5 Steps to Optimize Your Lead Nurturing Process: The Right Content to the Right Audience
 

5 Steps to Optimize Your Lead Nurturing Process: The Right Content to the Right Audience

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As popular as marketing automation and content management systems are, few companies have succeeded in leveraging all that they have to offer. Two key reasons for this failure, technology aside, ...

As popular as marketing automation and content management systems are, few companies have succeeded in leveraging all that they have to offer. Two key reasons for this failure, technology aside, include: 1) Insufficient data on leads in our marketing databases, reducing the effectiveness of our segmentation and targeting strategies; and 2) Lack of resources to support the consistent delivery of fresh, relevant content as part of our content marketing strategies to these segments.

During this presentation, marketing experts Pawan Deshpande and Brian Kelly provide answers to the following questions to help you better leverage marketing automation and content marketing to generate more sales-ready leads:

1. What are the key components that every marketer should have across their marketing technology roadmap, in addition to the more traditional marketing automation applications?

2. How can marketers improve the quality of their lead information for more accurate scoring and targeting?

3. What are the key components of a high performing content marketing strategy?

4. How can marketers better leverage content curation in addition to content creation to bring more value to their audience? (including tactical tips to be an efficient, effective and ethical content curation rockstar)

5. What are specific examples and case studies of best-in-class companies that have executed these recommendations?

SPEAKERS:
Pawan Desphande, Founder and CEO, Curata, Inc.
Brian Kelly, Chief Marketing Officer, InsideView

MODERATOR:
Anthony Salas, American Marketing Association

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  • Additional points if you need themThe CRM market leads all enterprise software categoriesCRM is projected to grow to a $36 billion market by 2017, according to Gartner Research* Earlier this year, CSO Insights found that 63% of sales reps’ time is spent in non-sales activities such as research.Only about 60% make quota. Most marketing and sales departments report poor CRM adoption.
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5 Steps to Optimize Your Lead Nurturing Process: The Right Content to the Right Audience 5 Steps to Optimize Your Lead Nurturing Process: The Right Content to the Right Audience Presentation Transcript

  • # #contentmkt13 OPTIMIZE YOUR LEAD NURTURING PROCESS: THE RIGHT CONTENT TO THE RIGHT AUDIENCE
  • # #contentmkt13 PRESENTED BY: AMERICAN MARKETING ASSOCIATION Pawan Deshpande Founder and CEO, Curata Brian Kelly CMO, InsideView
  • # #contentmkt13 InsideView for Marketing 5 CONTENT MARKETING ESSENTIALS 1. COMPLETE YOUR CONTENT TOOLBOX ➤ Beyond marketing automation, what technologies must every marketer leverage? 2. WORK WITH COMPLETE LEADS EVERY TIME ➤ How can you eliminate incomplete leads from your demand generation world? 3. PERSONAS, PILLARS, PLACE ➤ Do you have a high performing content marketing strategy built on who you’re targeting, what you’re going to tell them and where you’re going to reach them? 4. BALANCED APPROACH: CREATION and CURATION ➤ You are going to create some, but that’s not enough. How can content curation extend your reach? 5. LEARN FROM THE BEST ➤ Best-in-class examples are winning with their content marketing strategies?
  • # #contentmkt13 NEW MARKETING PARADIGM Inbound Lead Strategies ➤Leverage the buyers that are finding you online ➤Automatically enrich all leads ➤Deliver relevant content through the sales process Content Marketing Rules ➤Content must be relevant ➤In the right channel ➤You need both curated and created
  • # #contentmkt13 WEBINAR AGENDA ➤ How B2B Marketing Has Changed ➤ Content Creation and Curation ➤ Sales Process with Automated Lead Enrichment ➤ Examples ➤ Questions SLID
  • # #contentmkt13 B2B MARKETING HAS CHANGED ➤87% of B2B marketers cite content marketing as a top marketing strategy* ➤64% of B2B content marketers say their biggest challenge is producing enough content* ➤ 87% of B2B marketers use social media to distribute content ➤ Interesting content is a top 3 reason that people follow brands on social media ➤ 57% of buying decisions are made before the first sales call ➤ 74% of marketers are challenged to generate high-quality leads *http://bit.ly/curatab2b2012
  • # #contentmkt13 POLL QUESTION What percentage of your leads are driven by inbound strategies? ➤ <10% ➤ 10-25% ➤ 26-50% ➤ 51%-75% ➤ >75% ➤ I don’t know
  • PERSONAS, PILLARS, PLACE Is your content marketing strategy built on who you’re targeting, what you’re going to tell them, and where you’re going to reach them?
  • # #contentmkt13 POLL QUESTION Where do your inbound leads come from? ➤ Facebook ➤ Twitter ➤ Blog posts ➤ Web Forms ➤ All of the above ➤ None of the above
  • # #contentmkt13 THE AGE OF CONTENT MARKETING
  • # #contentmkt13 CONTENT DRIVES THE BUYING CYCLE PEER CONTENT Educate customers on the need, Create Interest EXPERT CONTENT Describe solutions, Create Preference VENDOR CONTENT Define Products, Differentiate from Competitors 1 2 3
  • # #contentmkt13 CONTENT MARKETING WORKS
  • # #contentmkt13 Source: Curata’s 2012 Content Curation Adoption Survey http://bit.ly/CurataAdoption2012 WHAT ARE YOUR MARKETING CHALLENGES?
  • # #contentmkt13 *http://bit.ly/Beastcuration
  • # #contentmkt13
  • # #contentmkt13
  • # #contentmkt13 ➤Published a “Best of” post ➤Commented or shared a link on Twitter ➤Pasted a link to Facebook with your commentary? HAVE YOU EVER?
  • # #contentmkt13 • Blog Posts • News Sites • Newsletters • Social Media • Podcasts • eBooks • Special Reports • Infographics • Polls & Surveys • Video • Webinars Download at www.curata.com/resources
  • # #contentmkt13 THEN YOU’VE CURATED
  • # #contentmkt13 CONTENT CURATION DEFINED “Content curation is the process of consistently finding, organizing and sharing the most relevant and highest quality digital content on a specific topic for a target market.”
  • # #contentmkt13 THE CONTENT CURATION PROCESS Find Curate Share
  • # #contentmkt13 CURATION IN MUSEUMS You can create value simply by curating.
  • # #contentmkt13 Identify: http://bit.ly/CurationTopic IDENTIFY
  • # #contentmkt13 FIND Sources ➤RSS Feeds ➤News Sites ➤Blogs ➤Trade Pubs ➤Twitter ➤Journals Schedule a regular and consistent time every day to review content. Blog Post: http://bit.ly/CurationSources
  • # #contentmkt13 ORGANIZE ➤Categorize ➤Tag ➤Group ➤Index ➤Archive ➤Recommend Think like a librarian when organizing content. Blog Post: http://bit.ly/CurationOrganize – Use categories & tags in blog software – Make your CTA point to another piece of content – Create digests & roll- up summaries
  • # #contentmkt13 SHARE ➤Website / Microsite ➤Blog ➤Mobile devices ➤Email Newsletter ➤Embeddable Widgets ➤Feeds ➤Social Media Share content everywhere your audience is. Blog Post: http://bit.ly/CurationShare
  • # #contentmkt13 CREATE – ADD VALUE ➤Abstract ➤Quote ➤Retitle ➤Parallelize ➤Storyboard ➤Summarize Add more commentary that amount of the content you repost http://bit.ly/CurateAnnota te
  • # #contentmkt13
  • # #contentmkt13 THINK BEYOND YOUR OWN BRAND ➤Include competitor content ➤Include content that may not agree with your position ➤Become a trusted and reliable authority You may need to curate competitor content to become a thought leader.
  • # #contentmkt13 CONTENT CURATION & FAIR USE ➤Share only a portion of the original content ➤Always attribute sources ➤Drive visitors to the original publication ➤Follow the Google “Rule of Thumb” Create, curate, but never pirate content. http://bit.ly/CurationEthics
  • CRM INTELLIGENCE™ Find More Leads, Win More Deals, Grow Accounts
  • START THE SALES PROCESS WITH AUTOMATED LEAD ENRICHMENT How can you eliminate incomplete leads from your demand generation world?
  • # #contentmkt13 MORE LEADS, LESS INFORMATION OUTBOUND MARKETING Lists Email + Telemarketing INBOUND MARKETING SEO Social Media Marketing Automation
  • # #contentmkt13 INBOUND LEAD CHALLENGES Inefficient ➤Incomplete leads ignored ➤Too much manual research ➤Too many form fields ➤Improperly routed leads ➤Sales frustration ➤Significant lead loss ➤Nurturing fails ➤Lower pipeline values ➤Decreased lead volume ➤Missed revenue opportunity Costly
  • # #contentmkt13 ©2013 InsideView. All rights reserved. CRM INTELLIGENCE GET MORE LEADS WIN MORE DEALS RETAIN AND GROW ACCOUNTS
  • # #contentmkt13 CRM INTELLIGENCE PLATFORM ESSENTIAL COMPONENTS OF CRM INTELLIGENCEDATA INSIGHTS CONNECTIONS
  • # #contentmkt13 COMPLETE, ACCURATE DATA ‣ Complete, accurate company and contact information ‣ Real-time updates of company and contact information ‣ Focus on decision makers MEDIAFINANCIAL SOCIAL CRM INTELLIGENCE PLATFORM DATA INSIGHTS CONNECTIONS
  • # #contentmkt13 TIMELY, ACCURATE INSIGHTS ‣ Timely information about target market ‣ Engage prospects and customers with relevant insights. CRM INTELLIGENCE PLATFORM DATA INSIGHTS CONNECTIONS
  • # #contentmkt13 COMPREHENSIVE CONNECTIONS NETWORK ‣ Leverage social and professional connections CRM INTELLIGENCE PLATFORM DATA INSIGHTS CONNECTIONS
  • # #contentmkt13 CRM INTEGRATION ‣ Integrated into CRM and Marketing Automation CRM INTELLIGENCE PLATFORM DATA INSIGHTS CONNECTIONS
  • # #contentmkt13 INTELLIGENT CONTENT MARKETING ‣ FIND MORE LEADS ‣ WIN MORE DEALS Capture leads from any source (web forms, events, manual input, etc.) ‣ RETAIN AND GROW SALES LIFECYCLE MARKETING SALES ACCOUNT MANAGEMENT SALES ACCOUNT MANAGEMENT MARKETING
  • # #contentmkt13 INTELLIGENT CONTENT MARKETING ‣ FIND MORE LEADS ‣ WIN MORE DEALS Capture leads from any source (web forms, events, manual input, etc.) Enrich sparse leads with real-time data ‣ RETAIN AND GROW Score & route leads faster Deliver more targeted e-mail campaigns SALES LIFECYCLE MARKETING SALES ACCOUNT MANAGEMENT SALES ACCOUNT MANAGEMENT MARKETING
  • # #contentmkt13 INTELLIGENT CONTENT MARKETING ‣ FIND MORE LEADS ‣ WIN MORE DEALS Capture leads from any source (web forms, events, manual input, etc.) Enrich sparse leads with real-time data ‣ RETAIN AND GROW Score & route leads faster Deliver more targeted e-mail campaigns SALES LIFECYCLE MARKETING SALES ACCOUNT MANAGEMENT SALES ACCOUNT MANAGEMENT MARKETING
  • # #contentmkt13 INTELLIGENT CONTENT MARKETING ‣ FIND MORE LEADS ‣ WIN MORE DEALS ‣ RETAIN AND GROW SALES LIFECYCLE MARKETING SALES ACCOUNT MANAGEMENT SALES ACCOUNT MANAGEMENT MARKETING Capture leads from any source (web forms, events, manual input, etc.) Enrich sparse leads with real-time data Receive complete, actionable leads quickly Score & route leads faster Deliver more targeted e-mail campaigns Utilize connections & insights to engage prospects
  • # #contentmkt13 INTELLIGENT CONTENT MARKETING ‣ FIND MORE LEADS ‣ WIN MORE DEALS ‣ RETAIN AND GROW SALES LIFECYCLE MARKETING SALES ACCOUNT MANAGEMENT SALES ACCOUNT MANAGEMENT MARKETING Capture leads from any source (web forms, events, manual input, etc.) Enrich sparse leads with real-time data Receive complete, actionable leads quickly Be alerted to people and company changes Score & route leads faster Deliver more targeted e-mail campaigns Utilize connections & insights to engage prospects Cross-sell and upsell your accounts Manage more accounts
  • # #contentmkt13 Leads Qualified Leads Opportunities Wins Capture more leads from the same spend Turn unproductive leads into qualified leads Significantly improve marketing-generated pipeline Capture the admiration of your partners in Sales Drive greater impact on revenues MORE QUALIFIED LEADS
  • # #contentmkt13 LEARN FROM THE BEST Which best-in-class companies have winning content strategies?
  • # #contentmkt13 @aternityinc http://www.enduserexperience.info/
  • # #contentmkt13
  • # #contentmkt13 • IBM • Whole Foods • Oregon Wine Board • FedEx • Intel • United Nations • Adobe • & more… Download at curata.com/resources With a foreword by Rohit Bhargava Author of Likeonomics & Personality Not Included
  • # #contentmkt13 CRM INTELLIGENCE IMPROVES CONTENT MARKETING An 11% improvement in form completions. Reduce attrition and Identified upsell opportunities across 1000’s of accounts. 22% Lead Conversion 12% Increase in Win Rate 33% Increase in Average Deal Size SALES Win more deals ACCOUNT MANAGEMENT Retain more customers MARKETING Find more leads
  • # #contentmkt13 THINGS TO REMEMBER CONTENT MARKETING ➤ Create a balance between created and curated content ➤ Think beyond your brand to win customer confidence ➤ Always practice fair content use rules CRM INTELLIGENCE ➤ Maximize the impact of each inbound lead ➤ More effective scoring, routing, nurturing ➤ CRM Intelligence supports each stage of the sales cycle
  • # #contentmkt13 QUESTIONS & MORE INFORMATION Curata InsideView Silverpop Taps InsideView for More Qualified, Complete Leads. Download the case study now. www.insideview.com Ebook: 5 Simple Steps to Becoming a Content Curation Rockstar Download: http://bit.ly/5stepscuration