The 7 Foundations

B2B Content Marketing

B2B versus B2C

B2C B2B

Emotion

Ratio

Instinct

Emotion

Intellect

B2B versus B2C

Emotion

B2C B2B

Instinct

Emotion

Intellect

Ratio

Essence: Selling changes to Helping

USP’s

Choice Orientation Idea Usage Installation

How’s

Product: Fire Fighting Equipment (17th Century)

Visual Story Telling & Demo’s

Books & White Paper Marketing

Social & Consultative Selling

Market Leadership with B2B Content Marketing

All City Departments of Amsterdam Market Leadership in Shipping

7 Foundations of B2B Content Marketing

Strategy

Jyske Bank

• The only TV station, with it’s very own Bank

• What happens when a big company turns their advertising budget into a media concept?

Buyer Journey & Persona’s

Concept

Messages for Buyer Journey

Choice Orientation Idea Usage Installation

Buyer Journey IDEA OREINTATION CHOICE

Commercial Director

Customer centricity strategy

KPI’s to monitor customer centricity

Knowledge of our industry

IT Manager

IT Architecture roadmap

Implementation competences

Uptime & servicedesk

Marketing Manager

Connect with email marketing

Best selections and campaigns

360 Customer view

Sales Hassle using

Outlook & CRM How can I identify best

sales opportunities? Easy to work with

Customer Service

Using 3 systems at the helpdesk

Integration with ERP system

User interface

Boodschappen Matrix

Buyer Journey IDEA OREINTATION CHOICE INSTALLATION USAGE

C-Level Trends &

Vision Strategic Options

USP’s References

Risk’s Opportunity's

Management Organizational

Issues Solutions

Organizational Advantages

Support Optimization

User Operational

Issues Process

Improvement Operational Advantages

Training Expert

features

CMO.com

• Adobe’s strategic choice to target CMO’s

Technologie & Onderwijs

• Joint marketing initiative for Microsoft & Partners

• Share technology learnings and practices with educators

• Monthly webinar program in “talkshow” setting

Content

Effectiveness

Match with Buyer journey

Match with Buyer persona

Sale

s C

ycle

< 1

mo

nth

>

1 y

ear

low

Business Impact high

Publications Webinars & Webcasts Blogs, White papers

Newsletters

Online product comparison Free trials, Incentives

Direct e-mail

Publications Communities

Blogs, References

Online advice & scan’s Request online info & quotes

Newsletters

Social Media Search

Ads

Match with product or service

Buyer Journey IDEA OREINTATION CHOICE

Commercial Director

Customer centricity strategy

KPI’s to monitor customer centricity

Knowledge of our Industry

IT Manager

IT Architecture roadmap

Implementation competences

Uptime & servicedesk

Marketing Manager

Connect with email marketing

Best selections and campaigns

360 Customer view

Sales Hassle using

Outlook & CRM How can I identify best

opportunities Easy to work with

Customer Service

Using 3 systems at the helpdesk

Integration with ERP system

User interface

Prioritize

Buyer Journey IDEA OREINTATION CHOICE

Commercial Director

ROUND TABLE REFERENCE

CASES

IT Manager

IMPLEMENTATION CHECKLIST

SLA

Marketing Manager

HOW TO GUIDE

Sales

Customer Service

SELF TEST

Match & Win

Case: AdoramaTV

• New York based camerastore for the professional user

• Need-to-know channel for product innovation and learning

• Over 267k subscribers

Communication

Media Strategy

Paid Media: Pay Per Persona

Grow your content, grow your media

Blog Blog Blog Blog

Webinar Webcast

White Paper How To

E-Book

profiles

Includes:

• Ratings

• Comments

• PR

• Shares & Likes

• Editorial Contributions

Earned Media

HubSpot

Did not claim but introduced “Inbound Marketing”

• Blog: > 1 mio views p/month

• Newletter: 380k subscribers

• Twitter: 481k followers

• Facebook: 730k likes

• LinkedIn: 92k subscribers

• YouTube: 15k subscribers

• SlideShare: 33k followers

Conversion

Sales: Funnel Management

Marketing:

Buyer Journey

Sales versus Marketing

Lead Nurturing Program

First download Deal

Content Marketing Program

Blog

Download

Educational emails

Webinar participation

Sales call

Proposal

6 – 12 Months

Choice Orientation Idea Usage Installation

KPI’s for Conversion

Organization

New Roles like:

• Chier Content Officer

• Managing Editor

• Content Creators

• Social Listener

• Content Curator

• Marketing Technologist

• …….

From Silo’s to Teams

Technology

Technology Landscape

Technology Basics