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How to keep prospects engaged throughout the B2B lead lifecycle: The buyer’s journey is one that should be understood by every B2B marketer. How to develop content to support your marketing efforts and align to the needs of your prospects.
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B2B Marketing Lifecycle
Kevin AlanskySenior Director Marketing
Blackboard Inc.
Ac! 17
Kevin Alansky Sr. Director Marketing
Blackboard Inc.
Act 17: B2B Marketing Lifecycle
The Quest for a Better Mousetrap
The Role of the B2B Buyer Has Changed
The Buyer’s Journey
Tip 1: Map Out Your Buyer’s Journey
Tip 2: Marketing & Sales Alignment
Better Together
Tip 3: Determine the Seller’s Journey
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Find the Gaps in Your Marketing Strategy
Tip 4: Deliver Tactics That Align to the Buyer’s Journey
Easier Said Than Done
Explore Solutions Committed to a Solution Justify Decision Make Selection Committed to Change
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Tip 5: The Integrated Marketing Plan !"#$%&'()*"%+$#(
Identify Solutions Demonstrate Value Propose Solution Close Qualify
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Tip 6: Content is King
“The problem is getting the right content to the right people, even while knowing that key decision-makers are not an easy audience to reach. Producing smart, highly targeted and truly innovative content can be really challenging”
Right Content
B2B Content Marketing: 2010 Benchmarks, Budgets and Trends MarketingProfs/Junta42
Right People
Right Time
Thought leadership supports
Building Reputation and Interest
Educational Content supports
Lead Generation and Nurturing
Client Stories supports
Sales Like No Other
Social Media supports
Keeping the conversation going
Infinite Pipes to Promote
Tip 7: Think Like a Publisher
Marketing Automation = Holy Grail?
Engage, Nurture, Track
Thank you!
Contact Me [email protected] Blog: www.alansky.com/blog Twitter: @alansky