From the B2B Content2Conversion Conference, with: -Stacy Gardner, Director, Marketing Programs, Bottomline Technologies -Julie Brewer, VP, Demand Generation, Bottomline Technologies

1. #C2C16
7 Proverbs to Fine Tune your Revenue
Marketing Engine Content Strategy
Julie Brewer, Stacy Gardner – Bottomline Technologies

2. About your speakers
Julie Brewer – Vice President, Demand Generation Bottomline Technologies
• 15+ years B2B tech marketing across demand generation and content marketing
• Held previous roles at Lilly Software, Infor Global Solutions, Sungard Availability Services
.
Stacy Gardner, Director, Marketing Programs, Bottomline Technologies
• 10+ years experience driving sales pipeline through integrated and creative marketing programs in tech
• Held previous roles at Bridgelogix, Infor Global Solutions, Sungard Availability Services
Together – we have won 14 awards
spanning… content, demand generation,
creative and digital, including –
3 Killer Content Awards!

3. Proverb #1
“Better to light a candle than curse the darkness”

4. Develop a comprehensive content map that connects content assets to stage of the
buyers journey they are most likely to impact in order to:
Leverage findings
to help identify potential gaps
we to fill
Repurpose/ reuse
in the development of additional
content offers we can leverage
in marketing programs
Direct priority content
initiatives
in support of planned inbound/
outbound demand gen campaigns
Assist in mapping
appropriate content to align
with product architecture
Provide a consolidated
asset library resource
that Tele-programs, Sales, and
other Customer facing teams can
access for use in their follow-up
Proverb #1: Better to light a candle than curse the darkness

5. Aprox. 265 total content
assets cross
~20% are “demand generating”
(we can reasonably require
registration to obtain)
• ex. white papers, webinars,
sponsored reports)
~20% are targeted at the “discovery
stage” where we seek to:
• engage prospects in a topic/ conversation
• loosen their status quo and get them
committed to the idea of change
• The remaining ~80% are very technical
5
Content Map Assessment - Example

6. Proverb #2
“One size fits all doesn’t cut the mustard”

7. Core elements to creating compelling content –
• Subject Matter Experts
– Internal
• Ex. Product, Sales, Implementation, Support
– External
• Ex. Research Analysts, Consultants, Industry/ Subject Matter Thought Leaders &
Influencers
• Content and Creative Development
– Topic ideations, creative brainstorming, campaign design, writing, design
Recommended approach:
1. Bucketize list of project types & needs
2. Research candidates, conduct capabilities presentations
3. Select top picks across categories, establish & run pilots
4. Develop your short list of approved partners in excellence across categories
“One size fits all doesn’t cut the mustard”

8. Proverb #3
“Leave no stone unturned”

9. Core questions:
• Background/Objective?
• Problem/pain point we are solving for?
• Goal of campaign?
• Results we need to deliver?
• Audience?
• What do we want audience to believe?
• Stage of buy cycle?
• What is the essential message?
Asset development brief

10. Proverb #4
“Can’t judge a book by its cover”

11. • Develop content that seeks to…
– Cut through the noise
– Trigger emotion
– Take the intended reader on a journey
– Connects with audience in unique and varying ways
But that’s not enough!
• Even the best content runs the risk of going unnoticed without the right
“wrapper”
– Compelling titles that answer the what & why
– Use visuals to help guide the story
– Optimize core collateral templates around the objective of each piece
– Where appropriate, leverage creative themes that draw readers in
“Can’t judge a book by its cover”

12. • More than 65,000 opens
across series of 3 emails
• 73% first-time responders
• 4,000+ clicks
• 122% higher click-thru rate
(CTR) than average
• 100% higher click-to-open
(CTO) rate than average
Case Study – Drive brand awareness at scale

13. • Soft call to action – visit
website
• Email campaign generated
click-thru rates (CTR) that
were more than 450%
higher than average
• Drove ~4,000 unique visits
to the new website within the
1st 48 hours
Case Study – Drive engagement with new brand identity

14. Case Study – Leverage creative to increase CTA engagement
• 122% more
downloads
• Click-thru rate
increased by 80%
• Click-to-open
increased by 122%
Email 1 Email 2

15. Case study – Drive demand with thought-leadership
• Within days of sending, media partner
reported back the following impressive
results indicating a high degree of
engagement with their readership:
• Opens: 1,476
• Total Clicks: 708
• Click-to-open: 48%!!
• According to industry benchmarks for
click-to-open rates, this co-sponsored
email beat the top quartile by 68%

16. Proverb #5
“Though the path is long, it need not be narrow”

17. Email
Campaign
Digital
Offering
3rd party
sponsored
POV
3rd party
content
syndication
program
Follow up
asset in
customer
webinars
Social
share – 5-
part LI
series
Factoids for
sales
enablement
Sales
enablement
email
1 asset , multiple
channels of use
Proverb #4: Though the path is long, it need not be narrow

18. Proverb #6
“No need to reinvent the wheel”

19. • There are a finite # of topics that uniquely map back to your core
value prop(s)
– If they are of interest to your customers, chances are your competitors
are talking about them too
• Find topics that are resonating with key audiences and trial…
– Long vs. short form content
– Text intensive vs. highly visual/ scan able
– Different media types – video, webinars, blogs, Slideshares, etc.
“No need to reinvent the wheel”
Repurpose, reuse, recycle!

20. Case Study – Turn short form content into additional assets

21. Case Study – Repurpose/ reuse

22. Proverb #7
“Convert the non-believers”

23. Content Impact: What does this mean for the business?
23
Content & Thought
Leadership
Qualification via
Tele
Inbound
Inquiries
Contribution to
Pipeline
Marketing Programs drives
awareness & demand via
inbound & outbound
campaigns
Inquiries are passed to Tele
or Sales for follow-up
Inquiries remain in continuous
nurture cycle by Marketing
Programs until Opportunity
reached
Cycle starts again…
73%
Conversion rate from
Marketing programs
vs. 3% conversion
rate from cold
65+
Number of assets created
in Q2
8,455
Inquiries in Q2
globally
74%
Accepted opportunity
rate

24. Total Pipeline TCV 2/10/2016 LAST REPORT +/- 1/10/2016 – NEW SINCE Quarter-to-date YTD
Total Marketing Pipeline $$$$$$ +/-
Total Marketing Generated Opps 78 +/-
Total Marketing Programs Pipeline - TCV $$$$$$$ +/-
Opportunity Count 75 +/-
Opportunity Count with Pipeline 36 +/-
Marketing Programs Pipeline $$$$$$ +/-
Product Line A $$$$$$ +/-
Product Line B $$$$$$ +/-
Influence rate
Customers %% +/-
Prospects %% +/-
Leadership Dashboard

25. 1. “Better to light a candle than curse the darkness”
ü Conduct a thorough audit to identify gaps and create your map
2. “One size fits all doesn’t cut the mustard”
ü When it comes to subject matter expertise, writing style, tone, and design… sometimes you have to kiss a lot
of frogs to find your prince
3. “Leave no stone unturned”
ü Don’t underestimate the importance of the details leading up to, during, and post kick-off
4. “Can’t judge a book by its cover”
ü Who said? When it comes to content marketing, “packaging” matters
5. Though the pathis long, it need notbe narrow”
ü Leverage multiple channels across digital and social to amplify key messages and drive wider engagement
6. “No need to reinvent the wheel”
ü Repackage, reuse, recycle!
7. “Convert the non-believers”
ü When all is said and done, the results will speak for themselves
Summary
Content marketing… it’s a journey, not a destination!

26. Thank You!
Learn More Online:
http://www.bottomline.com
For more information,
please contact:

27. Questions?

28. #C2C16