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.

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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

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.

  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.


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