Slide 5.1

Video 12 Key Messages from Ardath Albee’s Book Chapters 1 - 7

IBMS Semester 6b Fall 2013

Mr. George Szanto

Topics Covered

• Highlight key learnings from chapters 1 – 7 of Ardath Albee’s book

• Please note – listening to this lecture does NOT replace the need to read the book!

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Purpose of Albee’s Book

• Show you how to create and use online content and communication strategies to capture an hold the attention of your prospects

• Demonstrate how properly executed eMarketing help you succeed in closing complex B2B sales cycles

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eMarketing Rewards for your company

• Interactive dialogs• Intelligence-Enhanced listening• Increased demand• Higher trust (built up by engagement)

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eMarketing Rewards for prospects & customer

• Valuable, convenient knowledge• Increased confidence• Useful conversations• Higher credibility

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Create a Buyer Synopsis -1

1. Select Problem to Solution Scenario for a Specific Persona– Don’t forget to include influencers

associated with persona as consensus is needed

2. Determine what kinds of information persona needs during the 4 critical buying stages

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Create a Buyer Synopsis -2

3. Assign What Prospects Need to Know in each critical buying stage

– A. Status quo to priority shift– B. Researching options– C. Step backs to options– D. Validation of choice

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Create a Buyer Synopsis -3

4. Map appropriate content to specific persona needs to each step of the critical buying stage– Explained in detail in chapter 5 of book

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Nurturing Complex B2B sales

• Consistency of stories across online channels

• Use content to create conversation• Leverage the interactive conversations,

using rich media intelligently

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Capitalize on Cause• Definition of cause in a complex B2B sale:

– Whatever compels a prospect to actively seek resolution for a problem that your company’s product/solution addresses

• You must know your prospect’s buying cycle!

• Create content that pulls prospects forward (increase commitment with every interaction)

• Focus on 1 thing at a time

End of Video - Thank you