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Lessons From The State Of B2B Content Consumption & Demand Report And Real-World Tactics That Achieved 1500% ROI

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Access the full webcast here: https://dg-r.co/2LhxSVI

In this session, David Fortino, SVP of Audience and Product at NetLine, will discuss his observations on content consumption and demand based on findings from the company’s 2018 State of B2B Content Consumption and Demand Report. Fortino will dissect some of the stand-out data, such as consumption gap trends with C-level professionals and the significance of appealing to the larger active audience comprised of Individual Contributors.

The webcast will also feature Valerie Riley, Director of Marketing for ITProTV, who will share her experience and perspective on the efficacy of content syndication. Specifically, she will discuss:

* The challenges she faced to pilot a new, successful lead generation program prior to launching campaigns; and

* The winning strategy that led to over 1,500% ROI that can help other B2B marketers discover or expand their lead gen tactics.

Published in: Marketing
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Lessons From The State Of B2B Content Consumption & Demand Report And Real-World Tactics That Achieved 1500% ROI

  1. 1. #bii18 Lessons From The State Of B2B Content Consumption & Demand Report And Real-World Tactics That Achieved 1500% ROI SPONSORED BY:
  2. 2. #bii18 Your Source For The Latest B2B Marketing News & Trends demandgenreport.com twitter.com/DG_Report linkd.in/DG_Specialists
  3. 3. February 25–27, 2019 SAVE THE DATE: Join Our B2BMXperts community: b2bmx.influitive.com/join/now Hyatt Regency, Scottsdale www.b2bmarketing.exchange
  4. 4. #bii18 #bii18 Prize Pack: Register & Attend to Win Join all our #bii18 sessions live for the best chance to win • $10 Starbucks gift cards - 1 winner per session • Free passes to #B2BMX - 1 winner per day • $500 Expedia gift card - 1 winner per series
  5. 5. How are we doing? #bii18 Questions, Tweets, Resources, Survey
  6. 6. #bii18 Speakers Valerie Riley ITProTV David Fortino NetLine Klaudia Tirico Demand Gen Report
  7. 7. david@netline.com @David__Fortino https://www.linkedin.com/in/davidfortino/ David Fortino
  8. 8. www.netline.comwww.netline.com Insights for days… The largest and most detailed account of content consumption behavior across the B2B market was born.
  9. 9. The Struggle is Real... In the past 12 months, long-form business content consumption activity increased by 36%. Market Validation of B2B Content Demand
  10. 10. Content Consumption Insights # While data is great, the logic is not really rocket science: who are making decisions in an organization versus researching them and influencing decisions? Influencers report into decision-makers: they're active in taking ownership of their role in purchase decisions. HACKING THE ORG CHART
  11. 11. Content Consumption Insights # C-level takes 21% longer to read the content they've requested compared to Managers VPs are taking less time to consume content they've requested compared to last year.
  12. 12. www.netline.com C-LEVEL HAS THE BEST INTENTIONS TO CONSUME CONTENT BUT REQUIRES MORE EFFORT TO READ IT. INDIVIDUAL CONTRIBUTORS Does the C-Suite... Research vendors? Lack distractions? Have lots of free time?
  13. 13. Get the most out of content distribution
  14. 14. www.netline.comwww.netline.com
  15. 15. www.netline.comwww.netline.com I heard you should question everything, but why?
  16. 16. Key Takeaways Final thoughts/
  17. 17. 1. Attack the Influencers Build deeper influence within the organization by expanding your target range outside senior leadership and target the professionals that advise them. Deeper influence within the organization will directly translate into greater credibility, an often underestimated attribute associated to the vendor selection process.
  18. 18. 2. Get your ducks in a row
  19. 19. www.netline.com
  20. 20. Director of Marketing, ITProTV Meet Valerie Riley
  21. 21. • IT training in a TV show format for IT professionals • 2013 - B2C model • $7 million • B2B grew to 30% with no marketing About us
  22. 22. The blank slate • Building a B2B model from scratch • Redeployed marketing team • New SDR team • Increased sales reps
  23. 23. Finding a content- driven solution • Content in paid search - social is effective, but can be slow • Syndication moves fast – qualified leads in just days
  24. 24. 1,500% ROI • In 5 months: • Reporting for more precise pivoting of campaign tactics, conversions, ease of use • Hyper-target lead profile • Lead scoring and non-automated qualification systematically delivered SQLs
  25. 25. Divergence for success • Breaking the impressions-based model as a basis for lead gen • Risks – 0, CPL means paying for only the leads you want based on the criteria you establish and control • Benefits – measurable and real outcomes delivered straight to sales • Content that builds brand and solution- awareness to relevant audience
  26. 26. #bii18 Q&A / Speakers Valerie Riley ITProTV David Fortino NetLine Klaudia Tirico Demand Gen Report
  27. 27. #bii18 Register for more sessions now thru July 13th! Join Our Next Session: Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales And Marketing Programs webinars.demandgenreport.com/bii18 Wednesday, July 11th 3:00 PM (EDT)

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