Content Marketing in the Lead-to-Revenue Cycle

GETTING TO 10 WITH CONTENT MARKETING

February, 2014

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1 RAW LEAD 10 TOUCHES X

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1 SALES OPPORTUNITY =

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IT TAKES AN AVERAGE OF 10 MARKETING-GENERATED “TOUCHES” TO PROGRESS A PROSPECT FROM A RAW, UNQUALIFIED LEAD, TO “CLOSED ONE”.

According to Aberdeen’s 2012 report “Marketing Lead Management: From the Top of the Funnel to the Top Line”:

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Q: BUT HOW DO I GET TO 10 TOUCHES?

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THROUGH CONTENT MARKETING

Q: BUT HOW DO I GET TO 10 TOUCHES?

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WHY IS THAT?

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FOCUS ON IMPROVING THE TARGETING OF THEIR CONTENT MARKETING EFFORTS

COMPANIES WITH SUCCESSFUL MARKETING STRATEGIES:

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LOOK TO INCREASE THE QUANTITY OF RELEVANT CONTENT BEING PUBLISHED ON THEIR WEBSITE AS TOP INITIATIVES

COMPANIES WITH SUCCESSFUL MARKETING STRATEGIES:

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TELL US THEIR BUYERS ARE HUNGRY FOR HIGH-END FARE.

COMPANIES WITH SUCCESSFUL MARKETING STRATEGIES:

BUT, I’VE HEARD OF CONTENT MARKETING BEFORE…

WHAT ELSE DO I NEED TO KNOW?

MARKETING CONTENT MUST DO MORE THAN JUST BE HELPFUL… IT MUST BUILD AND SUSTAIN THE BUYER’S VISION OF SUCCESS THAT ALIGNS BOTH WITH THEIR REALITY AND THE VALUE PROPOSITION OF YOUR OFFERING.

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TOP PERFORMERS ARE

93% MORE LIKELY THAN FOLLOWERS TO

ALIGN CONTENTTO THE STAGE OF THE

BUYER’S DECISION JOURNEY

FIRMS SHOULD FOCUS ON GETTING THEIR CONTENT MARKETING “RIGHT:” RIGHT CONTENT AT THE RIGHT TIME…FOR THE RIGHT PERSONA.

HOW CAN I GET STARTED?

HOW CAN I GET STARTED?

PUT YOURSELF IN YOUR BUYER’S SHOES .

HOW CAN I GET STARTED?

PUT YOURSELF IN YOUR BUYER’S SHOES INTERVIEW SALES

HOW CAN I GET STARTED?

PUT YOURSELF IN YOUR BUYER’S SHOES INTERVIEW SALES INTERVIEW CUSTOMERS (AND NEAR-CUSTOMERS) ABOUT THE QUESTIONS THEY MUST ANSWER IN ORDER TO EFFECTIVELY DE-RISK A PURCHASE.

THANK YOU FOR READING GETTING TO 10 WITH CONTENT MARKETING

http://tinyurl.com/marketingIntent

February, 2014