Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
ReachandEngageYourProspectswiththe
RightContent
Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
June,2017
Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
Agenda2
• Engagement economy• How Do I Create High Quality Content?• 6 Steps to Engaging Your Prospects• How to take it to the next level• Takeaways
Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
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John SmithRecruitment SpecialistCompany
John Smith at Company
John Smith at Company
Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
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Deliver the right content, to the right people, at the right time
Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
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ENGAGEMENTECONOMY
Mustdeliverauthenticandhyperpersonalizedexperiences
5
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66 to90%of the buyer’s journey is completebefore he or she even reaches out
to a sales person
1 Regalix March2016B2B marketingexecutivesandbusinessleaderssurvey(N=707, 35%fromNorth America)
Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
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1. Perform ContentAudit
2. Content Mapping
3. Select Segments and
Format
4. Map Channels 5. Measure Performance
6. Iterate and Optimize
6 Basic Steps to Engaging Your Prospectswith the Right Content
Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
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PerformContentAudit• What do we already have?• What works? • What doesn’t? • Evaluate existing
segmentations• Identify gaps and opportunities • Flag content you can
repurpose
Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
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MapContent:CreateBuyerPersonas
who they are: fictional, generalized representations of your ideal customers
Askingquestions...• Idealcustomer:collectbasicdetailsaboutidealbuyerandtheircompany
• Jobroles:whattypeofpeoplearetypicallyinvolvedinbuyingcycle,theirseniorityandinteractions
• Painpoints:whataretopbuyer’spainpoints,howdoesyourproducthelpthemsolvetheproblem
• Questions:whatquestionsdotheyaskatdifferentstageofthebuyingcycle
• Channel:howdoeseachpersonaconsumecontentandwhatsortofcontentwouldtheyfindbeneficial
• Objections:howdotheychallengeyourvalueproposition,whatobjectionsdoyouanticipatefromyourpersonalduringsalesprocess
10Example
WasinchargeofallPPC/SEO/SEM initiativesHastolearnanewskill,quicklyMustshowresultsbutstilllearninghowtodoitIsbothexcitedabout innovation inthe industryandfindsitannoyingasit’shardtoconstantlylearnnewskillsWantseasytousetools
IsunofficialGrowthOfficer intheCompanyOwnsTechnologybudget,hastoreportonROIoftheinvestmentWantssoftwarethatwillexecuteonbusinessandmarketinggoalsWantsvisibilityintowhat’sworkingandwhat’snotworking,whatneedstochange
Caresabout:demand/pipelinegeneration,flawlessexecution,careergrowth,upgradingskillset,knowledgetransfer,notgettingfired
Cares about: demonstratingROIofthemartechinvestment,implementingomnichannelstrategy,improvingcapabilitiesadoptionthroughouttheorganization
Challenges: dataandtechnologyoverload,sellingusecasestoSales,IT,execs
Challenges:workingwithSales, gettingbuy-infromProducttotakeoncustomer-centricapproach,breakingdownsilos
MarketingAutomationPractitioner- Jack
ChiefMarketingOfficer-Jamie
Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
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MapContent:LeadLifecyclewhere they are in the buying cycle
• Defining buyer'sjourney asitalignswiththesalesfunnel
• Topofthefunnel:“awareness”stage–whereprospectsarelookingforanswers,resources,andeducation
• Middleofthefunnel:“consideration”stage,apersonhasclearlydefinedtheirproblemanddoingheavyresearchonwhetheryourproductisagoodfitforthem
• Bottomofthefunnel:“decision”stage iswhereyourprospectsarefiguringoutexactlywhatitwouldtaketobecomeyourcustomer
1 RegalixMarch2016B2Bmarketingexecutivesandbusinessleaderssurvey(N=707,35%fromNorthAmerica)
Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
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Example
Interest
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ExampleINTEREST
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MapContent:SegmentationsandContentMatrix
how they consume content
• Listkeypersonas• Whatdotheycareaboutatdifferentstagesoftheirjourney
• Whendodifferenttypesofcontentworkbest
• Isolateplatformsthecontentwillbedeliveredon
Lifecycle Stage
Buy
er P
erso
na
Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
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PerformContentAuditPERSONA LIFECYCLESTAGE
PERSONANAME AWARENESSHave realized&expressedsymptomsofapotentialproblemoropportunity.
INTERESTHaveexpressed interest,clearlydefinedandgivenanametotheirproblemor
opportunity.
DECISIONHavedefinedtheirsolution
strategy,method,orapproach.
Describepersonacharacteristics
List primarymotivations,problemsandopportunitiesabovepersonaneedshelpwith
Content ideas…
Content ideas…
Content ideas…
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ChoosingFormatandChannels
Mappingtheformat• Differenttypesofcontentallowyoutotargetdifferentaudiences(considerpersonaandlifecycle)
• Usinganumberofformatsismoreeffectivethanusingone
• Keepyourvoiceconsistentacrossformats
Isolatingthechannels• Bywhoyou’retargeting• Bychoosingbetweenpaid,earnedorownedchannels
• Byanalyzingeffortrequiredversusthebudgetallocatedandultimately,thelikelyROI
Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
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Segmentations:dividingmarketintodistinctgroupswithdistinctneeds,characteristics,orbehaviourwhomightneedseparateproductsormarketingmixes
Segmented campaigns get 14.64% more opens and 59.99% more clicks than
non-segmented campaigns
Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
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ExampleHere’swhatittranslatestoinaleadnurturesetupinamarketingautomationplatform• Bybuyer persona• Byleadlifecyclestage
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Example
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AdditionalSegmentations
ConsumerCompany• Progressiveprofiling• Askaquestion(survey)• Levelsofengagement• Pastpurchasesorhowmuchspent
• Howneworhowlongsincelastpurchase
• Frequencyofpurchasing• Personalinterests
Isolatingthechannels• Bywhoyou’retargeting• Bychoosingbetweenpaid,earnedorownedchannels
• Byanalyzingeffortrequiredversusthebudgetallocatedandultimately,thelikelyROI
Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
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MeasuringContentEffectiveness• Measureperformance
• Decideonobjectives,andhowyou’llmeasurethembeforecreatingcontent
• Waystomeasurewhetheryourobjectiveistoattract,convert,closeordelight
• Thetoolstomeasureyourcontentmarketingsuccess– freeandpaid
• Increasecontentleverage• Reuse• Repurpose,sliceanddicecontent• Improve/iterate
Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
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MeasureandIterateContinuously
12016B2B/B2C ContentMarketingTrends—NorthAmerica:ContentMarketingInstitute/MarketingProfs
77%ofB2Corganizationsand88%ofB2Bfirmsareusingcontentmarketingwhileonly38%ofB2Bmarketersreportedthattheywereeffectiveatcontentmarketing
B2BCOMPANIESUSINGCONTENTMARKETING1
88%
B2BMARKETERSFEELTHEYAREEFFECTIVEATCONTENTMARKETING1
38%
B2CORGANIZATIONSUSINGCONTENTMARKETING1
77%
ContentMarketingStats
Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
"Happiness,inonesense,isafunctionofhowcloselyourworldconformstotheinfinitevarietyofhumanpreference.”MalcolmGladwell
Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com
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ABMandDemandUnitWaterfall
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THERISEOFINBOUNDMARKETING
COMPLEXITY
THEEVOLUTIONOFTHEDEMANDWATERFALL
THEIMPORTANCEOFTELEQUALIFICATIONANDTELEPROSPECTING
INCREASEDEMPHASISONACCOUNT-BASEDMARKETING
RISEOFGO-TO-MARKETSTRATEGIESBASEDONBUYERNEEDS
RISEOFPREDICTIVEANALYTICSANDINTENTMONITORING
• ShiftfromgeneratingleadstoAccount-BasedMarketing• AligncontentandmarketingperformanceKPIstogeneratingrevenue
• Changeorganizationalfocustodemandunits(complexbuyingcommitteesandcomplexportfolios)
• FurtheralignProduct,Marketing,andSales
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Takeaways• Audit existingcontent• Mapcontentagainstyourpersonasandleadlifecycle
• Translateinrelevantchannels
• Takeittothenextlevel• Measureanditeratecontinuously
• Slice,dice,andrepurposeyourcontent
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IngaRomanoffCHIEFEXECUTIVEOFFICERROMANOFF CONSULTANTS
524 BroadwayFloor11NewYork,NY10012
Phone: (212)390-0400E-mail:[email protected]
MARKETINGAUTOMATION
BLACKBELTDATAINITIATIVES
INDUSTRYTRENDS
GLOBALMARKETER
80%
90%
70%
Skills
CONNECTWITHMEGlobalMarTechExpert,ThoughtLeader
SALESLEADERSHIPEXPERIENCE
70%
92%
@ingaroma
www.linkedin.com/in/ingaromanoff
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