State of Demand 2013

State of Demand 2013

EMAIL MARKETING LEAD NURTURING

CONTENT MARKETING DEMAND GENERATION INBOUND MARKETING

Overview!

Research on Consumers

Current State 1:

Research on Companies 2:

3:

STATE OF DEMAND/OVERVIEW/2013

Marketing STATE OF DEMAND/INTRO/2013

Author: Marketing Automation For Dummies – 2014

Is my love, work, passion, and what I think about all day

every day

- Mathew “Sweezey”

STATE OF DEMAND/INTRO/2013

People

@msweezey


Strategy

@msweezey


Tools

@msweezey


People Tools Strategy

@msweezey

STATS 2013

CONTENT CONSUMER BEHAVIOR

SETH GODIN SUPPLY AND DEMAND

INCREASE IN CHANNELS

STATE OF DEMAND/STATS/2013

NASA MORE

POWER IN A GOOGLE

SEARCH, THAN ALL OF NASA HAD IN

TO PUT A MAN ON THE

MOON @msweezey


Attention Span 8

seconds

@msweezey

2/3 STATE OF DEMAND/STATS/2013

Consumer Executive Board

@msweezey

CONTENT

CONTENT CONTENT


- Seth Godin (1999) @msweezey

Cur

rent

Be

st Content Marketing

is king in the age of the internet

@msweezey


1960 !5 marketing

Channels 2013!

60+ marketing Channels

2020!100’s of

marketing Channels

Print

Radi

o Te

levisi

on

Dire

ct M

ail

Fax

Telem

arke

ting

Inte

rnet

Em

ail

Face

book

@msweezey

Cur

rent

Be

st Having strategies

which reach across multiple mediums.

@msweezey


294 Billion Emails

2 Million Blog Posts

250 Million Photos

PER DAY

@msweezey

(FRESH) RELEVANT ENGAGING


-Jay Baer (2012) @msweezey

Cur

rent

Be

st Relevance is the

name of the content marketing game

@msweezey

SHORT

Tracking FORMS




68%!Lie on custom questions

65%!Lie and give the wrong phone number

People when made to answer questions will lie

@msweezey

Cur

rent

Be

st Use forms to

protect your content

@msweezey

TRACK

DYNAMIC PEOPLE



STATE OF DEMAND/CONSUMERS/SURVEY

Pros

pect

s Marketer

@msweezey


Pros

pect

s Marketer

Read 50 pages, and downloaded a white paper


Has not done anything in 60 days


@msweezey

Cur

rent

Be

st Track individuals

with Marketing Automation to be relevant on a 1-1 basis

@msweezey


1960 !5 marketing

Channels 2013!

60+ marketing Channels

Content Convert using forms

Inboundsearch Tools Strategy

Who’s doing it Best?

Relevance

@msweezey

COMPANIES 2013 FORTUNE 500

MID MARKET SMB

FASTEST GROWING

STATE OF DEMAND/COMPANIES/FOURTUNE-500

500

Fort

une


Ente

rpris

e

@msweezey

STATE OF DEMAND/COMPANIES/MID-MARKET

Mid

M

arke

t

Mid

Mar

ket

@msweezey


STATE OF DEMAND/COMPANIES/SMB

Smal

l Bu

sine

ss

STATE OF DEMAND/COMPANIES/SMB

Smal

l Bu

sine

ss

@msweezey

STATE OF DEMAND/COMPANIES/SAAS

SaaS

C

ompa

nies


SaaS

C

ompa

nies

Sales+ Marketing + Technology = Winner


SaaS

C

ompa

nies

$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$

$$$

SaaS


SaaS

C

ompa

nies

1000’s 1-100 SaaS


SaaS

C

ompa

nies

Best

Pra

ctic

es

Forms

Marketing Automation

Best Practices

Ente

rpris

e

Mid

Mar

ket

Small

Bus

iness

es

STATE OF DEMAND/COMPANIES/OVERVIEW

@msweezey

SaaS

SaaS

SaaS


SaaS

C

ompa

nies

@msweezey

CONSUMER 2013 RESEARCH CYCLE

LEGNTH OF CONTENTEMAIL

WANTSNEEDS

Pros

pect

s

@msweezey

330


@msweezey

How do you engage?


Res

earc

h of

Pur

chas

e

Of survey respondents

start their searches on

Google.

96%

@msweezey


Res

earc

h of

Pur

chas

e

Agree: “As my search deepens on a subject, my search terms usually become more refined as well.”

99%

@msweezey

Life

C

ycle Understanding how

consumers find information to make informed decisions

@msweezey


76% go back to Google

Con

tent

Eng

agem

ent

times to research a purchase

@msweezey


12 3@msweezey

Dia

gram

of R

esea

rch

New

Be

st Understand Stage

Based marketing

@msweezey


1 2 3 4 5

Higher Price = More Stages of Research

Con

tent

Eng

agem

ent

91% Agree: Price and Amount of research are directly correlated.

@msweezey

Res

earc

h Understanding how consumers gather information to make informed decisions

@msweezey


Of survey respondents said they want different content at each stage of research.

77% C

onte

nt E

ngag

emen

t

@msweezey

Con

tent

Eng

agem

ent


Batch Research

Consumers goal is to obtain enough information to make an

informed decision. Multiple documents at one time.

@msweezey

New

Be

st Understand

“RESEACH” and creating content to support your lifecycle

@msweezey


Best

Pra

ctic

es

Con

tent

1 2 3

@msweezey

Cas

ual

Rea

ding

Understanding how consumers engage with content on a daily basis

@msweezey

Con

tent

Eng

agem

ent


Single Casual Reading

Consumers goal is to stay informed on their industry,

profession, or topics of interest. Rarely do you dig deeper.

@msweezey

New

Be

st Understand

“Casual Reading ” and creating content to support rapport building and SEO

@msweezey


Prefer content to be less than 5 pages. Only 1.7% would prefer more than 5 pages.

71% C

onte

nt E

ngag

emen

t

@msweezey

Emai

l N

urtu

ring

Understanding how consumers engage with disruptive marketing

@msweezey


Of survey respondents said email is their primary channel of communication.

90% Em

ail N

urtu

ring

@msweezey

New

Be

st Understand

LIFE CYCLE NURTUING and creating campaigns with goals to support your lifecycles

@msweezey

Emai

l Nur

turin

g


Subject

@msweezey

Copy CTA


Best

Pra

ctic

es

Cop

y

@msweezey


2

Best

Pra

ctic

es

Subj

ect L

ines

@msweezey

1 3


Research

Best

Pra

ctic

es

Con

tent

@msweezey

New

Be

st Understand

Secondary CTA’s to help move people through the stages

@msweezey


Best

Pra

ctic

es

Con

tent

@msweezey

John,

Here is an case study from Comscore showing how they changed their email programs to drive more revenue. I thought you’d enjoy reading it. Or if you’d here is a worksheet they used to help them start on their process. Best, Mathew Sweezey

2 3

Attention Span 8

seconds

@msweezey



Best

Pra

ctic

es

Con

tent

@msweezey


Best

Pra

ctic

es

Con

tent

1 2 3

Blog Articles Industry

Blogs -Any content about how to do their job

better

Case Study Video

Interviews -Any content about how

others benefited

Buyers Guide Comparisons Sales Sheets -Any content

about why you are the best

choice

@msweezey

New

Be

st

@msweezey


Con

clus

ion

@msweezey


Con

clus

ion

@msweezey

Life Cycle 1 2 3


Questions

State of Demand 2013

Technology

Transcript of State of Demand 2013