Today’s BtoB buyers are more empowered than ever, seeking unfettered access to content and product samples through multiple channels—at their convenience. These expectations have transformed the buying process and dramatically increased the importance of marketing’s role.
But, this gives marketers a golden opportunity to regain some of that power by implementing integrated content marketing programs focused on the buyer’s journey and demand creation.
The Bulldog PowerPlay is comprised of three customized “plays” and is the first completely integrated, buyer’s-journey based, demand generation framework. Used to leverage strategy, advanced marketing automation technology, proven program architectures and compelling content, the Bulldog PowerPlay delivers a seamless and integrated buying experience from top-of-the-funnel content focused on business needs to tools, content and sales enablement at the bottom of the funnel.
At the center of the PowerPlay is Bulldog’s proprietary Conversion Hub—a scalable, customized content platform that can be used to deliver assessments, value calculators and interactive content. Put simply, the Bulldog PowerPlay enables marketers to improve revenue performance and deliver a measurable impact on revenue.
Audience Acceleration Play
In order to achieve successful audience acquisition, marketers must develop an integrated demand-generation strategy with well-balanced inbound and outbound tactics. The goal of the Audience Acceleration Play is to drive inquiries by attracting the right audience with the right content, and being able to do so enables organizations to drive revenue.
In order to reach the right audience at the right time, marketers need to identify content gaps and incorporate valuable content where it’s actually needed. Beyond content gaps, limited attention economy also makes it challenging for marketers to capture the right audience, at the right time, with the right content. Fortunately, by using the best practices within the Audience Acceleration Play, marketers can identify their audiences and knowledgeably guide them through the buying journey—start to finish.
Opportunity Acceleration Play
In order to be innovative in today’s changing business environment, marketers have to be quick, especially to increase the pipeline conversion rate and velocity of leads. Enter the Opportunity Acceleration Play, where the goal is to convert inquiries into opportunities.
At the center of this solution is the Opportunity Acceleration Conversion Hub, which is built upon Bulldog’s proprietary technology used to deliver buyer insight assessments and nurturing campaigns, both of which help marketers deliver valuable benchmarks, recommendations, content, etc. Furthermore, the play maps out the management and reporting methods needed for continued success.
Sales Acceleration Play
Though there is no single answer as to how to “close the gap” between sales and marketing programs and communication, implementing best practices will help bridge the efforts of both teams, which will lead to delivering the highest value to customers.
The Sales Acceleration Play is geared toward training, tools and content and will help align marketing messages and enable Sales to continue valuable conversations with prospects. At the core of this solution is the Sales Acceleration Conversion Hub, which is comprised of return on investment and total cost of ownership calculators and business case builders. Also built upon Bulldog’s proprietary technology, the hub features interactive lead conversion guides that help Sales drive conversations to communicate value and justify investments to solve the problems identified in earlier stages (plays).