B2B Lead Generation: Map marketing content across buying cycle and personas


Find New Customers hosted a webinar featuring Jon Miller, VP, Marketing at Marketo.  Jon shared his “secret sauce” for lead generation. It was an excellent webinar for all of our Insiders at Find New Customers. (You can watch Jon and my webinar on demand at the Thought Leadership page at Find New Customers)

One of the key principals he shared was the process of mapping content to the way your customers buy.  Here’s an excellent ebook from www.junta42.com

clickpredictions2010[1] by Click Documents, sponsored by Marketo.

One of the things I did at A p l i c o r was develop buyer personas, map the buying process, industry, and other factors.  This enabled us to create a grid.  Over that grid we wrote down the questions and concerns that particular buyer, in that particular stage of the buying process, etc. would have.  Once we understand their specific concerns, we can start creating or finding content to fit the specific need of the buyer at that stage.

You can see a copy of the campaign matrix below.

Two key points raised by Jon in this webinar:

  1. Ensure the content is valuable to them, and not just you.
  2. Don’t do it all yourself.  Find other content and reuse it (with permission)

Unfortunately, I was not given a chance to finish the project at A p l i c o r, but this is the right approach to demand generation that more and more companies should be using.

Have you mapped content across the buying cycle and personas? If so, what resulted?

What do you think? We love comments and people who share.

Read my blog on Kindle

Jeff Ogden (@fearlesscomp) is President of the B2B lead generation consultancy, Find New Customers. He presented “How to Build an Awesome Personal Brand” at the 140 Social Media Conference and appeared to discuss B2B lead generation on Sales Lead Management Radio. To learn more about Jeff, please click on Who is the Fearless Competitor?

Find New Customers helps companies (with between 150 and 5,000 employees who sell complex products to businesses) to implement world-class lead generation programs. As companies struggle to create quality sales opportunities, they turn to lead generation companies like <a title="Find New Customers" href="http://www.findnewcust
Advertisements

23 thoughts on “B2B Lead Generation: Map marketing content across buying cycle and personas

  1. Jeff;
    Once again a valuable post and thanks to you and Jon for it. We, too, use a matrix to map content to personas and the stage they’re at in their buying cycle.
    The Content Map, as we call the matrix, also serves as a starting point for taking an inventory of existing content. If you create the personas and then define their stages and lay it all out in the matrix, then adding the content which already exists to the map means any holes in cells are places where you need to create, or reuse, a piece of content.
    Thanks.

  2. Hi Jeff,

    As always lots of useful ideas in this Marketo webinar which i listened to a few days ago.

    Looking forward to a ‘persona building’ workshop next week. This is all a great help.

    John

  3. What i do not understood is in fact how you’re now not actually much more well-favored than you may be now.

    You’re very intelligent. You recognize thus considerably relating
    to this matter, made me personally consider it from so many varied
    angles. Its like women and men don’t seem to be interested except it is one
    thing to do with Lady gaga! Your own stuffs outstanding.
    At all times maintain it up!

  4. Amis’s characters will always be playing and achieving played; his books
    are full of humiliating drubbings and pyrrhic victories about the
    tennis court, the pool, the darts oche. Capsule Force
    is really a decent party game to play for the hour or so when you wait to get a buddy with Super Smash Bros.

    There usually are numerous shows obtainable
    about the net and as well websites.

  5. I did not have much time prior to my following engagement as well as
    quickly located myself sitting down to eat at a wonderful
    dining establishment prior to returning to speaking about my capacities as well as
    exactly how I utilize them as well as doing readings and
    funneling spirits and animals.

  6. The stand is actually maybe not inflexible enough
    to hold the bike still if you are downfall an obstinate base bracket, yet you may
    acquire this started on the ground without major problem (often far better in order to get the make use of in any case!), and also the stand is excellent for the remainder.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s