Video 15 Servicing the DMU Buying Cycle

with Content MarketingGeorge Szanto

IBMS Semester 6b Fall 2013

Outline of Topics Today

• Nurturing complex B2B sales • Contageous content • Some specific examples of how Caterpillar

maps online content to persona’s online/offline buying journey

Learning Objectives• Gain insights of interactive online media for each

stage of complex B2B sales cycles• Create structured lead generation, nurturing,

qualification, and marketing-sales handoff systems• Developing reinforcing content which moves

prospects down sales funnels

Construct Natural Nurturing Track

Content flows outward to engage prospects and customers

Website Content (microsites)

Email campaigns

Blogs

Syndication on industry sites

Linkedin; Twitter

LinksAttract prospects& customers

back to yourcompany

Example Natural Nurturing Track

Nurturing steps in execution

Structure Content Create Competitive Differentiation

• 3 types of contagious content are needed for differentiation– Education what the buyers need to know– Expertise why your company is the high value

choice– Evidence let your customers do the talking

Drivers of Catepillar’s E-Marketing Strategy

• B2B usually focuses on value, but for CAT’s sales, user experience is necessary

• Relationship more important than B2C; service & support are essential decision pts.

• Buying cycle longer than B2C• After purchase, more likely for commitment• Change in marketing culture at CAT – all

employees of company contribute to eMarketing

Buyer Synopsis @ Caterpillar

Service DifferentPersonas

Buyer Synopsis @ Caterpillar

Address different needs& Applications Build Confidence

Buyer Synopsis @ Caterpillar

Fleet Manager Financial Concerns

Apply Content to Personas

         Garrett Ginglen (GarrettGinglen) Safety Services Consultant

•           Greg Worley (GregWorley) Operator and Application Specialist •           Roy Brookhart (RoyBrookhart) Product and Application Specialist

Address different personas with different expert bloggers

Apply Content to Personas

Different Content For VariousPersonas;Note guestblogger

Apply Content to PersonasCaterpillar Construction Trades online community• Note the different topical themes for different personas

(operators; management; safety, etc.)• Further see interview how Caterpillar engages Blue Collar

workers

Structure Content Create Competitive Differentiation

• Education & Evidence

Structure Content Create Competitive Differentiation

• Expertise & Evidence

Thank You

Please join the required online discussion this week talking about further examples of Caterpillar’s online content promoting Education, Expertise, and Evidence