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1. Content that drives conversions.
A Better B2B Marketing Session
Nolin LeChasseur, Partner, Brainrider
@nolin
@brainrider

2. Safe harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties
materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results
expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be
deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other
financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any
statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new
functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our
operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any
litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our
relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our
service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to
larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is
included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent
fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor
Information section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently
available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions
based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these
forward-looking statements.

3. Nolin LeChasseur
Partner, Brainrider
@nolin

4. Content is hard work and it’s expensive.

5. Too much B2B content doesn’t deliver enough value.

6. TWEET THIS!
#DF13
@Brainrider
The buyer is in control.

7. It’s not
about
you.

8. 5 truths of better content.
Customer-focused
Demonstrates subject matter expertise
Aligned with programs
Easy to publish & share
Measurable performance

9. Buyers need content to make a buying decision.
What’s my
problem?
How do I fix
my problem?
Are you
right for me?

10. Buyers want content that solves a problem…
Übersuggest

11. … aligned to their buying decision.
If your
customer
is asking:
What’s my
problem?
How do I fix
my problem?
Are you
right for me?
They
want:
Education &
Benchmarks
Solution Options &
Product Suitability
Proof Points &
Decision Support
What to
share
with
them:
• Trends
• Benchmarks
• Analyst coverage
• 101 Education
• How to guides
• How other people
are solving this
• What is the solution & how
does it work
• Solution comparisons
• Pitfall analysis
• Readiness & suitability
assessments
• How to choose a vendor
• Pricing
• Bench strength
demonstration
• Case studies
• ROI/TCO
• Working with us
• How to buy

12. 1. Identify, plan, and organize
by customer needs & pains
5 keys
to creating
content
that
converts.
2. Leverage your company’s
subject-matter expertise
3. Target buyer intent search
keywords and phrases
4. Describe your content using
customer language
5. Test & learn with light tactics,
then scale winners into
heavier tactics
6. DF13 Salesforce.com bonus

13. TWEET THIS!
#DF13
@Brainrider
Identify, plan, and
organize your content
by customer needs
and pains.

14. Too many websites are all about the company.
Solutions
Products
About Us
Services
Company News
Partners
Customers
Resources

15. Too many resource centers are organized by format.

16. Identify your buyer’s needs & pains.
How to …
How do I …
Do I need more/less …
Should we …
Comparing …
Choosing a …

17. Plan & organize resources by buyer needs & pains.

18. Plan & organize your site by buyer needs & pains.

19. TWEET THIS!
#DF13
@Brainrider
Leverage your
company’s subject
matter expertise.

20. Citibank targets SMBs…

21. …with marketing advice.

22. Find your customer-centric subject matter expertise.
Who are your SMEs and what do they know?
Reverse engineer what you already sell
Ask your customer-facing staff
What search terms are driving site traffic?
What on-site search terms are common?
What searches are high volume?

23. TWEET THIS!
#DF13
@Brainrider
Target buyer-intent
keywords and phrases.

24. Look at longer search queries for buyer intent.
MARKETING AUTOMATION…
…jobs in San Francisco
…pricing comparison
…landing page templates
…implementation guide
…alternatives
…consulting hourly rate
…white paper
…requirements document
…pricing
…contract terms
…best practices
…structure of team

25. Look at longer search queries for buyer intent.
MARKETING AUTOMATION…
…jobs in San Francisco
…pricing comparison
…landing page templates
…implementation guide
…alternatives
…consulting hourly rate
…white paper
…requirements document
…pricing
…contract terms
…best practices
…structure of team

26. TWEET THIS!
#DF13
@Brainrider
Describe your
content using
customer language.

27. Which one is buyer-focused?
Marketing Automation
Requirements Document
Example & Template
How To Sell
Marketing Automation
To Your Boss
Another Better B2B Marketing Resource
Another Better B2B Marketing Resource

28. Which one is buyer-focused?
Marketing Automation
Requirements Document
Example & Template
How To Sell
Marketing Automation
To Your Boss
Another Better B2B Marketing Resource
Another Better B2B Marketing Resource

29. Which one is buyer-focused?
Marketing Automation
Buyer’s Guide
Marketing Automation
Solution Comparison Guide
Another Better B2B Marketing Resource
Another Better B2B Marketing Resource

30. Which one is buyer-focused?
Marketing Automation
Buyer’s Guide
Marketing Automation
Solution Comparison Guide
Another Better B2B Marketing Resource
Another Better B2B Marketing Resource

31. TWEET THIS!
#DF13
@Brainrider
Test & learn
with light tactics,
then scale winners
into heavier tactics.

32. Test & learn with light tactics.
Social media sharing
Social publishing
Blogging / guest blogging
Article syndication / contribution

33. Repurpose existing assets.
Dense marketing assets: White papers, ebooks
Recorded media: webinars, podcasts, videos
Image media: infographics, illustrations, presentations
Training materials
Support manuals, user forums, knowledge base
RFP responses & sales proposals

34. Measure website engagement.

35. Measure content engagement.

36. Measure form & landing page conversions.

37. Research what contributed to won opportunities.
RESOURCE
Marketing Automation
Optimization Checklist
RESOURCE
Better B2B
Marketing Checklist
RESOURCE
2013 B2B Marketing
Budget Allocation Tool
WEB VISIT PAGEVIEWS
Web content about
planning & content

38. TWEET THIS!
#DF13
@Brainrider
Share buyer-need
insights with your
sales team to support
more relevant follow-up.

39. Share prospect activity history with sales reps

40. Score prospects for need based on engagement

41. Ensure sales follow-up on sales CTA engagement

42. Track high value activities in Salesforce campaigns

43. Measure the value your campaigns are creating

44. Learn from what other companies are doing well.

45. What next?
Ask questions.
Get these slides, or book a 1-on-1 meeting: brainrider.com/nolin
Subscribe to more helpful B2B Marketing content:
@Brainrider | @Nolin
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46. All about Brainrider Knowledge Marketing Group
Brainrider is a good listener, a great thinker, and a
“make it happen” full-service B2B marketing agency with
the mission of delivering better results by helping you:
§ Use content marketing to tell a compelling story about your
complex B2B software, hardware, or professional services solutions
§ Update your website to generate more leads and expand your
online marketing presence
§ Implement programs that attract, acquire, nurture, and qualify
more leads