Attract & Engage
Coveted Prospects With
Killer Content
Presented By:
Dan Fisher
Managing Director
Menemsha Group Background
www.menemshagroup.com | dan@menemshagroup.com
Attract & Engage Coveted Prospects With
Killer Content
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Introductions
Inbound vs. Outbound Lead Generation
Killer Content??
Why You Need Killer Content
How To Create & Use Killer Content
Steps To Get Started
www.menemshagroup.com | dan@menemshagroup.com
Outbound Vs. Inbound Marketing
Outbound
Inbound
Understanding Buyer Behavior
Today’s B2B Buyer:
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59% engaged with a peer who had addressed the
challenge
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48% followed industry conversations on the topic
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37% posted questions on social networking sites looking
for suggestions/feedback
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20% connected directly with potential solution providers
via social networking channels
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44% conducted anonymous research of a select group of vendors
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41% researched papers / posting from thought leaders
Today’s Buyer expects consistent, relevant communication from both sales and marketing
Selling Up The Value Chain
Self Diagnose
Symptoms/Desired
Future Sate
Strategic
Customer Value
High Low
Course of
Action
Tactical
•Current state & future state
•Do we understand the challenge? Is their a
gap that needs to be addressed?
•Do we need to buy something (external help)?
•How should we solve the problem?
•What action should we take?
•Who should we buy from?
•Pre-defined, budget approved job orders
Order
fulfillment
Outbound Marketing Broadcast Message
The Power of Killer Content
Creating Your Content: Customer
Segmentation
Creating Killer Content-Your Buyer Profile
Director Data Warehousing,
Business Intelligence
What problems are they
trying to solve?
What does this person
need most? What
information are they
typically searching for?
What trends are influencing
their business or personal
success?
Getting The Answers
Interview
customers/consultants
Read white
papers/articles/analysts
reports
Seek out experts/hire
consultants/free lancers
Create Buyer Profile
What Do They Do Online?
Do they read blogs? Active
on social networks? Read
white papers? Subscribe
to newsletters?
What type of information
do they consume
online…videos, trends
reports, etc.?
What results do they
expect from your product
or service?
Sample Customer: Director Business
Intelligence
“A recent report by Aberdeen Group says that the absence of a single set of definitions for
business events throughout the enterprise is the No. 1 cause of BI breakdowns.
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Why is this? What steps can be taken to prevent this?
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How are you addressing this issue?
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What are the common pitfalls?
Data Warehousing & Business Intelligence
Technical Solution Sheet
DWH & BI Capabilities
Delivery Capabilities
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Data Warehouse Architecture/Design
Architecture, Design & Development
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Author functional, technical
design specs, physical & logical
data models
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Define meta-data standards
OLTP & OLAP
Data Modeling (physical & logical)
Executive Dashboards
Master Data Management
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Meta data dictionary
Mapping Content Into Your Sales Process
Prospecting
Telemarketing,
cold calling, email
blasts, push for
F2F Meeting
Building Credibility
White papers, eBooks,
how to kits, top tips,
trends reports
Evaluation
Follow up email
blasts, “Check in”,
market candidate
resume, “drop off”
or unexpected visit
Results
High activity,
little return and
client resistance
Lead Nurturing
Results
Webinar, customer
video, case studies,
data sheets
Scalable, high return
on effort/investment,
thought leader,
community of
followers
Getting Started
Create Marketing Calendar
Ideas to Get Started
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Create How-To Articles/eBooks
Point out mistakes/trends in your industry
(and best practices)
Find another blog/white paper and write your
own position on the topic (agree or disagree)
Share presentation slides
Ask questions on Twitter/LinkedIn and share
results
Respond to industry research with your own
perspective
Record an interview with an industry expert
Get consultants/clients to offer tips, write
guest blog
IT Solutions
Provider Bucket
Low
HR/Staffing/
Commodity
Value
High
How You Sell is How You Differentiate – Two Buckets!
Perceived Customer Value
www.menemshagroup.com | dan@menemshagroup.com
Contact Menemsha Group
Dan Fisher, Managing Director
(888) 553 -3083
dan@menemshagroup.com
www.menemshagroup.com
www.menemshagroup.com | dan@menemshagroup.com