The Task: Discover and develop effective editorial content—reports, fact sheets, white papers, etc.—for use in lead generation and prospect-to-customer lead conversion marketing automation programs.
Benefits to You: Develop a wide range of effective content deliverables to generate new sales leads and opt-ins for your lead generation programs, and use content to position your company and its sales team as trusted advisors to their prospects to increase prospect conversion rates.
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Course Module Description: Content Marketing for Marketing Automation 1
Effective lead conversion through marketing automation, driven by effective content, is the vital "second half" of your marketing program that helps you show positive return on your company's marketing costs from lead generation activities. By tracking every new lead as these prospects are converted to a new sale, as well as tracking additional sales from current customers resulting from your marketing automation program, these new sales can be applied to your lead generation marketing costs to show a positive ROI on your company's marketing investment.
Lead conversion, also known as lead nurture, are marketing automation programs that help to turn qualified prospects into buyers in B2B markets, where major decisions to purchase complex, expensive products, systems, and services usually require sales cycles of several months, or even years, and where multiple decision-makers at the prospect's company are also part of the buying process.
Relevant, problem-solving content is the most important element of these prospect-to-customer lead development programs: Content, in the form of e-mail sales rep communications, white papers, reports, fact sheets, analysis, and other deliverables, must be carefully defined and developed to answer the prospect's most common questions and concerns at each stage of their purchase decision-making process.
Each of these content deliverables are then delivered to prospects in two ways: By your sales reps when they communicate with prospects during their sales process, and by your company's marketing automation process, where content is sent over time, on a regular basis, to these prospects as they make their purchase decision, or for as long as they remain qualified prospects.
Developing effective content for each stage of your prospect's purchase decision-making process, and knowing when, where, and how to deliver this content through both your sales team and marketing automation system, helps to convince these prospects that your company and its sales rep on their account is their "trusted advisor," and that your product provides the best solution to their business, technical, or application problem.
This module provides a comprehensive introduction to content marketing, to create effective prospect-to-customer lead conversion programs.
This module is also available as part of our special Content Marketing Bundle, which includes two additional BMI modules covering keyword search and prospect-to-customer lead conversion using marketing automation, to provide critically important project-ready training for your B2B content marketing and lead conversion programs.
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In this module, you will learn how to:
Accurately define the problems solved by your company’s product or service, to develop highly targeted and effective content deliverables;
Discover and develop content topics to show prospects how they can solve their critical problems, increase revenues, or cut costs using your company’s product or service;
Utilize a variety of content formats in marketing automation-driven e-mail communications for prospect-to-customer conversion;
Develop effective content formats for use by your company’s sales team in their ongoing interactions with their prospects during the sales process.
You can also buy this module as part of our special Content Marketing Bundle, which includes two additional BMI modules covering keyword search and prospect-to-customer lead conversion using marketing automation, to provide critically important project-ready training for your B2B content marketing and lead conversion programs.
Check the Course Module Overview at right for detail on topics covered in this module . . .
Next: How Can I Use It? (Click Tab Above)
If your company sells complex, high-cost products requiring long sales cycles, this module gives you the proven, step-by-step methods for developing effective content for lead conversion programs in marketing automation:
To develop relevant, problem-solving content that answers the prospect's questions about your company's product, and shows prospects how and why your product is their best choice for solving their business problem or issue;
To support your sales team as they communicate with their prospects, by providing targeted content, example sales letter formats, e-mail templates, and other deliverables and support to help your sales rep become a "trusted advisor" to their prospect;
To deliver this content when it's needed, as part of individual contacts between your sales team and their prospects, and in e-mail campaigns, autoresponder e-mail promotions, and other parts of your ongoing marketing automation program
This module gives you the project-ready training you need to understand the fundamentals of content marketing, and to learn how to use a wide range of content in your marketing automation system for effective prospect-to-customer lead conversion and sales support.
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Includes printed workbook, module review .PDF, and online skill-builder, review, and examination.
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