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How To Generate More Leads with Your Content Marketing

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86% of B2B marketers use content marketing to attract and retain customers, but only four in ten think that their efforts are effective (CMI). We're teaming up with Marketo to give you the tools, tactics, and insights you need to make your content marketing a raving success — one your company will not be able to live without.

Publié dans : Marketing
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How To Generate More Leads with Your Content Marketing

  1. Thanks for joining! We’ll get started in just a few minutes. How To Use Content Marketing For Demand Generation +
  2. How To Use Content Marketing For Demand Generation Alicianne Rand VP, Marketing, NewsCred @aliciannerand Heidi Bullock VP, Demand Generation, Marketo @heidibullock #ThinkContent +
  3. A marketer’s job is many things…
  4. The bottom line: A marketer’s job is to generate demand.
  5. of B2B and B2C buying decisions are made before a buyer ever reaches sales. 70%
  6. Website Blogs Newsletters Lead nurturing Sponsored email campaigns Outbound marketing Advertising Retargeting Webinars Native advertising Social advertising
  7. Today’s customer experience is extremely fragmented.
  8. Content fuels the modern marketing engine.
  9. Demand generation is not just about customer acquisition. It’s about creating a lifetime of customer happiness.
  10. Are you bringing value to the entire customer journey? Top of the Funnel Quality, custom and licensed content focused on helping to answer our customer’s challenges and define the future of content marketing. Often focuses on longtail SEO keywords. Middle of the Funnel High value, original resources created for our Academy. Useful, timely, and also hits on niche topics specific to NewsCred’s offering and solutions. Bottom of the Funnel Custom content converting leads to customers: case studies, product offers, comparison guides, analyst reports, etc. Customer Stage Retaining customers with content specific to their industry and pain points, newsletters, product updates, and tutorials/training Awareness Retain Evaluation Purchase
  11. Great content delivers ROI.
  12. Great content delivers ROI. Source: Hubspot 2014 79% of ‘best-in-class’ B2B marketers rate blogs as the most effective customer acquisition tactic.
  13. Great content delivers ROI. Source: Hubspot 2014 Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less.
  14. Great content delivers ROI. Source: Hubspot 2014 79% of companies that prioritize content marketing report a positive ROI.
  15. Customer growth. Cost savings. Revenue.
  16. So how can you use content marketing to scale your demand generation strategy? Let’s learn from the best.
  17. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Identify / Prioritize Your Goals
  18. Do not just jump to content tactics… ebooks blog webinars SlideShare white papers infographics I just love infographics!
  19. Goals for Content Marketing
  20. Set and prioritize your goals Content Marketing Goal Related Metrics Drive thought leadership Ex: Klout, pr mentions, increase in social (Twitter, FB), web traffic spikes post intiative Increase brand awareness Ex: share of voice (can measure share of traffic), increase in social (Twitter, FB) Lead generation Ex: Increase in key metrics (tofu, mofu, bofu) -> # downloads, # leads, # opps Customer acquisition Ex: # new customers, time to acquire Customer retention / loyalty Ex: NPS, #existing customers, renewals, turnover
  21. Demand Gen Example Asset Stage Programs Measurement 1 month 3 months 6 months Top 10 Reasons to Consider MA Mid - Stage Nurturing – mid stage track Engagement Score >90 6 MT opps 18K MT pipeline Website Form fill outs on website - 1000 10 FT opps, 14 MT opps 30K FT pipeline, 42K MT pipeline PPC Form fill outs - 1500 4 FT opps, 10 MT opps 12K FT pipeline, 30K MT pipeline Retargeting campaigns – lead score >50 Form fill outs - 300 5 MT opps 15K in MT pipeline Enterprise field event follow up Email ctr 2% - 100 form fill outs 4 MT opps 100K in MT pipeline
  22. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Creating The Right Content – 5 Step Plan
  23. New! 7 golden rules for content 1. Meaningful to the reader 2. Actionable 3. Sharable 4. Findable 5. Relevant to your company 6. Readable 7. Consistent online and offline
  24. Step 1: Buyer Personas + Research Who are you selling to? What do they care about?
  25. Step 2: Understand the buyer’s journey
  26. Step 3: Know your potential buyer and what matters to them What are their big pain points? How can you help them? What do they respond to? Ex: Is it ‘fun’ or serious?
  27. Research data, funny videos, curated lists, infographics, thought leadership Step 4: Map content to buying stage Thought leadership and entertainment to build brand and awareness Tools that help buyers find you when they are looking for solutions Company-specific information to help evaluate and reaffirm selection Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars Pricing, demos, services information, 3rd party reviews, customer case studies Early Stage - Awareness Middle Stage - Evaluation Late Stage - Purchase
  28. Step 5: Figure out what you have, what you need
  29. Provocative thought of the day…
  30. Taco Bell Content Strategy Finite set of ingredients….you may not need MORE
  31. “Big Rock” content example Definitive Guide to MA: Webinars: Ebooks: Infographics:
  32. Content is not just whitepapers! • eBooks • Blog posts • Videos • Podcasts • SlideShare presentations • Infographics • Moving Infographics • Activity books/worksheets • Articles • Webinars • And of course landing pages!
  33. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Lead Generation - Examples and Tips
  34. Content powers your demand gen engine Good content = Optimized performance Poor content = Suboptimal performance
  35. Form length matters
  36. Form Completion for Data Augmentation Hidden Fields
  37. The right content per channel matters Source: chicagostyleseo.com
  38. Page 38 Website Personalization
  39. Page 39 LinkedIn Sponsored Update
  40. Facebook Test a mix of content offers – make sure they are visual! Lighter Harder
  41. • In-Video Gating • Adding CTAs • Three key types • Annotations • Pop-Out CTAs • End of Video CTAs Video
  42. Slideshare • You have a great deck • Make it very visual and appealing • Use the form for Slideshare
  43. Your Blog @jonmiller
  44. Blog - Results From average 14 a week to 145/week - 10X growth!
  45. Registration = +18K Attendees = 4,976 Tweets = 2,224 in 4 hours Downloads of Marketo content = 12,112 New Names = 3,194 FT Pipeline - $955K MT Pipeline - $5M Registration = + 4K Attendees = 1464 FT Pipeline = $367K MT Pipeline = $332K Leverage partners
  46. The Power of Peer to Peer • Company to Buyer: 33% Trust • Buyer to Buyer: 92% Trust WOW!!
  47. Get the most out of your content • Get your users to SHARE • Make every campaign social • Increase your visibility and engagement
  48. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Optimize for Mid-Funnel.
  49. Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources. 349 Days on Average
  50. Use Lead Scoring Fit Interest Buying Stage Nurture DisqualifyNurturePass to Sales Pass to Sales
  51. Early (Pre-Opp) Be a Better Marketer Blog Posts Funny Videos Infographics Thought Leadership Mid (Pre-Opp) Why Marketing Automation Buying Guides RFP Templates ROI Calculators Whitepapers Research Late (Post-Opp) Why Marketo Pricing Demos Video Testimonials Case Studies Content – Story Arcs
  52. Define the tactics and cadence
  53. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Program ROI
  54. Key questions to ask • Which content assets work best for you at TOFU, MOFU, BOFU • Which content assets are best performing for a particular vendor (ex: paid email)? • Which assets are good for bringing in qualified leads? • Which assets are good for opportunity creation? • What content works best in nurturing? • What blog post topics have the best engagement?
  55. Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics
  56. Downloaded eBook on Analytics Registered for Analytics Webinar Downloaded Analytics Survey Results Attended “Top 10 Marketing Reports” Webinar Engaged with us at Big Tradeshow Connected with Sales Rep First Touch 3 months $100K $100K
  57. Downloaded eBook on Analytics Registered for Analytics Webinar Downloaded Analytics Survey Results Attended “Top 10 Marketing Reports” Webinar Engaged with us at Big Tradeshow Connected with Sales Rep Multi Touch 3 months $25K $0 $25K $25K $100K $25K
  58. Know what is effective at TOFU vs. MOFU Page FT Revenue MT Revenue Content $410,000 $525,000 Webinars $320,000 $903,000 Tradeshows $325,000 $117,000 More efficient at pushing leads through funnel More efficient at acquiring the right leads
  59. Example Website – 23K views, 10,283 downloads Email – 2,730 clicked Slideshare – 7,693 views Social impressions – 1,149 Good BEST
  60. Leverage Data to Determine Best Offer For Each Vendor Consider offer data, program goal, content asset, and content stage to make final determination.
  61. Content ROI Make sure stakeholders agree on the criteria. Establish Goals and ROI Estimates Up-Front Design Programs to Be Measurable Focus on the Decisions that Improve ROI
  62. QUESTIONS?

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