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Griffith-B2B-Inbound-ContentMarketingProgrammes
This document discusses lead management in B2B marketing. It provides recommendations for connecting marketing and sales through an integrated lead management process. This includes developing buyer personas, understanding the buyer journey, qualifying leads, and creating targeted content across channels to nurture leads through different stages. The goals are to optimize marketing impact on sales, provide better visibility into the sales pipeline, and tie marketing efforts more closely to revenue generation.
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Griffith-B2B-Inbound-ContentMarketingProgrammes
- 1. B2B Lead Management/ Content Marketing
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- 4. Attraction MarketingInbound Marketingwith intent – pull marketing versus push marketingUsing your content to build engagement with purpose, targeted at your specific audienceWhen you create content that pulls prospects, you are differentiating your brandCustomers recognise the value and follow trail back to your base (website) to engage with youTo ensure this works – create contagious contentYour content will move buyers along in their buying process to become a live sales opportunity in time
- 5. Sales Vs BuyerProcessBuyer Dissonance
- 6. Sales ProcessProspectingPre-qualifyingPresentingNeeds analysisDefiningthe solutionBuilding RapportProposingClosingNegotiationThe ASG Group
- 7. Buyer ProcessThe businesscase / rationale / justifying the expenditureGetting the purchase / budget sanctionedFollowing internal processes/proceduresGetting buy-in from other managers /deptsThe competitive processGetting maximum value for moneyDefining requirements accuratelyEvaluating alternatives / alternative solutionsManaging riskMaking the right decision
- 8. Buyer Process Cont..Ensuringthat all purchases fit with strategy, systems, etc.Change management / ensuring successful implementationEnsuring success post purchase / implementationDoing more for lessSelecting the right technologySelecting the right vendorThe contract and negotiationPost purchase project and vendor reviews
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- 15. The Buyer VsSales Conundrum
- 16. The ProblemBuyers engagingwith sales further down the funnel as they research more onlineLeads are not properly qualified by the marketing team before they are handed over to salesThere is no way of identifying accurately when a lead is ready to be passed to sales as no clear definition of a leadThere is no systematic process in place for managing and scoring leadsWhen a lead is disqualified by sales it does not go into a lead nurturing programmeThere is no visibility in where exactly leads fall out of the funnelThere is no connection between leads and converted sales
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- 18. The 7 KeyRules for Connected MarketerDevelop Buyer PersonasUnderstand your prospects, based on who they are, how they behave, and where they interact in the sales cycleAlign content with buyersDetermine what types of information your prospects will need, based on who they are, how they behave and where they are in their buying processConsistency across channelsLeverage as many channels as possible to get your message out – and keep messages consistentLet experts do the talking Solve problems – find experts who can articulate and discuss problems and solutionsThe 7 Key Rules for Connected MarketerMulti-channel distributionsBuyers have different preferences for consuming information – you need to make sure content is accessible from all these channels (Blogs, website, rss, twitter, facebook, business portals)Automate the process (4 Rs)Reach: Use social media to engage with a broad audience (track all interactions)
- 19. Response: measure allresponse and their nature
- 20. Relationship: Build relationshipby delivering timely and personalised message based on behaviour and profile
- 21. Revenue: Lead nurturingmust feed salesGet ConnectedMake yourself a valuable resource for your prospectsLead Management Process
- 22. Preparational ConsiderationsCharacteristics ofbest customersWho typically buys from you, who are least demading customers, characteristics of easily and profitable closed salesUnderstanding the “Buyer Journey”Where did best leads come from, how do leads advance along the funnel, which activities do your deals participate in (webinars, demos etc..)How can you identify if a prospect has stalledLead QualificationWhat are the specific characteristics of a marketing qualified leadWhat MQL (marekting qualified leads) typically convertWhat are the characteristics of leads that typcially need to go through a nurturing programme
- 23. Integrated Content MarketingProgrammeAlways provide relevant information to buyers – not huge amounts of itThrough segmentation and testing you can target relevant information to specific personasCultivate an engaging and conversation voice in all buyer related collateralBe frank and direct and focus content on the bottom line for buyers (get to the nub of the issue upfront and the explain)Converse rather than intrude with prospectivesProvide segmented targetted information on an opt-in basis (notify prospects of upcoming webinars, new research, collaborative reports etc..) – that they will find valuable
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- 25. Advantages of LeadManagementOptimises marketing impact on salesGives marketers better visibility into the sales pipeline, helps marketing deliver better ready-to-buy leads to sales, reduces cost of acquistion to generate sales, enables more efficient sales forceTies sales and marketing closer together Ties marketing process directly to the bottom line - # of marketing qualified leads to converted sales, connects online buyer behaviour with readiness to buyHelps marketing treat customer relationships like corporate assets Extend lead management to live customersFoster and nurture closer customer relationships, develop an engaged community, create customer advocates
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- 27. Content Strategy B2BListenand Understand your audience and their behaviour patternsMap out all the stages of your buyer cyclesCreate specific personas for your prospects and clientsIdentify specific needs for each of your buyer personas along the buyer cycleDevelop content for each buyer stageDevelop a content development scheduleAllocate resources or identify third parties to produce specific contentDevelop a clear voice and personality for your contentSolicit feedback from your prospects, customers and community
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