Content Marketing for Lead Conversion 2

The Task: Develop and manage targeted content-based marketing programs using your company’s marketing automation system to communicate with prospects during the long and complex sales cycles of B2B products and services.

Benefits to You: Optimize your use of your company’s marketing automation system to plan and execute content-based marketing campaigns to effectively convert prospects to customers in complex B2B sales cycles.

Effective lead conversion programs combine relevant, problem-solving content with carefully planned and developed online and e-mail communications to answer key prospect questions about your company's product, for each stage of the prospect’s purchase decision-making process. The best lead conversion programs use content and targeted communications to help position your company's sales rep as a trusted advisor who, along with your company's product, provides the best solution to the prospect's business, application, or technical problem.

This goal is accomplished by combining personalized e-mail communications between your sales reps and their prospects, with various forms of online and automated communications, to give the prospect the right content at the right time to help them move one step closer to buying your product. Content and messages sent in online lead conversion programs are also coordinated with traditional "offline" marketing activities, such as trade shows, direct mail, advertising, etc., to boost response to both types of marketing activities.

But executing an effective lead conversion program is much more than relying on the bells and whistles of your company's marketing automation software: Planning, developing, and executing effective lead conversion requires knowing the different ways your company and its sales team communicate with their prospects, and developing content and campaigns that include the most appropriate type of communication for each contact that occurs between them.

In this module, you'll learn the proven, step-by-step techniques required to plan and execute successful B2B lead conversion programs for your company, how to plan and specify the best content for these programs, and the keys to structuring the right messaging approach to use in your e-mail campaigns for lead conversion.

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In this module, you will learn:

You can also buy this module as part of our special Content Marketing Bundle, which includes two additional BMI modules covering keyword search and content marketing for prospect-to-customer lead conversion, to provide critically important project-ready training for your B2B content marketing and lead conversion programs.

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Here's how an effective content-based B2B lead conversion program, combined with your marketing automation system, can help you increase sales and close new growth opportunities for your company:

Learning to specify, develop, and distribute the right kinds of content to prospects through your lead conversion marketing automation system helps you avoid the common pitfalls that hinder lead conversion programs, and helps you develop lead conversion programs that effectively support your company's sales team as they communicate with their prospects, to turn these prospects into new customers for your company's products.

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Includes printed workbook, module review .PDF, and online skill-builder, review, and examination.

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