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CARLOS HIDALGOANNUITAS
Carlos HidalgoChief Executive OfficerTwitter: @cahidalgoEmail: Carloshidalgo@annuitas.comThe Use of Content in theMiddle o...
How Do You Utilize YourContent?
No Defined Lead-to-Revenue Process"Fewer	  than	  one-­‐fourth	  of	  [B2B	  organiza4ons]	  have	  defined	  a	  lead-­‐to...
Most Organizations Struggle With NurturingSource:	  	  Bulldog	  Solu<ons/Frost	  &	  Sullivan	  	  @cahidalgo	  
Lack	  of	  Demand	  Process	  =	  Mid-­‐Funnel	  Gap	  ‘Awareness’	  +	  automated	  lead	  gen	  Sales	  Ed.	  ?	  Engag...
Still a Big Gap Between Buyers & Sellers@cahidalgo	  
A Tactical Frame = OurGreatest Challenge
“Which Tactic” Is the Wrong Question“[M]arketers	  are	  juggling	  too	  many	  tac4cal	  balls.	  	  A	  full	  75%	  of...
Demand Generation = StrategicTaking a strategic (not a tactical)approach to Demand Generation@cahidalgo	  
Strategic Demand Generation is ……•  A perpetual process•  Engage, Nurture, Convert•  Prospects + customers•  Buying-proces...
What’s Really Going On?Source:	  	  Needles,	  Balancing	  the	  Demand	  Equa<on,	  2012.	  @cahidalgo	  
The Need to Meet the Buyer’sNeeds and Speak to Challenges
A Collaborative Approach to the BuyerOrganizations need toalign around theircustomer. It is morethan just marketing andsal...
Building Blocks forNurture Success
Nurture is Part of Demand Generation – Nota Separate ActivityEngageIR2	   IR3	   IR4	   IR5	   IR6	   IR7	   IR8	   IR9	  ...
Tying Together Top of Funnel to MidQUALIFIED	  ENGAGED	  ENGAGED	   QUALIFIED	  LEAD	  E-­‐CO	  1A:	  	  	  "Top	  Five	  ...
Manage to the Buyers Preference@cahidalgo	  
Content Geared To The Middle of the Funnel@cahidalgo	  
Closing Points•  Think Strategically for Demand Generation•  Align around the Buyer•  Make Nurture Part of your Perpetual ...
THANK YOUCarlos HidalgoEmail: Carloshidalgo@annuitas.comPhone: 719-966-7548Twitter:@cahidalgo
CONTENT MARKETINGBOOTCAMP BOSTONFIND MORE AT KAPOST.COM/RESOURCES
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The Use of Content in the Middle of the Funnel

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Presented by Carlos Hidalgo, CEO of ANNUITAS, during Content Marketing Bootcamp Boston. #contentcamp

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The Use of Content in the Middle of the Funnel

  1. 1. CARLOS HIDALGOANNUITAS
  2. 2. Carlos HidalgoChief Executive OfficerTwitter: @cahidalgoEmail: Carloshidalgo@annuitas.comThe Use of Content in theMiddle of the Funnel
  3. 3. How Do You Utilize YourContent?
  4. 4. No Defined Lead-to-Revenue Process"Fewer  than  one-­‐fourth  of  [B2B  organiza4ons]  have  defined  a  lead-­‐to-­‐revenue  management  process  that  their  marke+ng  and  sales  teams  follow.  Included  in  that  number  are  only  5%  who  claim  that  every  prospect  interac4on  is  orchestrated."  Source:    Forrester  (J.  Ernst),  “The  State  Of  B2B  Demand  Genera<on:  Disjointed,”  2011  @cahidalgo  
  5. 5. Most Organizations Struggle With NurturingSource:    Bulldog  Solu<ons/Frost  &  Sullivan    @cahidalgo  
  6. 6. Lack  of  Demand  Process  =  Mid-­‐Funnel  Gap  ‘Awareness’  +  automated  lead  gen  Sales  Ed.  ?  EngageNurtureConvert@cahidalgo  
  7. 7. Still a Big Gap Between Buyers & Sellers@cahidalgo  
  8. 8. A Tactical Frame = OurGreatest Challenge
  9. 9. “Which Tactic” Is the Wrong Question“[M]arketers  are  juggling  too  many  tac4cal  balls.    A  full  75%  of  respondents  reported  they  were  using  15  of  the  26  techniques  we  surveyed.”    “The  reported  use  of  tac+cs  was  consistent  across  various  company  sizes,  from  small-­‐to-­‐medium  businesses  (SMBs)  to  large  enterprises.”  Source:    Forrester,  “2012  Tech  Marke<ng  Planning  Guidance,”  December  2011.  @cahidalgo  
  10. 10. Demand Generation = StrategicTaking a strategic (not a tactical)approach to Demand Generation@cahidalgo  
  11. 11. Strategic Demand Generation is ……•  A perpetual process•  Engage, Nurture, Convert•  Prospects + customers•  Buying-process-driven•  Educate + qualify•  Marketing + sales activities•  Operationalize + optimize•  To drive sustainable revenue, CLV@cahidalgo  
  12. 12. What’s Really Going On?Source:    Needles,  Balancing  the  Demand  Equa<on,  2012.  @cahidalgo  
  13. 13. The Need to Meet the Buyer’sNeeds and Speak to Challenges
  14. 14. A Collaborative Approach to the BuyerOrganizations need toalign around theircustomer. It is morethan just marketing andsales – it is anorganizationalapproach to beingcustomer centricField  Sales  Buyer  Needs  &  Pain  Points  Partner/Channel  Customer  Service  Product  Mgmt/Mktg.  Inside  Sales  Customers  @cahidalgo  
  15. 15. Building Blocks forNurture Success
  16. 16. Nurture is Part of Demand Generation – Nota Separate ActivityEngageIR2   IR3   IR4   IR5   IR6   IR7   IR8   IR9  IR1  Buying ProcessNurture ConvertEngage targeted buyers –via both inbound andoutbound channels – indialogue via top-of-mindissues, interests and painpoints; capture them as a‘Nurture-able’ contact /Engaged lead; outboundEngagement often isperiodic; inboundEngagement is perpetual;improving performance ofEngagement is via bothtargeting and ContentOffer relevance andtuning.Continue dialogue –moving from top-of-mindissues, interests and painpoints to potential solutioncategories to specificofferings in thesecategories – progressivelyprofiling and scoring buyerthroughout; Nurturing isperpetual; improvingperformance of Nurturingis via optimization ofContent Offers, programlogic and scoring.Leverage profiling andscoring to escalate thedialogue at the right time –identifying and drivingpurchase behavior;improving performance ofConversion is via betteraligning upstream ‘signs’that are assessed viasegmentation and scoringwith specific purchasebehavior; Conversionrequires a combination ofautomated and liveinteractions.@cahidalgo  
  17. 17. Tying Together Top of Funnel to MidQUALIFIED  ENGAGED  ENGAGED   QUALIFIED  LEAD  E-­‐CO  1A:      "Top  Five  Opera+ng  Challenges  in  the    [X  Segment]  of  the  Industry"  E-­‐CO  1B:      “Industry  Performance  Benchmark  Study"  N-­‐CO  2.1.0:      "Common  Traits  of  High  Performing  Opera+ons"  E-­‐CO  1   N-­‐CO  2  E-­‐CO  1.1:      "Top  Five  Opera+ng  Challenges  in  the  Industry”  (Video  Summary)  N-­‐CO  2.2.0:      "ROI  Analysis  of  Making  Improvements  to  Cost"  N-­‐CO  2.2.1:  "Managing  Vendor  Rela+onships  to  Improve  Performance"  N-­‐CO  3.0:      "Client    Customer  Case  Study    N-­‐CO  3   N-­‐CO  4  N-­‐CO  2.2.2:      "User  Error  or  Product  Failure:  How  to  Know"  N-­‐CO  3.1:  "Client    Customer  Service  Difference  for  Precision"  N-­‐CO  4.0:    “  Challenge"  Offer  OR ORHOT  LEAD  WARM  LEAD  Note:    Response  to  any  of  N-­‐CO  2  content  offers  will  move  buyer  forward  to  N-­‐CO  3.  BUYING  TRIGGER  ROOT  CAUSE  ANALYSIS  CLIENT  SOLUTION  MOVE  TO  DEMO  N-­‐CO  2.1.1:      "Selec+ng  the  Right  Product  for  the  Right  Job"  N-­‐CO  2.1.2:      "Improving  the  Produc+vity  of  Your  Business"  N-­‐CO  3.2:        "Selec+ng  the  Right  Technology  Guide"  N-­‐CO  4.1:      "Client    30-­‐day  Demo"  ORINFLUENCE/COMMITTEE  DECISION  MAKER    @cahidalgo  
  18. 18. Manage to the Buyers Preference@cahidalgo  
  19. 19. Content Geared To The Middle of the Funnel@cahidalgo  
  20. 20. Closing Points•  Think Strategically for Demand Generation•  Align around the Buyer•  Make Nurture Part of your Perpetual DemandProgram and Strategy•  Constantly Optimize@cahidalgo  
  21. 21. THANK YOUCarlos HidalgoEmail: Carloshidalgo@annuitas.comPhone: 719-966-7548Twitter:@cahidalgo
  22. 22. CONTENT MARKETINGBOOTCAMP BOSTONFIND MORE AT KAPOST.COM/RESOURCES

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