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

•

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Presentation given at the Content2Conversion conference in Scottsdale, AZ on 2/16/2016. There are four shifts that must happen for content marketers to be successful in 2016. 1. Build the right team. 2. Create better thought leadership. 3. Internal activation is almost more important than external. 4. Learn the important unit economics of your business.

Marketing

Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 3

Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 5
BUILDING THE RIGHT MARKETING TEAM
MARKETING
Operations Creative

Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 6
BUILDING THE RIGHT MARKETING TEAM
MARKETING
Operations Creative

Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 7
BUILDING THE RIGHT GO-TO-MARKET TEAM
GO-TO-MARKET
Operations Creative Inbound Research

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

Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 9
REMEMBER TO SUPPORT THE DOTTED LINE
GO-TO-MARKET
Support
Corporate
Sales
Customer
Success
Product

Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 10
THE MOST IMPORTANT DOTTED LINE?
GO-TO-MARKET
Support
Corporate
Sales
Customer
Success
Product
v
v

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

Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 14
CUSTOMER SURVEY

Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 15
PEER SURVEY

Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 16
BENCHMARKING THE INDUSTRY

INTERNAL ACTIVATION OF
CONTENT IS ALMOST MORE
IMPORTANT THAN EXTERNAL

Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 23
REMEMBER THE DOTTED LINE
GO-TO-MARKET
Support
Corporate
Sales
Customer
Success
Product

• 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

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

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

CAC RATIO
PAYBACK PERIOD
CUSTOMER RETENTION

DEMAND GEN OR CONTENT
MARKETING EXPERTS
32

YOU ARE EXPERIENCE MAKERS
AND MANAGERS
33

EXPERIENCE IS THE ONLY
THING THAT MAKES YOU
RELEVANT
34

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Alpha Media March 2024 Buyers Guide.pptx

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

1. 4 LEADERSHIP SHIFTS YOU MUST MAKE FOR SUCCESSFUL CONTENT MARKETING IN 2016

2. 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

4. 1. BUILDING THE RIGHT TEAM

8. 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

11. 2. THOUGHT LEADERSHIP IS NOT ABOUT YOU

12. THOUGHT LEADERSHIP STARTS WITH YOUR CUSTOMER

13. 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

17. RESULTS?

18. $15M MQP

19. $15M MQP $1.5M CLOSED

20. $15M MQP $1.5M CLOSED 80% PRESS

21. 3. DON’T FORGET INTERNAL ACTIVATION

22. INTERNAL ACTIVATION OF CONTENT IS ALMOST MORE IMPORTANT THAN EXTERNAL

24. • 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

25. 4. OBSESS OVER UNIT ECONOMICS

26. 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

27. DIG DEEP

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

29. CAC RATIO PAYBACK PERIOD CUSTOMER RETENTION

30. YOU ARE NOT MARKETERS. 30

31. FOUNDERS OR THE CEO 31

32. DEMAND GEN OR CONTENT MARKETING EXPERTS 32

33. YOU ARE EXPERIENCE MAKERS AND MANAGERS 33

34. EXPERIENCE IS THE ONLY THING THAT MAKES YOU RELEVANT 34

35. THANKS! FIND ME @KYLEPLACY

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

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