Today’s show will demonstrate how to earn brand preference by satisfying the information needs of your target prospects. Our guest today is Rick Medina, the head of sales channel marketing at Intuit. To follow along, download our 10th annual workbook, How to Make Your Number in 2017. Turn to page 190 of the PDF to review the Content Strategy and Planning phase of the workbook.
Rick is uniquely qualified as an expert on this topic. Rick leads B2B sales channel marketing efforts to drive growth and strategic disruption in Intuit’s inside sales, retail, and VAR channels. Watch as Rick demonstrates how to earn brand preference by satisfying the information needs of your target prospects.
The highlight of today’s TV show is the summary of three action steps for every B2B marketer to leverage when developing content. Starting with these action steps places your marketing team on the path to walk alongside prospects. Watch the full interview for greater context and a systematic demonstration.
- The first is to have a clear strategy articulating what you want to do, why you want to do it. This helps create a shared consciousness with marketers and sales teams, and make sure that the teams work on the highest priority.
- Second is to get to know your target prospects, their attitudes, their behaviors, their triggers, etc., really striving for empathy.
- The third, produce a map content to the buyer’s journey. Last is to measure success, and always remember to walk alongside your prospect. When they thrive, we all do.
During the interview, Rick describes how Intuit creates content for B2B prospects based on the prospect’s buying journey. The messaging within the content is built to speak to the buyer persona early in the process. The types of content built for the prospect audience is performed by matching information needs to buyer actions in their journey. Rick describes how is marketing team strives to walk alongside the prospects, by providing the right information at the right moment.
Why this topic is important? Producing and distributing content for everyone means really doing it for no one. For content marketing to generate revenue, you must know exactly what your customers need, where they need it, how often they need it, and in what form they need to consume it. Miss any of these items and your content marketing efforts will fail to contribute to revenue growth in any meaningful way.
To go deeper, download the How to Make Your Number in 2017 workbook. Review the Content Strategy and Planning phase on pages 190 – 193. If you would like to spend some time with me on this subject, come see me in Dallas. You are invited to visit me at The Studio, SBI’s multimillion dollar, one-of-a-kind, state-of-the-art executive briefing center. A visit to The Studio increases the probability of making your number because the sessions are built on the proven strength and stability of SBI, the industry leader in B2B sales and marketing.