how content fuels the entire buyer's journey

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How Content Fuels the Entire Buyer’s Journey

Hana  AbazaVP  Marketing,  Uberflip@hanaabaza

Dallas  JessupContent  Marketing  Manager,  BrightTALK@Dallas_Jessup

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Join  in  on    

WE WILL SEND THE RECORDING.

Questions? We’ve got answers!

(At the end of the webinar J)

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DavidCMO, Mid-40s

Decision-maker

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Insert SiriusDecisions’ Demand Gen Waterfall

[not included on purpose]

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+/-15 people are involved in the

decision-making process.

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3.7 million employees work from home

half the time.

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Purchase

Business problem

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Customer

Decision

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Content Marketing Evolution

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Video

Infographic

Blog Posts

Guide

WebinarWhite paper

Podcasts

Social Posts

Repurposing 1.0

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Repurposing 2.0VideoBlog

WebinarCase Study

Top of funnel

Mid Funnel

End of FunnelWhite paper

Free trial Calculator

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Repurposing 3.0Best practicesQuarterly Updates

Customer

Sales

MarketingeBook

Industry report Webinar

eBook Webinar

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Acquiring your best prospects

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Junior level professionals have more influence

than ever before.

48.80%

17.10%

34.10%

Q: What part of the purchasing process are you involved in?

ApproveInfluence but not approveNo involvement

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Junior staffSolve project-related challenges

Gain technical and soft skills quicklyGet promoted

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Mid ManagementSolve project-related challengesBecome an established expert

Get promoted

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Senior ExecutivesDeepen expertise in defined areasLead in broad + technical areas

Mentor early- and mid-career talent

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Senior ExecutivesDeepen expertise in defined areasLead in broad + technical areas

Mentor early- and mid-career talent

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Closing with content

92% of buyers engage if the professional is known as a thought leader.

- LinkedIn

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Tailoring Content for Different Stages

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ABM, Sales Enablement, Customers

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Account Based Marketing

Sales Enablement

Customer Marketing

Tailoring Content for Different Stages

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Forget Coffee. Content is for Closers.

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76% of Content Marketers Forget

About Sales Enablement (!)

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62% of Sales Reps Say They

Can’t Find Content to Send

Prospects

Your Content

Top of the Funnel

Middle of the Funnel

Bottom of the Funnel

By Topic By Type

What Most People Do

Your Content

Top of the Funnel

Middle of the Funnel

Bottom of the Funnel

By Type By Topic By Vertical By Segment By Persona By Account

Tailoring the Experience

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But how do we create a

relevant and tailored content

experience?

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Content

Context

Experience

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@hanaabaza @r_lefkowitz

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Content for the Customer

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Your customers don’t want to engage. They want to do their jobs.

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It costs 5x more to attract a new customer than to

keep an existing one. Gartner

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Condense product, marketing, etc into a single medium

2

3

2

1

3

Give them a chance to opt down, rather than opt-out

Provide real value

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Action items?

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Start content hubs for the entire buyer’s journey

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65% of content goes unused.“

— Kapost

FACT

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180% more subscribers if you have 21-50 pieces

144 455 905

4186

128605

1195

2884

334

692

1939

2548

1 to 5 6 to 20 21 to 50 51+

201320142015

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55.60%

61.50%

65.50%

60 days 80 days 100 days

Content hubs =repeat engagement

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Nurturing prospects

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Sales enablement

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Client success

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RESOURCES

Mapping B2B Content to Each Stage of the Funnelhttp://go.brighttalk.com/mapping-B2B-content-to-each-stage-of-the-funnel.html

How to Populate a Content Hubhttp://go.brighttalk.com/Guide-TurnYourBrightTALKChannelintoaLeadGenMachine.html

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QUESTION TIME!

Dallas  JessupContent  Marketing  Manager,  BrightTALK

@Dallas_Jessup

hub.uberflip.com

Hana  AbazaVP  Marketing,  Uberflip

@hanaabaza

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