Content Marketing is the new Lead Generation
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1 Content Marketing is the new Lead Generation David Newcorn VP/Digital & Custom Media Spring 2012
2 My goals Convince you of the vital and underutilized (and under-appreciated) role of content in lead generation Expose you to some new ways of thinking about lead generation, specifically with regard to content creation
3 Stages of the B2B buying cycle TODAY Early/middle stages: Buyer researches without talking to sales person. Later stages: Buyer talks to your salesperson.
4 For your most recent packaging project, how did you start your path to purchase? Marketing gap No direct control over conversation Source: Packaging World Buying Cycle Study, Sept. 2010
5 Rise of Content Marketing Buyers educate themselves by consuming content that answers their questions. By 2015, 74% of research and education will be done online, well before a sales conversation takes place
6 Rise of Content Marketing Internet marketing and lead generation are really about content marketing Your content or lack thereof is what s separating you from capturing and nurturing leads until they are sales-ready
7 Interlude I just spared you a 40-minute presentation just on making the case for the need for content marketing Have I made a convincing argument so far? Next few sides predicated on you buying this argument
8 B2B Content Marketing Maturity Model
9 B2B Content Marketing Maturity Model Stand: No Content Marketing DNA
10 B2B Content Marketing Maturity Model Stand: No Content Marketing DNA No internal understanding of content marketing s role in lead generation No process for regularly producing content Low production values (e.g. video with no sound) No budget for regular content creation Not part of anyone s job in marketing dept. No knowledge of marketing automation software No marketing to the middle of the sales cycle
11 Awareness-to-sales cycle
12 B2B Content Marketing Maturity Model Stretch:
13 B2B Content Marketing Maturity Model Stretch: Curiosity One person internally who is aware of value of content but may lack support, budget or buy-in Aware of relationship between good content and lead generation, but not always delivering Production values tend to be better attractively designed white papers, professional videos But still no system for regularly producing content Curiosity about marketing automation software
14 B2B Content Marketing Maturity Model Walk: Let there be light
15 B2B Content Marketing Maturity Model Walk: Let there be light Champion at highest level of marketing dept Separate budget for content marketing Permanent part of someone s job Semi-occasionally producing content Seeing more and better leads generated Still not marketing to middle of sales cycle No cohesive content marketing strategy yet Investigating marketing automation software
16 B2B Content Marketing Maturity Model Jog: Toward a strategy
17 B2B Content Marketing Maturity Model Jog: Toward a strategy True content strategy vs one-off pieces System for regularly creating new content Targeting content to different stages of buy cycle Starting with marketing automation software Marketing to the middle of sales cycle Lead scoring model not yet fully implemented Haven t linked buying intent to content accessed No buy-in from sales on sales-readiness of lead
18 B2B Content Marketing Maturity Model Jog: Connecting the dots
19 B2B Content Marketing Maturity Model Run: Connecting the dots Web site tagged using MA software Lead scoring model implemented, linking buying intent to specific content accessed Buy-in from sales on when a lead is sales-ready Expanded investment in content marketing Culture of content Full-time content person or regular investment in outsourced content creation
20 B2B Content Marketing Maturity Model Run: Connecting the dots Measurable increase in sales opportunities presented to sales Can demonstrate connection to revenue (Justifies larger investment in marketing) Content > leads > sales-ready leads > sales > more money for content = marketing that demonstrates ROI
21 Zen marketing koan What happens when you give sales people a soft lead?
22 The rise of marketing automation And many, many more...
23 Why marketing automation One-to-one personalized marketing Nurture soft leads until they are sales ready Provide the right content at the right time based on what they click, watch, download, open, and in what time period The catch: MA is fueled by content
24 What kind of content? Not about pushing out what you want to say It starts with listening to buyers, hearing their questions, issues, pain points
25 Creating killer content Map buying process for your product What do prospects ask at each phase Produce a plan to create engaging content that answers those questions at each phase As you identify gaps, fill in with more content Goal: Be in the right place with the right content at the right time 1:00
26 3 types of content marketing Education Why must issue be dealt with? Industry trends driving solution of the problem What happens if you don t address the need.
27 3 types of content marketing Expertise Prospects may perceive your product as a commodity Your company s expertise can make the difference Buyers looking for vendors whose expertise adds value
28 3 types of content marketing Evidence Don t take our word for it Here s proof we deliver Two versions of case study Problem/solution for early stage Save detail for later stage
29 Content must pass this test Which prospect pain point does this content connect with? What prospect question does this content attempt to answer? 1:00
30 Creating a culture of content Your content lives outside the marketing dept. Breaking down silos Altering culture to allow content to surface quickly and regularly Must have buy-in from senior management Must have buy-in from engineering, product development, field service, customer service In-house training course on finding stories Digital skills Blogging Sharing stories
31 B2B example: Indium corp Convinced 17 engineers to launch 73 blogs About soldering! Engineers not journalists Increased customer contacts from web site 600%
32 Best types of content: Stage 1 Content most often used by respondents during stage 1 Industry trends How-to-buy guides Best practices Source: Packaging World Buying Cycle Study, Sept. 2010
33 Best types of content: Stage 2 Content most often used by respondents during stage 2 Case studies White papers Webinars Topic ideas: industry trends best practices mistakes to avoid Source: Packaging World Buying Cycle Study, Sept. 2010
34 Best types of content: Stage 3 Content most often used by respondents during stage 3 Customer testimonials Videos Assessment tools Source: Packaging World Buying Cycle Study, Sept. 2010
35 Best types of content: Stage 4 Content most often used by respondents during stage 4 Vendor comparison charts Benchmark peer data Boardroom powerpoint Source: Packaging World Buying Cycle Study, Sept. 2010
36 NEW: on-demand webinar shorts Use inexpensive on-demand webinar software like sliderocket.com Forget 1-hr webinar how about several 5-min webinars? (80% of IDG s customer webinar content is short ondemand pieces 20 min or less) Conducive to discerning movement in buying cycle Poor man s video it works!
37 The life of a lead Think in terms of college courses: Click on an newsletter ad (101) Download a white paper (201) Watch a product video (202) Download a buying guide (301) Download of a detailed case study (302) Download a competitive assessment (401) This person is ripe for contact by your sales force
38 Warnings Don t be distracted by specific channels or technologies ( We need mobile! We need more Facebook! ) Don t start with marketing automation without first tackling content marketing Beware creating content and targeting by industry or persona increases complexity don t tackle unless you ve mastered basics first
39 We offer content creation services! White papers, articles, case studies On-demand webinars Video scripting, filming, editing Performance-booster copywriting for newsletter ads Consulting engagements for content strategy
40 High-end content creation For sophisticated lead-gen programs
41 We are marketing-automation ready Shifted our platform to Silverpop We can tag your Web site and ours with special code Track movement of our audience on our site, on your site Can create a custom scoring model to your company Opens the door to AW offering this in the future
42 Conclusion Lead generation IS content marketing Good content = better leads Good content strategy enables marketing automation Content marketing requires significant investment Recent Altimeter study: 100% of high-profile B2B & B2C marketers studied are increasing their investment in content marketing (source)
43 Conclusion Go slow focus on the next step of the Content Marketing Maturity Model Don t worry about marketing automation software until you ve mastered the basics of content marketing Baby steps! Consider a pilot program, investing in the creation of 3 or 4 pieces of high-quality content, look at results versus status quo.
44 The reward for your company Companies going from nothing to basic content marketing ( Walk ) see 20% to 30% improvement Going from basic to advanced ( running ) can result in 6X improvement Source: Research by Marketo Share results with executive management to get their buy-in and justify ongoing and future investment
45 The reward for you personally Learn to master content marketing Learn to move your organization through the Content Marketing Maturity Model This is what gets you promoted at your current job This is what gets hired at your next job!
46 None of this is easy My final 2 cents Very different skill set than currently exists in many marketing departments Content marketing and marketing automation rapidly happening in software and technology marketing It s where lead generation is headed
47 Questions? David Newcorn VP/Digital & Custom Media Summit Media Group, Inc. 312/
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