Productcamp2011final (1)

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  • With the average cost per lead increasing and marketers competing for buyer attention, traditional lead generation tactics are no longer enough. Business-to-business (B2B) companies are looking to content marketing to boost their lead generation efforts.“Informative, nonpromotional content in the form of webinars, white papers, videos, blogs and peer recommendations on social networks and forums can attract prospects,” said eMarketer’s Lauren Fisher, author of the new report, “B2B Lead Generation: Using Content to Acquire Customers.” “It can also be used to build and maintain ongoing relationships with potential buyers—a must for remaining top of mind throughout the purchase process.”Customer acquisition—including both lead generation and lead nurture—are top priorities for B2Bs, according to several surveys, including a June 2011 poll from MarketingSherpa.Content, especially different types like white papers, fact sheets, case studies, webinars and email newsletter campaigns, can help serve these purposes throughout the B2B sales funnel—and according to data from Focus Research, the usefulness of these types of content is different for B2Bs than for business-to-consumer oriented companies.“Online content is the fuel for the new B2B marketing lead generation engine,” said Fisher. “In creating informational, educational and actionable content in the form of white papers and webinars, marketers can effectively lure early-stage buyers into their sales pipeline.“By mixing this content with comparative, company-specific and interactive content—and regularly sharing it via email or e-newsletters—marketers can build relationships designed to nurture prospects throughout the sales funnel,” she continued.

Transcript

  • 1. Product Camp Chicago 2011
  • 2. Content Marketing Key to B2B Sales FunnelBlog posts 39% 37%Webinars and virtual events 38% 34%Industry white papers 31% 14% Emarketer.com - October 18, 2011Videos 23% Content Types that are 20% most valuable for directly supporting marketingData-driven research reports 20% objectives according to 29% B2B and B2C marketing professionals worldwide.User/peer-created content 17% 23% May 2011 % of respondentsVendor-sponsored 10% B2B B2Cwhite papers Note: 86% of respondents were from North AmericaPodcasts 6% Source: Focus Research, ―Marketers‖ Benchmarks 9% 2011: A Survey of Marketers’ Priorities & Challenges, June 8, 2011
  • 3. Content Ten Practical Tips:Process, compliance and controlling yourbrand are key piecesto your product plan from the beginning.
  • 4. Process#1 Content should be part of #3 Building Buzz the conversation early on: -Building a case -Creating anticipation - Building buzz- align marketing efforts - Controlling brand- from the beginning - SEO/market segment planning #4 Community: Preview opps for VIPs#2 Compliance and governance #5 Allows word to spread- influencers for those who care
  • 5. Opportunities to Control your Brand/Product In product design process Answering the call Be the first out there InnovateWright Goode Inc. | November 8, 2011 5
  • 6. #6 Measurement―Build in content and marketing efforts along the way and benchmark every dollar so at the end you can see what paid off and how it directly impacted your market.‖ — Eduardo Conado, Motorola Solutions
  • 7. Ways to prepare #7 Launch -Brainstorm -Ownership -Collaborate/Align -Invest #8 Build infrastructure -PrioritizeWright Goode Inc. | November 8, 2011 7
  • 8. Industries• Find your audience• Take a look at your competitors - go where they are where they are NOT!• Maybe your thinking I don’t need this for my product/service/industry/organization• Look internally (is there a community?)• Take the stage - control your messaging before it is taken out of you hands
  • 9. Making your case #9 Value -Collaboration –Workshop #10 ROIWright Goode Inc. | November 8, 2011 9
  • 10. #11 What is content?Wright Goode Inc. | November 8, 2011 10
  • 11. Typical Strategic Content Marketing InitiativesInternal External Social and Automation• Training • Lead generation- • Marketing• E-learning webinars, white papers, automation content• Newsletters article syndication strategies• Sales • Articles • Facebook• Editorial • Newsletters • Twitter governance • E-books • LinkedIn campaigns• Approval processes • Integrated content • PPC campaigns and workflow strategy • Advertising • Brand monitoring • Re-Use SEO/SEM Wright Goode Inc. | November 8, 2011 11
  • 12. Understanding ―content‖
  • 13. What We DoWright Goode is a content studio servingeducational publishers, publishers, B2B andB2C organizations.We specialize in the full content lifecycle:both offline and online, local and global.We customize teams of staff editors andwriters from a network of more than 800content professionals with extensive digitalexperienceWe believe in providing best practices andefficient processes for consistent results.Wright Goode Inc. | November 8, 2011 13
  • 14. Best PracticesWright Goode is dedicated to providing our clientswith editorial best standards.We specialize in governance, compliance, andpublishing’s standards for content .We send status reports, schedules and projectmanage all projects with strong communicationand exceeding expectations.We believe all companies should have the abilityto copyright, control and have the flexibility with allcontent developed for future use. Wright Goode Inc. | November 8, 2011 14
  • 15. 20,000 pieces of content SEO and ScalabilityWright Goode Inc. | November 8, 2011 15
  • 16. Best fit clients are… • Re-engineering their current content development • Front loading a big content project (launch) • Brand a voice and curate over the entire content lifecycle • Or outsource some content development executionBest fit projects include… • Strategy and consulting for content development workflow • Creation of high volume, high quality content • Scaling content development that mimics an existing brand voice • Build an integrated content plan across media types • Build, staff and supervise an outsourced content development organizationTypical pilot projects… • Three month duration, $2500 per month • Rapid turn-around, understand culture Wright Goode Inc. | November 8, 2011 16
  • 17. Ben Bradley Kim Kleeman20 years experience in B2B marketing, 10 years experience in publishing,sales and content development. education and content developmentSerial entrepreneur, founder of Macon Founder of Shakespeare Squared, #5Raine, a B2B marketing agency. in Education on the Inc 500 in 2007.Editor at large for CDW’s BizTech Comitted to quality content and bestMagazine, contributor Talent Management, practices on the web. Passionate aboutCIO, IDGA and other publications. social media and content marketing.Former member of the Iowa Writers’ 40 Under 40 Crain’s Chicago andWorkshops in both fiction and active member of BMA Chicago.screenwriting. Wright Goode Inc. | November 8, 2011 17
  • 18. Questions? Kim Kleeman Senior Consultant kim@wrightgoode.com 847-212-1064