Today’s show will demonstrate how to earn brand preference by satisfying the information needs of your target prospects. 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.
Joining us today is Rick Medina, the Director of Sales Channel Marketing at Intuit. Rick leads B2B sales channel marketing efforts to drive growth and strategic disruption in Intuit’s inside sales, retail, and VAR channels. Listen as Rick demonstrates how to earn brand preference by satisfying the information needs of your target prospects.
Listen as Rick describes how Intuit creates content for B2B prospects based on the prospect’s shopping journey. The messaging within the content is built to speak to the buyer persona early in the process. The types of content provided to the prospect is determined by way the buyer acts 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? Producing and distributing content for everyone means really doing it for no one. For content marketing to generate revenue, you have to 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.
Rick wraps up the podcast with three action steps for every B2B marketer to leverage to walk alongside prospects.
- 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.
And if after listening you would like help with your content strategy, download our workbook, How to Make Your Number in 2017. Turn to pages 190 – 193 of the PDF to review the Content Strategy and Planning phase of the workbook.