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TakingASmartApproachToContent-DrivenDemandGen
ForTodayandTomorrow
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§ Wherewehavebeen
§ Wherewearegoing
§ Wherethingsareboundtogofromthere
TakingASmartApproachToContent-DrivenDemandGen
#C2C16
Acqu
isiti
on,
Lead
gen
Chan
nel
Supp
ort
Exis
ting
Vert
ical
s
Prospect, Client and Market-Aligned – and Built to Scale
Go-to-Market and Creative Operations
Client/Market/Competitive Intelligence & Research
Corp Branding, Reputation and Communications
New
Ver
tical
(s)
Cont
ent
Exec
utio
n
Content Needs, Concept, and Frame/Fodder
Transition after
Launch Period
Demand gen and Client Comms Management
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Engagement Streams for net new leads created based on buyer stage and persona.
Net new and TOF leads – Engagement Stream
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Buyer Consideration Cycle
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BasicMarketingTechStack–Overview
SEM
ContentMarketing&SEO
DataIntelligence
A/B,Web&EmailTesting
SocialMedia
ToolsUtilizedin3Q14-1H15
Operational
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StraightForwardApproachToBranding
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It Drove Big Results (3Q15 vs 3Q14) • Inbound engagement lead volume up 3.5X versus
3Q15 vs 3Q14; Inbound lead spend down 60%• 14,000 nurture leads in pipeline from dead or dormant in SF
• Marketing funnel drives daily forecasts and pacing reports • >50% of upsell/cross-sell ARPU opportunities driven by
content/marketing automation
• Inbound leads now drive ~100% of closed deals
Organic Drives Inbound Leads – with CPL of ~$20 and CPA of ~$190
• Organic Leads Outpace Paid Search by 11 to 1• Churn cut in half; LTV up dramatically• Unique visits up 150+%
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§ Increasedengagementfunnelby6.5x(YoY)§ LeadprofilingcombinedwithMarketo streamsandlandingpagepersonalization,device/cross-
OSanddeviceoptimization§ Real-TimePersonalizationrolledoutenablefastentryintodiverseverticalmarkets§ Lead“purity”wasensuredviaRingLead-Marketo integrationfacilitatingde-duping§ A/Btestandoptimizeallresponseaspectsonwebsiteandlandingpages.
§ BoostedSALsby3.8x§ NurturestreamintroductionwithdatabaseprofilingandPredictiveLeadScoringtotune,targetandoptimize
yieldfromonlythoseoptimalprospects
Content-DrivenDemandGen NowDrivingBusinessModel2H15Upping theTechStackGame:Introduced&IntegratedReal-TimePersonalization;PredictiveLeadScoring,DatabaseMulti-pointProfiling
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§ Upsellincreasebyover70%§ Competitortargetingbyfunctionandcontractstage- combinedwithcontextualcontentand
Marketo nurturestreams§ Contentandstreamtargetsimprovedleadscoringqualityby25%inthreemonths
§ PredictiveLeadScoringintegratedwithSalesforceandMarketo§ IntroducedReferralPartnerandResellerChannelsviademandgen hubandmanaged
throughchannelpartnerplatform.§ StrategicPartnershipsassessedandvaluedthroughdemandgen platformcapabilities§ Launchednewproductarea,withnoadspend,demandgen platform-based– increased
clientbase/freetrialsby>50%infirst60days.
Content-DrivenDemandGen NowDrivingBusinessModel2H15Upping theTechStackGame:Introduced&IntegratedReal-TimePersonalization;PredictiveLeadScoring,DatabaseMulti-pointProfiling
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Content-drivenDemandGenAcceleratesResultsandFlexibility
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PersonalizedContent-DrivenDemandGenEnablesBrandShift
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§ PredictiveLeadScoringandDeepDatabaseProfilingbyCompanyandIndividual CombinetoIncreaseSalesVelocity
§ PredictiveContentCombinewithPredictiveLeadScoringtoTuneYield
§ BuyerPyschological State-MappingtoContent,CombinedwithPredictiveContentandPredictiveLeadScoring,IncreaseBothYieldandVelocity
NextStepsforTakingContent-DrivenDemandGentoNextLevel
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PsychologicalMappingtoContent-DrivenDemandGen
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ThankYou!
TakingASmartApproachToContent-DrivenDemandGen
PRESENTEDBY
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