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A 12 slide practical guide on how to tap the value of what you know to attract, nurture and close your prospects. How to give away some of your most valuable information to connect you with your most valuable prospects: customers who need what you sell. A quick guide on improving your sales and marketing pipeline.
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“Across industries, the marketing and selling context has changed.
Buyers are behaving differently, they are connected to more information, earlier in the sales process.
Therefore the work required to make a sale is becoming more complex.”
>>>Harvard Business Review 2006
2
While We’re Living In A World of Connections…
…It Is Still The Handshakes That Count3
“As a new age of customers gets better at accessing company information
and understanding the competitive landscape, businesses are forced to work smarter not harder.”
>>>Aberdeen Group Sept 2008
4
Schlumberger: A 15 Year Evolution From Credentials To Content To Connections
1996: Credentials & Product
2001: Dynamic Content
5
Leveraging Schlumberger’s Assets: Credentials, Content , and Connections
2010: High Value Marketing Assets
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1. MapWhat your
customers want to know
2. FocusWhat you know into marketing
assets
3. ConnectShare what you know
to attract, nurture and profile more
prospects
How To Make It Work
7
1. Understand What Your Customers Want To Know
Understand The Range Of
Information They Are Looking For
Get Customer Intelligence By Tracking Digital Footprints & Customer Touch-points
8
Hig
h V
alu
e
Research
How to
Thought leadership
Need & Gap assessment
101 education & glossaries
Qu
ick
Hit
Top 10 lists
Q&A
PR & News
Backstage pass
Personality driven
Tab
le S
take
s Product tours and overviews
Success stories and case studies
ROI & Biz case
Company credentials & info
2. Focus What You Know Into Marketing Assets & Sales Support
Intelligent Data Capture
Triggered & Timed Nurturing
Smart Collateral
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3. Connect To Attract, Nurture, and Profile More Prospects In Your Pipeline
Use Digital Tools To Load Your Prospect Database With More
Profile Information and Integrate Marketing & Sales Programs 10
Quick Demo Video
11
Next Steps: 3 Ways To Get More Customers
Knowledge Marketing Programs1. Pilot: 3 month pilot
Increase lead capture and pipeline visibility Build awareness by leveraging existing knowledge assets Test 3-4 demand generation tactics
2. Full: 6- 12 month program
Optimize lead capture and pipeline visibility Build awareness with targeted knowledge assets Optimize inbound/outbound demand generation Optimize prospect nurturing
3. Custom: 12+ month program
Optimize lead capture and pipeline visibility Optimize awareness growth with accelerated development of knowledge
assets Optimize inbound/outbound demand generation with customized tools Optimize prospect nurturing Full sales process integration
12
Thank You
Go to www.brainrider.com for a free copy of our e-book“How to use KNOWLEDGE MARKETING
To CREATE B2B CUSTOMERS”
I
Want
To Create
New
Customers
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