Explosive B2B Sales Growth With Content Marketing

Content Marketing for B2B Sales

EXPLOSIVE B2B SALES GROWTH WITH CONTENT MARKETING

A step-by-step guide to creating a closed-loop demand generation system using content marketing


DOES THIS STUFF ACTUALLY WORK?Sales Engine Content Marketing


[Client Example]

# MQL and $/MQL by month

'-

450

900

1,350

1,800

M1 M2 M3 M4 M5 M6 M7 M8 M9 M10

YTD MQL's Cost per MQL

1,658 MQL’s

$40.92/MQL


[Client Example]

Row Labels # Lost # Won Value ASP Win Rate

Marketing sourced 119 42 $1,029,816 $24,519 35.29%

Sales sourced + Marketing Influenced 62 43 $1,480,701 $34,435 69.35%

Sales sourced - marketing engagement 648 104 $2,911,452 $27,995 16.05%

Grand Total 829 189 $5,421,969 $86,949

85 deals worth $2.5M in closed business

Win rate… • 2x Marketing sourced • 4xMarketing influenced


[Client Example]

Actual # Records

Actual % Conversion

ASP Value $/Record

Sales Engine Cost $/#

Value:Cost Ratio

Suspect 38,181 4.3% $40.79 [1] $0.49 83.2 to 1

MQL 1,658 22.1% $939.31 [2] $40.92 23 to 1

SQL 366 23.2% $4,255.11 $185.39

85 [3] $18,322 $798.27

[1] Cost per raw lead record; [2] calculated cost per MQL; [3] Average sale price of client sales

SUSPECT

MQL

SQL

WINS

23:1 Value to cost Ratio of MQL


THE BUSINESS PROBLEM ARE WE TRYING TO SOLVE

Sales Engine Content Marketing


Marketing <2005: Trade Shows


Marketing <2005: Advertising


Marketing <2005: Direct Mail


Sales <2005: Cold Calling


Lead-gen circa <2005

MARKETING SALES

Branding & awareness Sales reps found buyers, diagnosed pain, & prescribed solutions


Lead-gen 2015

MARKETING SALES

Branding & awareness Close the dealProspects diagnose their own pain, prescribe their own solutions, & short-list vendors


(Source: Marketing Sherpa)

Today, the B2B buyer finds the seller

80% of the time

Sales “hunting”

20% success


What they find is CONTENT


Punchline… Lead-gen Has Changed

<2005 2015

He who has the most sales reps wins He who has the most (good) content wins


Digital 1:1 Conversations

MARKETING =

SALES =


?Digital 1:1 Conversations

MARKETING =

SALES =

?

?

?


It takes a “fractional village”

Role

Marketing Program Manager

Marketing Automation Specialist

Database Marketing Manager

Social Media Specialist

Web Designer- developer

Art Director

Content Strategist

Copy- writer

Copy Editor

Video- grapher

Video Editor TOTAL

Salary $66,663 $70,128 $59,934 $48,159 $42,549 $50,856 $56,791 $45,150 $49,513 $37,880 $49,870 $577,493


It takes a “fractional village”

Role

Marketing Program Manager

Marketing Automation Specialist

Database Marketing Manager

Social Media Specialist

Web Designer- developer

Art Director

Content Strategist

Copy- writer

Copy Editor

Video- grapher

Video Editor TOTAL

Salary $66,663 $70,128 $59,934 $48,159 $42,549 $50,856 $56,791 $45,150 $49,513 $37,880 $49,870 $577,493

% FTE Needed

50% 50% 30% 50% 50% 33% 15% 50% 25% 10% 10%

Fractional Cost

$33,332 $35,064 $17,980 $24,080 $21,275 $16,782 $8,519 $22,575 $12,378 $3,788 $4,987 $200,759


HOW SALES ENGINE SOLVES THE PROBLEMSales Engine Content Marketing


Content | Content Planning

Discovery Document

Content Audit

Content Planning Workshops

Content Strategy Document • Program summary • Content audit findings • Editorial calendar (assets & topics) • Video production plan (XLS)


Content | Editorial Calendar

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Sample Strategy Engage brokers RFP Season Prime selling seasonYear end

Develop EdCal content strategy based on Sales and Marketing seasonality

Content Campaigns

✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

Content Themes (High probability pains)

Pain #1

Pain #2

Pain #3

Pain #2

Pain #1

Pain #3

Pain #2

Pain #1

Pain #2

Pain #1

Pain #3

Pain #3

Align the major content themes (pain points) to the selling seasons

Specific content topics for each campaign planned


Content | Content Development

Video InterviewsRecorded Workshops

Phone Interviews

Content Development Team


Conversion Content Offer

Content | Content Assets

Campaign Content Conversion Content

White papers Infographics

Enhanced Video Custom

SEO

Embedded Video

Gated Offers


Inbound Campaigns | SEO

On-page SEO HTML • <title> • <description> • <link href="http://urlslug"/> • <h1> • <p>content</p>

Content developed for people and Google


Inbound Campaigns | Social Media

Social media posts driving engagement with each content campaign


2) Most visitors browse but don’t convert (stay anonymous)

Inbound Campaigns | Retargeting

1) Visitors to your website get “cookied”

3) Banner ads on sites they visit make you look big and bring them back to your site


Outbound Campaigns | Targeted email & eNews

Based on monthly content themes • Targeted emails ! Campaign content = “What we have to say” • eNews ! 3rd party content = “They agree with us”


Onboarding Tasks

Ideal Prospect Profile (IPP)

Size addressable market Assess current data

Ongoing Execution

Review past performance Database growth recommendations

Segment and manage DB

Outbound Campaigns | Database


Outbound Campaigns | Campaign Playbooks

For each campaign content article • Campaign publishing details • Content strategy – high probability pain • Sales follow up

• Probing questions • Email script • Next steps


Marketing Automation| Lead Nurturing

MQL

SAL

SQL

• Automated drip campaign • Marketing or sales based emails

✓ Marketing ! branded content ✓ Sales ! text based ‘stay in touch’

Further nurture leads that aren’t yet ‘sales-ready’


Marketing Automation| Lead scoring & Sales Alerts

Lead Scoring Sales Alerts

CLICKS

DOWNLOADSVISITS

OPEN


Marketing Automation| Analytics

• Dashboards • Weekly meetings • Quarterly business reviews


Marketing Automation| Analytics

The bottom line…

Actual # Records

Actual % Conversion

ASP Value $/Record

Sales Engine Cost $/#

Value:Cost Ratio

Suspect 38,181 4.3% $40.79 [1] $0.49 83.2 to 1

MQL 1,658 22.1% $939.31 [2] $40.92 23 to 1

SQL 366 23.2% $4,255.11 $185.39

85 [3] $18,322 $798.27

SUSPECT

MQL

SQL

WINS


First 12 months (Sample)Month

#1 and #2Month

#3Month

#4Month

#5Month

#6Month

#7Month

#8Month

#9Month

#10Month

#11Month

#12

Content Theme

Onboarding

Pain #1 Pain #2 Pain #3 Pain #1 Pain #2 Pain #3 Pain #1 Pain #2 Pain #3 Pain #1

eNews (3rd party content)

Content Campaigns

Sales Engine produced content #/mo #/mo #/mo #/mo #/mo #/mo #/mo #/mo #/mo #/mo

Client produced content #/mo #/mo #/mo #/mo #/mo #/mo #/mo #/mo #/mo #/mo

SEO <h1> <h1> <h1> <h1> <h1> <h1> <h1> <h1> <h1> <h1>

Social Media

Email

Lead Conversion Text describing what content is proposed

Lead Nurturing Text describing what nurture is proposed


HOW MUCH DOES THIS COST?Sales Engine Content Marketing

Monthly Rate (billed quarterly) Essentials BaselineContent Marketing Team Executive Leader ✓ ✓Program Manager ✓ ✓Content Strategist ✓ ✓Managing Editor ✓ ✓Content Articles ( 750 +/- words) ✓ ✓White paper or Infographic ✓ ✓Video (talking head interviews) ✓Inbound & Outbound Campaigns SEO (on-page) ✓ ✓Social Media content posts ✓ ✓Email campaign(s) ✓ ✓Ad-retargeting ✓Curated content eNewsletter ✓Campaign playbooks ✓Marketing Automation Marketing Automation Software ✓ ✓Lead Nurturing* ✓Integration to web site & SFDC* ✓ ✓Sales Alerts* ✓ ✓Lead Scoring* ✓ ✓Analytics* ✓ ✓

“Baseline” program • $5,500/mo

(NEW) “Essentials” program • $2,500/mo • “Baseline” minus video,

ad-retargeting, eNews, playbooks, & lead nurturing

Ala carte’ • White papers • Infographics • Articles • Campaigns • Case studies • Editing client content • Website design • Video production


NEXT STEPSSales Engine Content Marketing


Next Steps

[TOOL] How Much Marketing Do You Need?

Paul Rafferty CEO co-founder, Sales Engine


THANK YOU!Sales Engine Content Marketing

Explosive B2B Sales Growth With Content Marketing

Business

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