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Video 15 Servicing the DMU Buying Cycle with Content Marketing

Video 15 Servicing the DMU Buying Cycle with Content Marketing. George Szanto IBMS Semester 6b Fall 2013. Outline of Topics Today. Nurturing complex B2B sales Contageous content

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Video 15 Servicing the DMU Buying Cycle with Content Marketing

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  1. Video 15 Servicing the DMU Buying Cycle with Content Marketing George Szanto IBMS Semester 6b Fall 2013

  2. Outline of Topics Today • Nurturing complex B2B sales • Contageous content • Somespecificexamples of how Caterpillar maps online content topersona’s online/offline buyingjourney

  3. Learning Objectives • Gain insights ofinteractive online media for each stage of complex B2B sales cycles • Create structured lead generation, nurturing, qualification, and marketing-sales handoff systems • Developing reinforcing content which moves prospects down sales funnels

  4. Construct Natural Nurturing Track Content flows outward to engage prospects and customers Website Content (microsites) Email campaigns Blogs Syndication on industry sites Linkedin; Twitter Links Attract prospects & customers back to your company

  5. Example Natural Nurturing Track Nurturing steps in execution

  6. Structure Content Create Competitive Differentiation • 3 types of contagious content are needed for differentiation • Education what the buyers need to know • Expertise why your company is the high value choice • Evidence let your customers do the talking

  7. Drivers of Catepillar’s E-Marketing Strategy • B2B usually focuses on value, but for CAT’s sales, user experience is necessary • Relationship more important than B2C; service & support are essential decision pts. • Buying cycle longer than B2C • After purchase, more likely for commitment • Change in marketing culture at CAT – all employees of company contribute to eMarketing

  8. Buyer Synopsis @ Caterpillar Service Different Personas

  9. Buyer Synopsis @ Caterpillar Build Confidence Address different needs & Applications

  10. Buyer Synopsis @ Caterpillar Fleet Manager Financial Concerns

  11. Apply Content to Personas • Garrett Ginglen (GarrettGinglen) • Safety Services Consultant • Greg Worley (GregWorley) • Operator and Application Specialist • Roy Brookhart (RoyBrookhart) • Product and Application Specialist Address different personas with different expert bloggers

  12. Apply Content to Personas Different Content For Various Personas; Note guest blogger

  13. Apply Content to Personas • Caterpillar Construction Trades online community • Note the different topical themes for different personas (operators; management; safety, etc.) • Further see interview how Caterpillar engages Blue Collar workers

  14. Structure Content Create Competitive Differentiation • Education & Evidence

  15. Structure Content Create Competitive Differentiation • Expertise & Evidence

  16. Thank You Pleasejoin the required online discussionthis week talkingaboutfurtherexamples of Caterpillar’s online content promoting Education, Expertise, andEvidence

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