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Winning and nurturing leads in a web 2.0 environment; ShipServ and why content is still king
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Winning and nurturing leads in a web 2.0 environment; ShipServ and why content is still king

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Presentation I gave at a B2B Marketing Magazine seminar in November 2009 together with Stan from http://www.velocitypartners.co.uk/ and the subject of content marketing in lead generation

Presentation I gave at a B2B Marketing Magazine seminar in November 2009 together with Stan from http://www.velocitypartners.co.uk/ and the subject of content marketing in lead generation

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  • 1. Winning and nurturing leads in a web 2.0 environment; ShipServ and why content is still king
    John Watton, CMO, ShipServ
  • 2. We will cover…
    A bit about ShipServ
    What we did
    Why we did it
    How we did it
    6 Lessons Learned
  • 3. A bit about ShipServ
    E-marketplace. $1bn in GMV per annum
    Connect buyers & sellers of commercial ship supplies
    Flexible monetisation model
    Some Freemium elements
    Buyer Subscriptions
    Seller listings and advertisements
    Go-to-market approach
    Regional direct sales (10+)
    Philippines-based telesales team (30+)
  • 4. What we did
    Marketing automation
    Email design
    E-mailing
    Landing pages
    Capture forms/progressive profiling
    Lead scoring
    Automated “high scoring”
    “Interesting moments”
    Weekly lead reports
    Lead nurturing
    Drip campaigns
    Social Media
  • 5. Why we did it
    Micro-multinational (120 employees in 6 locations)
    Serve a global, fragmented business community.
    • No competition = have to educate the industry = nurture
    • 6. Need to move from broadcast to conversation
  • How we did it #1
  • 7. How we did it #2: Process, process, process
    Strong working relationship with sales
    Defined process
    Concept of a Marketing Qualified Prospect (MQP)
    Establishes criteria for “handshake” between marketing & sales
    Generate & recycle
  • 8. Pipeline management
  • 9. How we did it #3: Creating the right content
    Has to pass a higher bar than ever before
    What passes that test?
    Information that buyer believes will
    Save a fortune
    Make a fortune
    Keep him in his job
    Keep him out of jail
  • 10. Content marketing defined
    Content marketing is turning your insight and advice into campaigns that change people’s minds and incite action
  • 11. As B2B marketers, we tend not to do this well
    But you are the ‘gods’ of your market
    More deployments
    Singular focus
    Know the whole market landscape
    The real experts work for you
    Your own passion and point of view
  • 12. The 10 principles of content marketing
    It’s not about you
    Pick a hot issue
    Find clear water
    Be independent
    Support your story with data
    Use customers (and third parties)
    Share negatives
    Humanity and empathy
    Confidence sells
    Credibility matters
  • 13. ShipServ campaign 2008/09
    Content and micro-content around six calendared themes
    Promote and distribute the content through low cost online media – especially social media like LinkedIn and feeding the Twitter account with blog posts, social releases, etc.
    SEO keyword planning and site and landing page optimization
    Creating a LinkedIn Group as a community hub and encouraging membership and
    Exploitation of five other maritime groups on LinkedIn (who together have over 11,000 members)
    The production of a viral video to lighten the conversation
    Implementing Marketo lead nurturing and lead scoring to track visitor behaviour and create sales-ready leads
  • 14. The results
    Number of web visitors up 59% (quantity up);
    Page views up 70%; and average time on site up 25% (quality up).
    LinkedIn and Twitter went from zero to being in our top 20 site referrers.
    The number of sales-ready leads passed to sales went up 400%
  • 15. From
  • 16. To
  • 17. 6 Lessons Learned
  • 18. 1. Don’t be afraid to experiment
  • 19. 2. Work collaboratively with sales
  • 20. 3. Engage with social media – it’s the future!
  • 21. 4. Leave your (digital) fingerprints everywhere
  • 22. 5. Re-pimp your content
  • 23. 6. You can achieve a lot with a little
  • 24. Thank You
    jwatton@shipserv.com / @jwatton