#CMWorld sept. 9, 2014
7 Steps to Becoming a Performance-‐Driven Content Marketer
presented by paul roetzer (@paulroetzer)
CEO | PR 20/20
what’s holding businesses back from achieving performance poten7al?
0%10%20%30%40%50%60%70%80%90%
100%
short-term impact proven long-term impact proven
29%36%
just 36% of CMOs have quan7ta7vely proven the short-‐term impact of markeOng spend. that figure
drops to 29% when demonstraOng long-‐term impact.
source: 2014 CMO Survey
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on average, marketers depend on data for just 11% of customer-‐related decisions.
!source: CEB
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B2B marketers say just 9% of CEOs and 6% of CFOs use markeOng data to help set corporate direcOon.
source: ITSMA, VisionEdge and Forrester
@paulroetzer www.pr2020.com#CMWorld
image: Xurxo Mar[nez
talent gap + tech gap + strategy gap = PERFORMANCE gap
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there has never been a be_er Ome to be a (content) marketer
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7 steps (actually 10) to drive performance
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1) align expecta7ons and poten7al.
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Define FoundaOon Projects
subjecOve analysis internal stakeholders 10 secOons 27 profile fields 132 factors 0-‐5 = liabiliOes 6-‐7 = neutrals 8-‐10 = assets
www.TheMarke7ngScore.com
generate leads86%
85% convert sales
build brand46%
51% increase loyalty
brand
leads
sales
loyalty
Source: PR 20/20’s 2014 Marke8ng Score Report
high-‐priority goals
@paulroetzer www.pr2020.com
brand
leads
sales
loyalty
key performance indicator (KPI) weaknesses at every stage of the marketing funnel affect the ability of organizations to achieve business goals.
n=318 PR 20/20 | 2014 Marketing Score Report
Growth Goals vs Marke7ng Budgets
0%
10%
20%
30%
40%
50%
Aggres
sive (>
20%)
Moder
ately A
ggress
ive (15
-‐20%)
Moder
ate (10
-‐15%)
Moder
ately C
onserv
a7ve (5
-‐10%)
Conser
va7ve (<5
%)
5%8%
14%
19%
32%38%
21%
12% 12%
6%
Growth Goals Budgets
misaligned expecta7ons?
Source: PR 20/20’s Marke8ng Score Report
Average Scores by Section
Business Cores
MarkeOng Cores
Audiences
MarkeOng Team Strength
MarkeOng Technology UOlizaOon
MarkeOng Performance
Social Media MarkeOng
Lead Sources
Public RelaOons
Content MarkeOng0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
25%
29%
32%
39%
41%
44%
47%
50%
56%
63%
Source: PR 20/20’s 2014 Marketing Score Report
Business Cores (63%) and Marke7ng Cores (56%) are the highest rated secOons. Lead Sources (32%), Public RelaOons (29%), and Content MarkeOng (25%) are the lowest.
n=318
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2) commit to core strength.
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of marketers say their lack of skills is impacOng revenue in some way !source: 2012 MarkeOng Skills Gap Report
75%@paulroetzer www.pr2020.com#CMWorld
of companies lack necessary digital skills in key areas of social media, mobile, internal social networks, process automaOon, and performance monitoring and analysis. !source: Capgemini ConsulOng
90%@paulroetzer www.pr2020.com#CMWorld
capable of building, managing and execu/ng
fully integrated campaigns that produce results
@paulroetzer www.pr2020.com#CMWorld
content markeOng
build editorial strategies. develop and acOvate distribu7on plans. create effecOve copywri7ng that is buyer-‐persona focused, opOmized, technically sound and results driven. tell your brand story. integrate content into social, search, PR, lead nurturing and customer loyalty strategies.
@paulroetzer www.pr2020.com#CMWorld
data analysis
!
idenOfy top KPIs, and report the metrics that ma_er.
turn data into ac7onable intelligence. uncover anomalies, trends and opportuni7es. adjust strategies based on data, in real-‐Ome. Oe acOviOes to performance and bo_om-‐line results.
@paulroetzer www.pr2020.com#CMWorld
how do we find the unicorns?
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businesses must take the ini7a7ve to mold their own modern marketers
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assess markeOng team strengths and weaknesses
www.TheMarke7ngScore.com
h`p://bit.ly/performance-‐pack
6 classes, 43 categories, 947 companies
3) integrate at all costs.
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Subscribers, fans, followers, leads, and customers choose when and where to interact with your brand.
They do not differen7ate between markeOng departments and channels.
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analyOcs automaOon coding content digital ads email mobile public relaOons search social tech websource: Altimeter’s The Converged Media Imperative
the new marke7ng mix
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4) take a full-‐funnel approach.
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sample KPIs
website traffic social reach subscribers
lead volume lead quality score
lead-‐to-‐sale conversion rates cost of customer acquisi7on (COCA)
customer life7me value (CLV) customer reten7on rates recurring revenue
brand
leads
sales
loyalty
@paulroetzer www.pr2020.com#CMWorld
h`p://bit.ly/performance-‐pack
h`p://bit.ly/performance-‐pack
5) balance builders and drivers.
#CMWorld@paulroetzer www.pr2020.com
blogging martech stack media relaOons search engine opOmizaOon social engagement website
builders are recurring campaigns designed to create and expand assets
@paulroetzer www.pr2020.com#CMWorld
Website traffic
Inbound links
Lead volume
Lead-to-sale conversion rates
Lead quality scores
Cost of customer acquistion (COCA)
0 1 2 3 4 5 6 7 8 9 10
3.2
2.6
3.5
3.3
3.2
4.1
4.6
5.3
5.4
5.7
5.9
7.0
Blogging high performers (n=74)All others (n=244)
1.7x
1.8x
1.7x
1.5x
2.0x
1.4x
blogging high performers (8-‐10) dominate all others in a number of criOcal marke7ng performance metrics.
PR 20/20 | 2014 Marketing Score Report
Blogging High Performers vs. All Others by Performance Metrics
@paulroetzer www.pr2020.com
lead nurturing original research reports persona-‐based lead gen referrals retargeOng ads website conversion opOmizaOon
image: Pedro Moura Pinheiro
drivers are campaigns designed to capitalize on exisOng assets to accelerate success
@paulroetzer www.pr2020.com
sample monthly game plan
40 points
60 points
drivers 40%
builders 60%
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6) personalize the customer journey.
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the customer journey is personal and in perpetual mo7on
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Source: Google
it is their journey, not yours
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Source: Chiefmartech.com
the customer journey does not follow a linear path defined by marketers
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90% of daily media interac7ons are screen basedsource: Google, The New MulO-‐Screen World
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B2B buyers may be
up to 90% through their journey before contacOng a vendor. !source: Forrester
image: Jayneandd@paulroetzer www.pr2020.com
Define FoundaOon Projects
blog posts podcasts website video email
webinars mobile apps
tailored markeOng through a deep understanding of buyer persona needs + the ability to deliver personalized messages
Image: HubSpot
we have entered the age content, context and the customer experience
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7) measure everything.
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data > intelligence > acOon > outcomes
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76% of marketers believe measurement is important, while only 29% believe they are doing it well.
!
source: Adobe
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markeOng dashboards that report ac7vi7es rather than business outcomes
are a major cause of the disconnect between marketers and the C-‐suite.
!
source: ITSMA, VisionEdge and Forrester
@paulroetzer www.pr2020.com#CMWorld
Source: HubSpot@paulroetzer www.pr2020.com
Source: HubSpot
keep score of what ma_ers
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h`p://bit.ly/performance-‐pack
every campaign is a series of projects designed to achieve a goal
8) embrace agility.
#CMWorld@paulroetzer www.pr2020.com
@paulroetzer www.pr2020.com#CMWorld
always be activating
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9) be remarkable and different.
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Define FoundaOon Projects
create more value, for more people, more oien, so when it’s Ome to choose,
they choose you
new marketing imperative
10) move your markeOng forward.
#CMWorld@paulroetzer www.pr2020.com
“78 % of execuOves and managers indicated that digital transformaOon will be criOcal to their organizaOons within the next two years, yet 63% felt the pace of change in their organiza7ons was too slow. The most frequently cited
obstacle was “lack of urgency.”
—MIT Sloan Management Review and Capgemini ConsulOng
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success is one of the greatest impediments to progress
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a case study in performance-‐driven content markeOng
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The organizaOon sought to infuse its sales pipeline with new leads, segment and priori7ze its exisOng lead database of 10,000+ contacts, drive short-‐term sales conversions through its web store, and idenOfy larger-‐scale enterprise sales opportuni7es.
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@paulroetzer www.pr2020.com
go beyond storytelling great content answers quesOons, inspires, and mo7vates audiences to take ac7on
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• integrated strategy • database segmentaOon • lead-‐scoring system • survey • premium content assets • landing page • smart lead forms • a/b tesOng (email and landing page) • social sharing • email workflows • sales integraOon • website CTAs • media pitches • analyOcs
@paulroetzer www.pr2020.com
• 1,980+ survey responses • 2,470+ ebook downloads • 1,720+ new contacts • 2,490+ web store leads • 1,170+ enterprise sale opportuni7es
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1) align expecta7ons and poten7al. 2) commit to core strength. 3) integrate at all costs. 4) take a full-‐funnel approach. 5) balance builders and drivers. 6) personalize the customer journey. 7) measure everything. 8) embrace agility. 9) be remarkable and different. 10)move your markeOng forward.
paul roetzer, @paulroetzer !CEO | PR 20/20 author | The Marke8ng Performance Blueprint (Wiley, 2014) & The Marke8ng Agency Blueprint (Wiley, 2012) creator | MarkeOng Score & MarkeOng Agency Insider
www.pr2020.com
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