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Right Message, Right Buyer – at the Right Time
The document discusses how to engage customers through relevant content marketing. It emphasizes creating content tailored to different audiences and stages in the buyer's journey. It also stresses personalizing content delivery across channels like email, social media and websites based on a lead's behaviors and profile. Measuring various marketing touches and their impact on pipeline and revenue is key to understanding what content and channels are most effective. The overall message is that delivering the right content to the right people at the right time in their journey is critical for customer engagement.
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Right Message, Right Buyer – at the Right Time
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- 4. Buyers are Self-DirectingJourneys 66% to 90% of a Buyer’s Journey Today is Self-Directed
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- 7. #C2C16 1. Content 2. Acquisition 3.Engagement 4. ROI Topics
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- 9. Everyone says they’redoing it (WHEN ASKED, MOST MARKETERS SAY THEY DO CONTENT MARKETING) B2B marketers B2C marketers
- 10. I usually scan the information then trash it. 59% Much of the material is useless. 62% Base:319 business and IT decision-makers and senior-level IT and business executive decision-makers at companies with 1,000 or more employees If everyone is a content marketer, how does my stuff break through? 75%Vendors give me too much material to sort through.
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- 12. So what doyou do? Hint… Yo! We’re not all the same!
- 13. #C2C16 Formula for Engagement E= Relevant Content + Right Time + Personal
- 14. #1 – CreateRelevant Content Higher Ed B2B: Enterprise Healthcare Competitor Customers Consumer
- 15. Page 15 Tips 1. Address a need – what does your reader care about? 2.Be relatable – this is knowing your audience 3. Make a point and get to the point… 4. Standout 5. Listen to inputs from sales, social, and of course your customers Litmus test: If you are doing it well, your customers, partners, and friends will thank you for it!
- 16. § Webinars § SlideShare Presentations §Videos § Blog posts § Podcasts § Infographics § Activity Books/Worksheets § Articles Maybe you don’t need another eBook…
- 17. #2 –Present itat the right time
- 18. #C2C16 Content and Gateat the RIGHT TIME
- 19. #C2C16 How do youknow? “Lead scoring is the shared sales and marketing methodology for ranking leads in order to determine sales-readiness” 1. Lead Fit 2. Lead Interest 3. Lead Behavior 4. Buyer Stage and Timing
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- 23. Your website isoften the destination
- 24. #C2C16 Would you sendthe same email to your entire database?
- 25. Page 25 • 74% ofconsumers get frustrated when website content appears that has nothing to do with their interests. • The average website conversion rate is 2%.
- 26. Page 26 #3 –Personalize theExperience
- 27. #C2C16 Where to Personalize WebsiteSocial Email MobileVideo
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- 29. Page 29 Web Personalization -Vertical-Based Default View Personalized for Visitors from the Healthcare Industry Higher engagement, with average visit duration rising 313% and average pages per visit increasing 163%.
- 30. Page 30 Account-Based Marketing (ABM) Visitors from UPSVisitors from Barclays Increased opportunity stream from key accounts
- 31. #C2C16 EDUCATION VERTICAL FINANCIAL SERVICES VERTICAL CTR: 1.37% CTR: 2.37%CTR: 1.39% CTR: 1.96% Testing – What works the best
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- 33. #C2C16 Retargeting - OK An Internet UserVisits Your Site Leaves Your Site On Other Sites Your Ad Appears Your Ad Piques Their Interest Customer Visits Your Website YOUR SITE
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- 35. #C2C16 Leverage Behaviors andProfiles
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- 37. #C2C16 Example 2: Facebook Higher EducationHealthcare Enterprises
- 38. #C2C16 Example 3: LinkedInSponsored Update
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- 41. #C2C16 Define the Tacticsand Cadence
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- 43. #C2C16 • Here’s a cool video • Check out this article •See our latest offering • Share this with friends • Here’s what others like! • Download our new book • Happy birthday • Join us at our event • You like X, check out Y • Fun ways to learn more • Take this survey • You haven’t bought yet, here’s a 10% discount Ideal: Adjust, listen, respond
- 44. Page 44 • Personalized CTAs resultedin a 42% higher conversion rate than generic CTAs. • Leads who are nurtured with personalized content produce a 20% increase in sales opportunities.
- 45. #C2C16 Email Personalization 1. Video 2.Dynamic content 3. Tokens 4. Triggers
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- 50. #C2C16 • Attends event • Logs into mobile app •Downloads content • Click email • Fills out form • Score is changed • Product interest • Inactivity IT Finance C-level Triggers – Can listen for behavior
- 51. #C2C16 Marketo Aggregate EmailPerformance Triggered Nurture provides 2x Avg. Click to Open Ratio to Regular Nurture Triggered Nurture provides 10x Avg. Click Ratio to Batch
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- 54. #C2C16 Why Measuring Returnis Hard § Multiple touches. 7 § Unclear success. Opened? Clicked? § Multiple influencers. 5-21
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- 56. #C2C16 Track All TouchesAcross People Screenshot:Marketo Revenue Cycle Analytics
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- 59. #C2C16 Know what iseffective at TOFU vs. MOFU Page FT Revenue MT Revenue Tradeshows $410,000 $525,000 Webinars $320,000 $903,000 Content – Demo Video $500,000 $117,000 More efficient at pushing leads through funnel More efficient at acquiring the right leads
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- 61. Goal: Brand awareness and lead generation Metric: engagement with C-level, new names, pipeline Timing: month one, three months out, 1 year Questions: § Did we create C-level engagement? § Did this topic resonate with our target audience? § Did this post bring in any news names? § Did this content help create pipeline? § What were the top performing channels? § How did the program do overall wrt to pipeline? Large Content Initiative
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- 63. Early Stage Assessment EarlyIndicators Metric Comments Rating Engagement 1.3K shares Above our standard index of 50 New Names 2309 $17 / new name – this is reasonable Did it resonate with our target audience (C-level marketers)? % of names – C level 50% were VP or above, good
- 64. Later Stage Assessment LateIndicators Metric Comments Rating FT Pipeline $1.04M 26 FT ratio – good ROI MT Pipeline $2.34M 59 FT ratio – good ROI Closed Won $ (FT) $455K 10x - positive
- 65. Top Performing Channels Revenue Won Webinar -sponsored $350K Email - Marketo database $25K Email - sponsored $22K Social - paid $15K All others $43K Top Performing Channels
- 66. Did we create C-level engagement? Yes – 50% of new names were VP and above Did this topic resonate with our target audience?Yes – 1.3K shares, above our index for the month Did this post bring in any news names? Yes -2,309 Did this content help create pipeline? Yes - $1.04M -FT, $2.34M- MT What were the top performing channels? Webinar How did the program do overall wrt to pipeline? 10x ROI Performance Report Card
- 67. #C2C16 The Right Message,At the Right Time: 1. Content is king but it has to be relevant and mapped to the respective buying stage. 2. Make acquisition awesome - Grow your top of funnel and increase conversion using personalization across channels. 3. Engage potential buyers by listening to their behaviors – and responding with multi-channel relevant - conversations. 4. Deliver the purchase-ready leads to sales through nurturing and scoring. 5. Measure channels and programs – so you know what works and can course correct in real-time. @HeidiBullock
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