eMarketing Strategies for the Complex Sale by Albee, Ardath -- Read -- Imperial Library of Trantor

Index

Foreword by Jill Konrath Foreword by Brian Carroll Acknowledgments PART I eMarketing Essentials Chapter 1 Why eMarketing Is a Big Opportunity for Complex Sales

The Shift to Self-Education Six Things to Change About Your Content and Communications Offline versus Online What You Need to Know

Chapter 2 The Mutual Rewards of eMarketing Strategies

Rewards for Your Company and You Rewards for Them (Your Customers and Prospects) Shaping the Story

PART II Customer Consensus Chapter 3 Using Personas to Understand Your Customers

Customer Profiles—The Wide-Angle Lens Why a Persona Is Different from a Profile Creating Personas

Chapter 4 Leverage Your Buyer Synopsis

Create a Buyer Synopsis Use Social Media for Persona Development Personalization—One Step at a Time

Chapter 5 The Buying Process

The Role of Content in the Buying Process Apply Content to Personas

PART III Natural Nurturing Chapter 6 Put the Natural in Nurturing

Create a Conversational Context The Role of Rich Media Leverage Inbound Interactions

Chapter 7 Capitalize on Cause

From Status Quo to Priority Shift Become the Anchor Keep Your Assumptions on Track Create Content that Pulls Buyers Forward

Chapter 8 Construct a Framework for Content Strategy Execution

Assemble a Natural-Nurturing Track Syndication Expands Nurturing Reach Frequency, Reach, and Shift HubSpot Attracts Customers at Unprecedented Rates: A Case Study Effective Nurturing Execution Remember Your Existing Customers

PART IV Contagious Content Chapter 9 Why Contagious Content Increases Engagement

Relevance Is King Simplicity Trumps Volume Contagious Content Requires Planning

Chapter 10 Content Structure for Competitive Differentiation

Education—What Buyers Need to Know Expertise—Why Your Company Is the High-Value Choice Evidence—Let Your Customers Do the Talking Sales Conversational Briefs DealerOn—Contagious Content in Execution: A Case Study

Chapter 11 Create Content to Increase Attraction Value

Chapter 12 Design Your Marketing Story

The Significance of Stories Stories Instigate Momentum Design Content to Create Mindshare Authorial Styles—Which to Use When Quick Guide to Writing a Marketing Story Article

Chapter 13 Expand Story Impact with Amplifiers

The Nature of Amplifiers Focus Squarely on the Customer

PART V Persistent Progression Chapter 14 How to Facilitate Prospect Progression

Intellitactics Increases Qualified Demand: A Case Study Tell Me More … The Gift of Going Wide Conversations Accelerate Nurturing Progression Buyer Evolution

Chapter 15 Scoring for Prospect Progression

Points for Content-Driven Interactions Marketo Walks Its Talk: A Case Study Microsites E-Mail Newsletters Progressing Prospects to Sales

Chapter 16 Alignment Accelerates Progression

The Handoff and the Take-Back Influencers and Detractors Incorporating Insights Create a Useful Sales Portal End-Game Stamina

Chapter 17 Stories that Progress Sales Conversations

Conversational Gambits Customers Like Them Attainable Objectives Presentations with Punch

PART VI Meaningful Metrics Chapter 18 Quantifying Marketing Results

Engagement Metrics Origination Sources for Opt-In Programs Marketing’s Impact on Sales

Chapter 19 Opportunity Quality and Sales Results

Opportunity Quality Sales Results

Chapter 20 Feedback and Dialogue

In Tune and In Touch Story Ideas from Third Parties Applied Listening Improved Personalization

Chapter 21 Social Contributions

Virtual Engagement Participation Speaks Volumes The Value of Social Media

Notes Index About the Author