B2 b content-marketing-drives-revenue
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Copyright © 2013, J. Damico Marketing Communications
B2B Content Marketing: How marketing & sales alignment drives revenue.
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B2B Buy Cycle…
Copyright © 2013, J. Damico Marketing Communications
Awareness Consideration Purchase Retention
I t ’ s n o t re a l l y a f u n n e l . I t ’ s m o re o f a j o u rn e y …
Content Drives the B2B Buy Journey
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Awareness Consideration Purchase Retention
A l o n g t h e j o u rn e y b u y e r s c o n s u m e c o n t e n t …
“ 8 7 % o f b 2 b b u y e r s s a i d o n l i n e c o n t e n t h a s e i t h e r a m a j o r o r m o d e r a t e i m p a c t o n v e n d o r p r e f e r e n c e a n d s e l e c t i o n . ”
Source: CMO Council Survey, April 2013 via BtoB Magazine, June 3, 2013
B2B Marcom Creates Content
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Awareness Consideration Purchase Retention
M a rc o m p ro d u c e s , p u b l i s h e s a n d p ro m o t e s c o n t e n t t h ro u g h c o n v e n t i o n a l a n d s o c i a l c h a n n e l s .
C o n t e n t t y p e s F a c e - t o - f a c e
S o c i a l c h a n n e l s
Content Is the New Currency
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“ I t t a k e s a n a v e r a g e o f 1 0 m a r k e t i n g t o u c h e s f o r a n u n q u a l i f i e d l e a d t o b e c o m e a c l o s e d - w o n d e a l . ”
Source: Trip Kucera, Aberdeen Research Senior Research Analyst, Marketing Effectiveness and Strategy, June 2013 DemandGen webinar, “Getting Content Marketing Right.”
A Cacophony of Content…
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Awareness Consideration Purchase Retention
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Let’s Break Down Content by Cycle Phase
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Awareness Consideration Purchase Retention
57%5 7 p e rc e n t o f t h e b u y i n g j o u rn e y i s c o m p l e t e
b e f o re a v e n d o r i s c o n t a c t e d .
Source: Joint study conducted by Corporate Executive Board and Google, 2012.
Early Stage Content Drives Leads
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AwarenessConsideration Purchase Retention
Ear l y s tage content
• B r i e f
• A t t e n t i o n - g e t t i n g
• Le s s p e r s o n a l
>>>Dr ives leads
Early Stage: High Volume; Low Engagement; Less Personal
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Awareness Consideration Purchase Retention
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Mid-Stage Content Drives *QSO
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Awareness C o n s i d e r a t i o n Purchase Retention
Mid-s tage content
• M o re d e t a i l e d
• E n g a g i n g / n u r t u r i n g
• M o re p e r s o n a l / m o re re l e v a n t
>>>Dr ives QSO (*qua l ified sa les
oppor tun i ty )
Mid-Stage: Less Volume; More Engagement, Personal
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Awareness Consideration Purchase Retention
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Conversion to Qualified Sales Opportunity (QSO)
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Content marketers convert at a rate of 7.6% compared to 1.0% who
don’t use content marketing.Source: Aberdeen Group
Late-Stage Content Helps Close Deals
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Late -s tage content
• E xe m p l i f y ex p e r i e n c e o f w o r k i n g w i t h y o u r c o m p a n y
• O ff e r- re l a t e d / g re a t e r re l e v a n c e
• H i g h l y p e r s o n a l
>>>Suppor ts c los ing dea ls
Awareness Consideration P u r c h a s e Retention
G r e a t e s t c o l l a b o r a t i o n b e t w e e n m a r k e t i n g a n d s a l e s .
Late Stage: More Personal; Higher Engagement
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Awareness Consideration Purchase Retention
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Once closed the sales/service cycle begins
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m a r c o m s a l e s & s e r v i c e
Q S O
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B2B Content Takeaways
• Driving QSOs and closing deals requires close marcom / sales collaboration in the consideration and purchase phases
• Content marketing is proven to convert more contacts to Qualified Sales Opportunities (QSOs).
• More on Content Marketing Framework:– Eloqua / Jess3 Infographic
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*Source: CMO Council Survey, April 2013 via BtoB Magazine, June 3, 2013
Copyright © 2013, J. Damico Marketing Communications
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