The only guide that helps marketers deliver results in a complex sale
The only guide that helps marketers deliver results in a complex sale In the highly lucrative B2B complex sale, marketers are increasingly being pressured to deliver results during the lengthy sales process. eMarketing Strategies for the Complex Sale is the first and only book designed to solve this problem. Ardath Albee explains how to create and use online content and communication strategies to catch and hold the attention of prospects to the degree of engagement necessary for sales readiness. Readers will then learn how to sell their strategies to the sales force in order to create a unified overall sales strategy.
Turn prospects into buyers with apowerful emarketing strategy!nn"Albee shows how smart business-to-business marketers learnabout buyers, tell a story, and greatly influence the B2B lead-to-saleprocess. This is your guide for Web marketing success."nDavid Meerman Scott, bestselling author of The New Rules of Marketing and PR and World Wide Rave nn"A compelling read for both B2B marketing and salesprofessionals alike, eMarketing Strategies for the Complex Sale is a practicaland insightful how-to guide that will enable marketers to drive salesconversions and faster sales results."nDavid Thompson, CEO, Genius.com, and founder of the Sales 2.0 Conferencenn"Albee lays out a path to understanding buyer personas,building their trust, and delivering contagious content that they want to read.A must-read for B2B marketers looking to engage with today's buyers."nSteven Woods, CTO, Eloqua, and author of Digital Body Language nn"If you're looking for a comprehensive, well-researched, single resource to plan,build, execute, and succeed in your eMarketing efforts, then buy this book!"nBarry Trailer, managing partner, CSO Insightsnn"New media, content marketing, social networking . . . Ardath cleverly wraps theseconcepts in a bow and makes this book required reading. . . . Become the expertresource for your customer and watch your business grow."nJoe Pulizzi, coauthor of Get Content Get Customers and founder of Junta42nnAbout the BooknnWeb 2.0 has reshaped the role of marketingin the Complex Sales process. Because prospectsnow have instant access to informationabout your company and its products-andyour competitors-they can make buying decisionswithout ever communicating with you.Doing what you've always done simply won'twork anymore; you must entirely rethink howyou attract and compel buying behavior.nnWith eMarketing Strategies for the ComplexSale , expert B2B marketing strategist ArdathAlbee breaks new ground in the field of digitalmarketing and new customer acquisition.Albee offers techniques and tools for developingand executing strategies that are guaranteedto generate results.nnThe Internet offers an unprecedented opportunityfor creating trusted relationshipswith your prospects and customers-beforeyou ever "meet" them. Never before havemarketers enjoyed such a wide-reaching andvaried communication platform. Yet with allthe noise, you have to stand above the crowd.The key is to converse about meaningful andrelevant topics with your diverse audiences,to share your perspectives on what matters tothem. That's just what Albee teaches us to do.nneMarketing Strategies for the Complex Sale sharesmethods to help you:nnCreate eMarketing strategies basedon customer perspectivesnUse a contagious content structurefor competitive differentiationnEstablish trusted relationshipsnContinuously measure, tune, andimprove your effectivenessneMarketing Strategies for the Complex Sale also shares proven approaches to collaboratingwith sales. You can leverage eMarketingto move leads further into the pipeline whilefocusing sales time and energy on highlyqualified opportunities. The results? Reducedtime to sales, increased sales productivity, andgrowing revenues.nneMarketing Strategies for the Complex Sale reveals processes critical to ensuring that youmake a powerful, measurable contribution tothe lengthy sales process-and to the longtermsuccess of your organization as a whole.n
Foreword by Jill Konrath xi nForeword by Brian Carroll xv nAcknowledgments xix nnPART I: eMarketing Essentials nChapter 1: Why eMarketing Is a Big Opportunity for Complex Sales 3 n-The Shift to Self-Education 7n-Six Things to Change About Your Content and Communications 8n-Of ine versus Online 10n-What You Need to Know 11nnChapter 2: The Mutual Rewards of eMarketing Strategies 13 n-Rewards for Your Company and You 14n-Rewards for Them (Your Customers and Prospects) 17n-Shaping the Story 19nnPART II: Customer Consensus nChapter 3: Using Personas to Understand Your Customers 23 n-Customer Pro les-The Wide-Angle Lens 25n-Why a Persona Is Different from a Pro le 27n-Creating Personas 29nnChapter 4: Leverage Your Buyer Synopsis 33 n-Create a Buyer Synopsis 34n-Use Social Media for Persona Development 37n-Personalization-One Step at a Time 39nnChapter 5: The Buying Process 41 n-The Role of Content in the Buying Process 43n-Apply Content to Personas 46nnPART III : Natural Nurturing nChapter 6: Put the Natural in Nurturing 51 n-Create a Conversational Context 53n-The Role of Rich Media 56n-Leverage Inbound Interactions 59nnChapter 7: Capitalize on Cause 63 n-From Status Quo to Priority Shift 65n-Become the Anchor 66n-Keep Your Assumptions on Track 67n-Create Content that Pulls Buyers Forward 69nnChapter 8: Construct a Framework for Content Strategy Execution 73 n-Assemble a Natural-Nurturing Track 75n-Syndication Expands Nurturing Reach 77n-Frequency, Reach, and Shift 78n-HubSpot Attracts Customers at Unprecedented Rates: A Case Study 79n-Effective Nurturing Execution 81n-Remember Your Existing Customers 83nnPART IV: Contagious Content nChapter 9: Why Contagious Content Increases Engagement 87 n-Relevance Is King 89n-Simplicity Trumps Volume 90n-Contagious Content Requires Planning 92nnChapter 10: Content Structure for Competitive Differentiation 95 n-Education-What Buyers Need to Know 97n-Expertise-Why Your Company Is the High-Value Choice 99n-Evidence-Let Your Customers Do the Talking 100n-Sales Conversational Briefs 102n-DealerOn-Contagious Content in Execution: A Case Study 103nnChapter 11: Create Content to Increase Attraction Value 107 n-Urgency-Why Your Message Is Important-Now! 108n-Impact-What's in It for Them? 110n-Effort-The Perceived Energy Required to Pay Attention 111n-Reputation-What's Known about Your Company 112n-Intent-What Your Audience Thinks You Want 113n-Examples of How Catch Factors Can In uence Behavior 115n-An Example of Catch Factors in e-Mail Messages 116n-Why Catch Factors Are Important for Today's Marketers 118nnChapter 12: Design Your Marketing Story 121 n-The Signi cance of Stories 123n-Stories Instigate Momentum 124n-Design Content to Create Mindshare 126n-Authorial Styles-Which to Use When 128n-Quick Guide to Writing a Marketing Story Article 131nnChapter 13: Expand Story Impact with Ampli ers 133 n-The Nature of Ampli ers 134n-Focus Squarely on the Customer 141nnPART V: Persistent Progression n Chapter 14: How to Facilitate Prospect Progression 145 n-Intellitactics Increases Quali ed Demand: A Case Study 146n-Tell Me More ... 149n-The Gift of Going Wide 153n-Conversations Accelerate Nurturing Progression 154n-Buyer Evolution 156nnChapter 15: Scoring for Prospect Progression 159 n-Points for Content-Driven Interactions 161n-Marketo Walks Its Talk: A Case Study 164n-Microsites 166n-E-Mail Newsletters 168n-Progressing Prospects to Sales 169nnChapter 16: Alignment Accelerates Progression 173 n-The Handoff and the Take-Back 175n-In uencers and Detractors 176n-Incorporating Insights 177n-Create a Useful Sales Portal 180n-End-Game Stamina 183nnChapter 17: Stories that Progress Sales Conversations 185 n-Conversational Gambits 187n-Customers Like Them 189n-Attainable Objectives 191n-Presentations with Punch 192nnPART VI: Meaningful Metrics nChapter 18: Quantifying Marketing Results 197 n-Engagemen
Über den Autor
Ardath Albee is CEO and B2B marketing strategist for her consulting firm Marketing Interactions, Inc. She uses over 20 years of business management and marketing experience to help her clients create customer-focused e-marketing strategies that generate more sales-ready prospects. Her articles have appeared in CRM Today, Selling Power, B2B Magazine, Rain Today's Special Reports, and Enterprise CRM News.
Inhaltsverzeichnis
Foreword by Jill Konrath xi
Foreword by Brian Carroll xv
Acknowledgments xix
PART I: eMarketing Essentials
Chapter 1: Why eMarketing Is a Big Opportunity for Complex Sales 3
.The Shift to Self-Education 7
.Six Things to Change About Your Content and Communications 8
.Of¿ine versus Online 10
.What You Need to Know 11
Chapter 2: The Mutual Rewards of eMarketing Strategies 13
.Rewards for Your Company and You 14
.Rewards for Them (Your Customers and Prospects) 17
.Shaping the Story 19
PART II: Customer Consensus
Chapter 3: Using Personas to Understand Your Customers 23
.Customer Pröles-The Wide-Angle Lens 25
.Why a Persona Is Different from a Pröle 27
.Creating Personas 29
Chapter 4: Leverage Your Buyer Synopsis 33
.Create a Buyer Synopsis 34
.Use Social Media for Persona Development 37
.Personalization-One Step at a Time 39
Chapter 5: The Buying Process 41
.The Role of Content in the Buying Process 43
.Apply Content to Personas 46
PART III : Natural Nurturing
Chapter 6: Put the Natural in Nurturing 51
.Create a Conversational Context 53
.The Role of Rich Media 56
.Leverage Inbound Interactions 59
Chapter 7: Capitalize on Cause 63
.From Status Quo to Priority Shift 65
.Become the Anchor 66
.Keep Your Assumptions on Track 67
.Create Content that Pulls Buyers Forward 69
Chapter 8: Construct a Framework for Content Strategy Execution 73
.Assemble a Natural-Nurturing Track 75
.Syndication Expands Nurturing Reach 77
.Frequency, Reach, and Shift 78
.HubSpot Attracts Customers at Unprecedented Rates: A Case Study 79
.Effective Nurturing Execution 81
.Remember Your Existing Customers 83
PART IV: Contagious Content
Chapter 9: Why Contagious Content Increases Engagement 87
.Relevance Is King 89
.Simplicity Trumps Volume 90
.Contagious Content Requires Planning 92
Chapter 10: Content Structure for Competitive Differentiation 95
.Education-What Buyers Need to Know 97
.Expertise-Why Your Company Is the High-Value Choice 99
.Evidence-Let Your Customers Do the Talking 100
.Sales Conversational Briefs 102
.DealerOn-Contagious Content in Execution: A Case Study 103
Chapter 11: Create Content to Increase Attraction Value 107
.Urgency-Why Your Message Is Important-Now! 108
.Impact-What's in It for Them? 110
.Effort-The Perceived Energy Required to Pay Attention 111
.Reputation-What's Known about Your Company 112
.Intent-What Your Audience Thinks You Want 113
.Examples of How Catch Factors Can In¿uence Behavior 115
.An Example of Catch Factors in e-Mail Messages 116
.Why Catch Factors Are Important for Today's Marketers 118
Chapter 12: Design Your Marketing Story 121
.The Signi¿cance of Stories 123
.Stories Instigate Momentum 124
.Design Content to Create Mindshare 126
.Authorial Styles-Which to Use When 128
.Quick Guide to Writing a Marketing Story Article 131
Chapter 13: Expand Story Impact with Ampli¿ers 133
.The Nature of Ampli¿ers 134
.Focus Squarely on the Customer 141
PART V: Persistent Progression
Chapter 14: How to Facilitate Prospect Progression 145
.Intellitactics Increases Quali¿ed Demand: A Case Study 146
.Tell Me More ... 149
.The Gift of Going Wide 153
.Conversations Accelerate Nurturing Progression 154
.Buyer Evolution 156
Chapter 15: Scoring for Prospect Progression 159
.Points for Content-Driven Interactions 161
.Marketo Walks Its Talk: A Case Study 164
.Microsites 166
.E-Mail Newsletters 168
.Progressing Prospects to Sales 169
Chapter 16: Alignment Accelerates Progression 173
.The Handoff and the Take-Back 175
.In¿uencers and Detractors 176
.Incorporating Insights 177
.Create a Useful Sales Portal 180
.End-Game Stamina 183
Chapter 17: Stories that Progress Sales Conversations 185
.Conversational Gambits 187
.Customers Like Them 189
.Attainable Objectives 191
.Presentations with Punch 192
PART VI: Meaningful Metrics
Chapter 18: Quantifying Marketing Results 197
.Engagement Metrics 199
.Origination Sources for Opt-In Programs 203
.Marketing's Impact on Sales 205
Chapter 19: Opportunity Quality and Sales Results 211
.Opportunity Quality 212
.Sales Results 213
Chapter 20: Feedback and Dialogue 219
.In Tune and In Touch 221
.Story Ideas from Third Parties 223
.Applied Listening 225
.Improved Personalization 226
Chapter 21: Social Contributions 229
.Virtual Engagement 231
.Participation Speaks Volumes 232
.The Value of Social Media 235
Notes 237
Index 240
About the Author 250
Klappentext
Turn prospects into buyers with apowerful emarketing strategy!
"Albee shows how smart business-to-business marketers learnabout buyers, tell a story, and greatly influence the B2B lead-to-saleprocess. This is your guide for Web marketing success."
David Meerman Scott, bestselling author ofThe New Rules of Marketing and PR and World Wide Rave
"A compelling read for both B2B marketing and salesprofessionals alike, eMarketing Strategies for the Complex Sale is a practicaland insightful how-to guide that will enable marketers to drive salesconversions and faster sales results."
David Thompson, CEO, Genius.com, and founder of the Sales 2.0 Conference
"Albee lays out a path to understanding buyer personas,building their trust, and delivering contagious content that they want to read.A must-read for B2B marketers looking to engage with today's buyers."
Steven Woods, CTO, Eloqua, and author of Digital Body Language
"If you're looking for a comprehensive, well-researched, single resource to plan,build, execute, and succeed in your eMarketing efforts, then buy this book!"
Barry Trailer, managing partner, CSO Insights
"New media, content marketing, social networking . . . Ardath cleverly wraps theseconcepts in a bow and makes this book required reading. . . . Become the expertresource for your customer and watch your business grow."
Joe Pulizzi, coauthor of Get Content Get Customers and founder of Junta42
About the Book
Web 2.0 has reshaped the role of marketingin the Complex Sales process. Because prospectsnow have instant access to informationabout your company and its products-andyour competitors-they can make buying decisionswithout ever communicating with you.Doing what you've always done simply won'twork anymore; you must entirely rethink howyou attract and compel buying behavior.
With eMarketing Strategies for the ComplexSale, expert B2B marketing strategist ArdathAlbee breaks new ground in the field of digitalmarketing and new customer acquisition.Albee offers techniques and tools for developingand executing strategies that are guaranteedto generate results.
The Internet offers an unprecedented opportunityfor creating trusted relationshipswith your prospects and customers-beforeyou ever "meet" them. Never before havemarketers enjoyed such a wide-reaching andvaried communication platform. Yet with allthe noise, you have to stand above the crowd.The key is to converse about meaningful andrelevant topics with your diverse audiences,to share your perspectives on what matters tothem. That's just what Albee teaches us to do.
eMarketing Strategies for the Complex Sale sharesmethods to help you:
- Create eMarketing strategies basedon customer perspectives
- Use a contagious content structurefor competitive differentiation
- Establish trusted relationships
- Continuously measure, tune, andimprove your effectiveness
eMarketing Strategies for the Complex Salealso shares proven approaches to collaboratingwith sales. You can leverage eMarketingto move leads further into the pipeline whilefocusing sales time and energy on highlyqualified opportunities. The results? Reducedtime to sales, increased sales productivity, andgrowing revenues.
eMarketing Strategies for the Complex Salereveals processes critical to ensuring that youmake a powerful, measurable contribution tothe lengthy sales process-and to the longtermsuccess of your organization as a whole.
