how to generate demand using content
Post on 14-Apr-2017
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Fast Forward the Conversation
From Concept to ConversationGenerating lead engagement through B2B content marketingChris FieldManaging Director, Fieldworks
chris@fieldworksmarketing.co.ukTwitter: @ChrisFieldFW
www.fieldworksmarketing.co.ukTwitter: @fieldworks
B2B content marketingINTRODUCTION
95% of B2B enterprise marketers
use content marketing
76% of marketers increased their content
marketing investment in 2015
Sources: Content Marketing Institute/Curata
B2B content marketingLET’S REWRITE THOSE STATEMENTS• Why am I in business?• In what ways do I make things better for my clients (and the planet)?• What do I think about my clients’ market and its challenges?• What do I think is around the corner?• Who am I friends with?• Where do I live?
Traditional marketing talks AT people
Content marketing talks WITH them
“Marketing used to be about making a myth and telling it. Now it’s about telling a truth and sharing it.”Marc Mathieu – Global SVP of Marketing, Unilever
B2B content marketingWHERE DOES A GREAT CAMPAIGN START?
Traditional marketing talks AT people
Content marketing talks WITH them
B2B content marketingTHE PRINCIPLES FOR GREAT CONTENT
4
Challenging Relevant Informative
Personality Editorial
Consistent Shareable Market-leading
B2B content marketingGET CREATIVE!
B2B content marketingWHO AM I DELIVERING MY MESSAGE TO?• 92% of B2B marketers segment their target market• 53% by product service/category• 40% by buyer persona • 35% by vertical • 32% by stage in buying cycle • 28% by pain point
Source: B2B Barometer
B2B content marketingPERSONA SEGMENTS
Persona
Finance Director
Chief Marketing
Office
Responsibilities
Challenges Engagement
• Provide advice/guidance on financial strategy
• Develop/control company operating budget
• Ensure company meets financial/legal obligations
• Implement systems to ensure company financial targets are met
• Unpredictable market/customer activity
• Efficiency of business processes
• Saving money – where can more be done for less
• Structural organisation for profitability
• Numbers not a words man – doesn’t have time to read long form content unless really interested
• Responds well to infographics
• Represent and respond to the voice of the market
• Be the brand steward/champion the customer experience
• Reach more people – and get a response
• Strengthen value of current customer relationships
• Expand customer base
• Ensure activities deliver ROI
• Use data to drive more effective campaigns
• Reach customers in new ways
• Huge appetite for best practice documents; wants to experiment with new technologies and solutions
• Receives a lot of marketing emails, so will only engage with a catchy subject line
B2B content marketingEXAMPLE: MANHATTAN ASSOCIATES
B2B content marketingWHERE DOES CONTENT MARKETING FIT INTO THE SALES CYCLE?Initial
engagement
Top of the funnel
Middle of the funnel
Bottom of the funnel
Blog posts, social media, web pages, infographics, email marketing
Guides, editorial features, email marketing, short videos
Whitepapers, webinars, case studies, longer videos
Product demonstrations, quotes, consultations
Retaining customers/growing
value
Regular content programme encompassing all of the above
B2B content marketingEXAMPLE: SAP
Successful lead generationGOLDEN RULE
Collaborate with your sales team!
Fast Forward the Conversation
THANK YOU!
ANY QUESTIONS?
Chris Field, Director
chris.field@fieldworksmarketing.co.ukTwitter: @ChrisFieldFW
www.fieldworksmarketing.co.ukTwitter: @fieldworks
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