11. Content marketing is a marketing technique of creating and
distributing relevant and valuable content to attract, acquire,
and engage a clearly defined and understood target
audience - with the objective of driving profitable customer
action. !
!
Source: Joe Pulizzi!
12. The Age of the Empowered Customer!
Does 60% of the buyer journey without contacting sales!
16. Only marketers who are
customer-obsessed and adapt
to consumers’ changing
behaviors in real time will
succeed.
Forrester Research
17. Results of using Buyer Personas!
• Change misconceptions about buyer
segments!
• Effective marketing messages and
programs!
• Better engagement!
• Insight in how to nurture your buyer!
• Better marketing ROI !
19. Content creation criteria!
After the mapping, before you create your calendar, please
check: !
!
• Is it really relevant to your buyer?!
• Is it unique?!
• Does it add value?!
• Does it make sense for you to produce? Is it in your
domain?!
• Can you actually create it easily?!
20.
21. Survey results online !
Interview with
one of the
authors!
Press
release!
Summary of
the results!
Blog post about the
survey in general!
1 article per
chapter!
Webinar about
the survey!
The long life of a Survey!
22. 3
out
of
4
CEOs
want
marketers
to
become
100%
ROI-‐focused
23. Less than 1 in 3 companies properly calculate marketing
ROI*!
28. Digital Body Language!
Engagement fit!
• Interested in Content Marketing
(found us via google)!
• Funnel Stage – Awareness!
• Main message – You can reach
more with content!
Profile fit!
• Segment marketing manager!
• Large Insurance company!
• Large marketing teams!
29.
30. v Eloqua Best Practices: The Revenue Lifecycle™
Communication Effectiveness
Batch and Blast
Product-Driven
Segment
Customer-Driven
One to One
Behavior-Driven
Right-Time
Right-Message
True Personalization
Forrester Research
“Campaigns that target
based on Website user click-
stream data outperform
untargeted broadcast
campaigns by nearly 4 to 1.”
Marketing Sherpa
“Segmented lists yielded
an 11.7% CTR v. un-
segmented lists of same
size yielding only a 0.6%
CTR.
Aberdeen Group
Best-in-class lead scoring
programs increase pipeline
thickness by 27% v. the
average of 12%.
31.
32.
33. Lead Nurturing!
Search Google!
• Found spotONvision
eBook and visited relevant
webpages!
Attended the webinar!
• Follow-up afterwards!
Sent eBook Follow-up!
• An invitation for a webinar!
Registered for the webinar!
• Sent all details and agenda
appointment!
2 Weeks!
41. The Buyer! Content Marketing!
Lead Management! Marketing Automation!
spotONservices!
Want to know more? Or need help?!
shimon@spotonvision.com!
Helping in transforming marketing from cost-center to revenue generator!!
