Today Find New Customers hosted a webinar today 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.
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 Aplicor 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 at below left.
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 Aplicor, but this is the right approach to demand generation that more and more companies should be using.
What do you think? Have you mapped content across the buying cycle and personas? If so, what resulted?
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Jeff Ogden is President of Find New Customers, a demand generation company and author of the highly acclaimed lead generation white paper, How to Find New Customers, as well as numerous eBooks, webinars, podcasts, case studies and more. (Go into iTunes, go to the store and search on “demand generation”) His company, Find New Customers helps companies fix the poor quality of sales leads problem.
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.
Hi Jeff,
As always lots of useful ideas in this Msrketo 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