7 Steps to Becoming a Performance-Driven Content Marketer

#CMWorld sept. 9, 2014

7 Steps to Becoming a Performance-‐Driven Content Marketer

presented by paul roetzer (@paulroetzer)

CEO | PR 20/20

what’s holding businesses back from achieving performance poten7al?

0%10%20%30%40%50%60%70%80%90%

100%

short-term impact proven long-term impact proven

29%36%

just 36% of CMOs have quan7ta7vely proven the short-‐term impact of markeOng spend. that figure

drops to 29% when demonstraOng long-‐term impact.

source: 2014 CMO Survey

@paulroetzer www.pr2020.com#CMWorld

on average, marketers depend on data for just 11% of customer-‐related decisions.

!source: CEB


http://blogs.hbr.org/2012/08/marketers-flunk-the-big-data-test/

B2B marketers say just 9% of CEOs and 6% of CFOs use markeOng data to help set corporate direcOon.

source: ITSMA, VisionEdge and Forrester


http://www.itsma.com/news/findings-from-the-2013-joint-forrester-itsma-and-visionedge-marketing-survey/

image: Xurxo Mar[nez

talent gap + tech gap + strategy gap = PERFORMANCE gap


http://www.flickr.com/photos/73637077@N00/26908009/in/photolist-3nUPc-3t6Ce-5BDXU-5PC7G-7bzyV-7moKx-7rU2Y-7xx6R-7WRbY-9Bt34-aES22-aES2P-aES3U-aES5i-b3sdy-c1Nqu-cxL8g-d6aQ9-frqgX-gJaHD-hmAi3-k4LLr-nrkpz-pSmfo-pYgMi-tcCp3-tU3US-ugMD9-yUFZ4-zBEJt-A5YF1-AYTc7-DgKU7-EBgwP-GaSsD-JKPgd-KUAFN-LpJK8-LtwcP-LTYHz-N11wV-Rm4AZ-S2VLM-W9mpz-29edYK-2QhDYU-2TNT7K-338R2h-42ZssZ-46EY26-47DCzD

there has never been a be_er Ome to be a (content) marketer


7 steps (actually 10) to drive performance


1) align expecta7ons and poten7al.


Define FoundaOon Projects

subjecOve analysis internal stakeholders 10 secOons 27 profile fields 132 factors 0-‐5 = liabiliOes 6-‐7 = neutrals 8-‐10 = assets

www.TheMarke7ngScore.com

generate leads86%

85% convert sales

build brand46%

51% increase loyalty

brand

leads

sales

loyalty

Source: PR 20/20’s 2014 Marke8ng Score Report

high-‐priority goals

@paulroetzer www.pr2020.com

brand

leads

sales

loyalty

key performance indicator (KPI) weaknesses at every stage of the marketing funnel affect the ability of organizations to achieve business goals.

n=318 PR 20/20 | 2014 Marketing Score Report

Growth Goals vs Marke7ng Budgets

0%

10%

20%

30%

40%

50%

Aggres

sive (>

20%)

Moder

ately A

ggress

ive (15

-‐20%)

Moder

ate (10

-‐15%)

Moder

ately C

onserv

a7ve (5

-‐10%)

Conser

va7ve (<5

%)

5%8%

14%

19%

32%38%

21%

12% 12%

6%

Growth Goals Budgets

misaligned expecta7ons?

Source: PR 20/20’s Marke8ng Score Report

Average Scores by Section

Business Cores

MarkeOng Cores

Audiences

MarkeOng Team Strength

MarkeOng Technology UOlizaOon

MarkeOng Performance

Social Media MarkeOng

Lead Sources

Public RelaOons

Content MarkeOng0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

25%

29%

32%

39%

41%

44%

47%

50%

56%

63%

Source: PR 20/20’s 2014 Marketing Score Report

Business Cores (63%) and Marke7ng Cores (56%) are the highest rated secOons. Lead Sources (32%), Public RelaOons (29%), and Content MarkeOng (25%) are the lowest.

n=318


2) commit to core strength.


of marketers say their lack of skills is impacOng revenue in some way !source: 2012 MarkeOng Skills Gap Report

75%@paulroetzer www.pr2020.com#CMWorld

http://blog.eloqua.com/marketing-skills-gap/

of companies lack necessary digital skills in key areas of social media, mobile, internal social networks, process automaOon, and performance monitoring and analysis. !source: Capgemini ConsulOng

90%@paulroetzer www.pr2020.com#CMWorld

http://ebooks.capgemini-consulting.com/The-Digital-Talent-Gap/index.html

capable of building, managing and execu/ng

fully integrated campaigns that produce results


content markeOng

build editorial strategies. develop and acOvate distribu7on plans. create effecOve copywri7ng that is buyer-‐persona focused, opOmized, technically sound and results driven. tell your brand story. integrate content into social, search, PR, lead nurturing and customer loyalty strategies.


data analysis

!

idenOfy top KPIs, and report the metrics that ma_er.

turn data into ac7onable intelligence. uncover anomalies, trends and opportuni7es. adjust strategies based on data, in real-‐Ome. Oe acOviOes to performance and bo_om-‐line results.


how do we find the unicorns?


businesses must take the ini7a7ve to mold their own modern marketers


assess markeOng team strengths and weaknesses

www.TheMarke7ngScore.com

h`p://bit.ly/performance-‐pack

6 classes, 43 categories, 947 companies

3) integrate at all costs.

#CMWorld@paulroetzer www.pr2020.com

Subscribers, fans, followers, leads, and customers choose when and where to interact with your brand.

They do not differen7ate between markeOng departments and channels.


analyOcs automaOon coding content digital ads email mobile public relaOons search social tech websource: Altimeter’s The Converged Media Imperative

the new marke7ng mix


http://www.slideshare.net/Altimeter/the-converged-media-imperative

http://www.slideshare.net/Altimeter/the-converged-media-imperative

4) take a full-‐funnel approach.


sample KPIs

website traffic social reach subscribers

lead volume lead quality score

lead-‐to-‐sale conversion rates cost of customer acquisi7on (COCA)

customer life7me value (CLV) customer reten7on rates recurring revenue

brand

leads

sales

loyalty


5) balance builders and drivers.


blogging martech stack media relaOons search engine opOmizaOon social engagement website

builders are recurring campaigns designed to create and expand assets


Website traffic

Inbound links

Lead volume

Lead-to-sale conversion rates

Lead quality scores

Cost of customer acquistion (COCA)

0 1 2 3 4 5 6 7 8 9 10

3.2

2.6

3.5

3.3

3.2

4.1

4.6

5.3

5.4

5.7

5.9

7.0

Blogging high performers (n=74)All others (n=244)

1.7x

1.8x

1.7x

1.5x

2.0x

1.4x

blogging high performers (8-‐10) dominate all others in a number of criOcal marke7ng performance metrics.

PR 20/20 | 2014 Marketing Score Report

Blogging High Performers vs. All Others by Performance Metrics


lead nurturing original research reports persona-‐based lead gen referrals retargeOng ads website conversion opOmizaOon

image: Pedro Moura Pinheiro

drivers are campaigns designed to capitalize on exisOng assets to accelerate success


http://www.flickr.com/photos/56044438@N00/2239658575/in/photolist-4pUQt2-4rQ2eT-4rQ2sg-4sSKkg-4v7yXc-4x2VzV-4y8wVk-4zXRzc-4BfPAU-4CCXqF-4D2Z4G-4EFuGM-4N1p8K-4NGiSs-4RASZu-4SiZ5p-4TGrgb-4WQUrU-53CS42-551ogD-5cqDaq-5f5tFU-5gHxon-5huNtv-5jMJ5W-5ot3TH-5pA9X5-5tDKNe-5vPuQY-5xpfmC-5xyACf-5yoD2z-5Dw7mX-5E7MwM-5Eooob-5FtwbM-5FMM3L-5J22Wo-5U2MHh-5XsdTM-62g69D-63CC1n-6569vt-65kSNC-68v8kn-69aWuJ-69WyZ9-6fcLF2-6fvNVs-6fW4xc-6jTWLT

sample monthly game plan

40 points

60 points

drivers 40%

builders 60%


6) personalize the customer journey.


the customer journey is personal and in perpetual mo7on


Source: Google

it is their journey, not yours


http://www.google.com/think/tools/customer-journey-to-online-purchase.html

Source: Chiefmartech.com

the customer journey does not follow a linear path defined by marketers


http://chiefmartec.com/2013/09/fire-funnel-5-stages-real-buyers-journey/

90% of daily media interac7ons are screen basedsource: Google, The New MulO-‐Screen World


http://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.html

B2B buyers may be

up to 90% through their journey before contacOng a vendor. !source: Forrester

image: Jayneandd@paulroetzer www.pr2020.com

http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey

http://www.flickr.com/photos/jayneandd/4450623309/


blog posts podcasts website video email

webinars mobile apps

tailored markeOng through a deep understanding of buyer persona needs + the ability to deliver personalized messages

Image: HubSpot

we have entered the age content, context and the customer experience


7) measure everything.


data > intelligence > acOon > outcomes


76% of marketers believe measurement is important, while only 29% believe they are doing it well.

!

source: Adobe


http://blogs.adobe.com/conversations/2013/09/digital-distress-what-keeps-marketers-up-at-night.html

markeOng dashboards that report ac7vi7es rather than business outcomes

are a major cause of the disconnect between marketers and the C-‐suite.

!

source: ITSMA, VisionEdge and Forrester


http://www.itsma.com/news/findings-from-the-2013-joint-forrester-itsma-and-visionedge-marketing-survey/

Source: HubSpot@paulroetzer www.pr2020.com

http://knowledge.hubspot.com/getting-started-with-hubspot/how-to-analyze-a-campaign-in-hubspot

Source: HubSpot

keep score of what ma_ers


http://knowledge.hubspot.com/getting-started-with-hubspot/how-to-analyze-a-campaign-in-hubspot


every campaign is a series of projects designed to achieve a goal

8) embrace agility.


always be activating


9) be remarkable and different.



create more value, for more people, more oien, so when it’s Ome to choose,

they choose you

new marketing imperative

10) move your markeOng forward.


“78 % of execuOves and managers indicated that digital transformaOon will be criOcal to their organizaOons within the next two years, yet 63% felt the pace of change in their organiza7ons was too slow. The most frequently cited

obstacle was “lack of urgency.”

—MIT Sloan Management Review and Capgemini ConsulOng


success is one of the greatest impediments to progress


a case study in performance-‐driven content markeOng


The organizaOon sought to infuse its sales pipeline with new leads, segment and priori7ze its exisOng lead database of 10,000+ contacts, drive short-‐term sales conversions through its web store, and idenOfy larger-‐scale enterprise sales opportuni7es.


go beyond storytelling great content answers quesOons, inspires, and mo7vates audiences to take ac7on


• integrated strategy • database segmentaOon • lead-‐scoring system • survey • premium content assets • landing page • smart lead forms • a/b tesOng (email and landing page) • social sharing • email workflows • sales integraOon • website CTAs • media pitches • analyOcs


• 1,980+ survey responses • 2,470+ ebook downloads • 1,720+ new contacts • 2,490+ web store leads • 1,170+ enterprise sale opportuni7es


1) align expecta7ons and poten7al. 2) commit to core strength. 3) integrate at all costs. 4) take a full-‐funnel approach. 5) balance builders and drivers. 6) personalize the customer journey. 7) measure everything. 8) embrace agility. 9) be remarkable and different. 10)move your markeOng forward.

paul roetzer, @paulroetzer !CEO | PR 20/20 author | The Marke8ng Performance Blueprint (Wiley, 2014) & The Marke8ng Agency Blueprint (Wiley, 2012) creator | MarkeOng Score & MarkeOng Agency Insider

www.pr2020.com

7 Steps to Becoming a Performance-Driven Content Marketer

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