#SMCDallas @MikeDMerrill
Content Marketing Evolution
Aligning to the Buying Process
Mike Merrill
Enterprise Account Execut...
#SMCDallas @MikeDMerrill
#SMCDallas @MikeDMerrill
The 1:1 Customer Platform
Email Mobile Social Web Data &
Analytics
Marketing
Automation
Platform
#SMCDallas @MikeDMerrill
The 1:1 Customer Platform
Email Mobile Social Web Data &
Analytics
Marketing
Automation
Platform
#SMCDallas @MikeDMerrill
Leverage
Customer Data
Generate High
Quality Leads
Optimize
Customer
Engagement
Manage
Cross-chan...
#SMCDallas @MikeDMerrill
B2B Buyers Are More Informed
#
57% of a typical purchase decision is made before a customer even
...
#SMCDallas @MikeDMerrill
B2B Rushes to Publish Content Everywhere
#
#SMCDallas @MikeDMerrill
How Do I Use Each Platform?
#SMCDallas @MikeDMerrill
B2B Content Marketing Benchmarks
Joe Pulizzi
@JoePulizzi
@CMIContent
Ann Handley
@AnnHandley
@Mar...
#SMCDallas @MikeDMerrill
A Few Key Data Points
“
58%
6
Plan to increase their content marketing
budget in next 12 months
4...
#SMCDallas @MikeDMerrill
Content Marketing Usage by Tactic
• Too much focus on every
platform and tactic
• Infographics sa...
#SMCDallas @MikeDMerrill
10 Content Marketing Ideas to Get Started
1. Top customer service issues and complaints
2. Main o...
#SMCDallas @MikeDMerrill
Content Marketing Crisis of Confidence
#SMCDallas @MikeDMerrill
Customers choose you
Leads contact you
Customers book & buy
Time to Align Content to Buying Journ...
#SMCDallas @MikeDMerrill
In Reality
Leads leak out
At each stage
Ideally
All visitors become
leads and all leads
Become cu...
#SMCDallas @MikeDMerrill
7%
of visitors contact you
[call, email, form]
30%
of contacts become
active leads interested
in ...
#SMCDallas @MikeDMerrill
7%
of visitors contact you
[call, email, form]
30%
of contacts become
active leads interested
in ...
#SMCDallas @MikeDMerrill
Buyer Needs at Each Stage
• Recognize problem or issue
• Want to change status quo
• Gain confide...
#SMCDallas @MikeDMerrill
Discovery Phase: Recommended Content
• Social Presence
• Blog articles
- Curated Lists
- Tips & T...
#SMCDallas @MikeDMerrill
• Ebooks & guides
• Quizzes, Assessments & widgets
• Newsletters
• Demo videos
• Webinars
• Indus...
#SMCDallas @MikeDMerrill
Book/Buy Phase: Recommended Content
• Live or in-person events
• ROI Calculators
• Pricing guides...
#SMCDallas @MikeDMerrill
Recommended Content Summary
REPEAT
Sharing Experiences
And Buying Again
BOOK/BUY
Getting Estimate...
#SMCDallas @MikeDMerrill
Build Buyer Personas to Tailor Content Needs
1. Title: Dentist
2. Role: Owner
3. Age: 48
4. Sex: ...
#SMCDallas @MikeDMerrill
Every Persona Has Different Needs
Persona Stage Questions (Needs) Answers Format
Influencer
Disco...
#SMCDallas @MikeDMerrill
Best Practices for Content Promotion
5
Consider Promoted Posts / Sponsored posts / FB Custom Audi...
#SMCDallas @MikeDMerrill
The Future of Marketing is Customer Journeys
Source: Marketing Sherpa
#SMCDallas @MikeDMerrill
Customer Journey
The sum of all the brand experiences that a customer
will engage in over time.
[...
#SMCDallas @MikeDMerrill
Today, Interactions are Not Connected in a Journey
#SMCDallas @MikeDMerrill
Do you know
who your
customers are?
Do you know
where they are in
their journey?
Are you driving ...
#SMCDallas @MikeDMerrill
CMO
Single View of
the Customer
Customer
Journey
Optimized
Content
#SMCDallas @MikeDMerrill
… And
#SMCDallas @MikeDMerrill
#LeadDanceParty
#SMCDallas @MikeDMerrill
#SMCDallas @MikeDMerrill
Questions?
• TWITTER: @MikeDMerrill
• EMAIL: MMerrill@ExactTarget.com.com
• BLOG: http://blog.exa...
#SMCDallas @MikeDMerrill
Recommended Reading
1. B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends–North America
...
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Building Relevance in B2B Content Marketing

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This presentation discusses how content marketing needs to better align to buyers needs but ultimately map to the customer's journey with your brand.

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  • So now, the marketing cloud [click]

    …is the ExactTarget Marketing Cloud.

  • The ExactTarget Marketing Cloud includes email, mobile, social, web, marketing automation, data & analytics and a platform and tools for building custom apps and running 3rd party apps from the ExactTarget AppExchange.
  • The ExactTarget Marketing Cloud is includes Radian6, Buddy Media and Social.com. They are now part of the ExactTarget Marketing Cloud. We are 100% committed to these products had have major releases coming out soon.

  • *Attention: These challenges are not set in stone so you may edit the above text. Feel free to repurpose other challenge slides from the other vertical slide decks found in Salesforce.

    Based on internal and external research we found that the 4 most Common Challenges faced in the Technology Industry:
    Leverage Customer Data
    Generate High Quality Leads
    Optimize Customer Engagement
    Manage Cross-channel Communications

  • The proliferation of platforms have lead to memes like this. To help explain how one would use each platform whether it be a consumer or a business
  • Every year the Content Marketing Institute and MarketingProfs collaborate on a report that talks about Benchmarks, Budgets and Trends in Content Marketing.

    Let’s just look at a few of these telling stats
  • 58% of B2B Marketers plan to increase their budgets on content marketing up 4% from last year
    Average use 6 social media channels: up from 5 last year
    42% of B2B Marketers consider themselves effective at content marketing up from 36% last year
    44% outsource B2B content creation
  • Let’s look at Content Marketing Usage by Tactic, a graph out of the CMI/Marketing Profs report:

    - All Content tactics are being used more frequently with research reports, videos, and mobile content sing the largest increases
  • With the help of Penguin and Panda, authentic content became paramount. Not only are we trying to support all this tactics and platform but we also need to drive engagement to drive Edge Rank and SEO
    Many are struggling to measure social media effectiveness
  • But it’s not about publishing more content it about publishing the right content at the right time for the right person. It’s time to apply a growth hackers mentality to the value of the content you create.

    Let’s consider a simple buying funnel for a buyer online

    Describes the marketing and sales process of turning prospects into customers.
  • Include slide not on how to articulate the percentages
  • Include slide not on how to articulate the percentages
  • So let’s look at the recommended formats
  • So let’s look at the recommended formats
  • So let’s look at the recommended formats
  • Definition: an in depth profile representation of the buyer audience that influences/makes the purchasing decision for the product and services that you are trying to market.

    Hubspot Definition: Buyer personas are fictional representations of your ideal customers. They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.

    This is just one persona. For complex solutions you could have numerous personas that impact the sales: initiator, influencer, end-user, buyer, decision-maker, gatekeeper

    Each Persona will have different questions at each stage of the buying cycle. So you can see there is plenty of work to be done



  • Here we could have persona’s for each person’s role in an enterprise sale



  • Imagine that someone comes to your website and registers for a webinar or downloads an ebook. Then based on their profile and amount of time spent on site you decide to drop them a direct mail or send an email. With both of these channels you want to be able to track if the person engaged and based on that engagement trigger another action.
  • Key Take Away:
    Marketers need to understand their customers to build and optimize personalized customer journeys.

    ACTION: Conduct discussion around where customer/prospect is in building customer journeys

    Talk Track
    I would encourage you to think about four key things.

    First, how much do you know about your customers? Are you aggregating browsing, subscriber, social and mobile data to get 360 view of your customer? This is the critical first step in optimizing every step of the customer journey.
    Second, are you able to identify where your customers are in the buying process? Are they simply evaluating or are they are loyal repeat customer?
    Do you have a strategy for optimizing every point of interaction along this journey? Once you know where they are in the process, map out a strategy to optimize every step of the customer journey
    And finally, are you able to measure the impact of your communications and messaging?

    Lets talk about how we can maximize every step of the journey so you can reach your business goals and objectives.
  • But how do you pull all of these channels together?

    There are three capabilities above all others we believe marketers need to become a customer company.

    Know your customers with a single view of customer data.
    Know where your customers are in their journey with your organization … and then be proactive with where you want your customers to be by managing, literally, the customer journey.
    Optimize how content is created and delivered across all customer communication channels.

    These three powerful ideas are the fabric of the marketing cloud. This is what we are building … this is where we are going.


  • Definition: an in depth profile representation of the buyer audience that influences/makes the purchasing decision for the product and services that you are trying to market.

    Hubspot Definition: Buyer personas are fictional representations of your ideal customers. They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.

    This is just one persona. For complex solutions you could have numerous personas that impact the sales: initiator, influencer, end-user, buyer, decision-maker, gatekeeper

    Each Persona will have different questions at each stage of the buying cycle. So you can see there is plenty of work to be done



  • Transcript of "Building Relevance in B2B Content Marketing"

    1. 1. #SMCDallas @MikeDMerrill Content Marketing Evolution Aligning to the Buying Process Mike Merrill Enterprise Account Executive @MikeDMerrill #SMCDallas
    2. 2. #SMCDallas @MikeDMerrill
    3. 3. #SMCDallas @MikeDMerrill The 1:1 Customer Platform Email Mobile Social Web Data & Analytics Marketing Automation Platform
    4. 4. #SMCDallas @MikeDMerrill The 1:1 Customer Platform Email Mobile Social Web Data & Analytics Marketing Automation Platform
    5. 5. #SMCDallas @MikeDMerrill Leverage Customer Data Generate High Quality Leads Optimize Customer Engagement Manage Cross-channel Communications Common Challenges
    6. 6. #SMCDallas @MikeDMerrill B2B Buyers Are More Informed # 57% of a typical purchase decision is made before a customer even talks to a supplier Source: Corporate Executive Board
    7. 7. #SMCDallas @MikeDMerrill B2B Rushes to Publish Content Everywhere #
    8. 8. #SMCDallas @MikeDMerrill How Do I Use Each Platform?
    9. 9. #SMCDallas @MikeDMerrill B2B Content Marketing Benchmarks Joe Pulizzi @JoePulizzi @CMIContent Ann Handley @AnnHandley @MarketingProfs
    10. 10. #SMCDallas @MikeDMerrill A Few Key Data Points “ 58% 6 Plan to increase their content marketing budget in next 12 months 42% Social media distribution channels Consider themselves effective
    11. 11. #SMCDallas @MikeDMerrill Content Marketing Usage by Tactic • Too much focus on every platform and tactic • Infographics saw the largest jump with 51% utilizing vs. 38% last year • Determine how each tactic facilitates the buying process
    12. 12. #SMCDallas @MikeDMerrill 10 Content Marketing Ideas to Get Started 1. Top customer service issues and complaints 2. Main objections sales reps receive 3. FAQ eBook or blog post 4. Content related to best performing search keywords 5. How customers are using your product in a unique way 6. Employee profiles - especially execs 7. Slideshare 8. Survey results 9. Live blog of this event or any related to your industry 10. Customer case studies and testimonials
    13. 13. #SMCDallas @MikeDMerrill Content Marketing Crisis of Confidence
    14. 14. #SMCDallas @MikeDMerrill Customers choose you Leads contact you Customers book & buy Time to Align Content to Buying Journey Prospects discover youwhen they search, surf & socialize [then they click to visit] when your website makes a good impression when you stand out with good, timely follow-up when you provide a great customer experience
    15. 15. #SMCDallas @MikeDMerrill In Reality Leads leak out At each stage Ideally All visitors become leads and all leads Become customers
    16. 16. #SMCDallas @MikeDMerrill 7% of visitors contact you [call, email, form] 30% of contacts become active leads interested in buying 30% of leads convert into customers 1,000 Visitors 70 Contacts 21Leads 6 Customers 66,000 Prospects 1.5% of prospects click to visit your Website DiscoverContactChoose Simple Marketing Math Small changes make a BIG impact on your customers and profits
    17. 17. #SMCDallas @MikeDMerrill 7% of visitors contact you [call, email, form] 30% of contacts become active leads interested in buying 30% of leads convert into customers 1,700 Visitors 119 Contacts 36Leads 11 Customers 66,000 Prospects 2.5% of prospects click to visit your Website DiscoverContactChoose Understanding Marketing Math 1% increase in visitors to your website results in almost 100% increase in customers and profits Source: Marketing Sherpa
    18. 18. #SMCDallas @MikeDMerrill Buyer Needs at Each Stage • Recognize problem or issue • Want to change status quo • Gain confidence in right product/service selection • Understand ROI of each to build business case DISCOVER Surfing, Searching and Socializing CONSIDER Researching and Evaluating BOOK/BUY Getting Estimates and Purchasing REPEAT Sharing Experiences And Buy Again • Explore possible solutions • Define short list of providers • Commit to change
    19. 19. #SMCDallas @MikeDMerrill Discovery Phase: Recommended Content • Social Presence • Blog articles - Curated Lists - Tips & Tricks • Infographics • Ebooks & guides • Assessments & quizzes • Meme marketing • Videos • Webinars SURFING, SEARCHING, AND SOCIALIZING Key leading indicators: • Traffic, page views, time onsite • Downloads • Inbound links, page rank • Fans, followers • Mentions, comments, shares
    20. 20. #SMCDallas @MikeDMerrill • Ebooks & guides • Quizzes, Assessments & widgets • Newsletters • Demo videos • Webinars • Industry analyst reports • Testimonials • Case studies • Live or in-person events RESEARCHING AND EVALUATING Key leading indicators: • Click-throughs, open rates • Downloads • Inquiries, form submits • Database growth Contact & Choose Phase: Recommended Content
    21. 21. #SMCDallas @MikeDMerrill Book/Buy Phase: Recommended Content • Live or in-person events • ROI Calculators • Pricing guides • Total cost of ownership toolsGETTING ESTIMATES AND PURCHASING Key leading indicators: • Qualified Leads • Booked Appointments • Opportunities • Pipeline size • Closed Deals
    22. 22. #SMCDallas @MikeDMerrill Recommended Content Summary REPEAT Sharing Experiences And Buying Again BOOK/BUY Getting Estimates and Purchasing Buying Stage Buyer Needs Recommended Content KPIs Discover • Recognize problem or issue • Want to change status quo • Blog Articles • Infographics • Ebooks & Guides • Assessments & Quizzes • Meme Marketing • Videos • Webinars • Traffic, page views, time onsite • Downloads • Inbound links, page rank • Fans, followers • Mentions, comments, shares Consider • Explore possible solutions • Define short list of providers • Commit to change • Ebooks & Guides • Quizzes & Widgets • Newsletters • Demo Videos • Webinars • Industry analyst reports • Testimonials • Case studies • Click-throughs, open rates • Downloads • Inquiries, form submits • Database growth Book/Buy • Gain confidence in right product/service selection • Understand ROI of each to build business case • Live or in-person events • ROI Calculators • Pricing guides • Total cost of ownership tools • Qualified Leads • Booked Appointments • Opportunities • Pipeline size • Closed Deals
    23. 23. #SMCDallas @MikeDMerrill Build Buyer Personas to Tailor Content Needs 1. Title: Dentist 2. Role: Owner 3. Age: 48 4. Sex: Male 5. Education: Doctorate 6. Experience: 14Years 7. Marketing experience: YP, Valpak, Local pubs, Direct Mail 8. Goals: Lower cost to acquire more patients, spend less time worrying about marketing 9. Challenges: Determining the ideal marketing strategy, understanding the latest in online marketing 10. Needs: Transparent ROI, fewer vendors to manage (single source), face to face sales rep to educate/inform
    24. 24. #SMCDallas @MikeDMerrill Every Persona Has Different Needs Persona Stage Questions (Needs) Answers Format Influencer Discovery 1. 2. 3. 1. 2. 3. 1. 2. 3. Consideration 1. 2. 3. 1. 2. 3. 1. 2. 3. Book/Buy 1. 2. 3. 1. 2. 3. 1. 2. 3. Decision Maker Discovery 1. 2. 3. 1. 2. 3. 1. 2. 3. Consideration 1. 2. 3. 1. 2. 3. 1. 2. 3. Book/Buy 1. 2. 3. 1. 2. 3. 1. 2. 3. Users, technical buyer
    25. 25. #SMCDallas @MikeDMerrill Best Practices for Content Promotion 5 Consider Promoted Posts / Sponsored posts / FB Custom Audiences / FB Lookalike Audiences / LinkedIn Sponsored Posts / Twitter Cards 1 Use perfectly formatted images on social channels 2 Make sure the first 100 characters are the most crucial 3 Shorten URLs 4 Use UTM Strings for Google Analytics
    26. 26. #SMCDallas @MikeDMerrill The Future of Marketing is Customer Journeys Source: Marketing Sherpa
    27. 27. #SMCDallas @MikeDMerrill Customer Journey The sum of all the brand experiences that a customer will engage in over time. [kuhs-tuh-mer] [jur-nee] 1 2 A customer’s unique path in a brand relationship.
    28. 28. #SMCDallas @MikeDMerrill Today, Interactions are Not Connected in a Journey
    29. 29. #SMCDallas @MikeDMerrill Do you know who your customers are? Do you know where they are in their journey? Are you driving an engagement strategy to move them along that journey? Are you able to measure the impact on your business goals? Four Questions
    30. 30. #SMCDallas @MikeDMerrill CMO Single View of the Customer Customer Journey Optimized Content
    31. 31. #SMCDallas @MikeDMerrill … And
    32. 32. #SMCDallas @MikeDMerrill #LeadDanceParty
    33. 33. #SMCDallas @MikeDMerrill
    34. 34. #SMCDallas @MikeDMerrill Questions? • TWITTER: @MikeDMerrill • EMAIL: MMerrill@ExactTarget.com.com • BLOG: http://blog.exacttarget.com • WEBSITE: http://www.exacttarget.com • TWITTER: @ExactTarget
    35. 35. #SMCDallas @MikeDMerrill Recommended Reading 1. B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends–North America http://bakn.me/1oPvwPZ 2. 4 Questions Answered about Buyer Personas http://bakn.me/Wzg0Ew 3. 7 Ways to Research Your Buyer for Content Marketing http://bakn.me/11rQ4PA 4. The Content Grid v2 http://bakn.me/VjYo4k 5. The Content Match Game: Tips for Better Content Alignment Throughout the Buying Cycle http://bakn.me/YfSFhP 6. Optimize Content Marketing by Facilitating the Buyer’s Journey http://bakn.me/Ug6s1k 7. Step-by-Step Templates for Mapping your B2B Content http://bakn.me/11c220A 8. The Content To Consumer: Aligning & Automating the Delivery of Content according to the Buyer Stage http://bakn.me/TwTsDS 9. Content Mapping for a Buyer-Centric Content Strategy http://bakn.me/TvSozG 10. Optimize B2B Content Across the Sales Cycle http://bakn.me/11CpKSQ

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