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Creating Content to Fuel Your Pipeline
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Creating Content to Fuel Your Pipeline

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Slides from a webinar with Marketo & Brainshark about creating quality content that will generate leads to fill your pipeline.

Slides from a webinar with Marketo & Brainshark about creating quality content that will generate leads to fill your pipeline.

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  • Source is: CEB Corporate Executive BoardEducated buyers have huge implications for us as sales and marketing professionals. Looking at our simplified model of the buyer’s journey, it used to be that a prospect would rely on the sales rep to help them recognize they had a need, how to define that need and figure out what solutions were available.<CLICK>But today, on average 57% of the decision process is made BEFORE the prospect engages a sales person. Sales reps are effectively blacked out because so much information is available to the prospect on the web.<CLICK>Most Sales people know if they’re late to the engagement the chances of winning are dramatically reduced. So if we understand the business buy cycle change, how does sales insert themselves in the early stages of research to more proactively influence the outcome. <CLICK>We cannot allow ourselves to become mere “order takers”
  • Source is: CEB Corporate Executive BoardEducated buyers have huge implications for us as sales and marketing professionals. Looking at our simplified model of the buyer’s journey, it used to be that a prospect would rely on the sales rep to help them recognize they had a need, how to define that need and figure out what solutions were available.<CLICK>But today, on average 57% of the decision process is made BEFORE the prospect engages a sales person. Sales reps are effectively blacked out because so much information is available to the prospect on the web.<CLICK>Most Sales people know if they’re late to the engagement the chances of winning are dramatically reduced. So if we understand the business buy cycle change, how does sales insert themselves in the early stages of research to more proactively influence the outcome. <CLICK>We cannot allow ourselves to become mere “order takers”
  • Source is: CEB Corporate Executive BoardEducated buyers have huge implications for us as sales and marketing professionals. Looking at our simplified model of the buyer’s journey, it used to be that a prospect would rely on the sales rep to help them recognize they had a need, how to define that need and figure out what solutions were available.<CLICK>But today, on average 57% of the decision process is made BEFORE the prospect engages a sales person. Sales reps are effectively blacked out because so much information is available to the prospect on the web.<CLICK>Most Sales people know if they’re late to the engagement the chances of winning are dramatically reduced. So if we understand the business buy cycle change, how does sales insert themselves in the early stages of research to more proactively influence the outcome. <CLICK>We cannot allow ourselves to become mere “order takers”
  • But now, there is an explosion of readily available information… According to IBM, we create 2.5 quintillion bytes of data — so much that 90% of the data in the world today has been created in the last two years alone.This is a recent phenomenon…When Marketo was founded in 2006, the iPhone didn’t exist, Twitter had not launched, and Facebook was only for college students. All this data = buyers today are more empowered. The Web provides them with instant information gratification. They can access detailed specs, pricing, and reviews about goods and services 24/7 with a few flicks of their thumbs. Meanwhile, social media encourages them to share and compare, while mobile devices add a wherever/whenever dimension to every aspect of the experience. Result: Forrester Reports that 65-90% of buying process is complete when consumer is walks into store/branch/dealer, or contacts salesRequires deep changes in how we market to consumers. That’s how we approached our marketing process at Marketo.
  • In traditional marketing, companies needed to rent (or beg) attention from other people’s media. Whether it’s a display ad on a website, a booth at a tradeshow, or an email sent to a third-party list, companies are essentially “renting” attention that someone else built. This can be effective, but it’s also expensive – and become less effective with attention scarcity. In contrast, with inbound marketing, companies build up their own audience and attract their own attention. Marketing needs to become like a publisher. Build your own audience and attention. Examples:superbowl add, regular tradeshow booth = rented attention. Examples of owning: rockstar tour vs tradeshow booth; blog vs traditional PR; our weekly webinar
  • Three benefits to owning your own attention
  • Reduced Risk
  • Map content to the buying stage {keep it short}
  • Content kind of a big deal
  • Today, we’re launching our newest guide – DG2EEMPacked with more than 150 pages of expert guidance, email marketing research results, and real-world examples of successful email campaigns, the Definitive Guide is for any company looking to make their email marketing more trusted, relevant, and conversational – and therefore more engaging and effective.Get it yourself at marketo.com/dg2eem
  • One thing we learned was to create some excitement pre-launch…. Helps get more momentum and total distribution day ofLast guide we wrote a song…This time, did email – email guide
  • More exciting
  • This  can get very complex because Jon’s team needs to connect with audiences at each stage of the sales cycle and for each persona.  And it’s not just about one type of content, because you need different types to engage your audiences on all your distribution channels (i.e. website, blog, social media, outbound campaigns, webinars, live events)The team must be aligned to your goals of creating high impact and effective content for inbound and outbound marketing, for creating content that both sales AND marketing use to engage audiences throughout the sales cycle. For that to happen, as a team, their combined skill set must include the following:Really get the concept of concept marketing (i.e. more focused on thought leadership and compelling content than on advertising and selling messages) and So they need to Know how to get content from subject matter experts – internal, partners, external thought leaders Web Site & Blogs: Understand SEO strategy and how to create content to support that strategySales Enablement Tools:Understandmodern selling (where buyer goes through most sales cycle without engaging sales) and how content marketing can enable sales team with presentations, datasheets etc. Marketing Automation Programs: Collaborate with the demand generation team to feed the marketing automation process and programs with high-performance content. Social media: Know how to use social media for awareness and engagement, and how to leverage the right content for each social media channel. Sales training & Skill development: Help the product marketing team with content. This is important because you want reps to have sales conversations that is a continuation of what buyers have been reading on the website and social media channels. So if the content team puts together the sales training material, you can ensure that this alignment happens. Selling pubs & report Event Webinars and mobile devices: Develop content in multiple formats and for multiple form factors [text for web and print, static graphics (event banners, website, infographics), video]
  • ·      The  right content team:  assemble a group that really get the concept of content marketing·       For us at BrainsharkThis consists of – Writers and editors. They are responsible for traditional writing such as blog articles and whitepapers, but also copy for web banner ads, and because our flagship business is video-based business presentations, scripts. We have graphic designers that put together everything from web banner ads to PowerPoint slides that we convert to video presentations, to video production and editing. Our team is large enough that we have an art director managing the lengthier content projects that require collaboration between the writers and designers. He also makes sure we’re staying consistent from a branding and look-and-feel perspective. And he has some coding skills, so he can quickly layout and put together web pages for us. Our team also has a social media manager that ensures there’s a blog post published every business day, that our blog editorial calendar has the right mix of content and that we’re distributing great content on each social media channel (we have 8 of them) As the director of content, I make sure that the team consistently provides our target audiences with compelling and unique content, that we’re repurposing it as much as possible and distributing in as many relevant channels as possible, that we’re optimizing for search, of course. I track our content to make sure it’s being consumed, that engagement levels are high – for example for video I can see which videos have performed best in terms of audience retention. Also, I make sure that we’re meeting the demands of our sales teams, in terms of sales tools they can use throughout the pipeline and as we discussed before, the needs of my demand gen team who’s using marketing automation solution and needs to feed it with content.
  • ·      The  right content team:  assemble a group that really get the concept of content marketing·       For us at BrainsharkThis consists of – Writers and editors. They are responsible for traditional writing such as blog articles and whitepapers, but also copy for web banner ads, and because our flagship business is video-based business presentations, scripts. We have graphic designers that put together everything from web banner ads to PowerPoint slides that we convert to video presentations, to video production and editing. Our team is large enough that we have an art director managing the lengthier content projects that require collaboration between the writers and designers. He also makes sure we’re staying consistent from a branding and look-and-feel perspective. And he has some coding skills, so he can quickly layout and put together web pages for us. Our team also has a social media manager that ensures there’s a blog post published every business day, that our blog editorial calendar has the right mix of content and that we’re distributing great content on each social media channel (we have 8 of them) As the director of content, I make sure that the team consistently provides our target audiences with compelling and unique content, that we’re repurposing it as much as possible and distributing in as many relevant channels as possible, that we’re optimizing for search, of course. I track our content to make sure it’s being consumed, that engagement levels are high – for example for video I can see which videos have performed best in terms of audience retention. Also, I make sure that we’re meeting the demands of our sales teams, in terms of sales tools they can use throughout the pipeline and as we discussed before, the needs of my demand gen team who’s using marketing automation solution and needs to feed it with content.
  • ·      The  right content team:  assemble a group that really get the concept of content marketing·       For us at BrainsharkThis consists of – Writers and editors. They are responsible for traditional writing such as blog articles and whitepapers, but also copy for web banner ads, and because our flagship business is video-based business presentations, scripts. We have graphic designers that put together everything from web banner ads to PowerPoint slides that we convert to video presentations, to video production and editing. Our team is large enough that we have an art director managing the lengthier content projects that require collaboration between the writers and designers. He also makes sure we’re staying consistent from a branding and look-and-feel perspective. And he has some coding skills, so he can quickly layout and put together web pages for us. Our team also has a social media manager that ensures there’s a blog post published every business day, that our blog editorial calendar has the right mix of content and that we’re distributing great content on each social media channel (we have 8 of them) As the director of content, I make sure that the team consistently provides our target audiences with compelling and unique content, that we’re repurposing it as much as possible and distributing in as many relevant channels as possible, that we’re optimizing for search, of course. I track our content to make sure it’s being consumed, that engagement levels are high – for example for video I can see which videos have performed best in terms of audience retention. Also, I make sure that we’re meeting the demands of our sales teams, in terms of sales tools they can use throughout the pipeline and as we discussed before, the needs of my demand gen team who’s using marketing automation solution and needs to feed it with content.
  • ·      The  right content team:  assemble a group that really get the concept of content marketing·       For us at BrainsharkThis consists of – Writers and editors. They are responsible for traditional writing such as blog articles and whitepapers, but also copy for web banner ads, and because our flagship business is video-based business presentations, scripts. We have graphic designers that put together everything from web banner ads to PowerPoint slides that we convert to video presentations, to video production and editing. Our team is large enough that we have an art director managing the lengthier content projects that require collaboration between the writers and designers. He also makes sure we’re staying consistent from a branding and look-and-feel perspective. And he has some coding skills, so he can quickly layout and put together web pages for us. Our team also has a social media manager that ensures there’s a blog post published every business day, that our blog editorial calendar has the right mix of content and that we’re distributing great content on each social media channel (we have 8 of them) As the director of content, I make sure that the team consistently provides our target audiences with compelling and unique content, that we’re repurposing it as much as possible and distributing in as many relevant channels as possible, that we’re optimizing for search, of course. I track our content to make sure it’s being consumed, that engagement levels are high – for example for video I can see which videos have performed best in terms of audience retention. Also, I make sure that we’re meeting the demands of our sales teams, in terms of sales tools they can use throughout the pipeline and as we discussed before, the needs of my demand gen team who’s using marketing automation solution and needs to feed it with content.
  •   Process:  we align with Jon’s team with a kick off where we all understand what needs to be created (i.e. whitepaper, infographic, video, web page, etc) , the audience, the purpose/call to action, how it’s going to be distributed.  Also have a repurposing process so that the content can multiply into different formats, and different distribution channels (convert it into blog articles, video, PPT presentations, ebooks, etc.)·        The team gets together at a kickoff meeting with the requestor of the video and we discuss all the elements that you would see in a creative brief: who’s the audience, what do we want the audience to learn and do at the end of the video, how will the video be distributed, who needs to review and approve the work before it’s launched, and when is it due by.
  • ·        ·         Technology:  Rapid content creation and collaboration platforms ( like Brainshark).  A project management solution so that writers, designers, web team can collaborate and management can approve without getting lost in an email trail. ·        
  • ·         Measurement:  A way to determine not only if your content is being used, is it also engaging your audiences (audience retention) 

Transcript

  • 1. #B2BU Creating Content to Fuel Your Pipeline Dial in: 800-779-6437 1-203-827-7016 Passcode: 5163542
  • 2. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU Jim Van Riper- Head of Product Marketing at OneSource @OneSourceInfo Jon Miller- VP Marketing Content & Strategy at Marketo @JonMiller @Marketo Paula Crerar- Sr. Director, Content and Product Marketing at Brainshark @PCrerar @Brainshark
  • 3. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU
  • 4. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU SOURCE: CEB Unarticulated Need Recognition of Need Research Solutions Acquire Solution
  • 5. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU Unarticulated Need Recognition of Need Research Solutions Acquire Solution SOURCE: CEB
  • 6. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU Unarticulated Need Recognition of Need Research Solutions Acquire Solution SOURCE: CEB
  • 7. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU Per RainToday.com via Marketo
  • 8. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU $ Per RainToday.com via Marketo
  • 9. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU $ Per RainToday.com via Marketo
  • 10. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU Per RainToday.com via Marketo
  • 11. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU Jon Miller- VP Marketing Content & Strategy at Marketo @JonMiller @Marketo
  • 12. @jonmiller
  • 13. ABUNDANCE INFORMATION
  • 14. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU Build Awareness
  • 15. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU Create Preference
  • 16. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU Reduce Risk It’s one way to reduce whisk, get it? #groan
  • 17. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU H helping
  • 18. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU Blog, e-books, research data, funny videos, curated lists, infographics, webinars Thought leadership and enjoyable content to build brand and awareness Tools that help buyers find you when they are looking for solutions Company-specific information to help evaluate and reaffirm selection Buying guides, RFP templates, ROI calculators, definitive guides, analyst reports Pricing, demos, services information, 3rd party reviews, customer case studies Early Stage Middle Stage Late Stage
  • 19. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU FORM LENGTH
  • 20. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU
  • 21. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU Content Mapping A B C D 1 2 3Stages
  • 22. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU THE 3 R’S OF CONTENT MARKETING OPTIMIZATION REPURPOSE, REWRITE, RETIRE
  • 23. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU REPURPOSE CONTENT
  • 24. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU REWRITE AND REDESIGN Before After
  • 25. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU RETIRE Every piece of content should have a limited shelf life Ask yourself:  How is this content piece performing?  Should we rewrite or redesign? Obvious content to retire:  Reports that are dated  Assets around an event  Topic is no longer relevant
  • 26. Promoting Your Content: Some Ideas
  • 27. 1. Trustworthy 2. Always Relevant 3. Conversations, Not Campaigns 4. Coordinated Across Channels 5. Strategic *The Guide also shares expert advice on all aspects of email, including writing subject lines, designing emails for mobile, building and managing your list, avoiding spam filters, integrating email and social, and more! marketo.com/DG2EEM
  • 28. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU Pre-launch Campaign  345,000 sent  Five versions  7,951 pre-requests from email  778 from social
  • 29. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU Paid Social Promotion
  • 30. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU Visual Content For Social
  • 31. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU Influencer Outreach
  • 32. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU Paula Crerar- Sr. Director, Content and Product Marketing at Brainshark @PCrerar @Brainshark
  • 33. BRAINSHARK.COM | ONESOURCE.COM#B2BU CONTENT STRATEGY AND ARCHITECTURE
  • 34. BRAINSHARK.COM | ONESOURCE.COM#B2BU THE TEAM The Editor
  • 35. BRAINSHARK.COM | ONESOURCE.COM#B2BU THE TEAM The Editor The Graphic Designer The Videographer
  • 36. BRAINSHARK.COM | ONESOURCE.COM#B2BU THE TEAM The Editor The Graphic Designer The Videographer The Social Media Manager
  • 37. BRAINSHARK.COM | ONESOURCE.COM#B2BU THE TEAM The Editor The Graphic Designer The Videographer The Art Director The Webmaster The Social Media Manager Director of Content
  • 38. BRAINSHARK.COM | ONESOURCE.COM#B2BU THE PROCESS Thought leadership Social /Awareness content Search optimized web/blog content Demand gen presentations Sales Enablement messaging Corporate Goals Content Strategy Growth goals New product lines, new markets Quarterly Deliverables Editorial calendar SEO goals White papers Video and Brainshark presentations Infographics
  • 39. BRAINSHARK.COM | ONESOURCE.COM#B2BU THE PROCESS ?
  • 40. BRAINSHARK.COM | ONESOURCE.COM#B2BU THE TECHNOLOGY Social Media Manager CMS and Blogging Tool Editorial Calendar Project Management Video Content Creation & Hosting
  • 41. BRAINSHARK.COM | ONESOURCE.COM#B2BU Web, Blog & Social Media • Page views • Social media traffic to website • Blog traffic from social media • Social media interactions • Traffic from syndication MEASUREMENT Content • Registrations • Video views • Video retention
  • 42. BRAINSHARK.COM | ONESOURCE.COM | MARKETO.COM#B2BU