eMarketing strategies for the complex sale:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York, NY [u.a.]
McGraw-Hill
2010
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIX, 249 S. graph. Darst. |
| ISBN: | 9780071628648 0071628649 |
Internformat
MARC
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| 300 | |a XIX, 249 S. |b graph. Darst. | ||
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Datensatz im Suchindex
| _version_ | 1804140942270136320 |
|---|---|
| adam_text | Titel: Emarketing strategies for the complex sale
Autor: Albee, Ardath
Jahr: 2010
Contents
Foreword by Jill Konrath xi
Foreword by Brian Carroll xv
Acknowledgments xix
PART I eMarketing Essentials
Chapter 1
Chapter 2
Why eMarketing Is a Bt£[ Opportunity for
Complex Sales 3
The Shift to Self-Education 7
Six Things to Change About Your Content
and Communications 8
Offline versus Online 10
What You Need to Know 11
The Mutual Rewards of eMarketing
Strategies 13
Rewards for Your Company and You 14
Rewards for Them (Your Customers and
Prospects) 17
Shaping the Story 19
vi CONTENTS
PART II Customer Consensus
Chapter 3 Using Personas to Understand
Your Customers 23
Customer Profiles—The Wide-Angle Lens 25
Why a Persona Is Different from a Profile 27
Creating Personas 29
Chapter 4 Leverage Your Buyer Synopsis 33
Create a Buyer Synopsis 34
Use Social Media for Persona Development 37
Personalization—One Step at a Time 39
Chapter 5 The Buying Process 41
The Role of Content in the Buying Process 43
Apply Content to Personas 46
PART III Natural Nurturing
Chapter 6 Put the Natural in Nurturing 51
Create a Conversational Context 53
The Role of Rich Media 56
Leverage Inbound Interactions 59
Chapter 7 Capitalize on Cause 63
From Status Quo to Priority Shift 65
Become the Anchor 66
Keep Your Assumptions on Track 67
Create Content that Pulls Buyers Forward 69
Chapter 8 Construct a Framework for Content
Strategy Execution 73
Assemble a Natural-Nurturing Track 75
Syndication Expands Nurturing Reach 77
Frequency, Reach, and Shift 78
HubSpot Attracts Customers at Unprecedented
Rates: A Case Study 79
CONTENTS vii
Effective Nurturing Execution
Remember Your Existing Customers
81
83
PART IV Contagious Content
Chapter 9 Why Contagious Content Increases
Engagement 87
Relevance Is King 89
Simplicity Trumps Volume 90
Contagious Content Requires Planning 92
Chapter 10 Content Structure for Competitive
Differentiation 95
Education—What Buyers Need to Know 97
Expertise—Why Your Company Is the
High-Value Choice 99
Evidence—Let Your Customers Do the Talking 100
Sales Conversational Briefs 102
DealerOn—Contagious Content
in Execution: A Case Study 103
Chapter 11 Create Content to Increase Attraction Value 107
Urgency—Why Your Message Is
Important—Now! 108
Impact—What s in It for Them? 110
Effort—-The Perceived Energy Required
to Pay Attention 111
Reputation—What s Known about
Your Company 112
Intent—What Your Audience Thinks You Want 113
Examples of How Catch Factors Can
Influence Behavior 115
An Example of Catch Factors in e-Mail
Messages 116
Why Catch Factors Are Important
for Today s Marketers 118
viii CONTENTS
Chapter 12 Design Your Marketing Story 121
The Significance of Stories 123
Stories Instigate Momentum 124
Design Content to Create Mindshare 126
Authorial Styles—Which to Use When 128
Quick Guide to Writing a Marketing
Story Article 131
Chapter 13 Expand Story Impact with Amplifiers 133
The Nature of Amplifiers 134
Focus Squarely on the Customer 141
PART V Persistent Progression
Chapter 14
Chapter 15
Chapter 16
How to Facilitate Prospect Progression 145
Intellitactics Increases Qualified Demand:
A Case Study 146
Tell Me More ... 149
The Gift of Going Wide 153
Conversations Accelerate Nurturing
Progression 154
Buyer Evolution 156
Scoring for Prospect Progression 159
Points for Content-Driven Interactions 161
Marketo Walks Its Talk: A Case Study 164
Microsites 166
E-Mail Newsletters 168
Progressing Prospects to Sales 169
Alignment Accelerates Progression 173
The Handoff and the Take-Back 175
Influencers and Detractors 176
Incorporating Insights 177
Create a Useful Sales Portal 180
End-Game Stamina 183
Chapter 17
CONTENTS ix
Stories that Progress Sales Conversations 185
Conversational Gambits 187
Customers Like Them 189
Attainable Objectives 191
Presentations with Punch 192
PART VI Meaningful Metrics
Chapter 18 Quantifying Marketing Results 197
Engagement Metrics 199
Origination Sources for Opt-In Programs 203
Marketing s Impact on Sales 205
Chapter 19 Opportunity Quality and Sales Results 211
Opportunity Quality 212
Sales Results 213
Chapter 20 Feedback and Dialogue 219
In Tune and In Touch 221
Story Ideas from Third Parties 223
Applied Listening 225
Improved Personalization 226
Chapter 21 Social Contributions 229
Virtual Engagement 231
Participation Speaks Volumes 232
The Value of Social Media 235
Notes 237
Index 240
About the Author 250
|
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| illustrated | Illustrated |
| indexdate | 2024-07-09T22:07:59Z |
| institution | BVB |
| isbn | 9780071628648 0071628649 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-018806961 |
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| spelling | Albee, Ardath Verfasser aut eMarketing strategies for the complex sale Ardath Albee New York, NY [u.a.] McGraw-Hill 2010 XIX, 249 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Customer relations Internet marketing Selling Computer network resources Telemarketing (DE-588)4215401-7 gnd rswk-swf Internet marketing. Customer relations. Selling--Computer network resources. Telemarketing (DE-588)4215401-7 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018806961&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| subject_GND | (DE-588)4215401-7 |
| title | eMarketing strategies for the complex sale |
| title_auth | eMarketing strategies for the complex sale |
| title_exact_search | eMarketing strategies for the complex sale |
| title_full | eMarketing strategies for the complex sale Ardath Albee |
| title_fullStr | eMarketing strategies for the complex sale Ardath Albee |
| title_full_unstemmed | eMarketing strategies for the complex sale Ardath Albee |
| title_short | eMarketing strategies for the complex sale |
| title_sort | emarketing strategies for the complex sale |
| topic | Customer relations Internet marketing Selling Computer network resources Telemarketing (DE-588)4215401-7 gnd |
| topic_facet | Customer relations Internet marketing Selling Computer network resources Telemarketing |
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