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AOM B2B Content Marketing

Sandra K. Piccillo

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B2B market

• Differences from B2C

• Challenges

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B2B Marketing Objectives

• Increase leads—and therefore sales.

• Develop followers and engagement for content and social media efforts.

• Gain recognition for your company or for a spokesperson or executive as a thought leader in the space.

• Generate feedback from top users for your products or services.

• Develop advocates who can help the company in key timeframes, such as product launches or crisis situations

Influence marketing: Developing a B2B program

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Define / Identify Customers

• Customer personas

– Decision maker

– Influencers

– Users

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Customer Experience Mapping

o Identify touch points – areas of opportunity for content development

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Sales Journey

o How do prospects learn about your company and products?

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Communication Channels

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Content Types

– Website

– Marketing collateral

– Sales enablement

– Email

– Press Releases

– Contributed articles

– Custom publications

– Webinars

– Videos

– Social Media

– Infographics

– Whitepapers

– Case Studies

– Presentation Slide Shows

– E-books

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Content Challenges

• What else can I say about our products and services that we haven’t already said?

• What’s new?

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Leveraging Content

• Break into smaller parts

– Sentences for twitter

– Paragraphs for Facebook / LinkedIn / Blog posts

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Leveraging Content

o Reformat Animate

Calculate

Quantify

Aggregate

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Customer Response

o “…- this newsletter is a terrific resource. Thanks for including me in the distribution.”RobClaim Department

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Leveraging Content

• Redesign

– Create an infographic / word cloud

– Develop custom landing page – email campaigns

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Involve customers

• Reach out to sales team– What other information do they need to close the

sale?

• Survey customers– What else do you want to know?

• Customer driven content– Topliners / customer support portals

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Customer Involvement Examples

o Kohl's taps fitness bloggersKohl's has recruited 10 fitness and wellness bloggers to review yoga mats, running tights and other health-focused products. Kohl's will give the bloggers gift cards to buy the items, and the bloggers, with a total of 149,000 Twitter users and 98,000 Facebook users, have committed to writing at least 40 reviews in three months.

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Connect and Manage

o Create Matrix Chart Align content with Personas, Customer Experience

Map and Sales Funnel

o Involve multiple functional areas – great ideas can come from anywhere

o Have fun

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Resources

o MarketingSherpa.como Eloqua Toplinerso Industry Associations – SDAMA – BMA –

SDDMAo Email Newsletterso Industry Whitepapers

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Questions?

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References

1. Influence marketing: Developing a B2B program, Stephanie Schwab

http://www.marketing.org/i4a/pages/index.cfm?pageID=6455#.VK6zj9LF_OP

2. Oracle/ Eloqua salesfunnel