eMarketing Strategies for the Complex Sale

Contents

Foreword by Jill Konrath
Foreword by Brian Carroll

Part 1 eMarketing Essentials

eMarketing strategies help companies build trusted relationships that generate demand.

Chapter 1 Why eMarketing Is a BIG Opportunity for Complex Sales

• The Shift to Self-Education
• Six Things to Change About Your Content and Communications
• Offline versus Online
• What You Need to Know

Chapter 2 The Mutual Rewards of eMarketing Strategies

• Rewards for Your Company and You
• Rewards for Them (Your Customers and Prospects)
• Shaping the Story

Part 2 Customer Consensus

To create sustainable and trusted relationships, companies need to thoroughly understand their customers and agree on the unique definitions for each market segment.

Chapter 3 Using Personas to Understand Your Customers

• Customer Profiles—The Wide-Angle Lens
• Why a Persona Is Different from a Profile
• Creating Personas

Chapter 4 Leverage Your Buyer Synopsis

• Create a Buyer Synopsis
• Use Social Media for Persona Development
• Personalization—One Step at a Time

Chapter 5 The Buying Process

• The Role of Content in the Buying Process
• Apply Content to Personas

Part 3 Natural Nurturing

Persona-driven engagement accelerates and expands revenue opportunities.

Chapter 6 Put the Natural in Nurturing

• Create a Conversational Context
• The Role of Rich Media
• Leverage Inbound Interactions

Chapter 7 Capitalize on Cause

• From Status Quo to Priority Shift
• Become the Anchor
• Keep Your Assumptions on Track
• Create Content that Pulls Buyers Forward

Chapter 8 Construct a Framework for Content Strategy Execution

• Assemble a Natural Nurturing Track
• Syndication Expands Nurturing Reach
• Frequency, Reach, and Shift
• HubSpot Attracts Customers at Unprecedented Rates: A Case Study
• Effective Nurturing Execution
• Remember Your Existing Customers

Part 4 Contagious Content

The right content makes all the difference.

Chapter 9 Why Contagious Content Increases Engagement

• Relevance Is King
• Simplicity Trumps Volume
• Contagious Content Requires Planning

Chapter 10 Content Structure for Competitive Differentiation

• Education—What Buyers Need to Know
• Expertise—Why Your Company Is the High-Value Choice
• Evidence—Let Your Customers Do the Talking
• Sales Conversational Briefs
• DealerOn—Contagious Content in Execution: A Case Study

Chapter 11 Create Content to Increase Attraction Value

• Urgency—Why Your Message Is Important—Now!
• Impact—What’s in It for Them?
• Effort—The Perceived Energy Required to Pay Attention
• Reputation—What’s Known about Your Company
• Intent—What Your Audience Thinks You Want
• Examples of How Catch Factors Can Influence Behavior
• Why Catch Factors Are Important for Today’s Marketers

Chapter 12 Design Your Marketing Story

• The Significance of Stories
• Stories Instigate Momentum
• Design Content to Create Mindshare
• Authorial styles—Which to Use When
• Quick Guide to Writing a Marketing Story Article

Chapter 13 Expand Story Impact with Amplifiers

• The Nature of Amplifiers
• Focus Squarely on the Customer

Part 5 Persistent Progression

Consistently move prospects through their buying process.

Chapter 14 How to Facilitate Prospect Progression

• Intellitactics Increases Qualified Demand: A Case Study
• Tell Me More . . .
• The Gift of Going Wide
• Conversations Accelerate Nurturing Progression
• Buyer Evolution

Chapter 15 Scoring for Prospect Progression

• Points for Content-Driven Interactions
• Marketo Walks Its Talk: A Case Study
• Microsites
• E-Mail Newsletters
• Progressing Prospects to Sales

Chapter 16 Alignment Accelerates Progression

• The Handoff and the Take-Back
• Influencers and Detractors
• Incorporating Insights
• Create a Useful Sales Portal
• End-Game Stamina

Chapter 17 Stories that Progress Sales Conversations

• Conversational Gambits
• Customers Like Them
• Attainable Objectives
• Presentations with Punch

Part 6 Meaningful Metrics

Quantitative measures can prove marketing's business impact.

Chapter 18 Quantifying Marketing Results

• Engagement Metrics
• Marketing’s Impact on Sales

Chapter 19 Opportunity Quality and Sales Results

• Opportunity Quality
• Sales Results

Chapter 20 Feedback and Dialogue

• In Tune and In Touch
• Story Ideas from Third Parties
• Applied Listening
• Improved Personalization

Chapter 21 Social Contributions

• Viral Engagement
• Participation Speaks Volumes
• The Value of Social Media

Notes
Index
About the Author