Content Driven Demand Generation
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The starting point of an effective content driven strategy is knowing your audience. Generating content that is relevant to prospects based on their needs and progress in the buying journey maximises relevance to the buyer, thereby heightening their engagement. Developing personas: The underlying idea of content marketing is understanding the challenges your prospects face to develop relevant content that will attract them towards your brand. Personas are based on customer needs rather than traditional customer profiling which aligns with data segmentation and targeting for outbound marketing. We think understanding the needs of prospects and building a journey through inbound, content and marketing automation makes a lot of sense. CONTENT DRIVEN Demand Generation for the IT buying journey WHO ARE THEY? TECH BUYER PERSONA WHAT DO THEY WANT FROM YOU? @HitFirstBase facebook.com/HitFirstBase linkedin.com/company/ first-base-communications www.hitfirstbase.com info@hitfirstbase.com NEEDY FIRST TIMER GROWING BUSINESS PROVISIONING A NEW PROJECT This customer is the next YouTube. They have a great business idea and they want the right partner to see them through the early days and help them achieve their ambitions. What matters to them? • Price • Being taken seriously • Scalability • Cultural fit • Getting things right the first time This customer has a growing business that needs to upgrade its own service to customers and re-focus energy to its core business. What matters to them? • Their own time • Technical expertise and support • Credentials This persona is the biggest cog in this decision-making wheel, and he knows it. Both technically and commercially experienced, he is arriving at the door with some specific issues and selection criteria that need to be satisfied. What matters to them? • Minimising risk • Improving performance of current IT solutions • Solutions that are relevant to their specific requirements
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Transcript of Content Driven Demand Generation
The starting point of an effective content driven strategy is knowing your audience. Generating content that is relevant to prospects based on their needs and progress in the buying journey maximises relevance to the buyer, thereby heightening their engagement.
Developing personas: The underlying idea of content marketing is understanding the challenges your prospects face to develop relevant content that will attract them towards your brand. Personas are based on customer needs rather than traditional customer profiling which aligns with data segmentation and targeting for outbound marketing. We think understanding the needs of prospects and building a journey through inbound, content and marketing automation makes a lot of sense.
CONTENT DRIVEN Demand Generationfor the IT buying journey
WHO ARE THEY?TECH BUYER PERSONA
WHAT DO THEY WANT FROM YOU?
@HitFirstBase facebook.com/HitFirstBaselinkedin.com/company/first-base-communications
NEEDY FIRST TIMER GROWING BUSINESS PROVISIONING A NEW PROJECT
This customer is the next YouTube. They have a great business idea and they want the right partner to see them through the early days and help them achieve their ambitions.
What matters to them?• Price• Being taken seriously• Scalability• Cultural fit• Getting things right the
first time
This customer has a growing business that needs to upgrade its own service to customers and re-focus energy to its core business.
What matters to them?• Their own time• Technical expertise
and support• Credentials
This persona is the biggest cog in this decision-making wheel, and he knows it. Both technically and commercially experienced, he is arriving at the door with some specific issues and selection criteria that need to be satisfied.
What matters to them?• Minimising risk• Improving performance of
current IT solutions• Solutions that are relevant to
their specific requirements
Mapping the journey: The table below gives an indication of where the prospect is on the buying journey, what challenges they may be facing and what formats and types of content would be most effective in satisfying their needs and moving them along the buyer journey.
CONTENT DRIVEN Demand Generationfor the IT buying journey
@HitFirstBase facebook.com/HitFirstBaselinkedin.com/company/first-base-communications
WHO ARE THEY?
