A focus on how marketing has changed -- but also on how some elements have stayed the same -- using Don's perspectives as a frame. The presentation describes how the role of content has changed, and the increasing challenges facing organizations to deliver content that is targeted at the role, buying stage, and preferred delivery of prospects and leads.
8. They are still designed for the
era of mass ONE-TO-MANY
communications..!
!
9. The old world of sales and marketing.!
Suspects! Prospects! Leads! Opportunities!
Mass marketing! Relationship selling!
ID needs through Find prospects Qualify prospects Propose
market research via mass and build relationship solutions to
and focus groups! marketing! through pain point address pain
questioning! points!
Focus: Let me tell you about our products.!
10. Is this what your organization’s
CONTENTSTRATEGY looks
like?!
!
11. 1. Go to great big TRADESHOW
and get a 10x10 somewhere.! “Johnson! Get
2. Send “suspects” a me some
CASESTUDY or a visibility!”!
PRODUCTSHEET to generate
leads.!
3. Do a WHITEPAPER. Once.
See #2 for distribution.!
4. Send out lots of EMAIL to
people you don’t know and
invite them to a product-
demo WEBINAR.!
12. “Ever wonder why most B2B
marketing is so !
GAWDAWFUL? The reason:
most B2B marketers wrongly
believe that B2BPRODUCTS in
the 21st century should be
marketed the way that
consumer products were
marketed in the 20th century.
Unfortunately, what made Coke
and Nike successful doesn’t
work…”!
!
--Geoffrey James, Why Your
B2B Marketing is So Lousy!
!
13. RULE#2!
“People tell you who
they are, but we ignore
it because we want
them to be who WE
want them to be.”!
16. FOURCHANGES!
1! The
Buyer’s
Journey
is
what
counts.
Understanding
buying
roles
and
stages
cri2cal.
2! The
technology
has
changed.
In-‐bound
marke2ng,
nurturing,
mul2-‐touch,
automa2on.
3! Exploding
op:ons
for
content
delivery.
Videos,
podcasts,
blogs,
Twi>er,
e-‐books,
LinkedIn.
4! Thought
leadership
counts.
It’s
more
than
selling.
Source: Sirius Decisions!
17. The new world of sales and marketing.!
Suspects! Prospects! Leads! Opportunities!
Content marketing! Challenger selling!
ID needs through Find prospects Challenge prospects Use this
analytics and social by providing by telling them relationship to
interaction! content tied to something they don’t position your
their needs! know! solution!
Focus: Let me educate you about how to improve your business.!
18. FOURTYPES of content!
1! SUSPECTS
They
want
what
you
know,
NOT
what
you
sell.
2! PROSPECTS
They
want
content
directly
related
to
their
interests.
3! LEADS
They
want
content
that
addresses
their
business
pain.
4! OPPORTUNITIES
They
want
content
that
reduces
their
risk.
Source: From Content to Customer, by Joe Chernov and Elle Wioulfe !
19. FOURTYPES of content!
1! SUSPECTS
-‐-‐
infographics,
non-‐demo-‐y
videos,
curated
lists
and
people,
infotainment
2! PROSPECTS
-‐-‐
e-‐books,
guides,
chapters
from
physical
books,
analyst
reports,
webinars
3! LEADS
-‐-‐
White
papers,
case
studies,
demo
videos,
product
comparisons
4! OPPORTUNITIES
-‐-‐
ROI
calculators,
pricing
sheets,
RFP
generators
Source: From Content to Customer, by Joe Chernov and Elle Wioulfe !
20. BYTHEWAY…!
They want their content in multiple
formats, on multiple devices, where
and when THEY want it, and in the
context of their particular job role.!
!
21. The New World of Sales and Marketing!
Old! New!
Mass marketing! Content marketing!
Relationship selling! Challenger selling!
Focus groups! Analytics!
One-to-many! One-to-one!
Trade shows! Niched conferences!
Sales presentations that describe YOU! Sales presentations that educate
THEM!
Single use analyst white papers! Multi-use content assets!
Product leadership! Thought leadership!
Mass e-mail! Segmented and automated drip
campaigns!
Print or print-like delivery! Videos, podcasts, blogs, ebooks!
23. You will go broke trying to
populate these “three-
dimensional” content
needs (role, stage, delivery
vehicle) in the way you’ve
always done it – by paying
top dollar for individually
commissioned outsourced
custom pieces of content
or by thinking that
“somebody” internally will
do it.!
!
And it will often wind up
too “sales-y.”!
24. CONTENTBEAST!
Beware the CONTENTBEAST.!
!
If you continue down the old path
of commissioning custom assets,
the volume and variety of content
you need to be effective will
consume you.!
!
You need to think
CONFIGURATION and
REPURPOSING not
CUSTOMIZATION.!
!
25. FINALNOTE!
Don’t make this
mistake with your
content marketing
strategy…!
!
“I keep going to a lot of
places and ending up
somewhere I’ve already
been.”!
!
CONFIGURE existing
assets, don’t
CUSTOMIZE.!