Product Camp Austin 10 presentation by David Moore

1. David Moore
Demand Generation Manager
www.linkedin.com/in/bigwavemarketing/
David.Moore@CatapultSystems.com @Dave_Marketing

3. Great Product = Great Sales?
David.Moore@CatapultSystems.com @Dave_Marketing

4. What is Content Marketing?
 Webinars
Marketing that  Videos
involves the creation  Whitepapers
 Books/e-Books
and sharing of media  Blogs
and publishing  How-To Documents
 Case Studies
content in order to  Testimonials
acquire customers.  FAQ’s
(From Wikipedia)  Catalogs
David.Moore@CatapultSystems.com @Dave_Marketing

5. Quick Case Study: Workplace Answers
1. Purchased a list of prospects that match our target
market
2. Implemented SEO & PPC plan to increase visibility
3. High level webinar by a leading SME
 Email invitations and reminders
 Polling questions to discover pain points
4. Use lead grading & poll answers to:
 Send qualified leads to sales
 Put Non-Qualified leads in drip campaign
David.Moore@CatapultSystems.com @Dave_Marketing

6. Quick Case Study: Workplace Answers
6. Post-webinar whitepaper to registrants
 Demo request form on page
 Ways to solve prospect’s pain points
7. Online product demo’s
8. Case studies & testimonials
9. Customizable sales pitch deck
David.Moore@CatapultSystems.com @Dave_Marketing

7. Did it Work?
 Email database increased 450%
 Monthly website traffic increased 300%
 Lead flow increased: 900%
 Sales cycle shortened from over 90 days to under 60
 Lots of challenges along the way
 Did not happen overnight
David.Moore@CatapultSystems.com @Dave_Marketing

8. Define Your Target Market
 Who will influence or make buying
decision
 What are their pain points
 How can your product solve these
pain points
 What are key product features
 Identify industry thought leaders
David.Moore@CatapultSystems.com @Dave_Marketing

9. Content Planning
 Different content is relevant at
different times
 Goals and targeted outcomes differ at
each stage
 Push the prospect toward buying
decision
David.Moore@CatapultSystems.com @Dave_Marketing

10. Building Awareness
Purpose Content Tools
 Cast a wide net  Email/ Direct Marketing
 Drive new traffic to  SEO & PPC
website/store  Traditional Advertising
 Build a database of potential  Partnerships w/ Industry
customers Leaders
 Press Releases
 Social Media
David.Moore@CatapultSystems.com @Dave_Marketing

11. Sharing Knowledge
Purpose
 Provide valuable info but don’t spill all your candy
 Be seen as an a valuable resource
 Drive repeat visits
 Develop loyal following
Content Tools
 Newsletters
 General topic webinars
 Short Whitepapers
 Social Shares
David.Moore@CatapultSystems.com @Dave_Marketing

12. Getting Consideration
Purpose Content Tools
 Raise interest level  Client Testimonials
 Generate qualified leads  Targeted Case Studies
 Demonstrate benefits more  Product Demonstrations
than features
David.Moore@CatapultSystems.com @Dave_Marketing

13. Finally… Selection
 Direct Contact From Sales
 More detailed information
 Longer and more technical
Content Tools
 Competitor comparisons
 Technical whitepapers
 Sales pitch Decks
David.Moore@CatapultSystems.com @Dave_Marketing

14. Making it All Come Together
 Get the Right Tools
 A Good, Coordinate Team
 Software Solutions
 Clear Campaign Outlines for Sales
 Who, What, When, Where & Why
 Talking Points
 Feedback from Marketing & Sales
 Removal of Poor Performing Content
 Addition of New Content
 Improvement of Processes
 New Product Ideas
David.Moore@CatapultSystems.com @Dave_Marketing

15. Potential Challenges
 Ensuring brand consistency
 Time and resource constraints
 Transfer of information
David.Moore@CatapultSystems.com @Dave_Marketing

16. Additional Resources
 MarketingProfs
 Marketing Sherpa
 Content Marketing Institute
 The Content Strategist
 Copybloger
 Marketing Automation Companies
 Pardot  Hubspot
 Eloqua  Marketo
David.Moore@CatapultSystems.com @Dave_Marketing