2. Today, when customers need to look
for a solution or purchase a product
the first place they go to is Google…
Where if your product information
does not appear on the first page of
the search results, bye-bye….
If the first few lines of the search
result aren’t relevant, you lose…
Where even if you spend $100s buying
Google ad words, they’re ignored
because consumers have trained
themselves NOT to respond to them
It’s tough being a marketer today and
finding new ways to entice and
engage customers.
4. The Reality of Content:
27 million pieces of content are shared
every day.
90% of emails are never opened
50% of consumer time online is spent
engaging with custom content
60% of buyers are inspired to seek out a
product after reading content about it
70% of the buying process is completed
before engaging a vendor
80% of business decision-makers prefer to
get company information in a series of
articles versus an advertisement
5. The Rise of Content Marketing
But, 70% of marketers say they lack a consistent
or integrated content strategy
– Altimeter Group
77% of marketers report that they plan to
increase content production in the next year
-- LinkedIn Technology Marketing Community
Content creation ranks as the single most
effective SEO technique
-- Marketing Sherpa
33% of B2B marketing budgets were allocated to
content marketing
– Marketing Profs
67% of marketers named measurement as the
top area in which they needed to invest this year
– Altimeter Group
6. Content
in all of its forms,
is the new
foundation of
marketing –
and, it
is king.
7. What metrics are important?
Which are vanity metrics?
Are these false positives?
Am I creating a lot of
content to “feed the
content beast” or am
I really engaging with
those prospects with
a propensity to buy?
Is more content the answer?
Is better content the answer?
Is promoting my content instead of
my products the way to go?
8. What am I doing that’s
generating revenue or
other desirable
outcomes and how can I
demonstrate that to the
organization?
“Half the money I spend on
advertising is wasted; the trouble
is I don't know which half.” –
John Wanamaker
9. The MQL is dead.*
Marketing must be seen as having an impact -- not only at the top of the funnel -- but all the way
through to purchase. We will continue to be perceived as a cost center until we are seen as an
investment center for driving more business or revenue.
*Well, it’s not exactly dead, but it’s certainly not enough!
10. Look at the Funnel a Whole New Way
The sales funnel that many marketers use
today, AIDA (attention, interest, desire, action)
was developed by Elias St. Elmo Lewis in 1898.
While the basic premise of the sales funnel
is still relevant, looking at it from the top
down, at a more holistic angle, is more
applicable to today’s buyer’s journey.
11. “Like” in Facebook
Saw something on Pinterest
Started to follow on Twitter
Downloaded a whitepaper
Read a blog post
Read an online guide
Watched a You Tube Video
The Buyer’s Journey is NOT Linear
Viewed a presentation in SlideShare
Directly Engaged with
Vendor
13. Create &
Optimize
Publish &
Amplify
Analyze &
Predict
Crescendo is the only Content
Marketing System built by
marketers for marketers that
delivers actionable insights into
how content is driving revenue.
The system enhances the six facets
of your content marketing lifecycle:
Create & Optimize
Publish & Amplify
Analyze & Suggest
Crescendo is a closed-loop
marketing system that empowers
B2B marketers to use content in
context to find and nurture leads,
drive revenue, and create
repeatable marketing practices.
Crescendo
14. Crescendo – Create & Optimize
Create
• Calendar and planning
• Multiple Content
Contributors
• Collaborative Editing
• Workflow/Approval
Optimize
• SEO
• Metatags
• Keywords
• Images
• Word count
The most successful content marketers have content
contributors both inside and outside of the organization.
Crescendo guides writers through the process to deliver
content that truly engages and is easily found.
Effective teams need role-based experiences designed to
facilitate the development of high conversion content.
Crescendo will keep your team efficient with easy to use
content libraries, an editorial calendar, and automated
workflow.
Crescendo even helps you optimize that content – from
suggesting keywords to pointing out if your headline is too
long while your blog post is too short.
15. Crescendo – Publish & Amplify
Publish
• Micro-sites
• Landing Pages
• Blog posts
• Video
Amplify
• Social Promotion
• Support for multiple
channels
• Syndication
Create your own blog content within Crescendo
or use existing assets like .pdfs, videos,
infographics.
Once you create or import your content, you
can publish it directly to an existing web
content management system, including
WordPress, using new or existing templates.
Crescendo even prompts your content
contributors to recommend social posts that
you can schedule and directly publish to your
social media channels for maximum exposure.
16. Crescendo – Analyze & Suggest
Analyze
• Content Effectiveness
– Awareness
– Engagement
– Value
• CRM integration
• ROI
Crescendo content analytics evaluates the
lifecycle of a given piece of content to
understand how it is impacting not only
visitors, but also opportunities and closed
revenue.
No more collecting data from 6 or 7
sources and putting the results into a
spreadsheet. You’ll get a holistic view of
how your content is performing from first
impression through to purchase. You’ll
understand and demonstrate what
content is really driving business impact.
Suggest
• Understand what
content is creating
the most value and
adjust your output
17. Crescendo is the only Content
Marketing System created by
marketers for marketers with
state of the art machine
learning technology to deliver
actionable insights into how
content is driving revenue.
