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:
- Ensure the content is valuable to them, and not just you.
- 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.
Fearless Competitor by Jeff Ogden 
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.
Thanks for your comment, Eric. Could not agree more on the next for a content map.
Jeff Ogden, the Fearless Competitor
Find New Customers “Lead Generation Made Simple”
http://www.findnewcustomers.com
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
Wife commented that she couldn’t smell it anyway – which is surprising, because she actually is expecting and smells
ANYTHING.
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!
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.
Oracles require individuals to be respectful and not
to disrupt them with worthless questions including duplicating the same inquiry.
Join with Zodiac Psychics today to engage with countless new clients via on-line chat, phone
or e-mail.
In the lasting, these costs will frequently exceed as
well as exceed whatever amount that you could dealing with invested in your initial assets in a
bike.
For clothing dryers with dust filters situated atop the device, the 1st
step in disassembling is to eliminate the screws found together with the lint filter port.
Yet another suggestion to create this quick and easy for you to screw, is actually to screw in the screw on each
of the lumber pieces prior to you attach them together.
The children today are below to change the world and
aid us all to stay in better harmony, peace and joy with
one another.
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.
Volvo has actually superceded the component to
brand new strengthened styles (several times) that final a bit longer,
but the issue still lingers even in versions as brand new as 2008.
Considering that you lack the spaces that exist in separate
gutter pieces, there are actually no divots where water may
drip.
In the event that those issues occur to your
car, that is actually generally merely after
your car is actually driven pass the guarantee time frame.
I compensated over $1500+$250 for a treadmill as well as white colored glove shipment service which I carry out certainly not invite my things.
When purchasing from an utilized device business that
provides a warranty, finding the clothing dryer work prior to hand is
actually not required.
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.
I had actually nearly lost hope on converting my outlet device heating system coming from Natural Gas to Propane.
The 2nd concern I can observe is actually not managing to deal with the non travel side without transforming the bike around.