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Close Deals:
How to Use Content at the
 Bottom of the Funnel
Traditional Selling
•  Role of marketing to drive awareness of
     solution, e.g. trade show events and ads in
     trade publications
•    Buyer looked to vendor for information
•    B2B selling focused on relationship and
     solution selling
New Buyer's Journey
•  57% of purchasing decision completed
     before the buyer talks with sales
•    Buyers are online researching and
     consuming information that matters to them
Enter the Challenger Sale
The Challenger Sale
•  "Teach customers something new and
     valuable about how to compete in their
     market...This behavior wins customers for
     the long term."
•    "Challengers aren't so much world-class
     investigators as they are world-class
     teachers."
•    "Great questions aren't enough. You've got
     to have great insights."
The Content Sale
•  People buy from people they trust
•  Be an information concierge
•  Not prospects, future advocates...
•  ...of marketing automation, of Eloqua, of Jill
  Rowley
How the EloQueen Closes Deals
        with Content


       A few of examples
Marketers Play a Key Role
•  Marketing provides the content that makes
     sales into thought leaders
•    Content marketing materials must be
     distributed to sales to help them educate
     buyers at the bottom of the funnel
Content Sells at Top and Bottom of
            the Funnel
•  Conventional thinking
  o    Top of funnel: eBooks, Blogs, Articles
  o    Bottom of funnel: Case Studies, Testimonials
•  EloQueen thinking
  o    Top of funnel: Case Studies, Testimonials
  o    Bottom of funnel: Continue to educate with eBooks,
       Articles, etc.
What is a
        “Modern Sales Professional?”
•  She's an Insights Professional: She teaches the
     buyer something he doesn't already know.
•    She's a Socially Connected Individual: She’s where
     her buyers are—on LinkedIn, Twitter, Facebook,
     Quora, Slideshare, Pinterest and more.
•    She has a Personal Brand: She's a Thought Leader,
     not a Product Pusher.
•    She's an Information Concierge: She provides the
     right information to the right person at the right time in
     the right channel.
What is a
“Modern Sales Professional?” cont.
•  She's a Content Connoisseur: She reads what her
     buyers read and shares that content across her Social
     Networks
•    She's a Challenger: She makes her clients think
     differently
•    She brings Customer Advocate stories to the front
     of the buying process
•    She's a mini-marketer
Jill Rowley
EloQueen & 2011 Eloqua Employee of the
                  Year

             @jill_rowley
       Linekdin.com/in/jillrowley
Content Marketing
               Bootcamp
               February 21, 2013
             San Francisco, California
hosted by

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Close Deals: Using Content at the Bottom of the Funnel

  • 1. Close Deals: How to Use Content at the Bottom of the Funnel
  • 2. Traditional Selling •  Role of marketing to drive awareness of solution, e.g. trade show events and ads in trade publications •  Buyer looked to vendor for information •  B2B selling focused on relationship and solution selling
  • 3. New Buyer's Journey •  57% of purchasing decision completed before the buyer talks with sales •  Buyers are online researching and consuming information that matters to them
  • 5. The Challenger Sale •  "Teach customers something new and valuable about how to compete in their market...This behavior wins customers for the long term." •  "Challengers aren't so much world-class investigators as they are world-class teachers." •  "Great questions aren't enough. You've got to have great insights."
  • 6. The Content Sale •  People buy from people they trust •  Be an information concierge •  Not prospects, future advocates... •  ...of marketing automation, of Eloqua, of Jill Rowley
  • 7. How the EloQueen Closes Deals with Content A few of examples
  • 8. Marketers Play a Key Role •  Marketing provides the content that makes sales into thought leaders •  Content marketing materials must be distributed to sales to help them educate buyers at the bottom of the funnel
  • 9. Content Sells at Top and Bottom of the Funnel •  Conventional thinking o  Top of funnel: eBooks, Blogs, Articles o  Bottom of funnel: Case Studies, Testimonials •  EloQueen thinking o  Top of funnel: Case Studies, Testimonials o  Bottom of funnel: Continue to educate with eBooks, Articles, etc.
  • 10. What is a “Modern Sales Professional?” •  She's an Insights Professional: She teaches the buyer something he doesn't already know. •  She's a Socially Connected Individual: She’s where her buyers are—on LinkedIn, Twitter, Facebook, Quora, Slideshare, Pinterest and more. •  She has a Personal Brand: She's a Thought Leader, not a Product Pusher. •  She's an Information Concierge: She provides the right information to the right person at the right time in the right channel.
  • 11. What is a “Modern Sales Professional?” cont. •  She's a Content Connoisseur: She reads what her buyers read and shares that content across her Social Networks •  She's a Challenger: She makes her clients think differently •  She brings Customer Advocate stories to the front of the buying process •  She's a mini-marketer
  • 12. Jill Rowley EloQueen & 2011 Eloqua Employee of the Year @jill_rowley Linekdin.com/in/jillrowley
  • 13. Content Marketing Bootcamp February 21, 2013 San Francisco, California hosted by