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Content Marketing in the Lead-to-Revenue Cycle

Harte Hanks Data & Content Solutions
Harte Hanks Data & Content Solutions

The document discusses how content marketing can be used to generate the average of 10 touches needed to move a prospect through the sales process. It recommends focusing on increasing relevant content on the website, putting oneself in the buyer's shoes, and interviewing sales and customers to understand the buyer's journey and questions at each stage in order to align content marketing efforts. The goal is to deliver the right content at the right time for the right persona to effectively guide prospects through their purchase decision process.

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GETTING TO 10 WITH CONTENT MARKETING February, 2014
2 1 RAW LEAD 10 TOUCHES X
3 1 SALES OPPORTUNITY =
4 IT TAKES AN AVERAGE OF 10 MARKETING- GENERATED TOUCHES TO PROGRESS A PROSPECT FROM A RAW, UNQUALIFIED LEAD, TO CLOSED ONE. According to Aberdeens 2012 report Marketing Lead Management: From the Top of the Funnel to the Top Line:
5 Q: BUT HOW DO I GET TO 10 TOUCHES?
6 THROUGH CONTENT MARKETING Q: BUT HOW DO I GET TO 10 TOUCHES?
7 WHY IS THAT?
8 FOCUS ON IMPROVING THE TARGETING OF THEIR CONTENT MARKETING EFFORTS COMPANIES WITH SUCCESSFUL MARKETING STRATEGIES:
9 LOOK TO INCREASE THE QUANTITY OF RELEVANT CONTENT BEING PUBLISHED ON THEIR WEBSITE AS TOP INITIATIVES COMPANIES WITH SUCCESSFUL MARKETING STRATEGIES:
10 TELL US THEIR BUYERS ARE HUNGRY FOR HIGH-END FARE. COMPANIES WITH SUCCESSFUL MARKETING STRATEGIES:
BUT, IVE HEARD OF CONTENT MARKETING BEFORE WHAT ELSE DO I NEED TO KNOW?
MARKETING CONTENT MUST DO MORE THAN JUST BE HELPFUL IT MUST BUILD AND SUSTAIN THE BUYERS VISION OF SUCCESS THAT ALIGNS BOTH WITH THEIR REALITY AND THE VALUE PROPOSITION OF YOUR OFFERING.
13 TOP PERFORMERS ARE 93% MORE LIKELY THAN FOLLOWERS TO ALIGN CONTENT TO THE STAGE OF THE BUYERS DECISION JOURNEY
FIRMS SHOULD FOCUS ON GETTING THEIR CONTENT MARKETING RIGHT: RIGHT CONTENT AT THE RIGHT TIMEFOR THE RIGHT PERSONA.
HOW CAN I GET STARTED?
HOW CAN I GET STARTED? PUT YOURSELF IN YOUR BUYERS SHOES .
HOW CAN I GET STARTED? PUT YOURSELF IN YOUR BUYERS SHOES INTERVIEW SALES
HOW CAN I GET STARTED? PUT YOURSELF IN YOUR BUYERS SHOES INTERVIEW SALES INTERVIEW CUSTOMERS (AND NEAR- CUSTOMERS) ABOUT THE QUESTIONS THEY MUST ANSWER IN ORDER TO EFFECTIVELY DE-RISK A PURCHASE.
THANK YOU FOR READING GETTING TO 10 WITH CONTENT MARKETING http://tinyurl.com/marketingIntent February, 2014

More Related Content

Content Marketing in the Lead-to-Revenue Cycle

  • 1. GETTING TO 10 WITH CONTENT MARKETING February, 2014
  • 2. 2 1 RAW LEAD 10 TOUCHES X
  • 4. 4 IT TAKES AN AVERAGE OF 10 MARKETING- GENERATED TOUCHES TO PROGRESS A PROSPECT FROM A RAW, UNQUALIFIED LEAD, TO CLOSED ONE. According to Aberdeens 2012 report Marketing Lead Management: From the Top of the Funnel to the Top Line:
  • 5. 5 Q: BUT HOW DO I GET TO 10 TOUCHES?
  • 6. 6 THROUGH CONTENT MARKETING Q: BUT HOW DO I GET TO 10 TOUCHES?
  • 8. 8 FOCUS ON IMPROVING THE TARGETING OF THEIR CONTENT MARKETING EFFORTS COMPANIES WITH SUCCESSFUL MARKETING STRATEGIES:
  • 9. 9 LOOK TO INCREASE THE QUANTITY OF RELEVANT CONTENT BEING PUBLISHED ON THEIR WEBSITE AS TOP INITIATIVES COMPANIES WITH SUCCESSFUL MARKETING STRATEGIES:
  • 10. 10 TELL US THEIR BUYERS ARE HUNGRY FOR HIGH-END FARE. COMPANIES WITH SUCCESSFUL MARKETING STRATEGIES:
  • 11. BUT, IVE HEARD OF CONTENT MARKETING BEFORE WHAT ELSE DO I NEED TO KNOW?
  • 12. MARKETING CONTENT MUST DO MORE THAN JUST BE HELPFUL IT MUST BUILD AND SUSTAIN THE BUYERS VISION OF SUCCESS THAT ALIGNS BOTH WITH THEIR REALITY AND THE VALUE PROPOSITION OF YOUR OFFERING.
  • 13. 13 TOP PERFORMERS ARE 93% MORE LIKELY THAN FOLLOWERS TO ALIGN CONTENT TO THE STAGE OF THE BUYERS DECISION JOURNEY
  • 14. FIRMS SHOULD FOCUS ON GETTING THEIR CONTENT MARKETING RIGHT: RIGHT CONTENT AT THE RIGHT TIMEFOR THE RIGHT PERSONA.
  • 15. HOW CAN I GET STARTED?
  • 16. HOW CAN I GET STARTED? PUT YOURSELF IN YOUR BUYERS SHOES .
  • 17. HOW CAN I GET STARTED? PUT YOURSELF IN YOUR BUYERS SHOES INTERVIEW SALES
  • 18. HOW CAN I GET STARTED? PUT YOURSELF IN YOUR BUYERS SHOES INTERVIEW SALES INTERVIEW CUSTOMERS (AND NEAR- CUSTOMERS) ABOUT THE QUESTIONS THEY MUST ANSWER IN ORDER TO EFFECTIVELY DE-RISK A PURCHASE.
  • 19. THANK YOU FOR READING GETTING TO 10 WITH CONTENT MARKETING http://tinyurl.com/marketingIntent February, 2014