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Video 12 Key Messages from Ardath Albee’s Book Chapters 1 - 7

IBMS Semester 6b Fall 2013 Mr. George Szanto. Video 12 Key Messages from Ardath Albee’s Book Chapters 1 - 7. Topics Covered. Highlight key learnings from chapters 1 – 7 of Ardath Albee’s book Please note – listening to this lecture does NOT replace the need to read the book!.

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Video 12 Key Messages from Ardath Albee’s Book Chapters 1 - 7

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  1. IBMS Semester 6b Fall 2013 Mr. George Szanto Video 12 Key Messages from Ardath Albee’s Book Chapters 1 - 7

  2. Topics Covered Highlight key learnings from chapters 1 – 7 of Ardath Albee’s book Please note – listening to this lecture does NOT replace the need to read the book!

  3. Purpose of Albee’s Book Show you how to create and use online content and communication strategies to capture an hold the attention of your prospects Demonstrate how properly executed eMarketing help you succeed in closing complex B2B sales cycles

  4. eMarketing Rewards for your company Interactive dialogs Intelligence-Enhanced listening Increased demand Higher trust (built up by engagement)

  5. eMarketing Rewards for prospects & customer Valuable, convenient knowledge Increased confidence Useful conversations Higher credibility

  6. Create a Buyer Synopsis -1 • Select Problem to Solution Scenario for a Specific Persona • Don’t forget to include influencers associated with persona as consensus is needed • Determine what kinds of information persona needs during the 4 critical buying stages

  7. Create a Buyer Synopsis -2 • Assign What Prospects Need to Know in each critical buying stage • A. Status quo to priority shift • B. Researching options • C. Step backs to options • D. Validation of choice

  8. Create a Buyer Synopsis -3 • Map appropriate content to specific persona needs to each step of the critical buying stage • Explained in detail in chapter 5 of book

  9. Nurturing Complex B2B sales Consistency of stories across online channels Use content to create conversation Leverage the interactive conversations, using rich media intelligently

  10. Capitalize on Cause • Definition of cause in a complex B2B sale: • Whatever compels a prospect to actively seek resolution for a problem that your company’s product/solution addresses • You must know your prospect’s buying cycle! • Create content that pulls prospects forward (increase commitment with every interaction) • Focus on 1 thing at a time

  11. End of Video - Thank you

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