B2B Marketing Content That Drives Conversions: Dreamforce 2013

Learn what content delivers value to your customers

B2B Marketing Content That Drives Conversions is a recorded repeat of Brainrider’s content planning session at this year’s Dreamforce 2013 on Thursday, November 21 in the Moscone Center West.

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B2B Marketing Content That Drives Conversions

Slide descriptions:

1. B2B Marketing Content That Drives Conversions.

A Better B2B Marketing Session Nolin LeChasseur, Partner, Brainrider @nolin @brainrider

2. Safe harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995

3. Nolin LeChasseur Partner, Brainrider @nolin

4. Content is hard work and it’s expensive.

5. Too much B2B content doesn’t deliver enough value.

6. B2B Marketing Content That Drives Conversions TWEET THIS! #DF13 @Brainrider The buyer is in control.

7. It’s not about you.

8. 5 truths of better content. Customer-focused Demonstrates subject matter expertise Aligned with programs Easy to publish & share Measurable performance

9. Buyers need content to make a buying decision. What’s my problem? How do I fix my problem? Are you right for me?

10. Buyers want content that solves a problem… Übersuggest

11. … aligned to their buying decision. If your customer is asking: What’s my problem? How do I fix my problem? Are you right for me? They want: Education & Benchmarks Solution Options & Product Suitability Proof Points & Decision Support What to share with them: •?Trends •?Benchmarks •?Analyst coverage •?101 Education •?How to guides •?How other people are solving this •?What is the solution & how does it work •?Solution comparisons •?Pitfall analysis •?Readiness & suitability assessments •?How to choose a vendor •?Pricing •?Bench strength demonstration •?Case studies •?ROI/TCO •?Working with us •?How to buy

12. 5 keys to creating content that converts.

  1. Identify, plan, and organize by customer needs & pains
  2. Leverage your company’s subject-matter expertise
  3. Target buyer intent search keywords and phrases
  4. Describe your content using customer language
  5. Test & learn with light tactics, then scale winners into heavier tactics
  6. DF13 Salesforce.com bonus

13. B2B Marketing Content That Drives Conversions TWEET THIS! #DF13 @Brainrider Identify, plan, and organize your content by customer needs and pains.

14. Too many websites are all about the company. Solutions Products About Us Services Company News Partners Customers Resources

15. Too many resource centers are organized by format.

16. Identify your buyer’s needs & pains. How to … How do I … Do I need more/less … Should we … Comparing … Choosing a …

17. Plan & organize resources by buyer needs & pains.

18. Plan & organize your site by buyer needs & pains.

19. B2B Marketing Content That Drives Conversions TWEET THIS! #DF13 @Brainrider Leverage your company’s subject matter expertise.

20. Citibank targets SMBs…

21. …with marketing advice.

22. Find your customer-centric subject matter expertise. Who are your SMEs and what do they know? Reverse engineer what you already sell Ask your customer-facing staff What search terms are driving site traffic? What on-site search terms are common? What searches are high volume?

23. B2B Marketing Content That Drives Conversions TWEET THIS! #DF13 @Brainrider Target buyer-intent keywords and phrases.

24. Look at longer search queries for buyer intent. MARKETING AUTOMATION… …jobs in San Francisco …pricing comparison …landing page templates …implementation guide …alternatives …consulting hourly rate …white paper …requirements document …pricing …contract terms …best practices …structure of team

25. Look at longer search queries for buyer intent. MARKETING AUTOMATION… …jobs in San Francisco …pricing comparison …landing page templates …implementation guide …alternatives …consulting hourly rate …white paper …requirements document …pricing …contract terms …best practices …structure of team

26. B2B Marketing Content That Drives Conversions TWEET THIS! #DF13 @Brainrider Describe your content using customer language.

27. Which one is buyer-focused? Marketing Automation Requirements Document Example & Template How To Sell Marketing Automation To Your Boss Another Better B2B Marketing Resource Another Better B2B Marketing Resource

28. Which one is buyer-focused? Marketing Automation Requirements Document Example & Template How To Sell Marketing Automation To Your Boss Another Better B2B Marketing Resource Another Better B2B Marketing Resource

29. Which one is buyer-focused? Marketing Automation Buyer’s Guide Marketing Automation Solution Comparison Guide Another Better B2B Marketing Resource Another Better B2B Marketing Resource

30. Which one is buyer-focused? Marketing Automation Buyer’s Guide Marketing Automation Solution Comparison Guide Another Better B2B Marketing Resource Another Better B2B Marketing Resource

31. B2B Marketing Content That Drives Conversions TWEET THIS! #DF13 @Brainrider Test & learn with light tactics, then scale winners into heavier tactics.

32. Test & learn with light tactics. Social media sharing Social publishing Blogging / guest blogging Article syndication / contribution

33. Repurpose existing assets. Dense marketing assets: White papers, ebooks Recorded media: webinars, podcasts, videos Image media: infographics, illustrations, presentations Training materials Support manuals, user forums, knowledge base RFP responses & sales proposals

34. Measure website engagement.

35. Measure content engagement.

36. Measure form & landing page conversions.

37. Research what contributed to won opportunities. RESOURCE Marketing Automation Optimization Checklist RESOURCE Better B2B Marketing Checklist RESOURCE 2013 B2B Marketing Budget Allocation Tool WEB VISIT PAGEVIEWS Web content about planning & content

38. B2B Marketing Content That Drives Conversions TWEET THIS! #DF13 @Brainrider Share buyer-need insights with your sales team to support more relevant follow-up.

39. Share prospect activity history with sales reps

40. Score prospects for need based on engagement

41. Ensure sales follow-up on sales CTA engagement

42. Track high value activities in Salesforce campaigns

43. Measure the value your campaigns are creating

44. Learn from what other companies are doing well.

45. B2B Marketing Content That Drives Conversions.

What next? Ask questions. Get these slides, or book a 1-on-1 meeting: brainrider.com/nolin Subscribe to more helpful B2B Marketing content: @Brainrider | @Nolin Resources: Brainrider.com/resources Articles: Brainrider.com/blog

46. All about Brainrider Knowledge Marketing Group Brainrider is a good listener, a great thinker, and a “make it happen” full-service B2B marketing agency with the mission of delivering better results by helping you:

  • Use content marketing to tell a compelling story about your complex B2B software, hardware, or professional services solutions
  • Update your website to generate more leads and expand your online marketing presence
  • Implement programs that attract, acquire, nurture, and qualify more leads