from concept to conversation: generating lead engagement through b2b content marketing

Fast Forward the Conversation

From Concept to ConversationGenerating lead engagement through B2B content marketingChris FieldManaging Director, Fieldworks

chris@fieldworksmarketing.co.ukTwitter: @ChrisFieldFW

www.fieldworksmarketing.co.ukTwitter: @fieldworks

B2B content marketingINTRODUCTION

95% of B2B enterprise marketers

use content marketing

76% of marketers increased their content

marketing investment in 2015

Sources: Content Marketing Institute/Curata

B2B content marketingLET’S REWRITE THOSE STATEMENTS• Why am I in business?• In what ways do I make things better for my clients (and the planet)?• What do I think about my clients’ market and its challenges?• What do I think is around the corner?• Who am I friends with?• Where do I live?

Traditional marketing talks AT people

Content marketing talks WITH them

“Marketing used to be about making a myth and telling it. Now it’s about telling a truth and sharing it.”Marc Mathieu – Global SVP of Marketing, Unilever

B2B content marketingWHERE DOES A GREAT CAMPAIGN START?

Traditional marketing talks AT people

Content marketing talks WITH them

B2B content marketingTHE PRINCIPLES FOR GREAT CONTENT

4

Challenging Relevant Informative

Personality Editorial

Consistent Shareable Market-leading

B2B content marketingGET CREATIVE!

B2B content marketingWHO AM I DELIVERING MY MESSAGE TO?• 92% of B2B marketers segment their target market• 53% by product service/category• 40% by buyer persona • 35% by vertical • 32% by stage in buying cycle • 28% by pain point

Source: B2B Barometer

B2B content marketingPERSONA SEGMENTS

Persona

Finance Director

Chief Marketing

Office

Responsibilities

Challenges Engagement

• Provide advice/guidance on financial strategy

• Develop/control company operating budget

• Ensure company meets financial/legal obligations

• Implement systems to ensure company financial targets are met

• Unpredictable market/customer activity

• Efficiency of business processes

• Saving money – where can more be done for less

• Structural organisation for profitability

• Numbers not a words man – doesn’t have time to read long form content unless really interested

• Responds well to infographics

• Represent and respond to the voice of the market

• Be the brand steward/champion the customer experience

• Reach more people – and get a response

• Strengthen value of current customer relationships

• Expand customer base

• Ensure activities deliver ROI

• Use data to drive more effective campaigns

• Reach customers in new ways

• Huge appetite for best practice documents; wants to experiment with new technologies and solutions

• Receives a lot of marketing emails, so will only engage with a catchy subject line

B2B content marketingEXAMPLE: MANHATTAN ASSOCIATES

B2B content marketingWHERE DOES CONTENT MARKETING FIT INTO THE SALES CYCLE?Initial

engagement

Top of the funnel

Middle of the funnel

Bottom of the funnel

Blog posts, social media, web pages, infographics, email marketing

Guides, editorial features, email marketing, short videos

Whitepapers, webinars, case studies, longer videos

Product demonstrations, quotes, consultations

Retaining customers/growing

value

Regular content programme encompassing all of the above

B2B content marketingEXAMPLE: SAP

Successful lead generationGOLDEN RULE

Collaborate with your sales team!

Fast Forward the Conversation

THANK YOU!

ANY QUESTIONS?

Chris Field, Director

chris.field@fieldworksmarketing.co.ukTwitter: @ChrisFieldFW

www.fieldworksmarketing.co.ukTwitter: @fieldworks