attract & engage coveted prospects with killer content

Attract & Engage Coveted Prospects With

Killer Content

Presented By:Dan Fisher

Managing Director

Menemsha Group Background

www.menemshagroup.com | dan@menemshagroup.com

Attract & Engage Coveted Prospects With Killer Content

1. Introductions 2. Inbound vs. Outbound Lead Generation3. Killer Content??4. Why You Need Killer Content5. How To Create & Use Killer Content6. Steps To Get Started

www.menemshagroup.com | dan@menemshagroup.com

Outbound Vs. Inbound MarketingOutbound Inbound

Understanding Buyer BehaviorToday’s B2B Buyer:59% engaged with a peer who had addressed the

challenge48% followed industry conversations on the topic37% posted questions on social networking sites looking

for suggestions/feedback20% connected directly with potential solution providers

via social networking channels44% conducted anonymous research of a select group of vendors41% researched papers / posting from thought leaders

Today’s Buyer expects consistent, relevant communication from both sales and marketing

Selling Up The Value Chain

Customer Value

High Low

Self Diagnose Symptoms/Desired

Future Sate

Order fulfillment

Outbound Marketing Broadcast Message

The Power of Killer Content

Creating Your Content: Customer Segmentation

Creating Killer Content-Your Buyer ProfileDirector Data Warehousing,

Business Intelligence Getting The Answers

Create Buyer ProfileWhat Do They Do Online?

Sample Customer: Director Business Intelligence

“A recent report by Aberdeen Group says that the absence of a single set of definitions for business events throughout the enterprise is the No. 1 cause of BI breakdowns.

Why is this? What steps can be taken to prevent this?

How are you addressing this issue?

What are the common pitfalls?

Data Warehousing & Business Intelligence Technical Solution Sheet

DWH & BI Capabilities

Data Warehouse Architecture/Design

OLTP & OLAP

Data Modeling (physical & logical)

Executive Dashboards

Master Data Management

Delivery Capabilities Architecture, Design & Development

Author functional, technical design specs, physical & logical data models

Define meta-data standards Meta data dictionary

Mapping Content Into Your Sales Process

ProspectingTelemarketing,

cold calling, email blasts, push for

F2F Meeting

EvaluationFollow up email

blasts, “Check in”, market candidate

resume, “drop off” or unexpected visit

ResultsHigh activity,

little return and client resistance

Building CredibilityWhite papers, eBooks, how to kits, top tips,

trends reports

Lead NurturingWebinar, customer video, case studies,

data sheets

ResultsScalable, high return

on effort/investment, thought leader, community of

followers

Getting StartedCreate Marketing Calendar Ideas to Get Started

Create How-To Articles/eBooks Point out mistakes/trends in your industry

(and best practices) Find another blog/white paper and write your

own position on the topic (agree or disagree) Share presentation slides Ask questions on Twitter/LinkedIn and share

results Respond to industry research with your own

perspective Record an interview with an industry expert Get consultants/clients to offer tips, write

guest blog

How You Sell is How You Differentiate – Two Buckets!

Low

Val

ue

Hig

h

HR/Staffing/

CommodityIT Solutions

Provider Bucket

Perceived Customer Valuewww.menemshagroup.com | dan@menemshagroup.com

Contact Menemsha Group

Dan Fisher, Managing Director

(888) 553 -3083dan@menemshagroup.comwww.menemshagroup.com

www.menemshagroup.com | dan@menemshagroup.com