podcast | May 13, 2017
Content Marketing that Generates Pipeline
Joining us for today’s show is Mary Clark, a Chief Marketing Officer who knows how to build brand preference to generate sales pipeline. Today’s topic is focused on B2B content marketing. Mary and I leveraged SBI’s How to Make Your Number in 2018 to guide our conversation, turn to the Content Strategy and Planning phase starting on page 270. This show is a must listen podcast for CMOs striving to convert early stage buyer interest to qualified sales opportunities.
Our guest today is Mary Clark, the Chief Marketing Officer and Chief of Staff of wireless technology enabler, Syniverse. The leading global transaction processor, Syniverse enables seamless mobile communications across disparate networks, devices and applications. Mary demonstrates how to convert early stage buyer interest to qualified sales opportunities.
So why this topic on this day? Producing and distributing content for everyone means 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 others like them) and your content marketing efforts will fail to contribute to revenue growth in any meaningful way.
B2B content marketing is complex when trying to speak to different audiences and tie the right content across multiple buyers with different needs and requirements. To make matters more complex, most B2B marketers need to communicate with different sectors within the segments served. Mary describes how she tailors the Syniverse message to make it highly relevant to the various buyers.
At the heart of B2B content marketing is understanding where somebody is in the buying process, and using content to move that buyer along that buying process. The Buyer’s Journey Map is the most important tool for content marketing. By understanding where your buyer is in their journey, you can understand which content to distribute to them, through which channel. If it’s late stage, you probably want a sales person engaging with sales enablement content. If it’s early stage, you might be using some digital marketing channels with education content. Listen as Mary describes how to tie marketing efforts directly from the marketing engagement from the demand gen point of view in the early stages all the way through to whether the sale the happened. The transition from a marketing qualified lead into a sales lead, and the ability to track someone through the buying journey based on initial marketing engagement that occurred is the key.
Mary describes how to prioritize the content resources that are going to provide a hook with unique insight that elevates the conversation with a buyer. The ultimate goal is to help the buyer recognize the unique position, a unique perspective on the challenge that they’re facing. And that the solution that we’re bringing to bare is going to be relevant to their requirements, and relieve their pain points.
Listen as Mary and I discuss staffing the marketing team for content marketing. The demand for content is going up and the different types of content and the different ways that content is distributed is changing rapidly. It’s difficult to do everything required for great content marketing with internal staff alone. It’s a combination of people that have great domain expertise like product marketers inside of your company and finding niche specialty agencies.
Determining where to place media is an evolving process. Buyer’s content consumption habits change. One day they’re reading a newspaper, the next day they’re watching broadcast television, and the next day they’re streaming, they’re paying attention to Facebook Live, and so on. B2B marketers must constantly be paying attention to that and making sure that you’re going to be where your buyers are.
If you would like to spend some time with me on the content strategy of your company, come see me and my handpicked marketing experts on the topic in Dallas. The Studio, SBI’s multimillion dollar, one-of-a-kind, state-of-the-art executive briefing center. Sessions at The Studio are experiential and are designed around the principles of interactive exercises, hands-on innovation, and peer-to-peer collaboration. The Studio is a safe haven for learning and after just a few days clients leave with confidence and clarity on what they need to do to grow revenue and how to do it.
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© 2018 Sales Benchmark Index (SBI), B.V.
A Business Strategy Consulting Company
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Amsterdam, The Netherlands