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#thinkcontent | @newscred

How To Use Content Marketing ForDemand Generation

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How To Use Content Marketing ForDemand Generation

Alicianne RandVP, Marketing, NewsCred@aliciannerand

Heidi BullockVP, Demand Generation, Marketo@heidibullock

#ThinkContent

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A marketer’s job is many things…

The bottom line:A marketer’s job is to generate demand.

of B2B and B2C buying decisions are made before a buyer ever reaches sales.

70%

WebsiteBlogsNewslettersLead nurturingSponsored email campaignsOutbound marketingAdvertisingRetargetingWebinarsNative advertisingSocial advertising

Today’s customer experience is extremely fragmented.

Content fuels the modern marketing engine.

Demand generation is not just about customer acquisition.

It’s about creating a lifetime of customer happiness.

Are you bringing value to the entire customer journey?

Top of the FunnelQuality, custom and licensed content focused on helping to answer our customer’s challenges and define the future of content marketing. Often focuses on longtail SEO keywords.

Middle of the FunnelHigh value, original resources created for our Academy. Useful, timely, and also hits on niche topics specific to NewsCred’s offering and solutions.

Bottom of the FunnelCustom content converting leads to customers: case studies, product offers, comparison guides, analyst reports, etc.

Customer StageRetaining customers with content specific to their industry and pain points, newsletters, product updates, and tutorials/training

Awareness

Retain

Evaluation

Purchase

#linkedincontent @newscred

Great content delivers ROI.

Great content delivers ROI.

Source: Hubspot 2014

79% of ‘best-in-class’ B2B marketers rate blogs as the most effective

customer acquisition tactic.

Great content delivers ROI.

Source: Hubspot 2014

Content marketing generates 3 times as many leads as traditional outbound

marketing, but costs 62% less.

Great content delivers ROI.

Source: Hubspot 2014

79% of companies that prioritize content marketing report a positive ROI.

Customer growth.Cost savings.

Revenue.

So how can you use content marketing to scale your demand

generation strategy?

Let’s learn from the best.

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Identify / Prioritize Your Goals

Do not just jump to content tactics…

ebooks

blogwebinars

SlideSharewhite papers

infographics

I just love infographics!

Goals for Content Marketing

Set and prioritize your goalsContent Marketing Goal Related Metrics

Drive thought leadership Ex: Klout, pr mentions, increase in social (Twitter, FB), web traffic spikes post intiative

Increase brand awareness Ex: share of voice (can measure share of traffic), increase in social (Twitter, FB)

Lead generation Ex: Increase in key metrics (tofu, mofu, bofu) -> # downloads, # leads, # opps

Customer acquisition Ex: # new customers, time to acquire

Customer retention / loyalty Ex: NPS, #existing customers, renewals, turnover

Demand Gen ExampleAsset Stage Programs Measurement

1 month 3 months 6 months

Top 10 Reasons to Consider MA

Mid - Stage Nurturing – mid stage track Engagement Score >90

6 MT opps 18K MT pipeline

Website Form fill outson website - 1000

10 FT opps, 14 MT opps

30K FT pipeline, 42K MT pipeline

PPC Form fill outs - 1500 4 FT opps, 10 MT opps

12K FT pipeline, 30K MT pipeline

Retargeting campaigns – lead score >50

Form fill outs - 300 5 MT opps 15K in MT pipeline

Enterprise field event follow up

Email ctr 2% - 100 form fill outs

4 MT opps 100K in MT pipeline

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Creating The Right Content – 5 Step Plan

New! 7 golden rules for content1. Meaningful to the reader

2. Actionable 3. Sharable 4. Findable 5. Relevant to your company6. Readable 7. Consistent online and offline

Step 1: Buyer Personas + Research Who are you selling to? What do they care about?

Step 2: Understand the buyer’s journey

Step 3: Know your potential buyer and what matters to them

What are their big pain points?

How can you help them?

What do they respond to?

Ex: Is it ‘fun’ or serious?

Research data, funny videos, curated lists, infographics, thought leadership

Step 4: Map content to buying stage

NO

YES

MOSTLYNO

Thought leadership and entertainment to build brand and awareness

Tools that help buyers find you when they are looking for solutions

Company-specific information to help evaluate and reaffirm selection

Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars

Pricing, demos, services information, 3rd party reviews, customer case studies

Gated?Early Stage - Awareness

Middle Stage - Evaluation

Late Stage - Purchase

Step 5: Figure out what you have, what you need

Provocative thought of the day…

Taco Bell Content Strategy

Finite set of ingredients….you may not need MORE

“Big Rock” content exampleDefinitive Guide to MA:

Webinars:

Ebooks:

Infographics:

Content is not just whitepapers!• eBooks• Blog posts• Videos• Podcasts• SlideShare presentations • Infographics• Moving Infographics• Activity books/worksheets • Articles• Webinars• And of course landing pages!

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Lead Generation - Examples and Tips

Content powers your demand gen engine

Good content = Optimized performance

Poor content = Suboptimal performance

Form length matters

Form Completion for Data Augmentation

Hidden Fields

The right content per channel matters

Source: chicagostyleseo.com

Page 38

Website Personalization

Page 39

LinkedIn Sponsored Update

FacebookTest a mix of content offers – make sure they are visual!

Lighter Harder

• In-Video Gating• Adding CTAs• Three key types

• Annotations• Pop-Out CTAs• End of Video CTAs

Video

Slideshare

• You have a great deck• Make it very visual and

appealing• Use the form for Slideshare

Your Blog

@jonmiller @mpranikoff

Blog - Results

From average 14 a week to 145/week - 10X growth!

Registration = +18KAttendees = 4,976Tweets = 2,224 in 4 hoursDownloads of Marketo content = 12,112New Names = 3,194FT Pipeline - $955KMT Pipeline - $5M

Registration = + 4KAttendees = 1464FT Pipeline = $367KMT Pipeline = $332K

Leverage partners

The Power of Peer to Peer• Company to Buyer: 33% Trust• Buyer to Buyer: 92% Trust WOW!!

Get the most out of your content

• Get your users to SHARE• Make every campaign social• Increase your visibility and

engagement

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Optimize for Mid-Funnel.

Source: Marketo data, Marketo Revenue Cycle Analytics. Does not include all sources.

349 Days on Average

Use Lead Scoring

Fit Interest Buying Stage

Nurture DisqualifyNurturePass to Sales Pass to Sales

Early(Pre-Opp)

Be a Better Marketer

Blog PostsFunny VideosInfographics

Thought Leadership

Mid(Pre-Opp)

Why Marketing Automation

Buying GuidesRFP TemplatesROI Calculators

WhitepapersResearch

Late(Post-Opp)

Why Marketo

PricingDemos

Video TestimonialsCase Studies

Content – Story Arcs

Define the tactics and cadence

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Program ROI

Key questions to ask • Which content assets work best for you at TOFU, MOFU, BOFU • Which content assets are best performing for a particular

vendor (ex: paid email)?• Which assets are good for bringing in qualified leads?• Which assets are good for opportunity creation?• What content works best in nurturing?• What blog post topics have the best engagement?

Track All Touches Across People

Screenshot: Marketo Revenue Cycle Analytics

Downloaded eBook on Analytics

Downloaded Analytics Survey

ResultsEngaged with us at

Big Tradeshow

First Touch

3 months

$100K

$100K

Downloaded eBook on Analytics

Downloaded Analytics Survey

ResultsEngaged with us at

Big Tradeshow

Multi Touch

3 months

$25K

$0

$25K

$25K $100K

$25K

Know what is effective at TOFU vs. MOFU

Page FT Revenue MT Revenue

Content $410,000 $525,000

Webinars $320,000 $903,000

Tradeshows $325,000 $117,000

More efficient at pushing leads

through funnel

More efficient at acquiring the right

leads

ExampleWebsite – 23K views, 10,283 downloadsEmail – 2,730 clickedSlideshare – 7,693 viewsSocial impressions – 1,149

Good

BEST

Leverage Data to Determine Best Offer For Each Vendor

Consider offer data, program goal, content asset, and content stage to make final determination.

Content ROIMake sure stakeholders agree on the

criteria. Establish Goals and

ROI Estimates Up-Front

Design Programs to Be Measurable

Focus on the Decisions that Improve ROI

QUESTIONS?