OPTIMIZING CONTENT: HOWTO REACH YOUR PROSPECTS WITH THE RIGHT MESSAGE AT THE RIGHT TIME <br />Presented byMarcus Tewksbury...
demand generation<br />sales enablement<br />share of voice<br />interactive marketing<br />engagement<br />user generated...
Content is King<br />
Agenda:<br />Marketing 101: Right People, Right Place, Right Message<br />Mapping Content to the Buyer Journey<br />Gettin...
Marketing 101:<br />Right People<br />Right Place<br />Right Message<br />
People<br />Buyer Personas are short descriptions or biographies of fictitious, archetypical customers. A persona definiti...
Creating Buyer Personas – Data Collection Methods<br />Interviews<br />Customers<br />Prospects<br />Sales team<br />Regis...
Creating Buyer Personas – Defining Segments <br />User<br />Influencer<br />Technical buyer<br />Economic buyer<br />Decis...
Creating Buyer Personas – Key Attributes<br />Title<br />Job description<br />Industry<br />Years of experience<br />Years...
Sample Buyer Persona<br />VP of Marketing<br />Responsible for creating and managing overall marketing strategy encompassi...
Buyer Persona Impact on Content<br />VP has many direct reports and ultimate purchase authority<br />Focus on later stage ...
Additional Buyer Persona Attributes<br />Name<br />Age<br />Education<br />Likes/dislikes of job<br />Outside Interests<br />
Sample Buyer Persona – Additional Attributes<br />VP Veronica<br />43<br />MBA<br />Enjoys variety of disciplinesandabilit...
Additional Insight for Content<br />As a member of Gen X, Veronica is independent and self-sufficient<br />She values self...
Getting Started Tips for Creating Buyer Personas<br />Plan carefully<br />If resources are limited, start small<br />Take ...
Place<br />Marketing channels are the avenues an organization uses to communicate with potential buyers in order to lead t...
Marketing Channels<br />Offline<br />Direct Mail<br />Print<br />TV<br />Radio<br />Telemarketing<br />Tradeshow<br />Conf...
Marketing Channels<br />Online<br />Email<br />Search<br />Blog<br />Company Website<br />Webinar<br />Online Advertising<...
Marketing Channels<br />Mobile<br />SMS<br />Email<br />Advertising<br />Search<br />Podcast<br />Custom Apps<br />
Marketing Channels<br />Social<br />Social networks<br />Microblogs<br />Collaboration tools<br />Wiki<br />Customer Forum...
Message<br />Buyer’s journey refers to the behaviors of a consumer along the path of the sales cycle beginning from the id...
Fun with Funnels<br />Awareness<br />Interest<br />Evaluation<br />Commitment<br />Referral<br />
MAPPING CONTENT TO THE BUYER’S JOURNEY<br />
Buyer Needs at Each Stage of the Journey<br />Discovery<br />Understand the business problem and identify vendors who offe...
Mapping Content to the Buyer’s Journey<br />Discovery<br />Content that informs the buyer <br />Blog<br />Article<br />Sel...
Mapping Content to the Buyer’s Journey<br />Consideration<br />Content that helps the buyer select the ideal vendor<br />C...
Mapping Content to the Buyer’s Journey<br />Decision<br />Content that validates the purchase<br />ROI calculator<br />Che...
GETTING THE MOST BANG FOR YOUR MARKETING BUCK<br />
SiriusDecisions Demand Waterfall<br />
Processes to Have in Place to Measure the Demand Waterfall<br />Capture lead source to ensure marketing generated leads ar...
Demand Waterfall Benchmark Conversions<br />* SiriusDecisions Benchmarks<br />
Calculating Your Conversions<br />Keep in mind that outbound marketing efforts typically garner a 1.5-2.5% response rate (...
A Conversion Example<br />Assume 10,000 inquiries annually (from 400,000 – 670,000 targeted)<br />400,000<br />Targets<br ...
A Conversion Example<br />An average 4.1% conversion to MQL = 410<br />
A Conversion Example<br />If 62% convert to the next stage, that will result in 254 SALs (MQLs that are not accepted by sa...
A Conversion Example<br />A 47.5% conversion to SQLs will created 121 opportunities<br />SAL<br />SQL<br />254<br />121<br />
A Conversion Example<br />If 22.1% of the opportunities close, this will equal 27 won deals attributed to marketing<br />
Lead Conversions<br />
Recycled Leads<br />9,590 + 156 + 133 + 94 = 9,973<br />
Don’t Fret If You’re Below Average<br />Calculate the ratio of yourconversion rates to the average<br />Ex. If Your Inquir...
Tying It All Together<br />Once you’ve confirmed your lowest stages of conversion (in comparison to the benchmarks), deter...
Resources<br />Content Marketing Institute<br />Buyer Persona Institute<br />SiriusDecisions<br />
Contact<br />Marcus Tewksbury<br />@tewksbum<br />Sharon Zaugh<br />@sharon_zaugh<br />
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Optimizing Content: How to reach your prospects with the right message at the right time

  1. 1. OPTIMIZING CONTENT: HOWTO REACH YOUR PROSPECTS WITH THE RIGHT MESSAGE AT THE RIGHT TIME <br />Presented byMarcus Tewksbury and Sharon Zaugh<br />
  2. 2. demand generation<br />sales enablement<br />share of voice<br />interactive marketing<br />engagement<br />user generated content<br />customer success management<br />share of wallet<br />mobility<br />Social CRM<br />contextual discovery<br />customer experience<br />demand funnel<br />revenue performance management<br />inbound marketing<br />customer centric<br />reputation management<br />content marketing<br />business intelligence<br />ROI<br />digital marketing<br />crowdsourcing<br />lead management<br />maturity model<br />loyalty marketing<br />web 2.0<br />customer lifecycle management<br />social search<br />
  3. 3. Content is King<br />
  4. 4. Agenda:<br />Marketing 101: Right People, Right Place, Right Message<br />Mapping Content to the Buyer Journey<br />Getting the Most Bang for Your Content Buck<br />
  5. 5. Marketing 101:<br />Right People<br />Right Place<br />Right Message<br />
  6. 6. People<br />Buyer Personas are short descriptions or biographies of fictitious, archetypical customers. A persona definition provides clarity on your target for programming and for communication.<br />
  7. 7. Creating Buyer Personas – Data Collection Methods<br />Interviews<br />Customers<br />Prospects<br />Sales team<br />Registration forms<br />Keyword analysis<br />Analyst/competitor reports<br />Observation<br />Live events<br />Social networks (e.g. LinkedIn Groups, Twitter hashtags)<br />
  8. 8. Creating Buyer Personas – Defining Segments <br />User<br />Influencer<br />Technical buyer<br />Economic buyer<br />Decision maker<br />
  9. 9. Creating Buyer Personas – Key Attributes<br />Title<br />Job description<br />Industry<br />Years of experience<br />Years in current role<br />Role in purchase decision<br />Needs<br />Pain points<br />Pressures and barriers<br />
  10. 10. Sample Buyer Persona<br />VP of Marketing<br />Responsible for creating and managing overall marketing strategy encompassing direct, email, event and online marketing<br />Mid – large online retailers<br />15 – 20 years total experience<br />3 – 5 years in current role<br />Purchase role = decision maker<br />Needs to align disparate systems to better track success of each department within marketing<br />Reporting variables and timing is not consistent among department managers<br />Under pressure from CEO to reduce spending over last year<br />
  11. 11. Buyer Persona Impact on Content<br />VP has many direct reports and ultimate purchase authority<br />Focus on later stage content<br />Less concerned with features/functionality, more concerned with integrating into existing programs<br />Provide case study showing how clients have implemented tool with a summary of benefits<br />Price sensitive<br />Call out cost benefit over competitors, show how to calculate ROI<br />
  12. 12. Additional Buyer Persona Attributes<br />Name<br />Age<br />Education<br />Likes/dislikes of job<br />Outside Interests<br />
  13. 13. Sample Buyer Persona – Additional Attributes<br />VP Veronica<br />43<br />MBA<br />Enjoys variety of disciplinesandability to impact overall strategy.Dislikes time spent in meetings andreviewing reports to keep up with thework of various departments<br />Interests include running and community involvement in educational and arts organizations<br />
  14. 14. Additional Insight for Content<br />As a member of Gen X, Veronica is independent and self-sufficient<br />She values self-guided information<br />Through her educational background, she has a strong understanding of corporate organizations<br />Do not spend extra time defining concepts or terms<br />Veronica is always on the go at work and in her personal life<br />Provide short, easy to digest information rather than longer narratives<br />
  15. 15. Getting Started Tips for Creating Buyer Personas<br />Plan carefully<br />If resources are limited, start small<br />Take your time collecting data<br />Interviews are best, utilize them when you can<br />Be prepared to refine<br />Buyer attributes may change over time<br />Add deeper insights where resources are available<br />Remember why you’re doing this<br />Insights should influence the content you create and distribute<br />
  16. 16. Place<br />Marketing channels are the avenues an organization uses to communicate with potential buyers in order to lead them toward a purchase decision<br />
  17. 17.
  18. 18. Marketing Channels<br />Offline<br />Direct Mail<br />Print<br />TV<br />Radio<br />Telemarketing<br />Tradeshow<br />Conference/Seminar<br />Point of Purchase<br />
  19. 19. Marketing Channels<br />Online<br />Email<br />Search<br />Blog<br />Company Website<br />Webinar<br />Online Advertising<br />
  20. 20. Marketing Channels<br />Mobile<br />SMS<br />Email<br />Advertising<br />Search<br />Podcast<br />Custom Apps<br />
  21. 21. Marketing Channels<br />Social<br />Social networks<br />Microblogs<br />Collaboration tools<br />Wiki<br />Customer Forums<br />Social Bookmarking<br />Photo sharing<br />
  22. 22. Message<br />Buyer’s journey refers to the behaviors of a consumer along the path of the sales cycle beginning from the identification of a business problem through to the purchase of a solution <br />
  23. 23. Fun with Funnels<br />Awareness<br />Interest<br />Evaluation<br />Commitment<br />Referral<br />
  24. 24. MAPPING CONTENT TO THE BUYER’S JOURNEY<br />
  25. 25. Buyer Needs at Each Stage of the Journey<br />Discovery<br />Understand the business problem and identify vendors who offer a solution<br />Consideration<br />Explore available vendors comparing them to one another and evaluating each against the business needs<br />Decision<br />Justify cost of solution and ensure it will meet the needs of the business<br />
  26. 26. Mapping Content to the Buyer’s Journey<br />Discovery<br />Content that informs the buyer <br />Blog<br />Article<br />Self-assesment<br />Overview whitepaper<br />
  27. 27. Mapping Content to the Buyer’s Journey<br />Consideration<br />Content that helps the buyer select the ideal vendor<br />Case study<br />Demo<br />Data sheet<br />
  28. 28. Mapping Content to the Buyer’s Journey<br />Decision<br />Content that validates the purchase<br />ROI calculator<br />Checklist<br />Feature comparison<br />
  29. 29. GETTING THE MOST BANG FOR YOUR MARKETING BUCK<br />
  30. 30. SiriusDecisions Demand Waterfall<br />
  31. 31. Processes to Have in Place to Measure the Demand Waterfall<br />Capture lead source to ensure marketing generated leads are tracked separately from sales generated or any other source<br />Analyze existing lead scores to determine optimal point at which a lead is ready to engage with sales<br />Confirm lead status is update to signify sales acceptance<br />Verify opportunity status is visible to marketing<br />
  32. 32. Demand Waterfall Benchmark Conversions<br />* SiriusDecisions Benchmarks<br />
  33. 33. Calculating Your Conversions<br />Keep in mind that outbound marketing efforts typically garner a 1.5-2.5% response rate (i.e. inquiries)<br />Review sales and marketing data for a 12 month historical period to calculate conversions<br />
  34. 34. A Conversion Example<br />Assume 10,000 inquiries annually (from 400,000 – 670,000 targeted)<br />400,000<br />Targets<br />10,000<br />Inquiries<br />
  35. 35. A Conversion Example<br />An average 4.1% conversion to MQL = 410<br />
  36. 36. A Conversion Example<br />If 62% convert to the next stage, that will result in 254 SALs (MQLs that are not accepted by sales should be returned to marketing to be included in a nurture campaign)<br />
  37. 37. A Conversion Example<br />A 47.5% conversion to SQLs will created 121 opportunities<br />SAL<br />SQL<br />254<br />121<br />
  38. 38. A Conversion Example<br />If 22.1% of the opportunities close, this will equal 27 won deals attributed to marketing<br />
  39. 39. Lead Conversions<br />
  40. 40. Recycled Leads<br />9,590 + 156 + 133 + 94 = 9,973<br />
  41. 41. Don’t Fret If You’re Below Average<br />Calculate the ratio of yourconversion rates to the average<br />Ex. If Your Inquiry to MQL is 3% and your SAL to SQL is 38%, your Inquiry to MQL is 27% below average and your SAL to SQL is 20% below average. In this instance, you should focus more on Inquiry to MQL than SAL to SQL<br />
  42. 42. Tying It All Together<br />Once you’ve confirmed your lowest stages of conversion (in comparison to the benchmarks), determine what type of content to focus your efforts on most<br />Ex. If you have low conversion at the SQL to won stage, consider who is involved in that stage and what are their needs.Perhapsyou need to focus more onVP Veronica and give her information toprove your product is worth the price<br />
  43. 43. Resources<br />Content Marketing Institute<br />Buyer Persona Institute<br />SiriusDecisions<br />
  44. 44. Contact<br />Marcus Tewksbury<br />@tewksbum<br />Sharon Zaugh<br />@sharon_zaugh<br />
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