Advanced Nurturing - Creating and Sustaining Content
-
date post
21-Oct-2014 -
Category
Marketing
-
view
137 -
download
1
description
Transcript of Advanced Nurturing - Creating and Sustaining Content
Page 1 © 2013 Marketo, Inc. #mus13
Advanced Nurturing –
Creating and Sustaining Content
Lee Anne Wimberly, Intradiem
Cyndie Beckwith, Marketo
Page 2 © 2013 Marketo, Inc. #mus13
Meet Your Speakers
Lee Anne Wimberly Director of Marketing
Cyndie Beckwith Executive Director, Marketo
Page 3 © 2013 Marketo, Inc. #mus13
Once Upon a Time
CLICKER!!! prospect
uninterested
stakeholder champion
Dormant but valuable
Content Fan
Page 4 © 2013 Marketo, Inc. #mus13
Great Perils
Page 5 © 2013 Marketo, Inc. #mus13
Happy Ending
Page 6 © 2013 Marketo, Inc. #mus13
Intradiem
• 50-person software company • Contact center intraday management • Direct sales with marketing sourcing 70% of pipeline
• Internal team • CMO • Director • 2 Managers • 3 Lead Generation Reps
• External • Agency for creative • Industry expert authors • Sales-focused content consultant • Journalist trained freelancer • Video content producer
Page 7 © 2013 Marketo, Inc. #mus13
Challenge
• Long sales cycle and low deal volume • Difficult to see revenue results quickly enough
to direct course
• Multiple stakeholders, inexperienced buyers
• Limited marketing budget
• Hodge-podge database, largely inactive
• A lot of eggs in the email basket
Page 8 © 2013 Marketo, Inc. #mus13
What Holds Us Back?
Page 10 © 2013 Marketo, Inc. #mus13
Overview of nurture tracks
• Each track has specific goal, aligned with buying stage
• Content sent should support the goal
• Leads promoted to different nurture tracks based on specific actions (success) or demoted, based on inaction
General
•Gain trust
•Thought leadership
•Blog type content
•Success = content consumption (3 emails )
Early
•Integrate Intradiem messaging, gauge interest
•Intradiem papers, webinars
•Blog content
•Success = Attend appt.
Middle
•Educate/validate value prop
•Analyst reports
•ROI calculator
•Stakeholder info
•Success = Sales stage changed
Late
•Stay in touch/reinforce sales efforts
•Case studies
•Intradiem impact
•Success = Deal closed
Buyer Goals Shifting: Latent Need to Risk Mitigation
Page 11 © 2013 Marketo, Inc. #mus13
EXTREME CONTENT
Page 12 © 2013 Marketo, Inc. #mus13
Resources by Content Type
•Internal team
•Sales content consultant
•Video Producer
•Internal team
•Sales content consultant
•Internal team
•Freelancer
•Experts
•Video Producer
•Internal team
•Experts
•Freelancer
General Early
Late Middle
Page 13 © 2013 Marketo, Inc. #mus13
Tools: Editorial Calendar
• Editorial Calendar
• Yearly – broad topics (update as needed) • Quarterly – plan out big pieces and fill out plan • Bi-weekly editorial meetings • Write, rinse and repeat
• Evaluating Topic Themes: • Relevance: Is it related to your prospect’s
primary goals and the challenges they’re interested in addressing?
• Depth: Is it broad enough to be approached from several different perspectives?
• Significance: Does it reflect your strongest areas?
Credit: Content Marketing Institute
Page 14 © 2013 Marketo, Inc. #mus13
Editorial Calendar Example
Theme Ideas Industry Company PR/Ads Depth Relevance Significance
Jan Different in
2013
Fulfilling
resolutions
9.0
Launches
ICMI
guest
topic:
culture
and
morale,
Feb Social
Media
Michael
Pace Social
Webinar
Support
World
Mar Metrics that
Matter
commentar
y on
Contact
Babel
report
CCA's Call
Center
Expo
CMIQ blog
Apr Back Office Research
Results
Webinar
SWPP,
NICE,
Hosted
Event
SWPP
Member
Page 15 © 2013 Marketo, Inc. #mus13
Integrating with Calendar
Page 16 © 2013 Marketo, Inc. #mus13
Tools: Bi-Weekly Editorial Planning
Page 17 © 2013 Marketo, Inc. #mus13
Tools: Contentinator
Page 18 © 2013 Marketo, Inc. #mus13
Webinar
Page 19 © 2013 Marketo, Inc. #mus13
Re-Use Webinar
Stats Article Case Study
Snippets Quotes Blog
Survey
White paper Article Infographic Fast Facts Webinar Conference Presentation
White Paper
Article Blog Conference Presentation
Snippets Quotes
Video
Article Blog Case Study Press Release
Quotes
Page 20 © 2013 Marketo, Inc. #mus13
Folding It In
General
GL-6-reasons-agents-disengage
DB-tips-choosing-contact-center-manager
GL-5-WFM-practices-NEW
GL-5-metrics-customer-centricity
MP-Social Media
CCH-creative-scheduling-NEW
JB-frontline-agents-rescue-cust-NEW
VH-5-ideas-minimize absences
Early
VH-5-ideas-minimize-absences
MM-7-fundamentals-coaching
Baseball vs basketball video
GL-5-WFM-practices-NEW
JB-frontline-agents-rescue-cust-NEW
CCH-creative-scheduling-NEW
Middle
3 steps to help agents retain info
Convergys case study video
Dynamic delivery video
Performance-based assignments
Late
Q: 15 minute sessions
Q: Prioritize assignments
Q: Existing technologies
Topical Blog New Video Webinar
Page 21 © 2013 Marketo, Inc. #mus13
Example: Video
Page 22 © 2013 Marketo, Inc. #mus13
Video Program
• Monthly sessions • 4 pieces
– Thought leadership – Tips – Product – Culture
• Live switch = quick turnaround • Feature different speakers
• Video-Lite • Phone or live audio interviews • Audio editing • Set backgrounds and formats • Key point call-outs • Product, best practices,
objections
Page 23 © 2013 Marketo, Inc. #mus13
Measurement
• 7% increase in open reach year over year • Opened/Delivered
• Overall effectiveness metric
• By track • Email metrics for content
• Success metrics for track
• Active vs. Inactive
• Content engine • More
• Varied
• Efficient
• More testing opportunities
Page 24 © 2013 Marketo, Inc. #mus13
Our Journey
Early 2012
• Scheduled blasts
• Mostly Early content
• Little targeted content – industry or title
• Mini welcome program
Fall 2012
• General Track launched
• Early Track Launched
• Transition existing leads based on behavior
• Expanded welcome program incorporating tracks
Winter 2013
• Middle Track Launched
• Late Track Launched
• Customized welcome program based on source
Spring 2013
• Fold in expanded product – Phase 1
• Improved measurement
Summer 2013
• Fold in expanded product – Phase 2
• Re-engagement program
Late 2013
• Fold in 4 new markets
Page 25 © 2013 Marketo, Inc. #mus13
What’s Next?
• Lean Marketing Approach • Expanded Product Suite
• Additional Markets
• Pipeline velocity
• More general and early track stakeholder content
• Improved Measurement
Page 26 © 2013 Marketo, Inc. #mus13
Content Rules @ Marketo
Page 27 © 2013 Marketo, Inc. #mus13
Marketo Revenue Model & Stages
Early Mid Late
Page 28 © 2013 Marketo, Inc. #mus13
Buying Stage & Content Types
Early Pre- Opp
Mid Pre- Opp
Late Post-Opp
How to be a
Better Marketer
Why Marketing
Automation
Why Marketo
• Research
• Funny videos
• Infographics
• Thought
Leadership
• Buying Guides
• RFP Templates
• ROI Calculators
• Whitepapers
• Webinars
• Pricing
• Demos
• 3rd Party
Reviews
• Case Studies
Page 29 © 2013 Marketo, Inc. #mus13
Organizing Content
Page 30 © 2013 Marketo, Inc. #mus13
1. Evaluate Content Performance Specific to Stage, and role if applicable
2. Some Content may not perform well in one stage or with specific role, but does in another
3. Test, test, test
Measuring Effectiveness of Content
Page 31 © 2013 Marketo, Inc. #mus13
How To Measure
1. Organize Emails in Folders by Stage 1. Early Stage
2. Mid Stage
3. Late Stage
2. If segmenting by Role/Title add this into the foldering of the emails
3. Through RCA, run reports accessing the folder for results of all emails in that folder
Effectiveness of Content
Page 32 © 2013 Marketo, Inc. #mus13
Measuring Effectiveness of Content
Page 33 © 2013 Marketo, Inc. #mus13
Early Stage, Executive
27.0% Open Rate
13.3% Click to Open Rate (CTOR)
3.6% Click through Rate (CTR)
Subject: Executive Viewpoint: More
Predictable Revenue Through RPM
35.5% Open Rate
28.1% Click to Open Rate (CTOR)
10.0% Click through Rate (CTR)
Subject: Improve ROI of Your CRM
Page 34 © 2013 Marketo, Inc. #mus13
Early Stage, Executive
27.0% Open Rate
13.3% Click to Open Rate (CTOR)
3.6% Click through Rate (CTR)
Subject: Executive Viewpoint: More
Predictable Revenue Through RPM
35.5% Open Rate
28.1% Click to Open Rate (CTOR)
10.0% Click through Rate (CTR)
Subject: Improve ROI of Your CRM
Page 35 © 2013 Marketo, Inc. #mus13
Key Take Aways
• Get Started • Nothing is perfect, get started and evolve
• Align your content type to your Stage(s) • You don’t have to have all stages laid out
• Bust Up Your Content! • Produce one piece, bust up in to many
Evolve
• Content Aligned to Title, Segment
• Test content in different stages
Page 36 © 2013 Marketo, Inc. #mus13
Thank You!
Page 37 © 2013 Marketo, Inc. #mus13
Q&A
Lee Anne Wimberly Director of Marketing
Cyndie Beckwith Executive Director, Marketo
Page 38 © 2013 Marketo, Inc. #mus13
Thank you!
• Tweet with us at #MUS13
• Fill out the session survey to win an iPad mini!
• Check email or Text ‘mus13’ to 32075
• Session presentations will be posted to the Marketo Community within 2 weeks
• Questions? Visit the Marketo Booth in the Expo