Conversations from a B2B Content Marketing Twitter Chat

AlbeeArdath12-150x150If you are a B2B marketer, you’re fully aware that there are nuances with creating a content marketing strategy for your prospects and customers (and, yes, there is a difference.; see Q6 below for a conversation on content for retention).  A big thanks to Ardath Albee (@ardath421) who joined Joe Pulizzi (@joepulizzi) for our most recent #CMWorld chat.

You can participate in our #CMWorld Twitter chats on Tuesdays at 12:00 ET. Even better, see Ardath speak about “Customer Retention: The Imperative for Creating Market Advantage” at Content Marketing World from September 9 – 12.

#CMWorld Twitter Chat on B2B Content Marketing with Ardath Albee from Content Marketing Institute

Q1: What do you think the biggest difference is between #B2B and #B2C content marketing? #CMWorld

 

A1: Biggest difference is complexity of the buying process >time, people, knowledge, consensus  #cmworld

ardath421

 

A1: I think also – more people involved in the buying process…sometimes up to 7 or more #b2bcontentmarketing #cmworld

JoePulizzi

 

A1: Complex B2B sales with long buying cycles are different than B2C because there are multiple audiences and the need to nurture #cmworld

michelelinn

 

@michelelinn agree and lead nurturing is huge so you have to lead your prospect down the right path  #cmworld

SusynEliseDuris

 

A1: Yes! @Michelelinn  – nurturing is definitely a difference #cmworld

ardath421

 

Does that mean we need more content in b2b for those complexities? Appropriate content of course. #CMWorld

av8r2000

 

@av8r2000 Yes, the complexity usually calls for more content to address specific needs of distinct audiences #cmworld

ardath421

 

A1: Often seems like B2C tends to focus more on conveying values while B2B focuses on delivering value #CMWorld

SamBrennand

 

A1: the Communities are totally differ, the way they access & consume content.  #CMWorld

Lttlewys

 

@lttlewys What are some of the differences that you see in how they access and consume content? #cmworld

michelelinn

 

@michelelinn B2C consumers are looking more at FB, SMS messages, lots of mobile use, B2B are using Li, white papers, offline convos #CMWorld

lttlewys

 

@lttlewys I think you’re right, although I think offline convos are used for both #cmworld

michelelinn

 

A1: We’ve worked with some B2B companies where the buying process takes, sometimes, years. #cmworld

JoePulizzi

 

@JoePulizzi #cmworld How do you show online value when the sales cycle is so long?   Most clients don’t want to wait that long for results.

StephLynette

 

@StephLynette Get them as subscribers to your content…then nurture them through the buying cycle with epic content #cmworld

JoePulizzi

 

@JoePulizzi Had the same thing happen too. But worth it. The right content and the nurturing helped. Both need to be in place. #CMWorld

SusynEliseDuris

 

Agreed @JoePulizzi. Time to buy is long. And for big enterprises you need a multi-pronged attack to cover many decisionmakers. #cmworld

consected

 

A1: Often, with B2B, it feels harder to reach the decision maker. In B2C, it’s usually the decision maker doing the shopping. #cmworld

StephLynette

 

A1: B2B needs to build advocacy and belief. #cmworld

kenericson

 

A1: I just had a client finally close a deal they’d been working for nearly 2 years with nurturing programs #cmworld

ardath421

 

@ardath421 Do you think there was a way to shorten the cycle in that instance? #cmworld

Insightera

 

A1: Businesses come in more shapes & sizes than consumers, making #B2B contentmarketing > one size fits all ‘broadcasts’ #CMWorld

consected

 

A1: B2B uses white papers, technical reports, etc. to establish authority, whereas B2C needs to be more engaging and interactive #cmworld

WhatRunsWhere

 

A1: B2B is more complex & usually longer sales cycle, but never forget you’re still selling to PEOPLE!  #cmworld

webber_karen

 

@webber_karen Agreed! B2B business still need to tell a story and be engaging. You have to connect in order to close.  #cmworld

StephLynette

 

A1: There is often higher risk with B2B buying decisions not just financial but career and reputation as well #cmworld

tracibrowne

 

Here’s a question. How does B2B content marketing differ from B2C for #startups? Longer cycles are challenging for new businesses #CMWorld

SamBrennand

 

@SamBrennand dbl duty, you’re making them aware of you, getting their trust AND nurture them.  Personaliz content is key. #cmworld

SusynEliseDuris

 

@SusynEliseDuris I think B2B marketers need to get to understand what “personalization” really means #cmworld

ardath421

 

@SusynEliseDuris @SamBrennand Always tricky in a longer sales cycle! There are so many  stages of the sales journey! #cmworld

Insightera

 

@junebug @SamBrennand Startups and entrepreneurs are more like B2C than B2B. But still focused on results.  #CMWorld

HiPhaedra

 

@sambrennand I think for startups you need to identify more quick wins, short conversions #cmworld #b2b

junebug

 

@SamBrennand getting them to trust you will still be around in 6 months can be accomplished with rt messaging.  #CMWorld

SusynEliseDuris

 

@SusynEliseDuris @SamBrennand But you have to do this FAST! #CMWorld

tamarweiss

 

@Insightera @SamBrennand true, needs to be right content and right time. Too early, not good.  Too late, def not good.  #CMWorld

SusynEliseDuris

 

Yes – @webber_Karen – exactly > B2B needs to be as interactive and engaging as B2C – why wouldn’t it? still people!  #cmworld

ardath421

 

@CMIContent A1 #B2B buying cycles often longer than #B2C Former:  Repurpose& repackage #content, nurture.  Latter: more transactional #cmworld

kgriwert

 

A1: B2B takes thought leadership, which can’t  be completely outsourced. B2C companies can more easily outsource content marketing #CMWorld

Crestodina

 

@crestodina And yet it seems #B2Bs and #B2Cs  equally likely to outsource #content –> 44% versus 46% #cmworld cc @CMIContent

kgriwert

 

A1: There is a new trend for B2B to reflect B2C, as in persona-buying strategies. #cmworld

Tamarweiss

 

A1: B2B uses white papers, technical reports, etc. to establish authority, whereas B2C needs to be more engaging and interactive

iAntiquesUSA

 

If you’re talking high involvement B2C vs B2B sales — very little IMO — still using content to help buyer making best decision #CMWorld

TomMartin

Q2: What are your first steps in creating a #B2B #contentmarketing strategy? #CMWorld

 

A2: Creating buyer personas always comes first for #contentmarketing strategy #cmworld

ardath421

 

Understanding customer personas #CMWorld

av8r2000

 

A2: Without knowing objectives, orientation and obstacles of audience, how do you create a strategy? #cmworld

ardath421

 

@ardath421 What is your fav way to find out that information? Market surveys? Existing customers? Stakeholder interviews? #cmworld

StephLynette

 

A2 Map the buying journey – what info do people need depending on where they are in cycle – discovery, comparison & implementation #cmworld

tracibrowne

 

A2: With the buyer persona, you will quickly understand the informational needs of the buyer…and their pain points.  #cmworld

JoePulizzi

 

A2: create objectives & goals, then create your strategy, identify platforms,  groups. Use CRM to gather data   #CMWorld

Lttlewys

 

@lttlewys Use LinkedIn for persona research too! It’s an amazing resource 🙂 #cmworld

ardath421

 

Q2 Understanding not just who but why – why would personas care what you have to say? Why will they engage with your brand? #CMWorld

webber_karen

 

@webber_karen Who >> why >> and HOW they want that info presented. Not everyone likes charts, etc. Big Miss IMO #CMWorld

TomMartin

 

It’s hard to believe the most organizations set  up content strategies without first knowing who the exact  buyer is. #cmworld

JoePulizzi

 

@JoePulizzi Agree – It’s like throwing spaghetti on the wall. See what sticks.  Terrible strategy. And tremendous time waster. #CMWorld

SusynEliseDuris

 

A2: You have to know who you’re trying to influence/motivate before creating a #B2B #content strategy #cmworld

ardath421

 

A2: buyer persona – be sure to understand their motivation as well. Example do they want to play things safe? shake things up? #cmworld

Tracibrowne

 

@cmicontent Understanding the specific audiences and the leads you can generate per different types of content #goals #objectives #CMworld

Symmetri

Q3: Should #B2B marketers tie content marketing to revenue? If so, how? #CMWorld

 

A3: Yes. Every-touch attribution should be applied to quantify contribution to downstream revenues #cmworld

ardath421

 

A3: Need to tie #contentmarketing to sales, lowering expenses or customer retention. What else is there? #cmworld

JoePulizzi

 

@JoePulizzi agree, it’s not always for the purpose of a sale but should always be attached to a $ value #cmworld

tracibrowne

 

@joepulizzi Q3: length of sales cycle maybe? good content shortens cycle #CMWorld

TomMartin

 

cycle shortened? For B2B – still 6-18 mos.  But dep on what you have to do to get decis – clear, concise and speaking to them helps #cmworld

SusynEliseDuris

 

@TomMartin Absolutely…look at your subscribers. Do they buy in shorter time than a non-subscriber? #cmworld

JoePulizzi

 

@joepulizzi and go further. post sale find out how long they rsched u product invisibly b4 raising hand to indicate  interest #CMWorld

TomMartin

 

@joepulizzi Helps to define  the invisible sales effect of great  content — the part 99% of companies probably  don’t C or metric #CMWorld

TomMartin

 

@joepulizzi and f/up with sales — do they find a content marketing generated lead closes easier — making their job easier #CMWorld

TomMartin

 

A3: Even if marketing doesn’t generate the lead, that doesn’t mean content didn’t influence  the decision #cmworld

ardath421

 

@ardath421 Ok how do you track and quantify that?  #CMWorld

HiPhaedra

 

@HiPhaedra marketing automation plays a big role – with incorporation of social, it’s getting easier #cmworld

ardath421

 

@CMIContent Every good marketing strategy should have a tie-in to revenue. Have to think about progressing leads thru funnel/cycle. #cmworld

njh287

 

A3: Also need to track what content sales uses to influence purchase decisions #salesenablement #cmworld

ardath421

 

Ask yourself – how does a subscriber to my content differ from a non-subscriber? Use the data you have.   It will be telling. #cmworld

JoePulizzi

 

A3: Traffic x Conversion Rates = Leads. 2nd best metrics:  follows, subs and “trackbacks” (links) which all lead to world domination #CMworld

crestodina

 

@JoePulizzi Kinda similar to segmenting new vs. return visitors to website. Totally different paths (and goals).  #cmworld

njh287

 

A3: tie most contentmarketing to revenue. See if there is a slice of pie for brand awareness & research. Don’t miss some randomness #CMWorld

Consected

 

Tracking by stage in buying process can also go to increasing pipeline momentum #cmworld

ardath421

 

@av8r2000 @ardath421 We’ve seen that first-hand by creating personas from digital behavior in the top-funnel. #cmworld

Insightera

 

Q4: How often should #B2B companies audit/refresh their content? #CMWorld

 

A4: If create “evergreen” content, several times per year #cmworld

ardath421

 

A4:  B2B companies like @SAP  and @OpenviewVenture create daily content + Evergreen content. #cmworld

JoePulizzi

 

Add Forrester along with SAP and Open View. All good.  #cmworld

SusynEliseDuris

 

A4: Whenever there is new or valuable information that may be relevant to their customers #cmworld

tracibrowne

 

A4: Establish a content governance process create, publish, refresh, chunks, archive, retire #cmworld

ardath421

 

@ardath421 Yes, if only more B2B companies would have a process to “retire” content 😉 #cmworld

JoePulizzi

 

@JoePulizzi yes, true 🙂  #cmworld

ardath421

 

@ardath421 What’s the average lifespan of a piece of B2B content? #CMWorld

SamBrennand

 

@SamBrennand I also continuously see my older blog posts viewed – back to 2006 – and those haven’t been updated 🙂 #cmworld

ardath421

 

@ardath421 @SamBrennand If it ain’t broke, don’t fix it! #cmworld

StephLynette

 

@JoePulizzi @ardath421 We don’t retire content. We “repurpose.” #CMWorld

HiPhaedra

 

@CMIContent We revisit and update our themes quarterly #CMWorld

HiPhaedra

 

@cmicontent How themes different than your story?  Pieces of a part? #CMWorld

tamarweiss

 

#cmworld And use the ROT score!  R = relevant, O = outdated, T = tired. If you have too many  O’s and T’s and not enough R’s, time to clean up

StephLynette

 

@ardath421 Yes – measurement isn’t just something to do at the end of the process. #CMWorld

CMIContent

 

@CMIContent Check most-shared posts on industry blogs/pubs, TALK to biz dev reps & clients, peruse competitors, guest posts; tons! #cmworld

njh287

 

@cmicontent A4: created trendable content — State of the Union (category, industry, etc) type content every  year  #CMWorld

TomMartin

 

A4: Once have complete audit, update it with new inventory as you go makes life easier #cmworld

ardath421

 

@ardath421 Who is the organization typically takes on the responsibility of auditing content? Essential but time-consuming, no? #cmworld

michelelinn

 

@michelelinn Yes, auditing is very time consuming. I do a lot of them for clients.  And it’s amazing what you learn 🙂 #cmworld

ardath421

 

#cmworld @ardath421 Do orgs typically re-visit or update the audit every quarter, for instance? I wonder how they fit it into process #cmworld

michelelinn

 

@michelelinn @ardath421 We update quarterly. But like restaurant menu, we keep some old and introduce some new. #CMWorld.

HiPhaedra

 

@michelelinn B2Bs can use their content management system to notify when content needs to be reviewed ongoing.  #cmworld

JoePulizzi

 

@michelelinn Unfortunately an audit is treated as more like a checklist item and filed away due to lack of an ongoing process #cmworld

ardath421

 

@ardath421 An audit doesn’t have to = overhaul. Make it a point to re-assess bi-weekly; add new content consistently, too. #cmworld a4

njh287

 

@njh287  No, it doesn’t have to mean overhaul, but it should be done according to persona and buying stage application #cmworld

ardath421

 

@ardath421 But you’ll always have leads in diff stages of the cycle. Therefore, even *updating evergreen content can be valuable. #cmworld

njh287

 

A4 Dates attached to content is important > good to know if that content you stumbled across is old info (out of date product info) #cmworld

Tracibrowne

 

@tracibrowne And, one of these days, search will become more real-time-ish. EG: I typically limit Google queries to past year. #CMWorld

njh287

 

@tracibrowne That’s a current discussion many are having.  Old doesn’t necessarily mean outdated, as long as it’s checked/refreshed. #CMWorld

CMIContent

 

Re: older content. Like the old NBC slogan, “if you haven’t seen it, it’s new to you.” #cmworld

Kenericson

 

I like “if you haven’t seen it, it’s new to you.”! @kenericson. Nice quote. #CMWorld

consected

 

@kenericson It sounds like you could avoid making content seem dated and don’t put a date on it if it doesn’t need one? #CMWorld

consected

 

@consected but because all content exists within a world of context (which is always changing) doesn’t all content Bcome dated? #CMWorld

TomMartin

 

@TomMartin @consected Great, great point. Even ‘undated’ content can be made irrelevant by changing customer context #CMWorld

SamBrennand

 

@TomMartin yep context dates things.  Perception is reality. Seeing an older date can unnecessarily reinforce a negative impression. #cmworld

consected

 

@consected agree – best  to revisit topic, write new content with updated info, then  embed link in old content pointing to new #CMWorld

TomMartin

 

@consected Yes.  Much of our content is thought leadership-based, so it’s fairly evergreen. #cmworld

kenericson

 

Very frustrating to read content filled with stats and have no idea how old it is #cmworld

tracibrowne

 

@tracibrowne agree – best practice=always ID and link if can, sources cited (and date) to help reader assess relevance #CMWorld

TomMartin

 

@tracibrowne ALWAYS source stats with date in content. Journalist training. #CMWorld

HiPhaedra

 

A4 content with cited sources should be checked annually for freshness and currency of facts #cmworld

SFerika

 

A4: If your sales cycle is quarterly, you should  publish at least monthly. Minimum frequency should  be relative to sales cycle. #CMWorld

crestodina

Q5: How are #B2B companies organizing their teams around content? Is one person/group responsible? #CMWorld

 

A5: I see it differently depending on org > one group or by product or industry teams #cmworld

ardath421

 

A5: Someone in the division or product group needs to be accountable for #contentmarketing – ala Chief Content Officer #cmworld

JoePulizzi

 

@JoePulizzi A5 Person in this role MUST take great pain to communicate w/ every dept.  Best content is informed by entire org. #cmworld

njh287

 

@njh287  Yes! Very time consuming, but so important…or different stories end up being told…not consistent at all #cmworld

JoePulizzi

 

A5: Unfortunately, sometimes there’s no true organization, still lots of one-off campaigns #cmworld

ardath421

 

So true especially in SMB @ardath421: A5: Unfortunately, sometimes there’s no true organization, still lots of one-off campaigns #cmworld

lizbormida

 

A5: Can’t be siloed.  Content creation should be a collaborative process (even beyond social media  + marketing depts) #CMWorld

SamBrennand

 

@CMIContent @SamBrennand  Yes. R&D, sales, and customer service. #cmworld

Insightera

 

A5: It took businesses so long to but into teams for SEO.  Now everyone has them but it’s tough to gear up teams around content. #cmworld

StephLynette

 

A5: Set up content ambassadors in each group (search, social, email, pr) and meet on a regular basis like @SAS does. #cmworld

JoePulizzi

 

@JoePulizzi Do you think a central creative content team should be in the middle of all other teams informing their efforts?   #cmworld

StephLynette

 

@StephLynette There is no silver bullet answer, but centralized groups can work – Kraft has done this well.  And Kelly Services. #cmworld

JoePulizzi

 

A5 we have a content team that supplies content for everything — demand gen, social, pr, etc. #cmworld

SFerika

 

@lttlewys @SFerika So do we. It simplifies everything. #CMWorld

HiPhaedra

 

@hiphaedra That is great to hear!  I love content programs that are process-oriented (while being creative) #cmworld

michelelinn

 

@sferika  >> I’d love to learn more about your content team. Very smart organization #cmworld

michelelinn

 

A5 – that’s going to depend on how orgs view content. A culture thing. As consultant, I educ orgs abt value of rt content #cmworld

SusynEliseDuris

 

@SusynEliseDuris what are some tips on getting the org to value content by taking part in creation and auditing? #CMWorld

lizbormida

 

@lizbormida to start,  show CEO/CFO  hard-core data-this is CPA when you do non-content acq  things,  this is CPA when you use content #cmworld

SusynEliseDuris

Q6: It seems like the focus is on content marketing before the sale. What about content for retention? #CMWorld

 

A6: Glad you asked My session at #CMWorld is about this. Content for retention is critical and different #cmworld

ardath421

 

A6: You’ve already solved their original problem, so status quo is different for retention content #cmworld

ardath421

 

A6: Content is so important to build and maintain customer loyalty & trust #cmworld

WhatRunsWhere

 

@cmicontent Day After Marketing >> Drives retention >> WOM and could reduce Cust Support Costs = very  important #CMWorld

TomMartin

 

A6: I’m running a survey for my content retention session, Please take it! http://t.co/b14VodSmeV #cmworld

ardath421

 

@CMIContent We create lots of case studies, which are then used to cross sell #CMWorld

HiPhaedra

 

A6: Too much focus right now by B2Bs on top of the funnel. Customer retention needs more love! #cmworld

JoePulizzi

 

@CMIContent Great? Content for retention is HUGE plus good 4 relationship. Content to reinforce product value, help maximize it. #cmworld

njh287

 

@njh287  @CMIContent Should  content for retention be centered around the product  or more general industry content? #CMWorld

karadrink

 

@karadrink @njh287  @CMIContent Yes&Yes – some product educational content is appealing. Customers love industry best practices too #CMWorld

consected

 

A6: Need to nurture the relationship, content can be used to start the conversation. Keep in touch after the sale   #CMWorld

lttlewys

 

A6 customer retention content serves acquisition as well, how you treat customers, value you provide helps sales #cmworld

tracibrowne

 

A6: If I’m a B2B just getting started in #contentmarketing, I’d focus on retention initiatives first. #cmworld

JoePulizzi

 

Why? @JoePulizzi: A6: If I’m a B2B just getting started in #contentmarketing, I’d focus on retention initiatives first. #cmworld

av8r2000

 

@av8r2000 Much, much easier to keep a customer than find a new customer. #cmworld

JoePulizzi

 

A6: Retention programs influence different stages/mindset than pre-sale #contentmarketing #cmworld

ardath421

 

A6 email newsletters are a great client content marketing opportunity, as are communities #cmworld

SFerika

 

A6 – We’ve done well with content post-sale, make them feel valued part of team  after sale. That’s how we create evangelists. #cmworld

SusynEliseDuris

 

@SusynEliseDuris What kind of content do you provide post-sale – product  centric or ? #CMWorld

karadrink

 

@karadrink Segment by region,  per prod, give them helpful hints on prods,  case studies, ask if they want to be on cust panel,  etc. #cmworld

SusynEliseDuris

 

A6: make sure that you revisit your personas from a “customer” rather than “prospect” perspective #cmworld

ardath421

 

At @CMIContent, we’ve found that almost all our customers that buy are first subscribed to our daily or weekly content. #cmworld

JoePulizzi

 

Who talks to salespeople when creating a customer retention content program? #cmworld

ardath421

 

@ardath421 I’ve suggest to do this once,  because salespeople know what customers are looking for. However,  they didn’t listen to:( #CMWorld

helenlagares

 

Always and not just at retention time. RT ardath421 Who talks to salespeople when creating a customer retention content program? #cmworld

SusynEliseDuris

 

@SusynEliseDuris yes! But I’m always  surprised by how many marketers don’t speak to sales to inform their programs #cmworld

ardath421

 

@ardath421 Sales, for most pt, doesn’t trust Mktg. I’ve walked in their shoes. Mktrs must earn  their trust.  #CMWorld

SusynEliseDuris

 

@ardath421 @SusynEliseDuris Sales are our SMEs.  That’s  where our company meets customer, they have  all the key info. #CMWorld

HiPhaedra

 

@HiPhaedra @ardath421 agree, honestly lead gen cannot happen without Sales input and buy-in. #CMWorld

SusynEliseDuris

 

@ardath421 we interview them and transcribe for use  as posts, ebooks, etc. #CMWorld

TomMartin

 

@tommartin That is smart  to create transcripts. Do you centralize so anyone in marketing can pull from them? #cmworld

michelelinn

 

@helenlagares thx. also makes content creation super easy for mkting cc @ardath421 #CMWorld

TomMartin

 

@michelelinn not really — interesting idea though. transcripts usually require  some editing to make  useful #CMWorld

TomMartin

 

@michelelinn but even  with minor editing – still WAY faster  than writing from scratch #CMWorld

TomMartin

 

@tommartin Agreed.  Even  if un-edited, I bet the transcripts would provide ideas to many  in your mktg dept  (would be internal only) #cmworld

michelelinn

 

@tommartin Just  thinking out loud. Love to think of ways to improve content marketing process — and learn from others #cmworld

michelelinn

 

@michelelinn That’s  pretty interesting — along  those lines, include recorded call – sort of an idea podcast = ideating  easier #CMWorld

TomMartin

 

A6: Post-sale you need to take some ‘spin’ out of contentmarketing as customers already see your warts #cmworld

Consected

 

For retention – In-Person events are rated  most effective by B2B marketers. Here’s the research.    http://t.co/c1PfEPHw2h #cmworld

JoePulizzi

 

@JoePulizzi …and they (in-person events) are pretty fun too. #cmworld

ringo66

 

@ringo66  Hazaah! #cmworld

JoePulizzi

 

Customer retention content is about  helping customers find even more value than  they originally purchased #cmworld

ardath421

 

@karadrink: @njh287  I would love to see some examples of companies who do a good job with using content for retention #CMWorld

michelelinn

 

@michelelinn @karadrink @njh287  We feature customers in some content to boost  viz, retention #CMWorld

HiPhaedra

 

@hiphaedra Can you send me a link? I’d love to check  it out. #cmworld

michelelinn

 

@av8r2000 @karadrink @michelelinn #cmworld I think the Detroit Red Wings [NHL] Sponsors’ Summit  is PERFECT example. http://t.co/kJKFr8Fkbe

njh287

 

@michelelinn Check  out what Maersk  is doing http://t.co/nW4xTgtnG0 #cmworld #retention

tracibrowne

 

@lttlewys Maersk  is a perfect  example of using social well in B2B. @Konecranes does a good job as well. #cmworld

JoePulizzi

 

@av8r2000 @michelelinn @karadrink @njh287  – we can  learn a lot about retention from software devs  & successful open  source projects #CMWorld

consected

 

Well I have  always  been happy  with Apple and BMW’s retention efforts. 🙂 #cmworld

SusynEliseDuris

 

Q7: Sales channels want leads, content marketers want info to be shared. How can they work together? #CMWorld

 

@CMIContent A7 It’s evolving, but many  biz dev reps  don’t understand how to use  content as [trackable]  touch  point w/ sales lead. #cmworld

njh287

 

A7: That’s  easy, ask sales 4 most common questions, objections, fears  then  create content abt how customers overcame and succeeded #cmworld

tracibrowne

 

A7: Schedule monthly interviews over the phone. Key is to make content a sales activity and part of the sales team’s routine  #CMWorld

SamBrennand

 

A7: Content works for both sales and marketing when it’s designed to motivate  next steps #cmworld

ardath421

 

A7: Visual content audits  work well with sales – print out samples of your content and get sales in a room.  They’ll talk. #cmworld

JoePulizzi

 

A7: Job of content during lead qualification is to offer enough clarity around the problem  to get sales invited to convo #cmworld

ardath421

 

A7: #CMWorld “Justify Your Trip” is a great example of mixing sales tool with sharing

tracibrowne

 

A7: Creating content “cliff notes”  also engages sales – they’re  not going to plow through  all your content #cmworld

ardath421

 

@ardath421 Ah – yes,  I’m realizing this is what our infographics do. They lead to the white papers #CMWorld

HiPhaedra

 

A7 create customized email templates for sales, with juicy bits of content the incentive  for completing a form fill #cmworld

SFerika

 

@ardath421 A7 Sales materials and content marketing can  be similar. One dissects a problem,  teases a solution  –> your solution.  #cmworld

njh287

 

A7: How about  have  content team  go on a few sales calls (and spend day in customer service) to find what’s  relevant #cmworld

tracibrowne

 

A7 #cmworld. Make content campaigns actionable. Add call to action in content that captures leads, even if the content is shared openly.

Consected

 

A7 you can  create 1-click social share buttons that you share on chatter and email w/sales, driving to lead forms for major assets #cmworld

SFerika

 

A7: Gated content can  be shared too. With measurement you can  see if it is more effective for capturing sales leads. #cmworld

consected

 

@consected You can  also use  @slideshare popups – that way, you can keep  it ungated but still work to get subscribers. #cmworld

JoePulizzi

 

@CMIContent by creating engaging content demonstrating clear benefits and a strong  call to action,  info should  generate the leads #CMWorld

aresocontent

Q8: How can  #B2B marketers develop personas that are based in fact instead of theory? How often should  they be updated? #CMWorld

 

A8: Uh…talk to customers more? You’d be surprised how many  B2B #contentmarketing strategies skip this step.  #cmworld

JoePulizzi

 

A8: Interested in these answers “I’m not convinced buyer personas exist” many  variables #cmworld

tracibrowne

 

A8: Personas will never be fact. They’re an interpretation based on human input, backed up by research #cmworld

ardath421

 

A8: Humans change all the time so should  personas > problems + perspective #cmworld

ardath421

 

Must. work. with. sales. to. develop. personas. Repeat phrase. Consider it a mantra. #cmworld

SusynEliseDuris

 

@SusynEliseDuris Yep – must also work with customers. I’m always surprised when personas are based on “gut” > when they don’t work #cmworld

ardath421

 

A8 one of the persona co-drafters needs to regularly be on sales calls/presentations and hearing the pain points 1sthand #cmworld

SFerika

 

@SFerika Disagree – don’t interfere  with sales job. Just  talk to salespeople for info #CMWorld

HiPhaedra

 

A8 #CMWorld I hope  #b2b marketers base personas on real customers. Many products are roadmapped based on marketing’s personas.

consected

 

A8: Reasonably, personas should  be updated annually — but tweaked ongoingly as you learn more in response to content #cmworld

ardath421

 

@ardath421 Right. And try estab a cust-mktg-sales panel  to dev right messaging, personas. It gets  custs involved = evangelists. #cmworld

SusynEliseDuris

 

Q9: What kinds of Q’s should  a B2B org ask when choosing a mktg automation solution? How do you know when you’re  ready? #CMWorld

 

A9: What kind of data  do we need to get started? Do we have  it? #cmworld

ardath421

 

A9: Can my team run the MAP or do we need IT to do it? #cmworld

ardath421

 

Question for you smart  B2B content marketers, what percentage of  your content is gated? #CMWorld

SamBrennand

 

A9: Do we have  a content marketing strategy?  Do we know what the end goal will look like? – before  buying technology #cmworld

JoePulizzi

 

A9: How much content will it really take to run the program we envision  with marketing automation? #cmworld

ardath421

 

A9: What criteria can we reasonably expect to score leads with and how do we design it and get sales buy-in? #cmworld

ardath421

 

A9 Why are we doing this? To make  it easier for us or to make  it better  for our customers? #cmworld

tracibrowne

 

A9: Do we have the content that would make  a marketing automation solution worth the time, cost and effort? #CMWorld

SamBrennand

 

A9: Adding marketing automation without a defined strategy will be extremely painful. That’s why automation co’s love CM #cmworld

JoePulizzi

 

A9: Will automation enhance interactions with your customers or will it take away? #cmworld

tracibrowne

 

A9 #cmworld: are we ready for marketing automation? Or will sales just use  this tool to hold accountable for ‘poor quality’ leads?

Consected

 

Mktg automation is an easier sell when the CEO/CFO  can  see results. Laying the groundwork  thru educ  always  helps. #cmworld

SusynEliseDuris

 

A9: Editorial is one place  where  automation can’t  completely replace a human.   #cmworld

kenericson

Q10: What do you feel is the biggest social opportunity  for #B2B companies? #CMWorld

 

Q10: For social tech – @slideshare and @linkedin.   Both major publishing  platforms  where  B2B customers hang  out in some way. #cmworld

JoePulizzi

 

@CMIContent a10:  ability to create unique  angles of products w/o pushy  sales…#cmworld

mordecaiholtz

 

A10: Tell a story that connects all stages of buying process and casts their customers as the hero – should  traverse channels #cmworld

ardath421

 

A10: I think the opportunity  is not so much  where  but how well U do it. So many  co’s  more concerned w/quantity over quality #cmworld

tracibrowne

 

A10: #B2B Content Marketers need to always  be in pursuit  of contextual relevance in social #cmworld

ardath421

 

A10: teaching sales how to integrate Social  Selling into existing  sales, networking,  prospecting process #CMWorld

TomMartin

 

I think @Quora is gaining ground,  too. #cmworld

SusynEliseDuris

 

A10: More engaging content like webinars, and don’t forget about LinkedIn, Quora, etc. #CMWorld

WhatRunsWhere

 

A10: For #b2b – LinkedIN us great opportunity – but it’s about the conversation not the promo #cmworld

arthda421

 

…but it’s about the conversation not the promo. True of anything social, right ?!

consected



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