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Content marketing nyenrode - v02 charles- shimon

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This document discusses content marketing strategies and how building marketing assets over time helped Hubspot grow significantly between 2007-2013. It provides examples of the types of content Hubspot created, such as blog articles, videos, and ebooks. It also discusses how using buyer personas can help create more effective marketing messages and engagement. The document advocates that marketers should focus on being customer-obsessed and adapting to changing consumer behaviors to succeed. It also stresses the importance of consistency and continuity in content marketing.

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Shimon Ben Ayoun! Managing Partner! spotONvision! ! July 1st 2014! #b2bnl   Content Marketing & Digital Connections !
Shimon Ben Ayoun! Co-­‐Founder  &  Managing  Partner  
MIKE VOLPE CMO HUBSPOT
Challenges Q1- 2007! •  10 beta customers! •  2-3 leads per day! •  5 people in company! •  Small seed investment by founder!
Build Marketing Assets! •  Blog! •  Free Tools! •  Podcast! •  Videos! •  Photos! •  Presentations! •  eBooks!
Case Study: HubSpot Blog! •  Top 3 source of leads! •  ~10% visit company website! •  ~10-20% lead conversion rate!
Building Marketing Assets(2013)! •  1,600  blog  ar,cles,  4.8M  views   •  260  presenta,ons,  993K  views   •  200  YouTube  videos,  586K  views   •  150  podcast  episodes,  160K  views   •  100  webinars,  125K  views  
Status in 2013! Marketing that generated growth & Love! 1   2   3   Revenues 2013: $77.6 million! #Customers: 11,000 +! #Employees: 750!
What  is  Content  Marke,ng?  
Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action. ! ! Source: Joe Pulizzi!
The Age of the Empowered Customer! Does 60% of the buyer journey without contacting sales!
Buyer Personas
 Know your customer!
Only marketers who are customer-obsessed and adapt to consumers’ changing behaviors in real time will succeed. Forrester Research
Results of using Buyer Personas! •  Change misconceptions about buyer segments! •  Effective marketing messages and programs! •  Better engagement! •  Insight in how to nurture your buyer! •  Better marketing ROI !
Buyer Persona A! Stages! Question from buyer! Suitable Content! ! awareness! trigger! 1.  Article/Blog! 2.  Video! 3.  Paid media! research! 1.  Webinar! 2.  Email news! consideration! assess! 1.  Whitepaper! 2.  eBook! 3.  Master Class! 4.  Round Table! negotiate! 1.  ROI calculator/ Quick scan! 2.  Demo! 3.  Testimonial! decision! purchase! 1.  Face-to-face event! Figure out what content triggers! Content Mapping!
Content creation criteria! After the mapping, before you create your calendar, please check: ! ! •  Is it really relevant to your buyer?! •  Is it unique?! •  Does it add value?! •  Does it make sense for you to produce? Is it in your domain?! •  Can you actually create it easily?!
Survey results online ! Interview with one of the authors! Press release! Summary of the results! Blog post about the survey in general! 1 article per chapter! Webinar about the survey! The long life of a Survey!
3  out  of  4  CEOs  want  marketers  to   become  100%  ROI-­‐focused  
Less than 1 in 3 companies properly calculate marketing ROI*!
Revenue Performance Indicators Value Reach Conversion Velocity Return
REVENUE IMPACT REPORT! NUMBER OF LEADS & OPPORTUNITIES GENERATED! Analysis!
Analysis!
MEET ERNA!(based on a true story)!  
Digital Body Language! Engagement fit! •  Interested in Content Marketing (found us via google)! •  Funnel Stage – Awareness! •  Main message – You can reach more with content!   Profile fit! •  Segment marketing manager! •  Large Insurance company! •  Large marketing teams!  
v Eloqua Best Practices: The Revenue Lifecycle™ Communication Effectiveness Batch and Blast Product-Driven Segment Customer-Driven One to One Behavior-Driven Right-Time Right-Message True Personalization Forrester Research “Campaigns that target based on Website user click- stream data outperform untargeted broadcast campaigns by nearly 4 to 1.” Marketing Sherpa “Segmented lists yielded an 11.7% CTR v. un- segmented lists of same size yielding only a 0.6% CTR. Aberdeen Group Best-in-class lead scoring programs increase pipeline thickness by 27% v. the average of 12%.
Lead Nurturing! Search Google! •  Found spotONvision eBook and visited relevant webpages! Attended the webinar! •  Follow-up afterwards! Sent eBook Follow-up! •  An invitation for a webinar! Registered for the webinar! •  Sent all details and agenda appointment! 2 Weeks!
SO, WHAT’S NEXT?!
START WITH THE BASICS! GET TO KNOW YOUR BUYER AND HIS/HER BUYER JOURNEY FIRST!
CONTENT IS THE NEW CURRENCY! BUT HAVING QUALITY CONTENT IS ESSENTIAL FOR B2B ENGAGEMENT & CONNECTIONS!
DON’T INVEST IF YOU PLAN TO DO IT ONCE! Content Marketing requires consistency and continuity!
Some  Examples  
B2B Marketing Forum!
The Buyer! Content Marketing! Lead Management! Marketing Automation! spotONservices! Want to know more? Or need help?! shimon@spotonvision.com! Helping in transforming marketing from cost-center to revenue generator!!
Thank You!! ! Shimon Ben Ayoun! @shimonbenayoun!

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Content marketing nyenrode - v02 charles- shimon

  • 1. Shimon Ben Ayoun! Managing Partner! spotONvision! ! July 1st 2014! #b2bnl   Content Marketing & Digital Connections !
  • 2. Shimon Ben Ayoun! Co-­‐Founder  &  Managing  Partner  
  • 3. MIKE VOLPE CMO HUBSPOT
  • 4. Challenges Q1- 2007! •  10 beta customers! •  2-3 leads per day! •  5 people in company! •  Small seed investment by founder!
  • 5. Build Marketing Assets! •  Blog! •  Free Tools! •  Podcast! •  Videos! •  Photos! •  Presentations! •  eBooks!
  • 6. Case Study: HubSpot Blog! •  Top 3 source of leads! •  ~10% visit company website! •  ~10-20% lead conversion rate!
  • 7. Building Marketing Assets(2013)! •  1,600  blog  ar,cles,  4.8M  views   •  260  presenta,ons,  993K  views   •  200  YouTube  videos,  586K  views   •  150  podcast  episodes,  160K  views   •  100  webinars,  125K  views  
  • 8. Status in 2013! Marketing that generated growth & Love! 1   2   3   Revenues 2013: $77.6 million! #Customers: 11,000 +! #Employees: 750!
  • 9.
  • 10. What  is  Content  Marke,ng?  
  • 11. Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action. ! ! Source: Joe Pulizzi!
  • 12. The Age of the Empowered Customer! Does 60% of the buyer journey without contacting sales!
  • 13.
  • 14.
  • 16. Only marketers who are customer-obsessed and adapt to consumers’ changing behaviors in real time will succeed. Forrester Research
  • 17. Results of using Buyer Personas! •  Change misconceptions about buyer segments! •  Effective marketing messages and programs! •  Better engagement! •  Insight in how to nurture your buyer! •  Better marketing ROI !
  • 18. Buyer Persona A! Stages! Question from buyer! Suitable Content! ! awareness! trigger! 1.  Article/Blog! 2.  Video! 3.  Paid media! research! 1.  Webinar! 2.  Email news! consideration! assess! 1.  Whitepaper! 2.  eBook! 3.  Master Class! 4.  Round Table! negotiate! 1.  ROI calculator/ Quick scan! 2.  Demo! 3.  Testimonial! decision! purchase! 1.  Face-to-face event! Figure out what content triggers! Content Mapping!
  • 19. Content creation criteria! After the mapping, before you create your calendar, please check: ! ! •  Is it really relevant to your buyer?! •  Is it unique?! •  Does it add value?! •  Does it make sense for you to produce? Is it in your domain?! •  Can you actually create it easily?!
  • 20.
  • 21. Survey results online ! Interview with one of the authors! Press release! Summary of the results! Blog post about the survey in general! 1 article per chapter! Webinar about the survey! The long life of a Survey!
  • 22. 3  out  of  4  CEOs  want  marketers  to   become  100%  ROI-­‐focused  
  • 23. Less than 1 in 3 companies properly calculate marketing ROI*!
  • 24. Revenue Performance Indicators Value Reach Conversion Velocity Return
  • 25. REVENUE IMPACT REPORT! NUMBER OF LEADS & OPPORTUNITIES GENERATED! Analysis!
  • 27. MEET ERNA!(based on a true story)!  
  • 28. Digital Body Language! Engagement fit! •  Interested in Content Marketing (found us via google)! •  Funnel Stage – Awareness! •  Main message – You can reach more with content!   Profile fit! •  Segment marketing manager! •  Large Insurance company! •  Large marketing teams!  
  • 29.
  • 30. v Eloqua Best Practices: The Revenue Lifecycle™ Communication Effectiveness Batch and Blast Product-Driven Segment Customer-Driven One to One Behavior-Driven Right-Time Right-Message True Personalization Forrester Research “Campaigns that target based on Website user click- stream data outperform untargeted broadcast campaigns by nearly 4 to 1.” Marketing Sherpa “Segmented lists yielded an 11.7% CTR v. un- segmented lists of same size yielding only a 0.6% CTR. Aberdeen Group Best-in-class lead scoring programs increase pipeline thickness by 27% v. the average of 12%.
  • 31.
  • 32.
  • 33. Lead Nurturing! Search Google! •  Found spotONvision eBook and visited relevant webpages! Attended the webinar! •  Follow-up afterwards! Sent eBook Follow-up! •  An invitation for a webinar! Registered for the webinar! •  Sent all details and agenda appointment! 2 Weeks!
  • 35. START WITH THE BASICS! GET TO KNOW YOUR BUYER AND HIS/HER BUYER JOURNEY FIRST!
  • 36. CONTENT IS THE NEW CURRENCY! BUT HAVING QUALITY CONTENT IS ESSENTIAL FOR B2B ENGAGEMENT & CONNECTIONS!
  • 37. DON’T INVEST IF YOU PLAN TO DO IT ONCE! Content Marketing requires consistency and continuity!
  • 39.
  • 41. The Buyer! Content Marketing! Lead Management! Marketing Automation! spotONservices! Want to know more? Or need help?! shimon@spotonvision.com! Helping in transforming marketing from cost-center to revenue generator!!
  • 42.
  • 43. Thank You!! ! Shimon Ben Ayoun! @shimonbenayoun!