attract & engage coveted prospects with killer content
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Attract & Engage Coveted Prospects With Killer Content. Presented By: Dan Fisher Managing Director. Menemsha Group Background. www.menemshagroup.com | [email protected]. Attract & Engage Coveted Prospects With Killer Content. Introductions Inbound vs. Outbound Lead Generation - PowerPoint PPT PresentationTRANSCRIPT
Attract & Engage Coveted Prospects With
Killer Content
Presented By:Dan Fisher
Managing Director
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 | [email protected]
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 | [email protected]
Contact Menemsha Group
Dan Fisher, Managing Director
(888) 553 [email protected]
www.menemshagroup.com | [email protected]