Content marketing for lead nurturing

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How is content being used to support b2b lead generation and nurturing? What’s working best? And how can you measure its success? …

How is content being used to support b2b lead generation and nurturing? What’s working best? And how can you measure its success?

Presentation from MicroMedia's after summer b2b event in Helsinki on 20 September 2012. Including some examples of successful b2b marketing campaigns with great content at their heart.

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  • 1. SUCCESSFUL LEAD NURTURING RUNS ON GREAT CONTENT Paul Everett, The Marketing Practice© The Marketing Practice 2012
  • 2. The Marketing Practice • One of the UK’s top 10 B2B agencies • Running integrated (content, telemarketing, digital, events) campaigns for 10 years • For clients including…© The Marketing Practice 2012
  • 3. Over the next 40 minutes… • How is content being used? • What’s working best? • Tips for creating the best performing content© The Marketing Practice 2012
  • 4. Signs that we need content marketing • Buyers are increasingly doing their own research • You’re invited into sales process too late to influence the deal • Outbound campaign response rates dropping (and cost per lead rising) • Sales teams struggling to memorably pitch your USPs • We already spend around 25% of marketing budgets on content…© The Marketing Practice 2012
  • 5. GREAT CONTENT NEEDS A METAPHOR, SO HERE GOES…© The Marketing Practice 2012
  • 6. Without content • It would be like…© The Marketing Practice 2012
  • 7. It’s a long process from interest to decision© The Marketing Practice 2012
  • 8. Finding a first date© The Marketing Practice 2012
  • 9. Finding a first date© The Marketing Practice 2012
  • 10. Do you mostly find content through search engines or through your social media network? Mainly As A Result Of Traditional Online Searching, Such As Search Engines Mainly As A Result Of Regular Direct Involvement In Social Media Channels 80 70 60 53 52 53 50 47 48 47 40 30 20 10 Total Director Level Specifically IT/Tech© The Marketing Practice 2012
  • 11. CONTENT EXAMPLES© The Marketing Practice 2012
  • 12. Content marketing is over 100 years old • Michelin guide launched in 1900 • Information on petrol, garages, restaur ants & accommodation • Given away free to encourage road travel (and sell more Michelin types…)© The Marketing Practice 2012
  • 13. Canon Prospect Engagement© The Marketing Practice 2012
  • 14. The Chordiant Customer Experience Maturity Model • Research and benchmarking tool promoted via LinkedIn, Google, Wikipedia, blog sharing, employee social media advocates and direct outbound communications • 90 ‘enquiries’ per month converting to 180 sales leads over 12 months • Signed Vodafone as a client and attributed £32m pipeline in EMEA© The Marketing Practice 2012
  • 15. O2 Business readiness Everyone from Sales through to prospects engaged by the story In February 2012, two thousand of O2’s HQ staff didn’t come into the office. A unique story to bring to life O2’s flexible working proposition© The Marketing Practice 2012
  • 16. O2 Business readiness Everyone from Sales through to prospects engaged by the story “It’s rather refreshing to see a big tech company actually do this kind of thing rather than just talk about it.”© The Marketing Practice 2012
  • 17. BUILDING GREAT CONTENT© The Marketing Practice 2012
  • 18. Creating great content – learning from affiliate marketing • The Life Force 8* basic human needs: – Survival, enjoyment of life, life extension. – Enjoyment of food and beverages. – Freedom from fear, pain, and danger. – Sexual companionship. – Comfortable living conditions. – To be superior, winning, keeping up with the Joneses. – Care and protection of loved ones. – Social approval. *Ca$hvertising by Drew Eric Whitman© The Marketing Practice 2012
  • 19. What are the audience looking for?© The Marketing Practice 2012
  • 20. What are the audience looking for?© The Marketing Practice 2012
  • 21. What are the audience looking for?© The Marketing Practice 2012
  • 22. What do you want them to know? • What do they think now? • How do we sell the next step? • What’s the value to them of spending an hour with you?© The Marketing Practice 2012
  • 23. What can you be an expert at?© The Marketing Practice 2012
  • 24. Planning methodology Discovery: Sales alignment Strategy: Data audit Sales objectives and business targets Review current data strategy and coverage Marketing objectives and responsibilities Gap analysis against full potential prospect universe Handover points and process (in both directions) Define strategy for augmenting/optimising data Discovery: Proposition insights Implementation: Process design Market and proposition maturity Inbound contact capture Buying process stages Outbound nurturing delivery and website integration Buying knowledge/content requirements at each stage Lead qualification and handover to sales (and back) Discovery: Audience definition Implementation: Campaign design Segmentation (by sector/size/customer/prospect...) Select inbound channels Functions comprising decision-making unit Design first nurture flows and website use Typical attitudes/expections from supplier Define how personalisation/segmentation will be used Discovery: Audience access research Implementation: Team & Governance Channel preferences Internal team requirements Social Media usage Integration with other activities 3rd party and influencer knowledge sources Reporting requirements specified Strategy: Content plan Implementation: System design Existing content audit - what is suitable? Is there a gap between existing and required systems? Plan headline content hooksand message hierarchy Review potential solutions to support the plan Align to buying process and promote next steps Implement selected solution Design creative execution concepts© The Marketing Practice 2012
  • 25. Tracking the ROI – integrated with telemarketing €580k Marketing Investment Marketing Investment £600k Leads with 13% £250k Marketing Investment of target market Generated: Weighted pipe - 68 client workshops £12m €490m Pipeline £5.37m €42m Sales Weighted pipe - Weighted ROI 72 times investment 20 times investment Weighted ROI 21 times investment© The Marketing Practice 2012
  • 26. Closing thoughts • Tom UpfoldTM ‘Natural’ calls to action – Selling the benefits of the next step rather than the end proposition – ‘Why should I give up my time to meet you?’ – Capture their interest first, then qualify them (not vice-versa) • Aligned with Sales, not necessarily just to Sales – Interactive content marketing and experiences put Marketing closer to the audience – Will it drive results that count? • Plan Year 2 from Day 1 – How we will prove success? (don’t start without it) – What else will we want to do? – What will we do when our content is a year out of date?© The Marketing Practice 2012
  • 27. THANK YOU© The Marketing Practice 2012