Did you know that 92% of buyers use a search engine first when beginning a selection process? Your buyers have changed the way they buy; if you don’t change the way you market to them you risk being irrelevant. In this presentation marketing expert Reed Overfelt, CEO of FullQuota, shares the keys to creating content that gets you found when your prospects are looking. In this informative presentation you’ll learn: • How to understand what your buyer is looking for • How to tie your content to a prospect’s natural buying cycle • How to creating amazing content that your target buyer will care about • How to measure the effectiveness of your content

1. MARKETERS:
START THINKING LIKE PUBLISHERS &
SOCIALIZERS
Reed Overfelt

3. Yesterday’s approach:
“GET IN THEIR FACE”
when they’re not looking.
Today’s approach:
“GET FOUND”
when they are looking.

4. That means you need to be here…

5. …and here

6. …and here

7. …and here

8. …and don’t forget here

9. HOW?

10. thinking like a
marketer or
advertiser…

11. …START thinking
like a publisher and
socializer.

12. 1 Understand
your buyer!

13. Understand why executives are different

Have unrelenting demands on their
time

Spend most of their day in meetings

Hate being pitched

Need to sell decisions internally

Trust their peers and inner circle

Are very quick studies

14. And what executives value

Return on time invested

Outcomes-based content and
conversation

Prescriptive value and case-based
discussions

Peer input and relationships

Connection to experts and high-value
thinking

15. 1
2 Outline your basic
buying cycle!

16. PIPELINE STAGE
BUYER’S OBJECTIVE
Awareness (TOP)
Prospect knows there’s a problem
that needs to be solved
Consideration (MIDDLE)
Purchase (BOTTOM)
FOLLOW
DOWNLOAD
PARTICIPATE
INQUIRE
ENGAGE
Prospect recognizes a need for a
solution like yours
Prospect seeks solution to their
need; ready to buy
VAGUE NOTION
OF ‘POSSIBLE’
SOLUTION
INTERESTED IN
A SOLUTION
RESEARCHING
VENDORS
EVALUATING
PRODUCTS
NARROWING
FIELD
REFERENCE
CHECK
NEGOTIATING
PURCHASE
KEY OUTCOMES
SUBSCRIBE
OPEN
VIEW
SHARE

17. 3 Map your content
to your buying
cycle!

18. Conversion is a process, not an
event.

19. PIPELINE STAGE
BUYER’S OBJECTIVE
Awareness (TOP)
Prospect knows there’s a problem
that needs to be solved
VAGUE NOTION
OF ‘POSSIBLE’
SOLUTION
INTERESTED IN
A SOLUTION
RESEARCHING
VENDORS
EVALUATING
PRODUCTS
NARROWING
FIELD
REFERENCE
CHECK
NEGOTIATING
PURCHASE








Consideration (MIDDLE)
Purchase (BOTTOM)
Prospect recognizes a need for a
solution like yours
Prospect seeks solution to their
need; ready to buy
TREND
REPORTS
ARTICLES
Q&A
WEBINARS
Q&A
EBOOKS
STEP-BY-STEP
WEBINARS
STEP-BY-STEP
EBOOKS
FAQ
SHEETS
DEMO
VIDEOS
FEATURE
GUIDES
CASE
STUDIES
ANALYST
REPORTS
eNEWSLETTER
CUSTOMER
TESTIMONIALS
DATA
SHEETS
DEMOS
ROI
CALCULATORS
CHECKLISTS
KEY OUTCOMES
SUBSCRIBE
OPEN
VIEW
SHARE
FOLLOW
DOWNLOAD
PARTICIPATE
INQUIRE
ENGAGE
PRICE
GUIDES

20. Create an
4
editorial
calendar

21. People process information
better in bite-sized chunks.

22. Schedule your content a little bit at a time…
Content Progression
Schedule
Outcome
Email industry trend report
Day 1
Open, Share, Download
Publish industry trend report messages to Twitter, Facebook Pages, and LinkedIn
Groups
Day 1, 5, 7, 10, 13, 15, 21,
22, 23, 24, & 25
Share , Download
Send weekly e-newsletter
Day 7
Open , Share
Send weekly e-newsletter
Day 14
Open, Share
Send personal invitation to attend industry trend webinar
Day 20
Attend
Publish industry trend webinar messages to Twitter, Facebook Pages, and LinkedIn
Groups
Day 20, 22, 24, 26, 27, 28,
29, & 30
Share, Attend
Send weekly e-newsletter
Day 23
Open
Send link to recorded industry trend webinar
Day 30
View
Publish industry trend webinar recording messages to Twitter, Facebook Pages, and
LinkedIn Groups
Day 30, 32, 34, 36, 38, &
40
Share, Listen
Send weekly e-newsletter
Day 30
Open
Personal invitation to attend product demo webinar
Day 60
Attend, Convert

23. Create amazing content
5
your buyers care about!

24. Your target buyers have
interests, problems, questions.
Speak to them!

25. Tip #1
Get to the point.

26. Tip #2
Make it matter.
“THE FUTURE DEPENDS ON
WHAT WE DO IN THE PRESENT.”
-Mahatma Gandhi

27. Tip #3
Tell stories.

28. Tip #4
Push beyond the normal.

29. 6 Optimize your content for your
buyer & search engines

30. On average, 8 out of 10
people read a headline.

31. But only 2 will decide to read
the full copy.

32. 92%
of online users first use search engines to
look for services and products

33. Off-Page SEO
On-Page SEO
Ranking Algorithm
f(n)
=
Relevance
+
Authority

34. 7 Publish and socialize
your content in the
right places

35. ?
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or partnership with any of the individual companies, or approval,
sponsorship, or endorsement by any of the individual companies.

36. Channel #1:
Blogging

40. Blog, and blog often.

41. Channel #2:
LinkedIn
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or partnership with any of the individual companies, or approval,
sponsorship, or endorsement by any of the individual companies.

44. LinkedIn is a must
for B2B marketers.
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or partnership with any of the individual companies, or approval,
sponsorship, or endorsement by any of the individual companies.

45. Channel #3:
Facebook

49. Facebook is an effective B2B
marketing tool. It’s just not
as good as some of the
others (yet!).
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or partnership with any of the individual companies, or approval,
sponsorship, or endorsement by any of the individual companies.

50. Channel #4:
Twitter
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or partnership with any of the individual companies, or approval,
sponsorship, or endorsement by any of the individual companies.

51. SOURCE: EMARKETER, APRIL 2011

55. Twitter = influence.
Start tweeting relevant, original
content you want to be shared!

56. Channel #5:
Paid Search

57. Paid search is a
great way to get
your content found
fast.
Organic is still best long term!

58. Channel #6, 7 & 8:
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or partnership with any of the individual companies, or approval,
sponsorship, or endorsement by any of the individual companies.
Google+
Pinterest
Instagram

59. 8
Keep score and measure
everything!

60. If you cannot measure it,
You cannot improve it.
- Lord Kelvin

61. Social Media
Social Media
Email
Organic
PPC
Display
Landing Page
14%
Conversion
Rate
22%
Conversion
Rate
32%
Conversion
Rate
25%
Conversion
Rate
9%
Conversion
Rate

62. 1
Understand Your Buyer
2
Outline Your Buying Cycle
3
Let’s
recap
Map Your Content
4
5
6
7
8
Create an Editorial Calendar
Create Amazing Content
Optimize Your Content
Publish and Socialize
Measure Everything

63. ARE YOU READY TO
GROW
YOUR COMPANY?
CONNECT WITH ME TODAY
http://www.linkedin.com/in/reedoverfelt

64. Image Sources
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Slides 3 & 4: Source: Marketo Report “The Ultimate Revenue Engine”
Slide 11: Purchased from iStockphoto (http://www.istockphoto.com/license)
Slide 12: c/o http://www.free-desktop-backgrounds.net/Miscellaneous-pictures/Signs-wallpaper-images/Stop-sign.html
Slide 13 - PImage source - Purchased from iStockphoto (http://www.istockphoto.com/license)
Slide 14 - Image source - Purchased from iStockphoto (http://www.istockphoto.com/license)
Slide 15 - Purchased from iStockphoto http://www.istockphoto.com/license
Slides 16-20- Purchased from iStockphoto http://www.istockphoto.com/license
Slide 19 - Social icon graphic created by YMKM Agency, LLC; Mouse image courtesy of Microsoft clipart
Slide 22 - Purchased from ShutterStock http://www.shutterstock.com/licensing.mhtml
Slide 23 - Purchased from ShutterStock http://www.shutterstock.com/licensing.mhtml
Slide 24 - FullQuota
Slides 25-27, 58 - Courtesy of Microsoft clipart + YMKM Agency LLC illustration
Slide 27: Courtesy of psdgraphics.com
Slide 28; Public Domain: http://commons.wikimedia.org/wiki/File:Juhu_1944.jpg
Slide 29: Purchased at Dreamstime.com: http://www.dreamstime.com/terms
Slide 30: Purchased at Dreamstime.com: http://www.dreamstime.com/terms
Slide 31: Purchased from iStockphoto http://www.istockphoto.com/license
Slide 36: Purchased from iStockphoto (http://www.istockphoto.com/license)
Slide 37: Purchased from iStockphoto (http://www.istockphoto.com/license)
Slide 38: courtesy Social Icon Studio http://www.socialiconstudio.com/2010/11/3d-side-view-free-social-icons.html
Slide 39-41: Hubspot: State of Inbound Marketing Report 2011
Slide 42:from Microsoft clipart + YMKM Agency LLC illustration
Slide 43: courtesy Social Icon Studio http://www.socialiconstudio.com/2010/11/3d-side-view-free-social-icons.html
Slide 44 & 45: Hubspot: State of Inbound Marketing Report 2011
Slide 46 & 47: courtesy Social Icon Studio http://www.socialiconstudio.com/2010/11/3d-side-view-free-social-icons.html
Slide 48: Source: COMSOURCE, FEBRUARY , 2011
Slide 49 & 50: Hubspot: State of Inbound Marketing Report 2011
Slide 51: courtesy IconFinder http://www.iconfinder.com/icondetails/58857/128/facebook_icon
Slide 52: urtesy IconArchive http://www.iconarchive.com/show/vector-twitter-icons-by-iconshock/twitter-3d-icon.html
Slide 53: Source: EMARKETER, April 2011
Slide 54-56:Hubspot: State of Inbound Marketing Report 2011
Slide 57: Image: courtesy IconArchive http://www.iconarchive.com/show/vector-twitter-icons-by-iconshock/twitter-3d-icon.html
Slide 58: Image source - Purchased from iStockphoto (http://www.istockphoto.com/license)
Slide 60: Purchased from iStockphoto (http://www.istockphoto.com/license)
Slide 62:Image source - http://en.wikipedia.org/wiki/File:Lord_Kelvin_photograph.jpg
Slide 63: Source: Hubspot, Conversion Centered Design – Essential Elements of High Converting Landing Pages