5 ways to speed the journey from content to cash - george stenitzer
TRANSCRIPT
#CMWorld
“How to Speed the Journey from Content to Cash”
George Stenitzer
CCO, Crystal Clear Communications @riverwordguy
#CMWorld
MINDSET SEE THROUGH CUSTOMERS’ EYES
#CMWorld CUSTOMER HAS A PROBLEM OR NEED
#CMWorld WHO’S ATTENTIVE TO CUSTOMERS?
#CMWorld
UNDERSTAND THE BUYERS’ JOURNEY
#CMWorld BUYERS QUESTION EACH STEP
#CMWorld BUYERS SEEK SPECIFIC CONTENT
#CMWorld CLEAR BUYERS’ PATH TO PURCHASE
#CMWorld 4 STEPS IN THE BUYER’S JOURNEY
Step 1 Buyer Recognizes Need
Step 2 Buyer Evaluates Options
Step 3 Buyer Resolves Concerns
Step 4 Buyer Negotiates Contract
#CMWorld
1. CUSTOMER QUESTIONS
MAGNIFY THE PROBLEM
Need to change?
Serious?
Problem?
#CMWorld
1. CONTENT MARKETING
37% Blogs 27% Infographics 26% Videos 26% WhitePapers Eccolo Media 2014 BtoB Technology Content Survey
#CMWorld
2. CUSTOMER QUESTIONS
MAKE IT EASY TO COMPARE
Cheaper?
Best service?
Performance?
#CMWorld
2. CONTENT MARKETING
30% Blogs 30% Videos 30% White Papers 29% Case Studies Eccolo Media 2014
#CMWorld
3. CUSTOMER QUESTIONS
TELL CUSTOMERS’ STORIES
Reduce risks?
Site visits?
Testimonials?
#CMWorld
3. CONTENT MARKETING
32% Case Studies 30% White Papers 28% Tech Guides Eccolo Media 2014
#CMWorld
4. CUSTOMER QUESTIONS
REINFORCE & CROSS-SELL
Terms? Conditions?
Sign?
#CMWorld
4. CONTENT MARKETING
22% Infographics 22% Tech Guides Eccolo Media 2014
#CMWorld 4 STEPS IN THE BUYER’S JOURNEY
1. Buyer Recognizes Need
Problem? Serious? Need to change? Marketing Helps Analyze Problems
Blogs 37% Infographics 27% Videos 26% White Papers 26%
2. Buyer Evaluates Options
Cheaper? Best service? Product performance? Marketing Differentiates
Blogs 30% Videos 30% White Papers 30% Case Studies 29%
3. Buyer Resolves Concerns
Site visits Testimonials News & social media Marketing Reduces Risk
Case Studies 32% Technology Guides 30% White Papers 28% Video 27%
4. Buyer Negotiates Contract
Finalize Vendor Purchase Solution Marketing Speeds Contract Signing
Infographics 22% Technology Guides 22%
#CMWorld DON’T MAKE BUYERS WADE
#CMWorld DON’T OFFER TOO MANY CHOICES
#CMWorld DON’T MAKE BUYERS LEAP
#CMWorld MAKE THE PATH CLEAR
#CMWorld BUILD CONTENT SKILLS & TOOLS
#CMWorld
SKILLS Storytelling Interviewing Writing/Editing Design Photos/Video Analytics Demand Gen
#CMWorld
TOOLS One-Page Plan Personas Stories & Heroes Message Map Calendar Automation Analytics
#CMWorld
Content Marketing One-Page Plan Mission: Best source of information on optical LANs. Educate readers on:
• How to address key tech & business challenges. • Identify industry, technology & user trends. • Educate readers on how to generate revenue,
reduce expense & improve user experiences. • Deliver useful information, thought-provoking
insights, resources & relief.
#CMWorld
Content Marketing One-Page Plan Who we serve: Enterprises, government bodies with 400+ employees. Engineers, technical buyers, executives and economic buyers. Green buyers.
What’s in it for the audience? Ideas that lead to greater success for you and your company.
#CMWorld
Content Marketing One-Page Plan Topics
• Business-affecting user and technology trends, customer stories.
• Optical LAN: Compare performance, reach, cost and security of passive Optical LAN with copper-based LAN. Compare copper with fiber optics. Promote industry association APOLAN.
#CMWorld
Content Marketing One-Page Plan Serving Sizes
Time Words Media 0:07 23 Headline, Tweet, sound bite, cartoon 2:00 400 Web page, blog, news release,
video, infographics 5:00 1,000 Magazine article, contributed articles,
long video 20:00+ 4,000+ White paper, app note, e-book
#CMWorld
Content Marketing One-Page Plan Calls to Action Soft: Watch video. Read blog, magazine article or white paper. Hard: Enter demand funnel – read a gated white paper, sign up for a webinar, qualify at a trade show or event.
#CMWorld
Content Marketing One-Page Plan Results • Website traffic +30% (2013 vs. 2012) • Soft conversions up to 46% • Brand value +$78 million or 288% (2013 vs.
2012, Brand Finance) • Sales pipeline $20 million • Revenue $3 million vs. target of $1 million
#CMWorld WHO’S THE HERO?
#CMWorld MAKE YOUR CUSTOMERS HEROES
#CMWorld WHERE’S YOUR STORY GOING?
#CMWorld MAP THE MESSAGE
SPEEDBUYERS'JOURNEY
SEE THROUGHCUSTOMERS' EYES
CLEAR THEBUYERS' PATH
APPLY THE RIGHTSKILLS & TOOLS
BE A GURU, GUIDE,PARTNER OR HELPER
CREATE A CONTENTCULTURE
#CMWorld
7-Second Message
#CMWorld
2-Minute Message
#CMWorld
5-Minute Message
#CMWorld
20-Minute Message
#CMWorld WHAT ROLE DOES CONTENT PLAY?
#CMWorld GURU?
#CMWorld GUIDE?
#CMWorld PARTNER?
#CMWorld HELPER?
#CMWorld GET EVERYONE INVOLVED!
#CMWorld EXECS: SOCIAL MEDIA SKILLS
RESULTS
Revenue Customers
#CMWorld SALES: SOCIAL SELLING SKILLS
CUSTOMERS
Worries Problems
Questions
#CMWorld R&D: BLOG, POST, SPEAK
Specs Competition
What’s next? PRODUCT
#CMWorld
EMPLOYEES: SOCIAL MEDIA SKILLS
AMBASSADORS TO BUYERS
#CMWorld ALL ABOUT THE BUYERS’ JOURNEY
#CMWorld
George Stenitzer • Blog: crystalclearcomms.com • @riverwordguy • [email protected] • +1-630-383-6047