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Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
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Searching... | 30000010253413 | HF5415.1265 A4126 2010 | Open Access Book | Book | Searching... |
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Summary
Summary
Turn prospects into buyers with apowerful emarketing strategy!
"Albee shows how smart business-to-business marketers learnabout buyers, tell a story, and greatly influence the B2B lead-to-saleprocess. This is your guide for Web marketing success."
David Meerman Scott, bestselling author of The New Rules of Marketing and PR and World Wide Rave
"A compelling read for both B2B marketing and salesprofessionals alike, eMarketing Strategies for the Complex Sale is a practicaland insightful how-to guide that will enable marketers to drive salesconversions and faster sales results."
David Thompson, CEO, Genius.com, and founder of the Sales 2.0 Conference
"Albee lays out a path to understanding buyer personas,building their trust, and delivering contagious content that they want to read.A must-read for B2B marketers looking to engage with today's buyers."
Steven Woods, CTO, Eloqua, and author of Digital Body Language
"If you're looking for a comprehensive, well-researched, single resource to plan,build, execute, and succeed in your eMarketing efforts, then buy this book!"
Barry Trailer, managing partner, CSO Insights
"New media, content marketing, social networking . . . Ardath cleverly wraps theseconcepts in a bow and makes this book required reading. . . . Become the expertresource for your customer and watch your business grow."
Joe Pulizzi, coauthor of Get Content Get Customers and founder of Junta42
About the Book
Web 2.0 has reshaped the role of marketingin the Complex Sales process. Because prospectsnow have instant access to informationabout your company and its products--andyour competitors--they can make buying decisionswithout ever communicating with you.Doing what you've always done simply won'twork anymore; you must entirely rethink howyou attract and compel buying behavior.
With eMarketing Strategies for the ComplexSale , expert B2B marketing strategist ArdathAlbee breaks new ground in the field of digitalmarketing and new customer acquisition.Albee offers techniques and tools for developingand executing strategies that are guaranteedto generate results.
The Internet offers an unprecedented opportunityfor creating trusted relationshipswith your prospects and customers--beforeyou ever "meet" them. Never before havemarketers enjoyed such a wide-reaching andvaried communication platform. Yet with allthe noise, you have to stand above the crowd.The key is to converse about meaningful andrelevant topics with your diverse audiences,to share your perspectives on what matters tothem. That's just what Albee teaches us to do.
eMarketing Strategies for the Complex Sale sharesmethods to help you:
Create eMarketing strategies basedon customer perspectives Use a contagious content structurefor competitive differentiation Establish trusted relationships Continuously measure, tune, andimprove your effectivenesseMarketing Strategies for the Complex Sale also shares proven approaches to collaboratingwith sales. You can leverage eMarketingto move leads further into the pipeline whilefocusing sales time and energy on highlyqualified opportunities. The results? Reducedtime to sales, increased sales productivity, andgrowing revenues.
eMarketing Strategies for the Complex Sale reveals processes critical to ensuring that youmake a powerful, measurable contribution tothe lengthy sales process--and to the longtermsuccess of your organization as a whole.
Author Notes
Ardath Albee is CEO and B2B marketing strategist for her consulting firm Marketing Interactions, Inc. She uses over 20 years of business management and marketing experience to help her clients create customer-focused e-marketing strategies that generate more sales-ready prospects. Her articles have appeared in CRM Today , Selling Power , B2B Magazine , Rain Today's Special Reports , and Enterprise CRM News.
Table of Contents
Foreword | p. xi |
Foreword | p. xv |
Acknowledgments | p. xix |
Part I eMarketing Essentials | |
Chapter 1 Why eMarketing Is a Big Opportunity for Complex Sales | p. 3 |
The Shift to Self-Education | p. 7 |
Six Things to Change About Your Content and Communications | p. 8 |
Offline versus Online | p. 10 |
What You Need to Know | p. 11 |
Chapter 2 The Mutual Rewards of eMarketing Strategies | p. 13 |
Rewards for Your Company and You | p. 14 |
Rewards for Them (Your Customers and Prospects) | p. 17 |
Shaping the Story | p. 19 |
Part II Customer Consensus | |
Chapter 3 Using Personas to Understand Your Customers | p. 23 |
Customer Profiles-The Wide-Angle Lens | p. 25 |
Why a Persona Is Different from a Profile | p. 27 |
Creating Personas | p. 29 |
Chapter 4 Leverage Your Buyer Synopsis | p. 33 |
Create a Buyer Synopsis | p. 34 |
Use Social Media for Persona Development | p. 37 |
Personalization-One Step at a Time | p. 39 |
Chapter 5 The Buying Process | p. 41 |
The Role of Content in the Buying Process | p. 43 |
Apply Content to Personas | p. 46 |
Part III Natural Nurturing | |
Chapter 6 Put the Natural in Nurturing | p. 51 |
Create a Conversational Context | p. 53 |
The Role of Rich Media | p. 56 |
Leverage Inbound Interactions | p. 59 |
Chapter 7 Capitalize on Cause | p. 63 |
From Status Quo to Priority Shift | p. 65 |
Become the Anchor | p. 66 |
Keep Your Assumptions on Track | p. 67 |
Create Content that Pulls Buyers Forward | p. 69 |
Chapter 8 Construct a Framework for Content Strategy Execution | p. 73 |
Assemble a Natural-Nurturing Track | p. 75 |
Syndication Expands Nurturing Reach | p. 77 |
Frequency, Reach, and Shift | p. 78 |
HubSpot Attracts Customers at Unprecedented Rates: A Case Study | p. 79 |
Effective Nurturing Execution | p. 81 |
Remember Your Existing Customers | p. 83 |
Part IV Contagious Content | |
Chapter 9 Why Contagious Content Increases Engagement | p. 87 |
Relevance Is King | p. 89 |
Simplicity Trumps Volume | p. 90 |
Contagious Content Requires Planning | p. 92 |
Chapter 10 Content Structure for Competitive Differentiation | p. 95 |
Education-What Buyers Need to Know | p. 97 |
Expertise-Why Your Company Is the High-Value Choice | p. 99 |
Evidence-Let Your Customers Do the Talking | p. 100 |
Sales Conversational Briefs | p. 102 |
DealerOn-Contagious Content in Execution: A Case Study | p. 103 |
Chapter 11 Create Content to Increase Attraction Value | p. 107 |
Urgency-Why Your Message Is Important-Now! | p. 108 |
Impact-What's in It for Them? | p. 110 |
Effort-The Perceived Energy Required to Pay Attention | p. 111 |
Reputation-What's Known about Your Company | p. 112 |
Intent-What Your Audience Thinks You Want | p. 113 |
Examples of How Catch Factors Can Influence Behavior | p. 115 |
An Example of Catch Factors in e-Mail Messages | p. 116 |
Why Catch Factors Are Important for Today's Marketers | p. 118 |
Chapter 12 Design Your Marketing Story | p. 121 |
The Significance of Stories | p. 123 |
Stories Instigate Momentum | p. 124 |
Design Content to Create Mindshare | p. 126 |
Authorial Styles-Which to Use When | p. 128 |
Quick Guide to Writing a Marketing Story Article | p. 131 |
Chapter 13 Expand Story Impact with Amplifiers | p. 133 |
The Nature of Amplifiers | p. 134 |
Focus Squarely on the Customer | p. 141 |
Part V Persistent Progression | |
Chapter 14 How to Facilitate Prospect Progression | p. 145 |
Intellitactics Increases Qualified Demand: A Case Study | p. 146 |
Tell Me More ... | p. 149 |
The Gift of Going Wide | p. 153 |
Conversations Accelerate Nurturing Progression | p. 154 |
Buyer Evolution | p. 156 |
Chapter 15 Scoring for Prospect Progression | p. 159 |
Points for Content-Driven Interactions | p. 161 |
Marketo Walks Its Talk: A Case Study | p. 164 |
Microsites | p. 166 |
E-Mail Newsletters | p. 168 |
Progressing Prospects to Sales | p. 169 |
Chapter 16 Alignment Accelerates Progression | p. 173 |
The Handoff and the Take-Back | p. 175 |
Influencers and Detractors | p. 176 |
Incorporating Insights | p. 177 |
Create a Useful Sales Portal | p. 180 |
End-Game Stamina | p. 183 |
Chapter 17 Stories that Progress Sales Conversations | p. 185 |
Conversational Gambits | p. 187 |
Customers Like Them | p. 189 |
Attainable Objectives | p. 191 |
Presentations with Punch | p. 192 |
Part VI Meaningful Metrics | |
Chapter 18 Quantifying Marketing Results | p. 197 |
Engagement Metrics | p. 199 |
Origination Sources for Opt-In Programs | p. 203 |
Marketing's Impact on Sales | p. 205 |
Chapter 19 Opportunity Quality and Sales Results | p. 211 |
Opportunity Quality | p. 212 |
Sales Results | p. 213 |
Chapter 20 Feedback and Dialogue | p. 219 |
In Tune and In Touch | p. 221 |
Story Ideas from Third Parties | p. 223 |
Applied Listening | p. 225 |
Improved Personalization | p. 226 |
Chapter 21 Social Contributions | p. 229 |
Virtual Engagement | p. 231 |
Participation Speaks Volumes | p. 232 |
The Value of Social Media | p. 235 |
Notes | p. 237 |
Index | p. 240 |
About the Author | p. 250 |