Demand Success

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Who Rules the Future of

Marketing?

Content Marketing is on the Rise!

“Content marketing has

reached a perfect storm - all

channels are growing” ~ Custom Content Council

“58% of marketers will

spend more on marketing in

next 12 months” ~ Content Marketing Institute

Content Marketing is the New, New

Thing

Marketers Believe in the Power of

ContentContent – most

effective & most

difficult tactic

One Problem with Content

Marketing Today

Content Marketing Today is All Art, No

Science

The Art of Content

The Science of Content

Content Science = Discovery of Hidden Insights:

• What Stories are My Buyers Interested in Right Now?

• What Content is Most Effective in Building Awareness?

• What Content is Most Influential to Lead Conversions?

• What Content Topics are Resonating with Specific Buyer

Personas?

The Future of Marketing is About

Big Data and Analytics

Who Will Own the Future of

Marketing?

Data Geeks Creativesversus

Reasons Why

Creatives Will

Rule…

The Future of Marketing is

More Content, Not Less#1

“78% of B2B Marketers produce more content than they did prior year”

~ Content Marketing Institute 2014

Why Creatives Will Rule the Future of

Marketing

Most Marketing Content Won’t Be

Created By Corporate Marketers

The Rise of User Generated Content

___________

Engagement = Intellect + Emotion

_________

Data & Metrics Cannot Create

Engagement#2

Why Creatives Will Rule the Future of

Marketing

Left Brain versus Right Brain

Metrics“average number of blog visits in past 30 days”

Statistics“percentage of unique

blog visitors that convert to leads”

Analysis“the most effective

combination of content in converting buyer persona”

Left Brain versus Right Brain

Humor“how to use humor to engage buyer”

Inspiration

“how to inspire buyers toward brand affinity”

Sentiment“how to tap into

prevailing sentiment to promote ideas”

#3

_______

Information_______

_______

Insight_______

_______

Data_______

Marketing Technology Tools Are

Getting Better…

________________

Consumerization of Marketing Tech =

Zero-Day Onboarding + Self-Discovery

________________

… and Easier#3