Models From Mid Funnel Content Campaigns
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21-Oct-2014 -
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Transcript of Models From Mid Funnel Content Campaigns
PRESENTED BY
Models From Mid Funnel Content Campaigns
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! Overview !
! This panel will present real world success stories from lead nurturing campaigns, including warming up stagnant leads and accelerating the conversion rates on targeted accounts entering the pipeline.
! Panel Speakers !
! Clayton Stobbs, Compendium!! Rob Yoegel, Monetate!! Thomas Koletas, Madison Logic!
Session overview and agenda
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“Content marketing is all
the marketing that is left.”
Seth Godin Best Selling Author
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Can you think of the top 30 topics prospects and customers might be
interested in?
TOPIC MODELING EXERCISE
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6 TOPIC MODELING EXERCISE
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7 TOPIC MODELING EXERCISE
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Awareness Consideration Inquiry Purchase Retention
FUNNEL STAGES
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9 GREAT CONTENT ANSWERS CUSTOMERS’ MOST PRESSING QUESTIONS:
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10 THE CONTENT MATRIX
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11 SIMPLE MATH
So, how much content do you need?
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5 Personas x 30 Topics x 5 Funnel Stages --------------------------- 750 PIECES OF CONTENT
SIMPLE MATH
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Case Study
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14 CASE STUDY: TYPES OF CONTENT
HEAVY WEIGHT: Traditional Articles & Paid Content Cost: $21 - $2,000
MIDDLE WEIGHT: Q & A Content Cost $10
LIGHT WEIGHT: User Generated Content Cost: $2
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15 CASE STUDY: HEAVY WEIGHT
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16 CASE STUDY: MIDDLE WEIGHT
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17 CASE STUDY: LIGHT WEIGHT
PRESENTED BY
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Rob Yoegel Content Marketing Director @ Monetate
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Thomas Kolestas SVP Advertising Programs, Madison Logic
PRESENTED BY
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! Timeliness!
• Leads from Content are often not called or e-mailed for up to 2 weeks. (Madison Logic Lead Focus data)!
• Sales People Abandon Leads after 2 calls on average when it takes 6 Attempts to Make Contact (2011 eMarketer)!
! Remedies!
• Instant Nurturing!• Fine Tuning Marketing Automation with Intent Data!• CRM Retargeting!
How Do Good Leads Get to the Middle?
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Discovery Phase- Shorter than you think!
• Discovery Period: 1-10 days for research download activity
• Optimal nurturing opportunity is within the first five days
• Average downloads for a topic by one prospect is 3-5 papers
Optimal Time to Nurture
Number of Days
Perc
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Number of Days N
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ownl
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Methodology • 2012 Data Review • Over 2 Million Downloads
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Instant Nurturing A/B Test
Methodology:!!1. Split registrants into 2 equal groups!2. Standard Email reminders for Group A (control group)!3. Standard Email reminders + Instant Nurturing for Group B
(experimental group)!4. Record total # of registrations for each group!5. Analyze!
Hypothesis:!!Webinar registrants that have received Instant Nurturing will yield a higher attendance rate than those that did not receive Instant Nurturing. !
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Instant Nurturing™ Case Study
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Data Match ™ Behavioral Analytics
Feed Marketing Automation!Platforms Behavioral Data for Smarter Lead Nurturing.!!Discover Plan-to-Purchase !Trends at the Customer and Account Level !!Pinpoint Influencers and Decision Makers Faster During the Buying Cycle!
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! Panel Speakers !
! Clayton Stobbs, Compendium - @cstobbs !! Rob Yoegel, Monetate - @RobYoegel !! Thomas Koletas, Madison Logic - @madisonlogic !
Panel Discussion Time