Nurture with Content: Accelerate the Middle of Your Funnel
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Transcript of Nurture with Content: Accelerate the Middle of Your Funnel
Meagen Eisenberg – VP of Demand Generation at DocuSign @meisenberg
Nurture with Content: Accelerate the Middle of Your Funnel
The next 30 minutes
§ What does your content funnel look like? § What do you need to build out your content? § People § Technology § Process
§ Content development cycle § Demo middle of the funnel content § Measure of success § Results
What does your funnel look like? Deliver the appropriate marketing mix at the correct buying stage to accelerate revenue
Need Learn Evaluate Negotiate Purchase Implement Advocate (Trial starts here à)
Middle of the funnel
What do you need to build out your content?
People
§ Marketing § Web team
§ Sales § Customer success &
support § Analysts § Thought-leaders § Partners
People Technology Process
Syndicate targeted content at the right stages
§ Marketing Automation Platform (MAP) § Marketing database § Email platform and response
tracking § Lead scoring and nurturing § Sales enablement tools § Website-activity for website
triggered nurturing
§ Targeting and personalization platform § Web form optimization § Website optimization
People Technology Process
Are your forms collecting the correct information for targeted content delivery and nurturing?
§ SiriusDecisions says 5 or less § What are the key fields?
§ Name § Title § Email § Phone § Company
§ What are the necessary hidden fields? § Industry § Company size § Location info (City, State, Country)
People Technology Process
Why content delivery at middle of the funnel?
• Align sales cycle with buy cycle • Reduce “lead wastage” – plug
the leak! • Notify sales when prospect
exhibits “ready to buy” signals • Move from trial to buy • Cultivate prospects with longer
term buying horizons • Align resources to lead value
People Technology Process
Content design and delivery is art wrapped in technology
Understand your content needs - map your buyer’s journey to your sales cycle
Rows 1. Buyer’s journey 2. Lead score and stage (A -> D, pre-qual, attempt, qualified, etc.) 3. Definition of your agreed stages with sales 4. Gates to get through for buyer 5. Content and tools to achieve next stage 6. Existing content, tools & resources 7. Identify content gaps
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People Technology Process
Mind the gap
Content development cycles
§ How do you get content? § Create vs. curate
§ How do you use content? The Solution Sale § Top of funnel – focus on buyer’s interest and thought-
leadership such as third-party whitepapers, videos verses your product content
§ Middle of funnel – case studies, peer reviews, demo/experience, differentiation (ex. security), how-to videos and whitepapers for trial
§ Late-stage funnel – product briefs, house whitepapers, why you are the best solution
§ How often do you refresh it?
Perfection is attained, not when
no more can be added, but when no
more can be removed.
-Antoine de Saint Exupéry
1900-1944
Show me
Business trial content nurture experience
Business trial content nurture experience
Business trial content nurture experience
Business trial content nurture experience
Business trial content nurture experience
Business trial content nurture experience
Business trial content nurture experience
Business trial content nurture experience
Business trial content nurture experience
I would have written a shorter letter, but I did
not have the time
-Blaise Pascal 1623-1662
Content system to accelerate the funnel with content delivery programs
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Need Learn Evaluate Negotiate Purchase Implement Advocate
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Default EMEA
(Trial and demo starts here à)
ProTrial
NARTrial
BizTrial
Biz Customer Welcome
DS Ink
Usage Rewards
Low usage
Credit Unions
Insurance
Education
Industry:
Marketplace/Connector:
DS for Salesforce
MS Dynamics
SugarCRM
Box
Google Drive
Google Ent Apps
Alfresco
Yahoo – coming soon
BizTrial EMEA
Biz Customer Welcome EMEA
CC Expiration
Anti-churn:
Web-activity triggered
Connector base (EMEA)
Developer
Mobile
NAR Pro Free
RE/NAR Pro
Web Customer
Rate + Review
HiTech
Banking No usage Healthcare
DocuSign Confidential
Reengagement
HR
Department:
Lost to Competitor
Measure what matters – you can’t manage what you don’t measure
Measure of success – what’s working and not?
§ It’s NOT just Email analysis (A/B testing and email / content engagement)
§ Opens, clickthroughs, form submissions, forwards § Unsubscribes
§ Was end goal of content/nurture program obtained?
§ Did you increase trial conversions to buy? And reduce time to buy from trial?
§ Did you reduce churn?
§ Did you reduce the sales cycle by leveraging content? § What opportunities were influenced by your content assets?
§ Measure opportunity revenue with campaign tracking
§ Blind form submits
Results from smart use of content
§ Lead and deal acceleration machine § Marketing efficiencies – small group can operate
at large scale § Documented processes and robust reporting § Growth in business - Increase in conversion
rates, pipeline and revenue, reduction in churn § Strong partnership between sales and marketing § Marketing execution and input valued at the
executive level
Content is King at all stages of the funnel, especially middle
Content Marketing Bootcamp February 21, 2013
San Francisco, California hosted by