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Demand Generation:Creating Content That Converts  and Shortens the Sales Cycle                         (B2B)              ...
How I Got Started in ContentMarketing (A True Story)           Photo from “Joey Quits” (YouTube video)                    ...
#cmworld
How I Got Started in ContentMarketing (A True Story)            Photo from Glengarry Glen Ross                            ...
How I Got Started in ContentMarketing (A True Story)    Stop Selling.    Start Helping.                               #cmw...
How I Got Started in ContentMarketing (A True Story)                               #cmworld
The Biggest B2B Marketing Challenge      Word cloud designed by Adele Revella, Buyer Persona Institute                    ...
Key to Success #1:Create Content for Multiple Audiences                                  #cmworld
Key to Success #2:Create Content for Different Stages ofthe Sales Cycle                                   #cmworld
Key to Success #2:Create Content for Different Stages ofthe Sales CycleEarly-Stage LeadsThey need content that educatesthe...
Key to Success #2:Create Content for Different Stages ofthe Sales CycleMid-Stage LeadsThey need proof of your ROI sothey c...
Key to Success #2:Create Content for Different Stages ofthe Sales CycleLate-Stage LeadsThey need to see how you stackup ag...
Key to Success #3:Discover Your StoryTo create compelling content, you must:1. Discover Your Customers’ Story2. Discover Y...
Key to Success #3:Discover Your StoryIt’s choose-your-own-adventure time!A. DJing for swing dancersB. Indoor campfire sing...
Key to Success #3:Discover Your Story                      #cmworld
Key to Success #3:Discover Your Story                      #cmworld
Key to Success #3:Discover Your StoryHow can you getto know yourcustomersand discovertheir stories?                      #...
Key to Success #3:Discover Your StoryHow can you discoveryour story?                       #cmworld
Bonus Key to Success:Don’t Play It Safe                        #cmworld
Success Story: B+H Architects                                #cmworld
Success Story: Allstream                           #cmworld
Summary: 3 Keys to B2B ContentMarketing Success1. Create content for multiple audiences2. Create content for all stages in...
Let’s Connectwww.FreshPerspectiveWriting.comB2B marketing blog and resourcesTwitter: @CopywriterTOLinkedIn: Rachel Foster ...
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“Demand Generation/Creating Content that Converts and Shortens the Sales Cycle (B2B)”

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Technology companies are known for being on the cutting edge and driving innovation. However, much of their marketing content reads like a dry technical manual and does little to distinguish them from their competition. This problem can worsen if the
marketing department and the technical team don’t understand each other – the
marketers know they need to educate their audience and focus on the business benefits, but the technical experts want to show all the features to appeal to the end user. Companies may end up with content that explains the features but does little to engage a potential customer and get them to take the next step in the sales cycle. This
session will show B2B technology marketers how to use content marketing strategies to become ‘customer-centric’, rather than ‘feature-centric’. In doing so, they will convert more leads and shorten their sales cycles.

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“Demand Generation/Creating Content that Converts and Shortens the Sales Cycle (B2B)”

  1. 1. Demand Generation:Creating Content That Converts and Shortens the Sales Cycle (B2B) Rachel Foster Fresh Perspective Copywriting @CopywriterTO • #cmworld #cmworld
  2. 2. How I Got Started in ContentMarketing (A True Story) Photo from “Joey Quits” (YouTube video) #cmworld
  3. 3. #cmworld
  4. 4. How I Got Started in ContentMarketing (A True Story) Photo from Glengarry Glen Ross #cmworld
  5. 5. How I Got Started in ContentMarketing (A True Story) Stop Selling. Start Helping. #cmworld
  6. 6. How I Got Started in ContentMarketing (A True Story) #cmworld
  7. 7. The Biggest B2B Marketing Challenge Word cloud designed by Adele Revella, Buyer Persona Institute #cmworld
  8. 8. Key to Success #1:Create Content for Multiple Audiences #cmworld
  9. 9. Key to Success #2:Create Content for Different Stages ofthe Sales Cycle #cmworld
  10. 10. Key to Success #2:Create Content for Different Stages ofthe Sales CycleEarly-Stage LeadsThey need content that educatesthem about their challenges.(blog posts, white papers,case studies, articles, videos or podcasts) #cmworld
  11. 11. Key to Success #2:Create Content for Different Stages ofthe Sales CycleMid-Stage LeadsThey need proof of your ROI sothey can build a business casefor your products or services.(case studies, testimonials, demos, datasheets, brochures, webinars, etc.) #cmworld
  12. 12. Key to Success #2:Create Content for Different Stages ofthe Sales CycleLate-Stage LeadsThey need to see how you stackup against your competitors andhave any doubts addressed.(comparison sheets, customized content, proposals, etc.) #cmworld
  13. 13. Key to Success #3:Discover Your StoryTo create compelling content, you must:1. Discover Your Customers’ Story2. Discover Your Story #cmworld
  14. 14. Key to Success #3:Discover Your StoryIt’s choose-your-own-adventure time!A. DJing for swing dancersB. Indoor campfire singers #cmworld
  15. 15. Key to Success #3:Discover Your Story #cmworld
  16. 16. Key to Success #3:Discover Your Story #cmworld
  17. 17. Key to Success #3:Discover Your StoryHow can you getto know yourcustomersand discovertheir stories? #cmworld
  18. 18. Key to Success #3:Discover Your StoryHow can you discoveryour story? #cmworld
  19. 19. Bonus Key to Success:Don’t Play It Safe #cmworld
  20. 20. Success Story: B+H Architects #cmworld
  21. 21. Success Story: Allstream #cmworld
  22. 22. Summary: 3 Keys to B2B ContentMarketing Success1. Create content for multiple audiences2. Create content for all stages in the sales cycle3. Discover your story (but more importantly, discover your customers’ stories)BONUS KEY: Take risks! #cmworld
  23. 23. Let’s Connectwww.FreshPerspectiveWriting.comB2B marketing blog and resourcesTwitter: @CopywriterTOLinkedIn: Rachel Foster #cmworld
  • ksline

    Apr. 19, 2015

Technology companies are known for being on the cutting edge and driving innovation. However, much of their marketing content reads like a dry technical manual and does little to distinguish them from their competition. This problem can worsen if the marketing department and the technical team don’t understand each other – the marketers know they need to educate their audience and focus on the business benefits, but the technical experts want to show all the features to appeal to the end user. Companies may end up with content that explains the features but does little to engage a potential customer and get them to take the next step in the sales cycle. This session will show B2B technology marketers how to use content marketing strategies to become ‘customer-centric’, rather than ‘feature-centric’. In doing so, they will convert more leads and shorten their sales cycles.

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