Leverage Your Content Marketing Without Losing Your Mind
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Transcript of Leverage Your Content Marketing Without Losing Your Mind
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www.act-on.com | @ActOnSoftware | #ActOnSW
Leverage Your Content Marketing Without Losing Your Mind
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www.act-on.com | @ActOnSoftware | #ActOnSW
Marketing Automation forthe Fortune 5,000,000 Powered by Marketers, Loved by IT
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www.act-on.com | @ActOnSoftware | #ActOnSW
Chat
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www.act-on.com | @ActOnSoftware | #ActOnSW
#ActOnSW
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www.act-on.com | @ActOnSoftware | #ActOnSW
Today’s Presenters
Alexis KarlinDigital Marketing & Operations Manager
Percussion [email protected]
@akarlin
Jeff LintonSr. Mgr, Product & Field Marketing
Act-On [email protected]
@jeffreylinton
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www.act-on.com | @ActOnSoftware | #ActOnSW
MARKETING AUTOMATION
Jeff Linton, Sr. Mgr., Product & Field Marketing
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www.act-on.com | @ActOnSoftware | #ActOnSW
Sales takes down deals
Traditional Marketing and Sales
Marketing provides air cover
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www.act-on.com | @ActOnSoftware | #ActOnSW
Marketing Automation
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www.act-on.com | @ActOnSoftware | #ActOnSW
Under 1 Roof
Marketing&
Sales
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www.act-on.com | @ActOnSoftware | #ActOnSW
Trends
What
To
Do
NOW ! ?
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www.act-on.com | @ActOnSoftware | #ActOnSW
But the Buyer’s Journey has Changed…
Buyers are doing more research before they call you– 78% start the buying process with a web search– 50% turn to social media and peer reviews
Source: DemandGen Report
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www.act-on.com | @ActOnSoftware | #ActOnSW
than in their own c.r.m.
85%
Source: social123
of sales reps trusted their data more in
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…say digital and word of mouth is most trustworthy
…of consumers trust peer recommendations
…of salespeople who use social media outsell their peers
78%
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www.act-on.com | @ActOnSoftware | #ActOnSW
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.
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www.act-on.com | @ActOnSoftware | #ActOnSW
Repurpose Content
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www.act-on.com | @ActOnSoftware | #ActOnSW
Break Content into Smaller Pieces
10-page Whitepaper 4+ Blog Posts
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www.act-on.com | @ActOnSoftware | #ActOnSW
Impact of Lead Scoring
of survey respondents said that their primary reason for implementing a lead scoring system was to achieve added revenue.
Source: GleanSight Lead Prioritization Report, Gleanster Research
84%
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www.act-on.com | @ActOnSoftware | #ActOnSW
Lead Scoring
• Automatically give points to leads based on behaviors or profile attributes
• Allows marketing & sales to sort and prioritize leads
• Marketing can nurture leads with lower scores before passing off to sales
• Learn what’s working
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www.act-on.com | @ActOnSoftware | #ActOnSW
Intelligence
• Use every engagement opportunity to learn more
• Build a profile that combines demographic and behavior information
• Gathering intelligence will save you time and make you look smarter
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www.act-on.com | @ActOnSoftware | #ActOnSW
Impact of Lead Scoring
Source: MarketingSherpa - Jan 2012
The average lead generation ROI for organizations using a lead scoring process is 138%
In comparison to:
lead generation ROI from those surveyed who were not using a lead scoring process.
78%
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www.act-on.com | @ActOnSoftware | #ActOnSW
Engagement & Insight
Multiple Channels | Multiple Touches Continuous Engagement with different Content
Nurturing: Follow the Buyer’s Journey
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www.act-on.com | @ActOnSoftware | #ActOnSW
Whitepaper Download
Confirmation Email with
link to asset
Recorded webinar on same topic
eBook on similar topic
Corresponding Infographic
Nurture Campaigns
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www.act-on.com | @ActOnSoftware | #ActOnSW
Insight
• Use the intelligence gathered to understand your prospects needs
• 80% of the prospects deemed “bad leads” by sales go on to buy within 24 months
• Look for patterns and understand what they mean
Source: Sirius Decisions
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www.act-on.com | @ActOnSoftware | #ActOnSW
Change the Process & See the Results
LEADS OPPORTUNITIES CUSTOMERS ENGAGEDCUSTOMERS
ADVOCATE& FAN
Marketing ResponsibilitySales ResponsibilityJoint Effort
Engagement throughout the customer lifecycle
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Web Content Management
Powered by Marketers, Loved by IT
Alexis Karlin, Digital Marketing & Operations Manager
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Let me tell you a story….
Powered by Marketers, Loved by IT
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Why does everyone hate their CMS?
•CMS are traditionally a development platform
•Not agile
•Need for developers and IT department
•Hard to use
•Not future forward
•Too expensive to leave
Powered by Marketers, Loved by IT
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Biggest Pain – Why We Needed a CMS
Click Staging Link
Receive Email with Staging
Link
View Staging Click Publish Link
Receive Email with Zip of All Website Files
Unzip & Save Files to Desktop
Copy Files FTP
View Live Pages
Powered by Marketers, Loved by IT
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Go LiveFirst, then Redesign….
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What is LiveFirst?
"LiveFirst is a comprehensive website migration capability. It allows a website theme to be migrated, not just pages, making it unique in the Web Content Management market.”
Jim Lundy, CEO of Aragon Research
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You’re not done yet…
Powered by Marketers, Loved by IT
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Time to implement best practices…
• Conduct a content audit
• Generate personas
• Create a content schedule
• Engage your stakeholders
• Keep it simple
Powered by Marketers, Loved by IT
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Creating Compelling Content
• What does your brand stand for?
• Where should you go for content?
• Who will create the content?
• Where will you publish the content?
• What next?
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Lessons Learned
• Social and mobile marketing efforts put into silos rather than a component of the company’s overall digital strategy, companies ended up picking one or the other to tackle
• Security is everything
• You don’t have to do everything at one time. Migrate first…
• Scalability is important
Powered by Marketers, Loved by IT
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Tying it all Together
1. Set your goals…
2. Write out what you can live with now and what you can do later
3. Select the appropriate system for you
4. Migrate
5. Create a content plan tied to personas
6. Implement the changes you want
7. Produce content at a rapid pace
Powered by Marketers, Loved by IT
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www.act-on.com | @ActOnSoftware | #ActOnSW
Q&A
Alexis KarlinDigital Marketing & Operations Manager
Percussion [email protected]
@akarlin
Jeff LintonSr. Mgr, Product & Field Marketing
Act-On [email protected]
@jeffreylinton