @pgillin
 #mpb2b                                                                                                      Source: Universal McCann Erickson
The Sales Funnel…




                      Suspects



                Qualified Prospects



                    Hot Prospects



                     New Clients


@pgillin                              Image Credit: Retail Sales Systems, LLC
#mpb2b
…Has Been Flipped…


                 Respond & Iterate



                 Invite Engagement



                       Listen



              Go Where the People Are




 @pgillin                               Image Credit: Retail Sales Systems, LLC
 #mpb2b
…and Flattened

            Customer interfaces




                                  Source: Monitor

 @pgillin
 #mpb2b
New World Prospecting



               INBOUND         OUTBOUND

     SEO                 Bottom-up lead gen
     Blogs               Enhanced lead
     Twitter
                         qualification

     Content Premiums    Multiple points of
                         engagement
     Word of Mouth




@pgillin
#mpb2b
Integration Now Means “Everything”


        Value of Specific Marketing Communications Programs
  100


   75


                                                                                       10 of 14 achieved
   50
                                                                                       50% top 2 box score
   25


    0


     Public        Internet     Word of       In-store/     Direct        Social        Mobile
     Relations                  Mouth/Viral   Point of Sale response      Networking    Marketing
                                                            advertising

            General       Search Engine Sales        Event          Sponsorship   Branded       Videogame
            Advertising   Marketing     Promotion    Marketing                    Entertainment Advertising



@pgillin                                                    Source: Association of National Advertisers, 2010
#mpb2b
Source: Marketing Sherpa, 2011
The Content Marketing Cycle




@pgillin
#mpb2b                        9
Marketing Then   Marketing Now
Researching Customer Buying Patterns


•Ask them!
 – Surveys
 – Focus groups
 – Feedback communities (Communispace, Passenger, MotiveQuest)
•Track visitor paths to conversion
•Independent research
•Trade associations
•Referral incentives
•Affiliate programs




 @pgillin
 #mpb2b
Possible Questions to Ask

  •Do they read blogs?
  •Are they active on Twitter, Facebook, or other social networks?
  •What kind of search terms do they use? Do they subscribe to any
   email newsletters?
  •What kind of information do they tend to consume online?
  •Educational pieces? Trend articles? Interactive tools like calculators or
   worksheets?
  •Do they watch videos or listen to podcasts?
  •How do they research products?




 @pgillin
 #mpb2b
Monitor Conversations




             Look for how
            people express
                needs



 @pgillin
 #mpb2b
CONDUCT A CONTENT AUDIT
Social     Private   Review   Virtual
Choosing Tools               Blog   Podcast Video
                                                    Network   community   engine   world

Build community

Counter negativity

Crisis management

Customer conversation

Expose employee talent

Generate web traffic

Humanize the company

Market research

Media relations

Generate new product ideas

Product promotion

Customer service

Customer feedback

Find advocates

Sales leads
Tools for the Funnel



                 Suspect         White paper | eBook
                                 Analyst report | Publication
                                 Blog | Article | Tweet | Podcast

            Qualified prospect

                    Quality
                    Contact      Case study | Video testimonial
                                 Guided tour | Product demo
                   Hot           Webinar | Press coverage
                prospect         Glossary | ROI calculator



                  New             Free trial/Consultation
                customer          Help desk | Chat | Forum
                                  Training | Usage tips
                                  Contact information

 @pgillin                             Source: NowSpeed Marketing, Inc.
 #mpb2b
MATCHING CONTENT
TO THE FUNNEL
Testimonials


                                                                                          Community
                         Newsletter




                                                       Explainer
                                             Webinar
Match Tools to




                                             Ebook/




                                                                   Demos
                 Offer




                                                         Tech
                                      Blog
Customer
Type


Awareness


Research


Comparison


Purchase


Loyal Customer

At-risk
Customer
Segment Customer Behavior



  Who are your      High
                                                                                             Enthusiasts
  high-value
                     Leading-Edge Technology
  customers?
                                                                     Online Aficianados



  How do they                                                        Practicals
  typically enter
  your sales
  funnel?                                                                                 How Best Buy
                                               Ambivalent Aspirers
                                                                                          segments its
                                                                                          customers
                    Low                             Deal Drivers



                                                 High                                                 Low
                                                                        Price Sensitivity


@pgillin
#mpb2b
Develop Content for Each Stage


   Topic: Choosing a
   Commercial Printer

   Awareness            The Magic of the Printed Experience

   Research             A Printer is a Partner: Make Smart Choices

   Consideration        Commercial Printing Selection Checklist

   Purchase             How Print Delivered for This Retailer

   Loyal Customer       Integrating Print and Online Marketing

   At-Risk Customer     About Our Customer Rewards Program

@pgillin
#mpb2b
Develop Media Plan for Each Message


   Message: A Printer is a Partner: Make Smart Choices

   Offer                   Introductory or follow-on discount

   Newsletter              ‗The Magic of Print‘ monthly

   Blog                    Employee Spotlight

   Explainer               ‗Behind the Press‘ educational videos

   Demo                    Request a sample kit

   Testimonial             Spotlight long-time customers

@pgillin
#mpb2b
The Content Cube
                          Content Asset


           Buying Stage




@pgillin
#mpb2b
Reuse and Repackage

                                 Begins as a tweet




               Becomes a blog
                   entry


  Feeds a
  podcast


                                   Stokes a white paper


            That gets tweeted!
TARGETING CONTENT
Who‟s Your Reader?

     •Professional?
     •Enthusiast?
     •Peer?
     •Novice?
     •Investor?
     •Competitor?
     •Media?

                                                     It may help to post a
            You can’t communicate effectively with       picture of that
            an audience you don’t know. When you        person on your
            write, visualize your reader.                  office wall!


 @pgillin
 #mpb2b
It‟s More Than Demographics

   Know your reader on a psychographic level:



            Motivations
            Fears
            Passions
            Goals
            Self-Image
            Needs
            Desires



 @pgillin
 #mpb2b
Find
Remarkable
  People




             Bill Hill, Microsoft
Package Knowledge You Already Have


  Today, you can take
  your message directly
  to your constituents
  without relying upon
  media intermediaries


            And why would you
           not want to do that?




@pgillin
#mpb2b
Help Others

                        Clickable’s Gurus

              Goal      Generate Leads!
              Tactic    Build awareness by sharing
                        domain knowledge
              Metrics   Unique visits; Online
                        mentions; Referrals;
                        Conversions
              Results 2,000% increase in site
                        visitors
                        300% jump in buzz index
                        50% increase in customers
                        400% increase in ad billings
Lead Gen Excellence


                                                                  73 blogs

                                                                  17 bloggers

                                                                  600% jump in
                                                                  leads

                                                                  Top quality



           ―Get engineers talking to engineers and get everyone else out of the
           middle.‖
                                                        Rick Short, Marcom Director
@pgillin
#mpb2b
A Reader is a Lead




           Each blog has the
           option to ask a
           question of the
           engineer




@pgillin
#mpb2b
CONTENT FORMATS
Content Need Never Die




 @pgillin
 #mpb2b
Bonus Views for Snapshots




@pgillin
#mpb2b
New Life For Old PowerPoints
Even Spreadsheets




@pgillin
#mpb2b
Why Not Flickr-ize This Graphic?
SEARCH MATTERS
Blogs Generate 97% More Links




                                Source: HubSpot
 @pgillin
 #mpb2b
Lower Cost Per Lead

   $400                                     $373
                                                                                $346
   $350             $332

   $300

   $250

   $200

   $150     $134                   $143                          $135

   $100

    $50

      $0
               2010                    2011                             2012
                   Inbound-dominated      Outbound-dominated
 @pgillin
 #mpb2b                                            HubSpot 2012 State of Inbound Marketing Study
Why Search Matters


 • Your press releases reach people directly
 • So does all the content on your website:
  –   Podcasts
  –   Videos
  –   Newsletters
  –   Blogs




       You are now
       the media

                                               Source: Mike Moran

@pgillin
#mpb2b
Did You Know?

 • The top 25 Google results for ―personal
   computer‖ only include one PC maker?
 • Links from .org, .edu, .mil and .gov sites
   significantly improve your search
   performance?
 • The #1 search result for ―click here‖ is
   Adobe Reader?
 • The more often you update your website,
   the more often Google visits it?
 • Wikipedia is one of the most valuable link
   sources on the Internet?




@pgillin
#mpb2b
B2B SEO


                           Cloud computing



                                       Platform as a service
           search volume




                                                 Cloud platform retail




                                time




@pgillin
                           Focus on Long Tail Keywords.                  Source: Eric Schwartzman
#mpb2b
Choose “Just Right” Keywords


• Don‘t target keywords that are ―too hot‖
  (they multiple meanings or are poor
  matches for your site).

• Avoid keywords that are ―too cold‖—too
  few searchers look for them.

• Use the language the searcher uses: An
  Italian tour operator targets ―milano tours‖
  but Americans say ―milan tours‖.

• Walmart calls them ―associates,‖ but
  everyone else calls them ―employees.‖

• A computer maker thinks ―notebook‖
  sounds classier than ―laptop,‖ but
  customers don‘t.

• Someone looking for ―lodging‖ seeks
  something different than someone
  searching for ―hotel.‖


                                                 Source: Mike Moran

 @pgillin
 #mpb2b                                                               44
A Company That Does it Right




@pgillin
#mpb2b
Keywords Everywhere


                                                  Inflow has keywords
                                                  in both the domain
                                                  and the page title


       The word “inventory” appears four times on the home
       page and in every page title on the site.




           The site description and meta tags reinforced that this
           site is about inventory management

@pgillin
#mpb2b
But There‟s More




                            Magazine
   Image “alt” tags         feature is a
   repeat keyword           valuable
                            inbound link




      Social sharing
      enhances legitimacy

@pgillin
#mpb2b
LINK LOVE

Inbound links are the secret sauce of
modern search engines, and the
rules change all the time.
Why Do Search Engines Care About Links?


             They are votes for
              quality
             They mimic citations in
              scientific research
              papers
             The best papers have
              the most citations




                                        Source: Mike Moran

 @pgillin
 #mpb2b
How Do Search Engines Value Links?



          The most links
          From the best sites
          With the right anchor text   PageRank is Google‘s
                                        name for its page factor
                                        ranking




                                                         Source: Mike Moran

@pgillin
#mpb2b
Sweat the Details - Anchor Text Matters



                  Click here
                       Or
     Small business inventory management

           Both can link to the same page, but the second
           link is more descriptive. If it links to you, it
           improves your ranking for that search term.



@pgillin
#mpb2b
CREATE COMPELLING
LANDING PAGES
Selling points



                                Simple form




                 Testimonials
Customers




Prominent
offer




             Simple form
Develop Compelling Content for  Each Stage of the Buying Cycle -  A MarketingProfs B2B Forum Workshop
CREATE AN EDITORIAL
CALENDAR
Create a Master Calendar


                Jan        Feb        Mar         Apr        May          Jun         Jul       Aug        Sep        Oct       Nov         Dec


   Event         CES                Multi-city                User                             European Annual                  Partner Christmas
                                    road show                confer-                           vacations meeting                confer-
                                                              ence,                                                              ence
                                                            Memorial
                                                               Day
Promotion        New                  2-for-1                          Fun ‘n’ Sun                         2-for-1    Budget               Toys for
               customer              upgrade                           Promotion                          upgrade    planning               Tots
                 offer                                                                                                                    Campaign



Product Line    Mobile    Servers    Storage     Printers    Laptops    Service      Service   Network    Hardware   Servers    Storage   Gadgets
                                                                         Plan         Plan                Upgrades
   Focus



  Content        NL         NL         NL          NL         NL        Blog 1X        NL       Blog 1X     NL         NL         NL       Holiday
               Blog 2X    Blog 2X    Blog 2X     Blog 2X    Blog 2X                             E-Book    Blog 2X    Blog 2X    Blog 2X     cards
                          Webcast    White       E-book     Webcast                                       Webcast    Webcast    White
                                      Paper                                                                                      Paper




  @pgillin
  #mpb2b
WHO ARE YOU?
DEVELOPING A VOICE
Who Are You?


  •Helpful?
  •Funny?
  •Professorial?
  •Empathetic?
  •Snarky?
  •Unpredictable?


    Your style should be
    comfortable, consistent
    and distinctive.


@pgillin
#mpb2b
Model Others

                                    Moore
                                    Professorial
               Godin                Instructive
               Provocateur          Insightful
               Rabble-rouser
               Everyman




                                          Ivins
                                          Folk poet
                   Garfield               Populist
                   Hell-raiser            The aunt you
                   Cynical                wish you had
                   Wickedly funny



@pgillin
#mpb2b
What‟s Your Point?

   •What unique skill or
    perspective you can bring to     Branding
    the subject?
                                           Technology
   •What‘s one clear message you
    want to convey?              Health Care

   •Explain something               Customer Care
   •Whose story hasn‘t been told?
                                          Strategy
   •Defy conventional wisdom
                                    Analytics
                                                Search

 @pgillin
 #mpb2b
Recruit and Manage Writers


   •Experts, enthusiasts, influencers
   •Recruitment plan for quality
    writers and influencers
   •Engagement model: ability to
    pay for performance
   •Writer tools and dashboard for
    managing assignments: for
    content at scale
   •Writer payments and support
   •Pay will depend on expertise,
    effort required per assignment
   •There are a lot of journalists
    looking for work these days


@pgillin
#mpb2b                                  62
GENERATING IDEAS
Ideas: Trending Topics


Tag clouds and discovery sites
 show what‘s new and topical.
Bookmarking sites have
 element of surprise.
Many publications publish
 constantly updated ―most read‖
 lists.
Trade associations, industry
 publications and prominent
 bloggers are useful in B2B
 scenarios.




@pgillin
#mpb2b
Ideas: RSS Feeds


    •Subscribe to sites you like      •Aggregate or add your own
    •Subscribe to topical feeds in     commentary
     business or trade publications   •Share & comment
    •Create topical feeds




 @pgillin
 #mpb2b
Ideas: Bookmarks




 @pgillin
 #mpb2b
Other Idea Sources


   •        Interview someone real   •   Create a top 10 list
   •        Interview someone        •   Aggregate other
            fictional                    opinions
   •        Interview yourself       •   Conduct a poll
   •        Visit a quote site       •   Make a list
   •        Talk to children         •   Predict something, then
   •        Write a case study           defend




 @pgillin
 #mpb2b
Keep the Idea Pipeline Full

   Bookmark, tag and categorize
   Tweet inspirations so you won‘t lose them
   Create templates of reliable story-telling
    techniques (swipe file)
   Learn the de Bono technique (white hat,
    black hat, green hat, etc.)
   Practice writing in the style of the people you
    most like to read




@pgillin
#mpb2b
CHOOSE YOUR ANGLE
What More Can You Say?




@pgillin
#mpb2b
Focus, Focus, Focus



   •        Ask yourself, ―What‘s this   Select          Identify
                                                         point of
                                                                      List key
                                          idea                         points
            about?‖                                        view

   •        Start with the headline.
   •        Make your point at the
                                                       Write
            outset, then support it.                                     Revise


   •        Limit the number of          Publish
            points you in each entry.
   •        Modularize
   •        Invite feedback.                Rule of Thumb: If you have
                                            more than two key points, create
                                            a new entry




 @pgillin
 #mpb2b
All About Them




@pgillin
#mpb2b
15 Ways to Approach a Topic

  1.  Quiz: Test Your Privacy IQ
  2.  Skeptic: You Don‘t Control Your Privacy Anymore
  3.  Explainer: The Online Privacy Debate in Plain English
  4.  Case Study: How One Person Got Control over Privacy
  5.  Contrarian: Why Online Privacy Concerns Are Overblown
  6.  How To: Five Steps to Improving Online Privacy
  7.  How NOT To: Five Ways to Compromise Your Online Privacy
  8.  First Person: My Personal Privacy Horror Story
  9.  Comparison: How Privacy Protection Services Measure Up
  10. Q&A: Five Common Questions About Online Privacy
  11. Data: Survey Data Indicates Privacy Problems Worsening
  12. „Man on the Street‟: Experts Offer Opinions on the State of Online
      Privacy
  13. Outrageous: Why Online Privacy Is an Oxymoron
  14. Poetic: Online Privacy Haiku
  15. Humorous: Abbott and Costello Talk Online Privacy
It‟s All In Your Angle

 Insight: The Real Hunger Games: Our Insatiable Apocalyptic Appetite
 Paradox: GOP: Killing Vulnerable Americans With Kindness – Literally
 Humor: Tim Tebow's Guide to Becoming a New Yorker
 Bad News: Pain at the Pump: Time to Embrace the New Normal
 Contrarian: 6 Ways to Screw Up Your Social Media Strategy




@pgillin
#mpb2b
Challenge Assumptions




 @pgillin
 #mpb2b
FAQ Yourself



 Q&A interviews are
 one of the most
 effective ways to
 organize and
 compartmentalize
 information.




@pgillin
#mpb2b
Repackage and Combine


            • Combine text from an old whitepaper
              with new videos to create a
              multimedia ebook.
            • Turn videos into blog posts and
              ebooks.
            • Use webinar questions and
              comments to create a new ebook.
            • Share all company presentations in
              multiple formats.

 @pgillin
 #mpb2b
Target Specific Audiences
Secrets of Successful Columnists

  •        Find a topic that excites you
  •        Frame it in a context with which
           readers can identify
  •        Make it personal (but don‘t just
           keep saying ―I‖)
  •        Provoke but don‘t insult
  •        Make your point, then explain it
  •        You must have supporting facts
  •        Cultivate dissent




@pgillin
#mpb2b
I Just Can‟t Get Started
  When your mind is stuck in neutral…



    •      Start in the middle
    •      Write a letter
    •      Just write; you can edit later
    •      List thoughts in bullet points
    •      Model someone else‘s approach
    •      Take a walk, clear your head
    •      Tell story to a friend or colleague
    •      Tell the story to a celebrity
    •      Tell it to a child or your mother




@pgillin
#mpb2b
E-MAIL BUILDS AFFINITY
Social Synergy




@pgillin
#mpb2b
Use Social Media To…

                       • Identify Topics               • Test Messages
                       • Generate Content              • Capture Leads
                       • Gather Feedback               • Strengthen Relationships

                                  Social Media Influence on E-Mail Marketing

            Extend E-mail reach                         81                          3   16

  Increase Brand Awareness                             78                      3        19

       Improve ROI of E-mail                    53                 7           40

              Grow E-mail Lists                47             10               43

               Generate Leads             31          13                  57

                                                     Agree   Disagree   Not Sure
   Source: EMarketer

 @pgillin
 #mpb2b
E-mails Should Live on Your Website




           Always Use Your Own
                 Domain!




@pgillin
#mpb2b
Map E-mail to the Funnel


 Stage Of The      E-mail Vehicle
 Funnel
  Awareness        Industry Insight; News roundup

  Research         Buying tips; Expert insights
                   Buying tips; Product-specific guides;
  Comparison
                   Case studies
  Purchase         Offers; Case studies; Customer benefits
                   Product updates; Company updates;
  Loyal Customer
                   Product tips
  At-risk Customer Offers; Survey; Feedback requests
On the Back End…


      • Use unique URLs in each venue.
      • Customize landing pages to audience.
      • Gather social contact information.
      • Tag social content for e-mail customization.




@pgillin
#mpb2b
MULTIMEDIA
Webinar Success Tips

    Vary format – avoid one speaker, one deck
             Use multiple speakers, short format, screen cams, polls, interactive
              Q&A
    Align topics with the buying stage
    Link assets where possible
             A webcast nicely complements a white paper
       Choose experienced speakers
       Write short descriptions and bios
       Consider lead gen tradeoffs – avoid complex registrations
       Post archives in all relevant channels
             YouTube, SlideShare, Vimeo, blog




 @pgillin
 #mpb2b
Good!                                  Multiple speakers
Prominent Brand




                     Brief Description



                                                          Strong imagery

                   Take-Aways




                                         Quick Registration
Video Success Tips


   Have a clear objective
   Keep it brief – five minutes max – and break up long
    subjects if necessary
   Use the medium – video is experiential
   Avoid talking heads
   Show movement, action, on-location shots
   Pan and zoom
   Seek sound bytes
   Use voice-overs with stock footage
   Identify speakers
   Write detailed, search-optimized descriptions
   Use tags and categories
The “B” in B2B Doesn‟t Mean “Boring”

    Laugh at yourself. Pick the most serious part of your business and make fun of it.

    Shift context. Envision a customer support call done in rap or haiku.

    Disrupt expectations. Use the ―sharp left turn‖ approach. Set expectations and then
    veer off in an entirely different direction.

    Exaggerate. What aspect of your business would be funny if you made it bigger,
    louder or purple?

    Poke fun at pain. What drives your audience nuts? Clueless customers? Endless
    meetings? Absurd deadlines?

    Be silly. Use analogies to situations that have nothing to do with business to
    humanize dry topics.




 @pgillin
 #mpb2b
Mr. W




           Video: Mr. W




@pgillin
#mpb2b
Remarkable Content Trumps Production Elegance




        Video: Southwest Airlines
         Rapping Flight Attendant
Podcast Success Tips


   • Make it a series
   • Q&As are good, but you can also deliver audio
     white papers
   • The longer the program, the more varied the
     content should be
   • Use consistent moderators
   • Write detailed show notes with links
   • Fill out the ID3 tags
   • Make available via RSS



 @pgillin
 #mpb2b
PUT TRACKING IN PLACE
Stagger Activities


                          White Paper Promotion Timeline


      Task                Jan Feb Mar Apr May Jun Jul   Aug Sep Oct Nov Dec

      Home page link

      E-mail newsletter

      E-mail blast

      Blog promotion

      Twitter messaging




@pgillin
#mpb2b
Look for Impact


           9
           8      Campaign
                  Kickoff
                             Positive
           7                 Results
           6
           5
           4                            No Results

           3
           2
           1
           0




@pgillin
#mpb2b
Tracking Tools


•     Unique URLs (Google URL
      Builder can help)                  Every URL
•     Bit.ly codes
•     Visitor paths                      you post
•     A/B tests                          should be
•     Newsletter/webcast registrations
•     Downloads                          unique and
•     Split lists                        trackable!
•     Conversions
•     Community registrations
•     Calls to toll-free numbers



@pgillin
#mpb2b
WHERE SOCIAL
NETWORKS FIT
The Power of 245

           The average Facebook member has 245 friends, who each
           receive notifications of their network‟s Facebook activities




@pgillin
#mpb2b
Social Networks Have Personalities



                       =


                       =


                       =
Respect the Medium


       People go to…

                        To Play

                               To Work

                                  To Share


                                      To Learn or Be Entertained

       Customize the message to the audience (and leave
       room for retweets!)
@pgillin
#mpb2b
Speak the Audience‟s Language


                     Who‘s primarily responsible for
                     finding and implementing CRM in
                     your organization?

                     This article says IT is often the group
                     charged with buying and implementing
                     CRM. Is that the right way to go about it?

                     Take our poll: Who should ―own‖
                     CRM?
                     Sales, Marketing, IT, Customer
                     Care…
                     How to #fail at #CRM – The most
                     common mistakes to avoid.
                     http://bit.ly/McJoBs



@pgillin
#mpb2b                                                    103
LinkedIn Is Where Professionals Gather



A great place

 to promote

professional

   content




 @pgillin
 #mpb2b
Tools of Influence and Discovery

 Join groups to discover trends
    and selling opportunities

                                              Learn by asking a question

                                             Showcase your knowledge by
                                                answering questions

                              See who‘s attending events
                                 and share your own




                                  Poll your connections
                                   for quick feedback



 @pgillin
 #mpb2b
Map Social Networks to the Funnel



                                                                            Goal:
                     Suspects                                            Optimize
                                                                          sharing

                                                                            Goal:
                                                                    Demonstrate
                Qualified Prospects                                expertise, exp
                                                                          erience

                                                      Goal: Address lingering
                  Hot Prospects                             doubts; reinforce
                                                                   expertise

                                                                  Goal: Validate
                    New Clients                                         decision



@pgillin                              Image Credit: Retail Sales Systems, LLC
#mpb2b
OPTIMIZE FOR SHARING
The “Give to Get” Proposition




@pgillin
#mpb2b
Marketo Gives
Eloqua Gives




―We feel that people will be so wowed by our ingredients that they'll assume we're a company of chefs,‖ explains Joe Chernov, Eloqua's director of
                                                                       content.




                                                                                                  ―We feel that people will be
                                                                                                 so wowed by our ingredients
                                                                                                 that they'll assume we're a
                                                                                                 company of chefs.‖
                                                                                                   -Joe Chernov, VP, Content Marketing.
Share it!
Spread the Message

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                                        Feed
                                        Aggregator




                                         Partner website



                     Email Newsletter




@pgillin
#mpb2b
Think POE: Paid, Owned, Earned


                                       PAID
                                  Display Ads
                                  SEM
                                  Sponsorships

                                              OWNED

           content                     Web Site
                                       Mobile Site
                                       Blog
                                       Twitter Account

                                   EARNED
                             WOM
                             Buzz
                             Viral


@pgillin
#mpb2b                                    Source: Forrester Research
                                                                       113
How Dell Creates a Social Organization

                                       Three Foundation Courses


                Marketing 2002:                   Marketing 2003:                 Marketing 2005:
                 Social Media Principles              Tactics and Tools            Supporting the Brand




                                      Plus One Platform of Choice

 Marketing 2006:                  Marketing 2007:                  Marketing 2008:               Marketing 2016:
  Building Relationships           Twitter Best Practices             Dell Communities                    LinkedIn
       on Facebook




                                           = Dell Social Media and
                                            Communities (SMaC)
                                                 Certification


@pgillin
#mpb2b
Sprint‟s Ninjas



                  • Voluntary program
                  • Help monitor social channels
                  • Engage with customers at the
                    point of the problem
                  • Share best practices through
                    workshops
                  • Communicate upwards and
                    sideways about hot issues




@pgillin
#mpb2b
EVALUATING LEADS
What is Lead Scoring?

  ―A shared sales and marketing methodology for ranking leads in order
  to determine their sales-readiness. You score leads based on the
  interest they show in your business, their current place in the buying
  cycle and their fit in regards to your business.‖
  --Marketo


 Did You Know…

 • Only 25% of leads are ―sales ready?‖
 • A 10% increase in lead quality can translate into a 40% increase in
   sales productivity?
 • Lead scoring promotes sales/marketing harmony?




 @pgillin
 #mpb2b
Lead Scoring Basics

  BANT - Budget, Authority, Need, Timeline
  Tip: Gather data from third-party sources whenever
  possible. Minimize barriers to prospect engagement

  Create a Scoring Scale

                    Activity                    Score      Importance                 Total

  Clicks link in email about industry             3                 1                     4

  Clicks link in email about company              3                 5                     8

  Clicks link in email about specific product     3                10                    13



                                                        Source: Marketo Definitive Guide to Lead Scoring
 @pgillin
 #mpb2b
Active vs. Passive Leads

                Active Leads                         Passive Leads

    Frequent, recent activity             Infrequent, occasional activity


    Access demos, price sheets, samples   Click links, visit Web pages, download
                                          backgrounders

    Register for and attend events        Register but don‘t attend


    Respond in minutes or hours           Respond in days or not at all




 @pgillin
 #mpb2b
Key Steps

      •     Convene sales/marketing strategy session
      •     Review past deals and future opportunities
      •     Identify buyer behaviors
      •     Profile ideal customers
      •     Agree upon customer categories
      •     Assign scores based upon desired attributes and
            behaviors




 @pgillin
 #mpb2b
Examples of Explicit Criteria


                Individual                          Business
           Title                           Rankings/Stock Indexes (ex: Fortune
           Role                             500)
           Purchasing authority            Number of employees
           Number of direct reports        Company revenue
           Years of experience             Revenue velocity
           Specialties                     Financial viability
           Type of email used              Number of products sold
            (Gmail, corporate, Yahoo)       Location
           Years at current position       Website traffic
           Designations/Certifications     Year founded
           Honors and awards received      Organizational structure
           Social network participation    Partners
           Social network connections
           Social network influence

                                                    Source: Marketo Definitive Guide to Lead Scoring
 @pgillin
 #mpb2b
Examples of Behavioral Criteria

  Blog posts                         Product data sheets              Workbooks
        Viewed                             Viewed                          Viewed
        Viewed multiple times              Viewed multiple times           Viewed multiple times
        Commented                          Downloaded                      Downloaded
        Clicked link inside                Clicked link inside             Clicked link inside
        Rated                        Brochures                        Emails
        Shared via social sharing          Viewed                          Opened
        button                             Viewed multiple times           Opened multiple times
  Press releases                           Downloaded                      Clicked in
        Viewed                             Clicked link Inside             Clicked in multiple times
        Viewed multiple times        Manuals                          Case studies
        Clicked link inside                Viewed                          Viewed
        Download asset promoted            Viewed multiple times           Viewed multiple times
          inside                            Downloaded                      Downloaded
  Books/eBooks                             Clicked link inside             Clicked link inside
        Viewed                       Reference guides                      Contacted
        Viewed multiple times              Viewed
        Downloaded                         Viewed multiple times
        Clicked link inside                Downloaded
                                            Clicked link inside



   Tip: Negative scoring criteria also matter:
    Unsubscribes
    Non-product web pages viewed
    Decline in activity
    Added to ―Do Not Call‖ list                                     Source: Marketo Definitive Guide to Lead Scoring
Assign Point Values
        Attribute                             Value             Score
Critical (10-15 points)
Title                     Director or VP                  +12
Industry                  Healthcare, Financial or Tech   +10
Purchase authority        Decision-Maker                  +15
Company Revenue           >$500M                          +10
Product                   Using competitive solution      +15

Important (5-9 points)
Location                  US                              +8
Company Revenue           $100M-$499M                     +8
Title                     Manager                         +7
Negative
Title                     Student                         -15
Title                     Consultant                      -5
Industry                  Services                        -6
Sample Lead-Scoring Worksheet


                          Lead scoring criteria                            Points
            Company has >100 employees                                      +3
            Indicates acceptable budget for $5000 purchase                  +5
            Indicates timeframe is < 3 mos.                                 +4
            Title includes ―Manager‖ or ―Director‖                          +3
            Indicates willingness to be contacted by sales                  +21
            TOTAL                                                           +36


                    If target threshold is <36, then route lead to sales




                                                                                  Source: Marketing Sherpa
 @pgillin
 #mpb2b
Oh, the Things That You Know!



      March 30                       April 4
                                                                       April 9
      Prospect reaches website       Prospect responds to e-mail
                                                                       Prospect attends webcast,
      through search query "small    invitation for "Choosing Small
                                                                       stays 45 minutes and submits a
      business accounting," views    Business Accounting Software"
                                                                       question related to legal
      four pages and subscribes to   webcast 30 minutes after e-mail
                                                                       practices.
      newsletter.                    is sent.




                                                                       April 10
                                     April 12                          Prospect clicks link in webcast
                                     Prospect downloads trial          summary e-mail to visit product
                                     version of your small business    description page. He
                                     accounting software for legal     downloads PDF of product
                                     practices.                        brochure about software for
                                                                       legal practices.




@pgillin
#mpb2b
What We Usually Measure


   Hits                Traffic   Unique Visitors
           Visits      Likes       Followers
 Bookmarks             Page Views       Clicks

                     These Indicate
                    Activity but NOT
                      Engagement
@pgillin
#mpb2b
What We Should Measure


                       Downloads     Subscriptions
   Repeat Visits
                                      Comments
           Shares      Retweets

           Bookmarks    Employment applications

     Pages/visit       Lead forms     Forwards

   Phone calls           Ratings       Reviews




@pgillin
#mpb2b
You Can Measure the Immeasurable


   Lift Studies            Headline Counts
           Store visits       Speaking Invitations

              Net Promoter Score Coupons redeemed
                 Employment applications

                    If You Can Measure It,
                  You Can Calculate Its ROI

@pgillin
#mpb2b
Whew!




          Paul Gillin       Site: gillin.com
         508-656-0734     Blog: paulgillin.com
        paul@gillin.com     Twitter: pgillin

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Develop Compelling Content for Each Stage of the Buying Cycle - A MarketingProfs B2B Forum Workshop

  • 1. Develop Compelling Content for Each Stage of the Buying Cycle A B2B Marketing Forum Workshop Author: Paul Gillin The New Influencers @pgillin Secrets of Social Media Marketing Social Marketing to the Business Customer Attack of the Customers (late 2012)
  • 2. How We Share Influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Talk face to face Personal blog Comments on blogs Phone call Social network page Comments on websites Talk face to face Talk to shop worker Widgets Viral emails Phone call Consult a professional Video sharing site Auction websites Talk face to face Talk to shop worker Readers Letters Photo sharing site Wish lists Talk to shop worker Consult a professional Phone in; TV / Radio Chat rooms Ratings on retail sites Readers letters SMS Message boards Reviews on retail sites Phone in; TV / Radio Email Social Bookmarking Price comparison sites Instant Messenger Chat room Social shopping sites Customer influence channels @pgillin #mpb2b Source: Universal McCann Erickson
  • 3. The Sales Funnel… Suspects Qualified Prospects Hot Prospects New Clients @pgillin Image Credit: Retail Sales Systems, LLC #mpb2b
  • 4. …Has Been Flipped… Respond & Iterate Invite Engagement Listen Go Where the People Are @pgillin Image Credit: Retail Sales Systems, LLC #mpb2b
  • 5. …and Flattened Customer interfaces Source: Monitor @pgillin #mpb2b
  • 6. New World Prospecting INBOUND OUTBOUND SEO Bottom-up lead gen Blogs Enhanced lead Twitter qualification Content Premiums Multiple points of engagement Word of Mouth @pgillin #mpb2b
  • 7. Integration Now Means “Everything” Value of Specific Marketing Communications Programs 100 75 10 of 14 achieved 50 50% top 2 box score 25 0 Public Internet Word of In-store/ Direct Social Mobile Relations Mouth/Viral Point of Sale response Networking Marketing advertising General Search Engine Sales Event Sponsorship Branded Videogame Advertising Marketing Promotion Marketing Entertainment Advertising @pgillin Source: Association of National Advertisers, 2010 #mpb2b
  • 9. The Content Marketing Cycle @pgillin #mpb2b 9
  • 10. Marketing Then Marketing Now
  • 11. Researching Customer Buying Patterns •Ask them! – Surveys – Focus groups – Feedback communities (Communispace, Passenger, MotiveQuest) •Track visitor paths to conversion •Independent research •Trade associations •Referral incentives •Affiliate programs @pgillin #mpb2b
  • 12. Possible Questions to Ask •Do they read blogs? •Are they active on Twitter, Facebook, or other social networks? •What kind of search terms do they use? Do they subscribe to any email newsletters? •What kind of information do they tend to consume online? •Educational pieces? Trend articles? Interactive tools like calculators or worksheets? •Do they watch videos or listen to podcasts? •How do they research products? @pgillin #mpb2b
  • 13. Monitor Conversations Look for how people express needs @pgillin #mpb2b
  • 15. Social Private Review Virtual Choosing Tools Blog Podcast Video Network community engine world Build community Counter negativity Crisis management Customer conversation Expose employee talent Generate web traffic Humanize the company Market research Media relations Generate new product ideas Product promotion Customer service Customer feedback Find advocates Sales leads
  • 16. Tools for the Funnel Suspect White paper | eBook Analyst report | Publication Blog | Article | Tweet | Podcast Qualified prospect Quality Contact Case study | Video testimonial Guided tour | Product demo Hot Webinar | Press coverage prospect Glossary | ROI calculator New Free trial/Consultation customer Help desk | Chat | Forum Training | Usage tips Contact information @pgillin Source: NowSpeed Marketing, Inc. #mpb2b
  • 18. Testimonials Community Newsletter Explainer Webinar Match Tools to Ebook/ Demos Offer Tech Blog Customer Type Awareness Research Comparison Purchase Loyal Customer At-risk Customer
  • 19. Segment Customer Behavior Who are your High Enthusiasts high-value Leading-Edge Technology customers? Online Aficianados How do they Practicals typically enter your sales funnel? How Best Buy Ambivalent Aspirers segments its customers Low Deal Drivers High Low Price Sensitivity @pgillin #mpb2b
  • 20. Develop Content for Each Stage Topic: Choosing a Commercial Printer Awareness The Magic of the Printed Experience Research A Printer is a Partner: Make Smart Choices Consideration Commercial Printing Selection Checklist Purchase How Print Delivered for This Retailer Loyal Customer Integrating Print and Online Marketing At-Risk Customer About Our Customer Rewards Program @pgillin #mpb2b
  • 21. Develop Media Plan for Each Message Message: A Printer is a Partner: Make Smart Choices Offer Introductory or follow-on discount Newsletter ‗The Magic of Print‘ monthly Blog Employee Spotlight Explainer ‗Behind the Press‘ educational videos Demo Request a sample kit Testimonial Spotlight long-time customers @pgillin #mpb2b
  • 22. The Content Cube Content Asset Buying Stage @pgillin #mpb2b
  • 23. Reuse and Repackage Begins as a tweet Becomes a blog entry Feeds a podcast Stokes a white paper That gets tweeted!
  • 25. Who‟s Your Reader? •Professional? •Enthusiast? •Peer? •Novice? •Investor? •Competitor? •Media? It may help to post a You can’t communicate effectively with picture of that an audience you don’t know. When you person on your write, visualize your reader. office wall! @pgillin #mpb2b
  • 26. It‟s More Than Demographics Know your reader on a psychographic level: Motivations Fears Passions Goals Self-Image Needs Desires @pgillin #mpb2b
  • 27. Find Remarkable People Bill Hill, Microsoft
  • 28. Package Knowledge You Already Have Today, you can take your message directly to your constituents without relying upon media intermediaries And why would you not want to do that? @pgillin #mpb2b
  • 29. Help Others Clickable’s Gurus Goal Generate Leads! Tactic Build awareness by sharing domain knowledge Metrics Unique visits; Online mentions; Referrals; Conversions Results 2,000% increase in site visitors 300% jump in buzz index 50% increase in customers 400% increase in ad billings
  • 30. Lead Gen Excellence 73 blogs 17 bloggers 600% jump in leads Top quality ―Get engineers talking to engineers and get everyone else out of the middle.‖ Rick Short, Marcom Director @pgillin #mpb2b
  • 31. A Reader is a Lead Each blog has the option to ask a question of the engineer @pgillin #mpb2b
  • 33. Content Need Never Die @pgillin #mpb2b
  • 34. Bonus Views for Snapshots @pgillin #mpb2b
  • 35. New Life For Old PowerPoints
  • 37. Why Not Flickr-ize This Graphic?
  • 39. Blogs Generate 97% More Links Source: HubSpot @pgillin #mpb2b
  • 40. Lower Cost Per Lead $400 $373 $346 $350 $332 $300 $250 $200 $150 $134 $143 $135 $100 $50 $0 2010 2011 2012 Inbound-dominated Outbound-dominated @pgillin #mpb2b HubSpot 2012 State of Inbound Marketing Study
  • 41. Why Search Matters • Your press releases reach people directly • So does all the content on your website: – Podcasts – Videos – Newsletters – Blogs You are now the media Source: Mike Moran @pgillin #mpb2b
  • 42. Did You Know? • The top 25 Google results for ―personal computer‖ only include one PC maker? • Links from .org, .edu, .mil and .gov sites significantly improve your search performance? • The #1 search result for ―click here‖ is Adobe Reader? • The more often you update your website, the more often Google visits it? • Wikipedia is one of the most valuable link sources on the Internet? @pgillin #mpb2b
  • 43. B2B SEO Cloud computing Platform as a service search volume Cloud platform retail time @pgillin Focus on Long Tail Keywords. Source: Eric Schwartzman #mpb2b
  • 44. Choose “Just Right” Keywords • Don‘t target keywords that are ―too hot‖ (they multiple meanings or are poor matches for your site). • Avoid keywords that are ―too cold‖—too few searchers look for them. • Use the language the searcher uses: An Italian tour operator targets ―milano tours‖ but Americans say ―milan tours‖. • Walmart calls them ―associates,‖ but everyone else calls them ―employees.‖ • A computer maker thinks ―notebook‖ sounds classier than ―laptop,‖ but customers don‘t. • Someone looking for ―lodging‖ seeks something different than someone searching for ―hotel.‖ Source: Mike Moran @pgillin #mpb2b 44
  • 45. A Company That Does it Right @pgillin #mpb2b
  • 46. Keywords Everywhere Inflow has keywords in both the domain and the page title The word “inventory” appears four times on the home page and in every page title on the site. The site description and meta tags reinforced that this site is about inventory management @pgillin #mpb2b
  • 47. But There‟s More Magazine Image “alt” tags feature is a repeat keyword valuable inbound link Social sharing enhances legitimacy @pgillin #mpb2b
  • 48. LINK LOVE Inbound links are the secret sauce of modern search engines, and the rules change all the time.
  • 49. Why Do Search Engines Care About Links?  They are votes for quality  They mimic citations in scientific research papers  The best papers have the most citations Source: Mike Moran @pgillin #mpb2b
  • 50. How Do Search Engines Value Links?  The most links  From the best sites  With the right anchor text PageRank is Google‘s name for its page factor ranking Source: Mike Moran @pgillin #mpb2b
  • 51. Sweat the Details - Anchor Text Matters Click here Or Small business inventory management Both can link to the same page, but the second link is more descriptive. If it links to you, it improves your ranking for that search term. @pgillin #mpb2b
  • 53. Selling points Simple form Testimonials
  • 57. Create a Master Calendar Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Event CES Multi-city User European Annual Partner Christmas road show confer- vacations meeting confer- ence, ence Memorial Day Promotion New 2-for-1 Fun ‘n’ Sun 2-for-1 Budget Toys for customer upgrade Promotion upgrade planning Tots offer Campaign Product Line Mobile Servers Storage Printers Laptops Service Service Network Hardware Servers Storage Gadgets Plan Plan Upgrades Focus Content NL NL NL NL NL Blog 1X NL Blog 1X NL NL NL Holiday Blog 2X Blog 2X Blog 2X Blog 2X Blog 2X E-Book Blog 2X Blog 2X Blog 2X cards Webcast White E-book Webcast Webcast Webcast White Paper Paper @pgillin #mpb2b
  • 59. Who Are You? •Helpful? •Funny? •Professorial? •Empathetic? •Snarky? •Unpredictable? Your style should be comfortable, consistent and distinctive. @pgillin #mpb2b
  • 60. Model Others Moore Professorial Godin Instructive Provocateur Insightful Rabble-rouser Everyman Ivins Folk poet Garfield Populist Hell-raiser The aunt you Cynical wish you had Wickedly funny @pgillin #mpb2b
  • 61. What‟s Your Point? •What unique skill or perspective you can bring to Branding the subject? Technology •What‘s one clear message you want to convey? Health Care •Explain something Customer Care •Whose story hasn‘t been told? Strategy •Defy conventional wisdom Analytics Search @pgillin #mpb2b
  • 62. Recruit and Manage Writers •Experts, enthusiasts, influencers •Recruitment plan for quality writers and influencers •Engagement model: ability to pay for performance •Writer tools and dashboard for managing assignments: for content at scale •Writer payments and support •Pay will depend on expertise, effort required per assignment •There are a lot of journalists looking for work these days @pgillin #mpb2b 62
  • 64. Ideas: Trending Topics Tag clouds and discovery sites show what‘s new and topical. Bookmarking sites have element of surprise. Many publications publish constantly updated ―most read‖ lists. Trade associations, industry publications and prominent bloggers are useful in B2B scenarios. @pgillin #mpb2b
  • 65. Ideas: RSS Feeds •Subscribe to sites you like •Aggregate or add your own •Subscribe to topical feeds in commentary business or trade publications •Share & comment •Create topical feeds @pgillin #mpb2b
  • 67. Other Idea Sources • Interview someone real • Create a top 10 list • Interview someone • Aggregate other fictional opinions • Interview yourself • Conduct a poll • Visit a quote site • Make a list • Talk to children • Predict something, then • Write a case study defend @pgillin #mpb2b
  • 68. Keep the Idea Pipeline Full Bookmark, tag and categorize Tweet inspirations so you won‘t lose them Create templates of reliable story-telling techniques (swipe file) Learn the de Bono technique (white hat, black hat, green hat, etc.) Practice writing in the style of the people you most like to read @pgillin #mpb2b
  • 70. What More Can You Say? @pgillin #mpb2b
  • 71. Focus, Focus, Focus • Ask yourself, ―What‘s this Select Identify point of List key idea points about?‖ view • Start with the headline. • Make your point at the Write outset, then support it. Revise • Limit the number of Publish points you in each entry. • Modularize • Invite feedback. Rule of Thumb: If you have more than two key points, create a new entry @pgillin #mpb2b
  • 73. 15 Ways to Approach a Topic 1. Quiz: Test Your Privacy IQ 2. Skeptic: You Don‘t Control Your Privacy Anymore 3. Explainer: The Online Privacy Debate in Plain English 4. Case Study: How One Person Got Control over Privacy 5. Contrarian: Why Online Privacy Concerns Are Overblown 6. How To: Five Steps to Improving Online Privacy 7. How NOT To: Five Ways to Compromise Your Online Privacy 8. First Person: My Personal Privacy Horror Story 9. Comparison: How Privacy Protection Services Measure Up 10. Q&A: Five Common Questions About Online Privacy 11. Data: Survey Data Indicates Privacy Problems Worsening 12. „Man on the Street‟: Experts Offer Opinions on the State of Online Privacy 13. Outrageous: Why Online Privacy Is an Oxymoron 14. Poetic: Online Privacy Haiku 15. Humorous: Abbott and Costello Talk Online Privacy
  • 74. It‟s All In Your Angle Insight: The Real Hunger Games: Our Insatiable Apocalyptic Appetite Paradox: GOP: Killing Vulnerable Americans With Kindness – Literally Humor: Tim Tebow's Guide to Becoming a New Yorker Bad News: Pain at the Pump: Time to Embrace the New Normal Contrarian: 6 Ways to Screw Up Your Social Media Strategy @pgillin #mpb2b
  • 76. FAQ Yourself Q&A interviews are one of the most effective ways to organize and compartmentalize information. @pgillin #mpb2b
  • 77. Repackage and Combine • Combine text from an old whitepaper with new videos to create a multimedia ebook. • Turn videos into blog posts and ebooks. • Use webinar questions and comments to create a new ebook. • Share all company presentations in multiple formats. @pgillin #mpb2b
  • 79. Secrets of Successful Columnists • Find a topic that excites you • Frame it in a context with which readers can identify • Make it personal (but don‘t just keep saying ―I‖) • Provoke but don‘t insult • Make your point, then explain it • You must have supporting facts • Cultivate dissent @pgillin #mpb2b
  • 80. I Just Can‟t Get Started When your mind is stuck in neutral… • Start in the middle • Write a letter • Just write; you can edit later • List thoughts in bullet points • Model someone else‘s approach • Take a walk, clear your head • Tell story to a friend or colleague • Tell the story to a celebrity • Tell it to a child or your mother @pgillin #mpb2b
  • 83. Use Social Media To… • Identify Topics • Test Messages • Generate Content • Capture Leads • Gather Feedback • Strengthen Relationships Social Media Influence on E-Mail Marketing Extend E-mail reach 81 3 16 Increase Brand Awareness 78 3 19 Improve ROI of E-mail 53 7 40 Grow E-mail Lists 47 10 43 Generate Leads 31 13 57 Agree Disagree Not Sure Source: EMarketer @pgillin #mpb2b
  • 84. E-mails Should Live on Your Website Always Use Your Own Domain! @pgillin #mpb2b
  • 85. Map E-mail to the Funnel Stage Of The E-mail Vehicle Funnel Awareness Industry Insight; News roundup Research Buying tips; Expert insights Buying tips; Product-specific guides; Comparison Case studies Purchase Offers; Case studies; Customer benefits Product updates; Company updates; Loyal Customer Product tips At-risk Customer Offers; Survey; Feedback requests
  • 86. On the Back End… • Use unique URLs in each venue. • Customize landing pages to audience. • Gather social contact information. • Tag social content for e-mail customization. @pgillin #mpb2b
  • 88. Webinar Success Tips  Vary format – avoid one speaker, one deck  Use multiple speakers, short format, screen cams, polls, interactive Q&A  Align topics with the buying stage  Link assets where possible  A webcast nicely complements a white paper  Choose experienced speakers  Write short descriptions and bios  Consider lead gen tradeoffs – avoid complex registrations  Post archives in all relevant channels  YouTube, SlideShare, Vimeo, blog @pgillin #mpb2b
  • 89. Good! Multiple speakers Prominent Brand Brief Description Strong imagery Take-Aways Quick Registration
  • 90. Video Success Tips  Have a clear objective  Keep it brief – five minutes max – and break up long subjects if necessary  Use the medium – video is experiential  Avoid talking heads  Show movement, action, on-location shots  Pan and zoom  Seek sound bytes  Use voice-overs with stock footage  Identify speakers  Write detailed, search-optimized descriptions  Use tags and categories
  • 91. The “B” in B2B Doesn‟t Mean “Boring” Laugh at yourself. Pick the most serious part of your business and make fun of it. Shift context. Envision a customer support call done in rap or haiku. Disrupt expectations. Use the ―sharp left turn‖ approach. Set expectations and then veer off in an entirely different direction. Exaggerate. What aspect of your business would be funny if you made it bigger, louder or purple? Poke fun at pain. What drives your audience nuts? Clueless customers? Endless meetings? Absurd deadlines? Be silly. Use analogies to situations that have nothing to do with business to humanize dry topics. @pgillin #mpb2b
  • 92. Mr. W Video: Mr. W @pgillin #mpb2b
  • 93. Remarkable Content Trumps Production Elegance Video: Southwest Airlines Rapping Flight Attendant
  • 94. Podcast Success Tips • Make it a series • Q&As are good, but you can also deliver audio white papers • The longer the program, the more varied the content should be • Use consistent moderators • Write detailed show notes with links • Fill out the ID3 tags • Make available via RSS @pgillin #mpb2b
  • 96. Stagger Activities White Paper Promotion Timeline Task Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Home page link E-mail newsletter E-mail blast Blog promotion Twitter messaging @pgillin #mpb2b
  • 97. Look for Impact 9 8 Campaign Kickoff Positive 7 Results 6 5 4 No Results 3 2 1 0 @pgillin #mpb2b
  • 98. Tracking Tools • Unique URLs (Google URL Builder can help) Every URL • Bit.ly codes • Visitor paths you post • A/B tests should be • Newsletter/webcast registrations • Downloads unique and • Split lists trackable! • Conversions • Community registrations • Calls to toll-free numbers @pgillin #mpb2b
  • 100. The Power of 245 The average Facebook member has 245 friends, who each receive notifications of their network‟s Facebook activities @pgillin #mpb2b
  • 101. Social Networks Have Personalities = = =
  • 102. Respect the Medium People go to… To Play To Work To Share To Learn or Be Entertained Customize the message to the audience (and leave room for retweets!) @pgillin #mpb2b
  • 103. Speak the Audience‟s Language Who‘s primarily responsible for finding and implementing CRM in your organization? This article says IT is often the group charged with buying and implementing CRM. Is that the right way to go about it? Take our poll: Who should ―own‖ CRM? Sales, Marketing, IT, Customer Care… How to #fail at #CRM – The most common mistakes to avoid. http://bit.ly/McJoBs @pgillin #mpb2b 103
  • 104. LinkedIn Is Where Professionals Gather A great place to promote professional content @pgillin #mpb2b
  • 105. Tools of Influence and Discovery Join groups to discover trends and selling opportunities Learn by asking a question Showcase your knowledge by answering questions See who‘s attending events and share your own Poll your connections for quick feedback @pgillin #mpb2b
  • 106. Map Social Networks to the Funnel Goal: Suspects Optimize sharing Goal: Demonstrate Qualified Prospects expertise, exp erience Goal: Address lingering Hot Prospects doubts; reinforce expertise Goal: Validate New Clients decision @pgillin Image Credit: Retail Sales Systems, LLC #mpb2b
  • 108. The “Give to Get” Proposition @pgillin #mpb2b
  • 110. Eloqua Gives ―We feel that people will be so wowed by our ingredients that they'll assume we're a company of chefs,‖ explains Joe Chernov, Eloqua's director of content. ―We feel that people will be so wowed by our ingredients that they'll assume we're a company of chefs.‖ -Joe Chernov, VP, Content Marketing.
  • 112. Spread the Message Corporate website Feed Aggregator Partner website Email Newsletter @pgillin #mpb2b
  • 113. Think POE: Paid, Owned, Earned PAID  Display Ads  SEM  Sponsorships OWNED content  Web Site  Mobile Site  Blog  Twitter Account EARNED  WOM  Buzz  Viral @pgillin #mpb2b Source: Forrester Research 113
  • 114. How Dell Creates a Social Organization Three Foundation Courses Marketing 2002: Marketing 2003: Marketing 2005: Social Media Principles Tactics and Tools Supporting the Brand Plus One Platform of Choice Marketing 2006: Marketing 2007: Marketing 2008: Marketing 2016: Building Relationships Twitter Best Practices Dell Communities LinkedIn on Facebook = Dell Social Media and Communities (SMaC) Certification @pgillin #mpb2b
  • 115. Sprint‟s Ninjas • Voluntary program • Help monitor social channels • Engage with customers at the point of the problem • Share best practices through workshops • Communicate upwards and sideways about hot issues @pgillin #mpb2b
  • 117. What is Lead Scoring? ―A shared sales and marketing methodology for ranking leads in order to determine their sales-readiness. You score leads based on the interest they show in your business, their current place in the buying cycle and their fit in regards to your business.‖ --Marketo Did You Know… • Only 25% of leads are ―sales ready?‖ • A 10% increase in lead quality can translate into a 40% increase in sales productivity? • Lead scoring promotes sales/marketing harmony? @pgillin #mpb2b
  • 118. Lead Scoring Basics BANT - Budget, Authority, Need, Timeline Tip: Gather data from third-party sources whenever possible. Minimize barriers to prospect engagement Create a Scoring Scale Activity Score Importance Total Clicks link in email about industry 3 1 4 Clicks link in email about company 3 5 8 Clicks link in email about specific product 3 10 13 Source: Marketo Definitive Guide to Lead Scoring @pgillin #mpb2b
  • 119. Active vs. Passive Leads Active Leads Passive Leads Frequent, recent activity Infrequent, occasional activity Access demos, price sheets, samples Click links, visit Web pages, download backgrounders Register for and attend events Register but don‘t attend Respond in minutes or hours Respond in days or not at all @pgillin #mpb2b
  • 120. Key Steps • Convene sales/marketing strategy session • Review past deals and future opportunities • Identify buyer behaviors • Profile ideal customers • Agree upon customer categories • Assign scores based upon desired attributes and behaviors @pgillin #mpb2b
  • 121. Examples of Explicit Criteria Individual Business  Title  Rankings/Stock Indexes (ex: Fortune  Role 500)  Purchasing authority  Number of employees  Number of direct reports  Company revenue  Years of experience  Revenue velocity  Specialties  Financial viability  Type of email used  Number of products sold (Gmail, corporate, Yahoo)  Location  Years at current position  Website traffic  Designations/Certifications  Year founded  Honors and awards received  Organizational structure  Social network participation  Partners  Social network connections  Social network influence Source: Marketo Definitive Guide to Lead Scoring @pgillin #mpb2b
  • 122. Examples of Behavioral Criteria  Blog posts  Product data sheets  Workbooks  Viewed  Viewed  Viewed  Viewed multiple times  Viewed multiple times  Viewed multiple times  Commented  Downloaded  Downloaded  Clicked link inside  Clicked link inside  Clicked link inside  Rated  Brochures  Emails  Shared via social sharing  Viewed  Opened  button  Viewed multiple times  Opened multiple times  Press releases  Downloaded  Clicked in  Viewed  Clicked link Inside  Clicked in multiple times  Viewed multiple times  Manuals  Case studies  Clicked link inside  Viewed  Viewed  Download asset promoted  Viewed multiple times  Viewed multiple times inside  Downloaded  Downloaded  Books/eBooks  Clicked link inside  Clicked link inside  Viewed  Reference guides  Contacted  Viewed multiple times  Viewed  Downloaded  Viewed multiple times  Clicked link inside  Downloaded  Clicked link inside Tip: Negative scoring criteria also matter:  Unsubscribes  Non-product web pages viewed  Decline in activity  Added to ―Do Not Call‖ list Source: Marketo Definitive Guide to Lead Scoring
  • 123. Assign Point Values Attribute Value Score Critical (10-15 points) Title Director or VP +12 Industry Healthcare, Financial or Tech +10 Purchase authority Decision-Maker +15 Company Revenue >$500M +10 Product Using competitive solution +15 Important (5-9 points) Location US +8 Company Revenue $100M-$499M +8 Title Manager +7 Negative Title Student -15 Title Consultant -5 Industry Services -6
  • 124. Sample Lead-Scoring Worksheet Lead scoring criteria Points Company has >100 employees +3 Indicates acceptable budget for $5000 purchase +5 Indicates timeframe is < 3 mos. +4 Title includes ―Manager‖ or ―Director‖ +3 Indicates willingness to be contacted by sales +21 TOTAL +36 If target threshold is <36, then route lead to sales Source: Marketing Sherpa @pgillin #mpb2b
  • 125. Oh, the Things That You Know! March 30 April 4 April 9 Prospect reaches website Prospect responds to e-mail Prospect attends webcast, through search query "small invitation for "Choosing Small stays 45 minutes and submits a business accounting," views Business Accounting Software" question related to legal four pages and subscribes to webcast 30 minutes after e-mail practices. newsletter. is sent. April 10 April 12 Prospect clicks link in webcast Prospect downloads trial summary e-mail to visit product version of your small business description page. He accounting software for legal downloads PDF of product practices. brochure about software for legal practices. @pgillin #mpb2b
  • 126. What We Usually Measure Hits Traffic Unique Visitors Visits Likes Followers Bookmarks Page Views Clicks These Indicate Activity but NOT Engagement @pgillin #mpb2b
  • 127. What We Should Measure Downloads Subscriptions Repeat Visits Comments Shares Retweets Bookmarks Employment applications Pages/visit Lead forms Forwards Phone calls Ratings Reviews @pgillin #mpb2b
  • 128. You Can Measure the Immeasurable Lift Studies Headline Counts Store visits Speaking Invitations Net Promoter Score Coupons redeemed Employment applications If You Can Measure It, You Can Calculate Its ROI @pgillin #mpb2b
  • 129. Whew! Paul Gillin Site: gillin.com 508-656-0734 Blog: paulgillin.com paul@gillin.com Twitter: pgillin

Hinweis der Redaktion

  1. Pre-deployment optimization You need to test your scoring system on existing pipeline leads and opportunities before you launch it. Here’s how to set up your own test bed:• Take a random sample of records in the company’s CRM system (open opportunities, closed lost, etc.). • Examine each contact’s demographic characteristics and activity records. • Assign each record a score based on the new lead scoring criteria. • Examine the percentage of your sample that would qualify as a sales lead. If your ideal prospect is a marketing director at a Fortune 500 company who attended a product-specific webinar, then a combination of those attributes should equal, or exceed, the threshold-point barrier to qualify them as sales-ready.Post-deployment optimization As soon as you start seeing results you should be revising your scoring and associated processes. You must optimize your lead scoring for the changing market dynamics, new products, etc. Holding regular meetings with marketing and sales to review and update the most accurate scores is a prerequisite. • Review scores of won and lost opportunities. Did your top prospects have the top scores? • Look closely at high scoring leads that don’t turn into opportunities. What can you do to improve scoring to prevent the wrong leads coming through with a top priority score from marketing? • Look at demographic segment scores for region, title, and company to see if scores are improperly adjusted. • Look at online behaviors to ensure actions taken by your best leads are properly scored. Regular conversation allows marketing and sales to analyze and adapt the lead scoring system based on what they’ve learned and helps develop a shared idea of what needs to be done for improvement. Allowing sales to control the score When a sales rep disagrees with a lead score, and believes it is not sales-ready, it may cause the lead to be ignored, or placed into a static stage. To prevent this you should give your sales reps the opportunity to alter the score, allowing them to put the lead in the proper stage. If too many leads are coming back to marketing, you know it’s time to update the scores. When you give your sales reps the opportunity to recycle leads and alter scores, then you can monitor and tweak scoring weights. If too many leads are coming back to marketing, then changing the score threshold, or score values, becomes an option.
  2. Works for a company with 100 + employees+3Indicated an acceptable budget of $5,000 for purchase+5Indicated a time frame to purchase of three months or less+4Has job title that includes “Manager” or “Director”+3Indicated desire to be contacted by a salesperson+21Total36