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Content marketing- Guiding the Customer through the Funnel

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Content marketing- Guiding the Customer through the Funnel

  1. 1. Content Marketing – Guiding the Customer through the Funnel Ashutosh Gupta Head of Marketing Solutions, India LinkedIn Marketing Solutions
  2. 2. Your buyers’ behavior is forever changed
  3. 3. 90% Before customers reach out directly Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012 10 Pieces of content are consumed before a purchasing decision is made Source: Zero Moment of Truth Study, Google It’s a challenging world…
  4. 4. Increase targeted reach and quality conversions The Challenge 5% Fill out a form* 20% Open emails** 1% Opportunities captured *B2B campaign form conversion rates range from 1-5%, Sirius Decisions Benchmark Survey. **Ayaz Nanji, “Email Open and Click-Through Rates: Benchmarks by Vertical,” MarketingProfs, May 13, 2013
  5. 5. 6 Reach only the right people Deliver highly relevant and helpful content Tailor your message based on where they are in the decision process Imagine if the funnel worked like it should…
  6. 6. Reach only the right people Groups Content Strategy B2B Social Media Friends of LinkedIn Occupation Sales Standardized Job Titles Director Function Sales Company LinkedIn Industry Technology Size 5000+ Demographics Age gender Geo India Education IIM 1
  7. 7. 7 More engagement with content v/s jobsx Content is our core 482,514 3,369 1,972 Share 12K Send a message 2 Deliver highly relevant and helpful content
  8. 8. Set up a test of different updates to reach different audiences Sponsored Update 1: Targeted to CMOs These insights can help you drive transformational change to your business. [link to white paper landing page with tracking tag 1] Sponsored Update 2: Targeted to Marketing Directors Need to demonstrate the ROI of your marketing efforts? These insights can help. [link to white paper landing page with tracking tag 2] Sponsored Update 3: Targeted to Social Media Managers Social media managers: Get the insights you need to drive the engagement you want. [link to white paper landing page with tracking tag 3] Big Rock Content Example: B2B Marketing company XYZ has recently launched a new piece of research and is publishing updates to LinkedIn to drive marketers to download it.
  9. 9. Use targeting on LinkedIn to deliver the right message to the right person at the right time But be careful NOT to over-target. It’s important to reach everyone who could influence a buying decision, so cast a wide net and then refine your targeting preferences.
  10. 10. Mapping Content to the Top Funnel Typical top-funnel buyer needs: • Do I have a business challenge? • Who can solve my challenge? • What should I be looking for a solution? Education Evaluation Proposal Purchase AwarenessAwareness Education Evaluation Proposal Purchase 3 Tailor your message based on where they are in the decision process
  11. 11. Meet top-funnel needs with content that is educational, “ungated,” and addictively shareable: • Blogs • Infographics • Videos Mapping Content to the Top Funnel 3 Tailor your message based on where they are in the decision process
  12. 12. Meet top-funnel needs with content that is educational, “ungated,” and addictively shareable Mapping Content to the Top Funnel
  13. 13. Promote Adobe thought leadership to marketing DMs Result: After exposure, decision makers were: • 50% more likely to agree that “Adobe is shaping the future of digital marketing” • 79% more likely to agree that “Adobe can help me optimize my media spend” Mapping Content to the Top Funnel
  14. 14. Typical mid-funnel buyer needs: • I’m ready to start learning about this product/service. • How does this compare to other products? • What other companies have used this solution? Education Evaluation Proposal Purchase AwarenessAwareness Education Evaluation Proposal Purchase Mapping Content to the Middle Funnel
  15. 15. Mid-funnel content begins to address specific interests and questions around the product/service : • eBooks • Webinars • Demos • Case Studies Mapping Content to the Middle Funnel
  16. 16. Mid-funnel content begins to address specific interests and questions around the product/service : Mapping Content to the Middle Funnel
  17. 17. Typical bottom-funnel buyer needs: • How much does this cost? • Do I need to get buy-in from others? • I need customer references to make a decision Education Evaluation Proposal Purchase AwarenessAwareness Education Evaluation Proposal Purchase Mapping Content to The Bottom Funnel
  18. 18. Bottom-funnel content is the “deal-closer”: • Evaluation guides • ROI calculators • Free trials • Case Studies Mapping Content to the Bottom Funnel
  19. 19. Bottom-funnel content is the “deal- closer”: Mapping Content to the Bottom Funnel
  20. 20. Promote gated content offers to marketers Result: Delivered 400% more leads – and higher quality leads – within target audience than lead generation efforts on any other platform Mapping Content to the Bottom Funnel
  21. 21. The Sophisticated Marketer’s Guide to LinkedIn
  22. 22. Repurpose, repurpose, then repurpose some more Infographics Blog Content Physical Book Mobile Download SlideShares Influencer Blogs WebinarsPodcasts
  23. 23. MQL Turkey Slices (Non Gated) Lead Capture No Yes RevenueSales SDR Sales Qualified? BIG ROCK (Gated) Nurture No Yes
  24. 24. Impact Every Stage of the Journey • Generate Awareness • Increase Education • Influence Evaluation • Impact Proposal • Drive Purchase
  25. 25. Welcome To The Funnel! • Generate Awareness • Increase Education • Influence Evaluation • Impact Proposal • Drive Purchase
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