John Watton, Ship Serv & Stan Woods, Velocity


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John Watton, Ship Serv & Stan Woods, Velocity

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