Magnetic VP of Marketing, Jamie Fishler and Senior Director of Demand Generation, Kathy Mammon discuss their #BestInB2B Killer Content Award-winning campaign: the company's goals, surprises that popped up once the campaign was in the field and lessons learned from the experience. To hear the whole story about how Magnetic won their Finny, tune into our Killer Content Showcase Series webinar: http://dg-r.co/2aWiuM3

1. #BestInB2B
How to Turn Research Data Into A
Content Arsenal

2. #BestInB2B
Follow This Webinar on LinkedIn & Twitter
#BestInB2B
Demand Gen Report: @DG_Report
Alicia Esposito: @AliciaFiorletta
Jamie Fishler: @jamiefishler
Kathy Mammon: @MarketingMammon
Magnetic: @MagneticIs

3. #BestInB2B
About Demand Gen Report
§ Tracking strategies and solutions in
lead generation and marketing
technology since 2007
§ Daily news and analysis, special
reports, original research and live
events
§ Newsletter reaches 40,000 readers
§ Additional resources at:
demandgenreport.com/resources
@DG_Report
http://linkd.in/DG_Specialists

4. #BestInB2B
About Demand Gen Report
§ Research-Based Content
§ Nurture Program
§ Multi-Touch Campaign
§ Interactive Content
§ Video Content
§ Short-Form Content
§ Influencer Content
§ Customer Lifecycle
Marketing
§ Account-Based Marketing
§ Buyer-Focused Content
§ Design Concept &
Theme
§ Sales Enablement
§ Social Amplification
§ Case Study
§ And More

5. #BestInB2B
Questions, Tweets & Resources
Submit your
questions here
Download
today’s resources
Join the conversation
#BestInB2B

6. #BestInB2B
Jamie Fishler
VP, Marketing
Magnetic
@jamiefishler
Panelists
MODERATOR:
Alicia Esposito
Content Strategist
Demand Gen Report
Kathy Mammon
Sr. Director, Demand Generation
Magnetic
@MarketingMammon

7. Retail TouchPoints &
Killer Content Webinar
7

8. The eBook
Cover of the RTP Report

9. About Magnetic
Intent from
450K
partner sites
250Mshoppers
1B+active devices
ADVERTISING
(Prospecting/ Remarketing)
EMAIL
MARKETING
SITE
RECOMMENDATIONS

10. 10
The Challenge
+
SEARCH RETARGETINGPERSONALIZATION

12. 12
The Goals
Drive
Awareness
Generate
Leads
Produce
Insights

13. 78% of consumers expect
retailers to deliver
tailored email
promotions with offers
and recommendations
55% currently send
relevant emails
(reviews, recs, etc.)
Retail Strategies Don’t Match Up with
Consumer Expectations
60% deliver
relevant ads &
55% focus on site
personalization
49% of consumers are
frustrated seeing irrelevant
online ads; 39% expect
information on a retailer’s
website to be personalized
to them
45% tailor
messages on
mobile apps
people are in-
store
61% deliver
messages tailored
to profiles
30% of consumers see
online advertising relevant
to their interests; 24% see
relevant information when
browsing a retailer’s site
One in four consumers
expect their apps (27%)
and mobile ads (21%) to
be more relevant and
personal

14. The Game
Plan
Cover of the RTP Report

15. Digital &
Awareness
15

16. Email
Programs/
Campaigns
16

17. Sales
17
Downloads

18. Results
18
83%
Names Acquired
were Net-New
7%
Converted to
MQL
Double
Click-Thru
Rate for Display Ads
342
Visits from
Homepage Slider
493
Downloads
Social
33% Engagement
2.87% Conversion
Webpage
Top 5 Generating
Traffic

19. Key Takeaways
❖ Don’t underestimate the mileage of a single eBook
❖ Use content to reinforce brand messaging/positioning
❖ Re-purpose + re-use to stretch the value of your investment

20. Thank You.
20
Kathy Mammon
Senior Director, Demand Generation
kathy@magnetic.com
@MarketingMammon
Jamie Fishler
VP, Marketing
jamie@magnetic.com
@JamieFishler

21. #BestInB2B
Jamie Fishler
VP, Marketing
Magnetic
@jamiefishler
Q&A / Panelists
MODERATOR:
Alicia Esposito
Content Strategist
Demand Gen Report
Kathy Mammon
Sr. Director, Demand Generation
Magnetic
@MarketingMammon

22. #BestInB2B
Look For More #BestInB2B
§ Check out Demand Gen Report’s blog and our social channels for more
upcoming Killer Content Showcase Series events

23. #BestInB2B
Submit Your Killer Content Today
http://www.content2conversion.com/kca17