Content Marketing for B2B: Aligning Storytelling to Lead Generation
Content for Lead Generation
Transcript of Content for Lead Generation
Dayna RothmanSr. Content Marketing Manager, Marketo and Author of Lead Generation for Dummies @dayroth
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Staffing for Content Creation
• Get Stakeholder buy-in• Appoint executive editor • Invest in content creators
• Content consumers• Great communicators• Great project managers
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Chief Content Officer/Director of Content
• Marketo - VP of Product Marketing • Executive leadership• Responsibilities could include:
• Owns story of the business• Content final approval• Audience development/influencer relations• Measurement/business accountability
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Managing Editor
• Content strategy and creation • Vendor coordination • Production• Scheduling • Consistency• SEO • Publishing• Blog management
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Content Creators
• Additional team members• Internal SMEs• Outsourced writers• Outsourced design agencies • Partners, customers, and other thought leaders
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Organizational Content Contributors
How do you get the thought leaders in your company to create content?• Stakeholder /executive support• Grass roots evangelism• Training• Incentive programs• Create a splash!
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Persona Creation and Buyer Journeys
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Mapping Content
• Mid Stage Gated? Yes
• Late Stage Gated? Mostly No
• Early Stage Gated? No
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Repurpose “Big Rock” Content Example
Definitive Guide to MA:
Webinars:
Ebooks:
Infographics:
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Rewrite and Redesign
Before After
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Webinars
• Expand your reach for a key ebook by offering a webinar
• Asset: Definitive Guide to Social Marketing• Webinar 1: The Definitive Guide to Social Marketing
Webinaro Registrants: 2,775 Attendees: 588o Recorded Asset: 16,000 views
• Webinar 2: The ROI of Social Marketingo Registrants: 2,289 Attendees: 568o Recorded Asset: 3,000 views
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Be Everywhere with Your Asset Art
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Social Promotions
• Facebook Tab: 10,854 Views, 2,680 Form Fill-outs• Facebook Ads: 2620 Downloads• Twitter Ads: 1,430 views, 31 Form Fill-outs • SlideShare: 7,641 views, 312 Downloads
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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LeadNurturi
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Lead Nurturing Plugs the Leak
Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.
Con
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MQLSAL
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Marketo Data:•% new Targets not Opp ready: 98%•Target to Opp time: 123 days avg•% Slow Leads: 80%•50% more MQLs at 33% lower cost per lead
#RevEngine© 2012 Marketo, Inc. Marketo Proprietary and Confidential
7 Key Takeaways
1. The way buyers buy has changed forever—the way we market and sell must change as well.
2. Publish/own content to help leads find you.3. Investing in the right team is the key to success.4. Do more with less by using lean content creation5. Multi-channel content promotion will give you biggest
bang for your buck.6. Create content for all stages of the buying cycle 7. Thing big, start small, move quickly!