leveraging content marketing to boost business development
TRANSCRIPT
![Page 1: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/1.jpg)
Leveraging Content Marketing Boosting Business Development
A new blended system for making it all happen
October 30, 2014
![Page 2: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/2.jpg)
THE JOURNEY
Your companyYour team
You
![Page 3: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/3.jpg)
We Live in a Mobile & Social Media World
![Page 4: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/4.jpg)
Decision-Making is Changing and Problems are More Complex
![Page 5: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/5.jpg)
Traditional Marketing Channels are Losing Effectiveness
Interrupting vs. Attracting
PUSH PULL
![Page 6: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/6.jpg)
Traditional Sales Skills are Losing Effectiveness
From Closing…to Connecting
OLD SKILL SET
Assessing needs
Being a Road Warrior
Working longer, harder
Seducing
Persistence
Can “work” that phone
Closing
NEW SKILL SET
Listening for problems to be solved
Selecting “smart clients”
Assembling knowledge & intelligence
Engaging
Prioritizing
Leverages the ecosystem/collaborates
Connecting
![Page 7: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/7.jpg)
Sales Teams Must Evolve their Account Development Tactics
![Page 8: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/8.jpg)
Traditional Sales & Marketing Model is Evolving
This is driven by changes in prospect behaviors
OLD NEW
![Page 9: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/9.jpg)
You Must Authentically
Connect
…Before…During…After
a Meeting
![Page 10: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/10.jpg)
What Happens when you Ignore Online Marketing?
![Page 11: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/11.jpg)
We existWe’re teaching you what we knowWe’re influencing your perception
We’re showing you how we can make an impact
PROSPECTS CHOOSE TO ENGAGE
THE PATH
![Page 12: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/12.jpg)
AN EXAMPLE
![Page 13: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/13.jpg)
We existWe’re teaching you what we knowWe’re influencing your perception
We’re showing you how we can make an impact
PROSPECTS CHOOSE TO ENGAGE
THE PATH
![Page 14: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/14.jpg)
![Page 15: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/15.jpg)
![Page 16: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/16.jpg)
![Page 17: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/17.jpg)
![Page 18: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/18.jpg)
![Page 19: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/19.jpg)
It’s About Inserting Content Marketing throughout this Process
![Page 20: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/20.jpg)
YOU MUST EVOLVE
But How?
![Page 21: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/21.jpg)
Evolving to a new blended/collaborative model
Marketing• Thinking like a
publisher• ASK DIFFERENT
QUESTIONS• Creating & sharing
impactful information• Telling the company
story• Working to increase
exposure in search engines
• Feeding the sales team
Sales• Identifying “smart”
clients• Developing multiple
paths to connection• Connecting and
engaging
• Feeding the marketing team
How are Sales & Marketing Working Together?
![Page 22: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/22.jpg)
Project Managing the ProcessCOMMIT
• Start with messaging
• Create a simple list of themes you want to talk about
regularly
• Talk about frequency of posts
• Establish a regular meeting time
• Try extracting information multiple ways, be diligent,
don’t easily give up
![Page 23: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/23.jpg)
This is About TEAMWORKEvolving to a new blended/collaborative model
• Does the executive team “buy in?”
• Who are your sources?
• Who uncovers client intelligence?
• Who is the point person?
• Who can do the writing?
• Who can manage social media?
![Page 24: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/24.jpg)
AMTS ExampleThink holistically
• Constructing an Intelligent Tomorrow
• Want to be known for:
Specialty construction solutions
Community work/involvement
Company growth
Industry expertise
Racing sponsorship
Christian values
![Page 25: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/25.jpg)
Establish a Consistent Content MixThink holistically
• Every single week:
AMTS News story
Community News story
Job postings
Chaplain blog post
Industry News story
• Posted to the website, company social media pages, key
leadership LinkedIn accounts
![Page 26: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/26.jpg)
ExecutionTEAMWORK
• Ongoing “open items” list tied to the desired content mix
• Weekly meeting with Senior Vice President
• He assigns a point person for each story for us to follow-up
with
• We handle follow-up and writing of the first draft
• SVP shepherds the approval process
• An internal marketing admin posts and monitors all social
media channels
![Page 27: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/27.jpg)
ImpactWhat it’s all about…
• Changed people’s perceptions about their capabilities
• They draw a higher level of quality traffic to their website
• They receive more than 250 job applications through their
website annually
• Most importantly, across their leadership team, EVERYBODY
thinks about how they can leverage marketing differently…
![Page 28: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/28.jpg)
Consistent
Committed
Confident
![Page 29: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/29.jpg)
You’re Building a Flywheel
![Page 30: Leveraging Content Marketing to Boost Business Development](https://reader034.vdocument.in/reader034/viewer/2022042821/55d577e3bb61eba92f8b456a/html5/thumbnails/30.jpg)