PRESENTED BYModels From Mid FunnelContent Campaigns#B2BContentEvent
#B2BContentEvent! Overview !! This panel will present real world success stories from lead nurturingcampaigns, including warming up stagnant leads and accelerating theconversion rates on targeted accounts entering the pipeline. ! Panel Speakers !! Clayton Stobbs, Compendium!! Rob Yoegel, Monetate!! Thomas Koletas, Madison Logic!Session overview and agenda
#B2BContentEvent3“Contentmarketing is allthe marketing thatis left.”Seth GodinBest Selling Author
Thomas KolestasSVP Advertising Programs, Madison LogicPRESENTED BY#B2BContentEvent
#B2BContentEvent! Timeliness!• Leads from Content are often not called or e-mailed for up to 2 weeks.(Madison Logic Lead Focus data)!• Sales People Abandon Leads after 2 calls on average when it takes 6Attempts to Make Contact (2011 eMarketer)!! Remedies!• Instant Nurturing!• Fine Tuning Marketing Automation with Intent Data!• CRM Retargeting!How Do Good Leads Get to the Middle?
#B2BContentEvent25Discovery Phase- Shorter than you think!• Discovery Period: 1-10 days forresearch download activity• Optimal nurturing opportunity iswithin the first five days• Average downloads for a topic byone prospect is 3-5 papersOptimal Time to NurtureNumber of DaysPercentageofDownloadsNumber of DaysNumberofDownloadsMethodology• 2012 Data Review• Over 2 Million Downloads
#B2BContentEvent26Instant Nurturing A/B TestMethodology:!!1. Split registrants into 2 equal groups!2. Standard Email reminders for Group A (control group)!3. Standard Email reminders + Instant Nurturing for Group B(experimental group)!4. Record total # of registrations for each group!5. Analyze!Hypothesis:!!Webinar registrants that have received Instant Nurturing will yield a higherattendance rate than those that did not receive Instant Nurturing. !
#B2BContentEvent27Instant Nurturing™ Case Study
#B2BContentEvent28Data Match ™ Behavioral AnalyticsFeed MarketingAutomation!Platforms BehavioralData for Smarter LeadNurturing.!!Discover Plan-to-Purchase !Trends at the Customerand Account Level !!Pinpoint Inﬂuencersand Decision MakersFaster During theBuying Cycle!
#B2BContentEvent! Panel Speakers !! Clayton Stobbs, Compendium - @cstobbs!! Rob Yoegel, Monetate - @RobYoegel!! Thomas Koletas, Madison Logic - @madisonlogic!Panel Discussion Time