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Content is King: Discover the Crucial Elements of a Successful Content Strategy to Maximize Results - Curtis Porritt, MasterControl Inc.

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Marketing Network marcus evans
Marketing Network marcus evans

Curtis Porritt - MasterControl Inc., Keynote Speaker at the marcus evans B2B Marketing Summit 2011, in Colorado Springs, delivered his presentation entitled Content is King: Discover the Crucial Elements of a Successful Content Strategy to Maximize Results

BusinessTechnology
1 of 23
Content is King Curt Porritt SVP of Marketing MasterControl, Inc.
What is “Content Marketing?” ,[object Object],[object Object],[object Object]
It Should Be Process-Driven RAE - Stages 1 through 9 Call Team Activities Leads from Mktg Processes into SF Conv. Warm Called Tasked Short List Technical Education Tailored Response Engage Selection Committee Project Definition Qualified Opp. Hold, Lost, Deferred, Dead, Zombie, Hot, Etc. Win Contract Negotiation Executive Approval The Internal Marketing Machine (email, direct mail, white papers, newsletters, webinars, etc.) Hold, Lost, Deferred, Dead, Zombie, Hot, Etc. Accepted Opp.
What Types of Content? 4 Prospect Newsletters Customer Website White Papers, Data Sheets, Case Studies, etc. Webinars, Videos, and Flash Tours Customer Newsletter Prospect Website
What Types of Content? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Driving Content ,[object Object]
Driving Content ,[object Object]
Driving Content ,[object Object]
Driving Content ,[object Object]
Driving Content ,[object Object]
Driving Content ,[object Object]
Driving Content ,[object Object]
Tracking Results - Analytics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SalesForce
Tracking Results - Analytics
Tracking Results – Website Most Popular Website Pages Form Conversion 2009 – 36% 2010 – 35%’ 2011 – 37%
Tracking Results – Qual. Opps
Tracking Results – Qual. Opps
Tracking Results - Branding
Tracking Results - Branding
Tracking Results - Branding
Summary ,[object Object],[object Object],[object Object],[object Object],[object Object]
Questions? Curt Porritt SVP of Marketing MasterControl, Inc.
MC’s Marketing Organization

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Content is King: Discover the Crucial Elements of a Successful Content Strategy to Maximize Results - Curtis Porritt, MasterControl Inc.

  • 1. Content is King Curt Porritt SVP of Marketing MasterControl, Inc.
  • 2.
  • 3. It Should Be Process-Driven RAE - Stages 1 through 9 Call Team Activities Leads from Mktg Processes into SF Conv. Warm Called Tasked Short List Technical Education Tailored Response Engage Selection Committee Project Definition Qualified Opp. Hold, Lost, Deferred, Dead, Zombie, Hot, Etc. Win Contract Negotiation Executive Approval The Internal Marketing Machine (email, direct mail, white papers, newsletters, webinars, etc.) Hold, Lost, Deferred, Dead, Zombie, Hot, Etc. Accepted Opp.
  • 4. What Types of Content? 4 Prospect Newsletters Customer Website White Papers, Data Sheets, Case Studies, etc. Webinars, Videos, and Flash Tours Customer Newsletter Prospect Website
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14. Tracking Results - Analytics
  • 15. Tracking Results – Website Most Popular Website Pages Form Conversion 2009 – 36% 2010 – 35%’ 2011 – 37%
  • 16. Tracking Results – Qual. Opps
  • 17. Tracking Results – Qual. Opps
  • 18. Tracking Results - Branding
  • 19. Tracking Results - Branding
  • 20. Tracking Results - Branding
  • 21.
  • 22. Questions? Curt Porritt SVP of Marketing MasterControl, Inc.