4 Leadership Shifts You Must Make For Successful Content Marketing in 2016

4 LEADERSHIP SHIFTS YOU MUST MAKE FOR SUCCESSFUL CONTENT MARKETING IN 2016

Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 2 I am a marketer. I’ve written 3 books. Head of Marketing Strategy OpenView Venture Partners Previously at ExactTarget & Salesforce ABOUT KYLE

1. BUILDING THE RIGHT TEAM

Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 8 BUILDING THE RIGHT GO-TO-MARKET TEAM GO-TO-MARKET Operations Creative Inbound Research Marketing Automation Analytics Digital Manager Writer Editor Design Video Events BDR / SDR Field Sales Data Scientists

2. THOUGHT LEADERSHIP IS NOT ABOUT YOU

THOUGHT LEADERSHIP STARTS WITH YOUR CUSTOMER

Customer Survey – primary research developed for your customer’s customer. For example, interviewing 2500 consumers on how they use a mobile phone. Peer Survey – primary research for peer groups. Example – sell to marketers? Interview marketers on their plans for next year. Benchmark – use internal data to create benchmark metrics for the industry. Example – analyze 2M emails on best time to send for the retail industry Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 13 3 TYPES OF THOUGHT LEADERSHIP

RESULTS?

$15M MQP

$15M MQP $1.5M CLOSED

$15M MQP $1.5M CLOSED 80% PRESS

3. DON’T FORGET INTERNAL ACTIVATION

INTERNAL ACTIVATION OF CONTENT IS ALMOST MORE IMPORTANT THAN EXTERNAL

• Powerpoint deck of relevant data points • Call script for BDR team • Product data sheets corresponding with deliverable • Downloadable Deliverable • Single page snapshot Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 24 INTERNAL ACTIVATION KIT

4. OBSESS OVER UNIT ECONOMICS

OPEN RATE CLICK THROUGH RATE COST PER CLICK TIME ON SITE BOUNCE RATE LEAD CLOSE RATE CLOSE RATE PER CHANNEL CONVERSION RATE MQL PER CHANNEL

DIG DEEP

“We must move from numbers keeping score to numbers that drive better actions.” David Walmsley

CAC RATIO PAYBACK PERIOD CUSTOMER RETENTION

YOU ARE NOT MARKETERS. 30

FOUNDERS OR THE CEO 31

DEMAND GEN OR CONTENT MARKETING EXPERTS 32

YOU ARE EXPERIENCE MAKERS AND MANAGERS 33

EXPERIENCE IS THE ONLY THING THAT MAKES YOU RELEVANT 34

THANKS! FIND ME @KYLEPLACY

4 Leadership Shifts You Must Make For Successful Content Marketing in 2016

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