How to Market and Sell to the Modern Buyer

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Our Speakers Amber Armstrong leads digital amplification for IBM Commerce, Mobile, and Social divisions. She focuses on telling the IBM story externally and connecting with external influencers, customers, employees, and entrepreneurs to surround the IBM story. She takes an intraprenuer mentality to bring innovation to IBM social presence and is passionate about electrifying entrepreneurs with technology. @ambarmstrong

Rachel Rosin is responsible for the development and execution of webinars and email campaigns designed to attract, capture and nurture prospects and leads. She is also a key player in content development for lead and pipeline cultivation, with a focus on increasing conversion rates. @rosin_rachel

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Jeff Soriano is a B2B Demand Generation Marketer with over 10 years of experience in the tech space. His focus is on executing strategic marketing programs that contribute to the growth of the sales pipeline and new bookings. @SorianoJeff

STEP 1:Creating Buyer Personas

STEP 2:PersonaMatrix

STEP 3:Buyer’s Journey

STEP 4:Content Mapping

Don’t wait on your prospects to come to you – go to them!

• Where does your audience look for trusted content?

– Media vendors– Influencers and analysts– Friends / family – your employees– Branded social channels

Provide value to prospects where they are, bring them on domain later in the funnel

How can you participate authentically?

• Share thought leadership facts – in bite size, socially shareable chunks

• Capture and share trusted others’ viewpoints – influencers and employees

• Break the brand boredom – find a new way to tell the story

See some examples

• Startup competition for millennial-led, social good entreprenuers– www.ibm.com/newwaytostartup

• Knowledgeable thought leadership– www.ibm.com/futurists

ENGAGEMENT

• Lead & Demand Generation

• Thought Leadership

• Create Suspects

• Provide product info

• Talk about strategies

• Give away content

Our Challenges Today

The Modern Buyer

ACQUISITION

• Creating targeted and relevant campaigns

• Converting unknown audiences to known

• Developing successful cross-channel strategies

• Turn Suspect to Inquiries

CONVERSIONS

• Validate buyer decisions with the WHY

• Fight for a line in the budget

• Create complete shareable content

• Understand the buyer roles

Our Speakers Amber Armstrong leads digital amplification for IBM Commerce, Mobile, and Social divisions. She focuses on telling the IBM story externally and connecting with external influencers, customers, employees, and entrepreneurs to surround the IBM story. She takes an intraprenuer mentality to bring innovation to IBM social presence and is passionate about electrifying entrepreneurs with technology. @ambarmstrong

Rachel Rosin is responsible for the development and execution of webinars and email campaigns designed to attract, capture and nurture prospects and leads. She is also a key player in content development for lead and pipeline cultivation, with a focus on increasing conversion rates. @rosin_rachel

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Jeff Soriano is a B2B Demand Generation Marketer with over 10 years of experience in the tech space. His focus is on executing strategic marketing programs that contribute to the growth of the sales pipeline and new bookings. @SorianoJeff

Join the Conversation…

Follow along and share your thoughts on

Twitter at #SMTLive

Submit your questions in the

GoToWebinarcontrol panel

Thank You to Our Sponsor

@ActOnSoftware

Upcoming Webinar

July 21st

Social Data Made Simple: Getting Started with a Strategy