AOM B2B Content Marketing...B2B Marketing Objectives • Increase leads—and therefore sales. •...
Transcript of AOM B2B Content Marketing...B2B Marketing Objectives • Increase leads—and therefore sales. •...
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AOM B2B Content Marketing
Sandra K. Piccillo
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B2B market
• Differences from B2C
• Challenges
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B2B Marketing Objectives
• Increase leads—and therefore sales.
• Develop followers and engagement for content and social media efforts.
• Gain recognition for your company or for a spokesperson or executive as a thought leader in the space.
• Generate feedback from top users for your products or services.
• Develop advocates who can help the company in key timeframes, such as product launches or crisis situations
Influence marketing: Developing a B2B program
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Define / Identify Customers
• Customer personas
– Decision maker
– Influencers
– Users
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Customer Experience Mapping
o Identify touch points – areas of opportunity for content development
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Sales Journey
o How do prospects learn about your company and products?
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Communication Channels
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Content Types
– Website
– Marketing collateral
– Sales enablement
– Press Releases
– Contributed articles
– Custom publications
– Webinars
– Videos
– Social Media
– Infographics
– Whitepapers
– Case Studies
– Presentation Slide Shows
– E-books
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Content Challenges
• What else can I say about our products and services that we haven’t already said?
• What’s new?
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Leveraging Content
• Break into smaller parts
– Sentences for twitter
– Paragraphs for Facebook / LinkedIn / Blog posts
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Leveraging Content
o Reformat Animate
Calculate
Quantify
Aggregate
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Customer Response
o “…- this newsletter is a terrific resource. Thanks for including me in the distribution.”RobClaim Department
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Leveraging Content
• Redesign
– Create an infographic / word cloud
– Develop custom landing page – email campaigns
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Involve customers
• Reach out to sales team– What other information do they need to close the
sale?
• Survey customers– What else do you want to know?
• Customer driven content– Topliners / customer support portals
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Customer Involvement Examples
o Kohl's taps fitness bloggersKohl's has recruited 10 fitness and wellness bloggers to review yoga mats, running tights and other health-focused products. Kohl's will give the bloggers gift cards to buy the items, and the bloggers, with a total of 149,000 Twitter users and 98,000 Facebook users, have committed to writing at least 40 reviews in three months.
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Connect and Manage
o Create Matrix Chart Align content with Personas, Customer Experience
Map and Sales Funnel
o Involve multiple functional areas – great ideas can come from anywhere
o Have fun
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Resources
o MarketingSherpa.como Eloqua Toplinerso Industry Associations – SDAMA – BMA –
SDDMAo Email Newsletterso Industry Whitepapers
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Questions?
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References
1. Influence marketing: Developing a B2B program, Stephanie Schwab
http://www.marketing.org/i4a/pages/index.cfm?pageID=6455#.VK6zj9LF_OP
2. Oracle/ Eloqua salesfunnel