Trying to connect the dots between Content Marketing and Marketing Automation? Join DemandGen for another exploration of B2B Marketing Automation best practice. This webcast will be looking at the relationship between Content Marketing and Marketing Automation. We’ve put together another panel of smart b2b practitioners. This month’s insights are provided by Doug Kessler of Velocity Partners, author of The B2B Content Marketing Workbook and Bob Apollo, founder of Inflexion-Point, B2B Sales and Marketing Performance Improvement specialists. We’ll be taking a closer look at the relationship between Marketing Automation and Content Marketing: - Rules of thought leadership - Aligning content to the buying cycle - Best practices: Building an integrated content marketing strategy with Marketing Automation tools - B2B content marketing examples and successes - Measuring the results

1. DemandGen EMEA: Marketing Automation Webcast#4
Expert Panel: Content Marketing and Marketing Automation
John Sweeney - DemandGen
Doug Kessler – Velocity Partners
Bob Apollo – Inflexion-Point
September 15th 2011/ 1PM EST/ 2PM CET

2. B2B Content for Marketing Automation
• Rules of Thought Leadership
• Aligning content to the buying cycle
• Best practices: Building an integrated content
marketing strategy with Marketing Automation tools
• B2B content marketing examples and successes
• Measuring the results

3. Who are DemandGen?
#363 in Inc. Magazines 30th (2011) Annual “Fastest Growing Private Companies”
John Sweeney
Customer Success Director
DemandGen UK
• John.sweeney@demandgen.com
• +44 207 096 1835
Locations
• www.demandgen.co.uk EMEA
North America
• L B2B Marketing Automation UK Asia

4. Today’s Guests
Bob Apollo Doug Kessler
Founder Creative Director
Inflexion-Point Strategy Partners Velocity Partners
www.inflexion-point.com www.velocitypartners.co.uk
bob@inflexion-point.com doug@velocitypartners.co.uk
+44 7802 313300 +44 (0)208 940 4099

5. Traditional Outbound Marketing is
Broken

6. Let’s Go!
The “buying process” begins long
before a sales person contacts a
prospect!”
Blog-Articles
Podcasts
Videos
Presentations
eBooks
Whitepaper
Groups

7. Listeners Poll
Q1: Has your company deployed a Marketing Automation Platform?
(e.g. Eloqua/Hubspot/Marketo/Siverpop/Pardot/Other)
A Yes - over 1 year ago
B Yes - less than 1 year
C No - but we're thinking about (within 1 year)
D No – No plans to Automate
E What is a Marketing Automation Platform?/Don't Know

8. Today’s Order – 50 minutes
Content Marketing for Marketing Automation
Before You Start Do it! Measure it! Questions
“Building Foundations “b2b Manifesto Case “What happens next?”
For Your Content” Study”

9. Content Marketing for
Marketing Automation:
Who is this Content For?
and what Bob Apollo
Inflexion-Point Strategy Partners
9

10. • B2B Focus
• New Business
• Considered Purchases
• Lengthy Buying Processes
• Multiple Stakeholders
• Risk of “No Decision”
10

11. If you try to write for
everyone…
you’ll end up
appealing to no-one
11

12. Identify
With Your
Audience…
12

13. ORGANISATIONS
TIMING ROLES
ISSUES
13

14. Go Beyond Company Demographics...
Geography
Industry
Size
IDEAL
PROSPECT
PROFILE
Structural
Behavioural
Environmental
14

15. Target Key Stakeholders...
Titles Goals
BUYER
PERSONA
Roles Motivations
Responsibilities Concerns
15

16. Trends, Issues and Trigger Events...
What’s Happening in their Markets?
Legislation / Regulation
New Technologies
New Competitors
What’s Happening in their Companies?
New Management
New Strategies
New Challenges
What’s Likely to
Grab their Attention?
16

17. Evolving Priorities Through the Buying Cycle
NEEDS RISK
SOLUTION SOLUTION
RISK NEEDS
INACTIVE RECOGNISING EXPLORING EVALUATING SELECTING APPROVING
BUYING DECISION PROCESS
17

18. What
Next?
18

19. If you don’t know where you hope
to lead your reader…
they’ll end up
somewhere else
With a tip of the hat to Yogi Berra
19

20. What do you want your reader to do as a
result of consuming your content?
How can you make it as easy as possible
for them to do it?
20

21. Intentionally Creating Great Content:
Listening to the Voices of Your Customers
What’s important How and why do
to them? they choose to buy?
What causes them Who do they turn
to start searching to for advice?
for solutions?
Don’t Guess - Ask and Observe!
21

22. Identify With Your Audience
Understand Their Issues
Talk to Their Priorities
Start With The End in Mind
Match Content to Decision Process
Make it Easy to Take the Next Step...
22

23. Today’s Agenda – 50 minutes
Before You Start Do it! Measure it! Questions
“Building Foundations “b2b Manifesto Case “What happens next?”
For Your Content” Study”

24. 12 Lessons from Manifesto 70.png

25. 12 Lessons from Manifesto 71.png

26. 12 Lessons from Manifesto 72.png

27. 12 Lessons from Manifesto 73.png

28. 12 Lessons from Manifesto 74.png

29. 12 Lessons from Manifesto 75.png

30. 12 Lessons from Manifesto 76.png

31. 12 Lessons from Manifesto 77.png

32. 12 Lessons from Manifesto 78.png

33. 12 Lessons from Manifesto 79.png

34. 12 Lessons from Manifesto 80.png

35. 12 Lessons from Manifesto 81.png

36. 12 Lessons from Manifesto 82.png

37. 12 Lessons from Manifesto 83.png

38. 12 Lessons from Manifesto 85.png

39. 12 Lessons from Manifesto 86.png

40. 12 Lessons from Manifesto 87.png

41. 12 Lessons from Manifesto 88.png

42. 12 Lessons from Manifesto 89.png

43. Today’s Agenda – 50 minutes
Before You Start Do it! Measure it! Questions
“Building Foundations “b2b Manifesto Case “What happens next?”
For Your Content” Study”

44. Content Marketing for Marketing Automation
1. Deploy MA Platform
Inquiries
2. Drive Prospects & Customers
Nurture
To Content/Landing Pages/Forms Marketing
Qualified
Leads (MQL)
Marketing
Hands-Off Sales
Accepted
Leads (SAL)
Nurture / Qualify Sales
Qualified
Leads (SQL)
Nurture / Close
Closed
Won

45. Measuring Results
Content Performance 2. Marketing Automation Dashboards
• Best Assets
• Best Sources
• Lead Generated
• Revenue Generated
1. Lead Nurturing/Inbound Marketing

46. Today’s Agenda – 50 minutes
Before You Start Do it! Measure it! Questions
“Building Foundations “b2b Manifesto Case “What happens next?”
For Your Content” Study”

47. Where to Find Us? - Online & Live
Bob Apollo Doug Kessler John Sweeney FUNNEL
bob@inflexion-point.com doug@velocitypartners.co.uk John.sweeney@demandgen.
com
+44 (0) 207 096 1835 1ST November 2011
+44 (0)7802 313300 +44 (0)208 940 4031
London
Down load Id eal Down load B2B
Prosp ect Profile an d Man ifesto/
Bu y er Person a Con ten t Marketin g Group: B2B Marketing
temp lates from Workb ook Automation Guide UK
www.in fl ex ion -
p oin t.com/te mp l at e s www.vel oc ity p a rtn er s .co . www.demandgen.com
u k/