5 Ways To Speed the Journey from Content to Cash - George Stenitzer

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“How to Speed the Journey from Content to Cash”

George Stenitzer

CCO, Crystal Clear Communications @riverwordguy

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MINDSET SEE THROUGH CUSTOMERS’ EYES

#CMWorld  CUSTOMER HAS A PROBLEM OR NEED

#CMWorld  WHO’S ATTENTIVE TO CUSTOMERS?

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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

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1. CUSTOMER QUESTIONS

MAGNIFY THE PROBLEM

Need to change?

Serious?

Problem?

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1. CONTENT MARKETING

37% Blogs 27% Infographics 26% Videos 26% WhitePapers Eccolo Media 2014 BtoB Technology Content Survey

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2. CUSTOMER QUESTIONS

MAKE IT EASY TO COMPARE

Cheaper?

Best service?

Performance?

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2. CONTENT MARKETING

30% Blogs 30% Videos 30% White Papers 29% Case Studies Eccolo Media 2014

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3. CUSTOMER QUESTIONS

TELL CUSTOMERS’ STORIES

Reduce risks?

Site visits?

Testimonials?

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3. CONTENT MARKETING

32% Case Studies 30% White Papers 28% Tech Guides Eccolo Media 2014

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4. CUSTOMER QUESTIONS

REINFORCE & CROSS-SELL

Terms? Conditions?

Sign?

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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

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SKILLS Storytelling Interviewing Writing/Editing Design Photos/Video Analytics Demand Gen

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TOOLS One-Page Plan Personas Stories & Heroes Message Map Calendar Automation Analytics

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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.

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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.

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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.

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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

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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.

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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

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7-Second Message

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2-Minute Message

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5-Minute Message

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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  

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EMPLOYEES: SOCIAL MEDIA SKILLS

AMBASSADORS TO BUYERS

#CMWorld  ALL ABOUT THE BUYERS’ JOURNEY

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George Stenitzer •  Blog: crystalclearcomms.com •  @riverwordguy •  [email protected] •  +1-630-383-6047