kevin alansky, blackboard inc
DESCRIPTION
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.TRANSCRIPT
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B2B Marketing Lifecycle
Kevin AlanskySenior Director Marketing
Blackboard Inc.
Ac! 17
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Kevin Alansky Sr. Director Marketing
Blackboard Inc.
Act 17: B2B Marketing Lifecycle
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The Quest for a Better Mousetrap
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The Role of the B2B Buyer Has Changed
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The Buyer’s Journey
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Tip 1: Map Out Your Buyer’s Journey
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Tip 2: Marketing & Sales Alignment
Better Together
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Tip 3: Determine the Seller’s Journey
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Find the Gaps in Your Marketing Strategy
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Tip 4: Deliver Tactics That Align to the Buyer’s Journey
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Easier Said Than Done
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Explore Solutions Committed to a Solution Justify Decision Make Selection Committed to Change
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Identify Solutions Demonstrate Value Propose Solution Close Qualify
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Tip 6: Content is King
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“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
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Thought leadership supports
Building Reputation and Interest
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Educational Content supports
Lead Generation and Nurturing
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Client Stories supports
Sales Like No Other
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Social Media supports
Keeping the conversation going
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Infinite Pipes to Promote
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Tip 7: Think Like a Publisher
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Marketing Automation = Holy Grail?
Engage, Nurture, Track