The Use of Content in the Middle of the Funnel
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CARLOS HIDALGO ANNUITAS
description
Presented by Carlos Hidalgo, CEO of ANNUITAS, during Content Marketing Bootcamp Boston. #contentcamp
Transcript of The Use of Content in the Middle of the Funnel
CARLOS HIDALGO ANNUITAS
Carlos Hidalgo Chief Executive Officer
Twitter: @cahidalgo
Email: [email protected]
The Use of Content in the Middle of the Funnel
How Do You Utilize Your Content?
No Defined Lead-to-Revenue Process
"Fewer than one-‐fourth of [B2B organiza4ons] have defined a lead-‐to-‐revenue management process that their marke+ng and sales teams follow. Included in that number are only 5% who claim that every prospect interac4on is orchestrated."
Source: Forrester (J. Ernst), “The State Of B2B Demand Genera<on: Disjointed,” 2011 @cahidalgo
Most Organizations Struggle With Nurturing
Source: Bulldog Solu<ons/Frost & Sullivan @cahidalgo
Lack of Demand Process = Mid-‐Funnel Gap
‘Awareness’ + automated lead gen
Sales Ed.
?
Engage
Nurture
Convert
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Still a Big Gap Between Buyers & Sellers
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A Tactical Frame = Our Greatest Challenge
“Which Tactic” Is the Wrong Question
“[M]arketers are juggling too many tac4cal balls. A full 75% of respondents reported they were using 15 of the 26 techniques we surveyed.” “The reported use of tac+cs was consistent across various company sizes, from small-‐to-‐medium businesses (SMBs) to large enterprises.”
Source: Forrester, “2012 Tech Marke<ng Planning Guidance,” December 2011. @cahidalgo
Demand Generation = Strategic
Taking a strategic (not a tactical) approach to Demand Generation
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Strategic Demand Generation is ……
• A perpetual process • Engage, Nurture, Convert • Prospects + customers • Buying-process-driven • Educate + qualify • Marketing + sales activities • Operationalize + optimize
• To drive sustainable revenue, CLV
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What’s Really Going On?
Source: Needles, Balancing the Demand Equa<on, 2012.
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The Need to Meet the Buyer’s Needs and Speak to Challenges
A Collaborative Approach to the Buyer
Organizations need to align around their customer. It is more than just marketing and sales – it is an organizational approach to being customer centric
Field Sales
Buyer Needs &
Pain Points Partner/Channel
Customer Service
Product Mgmt/Mktg.
Inside Sales
Customers
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Building Blocks for Nurture Success
Nurture is Part of Demand Generation – Not a Separate Activity
Engage
IR2 IR3 IR4 IR5 IR6 IR7 IR8 IR9 IR1
Buying Process
Nurture Convert
Engage targeted buyers – via both inbound and
outbound channels – in dialogue via top-of-mind
issues, interests and pain points; capture them as a
‘Nurture-able’ contact / Engaged lead; outbound
Engagement often is periodic; inbound
Engagement is perpetual; improving performance of Engagement is via both targeting and Content Offer relevance and
tuning.
Continue dialogue – moving from top-of-mind issues, interests and pain points to potential solution
categories to specific offerings in these
categories – progressively profiling and scoring buyer
throughout; Nurturing is perpetual; improving
performance of Nurturing is via optimization of
Content Offers, program logic and scoring.
Leverage profiling and scoring to escalate the
dialogue at the right time – identifying and driving
purchase behavior; improving performance of Conversion is via better aligning upstream ‘signs’
that are assessed via segmentation and scoring
with specific purchase behavior; Conversion
requires a combination of automated and live
interactions.
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Tying Together Top of Funnel to Mid
QUALIFIED ENGAGED ENGAGED QUALIFIED LEAD
E-‐CO 1A: "Top Five Opera+ng Challenges in the [X Segment] of the
Industry"
E-‐CO 1B: “Industry
Performance Benchmark Study"
N-‐CO 2.1.0: "Common Traits of High Performing Opera+ons"
E-‐CO 1 N-‐CO 2
E-‐CO 1.1: "Top Five Opera+ng Challenges in the
Industry” (Video Summary)
N-‐CO 2.2.0: "ROI Analysis of
Making Improvements to
Cost"
N-‐CO 2.2.1: "Managing Vendor Rela+onships to
Improve Performance"
N-‐CO 3.0: "Client Customer Case
Study
N-‐CO 3 N-‐CO 4
N-‐CO 2.2.2: "User Error or
Product Failure: How to Know"
N-‐CO 3.1: "Client Customer
Service Difference for Precision"
N-‐CO 4.0: “ Challenge" Offer
OR OR
HOT LEAD WARM LEAD Note: Response to any of N-‐CO 2 content offers will move buyer
forward to N-‐CO 3.
BUYING TRIGGER
ROOT CAUSE ANALYSIS CLIENT
SOLUTION MOVE TO DEMO
N-‐CO 2.1.1: "Selec+ng the Right Product for the Right
Job"
N-‐CO 2.1.2: "Improving the
Produc+vity of Your Business"
N-‐CO 3.2: "Selec+ng the Right Technology Guide"
N-‐CO 4.1: "Client 30-‐day Demo"
OR
INFLUENCE/COMMITTEE
DECISION MAKER
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Manage to the Buyers Preference
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Content Geared To The Middle of the Funnel
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Closing Points
• Think Strategically for Demand Generation • Align around the Buyer • Make Nurture Part of your Perpetual Demand
Program and Strategy • Constantly Optimize
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CONTENT MARKETING BOOTCAMP BOSTON FIND MORE AT KAPOST.COM/RESOURCES
