From the B2B Content2Conversion Conference, with: Jim D’Arcangelo, Vice President – Marketing, Booker Software

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Taking A Smart Approach To
Content-Driven Demand Gen
For Today and Tomorrow

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§ Where we have been
§ Where we are going
§ Where things are bound to go from there
Taking A Smart Approach To Content-Driven Demand
Gen

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Acquisition,
Leadgen
ChannelSupport
ExistingVerticals
Prospect, Client and Market-Aligned – and Built to Scale
Go-to-Market and Creative Operations
Client/Market/Competitive Intelligence & Research
Corp Branding, Reputation and Communications
NewVertical(s)
Content
Execution
Content Needs, Concept, and Frame/Fodder
Transition
after
Launch
Period
Demand gen and Client Comms Management

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Engagement Streams for net new leads created based on buyer stage and persona.
Net new and TOF leads – Engagement Stream

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Buyer Consideration Cycle

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7. Basic Marketing Tech Stack– Overview
SEM
Content Marketing
& SEO
Data Intelligence
A/B, Web
& Email Testing
Social Media
Tools Utilized in 3Q14-1H15
Operational

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Straight Forward Approach To Branding

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It Drove Big Results (3Q15 vs 3Q14)
• Inbound engagement lead volume up 3.5X versus
3Q15 vs 3Q14; Inbound lead spend down 60%
• 14,000 nurture leads in pipeline from dead or dormant in SF
• Marketing funnel drives dailyforecasts and pacing reports
• >50% of upsell/cross-sell ARPU opportunities driven by
content/marketing automation
• Inbound leads now drive ~100% of closed deals
Organic Drives Inbound Leads – with CPL
of ~$20 and CPA of ~$190
• Organic Leads Outpace Paid Search by 11 to 1
• Churn cut in half; LTV up dramatically
• Unique visits up 150+%

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§ Increased engagement funnel by 6.5x (YoY)
§ Lead profiling combined with Marketo streams and landing page personalization, device/cross-
OS and device optimization
§ Real-Time Personalization rolled out enable fast entry into diverse vertical markets
§ Lead “purity” was ensured via RingLead-Marketo integration facilitating de-duping
§ A/B test and optimize all response aspects on web site and landing pages.
§ Boosted SALs by 3.8x
§ Nurture stream introduction with database profiling and Predictive Lead Scoring to tune, target and optimize
yield from only those optimal prospects
Content-Driven Demand Gen Now Driving Business Model
2H15 Upping the Tech Stack Game:
Introduced & Integrated Real-Time Personalization; Predictive Lead Scoring, Database Multi-point
Profiling

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§ Upsell increase by over 70%
§ Competitor targeting by function and contract stage - combined with contextual content and
Marketo nurture streams
§ Content and stream targets improved lead scoring quality by 25% in three months
§ Predictive Lead Scoring integrated with Salesforce and Marketo
§ Introduced Referral Partner and Reseller Channels via demandgen hub and managed
through channel partner platform.
§ Strategic Partnerships assessed and valued through demandgen platform capabilities
§ Launched new product area, with no ad spend, demandgen platform-based – increased
client base/free trials by >50% in first 60 days.
Content-Driven Demand Gen Now Driving Business Model
2H15 Upping the Tech Stack Game:
Introduced & Integrated Real-Time Personalization; Predictive Lead Scoring, Database Multi-point
Profiling

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Content-driven Demand Gen Accelerates Results and
Flexibility

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Personalized Content-Driven Demand Gen Enables Brand Shift

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§ Predictive Lead Scoring and Deep Database Profiling by Company and
Individual Combine to Increase Sales Velocity
§ Predictive Content Combine with Predictive Lead Scoring to Tune Yield
§ Buyer Pyschological State-Mapping to Content, Combined with Predictive
Content and Predictive Lead Scoring, Increase Both Yield and Velocity
Next Steps for Taking Content-Driven Demand Gen to Next Level

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Psychological Mapping to Content-Driven Demand Gen

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Thank You!
Taking A Smart Approach To Content-Driven Demand Gen

17. PRESENTED BY
#C2C16