Presented by Carlos Hidalgo, CEO of ANNUITAS, during Content Marketing Bootcamp Boston. #contentcamp

1. CARLOS HIDALGO
ANNUITAS

2. Carlos Hidalgo
Chief Executive Officer
Twitter: @cahidalgo
Email: Carloshidalgo@annuitas.com
The Use of Content in the
Middle of the Funnel

3. How Do You Utilize Your
Content?

4. No Defined Lead-to-Revenue Process
"Fewer
than
one-­‐fourth
of
[B2B
organiza4ons]
have
defined
a
lead-­‐
to-­‐revenue
management
process
that
their
marke+ng
and
sales
teams
follow.
Included
in
that
number
are
only
5%
who
claim
that
every
prospect
interac4on
is
orchestrated."
Source:
Forrester
(J.
Ernst),
“The
State
Of
B2B
Demand
Genera<on:
Disjointed,”
2011
@cahidalgo

5. Most Organizations Struggle With Nurturing
Source:
Bulldog
Solu<ons/Frost
&
Sullivan
@cahidalgo

6. Lack
of
Demand
Process
=
Mid-­‐Funnel
Gap
‘Awareness’
+
automated
lead
gen
Sales
Ed.
?
Engage
Nurture
Convert
@cahidalgo

7. Still a Big Gap Between Buyers & Sellers
@cahidalgo

8. A Tactical Frame = Our
Greatest Challenge

9. “Which Tactic” Is the Wrong Question
“[M]arketers
are
juggling
too
many
tac4cal
balls.
A
full
75%
of
respondents
reported
they
were
using
15
of
the
26
techniques
we
surveyed.”
“The
reported
use
of
tac+cs
was
consistent
across
various
company
sizes,
from
small-­‐to-­‐medium
businesses
(SMBs)
to
large
enterprises.”
Source:
Forrester,
“2012
Tech
Marke<ng
Planning
Guidance,”
December
2011.
@cahidalgo

10. Demand Generation = Strategic
Taking a strategic (not a tactical)
approach to Demand Generation
@cahidalgo

11. Strategic Demand Generation is ……
• A perpetual process
• Engage, Nurture, Convert
• Prospects + customers
• Buying-process-driven
• Educate + qualify
• Marketing + sales activities
• Operationalize + optimize
• To drive sustainable revenue, CLV
@cahidalgo

12. What’s Really Going On?
Source:
Needles,
Balancing
the
Demand
Equa<on,
2012.
@cahidalgo

13. The Need to Meet the Buyer’s
Needs and Speak to Challenges

14. A Collaborative Approach to the Buyer
Organizations need to
align around their
customer. It is more
than just marketing and
sales – it is an
organizational
approach to being
customer centric
Field
Sales
Buyer
Needs
&
Pain
Points
Partner/
Channel
Customer
Service
Product
Mgmt/
Mktg.
Inside
Sales
Customers
@cahidalgo

15. Building Blocks for
Nurture Success

16. Nurture is Part of Demand Generation – Not
a Separate Activity
Engage
IR2
IR3
IR4
IR5
IR6
IR7
IR8
IR9
IR1
Buying Process
Nurture Convert
Engage targeted buyers –
via both inbound and
outbound channels – in
dialogue via top-of-mind
issues, interests and pain
points; capture them as a
‘Nurture-able’ contact /
Engaged lead; outbound
Engagement often is
periodic; inbound
Engagement is perpetual;
improving performance of
Engagement is via both
targeting and Content
Offer relevance and
tuning.
Continue dialogue –
moving from top-of-mind
issues, interests and pain
points to potential solution
categories to specific
offerings in these
categories – progressively
profiling and scoring buyer
throughout; Nurturing is
perpetual; improving
performance of Nurturing
is via optimization of
Content Offers, program
logic and scoring.
Leverage profiling and
scoring to escalate the
dialogue at the right time –
identifying and driving
purchase behavior;
improving performance of
Conversion is via better
aligning upstream ‘signs’
that are assessed via
segmentation and scoring
with specific purchase
behavior; Conversion
requires a combination of
automated and live
interactions.
@cahidalgo

17. Tying Together Top of Funnel to Mid
QUALIFIED
ENGAGED
ENGAGED
QUALIFIED
LEAD
E-­‐CO
1A:
"Top
Five
Opera+ng
Challenges
in
the
[X
Segment]
of
the
Industry"
E-­‐CO
1B:
“Industry
Performance
Benchmark
Study"
N-­‐CO
2.1.0:
"Common
Traits
of
High
Performing
Opera+ons"
E-­‐CO
1
N-­‐CO
2
E-­‐CO
1.1:
"Top
Five
Opera+ng
Challenges
in
the
Industry”
(Video
Summary)
N-­‐CO
2.2.0:
"ROI
Analysis
of
Making
Improvements
to
Cost"
N-­‐CO
2.2.1:
"Managing
Vendor
Rela+onships
to
Improve
Performance"
N-­‐CO
3.0:
"Client
Customer
Case
Study
N-­‐CO
3
N-­‐CO
4
N-­‐CO
2.2.2:
"User
Error
or
Product
Failure:
How
to
Know"
N-­‐CO
3.1:
"Client
Customer
Service
Difference
for
Precision"
N-­‐CO
4.0:
“
Challenge"
Offer
OR OR
HOT
LEAD
WARM
LEAD
Note:
Response
to
any
of
N-­‐CO
2
content
offers
will
move
buyer
forward
to
N-­‐CO
3.
BUYING
TRIGGER
ROOT
CAUSE
ANALYSIS
CLIENT
SOLUTION
MOVE
TO
DEMO
N-­‐CO
2.1.1:
"Selec+ng
the
Right
Product
for
the
Right
Job"
N-­‐CO
2.1.2:
"Improving
the
Produc+vity
of
Your
Business"
N-­‐CO
3.2:
"Selec+ng
the
Right
Technology
Guide"
N-­‐CO
4.1:
"Client
30-­‐day
Demo"
OR
INFLUENCE/
COMMITTEE
DECISION
MAKER
@cahidalgo

18. Manage to the Buyers Preference
@cahidalgo

19. Content Geared To The Middle of the Funnel
@cahidalgo

20. Closing Points
• Think Strategically for Demand Generation
• Align around the Buyer
• Make Nurture Part of your Perpetual Demand
Program and Strategy
• Constantly Optimize
@cahidalgo

21. THANK YOU
Carlos Hidalgo
Email: Carloshidalgo@annuitas.com
Phone: 719-966-7548
Twitter:@cahidalgo

22. CONTENT MARKETING
BOOTCAMP BOSTON
FIND MORE AT KAPOST.COM/RESOURCES