B2B Lead Generation—Using Content to Acquire New Customers
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B2B Lead Generation—Using Content to Acquire New Customers

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    B2B Lead Generation—Using Content to Acquire New Customers B2B Lead Generation—Using Content to Acquire New Customers Presentation Transcript

    • Lauren T. Fisher Writer/Analyst N O V E M B E R 3 0, 2 0 1 1 B2B Lead Generation—Using Content to Acquire New Customers Sponsored by:
    • Today’s Agenda
      • A brief B2B content marketing overview
        • Put simply, why content marketing?
      • Four-step content marketing strategy
        • Build it, Gate it, Promote it, Measure it
      • Practical applications
        • Examples of B2B companies practicing good content marketing
      Twitter – #eMwebinar
    • B2B Content Marketing (A Quick Recap)
    • What B2B marketers are up against :
    • The average cost-per-lead is rising... Inbound leads are significantly cheaper than outbound leads
    • What value does content marketing bring B2B companies? Twitter – #eMwebinar
    • Content marketing is hardly a new concept for B2B companies
    • A proper content marketing strategy contains these four steps:
      • Building content: Who is it for, what solution does it offer and how should it be packaged?
      • Gating content: How does content translate into leads?
      • Promoting content: Where will the audience look for content?
      • Measuring content: How well did a piece of content translate into leads?
      Twitter – #eMwebinar
    • Step #1: Build it
    • Knowing the audience will shape the content tone and topic selection But it’s not just “who,” it’s “who else”
    • Each stage of the buy cycle has question B2B marketers should look to answer Twitter – #eMwebinar
    • Maria Pergolino, director of marketing, Marketo “ Every message you’re sharing is a form of content.”
    • B2B marketers must decide how to package content Twitter – #eMwebinar
    • Formats such as blog posts, webinars and white papers are ideal for sharing top-funnel content
    • Webinars, white papers, case studies and enewsletters guide buyers down the path toward conversion
    • Brian Kardon, CMO, Eloqua “ People want to say, ‘Hey, a webinar is better than a video or a blog post.’ It’s less about the medium and more about the subject matter and how you execute. It’s what’s inside the vessel, not the vessel itself.” Twitter – #eMwebinar
    • The value of each content format …
    • … is tied to multiple factors, including industry, DM department, job level and the content itself .
    • Creating content can be a shared responsibility
    • Additional sources of content topics and inspiration include:
      • Customer service and sales feedback
      • Issues and topics competitors are—or aren’t—addressing
      • “ Pain points” discussed in industry forums
      • Topical industry updates or news
      • Repurposing content from other formats
      Twitter – #eMwebinar
    • Step #2: Gate it
    • There is a limit to how much information prospects will provide in exchange for content
    • Marketers must weigh their data collection wants versus their needs Twitter – #eMwebinar
    • Multistep registration offers a balanced approach to collecting lead information
    • Marketers can also give prospects control to customize future content marketing dialogue
    • Step #3: Promote it
    • Social media is a prime channel for sharing content that B2B decision-makers seek
    • Sharing content on social media sites can help to attract—and convert—leads into customers
    • Maria Pergolino, director of marketing, Marketo “ If somebody is not asking the question, then you shouldn’t be forcing the answer .”
    • Companies that engage in dialogue benefit when it’s decision time
    • Paid media provides additional content promotion
    • Understand where prospects gather online and concentrate on those areas
    • Marketers are already thinking about mobile for lead generation
    • Mobile makes content sharing and viewing easier for busy B2B decision-makers
    • Tablets are great for viewing informational and instructional content
    • Before jumping into a content distribution or promotion strategy, make sure to have the metrics to justify the investment
    • Step #4: Measure it
    • The metrics for measuring content marketing success are straightforward
    • The actual measurement process is a bit more complex Twitter – #eMwebinar
    • The majority of B2B companies worldwide track lead activity with a customer relationship management tool…
    • … But a minority are integrating their CRM system with a marketing automation tool
    • Lisa Horner, director of campaigns, Citrix Online “ When you think about lead nurturing programs, you have to be able to continue the story and the conversation as your prospects and your customers evolve their knowledge .”
    • Without tools to measure the value of each content marketing asset , marketers can’t expect to prioritize their efforts or grow their programs
    • B2B Content Marketing Examples Twitter – #eMwebinar
    • Citrix Systems: GotoWebinar
    • Clean , organized approach to sharing content topics and formats
    • Simple registration that provides the baseline for future dialogue and encourages content share and promotion
    • Promotion via email and earned promotion via social networks
    • IBM
    • Solving problems through education and community interaction
    • Tailoring content for each type of B2B purchase decision-maker
    • Repurposing event presentations into video content
    • American Express OPEN
    • What American Express is selling small businesses:
    • Repackaging content to meet decision makers’ needs
    • Conclusions
      • How you package content matters, but what’s inside matters more. Take time to identify the topics that resonate most with prospects’ pain points or educational and informational needs.
      • Content marketing was made to be a community task. Leverage internal expertise and manpower. Look to clients, fans and followers for topic inspiration and additional content creation.
      • Know where to fish. Promoting content takes time and effort. Pick a few networks and communities you know prospects frequent.
      • Be respectful when asking for information, and listen! Multistep registration allows prospects to ease into a relationship with a brand. As they share more information, make sure to have the tools necessary to tailor content to their individual needs.
      • Measurement is a must.
      Conclusions: B2B Content Marketing
    • 2 Minute Case Study: Marketo Jason Miller Content Marketing and Social Media
      • Marketing automation, sales effectiveness and revenue analytics have come a must-have solution
      • >1300 customers; 315% YOY growth
      • Customer Impact: Fast 40%+ improvement across sales & marketing
      • Award Winning Products & Modern Technology
      • Furious pace of innovation: 8-week release cycle
      • World-class management team
      Salesforce - Best Marketing Automation Best Marketing Solution Best Marketing and Sales 2.0 Solution Who’s Who in BtoB Marketo is the leading Revenue Performance Management Solution
    • Content Optimized for Search
      • Plus:
      • Keywords
      • Meta Descriptions
      • Title Tags
    • Social Content
    • Repurposing Content Example
      • Use all types for nurturing and scoring
      • Use all types to drive traffic to your website and in social media promotions
      • Website
      • iTunes
      • Website
      • Youtube
      • Website
      • Slide Share
      • Website
      • Blog
      • Guest Blog
      • Website
      • Slideshare
      • Sribd
      Webinar ARTICLE WHITEPAPER SLIDES VIDEO CLIP PODCAST
      • Demographics:
        • 30 points based on manual Prospect review
        • 0-8 points based on title
        • -20 to 0 based on inferred country
      • Source and Offer:
        • Website lead source: + 5
        • Thought leadership offer: -5
      • Latent Buying Behavior:
        • Attend webinar: +5
        • Download thought leadership: +3
        • Visit any webpage : +1
        • Visit careers pages: -10
      • Active Buying Behavior:
        • Install AppExchange app: +15
        • Download Marketo reviews: +12
        • Visit website 2X in one week: +8
        • Download buyers guides: +8
        • Watch demos: +5 each
        • Search for “Marketo”: +5
        • Visit pricing pages: +5
      • No activity in one month:
        • Score > 30: -15 points
        • Score 0 to 30: -5 points
      Sample Scoring Rules
    • B2B Lead Generation —Using Content to Acquire New Customers Questions & Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording. For more discussion, please join us after the webinar on Twitter. To learn about eMarketer Total Access please visit www.emarketer.com/products or contact us: (800) 405-0844 or [email_address] Twitter Hashtag: #eMwebinar Sponsored by: Presented by: Lauren Fisher Writer/Analyst, eMarketer, Inc.