PR, Content Marketing and the Sales Funnel

Napier Partnership Limited

www.napier.co.uk

@NapierPR

What is the Sales Funnel

A typical sales funnel:

– generation of leads – conversion into an

opportunity – evaluation of the product

or service– retention of the resulting

customers.

Some assume leads are the responsibility of marketing, conversion is a sales role and retention the job of customer service.

This is wrong!

Marketing can help throughout the sales process by delivering the type of content that meets the needs of individuals at each stage.

Marketing Department

Lead

Conversion

• Stimulating interest is the classic function of PR and marketing

• Contact details should be captured when someone shows interest

• Offer content in return for registration on a website.

• Provide different materials to meet needs at each of the stages of the process from lead to customer.

Stimulate interest -Capture contact details

Generating leads

Use scenario-setting content: materials that discuss the customer’s situation and challenges.

• Application notes

• white papers

• Industry vision articles

Once customer is aware of solution use case studies

• Validation of the product or service

• Relevant case studies

• Demonstrate that tangible benefits can be achieved.

Provide Case Studies

Evaluation

Once customers decide to buy a product or service, they move to evaluation.

In a B2B technology environment this involves detailed research and assessment.

Analyst reports and technical information support benchmarking.

RetentionSeveral different approaches to retention

Best approach depends on the product or service

For fast moving technology – communicate information about upgrades and improvements.

Word of Mouth MarketingWord of mouth marketing – customers recommending products and services to friends, colleagues and acquaintances – has always been important. Social media amplifies WoM.

Content MarketingDifferent types of content are most effective when used at different stages of the sales funnel

Content will increase

• lead generation• conversion rates• customer retention

without a large increase in marketing or sales costs.

About the Author

Mike has directed major PR and marketing programmes for a wide range of technology clients throughout UK and Europe, ranging from technology start-ups to global market leading companies.

Mike Maynard Managing Director of Napier Partnership Limited

www.napier.co.uk

@NapierPR