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Re-Engage the Dead With Killer Content Experiences

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You spend a lot of time building your lead generation programs and feeding those leads with irresistible brain food, from top-of-the-funnel blog posts to middle-of-the-funnel webinars. Then you’ve got your sales team working those phones trying to close these high-ticket deals. But sometimes, along the way, some of these leads become disengaged and opportunities are lost.

It’s going to take the same amount of DEADication—and a killer content experience—to breathe life back into your dead leads and opportunities.

We rallied a powerful trio of zombie experts at Uberflip, LeadMD, and Bizible for this webinar to spew out some bloody-good advice on getting your dead leads to crawl out of the ground and fuel your pipeline.

Published in: Marketing
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Re-Engage the Dead With Killer Content Experiences

  1. 1. Re-Engage the Dead With Killer Content Experiences ZOMBIE HUNTERS Brandi Smith VP Demand Generation Marketing, Uberflip Jordan Con Head of Product Marketing, Bizible Andrea Lechner-Becker Chief Marketing Officer, LeadMD
  2. 2. Zombies, heads up! Recording + Slides will be emailed to you. So, sit back, relax and join the conversation. #conexcast @Uberflip
  3. 3. Zombies, heads up! Recording + Slides will be emailed to you.
  4. 4. Zombies, heads up! Recording + Slides will be emailed to you.
  5. 5. Post Webinar Exercise! Filter your inbox by “unread emails”
  6. 6. This is what my, mostly unread, email inbox looks like.
  7. 7. This is what my, targeted ad experiences looks like.
  8. 8. So. Much. Disconnect. No consistent experience. It’s time we wake the dead with a killer content experience.
  9. 9. What does this mean for marketers?
  10. 10. The Diagnosis Part 1: UNDERSTAND IMPACT What is the impact of dead leads? Lost Revenue Reduced Marketing ROI Fuzzy Metrics
  11. 11. The Diagnosis Part 2: EVALUATE SYMPTOMS How do you determine who you revive?
  12. 12. The Treatment: ENGAGE WITH CONTENT 5 Step Guide to Revive your Zombie List with Content
  13. 13. 1. Using the qualifiers of your symptoms analysis, build an audience of disengaged leads in your MAP
  14. 14. 2. Find your best- performing content to be a part of your re-engagement campaign.
  15. 15. ABM Sales Enablement Inbound Demand Generation Driven By Content 3. Map out an integrated content campaign and ensure you’re leveraging more than one marketing tactic.
  16. 16. 4. Create an experience that captures their attention. BE STAND-OUT AND BOLD.
  17. 17. Demand Generation
  18. 18. OR THEY WILL HAUNT YOU Involve your sales team in your re-engagement campaigns. Think outside of your subscribers. Let’s be more strategic.
  19. 19. ABM
  20. 20. Sales Enablement
  21. 21. 5. Evaluate and measure attribution before you get bitten again
  22. 22. Don’t Get Bitten: Diagnose, Measure, Optimize!
  23. 23. 27© 2017 Bizible, Inc.MARKETING PLATFORM 27© 2017 Bizible, Inc. Measure to Diagnose
  24. 24. 28© 2017 Bizible, Inc.MARKETING PLATFORM 28© 2017 Bizible, Inc. 1 4 What channels are leading to dead prospects Where are prospects dying? 2 3 What content is leading to dead prospects What personas are more likely to die? What stage are they dying in?
  25. 25. 29© 2017 Bizible, Inc.MARKETING PLATFORM 29© 2017 Bizible, Inc. 1 Comprehensive — collects data across all channels and content Effective B2B Marketing Measurement Is... 2 Full funnel — ties marketing efforts at every stage to revenue
  26. 26. 30© 2017 Bizible, Inc.MARKETING PLATFORM 30© 2017 Bizible, Inc. Comprehensive Behavioral Data Ad Network API Connections Marketing Automation Sales Activity CRM Campaigns UTMs Web Metrics (Bounce rates, pageviews) Ad Metrics (CTR, CPC, CPM) Email Metrics (Open rate, click rate) Sales Metrics (Dials, emails sent) Campaign Metrics (Responses, leads) PROBLEM: DECENTRALIZED DATA
  27. 27. 31© 2017 Bizible, Inc.MARKETING PLATFORM 31© 2017 Bizible, Inc. Comprehensive Attribution Behavioral Data Ad Network API Connections Marketing Automation Sales Activity CRM Campaigns UTMs SOLUTION: UNIFIED, NORMALIZED DATA
  28. 28. 32© 2017 Bizible, Inc.MARKETING PLATFORM 32© 2017 Bizible, Inc. Demo Opportunity Creation SQL Lead Creation Deal/ Revenue Anonymous First Touch Full-Funnel Measurement
  29. 29. 33© 2017 Bizible, Inc.MARKETING PLATFORM 33© 2017 Bizible, Inc. 1 Comprehensive — collects data across all channels Effective B2B Marketing Measurement Is... 2 3 Full funnel — ties marketing efforts at every stage to revenue Actionable — enables marketers to take valuable action
  30. 30. 34© 2017 Bizible, Inc.MARKETING PLATFORM 34© 2017 Bizible, Inc. Measure to Optimize
  31. 31. 35© 2017 Bizible, Inc.MARKETING PLATFORM 35© 2017 Bizible, Inc. MEASURE PLAN Measurement feeds planning & execution Optimize ENGAGE
  32. 32. 36© 2017 Bizible, Inc.MARKETING PLATFORM 36© 2017 Bizible, Inc. What dashboards and reports should we use? Pipeline & Revenue Metrics ● What efforts are driving real value? ● Focus on quality over quantity
  33. 33. 37© 2017 Bizible, Inc.MARKETING PLATFORM 37© 2017 Bizible, Inc. What dashboards and reports should we use? Pipeline & Revenue Metrics ● What content, channels, and campaigns are driving real value?
  34. 34. 38© 2017 Bizible, Inc.MARKETING PLATFORM 38© 2017 Bizible, Inc. What dashboards and reports should we use? Stage Velocity Metrics ● Where are prospects getting stuck? ● What channels are the slowest? ● Am we trending in the right direction?
  35. 35. 39© 2017 Bizible, Inc.MARKETING PLATFORM 39© 2017 Bizible, Inc. What dashboards and reports should we use? Other Re-Engagement Metrics ● Re-engagement campaign success rates ● Boomerang Stages ● Closed-Lost Analysis
  36. 36. STAYING ALIVE WHILE PLAYING WITH THE DEAD
  37. 37. • But dude, I already have a full-time job, how do you expect me to create all these new campaigns? Good question… Managing the Process • Track your results! • BE BETTER THAN YESTERDAY
  38. 38. Automate the Entire Process
  39. 39. It’s show and tell time!
  40. 40. Q & A
  41. 41. Resources Download Now: uberflip.com/CE Brandi Smith VP, Demand Generation Marketing Uberflip Content Experience Framework linkedin.com/in/brandismith1 Jordan Con Head of Product Marketing Bizible Download Now: Bit.ly/2qhGfra linkedin.com/in/jordanmcon/ Andrea Chief Marketing Officer LeadMD Resources: leadmd.com/best-practices linkedin.com/in/andreaelbee/
  42. 42. THANKS

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