How Content Fuels the Entire Buyer's Journey
Transcript of How Content Fuels the Entire Buyer's Journey
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How Content Fuels the Entire Buyer’s Journey
Hana AbazaVP Marketing, Uberflip@hanaabaza
Dallas JessupContent Marketing Manager, BrightTALK@Dallas_Jessup
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Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
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DavidCMO, Mid-40s
Decision-maker
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Insert SiriusDecisions’ Demand Gen Waterfall
[not included on purpose]
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+/-15 people are involved in the
decision-making process.
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3.7 million employees work from home
half the time.
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Purchase
Business problem
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Customer
Decision
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Content Marketing Evolution
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Video
Infographic
Blog Posts
Guide
WebinarWhite paper
Podcasts
Social Posts
Repurposing 1.0
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Repurposing 2.0VideoBlog
WebinarCase Study
Top of funnel
Mid Funnel
End of FunnelWhite paper
Free trial Calculator
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Repurposing 3.0Best practicesQuarterly Updates
Customer
Sales
MarketingeBook
Industry report Webinar
eBook Webinar
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Acquiring your best prospects
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Junior level professionals have more influence
than ever before.
48.80%
17.10%
34.10%
Q: What part of the purchasing process are you involved in?
ApproveInfluence but not approveNo involvement
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Junior staffSolve project-related challenges
Gain technical and soft skills quicklyGet promoted
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Mid ManagementSolve project-related challengesBecome an established expert
Get promoted
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Senior ExecutivesDeepen expertise in defined areasLead in broad + technical areas
Mentor early- and mid-career talent
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Senior ExecutivesDeepen expertise in defined areasLead in broad + technical areas
Mentor early- and mid-career talent
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Closing with content
92% of buyers engage if the professional is known as a thought leader.
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Tailoring Content for Different Stages
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ABM, Sales Enablement, Customers
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Account Based Marketing
Sales Enablement
Customer Marketing
Tailoring Content for Different Stages
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Forget Coffee. Content is for Closers.
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76% of Content Marketers Forget
About Sales Enablement (!)
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62% of Sales Reps Say They
Can’t Find Content to Send
Prospects
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Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Topic By Type
What Most People Do
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Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Type By Topic By Vertical By Segment By Persona By Account
Tailoring the Experience
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But how do we create a
relevant and tailored content
experience?
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Content
Context
Experience
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@hanaabaza @r_lefkowitz
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Content for the Customer
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Your customers don’t want to engage. They want to do their jobs.
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It costs 5x more to attract a new customer than to
keep an existing one. Gartner
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Condense product, marketing, etc into a single medium
2
3
2
1
3
Give them a chance to opt down, rather than opt-out
Provide real value
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Action items?
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Start content hubs for the entire buyer’s journey
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65% of content goes unused.“
— Kapost
FACT
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180% more subscribers if you have 21-50 pieces
144 455 905
4186
128605
1195
2884
334
692
1939
2548
1 to 5 6 to 20 21 to 50 51+
201320142015
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55.60%
61.50%
65.50%
60 days 80 days 100 days
Content hubs =repeat engagement
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Nurturing prospects
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Sales enablement
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Client success
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RESOURCES
Mapping B2B Content to Each Stage of the Funnelhttp://go.brighttalk.com/mapping-B2B-content-to-each-stage-of-the-funnel.html
How to Populate a Content Hubhttp://go.brighttalk.com/Guide-TurnYourBrightTALKChannelintoaLeadGenMachine.html
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QUESTION TIME!
Dallas JessupContent Marketing Manager, BrightTALK
@Dallas_Jessup
hub.uberflip.com
Hana AbazaVP Marketing, Uberflip
@hanaabaza
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