B2B ROI Content Marketing by Virginia Sharma
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Presentation on B2B ROI Content Marketing by Virginia Sharma, Director, Marketing Solutions, India - LinkedIn at DMAiCMC Masterclass
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B2B ROI Content Marketing by Virginia Sharma
- 1. B2B Content Marketing Success by Reversing the Funnel Virginia Sharma Director, Linkedin Marketing Solutions
- 2. Driving Traffic to your website Traditional B2B Marketing email Nurture through Marketing Automation Form fills Tele – calling Typical marketing program budget line items: Events: 50% (includes Account Based Marketing) Telemarketing: 20% Search/Display: 20% Content/Collateral: 10% Marketing Qualified Leads via CRM to Sales
- 3. Pro Tip: Everything is Content Marketing: Search, social, events, email, telemarketing. Measure cost per lead across all online an offline channels vs. within digital media only
- 5. Pro Tip: A SCALABLE and AGILE content strategy is essential to lead generation and nurturing campaigns so that you can stage content interventions.
- 6. “I don’t get any good leads from marketing”
- 7. Behind the Scenes 50% Form Completion Rate 40,000 visitors to website 800 Form Fills 200 Calls 20 MQLs 7 SQOs $0 Win Rev Web/CRM Metrics • 10% conversion of visitors to form fills • 25% calls by Lead Dev Reps • 10% converted to leads and passed to field From Agency/Publisher • 2x monthly target of 20,000 (240,000 annual) • 2% CTR – double industry average 80% Bounce Rate 25% called by LDR within SLA 50% MQLs not from field accounts 0% Win Rate Measuring Performance Demonstrating ROI
- 9. Modi’s Content and Maturity Models: B2B Application Steps Spray and Pray (year 1) Data Driven (Year 2-3) 1. Business Problem We are increase marketshare in Japan in the BPM Category We need to stop losing to Tibco in Japan 2. Marketing Goals Use the BPM Suite Launch to generate excitement and attract new customers Increase our BPM win rates in Japan by at least 20% to achieve growth targets 3. Create Content A video to support the product launch and then drive to a launch microsite/webinar Industry analyst report that positions us as a leading player in the BPM space 4. Content Objective Customer Acquisition – webinar attendees, sales leads Influencer Marketing – both to and through
- 10. • Jan 2009 (Year 1) • Dec 2011 (Year 3) ROI of Influencer Marketing
- 11. Pro Tip: This is a journey. Measure your efforts regardless of how mature your organization is. Use this data to improve not to judge success or failure.
- 12. Thank you!
Editor's Notes
- Step 1: Business Problem Initial We are increase marketshare in Japan in the BPM Category Revised: We need to stop losing to Tibco in Japan Step 2: Marketing Goals Initial: We should use the BPM Suite Launch to generate excitement and attract new customers Revised: We need to increase our BPM win rates in Japan by at least 20% to achieve growth targets Step 3: Create Content Initial: We should use video to support the product launch and then drive to a launch microsite/webinar Revised: We need to use a industry analyst report that positions us as a leading player in the BPM space (Software Category is High Involvement/Online Purchase Channel = Learn and Buy Content) Step 4: What is the Content Supposed to Achieve? Initial: Generate attendees for the webinar and pass leads to sales. Revised: Convert Interest to Desire/Action ie Win Rates Accelerate/progress the pipeline using the Gartner Magic Quadrant