The document discusses how B2B SEM can be used to grow a company by focusing on revenue generation through the full sales funnel, from awareness to close. It recommends taking an omni-format content approach, creating various types of content from whitepapers and webinars to blog posts, events and customer education materials to engage prospects throughout the process. Specific examples shown include using content for product marketing, tracking competitive alerts to revenue, scheduling event appointments, and developing content for existing customers. The key message is that B2B SEM should aim to increase company revenue and ROI, not just leads, by optimizing omni-format content across the entire customer journey.

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Upleveling your channel and career
Growing SEM's
Impact with
Omni-Format
Content

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Dave Rigotti
Paid media manager to VP of Marketing
Bizible
Seattle
@drigotti

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About Bizible
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B2B marketing attribution category creator—over 60% market share
Customer first, always—hundreds of perfect reviews
Built for B2B with complex process in mind (omni-channel, every-touch,
account-based, etc.)
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ABM, Direct Mail,
Outbound...
SEM
Director of
Demand

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Holding B2B SEM back is the true
understanding of the value it can provide.

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B2B SEM is not about lead generation.

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B2B SEM is about growing the company.
The best metric for that outcome is
revenue and ROI.

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Share these #SMXInsights on your social channels!
#SMXInsights
B2B SEM is about growing the
company.
The best metric for that outcome
is revenue and ROI.

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Think about the impact of SEM on the
entire funnel from awareness to close.

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Traditional Organization…
Lead
Creation
Anonymous
First Touch Demo
Opportunity
CreationSQL
Deal/
Revenue

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Full-funnel Organization
Demo
Opportunity
Creation
SQL
Lead
Creation
Deal/
Revenue
Anonymous
First Touch

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Unlimited budget
Right experience for the prospect
New/more ways to impact the business
Optimizing for ROI

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Share these #SMXInsights on your social channels!
#SMXInsights
Leads: 19%
Revenue: 30%
+ 55% more value to organization

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Content is content!
We promote ungated content and track
performance to revenue.
How Did We Do It?

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Form-based Content Omni-format Content
PDFs/Ebooks
Webinars
Omni-format Content
PDFs/Ebooks
Webinars
Live chat
Product/web pages
Blog posts
Events
Customer education
Case studies
Product marketing messages

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Full-funnel Content Organization
Demo
Opportunity
Creation
SQL
Lead
Creation
Deal/
Revenue
Anonymous
First Touch

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Example: Product Marketing

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Example: Competitive Alert
Compete
Campaign
Landing Page
w/ Attribution
Tracking
Salesforce
Details
Lookup
Email to
Sales Owner
Adwords Attribution Salesforce

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Example: Event Appointments

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Example: Customer Marketing

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To Recap…
Goal of B2B SEM is to grow the company.
Focusing on revenue greatly up-values impact.
Think of omni-format content from awareness to to close.

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LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
@drigotti for slides or questions