What Comes After Content

WHAT COMES AFTER CONTENT MARKETING

Redefining the Prospecting Process With $

SLIDESHARE (SEPTEMBER 2014)

buiitime.com

Cold calling…

…blast emailing

And even old fashioned entertaining!...

Cartoon, or image of someone at dinner.

Yes, people still do this.

…has given way to a more complex (and jumbled) web of Marketing Technology...

Email Marketing

Aggregation

CRM

Ads

Chatting

SEOChatting

Data Lists

Collaborating

Landing Pages

Customer Surveys

Loyalty

Cloud

Referrals

Blogging

LoyaltySocial Media

Analytics

ETC...

Adding in the provider names would make for

a seemingly endless number of

MarketingTech configurations.

PR

Mobile Games

Webinars

Content Development

Automation

…where RELEVANT Content delivery is front and center.

Reserved For Content

The CMO…

…or CMT

That’s Chief Marketing Technologist, if you

have one.

…or if you’re a small business owner…

YOU

…is faced with the daunting task of

1. researching (sorting through many providers)

2. acquiring (negotiating with many providers)

3. staffing for (avoiding the weak link)

4. deploying (getting everything to work together)

5. and optimizing this

… into some semblance of this…

MarketingTech Tool 1




MarketingTech Tool …

ContentCircles are great for showing how harmonious things can

be, if only they were!

…to Deliver this…

PROSPECT

…to him.

CONTENT

Overwhelming, isn’t it?

OK, Let’s Start From The

Beginning!

The Main Goal of Creating and Delivering Content,

by whatever means, …Old School New School

Content






… is to engage a prospect in a MEANINGFUL DISCUSSION about your product/service offering, whether it’s…

There are other reasons to deliver content; building brand awareness, SEO, engagement, reduce acquisition

cost, …

On-line

In-Person On the phone…

At an event

…which hopefully leads to a

SALE!

…but none of that matters unless you sell something! That’s why “driving

sales” is the top reason for developing content!

But it seems these days with the abundance of MarketingTech to choose

from, there is a lot of jumping through …

Or burning through….

…to see what works!

SO WHAT’S NEXT?

TRY

Dollars!

This is where it gets a little wordy.

What?

Every time a prospect meets with a salesperson, the prospect could have done something else with their time.

In Econ 101, that’s referred to as an

OPPORTUNITY COST.

What’s the potential opportunity cost for a prospect?

Find out, ask them, research it.

Their hourly wage. Cost of not seeing a patient.

Foregone meeting with a client.Lost sale.

Personal time lost.

Less billable hours.Lost productivity.

THEN OFFSET IT, and BUY THERE TIME!

What better way to meet with a prospect than to Value Their Time!

Don’t take it the wrong way!

Content has it’s place.

But the simple fact is in a competitive market, where everyone is investing in, creating and delivering quality Content,

Content is not hard to find.

So how do $ make their way into today’s MarketingTech web?

$

$

$

$

$

For a business with an established MarketingTech program, $ can be part of it.


$ Paid To A Prospect




Content Prospect Engagement- Meeting- Call- Webinar- Conference attendance- Etc

Prospect Engagement

Or $ can start it.

A streamlined way to prospect, where you know your

marketing spend. Simple, and effective for a small business! The content delivered is your

solution. Think about it!

CRM$ Paid To

A Prospect

Or $ can redefine it!

Content

ProspectEngagement






Hey! It’s no longer about prospecting for meetings via Content. It’s about Branding,

Advertising, Promoting…

Go Direct.

$ Paid To A

Prospect

So it’s not a

match,

but a “What comes next one?”

$ Contentvs.

And given that $

- can be directly valued (unlike Content)

- can distintermediate the main purpose of Content

- and is a lot easier to figure out…

What’s the “true cost of content”, and how does that translate into a Meaningful discussion with a

prospect, and then into a sale? I bet you have to estimate, or give

a range for this value.

If they had to choose, would a client take your content, or the $

you paid to develop and distribute the content? When it’s meeting time, the truth is, they want to know about your

solution, not a value add piece! Skip the content, and pay the

prospect. WIN – WIN!

No expensive web of MarketingTech to figure

out, in hopes to making it work. $ Work!!!!

…we believe $ will find a seat close to Content, near the front row.

Reserved For Content

$

* BuiiTime is a registered trademark of BuiiTime LLC

“The key is in not spending time, but in investing it."- Stephen R. Covey

“Time is the coin of your life... Be careful lest you let other people spend it for you.” - Carl Sandburg

"Time is really the only capital that any human being has, and the only thing he can’t afford to lose.”- Thomas Edison

BuiiTime (Buy + Time) – Where time really is $A few of our favorite quotes

“Remember, time is money.”- Benjamin Franklin

Date post:	18-Dec-2014
Category:	Marketing
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