Today’s online everywhere customer demands smarter more relevant communications than ever before. It’s imperative for content marketers to embrace the empowered customer head on through real-time personalization and customer-centric approaches. Hear how the award-winning content marketing team at Monetate has reinvented its inbound program to drive record results for the business. You’ll learn the latest content personalization techniques, how to switch from a reach to impact focus, along with customer up-sell programs that delight customers, drive revenue and improve other key metrics. While it’s easy to simply follow the leaders, strive to become a content marketing innovator and move from best practices to next practices.

1. #cmworld
“Content Marketing In the
Age of the Empowered
Customer”
Rob Yoegel
Content Marketing Director, Monetate

2. #cmworld

3. Fromaskingfordirections...
#cmworld

4. Togettingdirections
#cmworld
Togettingdirections...

5. IntheAgeoftheEmpoweredCustomer,
theruleshavechanged.
#cmworld

6. Onesize
fitsall?
#cmworld

7. Onesize
fitsnone!
#cmworld

8. The Apple Effect
#cmworld

9. Apps
#cmworld

10. #cmworld

11. Customersareexpecting
smarter,morerelevantexperiences.
#cmworld

12. Forthemarketerwhocandeliver,
thecustomerwillrewardyou.
#cmworld

13. Source: eConsultancy
6%
33%
61%
Yes, Definitely Yes, Somewhat No
94%ofcompaniesagreethat
deliveringarelevantexperience
‘iscriticaltobusiness
performance’
#cmworld

14. Source: eConsultancy
19%Upliftinsales
Bydeliveringmorerelevantandpersonalizedexperiences.
#cmworld

15. experiencematters
Source: Gartner
#cmworld

16. Yourcustomersarenodifferent
Yourcustomersarenodifferent.
#cmworld

17. Click-throughs
MarketingInfluence
Contact/DemoRequests
Conversions
#cmworld

18. Itisimperativeforus
toreinventourprograms
toengagetheEmpoweredCustomer.
Relevant. Smart. Impact.
#cmworld

19. TheMonetate
ContentMarketing
Program
#cmworld

21. #cmworld

22. #cmworld

23. #cmworld

24. TippingPoint?
100%
75%
50%
25%
57%
40%
20%
75%
92%
100%
MarketingInfluenceonRevenue
2010 2011 2012 2013 2014 2015
#cmworld

25. Reach
(Lead-gen)
Impact
(In-funnel)
ReachingtheTippingPoint
#cmworld

26. Reach
(Lead-gen)
Impact
(In-funnel)
ReachingtheTippingPoint
#cmworld

27. #cmworld

28. #cmworld

29. TheReachEffect:
Contactsat82%ofnewbusiness
closedinthe1H2013attendedat
leastonewebinar.
#cmworld

30. #cmworld

31. Howwearerespondingtothe
EmpoweredCustomer.
#cmworld

32. GreaterContentMarketingfocuson
Impactvs.Reach.
#cmworld

33. Personalizeforourbestprospects.
#cmworld

34. REICompany
Retail
(Sporting Goods)Industry
VP, EcommercePersona
ContentProfile Actions
Customer Stories
Case Studies
Videos
Webinars
PROSPECTOPTIMIZATIONPROGRAM
Hero Sliders
Visual Search
Right Rail
Content Blocks
Copy
#cmworld

45. Don’tforgetabout
existingcustomers.
#cmworld

46. #cmworld

47. #cmworld

48. TheResult:
A225%increaseincontractsize
directlyattributedtothiswebinar.
#cmworld

49. TheResult
6issues,3,029MQLs,influencedover
$700Kinup-sellbusinessand
$200Kinnewwins.
#cmworld

50. ContentProfile Actions
Customer Stories
Case Studies
Videos
Webinars
CUSTOMERUP-SELLPROGRAM
Insert Banner
Recommendations
PatagoniaCompany
Retail
(Sporting Goods)Industry
VP, EcommercePersonas
Merchandising
Manager
Web Operations
#cmworld

55. Yourcustomersarenodifferent
StartYourMovefromBestPractices
toNextPractices.
#cmworld

56. Techniquesfor
ContentMarketers
intheAgeofthe
EmpoweredCustomer
#cmworld

57. 1.Conversion
Events
#cmworld

58. 1.Conversion
Events
#cmworld

59. 2.AttributionMapping
#cmworld

60. 100%
75%
50%
25%
3.Letthevoiceofyourcustomerguideyou
Early Mid Late
Infographic Case
Study
eBook Blog White
Paper
Webinar Research
(EQ)
ContentStage
#cmworld

61. 4.Deliverthesmart,
relevantexperiences
yourprospectsand
customersdeserve
#cmworld

62. ContentMarketinginthe
ageoftheempoweredconsumer.
Relevant. Smart. Impact.
#cmworld

63. RobYoegel,ContentMarketingDirector
@robyoegel
robyoegel@monetate.com
follow @monetate on
monetate.com/resources
ThankYou!

64. #cmworld
“Content Marketing In the
Age of the Empowered
Customer”
Rob Yoegel
Content Marketing Director, Monetate