There are endless tools, tactics and methods at a marketer’s disposal, so much so that it can be overwhelming. Amidst the myriad of approaches or options, every marketer seeks the elusive treasure – striking the correct balance regarding utilization, effort and investment for each. There is no doubt that large amounts of energy have been poured in marketing initiatives only to leave those in quest of not just interest, but engagement yearning for more than they got out of it.This session will provide a soup-to-nuts guide of options, including building SEO through both organic and paid, re-purposing what’s already been created through targeted, closed-loop digital media re-targeting and brand elevation through high-value content and thought leadership. The presentation will run through the marketer’s playbook, illustrating the knobs to tune in establishing responsibility, timeline and budget to maximize the activity to productivity equation.

1. Dillon Allie, S enior Vice President, C lient S ervices, HDMZ
J ustin C ampbell, Vice President, Marketing & S trategy, Galen Healthcare S olutions
Creating a Balanced Engagement Platform on a Budget

2. INTRODUCTION

3. Results
Content proliferation
200+ webinars
600+ blog posts
5,000+ wiki pages
10+ Whitepapers/Infographics
20+ C ase S tudies
Efficient Brand Awareness
1,000,000+ paid impressions
300,000+ emails
15+ editorial /interviews
8.5M wiki page views
Impact to Sales Pipeline
1,500+ MQLs
61 S QLs
$3MM S ales
New deals we can
attribute to marketing
Archival for 1500+ Provider Health S ystem
4 Large Data Migration Projects
Improved collaboration
S ales/Marketing relationship,
Executive support for marketing,
culture committed to content dev &
selective agency collaboration
All on a relatively flat budget
No YoY change in Budget
3% of Revenue

4. Your checklist for getting engaged on a budget
1. Find your ‘why’
2. Demonstrate leadership vs. claiming it
3. Amplify yourcontent
4. Keep score to get more

5. FINDING YOUR “WHY”

6. Does your brand have a story?
A brand is the set of expectations, memories,
stories and relationships that, taken
together, account for a customer’s decision
to choose one product or service over
another.
– Seth Godin
”
“

7. How to codify your story
PromisePurpose
Vision
Medium-to-long
term strategic goal
of the brand
Personality
Why the
company
exists
Unique benefit the brand
intends to deliverto the
customer
Conveyed in human
characteristics,
describes how the
brand speaks to
the world

8. What
makes
you
special
What
the
world
needs
PURPOSE
&
PROMISE
Or keep it (really) simple...

9. And in practice...

10. DEMONSTRATING
LEADERSHIP VS
CLAIMING IT

11. The buyer journey is nothing more than a
series of questions that must be answered.
– IDC
Contextual content marketing
Marketing doesn’t change content’s
purpose, content changes marketing’s
purpose
– Robert Rose
“
“ ”

12. Demonstrating leadership vs claiming it
The Case for Content to be Core to All Communications as Key Reasons to Believe
Marketing used to be about making a myth and
telling it. Now it’s about telling a truth and sharing
it.
– Marc Mathieu, Unilever
“
”

13. Resources
Contextual content

14. Case Studies
Knowledge center
White Papers, Infographics & Playbooks

15. While every Galeneer is exceptional and contributes their own
special talents, the one specific thing we all have in common in
our culture. Get to know us better with #IAmGalen:
#IAmGalen & monthly newsletter

16. Content waste is a $100B opportunity

17. Improved communication

18. Tips for getting started
Planning –
Content Calendar
Define Rules of
Engagement with Agency
(process & roles)
Survey Competitors
for Ideas
(Imitation is the best form of flattery)
Provide Templates For
Contributors
(Meet them where they are)
Communication –
Company/Sales Updates
at a regular cadence
Measure Employee
Contribution through
Scoring & Goals

19. AMPLIFY YOUR CONTENT

20. Content must reach people in order to reach
its potential

21. Amplify your content
Act Like a Publisher
MarketingC harts.com Data Source: DataXu

22. Maximizing the reach of your content

23. Maximizing the reach of your content

24. Maximizing the reach of your content

25. Integrated implementation
● Employees
● Products /services
● Web properties
● Videos
● Workshops /events
● C ompany literature
● Invoices and
packaging
● C ompany HQ
● Media coverage
● “Buzz” or referrals
● C ontent
● Event speaking
● Partnerships
● Awards
● Digital & print
advertising
● Sponsorships
● C onferences
OWNED EARNED BOUGHT

26. The best way to attract and engage customers is organic
Traffic
Sources
Email
Display
Referred
Other
Organic
search
Paid
Social
5%
10%
34%
Yet, marketers focus time, resources, and investments on other channels
83%
51%
click on organic listings
17%click on ads

27. Earned media – thought leadership
Yet, marketers focus time, resources, and investments on other channels

28. Paid media – sponsored content

29. Programmatic display

30. Tips for content amplification
• Find successful content in your niche
• Find where it’s being shared
• Go beyond social networks
• Find who’s doing the sharing (influencers)
• Copy what’s working for them
• Build relationships with those who can help
• Don’t treat amplification as “fire & forget,” learn & apply

31. MEASURE TO GET MORE

32. Measure to get more

33. Measure to get more
MarketingC harts.com Data Source: The C MO Survey

34. Attribution – agree upon & get credit
• All too often elusive
• Ensure proper fields are setup in MA & C RM
and incorporated into sales team workflow
You might laugh, but a lot of companies
invest in content marketing on the
assumption that this is how it works:
This is how content
marketing really works:

35. Metrics
On an ongoing basis, we will measure and monitor:
conversion from
universe to Lead
5%
Lead to Qualified
Opp C onversion
10%
Ad C TR
0.5%
Email open rate
20%
Email C TR
2%
Average C PL
across all tactics
<$50
ROI
300%+

36. Measure & adapt
Analyze OurMarketing ROI
Understand which of our marketing activities are driving the
best visitors, leads, and customers to our business.
C USTOMERS
S ources ROI
Number of customers
Lifecycle summary
C ontacts database size
# of sales qualified leads
Blog subscribers
Keyword rankings
Blog visits + readership
Page views
S ocial media reach
C all to Action click-through
Landing page conversion rate
Time from visitor to lead
Workflows progression
S ocial Media engagement
Time from lead to customer
VISITORS LEADS

37. Measure the ROI of content marketing
REACH ENGAGE CONVERT RETAIN
Organic Search Traffic Time on Site Leads Retention Rate
Unbranded Search
Traffic
Bounce rate Subscribers Upsells
Social shares Other conversions
Subscriptions

38. Understand your demand generation

39. For how much should you ask?
SOURCE WHAT IS MEASURED
MARKET BUDGET AS %
OF REVENUE
Forrester B2B market budgets 4%
C MO survey B2B products market budget 5.8%
eMarketer B2B services market budget 5.9%
Gartner Market budgets 10.9%
The marketing budget should be between 4-10% of expected revenue from this initiative.

40. Budgeting overview
2017 PROJ ECTED EXPENSES
Q1 2017 Q2 2017 Q3 2017 Q4 2017 2017 Total
Misc (Shipping, Travel, Education) 4% 11% 10% 5% 8%
Paid Media 17% 23% 15% 10% 16%
Events 41% 28% 30% 15% 29%
SEM, SMO, AdWords 2% 4% 4% 3% 3%
Agency Services 20% 31% 36% 24% 26%
Swag 4% 4% 4% 3% 4%
Licensing (Salesforce, Pardot, HA Logic) 11% 0% 0% 40% 15%
Total 33% 21% 18% 27% 100%

41. Tips for measuring to get more
• Define metrics, measurements & KPIs
• Ensure you are tracking it all (GA, MA, C RM)
• Outline handoff with sales – establish lead thresholds & attribution
• Interview sales to understand what works & doesn’t work
• Evaluate and make adjustments (on spend, content, tactics)
• Provide feedback to 3rd party

42. Questions?

43. MUCH MORE THAN I.T.
GALENHEALTHCARE.COM