INTEGRATED PLAYBOOK CONTENT MARKETING CATCH, RUN,TACKLE, TOUCHDOWN. to Engine of Growth for B2B Sales

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1 Jay Jablonski Vice President of Applied Marketing (520) LEAD to MARKET Engine of Growth for B2B Sales INTEGRATED CONTENT MARKETING PLAYBOOK CATCH, RUN,TACKLE, TOUCHDOWN

2 CONTENT MARKETING & STEPPING STONES ON THE PATH TO PURCHASE Research Demand Drivers By harnessing the concerns of your prospective buyers through empirical surveys, we demonstrate your business values in concrete terms. Content Creation & Credibility Numerical data produced by 3 rd party research combined with authoritative secondary research enhances credibility & engagement. Multichannel Content Distribution Distribution of this content through multiple media channels to the correct audience & coordinated for maximized impact. Multichannels Distributions Reuse of Content Same data in different forms: Press release Whitepaper CTA Webinars Blog PR Social Media

3 PATH TO PROFIT Peer opinion within your target market is the most important element in capturing digitally empowered B2B buyers. Engaging Content Multichannel Messaging Sales Enablement & Empowerment Constant Campaigning It Never Stops Capturing the voice of the people we wish to sell to creates explosive growth in revenue.

4 GETTING STARTED WITH LTM IN 5 EASY STEPS Identify your target market and build a list of companies with executive titles that match the targeted list criterion. Identify the business problems your solution solves for customers. Numerically justify the seriousness of the business impact via surveys. Use the information to create marketing collateral that can be distributed through multiple media channels. CONTENT Engage customers in an educational discussion set around research findings. Convert 33% more of initial leads to sales qualified opportunities. 33%

5 RETAINING CUSTOMERS BY CONFIRMING THE DECISION TO BUY ALWAYS-ON COMMUNICATION BUILDS LOYALITY SHOW MEASURES OF SATISFACTION SHOW EXPERTISE RELATIVE TO YOUR CUSTOMERS BUSINESS COMPETITIVE RESEARCH SHOWING YOUR SOLUTIONS ARE TOP NOTCH CONFIRM THE BUYING DECISION SHOW EMPIRICAL DATA TO BUILD TRUST

6 LTM PROVIDES YOU A STRONG PARTNERSHIP FOR CONTENT MARKETING SUCCESS The Content Marketing Checklist PLANNED Are you using an editorial calendar? Content owner(s) assigned Inclusion in a broader theme Variety of distribution channels Sales team awareness and support ENTICING Is the content understandable and readable? Brief, compelling headlines Executive summary lead-ins Short, succinct copy blocks & bulleted list Consideration of audience/persona Consistent grammar in plain English (no jargon) Strong, eye-catching visuals ACTIONABLE Will the reader want to take the next steps? SHARABLE Will the reader be compelled to share the content? FINDABLE Can readers find the content easily? MEASURED Is the content traced for success? Primary call to action Secondary call to action (2 Max) Direct summary of what to do Links to related content Provokes an emotional response A reason to share Ask to share Easy ways to share An h1 tag and at least 2 h2 tags Meta-data including title, descriptors & keywords Links to related content Alt tags for images Goals & objective sets Tracking applied Dashboard comparison

7 ABOUT LEAD TO MARKET AND OUR CORE PROCESS WHERE LEAD TO MARKET FITS IN A COMPLEX MARKETING ORGANIZATION Path to Power is a linear exercise that looks like this: Research Engaging Content Lead Generation Sales Execution Research - reveals what is important to you prospective customers. It allows us to speak your universe of prospective buyers about how your product, service, or solution is relevant to issues your customers care about. Content - should be believable, empirical, authentic, and engaging. Consistent messaging must come through multiple channels and distributed according to a publishing schedule for no less then a year. Sales - lead generation and first conversations with a prospective customer must be consistent with the expectations you set up with your content. Don t offer a customer an educational opportunity and then break into a pitch. MODERN BUYERS VIEW OF VENDORS Customers live in a digital - mobile first world they must recognize your firm. Customers don t know any reason your solution would benefit them. Customers don t understand what your brand means. Customers have short attention spans that are assaulted Customers prefer to use their own digital resources on their own time and terms WHY SHOULD YOU WORK WITH LEAD TO MARKET Agencies do great research and create stunning content but they are staggeringly expensive and are not responsible for the ultimate sales execution and generation of leads. We do this same work for % of an agency cost, and we see the process through to the first call sales engagement. Telemarketing and Demand Generation firms just generate activity. They don t generate content and that is why these programs rarely convert sales to qualified leads We take responsibility for research, content creation, lead generation. This leads to integration of the program with sales and lead conversion to second step opportunities.