1 contentmkt13 OPTIMIZE YOUR LEAD NURTURING PROCESS: THE RIGHT CONTENT TO THE RIGHT AUDIENCE
2 contentmkt13 PRESENTED BY: AMERICAN MARKETING ASSOCIATION Pawan Deshpande Founder and CEO, Curata Brian Kelly CMO, InsideView
3 5 CONTENT MARKETING ESSENTIALS contentmkt13 1. COMPLETE YOUR CONTENT TOOLBOX Beyond marketing automation, what technologies must every marketer leverage? 2. WORK WITH COMPLETE LEADS EVERY TIME How can you eliminate incomplete leads from your demand generation world? 3. PERSONAS, PILLARS, PLACE InsideView for MarkeAng Do you have a high performing content marketing strategy built on who you re targeting, what you re going to tell them and where you re going to reach them? 4. BALANCED APPROACH: CREATION and CURATION You are going to create some, but that s not enough. How can content curation extend your reach? 5. LEARN FROM THE BEST Best-in-class examples are winning with their content marketing strategies?
4 contentmkt13 NEW MARKETING PARADIGM Content MarkeAng Rules Content must be relevant In the right channel You need both curated and created Inbound Lead Strategies Leverage the buyers that are finding you online AutomaAcally enrich all leads Deliver relevant content through the sales process
5 contentmkt13 WEBINAR AGENDA How B2B Marke=ng Has Changed Content Crea=on and Cura=on Sales Process with Automated Lead Enrichment Examples Ques=ons SLID E :5
6 contentmkt13 B2B MARKETING HAS CHANGED 87% of B2B marketers cite content markeang as a top markeang strategy* 64% of B2B content marketers say their biggest challenge is producing enough content* 87% of B2B marketers use social media to distribute content Interesting content is a top 3 reason that people follow brands on social media 57% of buying decisions are made before the first sales call 74% of marketers are challenged to generate high-quality leads *
7 POLL QUESTION contentmkt13 What percentage of your leads are driven by inbound strategies? <10% 10-25% 26-50% 51%-75% >75% I don t know
8 Is your content markeang strategy built on who you re targeang, what you re going to tell them, and where you re going to reach them? PERSONAS, PILLARS, PLACE
9 POLL QUESTION contentmkt13 Where do your inbound leads come from? Facebook Twi[er Blog posts Web Forms All of the above None of the above
10 contentmkt13 THE AGE OF CONTENT MARKETING
11 CONTENT DRIVES THE BUYING CYCLE contentmkt PEER CONTENT Educate customers on the need, Create Interest EXPERT CONTENT Describe solutions, Create Preference VENDOR CONTENT Define Products, Differentiate from Competitors
12 CONTENT MARKETING WORKS contentmkt13
13 contentmkt13 WHAT ARE YOUR MARKETING CHALLENGES? Source: Curata s 2012 Content Curation Adoption Survey
14 contentmkt13 *
17 HAVE YOU EVER? contentmkt13 Published a Best of post Commented or shared a link on Twitter Pasted a link to Facebook with your commentary?
18 contentmkt13 Blog Posts News Sites Newsletters Social Media Podcasts ebooks Special Reports Infographics Polls & Surveys Video Webinars Download at
19 contentmkt13 THEN YOU VE CURATED
20 CONTENT CURATION DEFINED contentmkt13 Content curation is the process of consistently finding, organizing and sharing the most relevant and highest quality digital content on a specific topic for a target market.
21 THE CONTENT CURATION PROCESS contentmkt13 Find Curate Share
22 contentmkt13 CURATION IN MUSEUMS You can create value simply by curating.
23 contentmkt13 IDENTIFY Iden=fy: hnp://bit.ly/cura=ontopic
24 contentmkt13 FIND Sources RSS Feeds News Sites Blogs Trade Pubs Twi[er Journals Schedule a regular and consistent =me every day to review content. Blog Post: hnp://bit.ly/cura=onsources
25 contentmkt13 ORGANIZE Categorize Tag Group Index Archive Recommend Use categories & tags in blog so^ware Make your CTA point to another piece of content Create digests & roll- up summaries Think like a librarian when organizing content. Blog Post: hnp://bit.ly/cura=onorganize
26 contentmkt13 SHARE Website / Microsite Blog Mobile devices NewsleNer Embeddable Widgets Feeds Social Media Share content everywhere your audience is. Blog Post: hnp://bit.ly/cura=onshare
27 contentmkt13 CREATE ADD VALUE Abstract Quote Re=tle Parallelize Storyboard Summarize CurateAnnotate Add more commentary that amount of the content you repost
29 contentmkt13 THINK BEYOND YOUR OWN BRAND Include competitor content Include content that may not agree with your position Become a trusted and reliable authority You may need to curate competitor content to become a thought leader.
30 CONTENT CURATION & FAIR USE contentmkt13 Share only a portion of the original content Always attribute sources Drive visitors to the original publication Follow the Google Rule of Thumb Create, curate, but never pirate content. hnp://bit.ly/cura=onethics
31 CRM INTELLIGENCE Find More Leads, Win More Deals, Grow Accounts
32 How can you eliminate incomplete leads from your demand generation world? START THE SALES PROCESS WITH AUTOMATED LEAD ENRICHMENT
33 contentmkt13 MORE LEADS, LESS INFORMATION INBOUND MARKETING SEO Marketing Automation Social Media OUTBOUND MARKETING Lists + Telemarketing
34 INBOUND LEAD CHALLENGES contentmkt13 Inefficient Incomplete leads ignored Too much manual research Too many form fields Improperly routed leads Sales frustraaon Costly Significant lead loss Nurturing fails Lower pipeline values Decreased lead volume Missed revenue opportunity
35 contentmkt13 CRM INTELLIGENCE GET MORE LEADS WIN MORE DEALS RETAIN AND GROW ACCOUNTS 2013 InsideView. All rights reserved.
36 contentmkt13 CRM INTELLIGENCE PLATFORM DATA ESSENTIAL COMPONENTS OF CRM INTELLIGENCE INSIGHTS CONNECTIONS
37 contentmkt13 COMPLETE, ACCURATE DATA CRM INTELLIGENCE PLATFORM DATA INSIGHTS Complete, accurate company and contact information Real-time updates of company and contact information Focus on decision makers CONNECTIONS FINANCIAL SOCIAL MEDIA
38 contentmkt13 TIMELY, ACCURATE INSIGHTS CRM INTELLIGENCE PLATFORM DATA Timely information about target market Engage prospects and customers with relevant insights. INSIGHTS CONNECTIONS
39 contentmkt13 CRM INTELLIGENCE PLATFORM COMPREHENSIVE CONNECTIONS NETWORK DATA Leverage social and professional connections INSIGHTS CONNECTIONS
40 contentmkt13 CRM INTELLIGENCE PLATFORM DATA INSIGHTS CONNECTIONS CRM INTEGRATION Integrated into CRM and Marketing Automation
41 INTELLIGENT CONTENT MARKETING contentmkt13 SALES LIFECYCLE Capture leads from any source (web forms, events, manual input, etc.) MARKETING FIND MORE LEADS SALES WIN MORE DEALS ACCOUNT MANAGEMENT RETAIN AND GROW
42 INTELLIGENT CONTENT MARKETING contentmkt13 SALES LIFECYCLE Capture leads from any source (web forms, events, manual input, etc.) MARKETING FIND MORE LEADS Enrich sparse leads with real-time data Score & route leads faster SALES WIN MORE DEALS Deliver more targeted campaigns ACCOUNT MANAGEMENT RETAIN AND GROW
43 INTELLIGENT CONTENT MARKETING contentmkt13 SALES LIFECYCLE Capture leads from any source (web forms, events, manual input, etc.) MARKETING FIND MORE LEADS Enrich sparse leads with real-time data Score & route leads faster SALES WIN MORE DEALS Deliver more targeted campaigns ACCOUNT MANAGEMENT RETAIN AND GROW
44 INTELLIGENT CONTENT MARKETING contentmkt13 SALES LIFECYCLE Capture leads from any source (web forms, events, manual input, etc.) MARKETING FIND MORE LEADS Enrich sparse leads with real-time data Score & route leads faster SALES WIN MORE DEALS Deliver more targeted campaigns Receive complete, actionable leads quickly Utilize connections & insights to engage prospects ACCOUNT MANAGEMENT RETAIN AND GROW
45 INTELLIGENT CONTENT MARKETING contentmkt13 SALES LIFECYCLE Capture leads from any source (web forms, events, manual input, etc.) MARKETING FIND MORE LEADS Enrich sparse leads with real-time data Score & route leads faster SALES WIN MORE DEALS Deliver more targeted campaigns Receive complete, actionable leads quickly Utilize connections & insights to engage prospects ACCOUNT MANAGEMENT RETAIN AND GROW Be alerted to people and company changes Manage more accounts Cross-sell and upsell your accounts
46 MORE QUALIFIED LEADS contentmkt13 Leads Capture more leads from the same spend Qualified Leads Turn unproductive leads into qualified leads Opportunities Significantly improve marketing-generated pipeline Capture the admiration of your partners in Sales Wins Drive greater impact on revenues
47 contentmkt13 Which best-in-class companies have winning content strategies? LEARN FROM THE BEST
50 contentmkt13 IBM Whole Foods Oregon Wine Board FedEx Intel United Nations Adobe & more Download at curata.com/resources With a foreword by Rohit Bhargava Author of Likeonomics & Personality Not Included
51 CRM INTELLIGENCE IMPROVES CONTENT MARKETING contentmkt13 MARKETING Find more leads An 11% improvement in form completions. SALES Win more deals 22% Lead Conversion 12% Increase in Win Rate 33% Increase in Average Deal Size ACCOUNT MANAGEMENT Retain more customers Reduce attrition and Identified upsell opportunities across 1000 s of accounts.
52 THINGS TO REMEMBER contentmkt13 CONTENT MARKETING Create a balance between created and curated content Think beyond your brand to win customer confidence Always practice fair content use rules CRM INTELLIGENCE Maximize the impact of each inbound lead More effective scoring, routing, nurturing CRM Intelligence supports each stage of the sales cycle
53 QUESTIONS & MORE INFORMATION contentmkt13 Curata InsideView Ebook: 5 Simple Steps to Becoming a Content Curation Rockstar Silverpop Taps InsideView for More Qualified, Complete Leads. Download the case study now. Download: