Optimizing Content: How to reach your prospects with the right message at the right time

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