Why Nearshore Outsourcers Need to Adopt Compelling Content Marketing for Demand Generation
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Content Propulsion B2B Demand Generation Through Compelling Content Marketing
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Transcript of Why Nearshore Outsourcers Need to Adopt Compelling Content Marketing for Demand Generation
Content Propulsion
B2B Demand Generation Through Compelling Content Marketing
Nearshore and the U.S. Market
Latin American outsourcing market will grow 10% through
2017- Gartner
But Latin America is only 5% of Global Outsourcing
Industry- KPMG
“...spend very little money on sales, marketing and branding.” - Deborah Kops,
Sourcing ChangeSource: Nearshore Americas, http://www.nearshoreamericas.com/outsourcing-lack-marketing-branding/
The Explosion of Content Marketing
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action.”
- The Content Marketing Institute
“With content’s high adoption rates, great potential to provide measurable business benefits, and enterprise-wide appeal, a strategic content marketing program is virtually essential to staying competitive in today’s marketplace.”
- Joe Pulizzi, The Content Marketing Institute
“Every one of you is a media company…If you're not putting out stories, you basically don't exist…you are being drowned out by the massive volume of content that is being put out by literally everybody else.”- Gary Vaynerchuk, Wine
Library TV
A HOLISTIC, DATA-DRIVEN METHODOLOGY
THAT LEVERAGES HOW PEOPLE BUY TODAY
70% of B2B marketers are creating more content than they did one year ago- Content Marketing Institute, 2015
The average B2B organization spends 28% of its marketing budget on content- Content Marketing Institute, 2015
Why content and inbound: how the internet has changed things
THE TRADITIONAL MARKETING PLAYBOOK IS BROKEN
• Client Referrals• Networking• Tradeshow Marketing• Sponsorships• Direct Mail• Print Advertising• Cold Calls• Sales People with a “Rolodex”
Meet Relationship Expertise Trust Client
• 84% of buyers engage in Zero Moment Activities (Online Information/Education)
• 10.4 Pieces of Information in the Buyer’s Journey Prior to Purchase
…57% of the sales cycle is complete“before a prospect reaches out to a sales rep.
Digital Evolution, Conference Executive Board, 2012
“
Know
Like
Trust
TryBuy
Talk to a sales executive
CONTENT57%
Issue Education Expert Trust Client
DIG YOUR WELL
BEFORE YOU’RE THIRSTY.
Seth GodinAuthor, Permission-Based Marketing, Tribes, All Marketers Are Liars
“ “21
Inside the Buyer’s Brain
People today are digital natives
The time pressured executive
Expectations of free education
Expectations of transparency
A global marketplace
Specialists’ marketplace
The High Growth Imperative
“high growth firms grow up to 9X faster and are 50% more profitable while still spending slightly less than average on business development…high growth firms are much more likely to focus on their websites than their average growth peers.”
- Online Marketing for Professional Services Firms, Lee Frederiksen
Growth and online lead gen
Source: Online Marketing for Professional Services Firms, Lee Frederiksen: http://www.hingemarketing.com/library/article/
online_marketing_for_professional_services
Profitability and online lead gen
Source: Online Marketing for Professional Services Firms, Lee Frederiksen: http://www.hingemarketing.com/library/article/
online_marketing_for_professional_services
Source: Online Marketing for Professional Services Firms, Lee Frederiksen: http://www.hingemarketing.com/library/article/
online_marketing_for_professional_services
INBOUND COSTS AT LEAST 67% LESS PER LEAD THAN TRADITIONAL MARKETING
Source: HubSpot, 2014 State of Inbound Marketing
Co
st p
er L
ead
1-25 51-200 1000+$0
$50
$100
$150
$200
$250
$102
$220
$45 $37
$70
$27
Outbound
Inbound
Company Size
ASSETS THAT INBOUND CREATES
Infochimps: Creating a Lead Machine
• Increased a house database by 94%
• Grew demand 358% to produce a multimillion dollar pipeline
• Created 30+ calls-to-action with average conversion of 20%
Sungard AS: Making a Boring Topic Interesting
• 150% greater clickthrough rate• Exceeded download rates by
300%• Generated 20 qualified leads
Vignette: Influencing the Analysts
• Invented the term “Social Media Maturity Model”
• Term popularized by Conference Executive Board
Lander: competing in the U.S. market
• #5 Position for One of Most Competitive Keywords
• Included in several of the top landing page lists by major blogs/publications
• Started from scratch to now more than 1,000 paid subscribers and database of more than 20,000 prospects
