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How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results
How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results
How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results
How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results
How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results
How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results
How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results
How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results
How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results
How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results
How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results
How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results
How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results
How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results
How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results
How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results
How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results
How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results
How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results
How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results
How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results
How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results
How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results
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How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results

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When Michelle Levy, Associate Vice President of Marketing Programs for ECI Telecom, was tasked with marketing an innovative, powerful solution to a varied, broad audience who knew nothing of its …

When Michelle Levy, Associate Vice President of Marketing Programs for ECI Telecom, was tasked with marketing an innovative, powerful solution to a varied, broad audience who knew nothing of its value, she responded by developing a comprehensive content-marketing initiative. Her goal: to make efficient and effective use of time, money and resources. She was impressed by the outcomes - a 79 percent e-mail open rate - and surprised by how the initiative positively impacted the organization’s entire marketing effort.

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  • 1. Case Study: Executing content marketing to drive leads‐to‐sales conversion Michelle Mogelson Levy Associate Vice President, Marketing Programs ECI Telecom March 16, 2011
  • 2. Michelle Mogelson Levy Associate Vice President, Marketing Programs ECI Telecom Michelle is responsible for demand generation  and global marketing programs, and is focused  on aligning marketing campaigns to the buyer’s  journey.   Areas of expertise include lead generation,  management, nurturing and scoring, and  marketing automation. She is passionate about  reporting, measurement and best practices.  @mogelsonlevy 2#b2blead
  • 3. Case Study Background The  ECI Telecom company The  B2B telecom market,  marketplace 12‐18 month complex sales cycle Network infrastructure solutions The product for telecom providers Automated email marketing lead  The channel nurturing campaigns The  To increase amount of Marketing Qualified  campaign  objective Leads being pushed to sales 3#b2blead
  • 4. Case Study Background Centralized core marketing team managing all outbound campaigns Small team tasked with multiple, simultaneous lead nurturing  campaigns covering several segments Running segmented email campaigns based on behavior without  aligning content to buyers journey Segmented marketing database of over 30K prospects Hundreds of unmapped/unknown/orphan marketing assets  4#b2blead
  • 5. The Tale of Two Campaigns Campaign #1 – The Easy Win Focused, targeted campaign to defined  audience for segmented industry Utility Market Segment  Utilized ECI generated content for  5 step nurturing campaign Results: 33% open rate 11% conversion Sherpa Benchmark: 24% open rate 12%  conversion 5#b2blead
  • 6. The Tale of Two Campaigns Campaign #2 – The True Challenge Broad‐based technology  campaign spanning numerous  applications and solutions Wireless Backhaul 6#b2blead
  • 7. Challenge & Goal Replicate successful conversion rates on  The Easy Win campaign…how can we  ensure success for The True Challenge? Challenge Create personalized, highly segmented  lead‐nurturing campaign by offering  compelling content matched to the  early/educational stage of the buying cycle  Goal 7#b2blead
  • 8. Strategy What do I  What do I  need? have? How do I fill  the gap? 8#b2blead
  • 9. Strategy to Tactics – What Do I Need? What do I need? What do I have? How do I fill the gap? Tactic #1 Define which assets are needed to fuel campaign Result:  Set of third‐party content aligned with  educational stage of buying  cycle 9#b2blead
  • 10. Strategy to Tactics – What Do I Need? What do I need? What do I have? How do I fill the gap? Tactic #2 Audit and allocate existing content to stages  of buying cycle Align/educate global matrix organization of  content creators and owners to buyers’ journey  Results of asset audit 695 assets 10#b2blead
  • 11. Transfer the Knowledge to Buyer at Right Time What do I need? What do I have? How do I fill the gap? Education Solution Vendor Selection Loosening of the  Committing to  Exploring Possible  Committing to a  Justifying the  Making the  Status Quo Change Solutions Solution Decision Selection We understand the  Your solution will  We are confident  We might have a  Your solution  problem and how it  have the greatest  The business case is  problem, or we are  applies to our  and ready to move  connects to our  impact on our  justified internally.  conceiving a vision.  need.  forward. business. business. Thought  Solution  Solution Financial  Value Story On Boarding Leadership Knowledge Validation Justification Published Articles Events/ Welcome Kit Proof Of Concept  ROI  tools Social Media Webinars Business Oriented Training Competitive Tools Client References  White papers Web site/SEO Case Studies Customer  Blogs  Executive Briefings Product Specs Analyst Reports Newsletter 11#b2blead
  • 12. Education What do I need? What do I have? How do I fill the gap? Education Solution Vendor Selection Loosening of the  Committing to  Exploring Possible  Committing to a  Justifying the  Making the  Status Quo Change Solutions Solution Decision Selection Content at this stage focuses on  introducing a problem, and then  connecting that problem to critical  Problem ACTION business issues. It should create a sense  of urgency for a target to take action,  action that should eventually lead them  Business Business to consider a solution that you offer. issues issues 12#b2blead
  • 13. Solution What do I need? What do I have? How do I fill the gap? Education Solution Vendor Selection Loosening of the  Committing to  Exploring Possible  Committing to a  Justifying the  Making the  Status Quo Change Solutions Solution Decision Selection Once targets commit to solving a problem,  Solving the content should be built to help them pinpoint  problem their needs in relation to the problem. Next  comes the process of matching needs against a  Needs range of solution options in order to find the  type of solution that is the best fit, which has  unique content requirements of its own. Best fit solution 13#b2blead
  • 14. Vendor Selection What do I need? What do I have? How do I fill the gap? Education Solution Vendor Selection Loosening of the  Committing to  Exploring Possible  Committing to a  Justifying the  Making the  Status Quo Change Solutions Solution Decision Selection Content at this stage should focus on helping buyers  vendor differentiate vendors that offer the ideal solution,  vendor and arming them with the information they will need  vendor to address the questions and concerns of other  vendor influencers. Clearly communicating features and  Vendor functionality, demonstrating return on investment  and total cost of ownership, and sharing details  ROI Service TCO around service. 14#b2blead
  • 15. Alignment: Established Content Committee What do I need? What do I have? How do I fill the gap? Product  Managers Product Marketing Solution Marketing Programs Marketing AR/PR Web and Media 15#b2blead
  • 16. Content Audit and Mapping Process What do I need? What do I have? How do I fill the gap? Quality Value Does the content asset meet the same  How thoroughly does it address a  quality standards you set for your  customer pain point?  What content  products and services?  pieces should be made freely available  to Web site visitors and which should  be gated?  Relevance Influence Does the content meet the information  Does the content asset influence buyer  needs of the buyers journey?  Is it  perceptions? Does it best emphasize  relevant for the designated persona? specific issues, risks, inefficiencies or  opportunities that an offering is tied  to? 16#b2blead
  • 17. Strategy to Tactics – What Do I Need? What do I need? What do I have? How do I fill the gap? Tactic #2 Breakdown by buying cycle: Raw data 400 Vendor Selection: 174 Solution: 120 Educational: 1  17#b2blead
  • 18. Strategy to Tactics – How Do I Fill the Gap? What do I need? What do I have? How do I fill the gap? Tactic #3 Acquire third‐party assets Define sources of valuable content  Third‐party validation sources; analysts,  research firms Sponsored (writing) articles by  independent thought leaders Purchase licensed content for  distribution Execute campaign 18#b2blead
  • 19. Results Quantitative The Easy Win: Average of  33% open rate and 11%  post‐click conversion rate The Real Challenge: Average of 78% open rate and  23% post‐click conversion  rate Industry benchmarks: 24% open rate and 12% click  through rate (Sherpa 2011 Benchmark Guide) Qualitative Content audit serves as basis for web  mapping and supports all future campaigns Organizational alignment to buying cycle Open rate: emails opened divided by emails delivered, Post‐click conversion rate:  completed a registration form 19#b2blead
  • 20. Summary and Key Takeaways What do I  What do I  need? have? How do I fill  the gap? Increased conversion rates by 136%. Its all about your buyers’ journey… Aligning your content to their journey will enable you to deliver the right  content to the right audience at the right time. 20#b2blead
  • 21. Credits Aligning Content to Buyers Journey 2011 Email Marketing Benchmark  Report 21#b2blead
  • 22. Thank You Michelle Mogelson Levy AVP Marketing Programs  ECI Telecom Mail:  Michelle.Levy@ecitele.com Linkedin:  MichelleMogelsonLevy Twitter: @mogelsonlevy 22#b2blead
  • 23. Next Steps and Resources 1. Please fill out the post‐webinar survey 2. View past and sign up for future webinars • B2BLeadBlog.com/webinars 3. Join the B2B Lead Roundtable LinkedIn group • B2BLeadBlog.com/Linkedin 4. Connect and share • B2BLeadBlog.com • Twitter @B2BLeadBlog#b2blead

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