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It's been proven that B2B content marketing, when done effectively, drives conversion and revenue. It engages prospects and moves them along the B2B buying journey. However, effective content marketing relies on close collaboration between B2B marcom and sales in order to produce relevant content that's conducive to buyer persona and buy cycle phase. This presentation explores how to leverage content marketing along the buying journey to drive revenue. Key points to consider: --57% of the B2B buyer journey is complete before a vendor is contacted --B2B content marketers are more likely to convert more prospects than their non-practicing B2B marcom counterparts.
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Copyright © 2013, J. Damico Marketing Communications
B2B Content Marketing: How marketing & sales alignment drives revenue.
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B2B Buy Cycle…
Copyright © 2013, J. Damico Marketing Communications
Awareness Consideration Purchase Retention
I t ’ s n o t re a l l y a f u n n e l . I t ’ s m o re o f a j o u rn e y …
Content Drives the B2B Buy Journey
Copyright © 2013, J. Damico Marketing Communications
Awareness Consideration Purchase Retention
A l o n g t h e j o u rn e y b u y e r s c o n s u m e c o n t e n t …
“ 8 7 % o f b 2 b b u y e r s s a i d o n l i n e c o n t e n t h a s e i t h e r a m a j o r o r m o d e r a t e i m p a c t o n v e n d o r p r e f e r e n c e a n d s e l e c t i o n . ”
Source: CMO Council Survey, April 2013 via BtoB Magazine, June 3, 2013
B2B Marcom Creates Content
Copyright © 2013, J. Damico Marketing Communications
Awareness Consideration Purchase Retention
M a rc o m p ro d u c e s , p u b l i s h e s a n d p ro m o t e s c o n t e n t t h ro u g h c o n v e n t i o n a l a n d s o c i a l c h a n n e l s .
C o n t e n t t y p e s F a c e - t o - f a c e
S o c i a l c h a n n e l s
Content Is the New Currency
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“ I t t a k e s a n a v e r a g e o f 1 0 m a r k e t i n g t o u c h e s f o r a n u n q u a l i f i e d l e a d t o b e c o m e a c l o s e d - w o n d e a l . ”
Source: Trip Kucera, Aberdeen Research Senior Research Analyst, Marketing Effectiveness and Strategy, June 2013 DemandGen webinar, “Getting Content Marketing Right.”
A Cacophony of Content…
Copyright © 2013, J. Damico Marketing Communications
Awareness Consideration Purchase Retention
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Let’s Break Down Content by Cycle Phase
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Awareness Consideration Purchase Retention
57%5 7 p e rc e n t o f t h e b u y i n g j o u rn e y i s c o m p l e t e
b e f o re a v e n d o r i s c o n t a c t e d .
Source: Joint study conducted by Corporate Executive Board and Google, 2012.
Early Stage Content Drives Leads
Copyright © 2013, J. Damico Marketing Communications
AwarenessConsideration Purchase Retention
Ear l y s tage content
• B r i e f
• A t t e n t i o n - g e t t i n g
• Le s s p e r s o n a l
>>>Dr ives leads
Early Stage: High Volume; Low Engagement; Less Personal
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Awareness Consideration Purchase Retention
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Mid-Stage Content Drives *QSO
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Awareness C o n s i d e r a t i o n Purchase Retention
Mid-s tage content
• M o re d e t a i l e d
• E n g a g i n g / n u r t u r i n g
• M o re p e r s o n a l / m o re re l e v a n t
>>>Dr ives QSO (*qua l ified sa les
oppor tun i ty )
Mid-Stage: Less Volume; More Engagement, Personal
Copyright © 2013, J. Damico Marketing Communications
Awareness Consideration Purchase Retention
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Conversion to Qualified Sales Opportunity (QSO)
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Content marketers convert at a rate of 7.6% compared to 1.0% who
don’t use content marketing.Source: Aberdeen Group
Late-Stage Content Helps Close Deals
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Late -s tage content
• E xe m p l i f y ex p e r i e n c e o f w o r k i n g w i t h y o u r c o m p a n y
• O ff e r- re l a t e d / g re a t e r re l e v a n c e
• H i g h l y p e r s o n a l
>>>Suppor ts c los ing dea ls
Awareness Consideration P u r c h a s e Retention
G r e a t e s t c o l l a b o r a t i o n b e t w e e n m a r k e t i n g a n d s a l e s .
Late Stage: More Personal; Higher Engagement
Copyright © 2013, J. Damico Marketing Communications
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Once closed the sales/service cycle begins
Copyright © 2013, J. Damico Marketing Communications
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p e r s o n a l ( a f f e c t i v e ) q u a l i t y
m a r c o m s a l e s & s e r v i c e
Q S O
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B2B Content Takeaways
• Driving QSOs and closing deals requires close marcom / sales collaboration in the consideration and purchase phases
• Content marketing is proven to convert more contacts to Qualified Sales Opportunities (QSOs).
• More on Content Marketing Framework:– Eloqua / Jess3 Infographic
Copyright © 2013, J. Damico Marketing Communications
*Source: CMO Council Survey, April 2013 via BtoB Magazine, June 3, 2013
Copyright © 2013, J. Damico Marketing Communications
Get effective B2B tech & industrial content…
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