speed up the buyers journey with an epic content plan
TRANSCRIPT
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Speed up the Buyers Journey with an Epic Content Plan
Sarah ShelnutDemand Generation Manager, NanoLumens
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About Me
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About Me
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Speed up the Buyers Journey
…with an EPIC content plan
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Prioritize, Organize, Analyze
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• Who is your Audience?• How do they consume
content?• What is the message that
you want to communicate?
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What is a Persona?
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NanoLumens Personas
Reseller End User Influencer
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NanoLumens PersonasRe-Seller
• Elevate Conversations
• Higher Level of Offering
• Make More Money/Win More Deals
End User
• Brand/Buzz
• Experience
• Customer Engagement
• ROI
Influencer
• Inspiration Brought to Life
• Design Specific
• “YOUR” Vision
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The Message Varies By Viewer
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Prioritize: What is the Message?Re-Seller
• Elevate Conversations
• Higher Level of Offering
• Make More Money/Win More Deals
End User
• Brand/Buzz
• Experience
• Customer Engagement
• ROI
Influencer
• Inspiration Brought to Life
• Design Specific
• “YOUR” Vision
The Message:
We Can Help You Win Deals $$
The Message:
We Can Help You Engage Customers
The Message:
We Can Help You with Design Integrity
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How do “They”
Consume Content?
Blog
Webinar
Social Media
VideoPodcast
Mobile App
Info-Graphic
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Prioritize: Sirius Demand Gen Waterfall
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Stage 1 – Potential Opportunity
Stage 2 –Sales
Qualified/Discovery
Stage 3 – Strategy Development
Stage 4 – Strategy Execution
Stage 5 - CrucibleStage 6 –
Negotiations/Legal
Organize: How Are Leads Moving?
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What ?’s Are Asked Along the Journey
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Stage 1 –Do I Need This?
Stage 2 –What are the
options?
Stage 3 –Do I want LED?
Stage 4 –What’s this going
to cost?
Stage 5 –What are the
risks?
Stage 6 –What do I need to redline in T’s&C’s?
Organize: What are the Questions?
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Organize: Time for a Content Audit
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NanoLumens Content Audit
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Organize: Repurpose
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Organize: Don’t Be Afraid to Ask for Help
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Organize: Visual Map of Buyers Journey
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Organize: Visual Map of Buyers JourneyAwareness of Need/Want
Exploring and Grasping Options
Committing resources to explore LED
Evaluates alternative solutions
All options in play here
Email 1:WebinarsEmail 2:BrochureEmail 3:
Nixel SpecsEmail 4:
Tech Video
Email 1:InfoGraphic
Email 2:IX Ctr CSEmail 3:
Install Map
Email 1:Boise CSEmail 2:
Hero Page
Email 1:Come See Us
Email 1:WarrantyEmail 2:
TestimonialEmail 3:
Customer Advocate
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
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Deploy!
Email Marketing 101:
• No Batch and Blasts!• Use Heavily Filtered Lists• One CTA / Email• Use Demographic and
Behavioral Lead Scoring to Segment
• Speak Their Language
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Analyze: Tweak Running Campaigns
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Analyze: Metrics That Matter for Marketers
• Web Traffic / Sources
• Email Open / CTR’s• # of Blog /
Newsletter Subscribers
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Analyze: Metrics That Matter for Sales
• # of Opportunities Created
• # of Opportunities Closed/Won
• Time in Sales Cycle
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What did NanoLumens Learn?Awareness of Need/Want & Brand
Exploring & Grasping
NanoLumens
Creating Advocacy & Repeat $$$
• Focus on Buzz & Brand
• HTML Format for Email
• Tokens / Personal
• Focus on Product
• Alleviate Risk
• Have an In-House Advocacy Manager for your buyers
TOFU Oppty Spec Customer
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How Fast Did NL Go?
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The End.