#cmworld
“Content Marketing In the
Age of the Empowered
Customer”
Rob Yoegel
Content Marketing Director, Monetate
#cmworld
Fromaskingfordirections...
#cmworld
Togettingdirections
#cmworld
Togettingdirections...
IntheAgeoftheEmpoweredCustomer,
theruleshavechanged.
#cmworld
Onesize
fitsall?
#cmworld
Onesize
fitsnone!
#cmworld
The Apple Effect
#cmworld
Apps
#cmworld
#cmworld
Customersareexpecting
smarter,morerelevantexperiences.
#cmworld
Forthemarketerwhocandeliver,
thecustomerwillrewardyou.
#cmworld
Source: eConsultancy
6%
33%
61%
Yes, Definitely Yes, Somewhat No
94%ofcompaniesagreethat
deliveringarelevantexperience
‘is...
Source: eConsultancy
19%Upliftinsales
Bydeliveringmorerelevantandpersonalizedexperiences.
#cmworld
experiencematters
Source: Gartner
#cmworld
Yourcustomersarenodifferent
Yourcustomersarenodifferent.
#cmworld
Click-throughs
MarketingInfluence
Contact/DemoRequests
Conversions
#cmworld
Itisimperativeforus
toreinventourprograms
toengagetheEmpoweredCustomer.
Relevant. Smart. Impact.
#cmworld
TheMonetate
ContentMarketing
Program
#cmworld
#cmworld
#cmworld
#cmworld
TippingPoint?
100%
75%
50%
25%
57%
40%
20%
75%
92%
100%
MarketingInfluenceonRevenue
2010 2011 2012 2013 2014 2015
#cmworld
Reach
(Lead-gen)
Impact
(In-funnel)
ReachingtheTippingPoint
#cmworld
Reach
(Lead-gen)
Impact
(In-funnel)
ReachingtheTippingPoint
#cmworld
#cmworld
#cmworld
TheReachEffect:
Contactsat82%ofnewbusiness
closedinthe1H2013attendedat
leastonewebinar.
#cmworld
#cmworld
Howwearerespondingtothe
EmpoweredCustomer.
#cmworld
GreaterContentMarketingfocuson
Impactvs.Reach.
#cmworld
Personalizeforourbestprospects.
#cmworld
REICompany
Retail
(Sporting Goods)Industry
VP, EcommercePersona
ContentProfile Actions
Customer Stories
Case Studies
Video...
Don’tforgetabout
existingcustomers.
#cmworld
#cmworld
#cmworld
TheResult:
A225%increaseincontractsize
directlyattributedtothiswebinar.
#cmworld
TheResult
6issues,3,029MQLs,influencedover
$700Kinup-sellbusinessand
$200Kinnewwins.
#cmworld
ContentProfile Actions
Customer Stories
Case Studies
Videos
Webinars
CUSTOMERUP-SELLPROGRAM
Insert Banner
Recommendations
...
Yourcustomersarenodifferent
StartYourMovefromBestPractices
toNextPractices.
#cmworld
Techniquesfor
ContentMarketers
intheAgeofthe
EmpoweredCustomer
#cmworld
1.Conversion
Events
#cmworld
1.Conversion
Events
#cmworld
2.AttributionMapping
#cmworld
100%
75%
50%
25%
3.Letthevoiceofyourcustomerguideyou
Early Mid Late
Infographic Case
Study
eBook Blog White
Paper
Webinar ...
4.Deliverthesmart,
relevantexperiences
yourprospectsand
customersdeserve
#cmworld
ContentMarketinginthe
ageoftheempoweredconsumer.
Relevant. Smart. Impact.
#cmworld
RobYoegel,ContentMarketingDirector
@robyoegel
robyoegel@monetate.com
follow @monetate on
monetate.com/resources
ThankYou!
#cmworld
“Content Marketing In the
Age of the Empowered
Customer”
Rob Yoegel
Content Marketing Director, Monetate
Content Marketing World 2013
Content Marketing World 2013
Content Marketing World 2013
Content Marketing World 2013
Content Marketing World 2013
Content Marketing World 2013
Content Marketing World 2013
Content Marketing World 2013
Content Marketing World 2013
Content Marketing World 2013
Content Marketing World 2013
Content Marketing World 2013
Content Marketing World 2013
Content Marketing World 2013
Content Marketing World 2013
Content Marketing World 2013
Upcoming SlideShare
Loading in...5
×

Content Marketing World 2013

859

Published on

Today’s online everywhere customer demands smarter more relevant communications than ever before. It’s imperative for content marketers to embrace the empowered customer head on through real-time personalization and customer-centric approaches.

Hear how the award-winning content marketing team at Monetate has reinvented its inbound program to drive record results for the business. You’ll learn the latest content personalization techniques, how to switch from a reach to impact focus, along with customer up-sell programs that delight customers, drive revenue and improve other key metrics.

While it’s easy to simply follow the leaders, strive to become a content marketing innovator and move from best practices to next practices.

Published in: Business, Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
859
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
50
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Content Marketing World 2013

  1. 1. #cmworld “Content Marketing In the Age of the Empowered Customer” Rob Yoegel Content Marketing Director, Monetate
  2. 2. #cmworld
  3. 3. Fromaskingfordirections... #cmworld
  4. 4. Togettingdirections #cmworld Togettingdirections...
  5. 5. IntheAgeoftheEmpoweredCustomer, theruleshavechanged. #cmworld
  6. 6. Onesize fitsall? #cmworld
  7. 7. Onesize fitsnone! #cmworld
  8. 8. The Apple Effect #cmworld
  9. 9. Apps #cmworld
  10. 10. #cmworld
  11. 11. Customersareexpecting smarter,morerelevantexperiences. #cmworld
  12. 12. Forthemarketerwhocandeliver, thecustomerwillrewardyou. #cmworld
  13. 13. Source: eConsultancy 6% 33% 61% Yes, Definitely Yes, Somewhat No 94%ofcompaniesagreethat deliveringarelevantexperience ‘iscriticaltobusiness performance’ #cmworld
  14. 14. Source: eConsultancy 19%Upliftinsales Bydeliveringmorerelevantandpersonalizedexperiences. #cmworld
  15. 15. experiencematters Source: Gartner #cmworld
  16. 16. Yourcustomersarenodifferent Yourcustomersarenodifferent. #cmworld
  17. 17. Click-throughs MarketingInfluence Contact/DemoRequests Conversions #cmworld
  18. 18. Itisimperativeforus toreinventourprograms toengagetheEmpoweredCustomer. Relevant. Smart. Impact. #cmworld
  19. 19. TheMonetate ContentMarketing Program #cmworld
  20. 20. #cmworld
  21. 21. #cmworld
  22. 22. #cmworld
  23. 23. TippingPoint? 100% 75% 50% 25% 57% 40% 20% 75% 92% 100% MarketingInfluenceonRevenue 2010 2011 2012 2013 2014 2015 #cmworld
  24. 24. Reach (Lead-gen) Impact (In-funnel) ReachingtheTippingPoint #cmworld
  25. 25. Reach (Lead-gen) Impact (In-funnel) ReachingtheTippingPoint #cmworld
  26. 26. #cmworld
  27. 27. #cmworld
  28. 28. TheReachEffect: Contactsat82%ofnewbusiness closedinthe1H2013attendedat leastonewebinar. #cmworld
  29. 29. #cmworld
  30. 30. Howwearerespondingtothe EmpoweredCustomer. #cmworld
  31. 31. GreaterContentMarketingfocuson Impactvs.Reach. #cmworld
  32. 32. Personalizeforourbestprospects. #cmworld
  33. 33. REICompany Retail (Sporting Goods)Industry VP, EcommercePersona ContentProfile Actions Customer Stories Case Studies Videos Webinars PROSPECTOPTIMIZATIONPROGRAM Hero Sliders Visual Search Right Rail Content Blocks Copy #cmworld
  34. 34. Don’tforgetabout existingcustomers. #cmworld
  35. 35. #cmworld
  36. 36. #cmworld
  37. 37. TheResult: A225%increaseincontractsize directlyattributedtothiswebinar. #cmworld
  38. 38. TheResult 6issues,3,029MQLs,influencedover $700Kinup-sellbusinessand $200Kinnewwins. #cmworld
  39. 39. ContentProfile Actions Customer Stories Case Studies Videos Webinars CUSTOMERUP-SELLPROGRAM Insert Banner Recommendations PatagoniaCompany Retail (Sporting Goods)Industry VP, EcommercePersonas Merchandising Manager Web Operations #cmworld
  40. 40. Yourcustomersarenodifferent StartYourMovefromBestPractices toNextPractices. #cmworld
  41. 41. Techniquesfor ContentMarketers intheAgeofthe EmpoweredCustomer #cmworld
  42. 42. 1.Conversion Events #cmworld
  43. 43. 1.Conversion Events #cmworld
  44. 44. 2.AttributionMapping #cmworld
  45. 45. 100% 75% 50% 25% 3.Letthevoiceofyourcustomerguideyou Early Mid Late Infographic Case Study eBook Blog White Paper Webinar Research (EQ) ContentStage #cmworld
  46. 46. 4.Deliverthesmart, relevantexperiences yourprospectsand customersdeserve #cmworld
  47. 47. ContentMarketinginthe ageoftheempoweredconsumer. Relevant. Smart. Impact. #cmworld
  48. 48. RobYoegel,ContentMarketingDirector @robyoegel robyoegel@monetate.com follow @monetate on monetate.com/resources ThankYou!
  49. 49. #cmworld “Content Marketing In the Age of the Empowered Customer” Rob Yoegel Content Marketing Director, Monetate
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×