B2B Marketing Lifecycle

Kevin AlanskySenior Director Marketing

Blackboard Inc.

Ac! 17

Kevin Alansky Sr. Director Marketing

Blackboard Inc.

Act 17: B2B Marketing Lifecycle

The Quest for a Better Mousetrap

The Role of the B2B Buyer Has Changed

The Buyer’s Journey

Tip 1: Map Out Your Buyer’s Journey

Tip 2: Marketing & Sales Alignment

Better Together

Tip 3: Determine the Seller’s Journey

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Find the Gaps in Your Marketing Strategy

Tip 4: Deliver Tactics That Align to the Buyer’s Journey

Easier Said Than Done

Explore Solutions Committed to a Solution Justify Decision Make Selection Committed to Change

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Tip 6: Content is King

“The problem is getting the right content to the right people, even while knowing that key decision-makers are not an easy audience to reach. Producing smart, highly targeted and truly innovative content can be really challenging”

Right Content

B2B Content Marketing: 2010 Benchmarks, Budgets and Trends MarketingProfs/Junta42

Right People

Right Time

Thought leadership supports

Building Reputation and Interest

Educational Content supports

Lead Generation and Nurturing

Client Stories supports

Sales Like No Other

Social Media supports

Keeping the conversation going

Infinite Pipes to Promote

Tip 7: Think Like a Publisher

Marketing Automation = Holy Grail?

Engage, Nurture, Track

Thank you!

Contact Me Kevin@Alansky.com Blog: www.alansky.com/blog Twitter: @alansky