Project Description

I outlined a collaborative effort between the GitHub Demand Generation and Digital Marketing teams to develop a comprehensive content strategy to support current and prospective customers throughout their buyer’s journey.

Here are the key features highlighted:

  1. Overview: The teams are working to create a cohesive content strategy that aligns with the sales pipeline and guides users through a natural path to purchase.
  2. Narrative Description: The plan emphasized creating engaging marketing content that addressed user concerns, pain points, and questions at each stage of the buyer’s journey. The goal was to reduce the sales cycle by focusing on the right customer and avoiding noise in the funnel.
  3. Lead Types: Identified lead types such as Mobilizers, Talkers, and Blockers are discussed, along with plans to expand content to cover standard B2B lead types like Influencers, Gatekeepers, and Decision Makers.
  4. Personalized Experience: Recognizing the importance of personalized experiences, the plan included Account-Based Engagement to cater to different user roles within organizations and their specific needs.
  5. Content Flow: The document outlined a proposed content flow and lists the GitHub properties utilized by the marketing teams to support their efforts.
  6. Current Issues/Problems: Challenges such as difficulties in getting content live, lack of agreement among stakeholders, and issues with content mapping and uniformity were addressed.
  7. Key Drivers as Incentives (KPIs): The plan included key performance indicators (KPIs) to measure the content strategy’s success.
  8. Steps Towards the Solution: Proposed steps included revamping, developing SEO-focused blog content, and creating guides and solution pages on the main website.

The Result

There was a significant increase in engagement metrics across various content platforms. By aligning the content strategy with the sales pipeline and addressing user concerns at each stage of the buyer’s journey, the teams were able to create more relevant and compelling content. This resulted in higher click-through rates, longer time spent on pages, and increased social media interactions. Customers reported feeling more supported and informed throughout their decision-making process, leading to a smoother path to purchase and increased customer satisfaction.

Additional Results:

  • Reduced sales cycle through targeted content alignment.
  • Expanded coverage for diverse B2B lead types.
  • Enhanced personalized experiences with Account-Based Engagement.