Content marketing for lead nurturing

SUCCESSFUL LEAD NURTURING
RUNS ON GREAT CONTENT
Paul Everett, The Marketing Practice

© The Marketing Practice 2012

The Marketing Practice

• One of the UK’s top 10 B2B agencies

• Running integrated (content, telemarketing, digital, events)
campaigns for 10 years

• For clients including…


Over the next 40 minutes…

• How is content being used?

• What’s working best?

• Tips for creating the best performing content


Signs that we need content marketing

• Buyers are increasingly doing their own research

• You’re invited into sales process too late to influence the deal

• Outbound campaign response rates dropping (and cost per lead rising)

• Sales teams struggling to memorably pitch your USPs

• We already spend around 25% of marketing budgets on content…


GREAT CONTENT NEEDS A
METAPHOR, SO HERE GOES…


Without content

• It would be like…


It’s a long process from interest to decision


Finding a first date


Do you mostly find content through search engines or
through your social media network?

Mainly As A Result Of Traditional Online Searching, Such As Search Engines
Mainly As A Result Of Regular Direct Involvement In Social Media Channels
80

70

60
53 52 53

50 47 48 47

40

30

20

10
Total Director Level Specifically IT/Tech


CONTENT EXAMPLES


Content marketing is over 100 years old

• Michelin guide
launched in 1900

• Information on
petrol, garages, restaur
ants & accommodation

• Given away free to
encourage road travel
(and sell more Michelin
types…)


Canon Prospect Engagement


The Chordiant Customer Experience Maturity Model

• Research and benchmarking tool promoted via
LinkedIn, Google, Wikipedia, blog sharing, employee social media
advocates and direct outbound communications
• 90 ‘enquiries’ per month converting to 180 sales leads over 12 months
• Signed Vodafone as a client and attributed £32m pipeline in EMEA


O2 Business readiness
Everyone from Sales through to prospects engaged by the story

In February 2012, two thousand of O2’s HQ
staff didn’t come into the office.
A unique story to bring to life O2’s flexible
working proposition


O2 Business readiness
Everyone from Sales through to prospects engaged by the story

“It’s rather refreshing to see a big tech
company actually do this kind of thing
rather than just talk about it.”


BUILDING GREAT CONTENT


Creating great content – learning from affiliate marketing
• The Life Force 8* basic human needs:

– Survival, enjoyment of life, life extension.

– Enjoyment of food and beverages.

– Freedom from fear, pain, and danger.

– Sexual companionship.

– Comfortable living conditions.

– To be superior, winning, keeping up with the Joneses.

– Care and protection of loved ones.

– Social approval.
*Ca$hvertising by Drew Eric Whitman


What are the audience looking for?


What do you want them to know?

• What do they
think now?

• How do we sell the
next step?

• What’s the value to
them of spending an
hour with you?

What can you be an expert at?


Planning methodology
Discovery: Sales alignment Strategy: Data audit
Sales objectives and business targets Review current data strategy and coverage
Marketing objectives and responsibilities Gap analysis against full potential prospect universe
Handover points and process (in both directions) Define strategy for augmenting/optimising data

Discovery: Proposition insights Implementation: Process design
Market and proposition maturity Inbound contact capture
Buying process stages Outbound nurturing delivery and website integration
Buying knowledge/content requirements at each stage Lead qualification and handover to sales (and back)

Discovery: Audience definition Implementation: Campaign design
Segmentation (by sector/size/customer/prospect...) Select inbound channels
Functions comprising decision-making unit Design first nurture flows and website use
Typical attitudes/expections from supplier Define how personalisation/segmentation will be used

Discovery: Audience access research Implementation: Team & Governance
Channel preferences Internal team requirements
Social Media usage Integration with other activities
3rd party and influencer knowledge sources Reporting requirements specified

Strategy: Content plan Implementation: System design
Existing content audit - what is suitable? Is there a gap between existing and required systems?
Plan headline content hooksand message hierarchy Review potential solutions to support the plan
Align to buying process and promote next steps Implement selected solution
Design creative execution concepts

Tracking the ROI – integrated with telemarketing

€580k Marketing Investment Marketing Investment
£600k

Leads with 13%
£250k Marketing Investment
of target market
Generated:
Weighted pipe -
68 client workshops £12m
€490m Pipeline

£5.37m
€42m Sales Weighted pipe - Weighted ROI
72 times investment 20 times investment

Weighted ROI
21 times investment


Closing thoughts

• Tom UpfoldTM ‘Natural’ calls to action
– Selling the benefits of the next step rather than the end proposition
– ‘Why should I give up my time to meet you?’
– Capture their interest first, then qualify them (not vice-versa)

• Aligned with Sales, not necessarily just to Sales
– Interactive content marketing and experiences put Marketing closer to
the audience
– Will it drive results that count?

• Plan Year 2 from Day 1
– How we will prove success? (don’t start without it)
– What else will we want to do?
– What will we do when our content is a year out of date?


THANK YOU


Content marketing for lead nurturing

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