Brand and Expand Your Business: An Integrated Marketing Budget

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Brand & Expand Your Business:An Integrated Marketing Budget


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Panelists

Janelle Johnson@janelle_johnson

Director, Demand GenAct-On Software

Paige Musto@PR_Maven

Director of CommunicationsAct-On Software


Brand & Expand:An Integrated Marketing

Budget


Agenda

• The empowered buyer

• Magnetic content

• Content for lead generation

• Nurture campaigns

• Measuring contribution

• Q&A


The Empowered Buyer


The New Breed of B2B Buyer

IS…

• More connected• More informed• More empowered


Magnetic Content


Content Marketing Strategy

Did you know:


Map Content to Buying Cycle


Content for Lead Generation


56% of advanced B2B marketers said

content-based offers were their most

successful campaigns.

- Demand Gen Report Research


Multi-Channel Marketing

Promote valuable and relevant content across multiple channels to increase brand awareness and lead generation


Content is Key to Engagement

Develop a curriculum and content plan that

matches a buyer’s journey.

Become a trusted advisor by educating before

selling.

Get found by optimizing your content for search

engines.

Use paid advertising to bolster organic search.

Reinforce content across multiple

channels.


Creating Content that Converts

1. Build the right foundation for your content campaigns

2. Identify the right content formula3. Utilize content in lead gen/lead nurture campaigns4. Measure the impact of your content campaigns5. Get maximum mileage out of your content


Repurpose Content

1

2

3

4

5

6


Drive Engagement with Content Marketing

Multiple Channels• Promote content through

multiple channels• Follow the buyer’s journey

Continuous Process• Engagement is a continuous

process • Nurturing is essential


Lead Nurturing Campaigns


What is Nurture?

Engaging with and

building a relationship

with prospects and

customers by providing

relevant and timely

information based on

their needs, not yours


Focus Nurturing on Funnel Stages

Introduce Act-Onwith lighter content – videos

and white papers

Offer persona-specific content to help aid buying

process for prospect

Decision-supportive content, post-sale programs, and ongoing

customer communications

Use nurturing programs to create leads and move them through the sales funnel, focusing on where a prospect is at in their buying cycle


What methods should I use in nurturing?

Advertorial/infomercial content

Podcasts

Infographics

Blog posts

Direct mail

Social media

Teleprospecting calls

Videos

Webinars

Research-based/thought-leadership content

White papers

Email newsletters

Sales calls

9%

10%

21%

27%

29%

29%

31%

43%

45%

48%

50%

53%

57%

Which of the following methods are most effective at nurturing leads?N=282

Source: BtoB magazine: Lead Generation Research, July 2013


Measuring Contribution


Analytics & Measurement


Content Marketing Benchmarking Metrics

• Which channels are performing best?

• Page Views• Form completion/

abandonment rates• Content/asset downloads

KEY: Keep your benchmarking metrics easy, understandable, and insightful


Measure Revenue Impact

• Which campaigns are performing best?

• Pipeline Contribution• Revenue Impact• Where should I focus my

marketing budget?


Ready to Learn More?

Interested in a demoCall +1 (877) 530-1555Email [email protected] www.act-on.com

mailto:[email protected]

http://www.act-on.com/


Q&A

Janelle Johnson@janelle_johnson

Director, Demand GenAct-On Software

Paige Musto@PR_Maven

Director of Communications Act-On Software

Brand and Expand Your Business: An Integrated Marketing Budget

Marketing

Transcript of Brand and Expand Your Business: An Integrated Marketing Budget