B2B Lead Generation—Using Content to Acquire New Customers


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B2B Lead Generation—Using Content to Acquire New Customers

  1. 1. 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:
  2. 2. Today’s Agenda <ul><li>A brief B2B content marketing overview </li></ul><ul><ul><li>Put simply, why content marketing? </li></ul></ul><ul><li>Four-step content marketing strategy </li></ul><ul><ul><li>Build it, Gate it, Promote it, Measure it </li></ul></ul><ul><li>Practical applications </li></ul><ul><ul><li>Examples of B2B companies practicing good content marketing </li></ul></ul>Twitter – #eMwebinar
  3. 3. B2B Content Marketing (A Quick Recap)
  4. 4. What B2B marketers are up against :
  5. 5. The average cost-per-lead is rising... Inbound leads are significantly cheaper than outbound leads
  6. 6. What value does content marketing bring B2B companies? Twitter – #eMwebinar
  7. 7. Content marketing is hardly a new concept for B2B companies
  8. 8. A proper content marketing strategy contains these four steps: <ul><li>Building content: Who is it for, what solution does it offer and how should it be packaged? </li></ul><ul><li>Gating content: How does content translate into leads? </li></ul><ul><li>Promoting content: Where will the audience look for content? </li></ul><ul><li>Measuring content: How well did a piece of content translate into leads? </li></ul>Twitter – #eMwebinar
  9. 9. Step #1: Build it
  10. 10. Knowing the audience will shape the content tone and topic selection But it’s not just “who,” it’s “who else”
  11. 11. Each stage of the buy cycle has question B2B marketers should look to answer Twitter – #eMwebinar
  12. 12. Maria Pergolino, director of marketing, Marketo “ Every message you’re sharing is a form of content.”
  13. 13. B2B marketers must decide how to package content Twitter – #eMwebinar
  14. 14. Formats such as blog posts, webinars and white papers are ideal for sharing top-funnel content
  15. 15. Webinars, white papers, case studies and enewsletters guide buyers down the path toward conversion
  16. 16. 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
  17. 17. The value of each content format …
  18. 18. … is tied to multiple factors, including industry, DM department, job level and the content itself .
  19. 19. Creating content can be a shared responsibility
  20. 20. Additional sources of content topics and inspiration include: <ul><li>Customer service and sales feedback </li></ul><ul><li>Issues and topics competitors are—or aren’t—addressing </li></ul><ul><li>“ Pain points” discussed in industry forums </li></ul><ul><li>Topical industry updates or news </li></ul><ul><li>Repurposing content from other formats </li></ul>Twitter – #eMwebinar
  21. 21. Step #2: Gate it
  22. 22. There is a limit to how much information prospects will provide in exchange for content
  23. 23. Marketers must weigh their data collection wants versus their needs Twitter – #eMwebinar
  24. 24. Multistep registration offers a balanced approach to collecting lead information
  25. 25. Marketers can also give prospects control to customize future content marketing dialogue
  26. 26. Step #3: Promote it
  27. 27. Social media is a prime channel for sharing content that B2B decision-makers seek
  28. 28. Sharing content on social media sites can help to attract—and convert—leads into customers
  29. 29. Maria Pergolino, director of marketing, Marketo “ If somebody is not asking the question, then you shouldn’t be forcing the answer .”
  30. 30. Companies that engage in dialogue benefit when it’s decision time
  31. 31. Paid media provides additional content promotion
  32. 32. Understand where prospects gather online and concentrate on those areas
  33. 33. Marketers are already thinking about mobile for lead generation
  34. 34. Mobile makes content sharing and viewing easier for busy B2B decision-makers
  35. 35. Tablets are great for viewing informational and instructional content
  36. 36. Before jumping into a content distribution or promotion strategy, make sure to have the metrics to justify the investment
  37. 37. Step #4: Measure it
  38. 38. The metrics for measuring content marketing success are straightforward
  39. 39. The actual measurement process is a bit more complex Twitter – #eMwebinar
  40. 40. The majority of B2B companies worldwide track lead activity with a customer relationship management tool…
  41. 41. … But a minority are integrating their CRM system with a marketing automation tool
  42. 42. 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 .”
  43. 43. Without tools to measure the value of each content marketing asset , marketers can’t expect to prioritize their efforts or grow their programs
  44. 44. B2B Content Marketing Examples Twitter – #eMwebinar
  45. 45. Citrix Systems: GotoWebinar
  46. 46. Clean , organized approach to sharing content topics and formats
  47. 47. Simple registration that provides the baseline for future dialogue and encourages content share and promotion
  48. 48. Promotion via email and earned promotion via social networks
  49. 49. IBM
  50. 50. Solving problems through education and community interaction
  51. 51. Tailoring content for each type of B2B purchase decision-maker
  52. 52. Repurposing event presentations into video content
  53. 53. American Express OPEN
  54. 54. What American Express is selling small businesses:
  55. 55. Repackaging content to meet decision makers’ needs
  56. 56. Conclusions
  57. 57. <ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>Know where to fish. Promoting content takes time and effort. Pick a few networks and communities you know prospects frequent. </li></ul><ul><li>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. </li></ul><ul><li>Measurement is a must. </li></ul>Conclusions: B2B Content Marketing
  58. 58. 2 Minute Case Study: Marketo Jason Miller Content Marketing and Social Media
  59. 59. <ul><li>Marketing automation, sales effectiveness and revenue analytics have come a must-have solution </li></ul><ul><li>>1300 customers; 315% YOY growth </li></ul><ul><li>Customer Impact: Fast 40%+ improvement across sales & marketing </li></ul><ul><li>Award Winning Products & Modern Technology </li></ul><ul><li>Furious pace of innovation: 8-week release cycle </li></ul><ul><li>World-class management team </li></ul>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
  60. 60. Content Optimized for Search <ul><li>Plus: </li></ul><ul><li>Keywords </li></ul><ul><li>Meta Descriptions </li></ul><ul><li>Title Tags </li></ul>
  61. 61. Social Content
  62. 62. Repurposing Content Example <ul><li>Use all types for nurturing and scoring </li></ul><ul><li>Use all types to drive traffic to your website and in social media promotions </li></ul><ul><li>Website </li></ul><ul><li>iTunes </li></ul><ul><li>Website </li></ul><ul><li>Youtube </li></ul><ul><li>Website </li></ul><ul><li>Slide Share </li></ul><ul><li>Website </li></ul><ul><li>Blog </li></ul><ul><li>Guest Blog </li></ul><ul><li>Website </li></ul><ul><li>Slideshare </li></ul><ul><li>Sribd </li></ul>Webinar ARTICLE WHITEPAPER SLIDES VIDEO CLIP PODCAST
  63. 63. <ul><li>Demographics: </li></ul><ul><ul><li>30 points based on manual Prospect review </li></ul></ul><ul><ul><li>0-8 points based on title </li></ul></ul><ul><ul><li>-20 to 0 based on inferred country </li></ul></ul><ul><li>Source and Offer: </li></ul><ul><ul><li>Website lead source: + 5 </li></ul></ul><ul><ul><li>Thought leadership offer: -5 </li></ul></ul><ul><li>Latent Buying Behavior: </li></ul><ul><ul><li>Attend webinar: +5 </li></ul></ul><ul><ul><li>Download thought leadership: +3 </li></ul></ul><ul><ul><li>Visit any webpage : +1 </li></ul></ul><ul><ul><li>Visit careers pages: -10 </li></ul></ul><ul><li>Active Buying Behavior: </li></ul><ul><ul><li>Install AppExchange app: +15 </li></ul></ul><ul><ul><li>Download Marketo reviews: +12 </li></ul></ul><ul><ul><li>Visit website 2X in one week: +8 </li></ul></ul><ul><ul><li>Download buyers guides: +8 </li></ul></ul><ul><ul><li>Watch demos: +5 each </li></ul></ul><ul><ul><li>Search for “Marketo”: +5 </li></ul></ul><ul><ul><li>Visit pricing pages: +5 </li></ul></ul><ul><li>No activity in one month: </li></ul><ul><ul><li>Score > 30: -15 points </li></ul></ul><ul><ul><li>Score 0 to 30: -5 points </li></ul></ul>Sample Scoring Rules
  64. 64. 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.
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