Content Strategies Proven to Convert Leads

Today’s PresenterPaul Rafferty, CEO Sales Engine International

Paul Rafferty is the Founding Partner and Chief Executive Officer of Sales Engine International. Paul is a richly experienced senior sales executive whose unique insights and steady hands are greatly valued by all Sales Engine clients. Prior to founding Sales Engine, Paul spent 20 years with a Fortune 500 company, rising from Field Sales Rep to Regional VP of Sales and finally National VP of Sales Operations, with a responsibility for a sales force exceeding 600.

About Sales Engine International

Agenda

• Why the increased Demand for Content?• Content creation challenges• Messaging best practices• Identifying and reaching buyer personas• Inbound content strategies• Execution

Why We Need More Content?The World of Selling Has Changed

- 85% of Cold Calls Go to Voice Mail

- 80% of B2B Buyers “Find” the Sellers

Why we Need More ContentIntegrated Marketing (Outbound/Inbound)

Top Challenges in Content Creation

• Very Time consuming (research, write, edit)

• Important, not Urgent • Hard to get time of Executives / Thought

Leaders• Constant Creativity and Innovation

required

Where Does Good Content Start?

MarketPain Points

YourCompetito

rs

Your Strengths

Why You

Messaging that Makes a Connection

Identify Personas as Part of Messaging Strategy

CEO CFO VP HR

Keywords:Understand how Your Buyers Find You

Keywords

SEO Ranking

Making a Connection Leads to Conversion

3 Minutes of Video, 3X the Content

Exploding Your Content

Video > Podcast > Transcript > Article > PDF

Additional content opportunities:• Flash

presentations• PowerPoint

presentations• Press Releases• Microsites• Webinars

HTMLArticle

Q &A Videos(Pain,

Impact,Solution)

MessagingWorkshops

Buyer Persona

Keywords

A Unique Approach – Content Channel

Offer the Right Content Format and Boost Conversion Rates

CEO CFO VP HR

E-Newsletters: Thought Leadership for a Wide Audience

Targeted Campaigns: Reach Prospects By Industry or Persona-Specific Pain Points

Trigger Event Campaigns:Capitalize on Timing

1:1 Campaigns:Reach Top Prospects

Complete Sales Overview Video

The Role of Marketing Automation

Marketing Automation Platform

Content

Buying Person

a

Online Activity

Buyer Phase

Right Message

Right Person

Right Time Right Follow-up

• Strategy and

planning

• Delivery and

distribution

• Measurement and

analysis

Determine Which Pieces of Content Have the Greatest Impact on the Buying Decision

WHO shaped their thinking?

Summary

1. Develop integrated strategy (Outbound, Inbound, Social, SEO)– Conduct messaging workshops– Identify key buyer personas and pain points– Identify keywords

2. Layout Editorial Calendar (ideally 1 year)– Map out Campaigns (Thought Leadership, Targeted, etc.) – Map personas to types of content and campaigns

3. Film, Transcribe and Repurpose

Map Offer

In the survey at the conclusion of today’s presentation you will have an opportunity to request a copy of the Sales Acceleration Map.

Thank youQ&A’s

Today’s PresenterPaul Rafferty, CEO Sales Engine International

Paul Rafferty is the Founding Partner and Chief Executive Officer of Sales Engine International. Paul is a richly experienced senior sales executive whose unique insights and steady hands are greatly valued by all Sales Engine clients. Prior to founding Sales Engine, Paul spent 20 years with a Fortune 500 company, rising from Field Sales Rep to Regional VP of Sales and finally National VP of Sales Operations, with a responsibility for a sales force exceeding 600.