models from mid funnel content campaigns

PRESENTED BY

Models From Mid Funnel Content Campaigns

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!   Overview !

!   This panel will present real world success stories from lead nurturing campaigns, including warming up stagnant leads and accelerating the conversion rates on targeted accounts entering the pipeline.

!   Panel Speakers !

!   Clayton Stobbs, Compendium!!   Rob Yoegel, Monetate!!   Thomas Koletas, Madison Logic!

Session overview and agenda

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“Content marketing is all

the marketing that is left.”

Seth Godin Best Selling Author

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Can you think of the top 30 topics prospects and customers might be

interested in?

TOPIC MODELING EXERCISE

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6 TOPIC MODELING EXERCISE

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7 TOPIC MODELING EXERCISE

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Awareness Consideration Inquiry Purchase Retention

FUNNEL STAGES

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9 GREAT CONTENT ANSWERS CUSTOMERS’ MOST PRESSING QUESTIONS:

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10 THE CONTENT MATRIX

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11 SIMPLE MATH

So, how much content do you need?

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5 Personas x 30 Topics x 5 Funnel Stages --------------------------- 750 PIECES OF CONTENT

SIMPLE MATH

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Case Study

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14 CASE STUDY: TYPES OF CONTENT

HEAVY WEIGHT: Traditional Articles & Paid Content Cost: $21 - $2,000

MIDDLE WEIGHT: Q & A Content Cost $10

LIGHT WEIGHT: User Generated Content Cost: $2

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15 CASE STUDY: HEAVY WEIGHT

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16 CASE STUDY: MIDDLE WEIGHT

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17 CASE STUDY: LIGHT WEIGHT

PRESENTED BY

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Rob Yoegel Content Marketing Director @ Monetate

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Thomas Kolestas SVP Advertising Programs, Madison Logic

PRESENTED BY

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!   Timeliness!

•  Leads from Content are often not called or e-mailed for up to 2 weeks. (Madison Logic Lead Focus data)!

•  Sales People Abandon Leads after 2 calls on average when it takes 6 Attempts to Make Contact (2011 eMarketer)!

!   Remedies!

•  Instant Nurturing!•  Fine Tuning Marketing Automation with Intent Data!•  CRM Retargeting!

How Do Good Leads Get to the Middle?

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Discovery Phase- Shorter than you think!

•  Discovery Period: 1-10 days for research download activity

•  Optimal nurturing opportunity is within the first five days

•  Average downloads for a topic by one prospect is 3-5 papers

Optimal Time to Nurture

Number of Days

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Number of Days N

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Methodology •  2012 Data Review •  Over 2 Million Downloads

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Instant Nurturing A/B Test

Methodology:!!1.  Split registrants into 2 equal groups!2.  Standard Email reminders for Group A (control group)!3.  Standard Email reminders + Instant Nurturing for Group B

(experimental group)!4.  Record total # of registrations for each group!5.  Analyze!

Hypothesis:!!Webinar registrants that have received Instant Nurturing will yield a higher attendance rate than those that did not receive Instant Nurturing. !

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Instant Nurturing™ Case Study

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Data Match ™ Behavioral Analytics

Feed Marketing Automation!Platforms Behavioral Data for Smarter Lead Nurturing.!!Discover Plan-to-Purchase !Trends at the Customer and Account Level !!Pinpoint Influencers and Decision Makers Faster During the Buying Cycle!

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!   Panel Speakers !

!   Clayton Stobbs, Compendium - @cstobbs !!   Rob Yoegel, Monetate - @RobYoegel !!   Thomas Koletas, Madison Logic - @madisonlogic !

Panel Discussion Time