#TTGTSummit | www.techtarget.com/ForMarketers © TechTarget Worldwide ROI Summit

Byrony Seifert Sr. Director of Product Management and Operations, EMEA and Publisher, France and Germany

Creating an effective content strategy model

Why are we still presenting about content?

© TechTarget 2

● First engagement ● Identifies your brand ● Your company’s voice

without human interaction ● Still not connecting

marketing objectives with the content being using for messaging, demand generation and nurturing

The Triangle of Content Marketing

© TechTarget 3

Demand Generation

Discovery

Content Marketing

Nurturing

Delivering action items for you to get started

© TechTarget 4

Elizabeth Smyth, Marketing Director, Marketo EMEA Ltd

Natasha Sandoval, Manager, EMEA Marketing Campaigns, HP Enterprise Services

Richard Robinson, Director, Google

Getting Started – Steps to moving forward

© TechTarget 5

● Create a content inventory – a black and white document listing what you have available

● What does content mean to you?

● It’s not all about white papers!

Product Descriptions

Demos Comparisons

Streaming Media

Thought Leadership Customer Discussion

White papers

Analyst Technology Trends

Categorise your content and highlight the holes

© TechTarget 6

● Categorise your content – listing by type and topic ● Index by type, topic, language, buying stage, length ● Once complete do an analysis to highlight the holes

• Awareness • Consideration • Decision

Buying Stage

• BYOD • Network

Management • SDN

Topic • French • German • English

Language

Europe Germany France Spain UK Rest of Europe

RULE ONE: 20% Awareness/ 50% Consideration/ 30% Decision

7

For each of the following types of content, please select each stage of your purchasing process in which you would find it most effective

17% 21%

29% 24%

39% 43%

27% 31%

40% 21% 22%

26% 19%

17% 14%

37% 40%

32% 36%

21% 24%

32% 24%

16% 23%

19% 15%

20% 12%

7%

29% 18%

16% 13%

11% 4%

10% 9%

4% 6%

7% 6%

5% 4%

1%

Trial software downloadsVendor comparisons

Online vendor demosCustomer case studies

Product literatureWhite papers

Webcasts/WebinarsPeer-generated insight

Online videoseBooks

BlogsVirtual trade shows

InfographicsPodcasts

Online banner advertisements

Identify technologyproblem/need

Researching/comparing specificproducts and vendors

Making a vendor short-list andfinal purchase decision

© TechTarget, 2013/2014 Media Consumption Report

RULE TWO: Before you think ‘prospect’ think ‘market’

© TechTarget 8

Increasing Activities Decreasing Activities

Increasing Lead Ratio

Decreasing Lead Ratio

Stage 2 – “Mainstream” Asset Overweight (Consideration)

Stage 4 – “Death” (Decision)

Editorial Vendor

Stage 1 – “Hype” Asset Overweight (Awareness)

Stage 3 – “Maturity” Asset Overweight (Consideration, Decision)

RULE THREE: Make sure content is digestible

© TechTarget 9

● Who is your audience?

● Length of content is very important.

● General Rule to follow - No more than 7 minutes for a video and no longer than 5 pages for a white paper.

RULE FOUR: Variety is important

© TechTarget 10

RULE FIVE: Quality is more important

11 © TechTarget

- Inform about a concept - Teach a how-to - Inspire - Entertain - Persuade - Start a discussion - Create controversy - Share an opinion - Communicate industry

knowledge

Defining a Content Purpose

Source: Adapted from CMI

12

Questions?

Worldwide ROI Summit | © TechTarget

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Engaging today’s Digitally-Empowered Buyer

Liz Smyth EMEA Marketing Director

@LizSmyth #TTGTSummit

#TTGTSummit @LizSmyth Page 14

Leader in cloud-based marketing software >3,000 customers in 36 countries

>200 ecosystem partners

>40,000 Marketing Nation community members

>500 employees in U.S., Europe, Australia, Israel

Thought Leader driving the market agenda

Marketo Fast Facts

(MKTO) (Leader)

THEN NOW

Information: SCARCITY

Purchasing Power: SELLERS

Organizational Power: SALES

Information: ABUNDANCE

Purchasing Power: BUYERS

Organizational Power: MARKETING

Unprecedented Changes in Buying

#TTGTSummit @LizSmyth Page 16

Why Nurture your leads?

• % new Prospects not sales-ready: 81% • Prospect to Lead time: 123 days average • % Slow Leads: 66%

LEAD NURTURING

AND SCORING

Lead Nurturing Relevance 1. BUYING STAGES

• Early (Pre-MQL) • Mid (MQL) • Late (Opportunity) • Customer

2. PERSONA • Marketer • Sales • Executive

Get The “Definitive Guide to Lead Nurturing” www.marketo.com/DG2LN

3. DYNAMIC CUSTOMIZATION • Industry Wrappers • Size Specific Examples • Localization

Early Stage Thought leadership and best practices to build brand and awareness

Types of Content

Middle Stage Buyers guides, RFP templates and industry information to help structure research

Late Stage Company-specific information to help evaluate and reaffirm selection

Content must always be relevant and helpful

Creating Conversations at Scale

#TTGTSummit @LizSmyth Page 20

“Who I am is less important than what I do”

#TTGTSummit @LizSmyth Page 21

Trigger & communicate based on behavior

Triggered Nurture Standard Nurture Lift

Open % 34.0% Open % 21.7% 57%

Click to Open % 37.1% Click to Open % 23.4% 59%

Click % 12.6% Click % 5.1% 147%

Apply Science to Content

Transformation of Marketing…

Customer System of Record REVENUE

EFFECTIVENESS Drive conversion to sale

• Prospect Prioritization • Offer Prioritization • Social Selling • Productive Prospecting

RELATIONSHIP MARKETING Lifetime dialog with customers based on behaviors and interest

• Nurturing and Scoring • Email Marketing • Targeted Advertising • Marketing Automation • Event Marketing • Customer Engagement

INBOUND MARKETING Ensure potential customers can find you

• Content Marketing • SEO / SEM • Social Campaigns • Landing Pages

ANALYTICS & MEASUREMENT Understand impact of marketing and optimize marketing investments

• Budgeting & Planning • Spend Analysis • Cross-program Allocation • Opportunity Analysis • Revenue Attribution

…REQUIRES A COMPLETE PLATFORM

#TTGTSummit @LizSmyth Page 25

Key Takeaways If you’re staring out

1. Get aligned with sales on how you’ll determine what is a sales ready lead

2. Start small but start soon. This is a journey that will evolve and grow with your content strategy and your company

If you’re already nurturing

1. Take the step to behaviour based nurture. Real-time engagement

2. How’s your nurturing impacting opportunities won, cost of sale-ready leads, engagement?

Remember: it’s about Conversations – not campaigns!

#TTGTSummit @LizSmyth Page 26

Additional Resources

Enterprise Content Marketing: 2014 Benchmarks, Budgets and Trends http://marketo.com/Content-Marketing

The Definitive Guide to Marketing Metrics & ROI http://marketo.com/DG2MM

The Definitive Guide to Marketing Automation http://marketo.com/DG2MA

Marketo EMEA Ltd. Cairn House South County Business Park Leopardstown, Dublin 18, Ireland

Direct: +353.1.242 3000 blog.marketo.com www.marketo.com

LIZ SMYTH Director Marketing

lizs@marketo.com @lizsmyth

Contact Me

Marketo.com/resources

#TTGTSummit | www.techtarget.com/ForMarketers © TechTarget Worldwide ROI Summit

Natasha Sandoval, Manager, EMEA Marketing Campaigns and GWE/CEE Marketing, HP Enterprise Services

Case Study – HP Enterprise Services EMEA

Campaign Objectives and Content Strategy

© TechTarget 29

● HP Enterprise Services is in its 3rd year of running a campaign with TechTarget: - 1st year goal – increase external awareness and demonstrate it

to our sales organization

- 2nd year goal – start generating sales leads and create processes that allow for efficient follow-up

- 3rd year goal – sales leads are top priority

● Diversity of HP ES offerings and long sales cycles called for comprehensive content strategy with the right execution channels

Custom Nurturing through TechTarget: Delivering Marketing Qualified leads

● TechTarget uses various methods to engage HP target audience

● TechTarget nurtures and

scores responses to identify most “engaged” customers

● HP Sales receive

marketing qualified leads

30 Online ROI Summit | © TechTarget

Made possible by content strategy

Content breakout helps nurture leads down the research path & continually educate top funnel leads

© TechTarget 31

0% 50% 100%

2012

2013

2014

25%

27%

38%

52%

51%

43%

23%

22%

20%

AwarenessConsiderationDecision

● Everything starts with content “inventory”. No content = no campaign

● Content mix is aligned with customer’s research and buying stages and take into account:

- Topic - Buying stage - Type of content - Language

● Introducing new message slants content breakout to the earlier stages

2014 New Topic Awareness Cons. Decision

Workplace Mobility 62% 21% 17%

Message consistency through content: 3rd party validation, content type diversity

© TechTarget 32

● Audience is influenced by a range of contributor voices:

- HP content - Client references - Analyst reports – Forrester, Gartner,

etc - TechTarget editorial eGuides - ComputerWeekly Special Report

Series ● Content diversity important: White Papers,

Videos, Solution Briefs, Research Papers, Infographics, Case Studies

● Existing content provides message base while new content is created:

Year # of assets % cross-over from previous year

2012 103 2013 260 25% 2014 347 35%

Content evaluation & refresh helps craft a more balanced content mix.

© TechTarget 33

● Topics with YoY focus require consistent refresh

● Creation of in-language eGuides for 2014 increased awareness distribution

● Re-evaluating content mix

prevents performance fatigue and allows for refreshed nurturing

SAP HANA Content Distribution

SAP HANA Content Volume 2012 11 2013 26 2014 45

45%

31%

44%

54%

42%

27%

0%

27% 28%

0%

10%

20%

30%

40%

50%

60%

2012 2013 2014Awareness Consideration Decision

Localised content critical in maximising lead generation & nurture engagement

© TechTarget 34

2012 2013 2014French 0 14 41Spanish 6 13 40German 2 9 36Italian 0 5 32

0

14

41

6

13

40

2

9

36

0

5

32

-5

0

5

10

15

20

25

30

35

40

45

# of

ass

ets

In-Language Content ● Nurture response from regional leads (FR,

DE, ES, IT) within in-language nurture streams: - Open rates: 10% higher - Email CTRs: 2x higher

Top 3 To-Dos for Creating Localised Content

1. Identify assets in your content mix that

are suitable for translation + find out what is already available locally

2. Get the buy-in from the countries upfront (before they start panicking)

3. Find a GREAT translation agency, which will require very little re-work

Content + Nurturing help build HP brand and engage a larger rate of mid-stage prospects

Online ROI Summit | © TechTarget 35

● 2012 (Year 1) Lead nurturing builds message awareness

● 2013 (Year 2) Nurture cycle progresses and pushes prospects to later research stages

- 15% lead crossover pushes leads to the later stages - 2x SQL lead output

● 2014 (Year 3) Nurture cycle “restarts” - Even with new topical nurture streams, HP brand is

strong after 2x years - Continued high rate of Consideration-stage leads

Leads in Nurture Streams Awareness Consideration Decision Sales

2012 41% 36% 17% 5%

2013 23% 43% 24% 10% 15% lead crossover from 2012 to 2013

2014 38% 47% 13% 3% 3% lead crossover from 2013 to 2014

Consideration stage rate is high

even in early stages of 3rd year

of activity

Example of lead nurturing success— Belgium

● Senior Director ● Secure Digital

Enterprise ● FY14 nurture score = 29 ● Outputted to HP Sales

on 28 March 2014 ● Downloaded 3 HP

assets ● Took 2 weeks and 2

emails to move user through process

● Purchasing in the next 12-18 months

36 Online ROI Summit | © TechTarget

Downloaded “Understanding Big Data and Security” on March 11, 2014 via TechTarget email promotion

Downloaded “2013 Fourth Annual Cost of Cyber Crime Study” on March 13, 2014 via organic search

Score = 18 (2x Downloads, Director title, Project timeframe)

First Remessaging Email Sent March 18, 2014 – “San Diego County Claims Election Night Victory Following DDoS Attack”

No Response

Second Remessaging email sent on March 25, 2014 – “KPN Focuses on Information Security with HP”; Downloaded asset;

Score changed from 18 to 29. Outputted to HP Telequalification team

37

Questions?

Worldwide ROI Summit | © TechTarget