Content marketing for lead nurturing
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How is content being used to support b2b lead generation and nurturing? What’s working best? And how can you measure its success? Presentation from MicroMedia's after summer b2b event in Helsinki on 20 September 2012. Including some examples of successful b2b marketing campaigns with great content at their heart.
Transcript of Content marketing for lead nurturing
O2 Lme Account based marketing Nurture support
Successful lead nurturing runs on great content
Paul Everett, The Marketing Practice
The Marketing Practice 2012
The Marketing Practice
One of the UKs top 10 B2B agencies
Running integrated (content, telemarketing, digital, events) campaigns for 10 years
For clients including
The Marketing Practice 2012
Over the next 40 minutes
How is content being used?
Whats working best?
Tips for creating the best performing content
The Marketing Practice 2012
Signs that we need content marketing
Buyers are increasingly doing their own research
Youre invited into sales process too late to influence the deal
Outbound campaign response rates dropping (and cost per lead rising)
Sales teams struggling to memorably pitch your USPs
We already spend around 25% of marketing budgets on content
The Marketing Practice 2012
Great content needs a metaphor, so here goes
The Marketing Practice 2012
Without content
It would be like
The Marketing Practice 2012
Its a long process from interest to decision
The Marketing Practice 2012
Finding a first date
The Marketing Practice 2012
Finding a first date
The Marketing Practice 2012
Do you mostly find content through search engines or through your social media network?
The Marketing Practice 2012
10
Content Examples
The Marketing Practice 2012
Content marketing is over 100 years old
Michelin guide launched in 1900
Information on petrol, garages, restaurants & accommodation
Given away free to encourage road travel (and sell more Michelin types)
The Marketing Practice 2012
Canon Prospect Engagement
The Marketing Practice 2012
The Chordiant Customer Experience Maturity Model
Research and benchmarking tool promoted via LinkedIn, Google, Wikipedia, blog sharing, employee social media advocates and direct outbound communications90 enquiries per month converting to 180 sales leads over 12 monthsSigned Vodafone as a client and attributed 32m pipeline in EMEA
The Marketing Practice 2012
14
O2 Business readiness
In February 2012, two thousand of O2s HQ staff didnt come into the office.A unique story to bring to life O2s flexible working proposition
Everyone from Sales through to prospects engaged by the story
The Marketing Practice 2012
O2 Business readiness
Its rather refreshing to see a big tech company actually do this kind of thing rather than just talk about it.
Everyone from Sales through to prospects engaged by the story
The Marketing Practice 2012
Building great content
The Marketing Practice 2012
Creating great content learning from affiliate marketing
The Life Force 8* basic human needs:
Survival, enjoyment of life, life extension.
Enjoyment of food and beverages.
Freedom from fear, pain, and danger.
Sexual companionship.
Comfortable living conditions.
To be superior, winning, keeping up with the Joneses.
Care and protection of loved ones.
Social approval.
*Ca$hvertising by Drew Eric Whitman
The Marketing Practice 2012
What are the audience looking for?
The Marketing Practice 2012
What are the audience looking for?
The Marketing Practice 2012
What are the audience looking for?
The Marketing Practice 2012
What do you want them to know?
What do theythink now?
How do we sell the next step?
Whats the value to them of spending an hour with you?
The Marketing Practice 2012
What can you be an expert at?
The Marketing Practice 2012
Planning methodology
The Marketing Practice 2012
Tracking the ROI integrated with telemarketing
Leads with 13%of target market
580k Marketing Investment
42m Sales72 times investment
250k Marketing Investment
5.37mWeighted pipe -
Weighted ROI21 times investment
Marketing Investment600k
Generated:Weighted pipe - 12m
Weighted ROI20 times investment
490m Pipeline
68 client workshops
The Marketing Practice 2012
Closing thoughts
Tom UpfoldTM Natural calls to actionSelling the benefits of the next step rather than the end propositionWhy should I give up my time to meet you?Capture their interest first, then qualify them (not vice-versa)
Aligned with Sales, not necessarily just to SalesInteractive content marketing and experiences put Marketing closer to the audienceWill it drive results that count?
Plan Year 2 from Day 1How we will prove success? (dont start without it)What else will we want to do?What will we do when our content is a year out of date?
The Marketing Practice 2012
Thank you
The Marketing Practice 2012
