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AMA Webinar: Feed the Content Beast
- a practical, affordable approach to create the content that supports your lead management and sales enablement initiatives
- a practical, affordable approach to create the content that supports your lead management and sales enablement initiatives
Featuring:
Ardath Albee, CEO of Marketing Interactions,
author, eMarketing Strategies for the Complex Sale
Ardath Albee, CEO of Marketing Interactions,
author, eMarketing Strategies for the Complex Sale
Description:
You are aware your prospects start their buying process online. You know they access information to understand their business problems, to learn optional approaches, and to identify potential partners -- long before they even think of contacting your sales organization.
You're beginning to shift your thinking to that of a publisher, because you appreciate the critical importance of content in this era of "emarketing."
Your lead generation, lead management and marketing automation initiatives demand it. Your sales constituents appreciate it. Your job now depends on it.
But content development is an overwhelming task. It takes too much time, effort and money. Marketing resources are already over-worked, and budgets are stretched thin.
And now you're hearing requirements for exponentially more content that is tailored so it is relevant to specific prospect interests based upon people's:
Is there a methodology that will enable you to practically and affordably create content once for multiple purposes, stakeholders, buying stages, delivery media and formats?
Is there a process that will support the requirements of marketing, sales and prospects?
Please join us as we host Ardath Albee, acclaimed B2B content marketing strategist and consultant, CEO of Marketing Interactions, author of the Marketing Interactions blog, as well as her recently released book eMarketing Strategies for the Complex Sale.
This program will focus on …
You are aware your prospects start their buying process online. You know they access information to understand their business problems, to learn optional approaches, and to identify potential partners -- long before they even think of contacting your sales organization.
You're beginning to shift your thinking to that of a publisher, because you appreciate the critical importance of content in this era of "emarketing."
Your lead generation, lead management and marketing automation initiatives demand it. Your sales constituents appreciate it. Your job now depends on it.
But content development is an overwhelming task. It takes too much time, effort and money. Marketing resources are already over-worked, and budgets are stretched thin.
And now you're hearing requirements for exponentially more content that is tailored so it is relevant to specific prospect interests based upon people's:
- Role, persona or stakeholder (typically 4-8)
- Issue, need or interest (again, 4-6)
- Stage of the buying process (4-6)
- Industry (3-6)
- Information Purpose (4-6)
- Competitive alternatives (3-6)
Is there a methodology that will enable you to practically and affordably create content once for multiple purposes, stakeholders, buying stages, delivery media and formats?
Is there a process that will support the requirements of marketing, sales and prospects?
Please join us as we host Ardath Albee, acclaimed B2B content marketing strategist and consultant, CEO of Marketing Interactions, author of the Marketing Interactions blog, as well as her recently released book eMarketing Strategies for the Complex Sale.
This program will focus on …
- Why content -- relevant, consistent, insightful, contagious content -- is essential for marketing and sales success;
- How a defined marketing and content strategy, supported by an appropriate framework, can simplify a potentially daunting task;
- Specific content framework elements that improve content quality and effectiveness while simplifying content creation:
- Defined buying process
- Problem-to-solution scenarios
- Buyer personas and a synopsis for each buyer persona
- Three purposes of nurturing content
- Five "catch factors"
- Storylines and story amplifiers
- A thirty minute live webinar
- Thirty minutes of live question and answer
- Access to extensive on-demand content for a deeper dive into specific areas of interest to you
- Marketing and content strategy
- Content creation
- Lead generation
- Lead management
- Marketing automation execution
- Sales messaging
- Product marketing
- Field marketing
- Channel support
- Practical actions you can take immediately to improve your content, operations, execution and sales support
- An appreciation for the importance of a comprehensive content strategy to support your marketing and sales strategies
- Clarity about content challenges and issues
- A new approach to creating a content strategy
- New insights to content creation tools and techniques
- Access to additional materials relevant to your content interests
Original Air Date: January 20, 2010
|
Jim Burns, CEO and Founder of Avitage
and
Anna Carbonara, Moderator, American Marketing Association
and
Anna Carbonara, Moderator, American Marketing Association
With:
 Click here to view a 90-second introductory video | ||
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View the archive of this webinar now! | |