#
#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, Insi...
#
#contentmkt13
InsideView for Marketing
5 CONTENT MARKETING ESSENTIALS
1. COMPLETE YOUR CONTENT TOOLBOX
➤ Beyond marketin...
#
#contentmkt13
NEW MARKETING PARADIGM
Inbound Lead Strategies
➤Leverage the buyers that are
finding you online
➤Automatic...
#
#contentmkt13
WEBINAR AGENDA
➤ How B2B Marketing Has Changed
➤ Content Creation and Curation
➤ Sales Process with Automa...
#
#contentmkt13
B2B MARKETING HAS CHANGED
➤87% of B2B marketers cite content marketing as a top marketing
strategy*
➤64% o...
#
#contentmkt13
POLL QUESTION
What percentage of your leads are driven by inbound strategies?
➤ <10%
➤ 10-25%
➤ 26-50%
➤ 5...
PERSONAS, PILLARS, PLACE
Is your content marketing strategy built on who you’re
targeting, what you’re going to tell them,...
#
#contentmkt13
POLL QUESTION
Where do your inbound leads come from?
➤ Facebook
➤ Twitter
➤ Blog posts
➤ Web Forms
➤ All o...
#
#contentmkt13
THE AGE OF CONTENT MARKETING
#
#contentmkt13
CONTENT DRIVES THE BUYING CYCLE
PEER
CONTENT
Educate
customers on the
need, Create
Interest
EXPERT
CONTENT...
#
#contentmkt13
CONTENT MARKETING WORKS
#
#contentmkt13
Source: Curata’s 2012 Content Curation Adoption Survey http://bit.ly/CurataAdoption2012
WHAT ARE YOUR MARK...
#
#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 co...
#
#contentmkt13
• Blog Posts
• News Sites
• Newsletters
• Social Media
• Podcasts
• eBooks
• Special Reports
• Infographic...
#
#contentmkt13
THEN YOU’VE CURATED
#
#contentmkt13
CONTENT CURATION DEFINED
“Content curation is the process of consistently finding,
organizing and sharing ...
#
#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 consisten...
#
#contentmkt13
ORGANIZE
➤Categorize
➤Tag
➤Group
➤Index
➤Archive
➤Recommend
Think like a librarian when organizing content...
#
#contentmkt13
SHARE
➤Website / Microsite
➤Blog
➤Mobile devices
➤Email Newsletter
➤Embeddable Widgets
➤Feeds
➤Social Medi...
#
#contentmkt13
CREATE – ADD VALUE
➤Abstract
➤Quote
➤Retitle
➤Parallelize
➤Storyboard
➤Summarize
Add more commentary that ...
#
#contentmkt13
#
#contentmkt13
THINK BEYOND YOUR OWN BRAND
➤Include competitor content
➤Include content that may not agree with your posi...
#
#contentmkt13
CONTENT CURATION & FAIR USE
➤Share only a portion of the original content
➤Always attribute sources
➤Drive...
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 ...
#
#contentmkt13
MORE LEADS, LESS INFORMATION
OUTBOUND
MARKETING Lists
Email +
Telemarketing
INBOUND
MARKETING
SEO
Social M...
#
#contentmkt13
INBOUND LEAD CHALLENGES
Inefficient
➤Incomplete leads ignored
➤Too much manual research
➤Too many form fie...
#
#contentmkt13
©2013 InsideView. All rights reserved.
CRM INTELLIGENCE
GET MORE LEADS
WIN MORE DEALS
RETAIN AND GROW
ACCO...
#
#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 compan...
#
#contentmkt13
TIMELY, ACCURATE INSIGHTS
‣ Timely information about target market
‣ Engage prospects and customers with
r...
#
#contentmkt13
COMPREHENSIVE CONNECTIONS NETWORK
‣ Leverage social and professional
connections
CRM INTELLIGENCE PLATFORM...
#
#contentmkt13
CRM INTEGRATION
‣ Integrated into CRM and Marketing
Automation
CRM INTELLIGENCE PLATFORM
DATA
INSIGHTS
CON...
#
#contentmkt13
INTELLIGENT CONTENT MARKETING
‣ FIND MORE
LEADS
‣ WIN MORE
DEALS
Capture leads from any source (web
forms,...
#
#contentmkt13
INTELLIGENT CONTENT MARKETING
‣ FIND MORE
LEADS
‣ WIN MORE
DEALS
Capture leads from any source (web
forms,...
#
#contentmkt13
INTELLIGENT CONTENT MARKETING
‣ FIND MORE
LEADS
‣ WIN MORE
DEALS
Capture leads from any source (web
forms,...
#
#contentmkt13
INTELLIGENT CONTENT MARKETING
‣ FIND MORE
LEADS
‣ WIN MORE
DEALS
‣ RETAIN
AND GROW
SALES LIFECYCLE
MARKETI...
#
#contentmkt13
INTELLIGENT CONTENT MARKETING
‣ FIND MORE
LEADS
‣ WIN MORE
DEALS
‣ RETAIN
AND GROW
SALES LIFECYCLE
MARKETI...
#
#contentmkt13
Leads
Qualified Leads
Opportunities
Wins
Capture more leads from the same spend
Turn unproductive leads in...
#
#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 cur...
#
#contentmkt13
CRM INTELLIGENCE
IMPROVES CONTENT MARKETING
An 11% improvement in
form completions.
Reduce attrition and I...
#
#contentmkt13
THINGS TO REMEMBER
CONTENT MARKETING
➤ Create a balance between
created and curated content
➤ Think beyond...
#
#contentmkt13
QUESTIONS & MORE INFORMATION
Curata InsideView
Silverpop Taps InsideView for More Qualified,
Complete Lead...
Upcoming SlideShare
Loading in...5
×

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

5,172

Published on

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

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

No Downloads
Views
Total Views
5,172
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
78
Comments
0
Likes
8
Embeds 0
No embeds

No notes for slide
  • 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.
  • Change questions
  • Change questions
  • Peer, Expert, vendor
  • 5 Steps to Optimize Your Lead Nurturing Process: The Right Content to the Right Audience

    1. 1. # #contentmkt13 OPTIMIZE YOUR LEAD NURTURING PROCESS: THE RIGHT CONTENT TO THE RIGHT AUDIENCE
    2. 2. # #contentmkt13 PRESENTED BY: AMERICAN MARKETING ASSOCIATION Pawan Deshpande Founder and CEO, Curata Brian Kelly CMO, InsideView
    3. 3. # #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?
    4. 4. # #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
    5. 5. # #contentmkt13 WEBINAR AGENDA ➤ How B2B Marketing Has Changed ➤ Content Creation and Curation ➤ Sales Process with Automated Lead Enrichment ➤ Examples ➤ Questions SLID
    6. 6. # #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
    7. 7. # #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
    8. 8. 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?
    9. 9. # #contentmkt13 POLL QUESTION Where do your inbound leads come from? ➤ Facebook ➤ Twitter ➤ Blog posts ➤ Web Forms ➤ All of the above ➤ None of the above
    10. 10. # #contentmkt13 THE AGE OF CONTENT MARKETING
    11. 11. # #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
    12. 12. # #contentmkt13 CONTENT MARKETING WORKS
    13. 13. # #contentmkt13 Source: Curata’s 2012 Content Curation Adoption Survey http://bit.ly/CurataAdoption2012 WHAT ARE YOUR MARKETING CHALLENGES?
    14. 14. # #contentmkt13 *http://bit.ly/Beastcuration
    15. 15. # #contentmkt13
    16. 16. # #contentmkt13
    17. 17. # #contentmkt13 ➤Published a “Best of” post ➤Commented or shared a link on Twitter ➤Pasted a link to Facebook with your commentary? HAVE YOU EVER?
    18. 18. # #contentmkt13 • Blog Posts • News Sites • Newsletters • Social Media • Podcasts • eBooks • Special Reports • Infographics • Polls & Surveys • Video • Webinars Download at www.curata.com/resources
    19. 19. # #contentmkt13 THEN YOU’VE CURATED
    20. 20. # #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.”
    21. 21. # #contentmkt13 THE CONTENT CURATION PROCESS Find Curate Share
    22. 22. # #contentmkt13 CURATION IN MUSEUMS You can create value simply by curating.
    23. 23. # #contentmkt13 Identify: http://bit.ly/CurationTopic IDENTIFY
    24. 24. # #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
    25. 25. # #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
    26. 26. # #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
    27. 27. # #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
    28. 28. # #contentmkt13
    29. 29. # #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.
    30. 30. # #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
    31. 31. CRM INTELLIGENCE™ Find More Leads, Win More Deals, Grow Accounts
    32. 32. START THE SALES PROCESS WITH AUTOMATED LEAD ENRICHMENT How can you eliminate incomplete leads from your demand generation world?
    33. 33. # #contentmkt13 MORE LEADS, LESS INFORMATION OUTBOUND MARKETING Lists Email + Telemarketing INBOUND MARKETING SEO Social Media Marketing Automation
    34. 34. # #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
    35. 35. # #contentmkt13 ©2013 InsideView. All rights reserved. CRM INTELLIGENCE GET MORE LEADS WIN MORE DEALS RETAIN AND GROW ACCOUNTS
    36. 36. # #contentmkt13 CRM INTELLIGENCE PLATFORM ESSENTIAL COMPONENTS OF CRM INTELLIGENCEDATA INSIGHTS CONNECTIONS
    37. 37. # #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
    38. 38. # #contentmkt13 TIMELY, ACCURATE INSIGHTS ‣ Timely information about target market ‣ Engage prospects and customers with relevant insights. CRM INTELLIGENCE PLATFORM DATA INSIGHTS CONNECTIONS
    39. 39. # #contentmkt13 COMPREHENSIVE CONNECTIONS NETWORK ‣ Leverage social and professional connections CRM INTELLIGENCE PLATFORM DATA INSIGHTS CONNECTIONS
    40. 40. # #contentmkt13 CRM INTEGRATION ‣ Integrated into CRM and Marketing Automation CRM INTELLIGENCE PLATFORM DATA INSIGHTS CONNECTIONS
    41. 41. # #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
    42. 42. # #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
    43. 43. # #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
    44. 44. # #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
    45. 45. # #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
    46. 46. # #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
    47. 47. # #contentmkt13 LEARN FROM THE BEST Which best-in-class companies have winning content strategies?
    48. 48. # #contentmkt13 @aternityinc http://www.enduserexperience.info/
    49. 49. # #contentmkt13
    50. 50. # #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
    51. 51. # #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
    52. 52. # #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
    53. 53. # #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
    1. A particular slide catching your eye?

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

    ×