Building a Content Marketing Engine to Accelerate Revenue Growth - BreakingPoint


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Building a Content Marketing Engine to Accelerate Revenue Growth

Learn how BreakingPoint drove triple digit revenue during the "great recession" by creating a content marketing engine. Pam O'Neal will discuss the "not so obvious" roles content plays in accelerating demand generation and how to develop the right content marketing strategy, trigger buyer pressure points and continue to fuel your engine.

* Pam O'Neal, VP Marketing, BreakingPoint (@poneal)

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  • Awareness – Link bait, viral, WOM, - when was the last time a customer enthusiastically shared your web page? Leverage killer content to entice others to carry your message. Interest – Curiosity – trigger pain of knowledge gap to interest in topic – move to engaged. Engagement – don’t just publish, always be thinking about engaging – capturing a link to re-engage in the future. Use credibility of your content-based approach to convince them to engage. Education – Use content to bang the thought leadership drum. Have you demonstrated a commitment to educating your buyer ? Preference – credibility, have others recommended your content, interviewed or blogged about you. Purchase – you’ve set the requirements bar for yourself, established credibility and a commitment to the user, now show the ROI and the deal is done. Loyalty – customer advocacy – WOM – not a function of gifts and praise, but of making the customer an expert at his/her job, hero. Do this by educating and empowering. Chase Paymentech – 2 week deal -
  • Mine for opportunities Google Alerts, RSS Feeds LinkedIn, Forums BuzzStream, Workstreamer Radian6, Mbuzz, etc. Analyze keywords Monitor web traffic Identify, prioritize and create content for buyer needs, issues Monitor priority sites and conversations
  • Your Hub – Blog Plus Social Presence Conversion Cultivate Pull with targeted, provocative content Pull with SEO, viral content Push with email, partners Capture with conversion strategy Sustain
  • Great Content
  • SEO strategy Optimize infographics Viral: Educational Sales: Product specific Slide presentations Video
  • B2B buyers want content that “educates”. They want content specific to their jobs and industry.
  • Building a Content Marketing Engine to Accelerate Revenue Growth - BreakingPoint

    1. 1. <ul><li>Online Marketing Summit </li></ul><ul><li>AUSTIN | JULY 21, 2010 </li></ul><ul><li>Case Study: How BreakingPoint Built a Content Marketing Engine to Accelerate Revenue Growth </li></ul><ul><li>Pam O’Neal Vice President of Marketing BreakingPoint Systems, Inc. </li></ul><ul><li>@poneal </li></ul>
    2. 2. <ul><li>Content and relationships </li></ul><ul><li>Accelerating the pipeline </li></ul><ul><li>Not so unique challenges </li></ul><ul><li>Content marketing engine </li></ul><ul><li>Putting it together to fuel revenue </li></ul>Crédito de la foto: Vacuum3d
    3. 3. <ul><li>95% of recent purchasers said the solution provider they chose “ provided them with ample content to help navigate through each stage of the buying process.” </li></ul>Buyers only find relevant content 42% of the time. Source: IDG Communications Lack of relevant content as perceived by buyers is responsible for reducing the vendor's chance of closing the sale by 45% . Source: DemandGen and - Inside the Mind of the B2B Buyer
    4. 6. <ul><ul><li>Brand awareness </li></ul></ul><ul><ul><li>Initial demand </li></ul></ul><ul><ul><li>References/credibility </li></ul></ul><ul><li>Key Tactics </li></ul><ul><ul><ul><li>Manifesto </li></ul></ul></ul><ul><ul><ul><li>Methodologies </li></ul></ul></ul><ul><ul><ul><li>Blog, new media buzz </li></ul></ul></ul><ul><ul><ul><li>SEO </li></ul></ul></ul><ul><ul><ul><li>Relationship building </li></ul></ul></ul><ul><ul><ul><li>Testing & monitoring </li></ul></ul></ul><ul><li>Reputation </li></ul><ul><li>Influence purchase </li></ul><ul><li>Key Tactics </li></ul><ul><ul><li>Thought leadership </li></ul></ul><ul><ul><li>Partner programs </li></ul></ul><ul><ul><li>Targeted content </li></ul></ul><ul><ul><li>Webcasts </li></ul></ul><ul><ul><li>Presentations </li></ul></ul><ul><ul><li>SEO expansion </li></ul></ul><ul><ul><li>Conversion optimization </li></ul></ul><ul><li>Core market </li></ul><ul><li>New markets </li></ul><ul><li>Customer loyalty </li></ul><ul><li>Key Tactics </li></ul><ul><ul><li>Content marketing </li></ul></ul><ul><ul><li>Advocacy programs </li></ul></ul><ul><ul><li>Segment & role-based content tracks </li></ul></ul><ul><ul><li>Webcasts </li></ul></ul><ul><ul><li>Exhibits & presentations </li></ul></ul><ul><ul><li>Rich media SEO </li></ul></ul>
    5. 7. Give the market …… a way to find you …… . a reason to talk about you …… . and make it easy for them to do it
    6. 8. <ul><li>Mine for opportunities </li></ul><ul><li>Analyze keywords </li></ul><ul><li>Define your focus </li></ul><ul><li>Monitor traffic and topics </li></ul><ul><li>Target content for buyer needs </li></ul><ul><li>Participate and evolve </li></ul><ul><li>Shape the conversation </li></ul>
    7. 9. Obsess
    8. 11. Source: TechTarget 2009 Media Consumption Report: Mindset of the IT Pro During the Recession
    9. 12. Create, Curate, Share Variables Considerations Target buyer Who is this for? Stage in buying cycle Where are they in the cycle? Topic What are the buyer’s concerns? Key message How can we address these concerns? Content source Who can provide information – employees, partners, customers, analysts? Call to action What do we want the prospect to do next? Remarkable traits What will make this worth sharing?
    10. 13. Info- graphics Webcasts Blog Posts Articles Slide Share Tutorial Screen-cast White Paper
    11. 14. <ul><ul><ul><li>Monitor conversation </li></ul></ul></ul><ul><ul><ul><li>Track keywords </li></ul></ul></ul><ul><ul><ul><li>Focus on relevant and popular topics </li></ul></ul></ul><ul><ul><ul><li>Address buyer needs, issues </li></ul></ul></ul><ul><ul><ul><li>Prioritize content by effort </li></ul></ul></ul><ul><ul><ul><li>Test and invest </li></ul></ul></ul>
    12. 16. Content Aggregation Content Distribution
    13. 17. Use Case Targeted Sales Presentations Membership in BreakingPont Group and Other Key Groups Monthly Webcast Promotions Key Messages and Thought Leadership Content
    14. 18. . . . .
    15. 19. LAUNCH LEADERSHIP Popular Content/Low Relevance +/- More Relevant Content +/- Content Testing *Leads
    16. 20. Case in Point: Chase
    17. 21. Pam O’Neal Vice President of Marketing BreakingPoint Systems Connect: Follow: @poneal Contact: [email_address]