NEDMA14: Using Content Marketing to Generate High-Quality Leads - Jane Buck
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Transcript of NEDMA14: Using Content Marketing to Generate High-Quality Leads - Jane Buck
Using Content Marketing to Generate High Quality Leads
@janebuck [email protected]
Jane Buck [email protected] @janebuck
power
You may not know us, but we
the some of
biggest companies on the
internet
Jane Buck [email protected] @janebuck
Jane Buck [email protected] @janebuck
Slow is the new downtime.
Jane Buck [email protected] @janebuck
A 1 second delay in page load time equals 7% loss in conversion, 11% fewer page views, and 16% decrease in
customer satisfaction.
Jane Buck [email protected] @janebuck
- 25% of leads are legitimate and should advance to sales.
- 79% of marketing leads never convert into sales. Lack of lead
nurturing is the common cause of this poor performance.
- 61% of B2B marketers send all leads directly to Sales
- 68% of B2B organizations have not identified their funnel
- 65% of B2B marketers have not established lead nurturing
- 79% of B2B marketers have not established lead scoring
Marketing to Sales – Is this a good lead?
Jane Buck [email protected] @janebuck
Jane Buck [email protected] @janebuck
What does this mean for marketers?
-Companies have the chance to meet their prospects earlier in the process than ever
-Marketing must keep the relationship moving forward: - for a longer period - synchronizing their communications throughout the buying process - with multiple parties who have different agendas - through a wide variety of media
-Set yourself up to respond to buying signals in real time
Jane Buck [email protected] @janebuck
Content Marketing generates better leads!
Content moves the buying process from inquiry through to the purchase with evaluation points in between.
Deploy content by mapping content into 3 main stages of the decision making process.
#relevant
AwarenessConsideration Purchase
Jane Buck [email protected] @janebuck
Content Types
White Papers
Webinars
Case Studies
Photos/Images
Blog
Comparison
Charts
Video
Tech
Articles
Infographic
Analyst’s
Research
Product Sheets
Tools/Calculators
FAQ/How to
Buyer’s
Guide
Website
Surveys
Jane Buck [email protected] @janebuck
Develop Testimonials
Listen to Sales & Customers
Listen to Social Media
Incorporate Feedback
Repurpose Content
Blog Daily
Start ANYWHERE!!
Start EVERYWHERE!
Jane Buck [email protected] @janebuck
Jane Buck [email protected] @janebuck
Content Build Process
Editorial Calendar - Webinar – 3rd Wed - White Paper - Case Study - Video - Social - Blog
Know where it slots in Sales ProcessInterview Expert(s) or Repurpose ContentDesign/Layout
Jane Buck [email protected] @janebuck
One asset – Many uses!!
Pull 5-10 tweets out of each asset
Film and Edit video footage for multiple formats
Plan product shots for many angles
Rewrite for article links
Look for the infographic opportunity
Jane Buck [email protected] @janebuck
Who said a White Paper had to be vertical??
Jane Buck [email protected] @janebuck
This slide left blank.
Jane Buck [email protected] @janebuck
Clearly Define Targets – Personas
Provide Synopsis – Preview Image
Set Naming Conventions for Data Delivery
Align with Marketing Automation
Communicate with Sales
Provide detailed feedback
Jane Buck [email protected] @janebuck
Listen to Vendors for Optimization Ideas
Jane Buck [email protected] @janebuck
Content has a shelf life
- Avoid Unnecessary Dating
- Review assets early and often – Use external thought leadership or internal talent - Set responsibility for who tracks an asset through its lifecycle
- Require that assets be evaluated to make sure they are still relevant to current realities and needs.
- Change gated content to FREE range content for SEO
Jane Buck [email protected] @janebuck
Get Granular – Think Unique
Lead Source - FEW, align with budget or org
Lead Source Type – MANY , timestamp, tactical
Asset Type - FEW
Asset Type Description – MANY, versions, revisions
Jane Buck [email protected] @janebuck
Where to next??
Content Build and Review - get on the Calendar
Reach out to Media Vendors for review and feedback
Apply Scoring mentality to Media and Content Deployment
More Infographics and Video (try animation)
Scale Webinars