How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising...
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Transcript of How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising...
Michelle Mogelson LevyAssociate Vice President, Marketing ProgramsECI Telecom
March 16, 2011
Case Study: Executing content marketing to drive leads‐to‐sales conversion
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Associate Vice President, Marketing ProgramsECI Telecom
Michelle is responsible for demand generation and global marketing programs, and is focused on aligning marketing campaigns to the buyer’s journey.
Areas of expertise include lead generation, management, nurturing and scoring, and marketing automation. She is passionate about reporting, measurement and best practices.
@mogelsonlevy
Michelle Mogelson Levy
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Case Study Background
The company ECI Telecom
The marketplace
B2B telecom market, 12‐18 month complex sales cycle
The product Network infrastructure solutionsfor telecom providers
The channel Automated email marketing lead nurturing campaigns
The campaign objective
To increase amount of Marketing Qualified Leads being pushed to sales
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Case Study BackgroundCase Study Background
Centralized core marketing team managing all outbound campaigns
Small team tasked with multiple, simultaneous lead nurturing campaigns covering several segments
Running segmented email campaigns based on behavior without aligning content to buyers journey
Segmented marketing database of over 30K prospects
Hundreds of unmapped/unknown/orphan marketing assets
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Campaign #1 – The Easy Win
Focused, targeted campaign to defined audience for segmented industry
Utility Market Segment
Utilized ECI generated content for 5 step nurturing campaignResults: 33% open rate11% conversionSherpa Benchmark: 24% open rate 12%
conversion
The Tale of Two Campaigns
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Campaign #2 – The True Challenge
Broad‐based technology campaign spanning numerous applications and solutions
Wireless Backhaul
The Tale of Two Campaigns
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Goal
Challenge
Replicate successful conversion rates on The Easy Win campaign…how can we ensure success for The True Challenge?
Create personalized, highly segmented lead‐nurturing campaign by offering compelling content matched to the early/educational stage of the buying cycle
Challenge & Goal
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Strategy
What do I need?
What do I have?
How do I fill the gap?
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What do I have?What do I have? How do I fill the gap?How do I fill the gap?What do I need?
Tactic #1
Define which assets are needed to fuel campaign
Result: Set of third‐party content aligned with educational stage of buying cycle
Strategy to Tactics – What Do I Need?
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How do I fill the gap?How do I fill the gap?What do I need?What do I need?
Tactic #2
Audit and allocate existing content to stages of buying cycleAlign/educate global matrix organization of content creators and owners to buyers’journey
Results of asset audit695 assets
What do I have?
Strategy to Tactics – What Do I Need?
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Transfer the Knowledge to Buyer at Right Time
Loosening of the Status Quo
Committing to Change
Exploring Possible Solutions
Committing to a Solution
Justifying the Decision
Making the Selection
We might have a problem, or we are conceiving a vision.
We understand the problem and how it connects to our business.
Your solution applies to our need.
Your solution will have the greatest impact on our business.
The business case is justified internally.
We are confident and ready to move forward.
Thought Leadership
Solution Knowledge Value Story Solution
ValidationFinancial
JustificationOn Boarding
Published ArticlesSocial MediaWhite papersBlogs
Events/WebinarsWeb site/SEOAnalyst Reports
Business OrientedCase Studies
Proof Of Concept Competitive ToolsExecutive Briefings
ROI toolsClient References Product Specs
Welcome KitTrainingCustomer Newsletter
Education Solution Vendor Selection
What do I have? How do I fill the gap?How do I fill the gap?What do I need?What do I need?
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Education
What do I have? How do I fill the gap?How do I fill the gap?What do I need?What do I need?
Loosening of the Status Quo
Committing to Change
Exploring Possible Solutions
Committing to a Solution
Justifying the Decision
Making the Selection
Solution Vendor SelectionEducation
Content at this stage focuses on introducing a problem, and then connecting that problem to critical business issues. It should create a sense of urgency for a target to take action, action that should eventually lead them to consider a solution that you offer.
Business issues
Business issues
ACTIONProblem
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Solution
What do I have? How do I fill the gap?How do I fill the gap?What do I need?What do I need?
Loosening of the Status Quo
Committing to Change
Exploring Possible Solutions
Committing to a Solution
Justifying the Decision
Making the Selection
Vendor SelectionEducation
Once targets commit to solving a problem, content should be built to help them pinpoint their needs in relation to the problem. Next comes the process of matching needs against a range of solution options in order to find the type of solution that is the best fit, which has unique content requirements of its own.
Solution
Solving the problem
Best fit solution
Needs
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Education
Vendor Selection
What do I have? How do I fill the gap?How do I fill the gap?What do I need?What do I need?
Loosening of the Status Quo
Committing to Change
Exploring Possible Solutions
Committing to a Solution
Justifying the Decision
Making the Selection
Content at this stage should focus on helping buyers differentiate vendors that offer the ideal solution, and arming them with the information they will need to address the questions and concerns of other influencers. Clearly communicating features and functionality, demonstrating return on investment and total cost of ownership, and sharing details around service.
Solution Vendor Selection
vendorvendor
vendorvendor
ROI TCO Service
Vendor
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Alignment: Established Content Committee
What do I have? How do I fill the gap?How do I fill the gap?What do I need?What do I need?
Product Managers
Product Marketing
Solution Marketing
Programs Marketing
AR/PR
Web and Media
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What do I have? How do I fill the gap?How do I fill the gap?What do I need?What do I need?
Quality Value
Does the content asset meet the same quality standards you set for your products and services?
How thoroughly does it address a customer pain point? What content pieces should be made freely available to Web site visitors and which should be gated?
Relevance Influence
Does the content meet the information needs of the buyers journey? Is it relevant for the designated persona?
Does the content asset influence buyer perceptions? Does it best emphasize specific issues, risks, inefficiencies or opportunities that an offering is tied to?
Content Audit and Mapping Process
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Breakdown by buying cycle:Raw data 400Vendor Selection: 174Solution: 120Educational: 1
How do I fill the gap?How do I fill the gap?What do I need?What do I need?
Tactic #2
What do I have?
Strategy to Tactics – What Do I Need?
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What do I have?What do I have?What do I need?What do I need?
Tactic #3
Acquire third‐party assets
Define sources of valuable content Third‐party validation sources; analysts, research firmsSponsored (writing) articles by independent thought leadersPurchase licensed content for distribution
Execute campaign
How do I fill the gap?
Strategy to Tactics – How Do I Fill the Gap?
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Quantitative
The Easy Win: Average of 33% open rate and 11% post‐click conversion rate
The Real Challenge: Average of 78% open rate and 23% post‐click conversion rate
Industry benchmarks: 24% open rate and 12% click through rate (Sherpa 2011 Benchmark Guide)
Open rate: emails opened divided by emails delivered,Post‐click conversion rate: completed a registration form
Content audit serves as basis for web mapping and supports all future campaigns
Organizational alignment to buying cycle
Qualitative
Results
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What do I need?
What do I have?
How do I fill the gap?
Increased conversion rates by 136%. Its all about your buyers’ journey…Aligning your content to their journey will enable you to deliver the right content to the right audience at the right time.
Summary and Key Takeaways
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Credits
Aligning Content to Buyers Journey
2011 Email Marketing Benchmark Report
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Michelle Mogelson LevyAVP Marketing Programs ECI Telecom
Mail: [email protected]: MichelleMogelsonLevyTwitter: @mogelsonlevy
Thank You
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