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7ProverbstoFineTuneyourRevenueMarketingEngineContentStrategy

JulieBrewer,StacyGardner– BottomlineTechnologies

About your speakers

Julie Brewer – Vice President, Demand Generation Bottomline Technologies• 15+ years B2B tech marketing across demand generation and content marketing• Held previous roles at Lilly Software, Infor Global Solutions, Sungard Availability Services.

Stacy Gardner, Director, Marketing Programs, Bottomline Technologies• 10+ years experience driving sales pipeline through integrated and creative marketing programs in tech• Held previous roles at Bridgelogix, Infor Global Solutions, Sungard Availability Services

Together – we have won 14 awards spanning… content, demand generation,

creative and digital, including –3 Killer Content Awards!

Proverb #1“Better to light a candle than curse the darkness”

Develop a comprehensive content map that connects content assets to stage of the buyers journey they are most likely to impact in order to:

Leverage findings to help identify potential gaps

we to fill

Repurpose/ reusein the development of additional content offers we can leverage

in marketing programs

Direct priority content initiatives

in support of planned inbound/ outbound demand gen campaigns

Assist in mapping appropriate content to align with product architecture

Provide a consolidatedasset library resource

that Tele-programs, Sales, and other Customer facing teams can access for use in their follow-up

Proverb #1: Better to light a candle than curse the darkness

Aprox. 265 total content assets cross

~20% are “demand generating” (we can reasonably require registration to obtain)• ex. white papers, webinars,

sponsored reports)

~20% are targeted at the “discovery stage” where we seek to:• engage prospects in a topic/ conversation

• loosen their status quo and get them committed to the idea of change

• The remaining ~80% are very technical

5

Content Map Assessment - Example

Proverb #2“One size fits all doesn’t cut the mustard”

Core elements to creating compelling content –• Subject Matter Experts – Internal

• Ex. Product, Sales, Implementation, Support– External

• Ex. Research Analysts, Consultants, Industry/ Subject Matter Thought Leaders & Influencers

• Content and Creative Development– Topic ideations, creative brainstorming, campaign design, writing, design

Recommended approach:1. Bucketize list of project types & needs2. Research candidates, conduct capabilities presentations3. Select top picks across categories, establish & run pilots4. Develop your short list of approved partners in excellence across categories

“One size fits all doesn’t cut the mustard”

Proverb #3“Leave no stone unturned”

Core questions:• Background/Objective?• Problem/pain point we are solving for?• Goal of campaign?• Results we need to deliver?• Audience?• What do we want audience to believe?• Stage of buy cycle?• What is the essential message?

Asset development brief

Proverb #4“Can’t judge a book by its cover”

• Develop content that seeks to…– Cut through the noise– Trigger emotion– Take the intended reader on a journey – Connects with audience in unique and varying ways

But that’s not enough!

• Even the best content runs the risk of going unnoticed without the right “wrapper” – Compelling titles that answer the what & why– Use visuals to help guide the story– Optimize core collateral templates around the objective of each piece – Where appropriate, leverage creative themes that draw readers in

“Can’t judge a book by its cover”

• More than 65,000 opens across series of 3 emails

• 73% first-time responders

• 4,000+ clicks

• 122% higher click-thru rate (CTR) than average

• 100% higher click-to-open (CTO) rate than average

Case Study – Drive brand awareness at scale

• Soft call to action – visit website

• Email campaign generated click-thru rates (CTR) that were more than 450% higher than average

• Drove ~4,000 unique visits to the new website within the 1st 48 hours

Case Study – Drive engagement with new brand identity

Case Study – Leverage creative to increase CTA engagement

• 122% more downloads

• Click-thru rate increased by 80%

• Click-to-open increased by 122%

Email 1 Email 2

Case study – Drive demand with thought-leadership

• Within days of sending, media partner reported back the following impressive results indicating a high degree of engagement with their readership:

• Opens: 1,476 • Total Clicks: 708• Click-to-open: 48%!!

• According to industry benchmarks for click-to-open rates, this co-sponsored email beat the top quartile by 68%

Proverb #5“Though the path is long, it need not be narrow”

Email Campaign

Digital Offering

3rd party sponsored

POV

3rd party content

syndication program

Follow up asset in customer webinars

Social share – 5-

part LI series

Factoids for sales

enablement

Sales enablement

email

1 asset , multiple channels of use

Proverb #4: Though the path is long, it need not be narrow

Proverb #6“No need to reinvent the wheel”

• There are a finite # of topics that uniquely map back to your core value prop(s)– If they are of interest to your customers, chances are your competitors

are talking about them too

• Find topics that are resonating with key audiences and trial…– Long vs. short form content– Text intensive vs. highly visual/ scan able – Different media types – video, webinars, blogs, Slideshares, etc.

“No need to reinvent the wheel”

Repurpose, reuse, recycle!

Case Study – Turn short form content into additional assets

Case Study – Repurpose/ reuse

Proverb #7“Convert the non-believers”

Content Impact: What does this mean for the business?

23

Content & Thought Leadership

Qualification via Tele

Inbound Inquiries

Contribution to Pipeline

Marketing Programs drives awareness & demand via

inbound & outbound campaigns

Inquiries are passed to Tele or Sales for follow-up

Inquiries remain in continuous nurture cycle by Marketing Programs until Opportunity

reached

Cycle starts again…

73%Conversion rate from Marketing programs vs. 3% conversion

rate from cold

65+Number of assets created

in Q2

8,455Inquiries in Q2

globally

74%Accepted opportunity

rate

Total Pipeline TCV 2/10/2016 LAST REPORT +/- 1/10/2016 – NEW SINCE Quarter-to-date YTD

Total Marketing Pipeline $$$$$$ +/-

Total Marketing Generated Opps 78 +/-

Total Marketing Programs Pipeline - TCV $$$$$$$ +/-

Opportunity Count 75 +/-

Opportunity Count with Pipeline 36 +/-

Marketing Programs Pipeline $$$$$$ +/-

Product Line A $$$$$$ +/-

Product Line B $$$$$$ +/-

Influence rate

Customers %% +/-

Prospects %% +/-

Leadership Dashboard

1. “Better to light a candle than curse the darkness” ü Conduct a thorough audit to identify gaps and create your map

2. “One size fits all doesn’t cut the mustard”ü When it comes to subject matter expertise, writing style, tone, and design… sometimes you have to kiss a lot

of frogs to find your prince 3. “Leave no stone unturned”

ü Don’t underestimate the importance of the details leading up to, during, and post kick-off4. “Can’t judge a book by its cover”

ü Who said? When it comes to content marketing, “packaging” matters5. Though the path is long, it need not be narrow”

ü Leverage multiple channels across digital and social to amplify key messages and drive wider engagement

6. “No need to reinvent the wheel” ü Repackage, reuse, recycle!

7. “Convert the non-believers” ü When all is said and done, the results will speak for themselves

Summary

Content marketing… it’s a journey, not a destination!

Thank You!

Learn More Online:http://www.bottomline.com

For more information, please contact:

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