how to build an audience for b2b content marketing if you must start with no followers
Post on 18-May-2015
261 Views
Preview:
DESCRIPTION
TRANSCRIPT
cohan@selasdia.com
Buyer Persona Modelling
for
Interactive B2B Marketing and Influencer
Marketing
cohan@selasdia.comSelasdia
Introducing
The Robotic Salesman
which can help you
Find Tell Sell
Introduction
B2C vs B2B marketing
cohan@selasdia.com
Image from WikipediaImage from Wikipedia
The difference between B2C and B2B marketing
is one of
targeting
cohan@selasdia.com
Image from WikipediaImage from Wikipedia
If the product is a B2C product
Customer Customer Customer
Accountant
B2C – A large segment of the world is aProspective Buyer
cohan@selasdia.com
Image from WikipediaImage from Wikipedia
If the product is a B2B product
Not a customer Not a customer Customer
Accountant
B2B – People in Specific Roles in Firms areProspective Buyers
cohan@selasdia.com
Image from WikipediaImage from Wikipedia
A description of a prospective B2B buyer is calledthe B2B Buyer Persona
Not a customer Not a customer Customer
Accountant
If the product is a B2B product
cohan@selasdia.com
Buyer Persona Modeling inInteractive Marketing Automationor Social Sales Automation Systems
B2B Buyer Modeling allows the automation system to
1. Build lists of people who fit a B2B persona (prospects)
Once the lists are built, the systems can:2. Identify email and social channels for communication3. Score and prioritize the prospects to interact with4. Obtain social context for interacting and connecting5. Identify key influencers of prospects’ buying decisions
Use Case 1: Lead Lists
B2B Lead Lists
Lists of Prospective Buyers
1. Used to be built by hand2. It could take up to a day to manually add 20 people to the list3. They can be purchased from firms that sell them
The Lists can now be built by robotic crawlers using a B2B
buyer persona model
cohan@selasdia.com
B2B Buyer Persona ModelBuyer Persona 1 – Buyer of digital marketing software
1. Job role: CMO2. Keywords: marketing, digital marketing, #smm3. Seniority: AVP or higher4. Location: Any5. Vertical: Any
An Example
cohan@selasdia.com
Another B2B Buyer Persona Model
cohan@selasdia.com
Social Media can assist List Building
• Social media sources like LinkedIn and databases like Crunchbase provide structured data on prospects.
• Sources like Twitter can be mined using unstructured data extraction tools to identify prospects who match a B2B buyer persona.
• Graph cues such as who follows whom and intentional clues such as what a prospect asks about can reveal interest and intent.
cohan@selasdia.com
Social Media for List Building
cohan@selasdia.com
Results:B2B Prospect List Culled from Twitter
cohan@selasdia.com
Web Information Extraction for List BuildingModern AI tools can search the world wide web
much like a human would.
Use Case 2: Building Brand Awareness and an
Audience for Content Marketing through
Interaction
cohan@selasdia.com
The AI can come up withInteraction Recommendations
Interactions Build Awareness
Interactions Get You An Audience
cohan@selasdia.com
Interactive Marketing is Importantfor SMEs because:
Content marketing can be ineffective if your
competitors can produce more content than you and if your social media
outlets have no audience
cohan@selasdia.com
Image from WikipediaImage from Wikipedia
Where Your Content Marketing Doesn’t Work Great
Your content Your competitor’s content
YouYour competitor
cohan@selasdia.com
Image from WikipediaImage from Wikipedia
Where Your Content Marketing Doesn’t Work Great
Your followers Your competitor’s followers
YouYour competitor
cohan@selasdia.com
You can’t bootstrap an audience for content marketing using content marketing if the probability of your content being found is way too small.
But you can bootstrap an audience using interactive marketing no matter how
weak your position is.
cohan@selasdia.com
Interactive marketing can also help you generate
awareness!
cohan@selasdia.com
Image from Wikipedia
Content Marketing ROIBudget is $1010 eyeballs
Cost Per Prospect Awareness = $10
Cost Per Awareness = $1Prospects = 1
ROI Comparison
cohan@selasdia.com
Image from Wikipedia
Interactive Marketing ROIBudget is $10 1 hour’s salary
Cost Per Prospect Awareness = $1
Cost Per Awareness = $1Prospects = 10
Interactions = 100
ROI Comparison
10 times better! On target all 10 times!
cohan@selasdia.com
B2B Interactive Marketing OutcomesAwareness
cohan@selasdia.com
B2B Interactive Marketing OutcomesAudience
Use Case 3: Lead Scoring
cohan@selasdia.com
Examples of Leads at the Moment of PurchaseFound using Intention Analysis
Use Case 4: Influencers
cohan@selasdia.com
B2B Influencer Analysis ExampleWhere do marketers get their information?
cohan@selasdia.com
B2B Influencer Analysis ExampleHow do marketers and CMOs compare?
cohan@selasdia.comwww.selasdia.com
www.selasdia.com
visit
write to
cohan@selasdia.com
To learn more
or
top related