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Content may be king but are you using it successfully for lead generation? This presentation gives 5 keys for generating leads with your content.
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5 Keys to Using Content for Effective Lead Generation
Polling Question
2
Are you currently using content to generate leads?
Polling Question
3
What is your biggest challenge in using content for lead
generation?
Biggest Content Marketing Challenge
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Source: “B2B Content Marketing:2010 Benchmarks, Budgets and Trends” by MarketingProfs and Junta42
5
Buyers find relevant online content
only 42% of the time.
Source:“Technology vendors may be losing close to 50% of their potential sales due to inadequate online information,” IDG Communications, 2008
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Fewer than 1 in 3 people
trust marketing messages.
Source: Edelman Digital’s 2010 Trust Barometer, http://www.edelman.com/trust/2010/docs/2010_Trust_Barometer_Executive_Summary.pdf
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95% of B2B buyers chose a solution
provider for a recent purchase who:
“provided them with ample content to help navigate through each stage of the buying
process.”
Source: “Inside the Mind of the B2B Buyer,” DemandGen and Genius.com, March 2010
The New Sales Process
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Source: Ardath Albee, “eMarketing Strategies for the Complex Sale”
Benefits of Using Content
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• Lower cost of sales • Shorter sales cycles • Better qualified leads • Builds relationships
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1. Understand your buyers
2. Ask how you can help
3. Actively nurture leads
4. Create outstanding content frequently
5. Manage expectations
The 5 Keys
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Understand your buyers
(Really, really well)
Key #1
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Get out of the office and talk to them.
Questions to Ask
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1. What are their most important responsibilities?
2. What are their top obstacles/problems?
3. Why haven’t they considered a product like yours?
4. What alternatives do they believe will help?
5. How does their boss measure their success?
6. Where do they look for new information?
Key #1 How to do it
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1. Interview your buyers
• Phone or in-person
2. Ask questions to understand their buying criteria
3. Do it regularly (3-5x/quarter)
Ask
“How can we help you?” vs.
“What can we sell you?”
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Key #2
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Don’t be this guy
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Adopt a helpfulness mindset
How to do it
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1. Freely give away great content that addresses your buyer’s concerns.
2. Resist “selling.” Think “educate.”
Key #2
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Actively nurture leads
Key #3
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73% of leads aren’t sales ready
Source: “The Complex Sale: Lead Scoring Effort Increases Conversion 79%,” Marketing Sherpa, Jan. 25, 2012
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Build a Content Path
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Buyer/Context Matrix
Download your copy from www.kimgusta.com/webinar
23
1. Determine what content your buyers want at each sales cycle stage
2. Use the Buyer/Content Matrix* to map content to buyers and sales stages
How to do it Key #3
* Download from www.kimgusta.com/webinar
24
Create outstanding content frequently
Key #4
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Avoid content creation overwhelm
Content Audit Tracker
26
Download your copy from www.kimgusta.com/webinar
Think Economies of Scale
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From one “how-to”webinar: • Blog posts • Article series • Video snippets • White paper • Best practices cheat sheet
28
1. Do a content audit to document what you already have
2. Before creating anything new, ask what are 5 ways you can re-purpose it?
3. Ensure all content is part of your larger strategy.
Key #4 How to do it
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Manage expectations
(others and your own)
Key #5
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• Expect incremental buyer movement
• Set expectations with Sales and Senior Management
• Resist pressure for quantity over quality
How to do it Key #5
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How Do I Get Started?
Your 60 Day Plan to More Leads
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1. Interview 3 buyers.
2. Inventory your existing content.*
3. Develop preliminary content mapping plan.*
4. Determine gaps between what you have and what you need.
5. Pick two pressing pieces of content to create (re-create existing content if possible).
*Download templates from www.kimgusta.com/webinar
Continue the Conversation
33
Kim Gusta kim@kimgusta.com
www.kimgusta.com
Blog: kimgusta.com/blog
Twitter: kimgusta
For templates & content marketing
resources, visit www.kimgusta.com/webinar
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