Models From Mid Funnel Content Campaigns

•

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This panel will present success stories from lead nurturing campaigns used to accelerate conversion rates. The panel speakers are Clayton Stobbs from Compendium, Rob Yoegel from Monetate, and Thomas Koletas from Madison Logic. They will discuss how to warm up stagnant leads and accelerate pipeline conversion through content marketing tactics like topic modeling, the content matrix, and case studies on different content types and their costs.

Technology Business

PRESENTED BY
Models From Mid Funnel
Content Campaigns
#B2BContentEvent

#B2BContentEvent
!   Overview !
!   This panel will present real world success stories from lead nurturing
campaigns, including warming up stagnant leads and accelerating the
conversion rates on targeted accounts entering the pipeline.

!   Panel Speakers !
!   Clayton Stobbs, Compendium!
!   Rob Yoegel, Monetate!
!   Thomas Koletas, Madison Logic!
Session overview and agenda

#B2BContentEvent
3
“Content
marketing is all
the marketing that
is left.”
Seth Godin
Best Selling Author

#B2BContentEvent
5
Can you think of the top 30
topics prospects and
customers might be
interested in?
TOPIC MODELING EXERCISE

#B2BContentEvent
6TOPIC MODELING EXERCISE

#B2BContentEvent
7TOPIC MODELING EXERCISE

#B2BContentEvent
8
Awareness

Consideration

Inquiry

Purchase

Retention
FUNNEL STAGES

#B2BContentEvent
9GREAT CONTENT ANSWERS CUSTOMERS’ MOST
PRESSING QUESTIONS:

#B2BContentEvent
11SIMPLE MATH
So, how much content do
you need?

#B2BContentEvent
12
5 Personas
x 30 Topics
x 5 Funnel Stages
---------------------------
750 PIECES OF CONTENT
SIMPLE MATH

#B2BContentEvent
14CASE STUDY: TYPES OF CONTENT
HEAVY WEIGHT: Traditional Articles & Paid Content
Cost: $21 - $2,000
MIDDLE WEIGHT: Q & A Content
Cost $10
LIGHT WEIGHT: User Generated Content
Cost: $2

#B2BContentEvent
15CASE STUDY: HEAVY WEIGHT

#B2BContentEvent
16CASE STUDY: MIDDLE WEIGHT

#B2BContentEvent
17CASE STUDY: LIGHT WEIGHT

PRESENTED BY
#B2BContentEvent
Rob Yoegel
Content Marketing Director @ Monetate

Thomas Kolestas
SVP Advertising Programs, Madison Logic
PRESENTED BY
#B2BContentEvent

#B2BContentEvent
!   Timeliness!
•  Leads from Content are often not called or e-mailed for up to 2 weeks.
(Madison Logic Lead Focus data)!
•  Sales People Abandon Leads after 2 calls on average when it takes 6
Attempts to Make Contact (2011 eMarketer)!
!   Remedies!
•  Instant Nurturing!
•  Fine Tuning Marketing Automation with Intent Data!
•  CRM Retargeting!

How Do Good Leads Get to the Middle?

#B2BContentEvent
25
Discovery Phase- Shorter than you think!
•  Discovery Period: 1-10 days for
research download activity
•  Optimal nurturing opportunity is
within the first five days
•  Average downloads for a topic by
one prospect is 3-5 papers
Optimal Time to Nurture
Number of Days
PercentageofDownloads
Number of DaysNumberofDownloads
Methodology
•  2012 Data Review
•  Over 2 Million Downloads

#B2BContentEvent
26
Instant Nurturing A/B Test
Methodology:!
!
1.  Split registrants into 2 equal groups!
2.  Standard Email reminders for Group A (control group)!
3.  Standard Email reminders + Instant Nurturing for Group B
(experimental group)!
4.  Record total # of registrations for each group!
5.  Analyze!
Hypothesis:!
!
Webinar registrants that have received Instant Nurturing will yield a higher
attendance rate than those that did not receive Instant Nurturing. !

#B2BContentEvent
27
Instant Nurturing™ Case Study

#B2BContentEvent
28
Data Match ™ Behavioral Analytics
Feed Marketing
Automation!
Platforms Behavioral
Data for Smarter Lead
Nurturing.!
!
Discover Plan-to-
Purchase !
Trends at the Customer
and Account Level !
!
Pinpoint Inﬂuencers
and Decision Makers
Faster During the
Buying Cycle!

#B2BContentEvent

!   Panel Speakers !
!   Clayton Stobbs, Compendium - @cstobbs!
!   Rob Yoegel, Monetate - @RobYoegel!
!   Thomas Koletas, Madison Logic - @madisonlogic!
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Models From Mid Funnel Content Campaigns

1. PRESENTED BY Models From Mid Funnel Content Campaigns #B2BContentEvent

2. #B2BContentEvent !   Overview ! !   This panel will present real world success stories from lead nurturing campaigns, including warming up stagnant leads and accelerating the conversion rates on targeted accounts entering the pipeline. !   Panel Speakers ! !   Clayton Stobbs, Compendium! !   Rob Yoegel, Monetate! !   Thomas Koletas, Madison Logic! Session overview and agenda

3. #B2BContentEvent 3 “Content marketing is all the marketing that is left.” Seth Godin Best Selling Author

4. #B2BContentEvent 4

5. #B2BContentEvent 5 Can you think of the top 30 topics prospects and customers might be interested in? TOPIC MODELING EXERCISE

6. #B2BContentEvent 6TOPIC MODELING EXERCISE

7. #B2BContentEvent 7TOPIC MODELING EXERCISE

8. #B2BContentEvent 8 Awareness Consideration Inquiry Purchase Retention FUNNEL STAGES

9. #B2BContentEvent 9GREAT CONTENT ANSWERS CUSTOMERS’ MOST PRESSING QUESTIONS:

10. #B2BContentEvent 10THE CONTENT MATRIX

11. #B2BContentEvent 11SIMPLE MATH So, how much content do you need?

12. #B2BContentEvent 12 5 Personas x 30 Topics x 5 Funnel Stages --------------------------- 750 PIECES OF CONTENT SIMPLE MATH

13. #B2BContentEvent 13 Case Study

14. #B2BContentEvent 14CASE STUDY: TYPES OF CONTENT HEAVY WEIGHT: Traditional Articles & Paid Content Cost: $21 - $2,000 MIDDLE WEIGHT: Q & A Content Cost $10 LIGHT WEIGHT: User Generated Content Cost: $2

15. #B2BContentEvent 15CASE STUDY: HEAVY WEIGHT

16. #B2BContentEvent 16CASE STUDY: MIDDLE WEIGHT

17. #B2BContentEvent 17CASE STUDY: LIGHT WEIGHT

18. PRESENTED BY #B2BContentEvent Rob Yoegel Content Marketing Director @ Monetate

19. #B2BContentEvent 19

20. #B2BContentEvent 20

21. #B2BContentEvent 21

22. #B2BContentEvent 22

23. Thomas Kolestas SVP Advertising Programs, Madison Logic PRESENTED BY #B2BContentEvent

24. #B2BContentEvent !   Timeliness! •  Leads from Content are often not called or e-mailed for up to 2 weeks. (Madison Logic Lead Focus data)! •  Sales People Abandon Leads after 2 calls on average when it takes 6 Attempts to Make Contact (2011 eMarketer)! !   Remedies! •  Instant Nurturing! •  Fine Tuning Marketing Automation with Intent Data! •  CRM Retargeting! How Do Good Leads Get to the Middle?

25. #B2BContentEvent 25 Discovery Phase- Shorter than you think! •  Discovery Period: 1-10 days for research download activity •  Optimal nurturing opportunity is within the first five days •  Average downloads for a topic by one prospect is 3-5 papers Optimal Time to Nurture Number of Days PercentageofDownloads Number of DaysNumberofDownloads Methodology •  2012 Data Review •  Over 2 Million Downloads

26. #B2BContentEvent 26 Instant Nurturing A/B Test Methodology:! ! 1.  Split registrants into 2 equal groups! 2.  Standard Email reminders for Group A (control group)! 3.  Standard Email reminders + Instant Nurturing for Group B (experimental group)! 4.  Record total # of registrations for each group! 5.  Analyze! Hypothesis:! ! Webinar registrants that have received Instant Nurturing will yield a higher attendance rate than those that did not receive Instant Nurturing. !

27. #B2BContentEvent 27 Instant Nurturing™ Case Study

28. #B2BContentEvent 28 Data Match ™ Behavioral Analytics Feed Marketing Automation! Platforms Behavioral Data for Smarter Lead Nurturing.! ! Discover Plan-to- Purchase ! Trends at the Customer and Account Level ! ! Pinpoint Inﬂuencers and Decision Makers Faster During the Buying Cycle!

29. #B2BContentEvent !   Panel Speakers ! !   Clayton Stobbs, Compendium - @cstobbs! !   Rob Yoegel, Monetate - @RobYoegel! !   Thomas Koletas, Madison Logic - @madisonlogic! Panel Discussion Time

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