Speed up the Buyers Journey with an Epic Content Plan

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Speed up the Buyers Journey with an Epic Content Plan

Sarah ShelnutDemand Generation Manager, NanoLumens

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About Me

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About Me

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Speed up the Buyers Journey

…with an EPIC content plan

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Prioritize, Organize, Analyze

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• Who is your Audience?• How do they consume

content?• What is the message that

you want to communicate?

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What is a Persona?

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NanoLumens Personas

Reseller End User Influencer

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NanoLumens PersonasRe-Seller

• Elevate Conversations

• Higher Level of Offering

• Make More Money/Win More Deals

End User

• Brand/Buzz

• Experience

• Customer Engagement

• ROI

Influencer

• Inspiration Brought to Life

• Design Specific

• “YOUR” Vision

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The Message Varies By Viewer

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Prioritize: What is the Message?Re-Seller

• Elevate Conversations

• Higher Level of Offering

• Make More Money/Win More Deals

End User

• Brand/Buzz

• Experience

• Customer Engagement

• ROI

Influencer

• Inspiration Brought to Life

• Design Specific

• “YOUR” Vision

The Message:

We Can Help You Win Deals $$

The Message:

We Can Help You Engage Customers

The Message:

We Can Help You with Design Integrity

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How do “They”

Consume Content?

Blog

Email

Webinar

Social Media

VideoPodcast

Print

Mobile App

Info-Graphic

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Prioritize: Sirius Demand Gen Waterfall

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Stage 1 – Potential Opportunity

Stage 2 –Sales

Qualified/Discovery

Stage 3 – Strategy Development

Stage 4 – Strategy Execution

Stage 5 - CrucibleStage 6 –

Negotiations/Legal

Organize: How Are Leads Moving?

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What ?’s Are Asked Along the Journey

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Stage 1 –Do I Need This?

Stage 2 –What are the

options?

Stage 3 –Do I want LED?

Stage 4 –What’s this going

to cost?

Stage 5 –What are the

risks?

Stage 6 –What do I need to redline in T’s&C’s?

Organize: What are the Questions?

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Organize: Time for a Content Audit

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NanoLumens Content Audit

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Organize: Repurpose

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Organize: Don’t Be Afraid to Ask for Help

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Organize: Visual Map of Buyers Journey

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Organize: Visual Map of Buyers JourneyAwareness of Need/Want

Exploring and Grasping Options

Committing resources to explore LED

Evaluates alternative solutions

All options in play here

Email 1:WebinarsEmail 2:BrochureEmail 3:

Nixel SpecsEmail 4:

Tech Video

Email 1:InfoGraphic

Email 2:IX Ctr CSEmail 3:

Install Map

Email 1:Boise CSEmail 2:

Hero Page

Email 1:Come See Us

Email 1:WarrantyEmail 2:

TestimonialEmail 3:

Customer Advocate

Stage 1 Stage 2 Stage 3 Stage 4 Stage 5

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Deploy!

Email Marketing 101:

• No Batch and Blasts!• Use Heavily Filtered Lists• One CTA / Email• Use Demographic and

Behavioral Lead Scoring to Segment

• Speak Their Language

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Analyze: Tweak Running Campaigns

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Analyze: Metrics That Matter for Marketers

• Web Traffic / Sources

• Email Open / CTR’s• # of Blog /

Newsletter Subscribers

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Analyze: Metrics That Matter for Sales

• # of Opportunities Created

• # of Opportunities Closed/Won

• Time in Sales Cycle

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What did NanoLumens Learn?Awareness of Need/Want & Brand

Exploring & Grasping

NanoLumens

Creating Advocacy & Repeat $$$

• Focus on Buzz & Brand

• HTML Format for Email

• Tokens / Personal

• Focus on Product

• Alleviate Risk

• Have an In-House Advocacy Manager for your buyers

TOFU Oppty Spec Customer

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How Fast Did NL Go?

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The End.