B2B Content Marketing for Your Salesforce

© 2015 Mike Moran Group LLC

@biznologywww.biznology.com

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B2B Content Marketing for Your Sales Force

June 9, 2015

Mike Moran

© 2015 Mike Moran Group LLC@biznology | www.biznology.com

@tcpeter [email protected] 201-305-0055

Your moderator for today: Tim Peter

President of

Instructor at

Author at


B2B Content Marketing for Your Sales Force

Thanks to our sponsors

Mike Moran

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Click the orange arrow

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Your speaker for today: Mike Moran

Former Distinguished Engineer

A senior strategist at

Author of twopopular books onInternet marketing

Founder of

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@MikeMoran [email protected] 973-826-0744


Our “target” is a person with interests

Sales

Marketing

They are both about targeting

They both must persuade through the process

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Start asking the right questions—be a reporter

Who is contacting us?

What are they contacting us about?

Why are they contacting us?

When are they contacting us?

Where are they contacting us from?

How are they contacting us?

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Every question is part of our Contact Circle

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Some interesting points are at the intersections

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What is more permanent? More temporary?

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Personas are people; Journeys are situations

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Personas help you target the right buyers

Sherwin• Early adopter

• Understands technology, but not business

• Unafraid to be different

• Cares what other techies think

• Decides slowly

• Persuaded by detailed facts

Demographics

Psychographics

Firmographics

Attitudes

Values

Aspirations

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Personas help you target the right buyers





• Decides slowly


Different personas need different content

Which content moves Sherwin from Learn to Compare?

WhitePaper

Case Study

ProductSpecs

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Can your sales people categorize their prospects?





• Decides slowly


Sales segments = Marketing personas

Do your sales people know their individual contacts to this degree?

Can you think of your market segments as personas?

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Journeys reveal where the buyer is in the process

Just at the beginning?

Comparing solutions to each other?

Looking for offers?

Using one of your solutions already?

Different content is persuasive in different stages of the Client’s Journey

Compare

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Connect your buyer’s journey and sales funnel

Learn

Compare

Buy

Get

Leads

Opportunities

Prospects

Customers

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Metrics reveal the most persuasive content

Learn

Compare

Buy

Leads

Opportunities

Prospects

Customers

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WhitePaper

Case Study

ProductSpecs


What do you do when you know the “right” content? When your target company is in a certain

part of the sales cycle…

…the content known to work at that stage of the Client Journey can be suggested for sharing by your CRM system

WhitePaper

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But is it the right content for everyone? The “right” content is not one-size-fits-all

The right content for the right step of the Client Journey (or stage of Sales Funnel)

And for the right persona (or segment)

WhitePaper

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© 2015 Mike Moran Group LLC@biznology | www.biznology.com20

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