Models From Mid Funnel Content Campaigns

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This panel will present real world success stories from lead nurturing campaigns, including warming up stagnant leads and accelerating the conversion rates on targeted accounts entering the pipeline.

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Models From Mid Funnel Content Campaigns

  1. 1. PRESENTED BYModels From Mid FunnelContent Campaigns#B2BContentEvent
  2. 2. #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
  3. 3. #B2BContentEvent3“Contentmarketing is allthe marketing thatis left.”Seth GodinBest Selling Author
  4. 4. #B2BContentEvent4
  5. 5. #B2BContentEvent5Can you think of the top 30topics prospects andcustomers might beinterested in?TOPIC MODELING EXERCISE
  6. 6. #B2BContentEvent6TOPIC MODELING EXERCISE
  7. 7. #B2BContentEvent7TOPIC MODELING EXERCISE
  8. 8. #B2BContentEvent8AwarenessConsiderationInquiryPurchaseRetentionFUNNEL STAGES
  9. 9. #B2BContentEvent9GREAT CONTENT ANSWERS CUSTOMERS’ MOST PRESSING QUESTIONS:
  10. 10. #B2BContentEvent10THE CONTENT MATRIX
  11. 11. #B2BContentEvent11SIMPLE MATHSo, how much content doyou need?
  12. 12. #B2BContentEvent125 Personasx 30 Topicsx 5 Funnel Stages---------------------------750 PIECES OF CONTENTSIMPLE MATH
  13. 13. #B2BContentEvent13Case Study
  14. 14. #B2BContentEvent14CASE STUDY: TYPES OF CONTENTHEAVY WEIGHT: Traditional Articles & Paid Content Cost: $21 - $2,000MIDDLE WEIGHT: Q & A Content Cost $10LIGHT WEIGHT: User Generated Content Cost: $2
  15. 15. #B2BContentEvent15CASE STUDY: HEAVY WEIGHT
  16. 16. #B2BContentEvent16CASE STUDY: MIDDLE WEIGHT
  17. 17. #B2BContentEvent17CASE STUDY: LIGHT WEIGHT
  18. 18. PRESENTED BY#B2BContentEventRob YoegelContent Marketing Director @ Monetate
  19. 19. #B2BContentEvent19
  20. 20. #B2BContentEvent20
  21. 21. #B2BContentEvent21
  22. 22. #B2BContentEvent22
  23. 23. Thomas KolestasSVP Advertising Programs, Madison LogicPRESENTED BY#B2BContentEvent
  24. 24. #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?
  25. 25. #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
  26. 26. #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. !
  27. 27. #B2BContentEvent27Instant Nurturing™ Case Study
  28. 28. #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!
  29. 29. #B2BContentEvent!   Panel Speakers !!   Clayton Stobbs, Compendium - @cstobbs!!   Rob Yoegel, Monetate - @RobYoegel!!   Thomas Koletas, Madison Logic - @madisonlogic!Panel Discussion Time

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