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Rachel RicklesContent Marketing Evangelist
The Importance of Full Funnel Content Marketing
Let’s Talk About
The B2B Buyer’s Journey Today
B2B Buying Committee
Delivering Relevant Content
Key Takeaways and Q&A
Content marketing costs 62% less than traditional marketing and generates
about 3 times as many leads- Demand Metric
B2B Buying Committee
Delivering Relevant Content
Key Takeaways and Q&A
Let’s Talk About
The B2B Buyer’s Journey Today
Awareness
Consideration
Lead Gen
The Typical Buyer’s Funnel
Page viewsBlog visitsTime spent on siteShare of voice
Social sharesTop/branded keywordsPage views per visit
CPLAverage lead scoreMQL’sOpportunities
Awareness
Consideration
Page viewsBlog visitsTime spent on siteShare of voice
Social sharesTop/branded keywordsPage views per visit
The Typical Buyer’s Funnel
CPLAverage lead scoreMQL’sOpportunities
Lead Gen
Today’s Buyer’s JourneyCustomers make it through 90% of the purchase process
before reaching out.
Sources: *Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012; **Zero Moment of Truth Study, Google
10 pieces of content are consumed in the process
Today’s Buyer is More Empowered Than Ever
Search Social Mobile
Awareness
Consideration
Blog postsInfographicsQuizzesVideosResearch reportsWhitepapersData sheetsWebinarsCase studiesDemos/Trials
Content for the Funnel
Welcome programsProduct releasesProduct tips/tricks
Retention
Lead Gen
The B2B Buyer’s Journey Today
Delivering Relevant Content
Key Takeaways and Q&A
Let’s Talk About
B2B Buying Committee
The Decision Process has Changed
The average B2B decision making group now
includes 5.4 buyers
45% of technology decision-makers work
outside IT, in finance, sales, facilities, and marketing
Create content for all members of the tech buying committee
5.4 45%
CEB’s “Why You Should Teach Customers How to Buy” 2014; “The Social Bridge to the IT Committee,” commissioned study conducted by comScore, Inc, in 10 countries on behalf of LinkedIn, Q3 2013
4The average number of
departments influencing a typical B2B buying
decision
Engineering
IT
Operations
Project Manageme
ntFinance
Sales Support
Purchasing
Business Developme
nt
It’s Bigger than You Think
86% of buyers discuss technology
solutions/vendors with an outside party
External influencers play a factor as well
86%8 in 10 buyers look outside the buying committee for
opinions
Content for the Committee
Sales Directors
SalesTeam
AMTeam
Marketing
HR
Content for the Committee
The B2B Buyer’s Journey Today
B2B Buying Committee
Key Takeaways and Q&A
Let’s Talk About
Delivering Relevant Content
2016 B2B Content Marketing Report
2016 B2B Content Marketing Report
Company’s Expertise
Audience Pain Points & Interests
Untapped Opportunit
y
Great content lies at the intersection of 3 key elements
Spec/Fund Vendor Choice Manage RenewIdentify Needs
Content for the Committee by Stage
Who is involved in recognizing
the problem and identifying
needs?
Who is responsible for
researching vendors, reviewing pros/cons,
conducting a value analysis,
and setting budget?
Who is the final decision
maker/makers?
Who is responsible for
using the product, giving feedback and
working with the customer service
teams?
Who are the decision makers when it comes to
contract renewals?
When Do Buyers Reach Out?
After they have a short list of solutions
53% 22%
Customer & The Buyer’s Journey Benchmark Report, Demand Metric
25%As soon as they know
they have a need
EARLY MID-WAYWhen they’re ready to
buy
LATE
3 Steps to Relevant Content
Create, reuse, or repurpose content that is specific to these audiences
Identify where they are in the buying stage
Identify who is on the buying committee
How Can LinkedIn Help?
NewsCred
The Case for B2B Marketing on LinkedIn
6xGENERATE QUALITY LEADS:
75%
11x 73%
13% 27%
The ROI of Google AdWords
Better response rates
Increase in web visits
Lower CPL than Google AdWords
Lower CPL than other social channels
Increase in page views
DELIVER THE RIGHT MESSAGE TO THE RIGHT PEOPLE:Replicon
BUILD BRAND AWARENESS:Cetera
The B2B Buyer’s Journey Today
B2B Buying Committee
Delivering Relevant Content
Let’s Talk About
Key Takeaways and Q&A
The buying journey has changed. Content marketing needs to change with itEven though we all want leads, we need to build trust with our audience and offer content outside the gateOur core target audience are not alone. There is a larger buying committee making purchase decisions
Takeaways
Creating and delivering relevant content doesn’t have to be hard – we just need to know who we need to reach and when
How to Get Started
Learn More: Visit business.linkedin.com/marketing-solutions. Download the Sophisticated Marketer’s Guide Get Started: Gain reach by sponsoring content from your company page. Think about a full funnel approach to reach your audience at every stage.Brainstorm: Who is involved in the purchase decision for your product? What content can you leverage to speak to those audiences?
Q & A