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Define Demand Generation

Strategy

LeadCollection

Lead Nurturing & Sales

Conversion

marketingcopilot.com

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Customer-centric content supporting evaluation process sped up sales cycle by 20%- Etgroup.ca

• 100% of prospects use content on the website in the buying process

• Blog content supports the evaluation process and speeds up sales cycle by up to 20%

• Tested content allows the sales team to understand what prospects care about the most

• Industry: Technology solutions

ET Group (etgroup.ca) is a collaboration technology solution provider that came to Marketing CoPilot to ask for assistance in building new digital marketing for their business. Part of their strategy included a blog and editorial calendar that would support the sales cycle. The sales team found that prospects were asking questions during the sales cycle and that if available on the website would not only speed up the sales cycle but could also be used as an important follow-up tool with prospects. By conducting a customer-centric keyword strategy and building an editorial calendar, we were able to test various topics and mine data to determine what types of content helps the sales team sell.

CustomerSuccess

Story

The Project

“We’ve closed three deals in one year that has more than covered

the cost of the program. Our blog strategy has significantly helped our sales team sell.” –

Paul Gragtmans, Partner, ET Group

define demand generation strategy

marketingcopilot.com

2 | ©2014 Marketing CoPilot Inc. All rights reserved.

lead collection lead nurturing & sales conversion

Tweet this document

Marketing CoPilot has a methodology for developing buyer-centric content based on value proposition strategy, buyer mapping, organic keyword strategy, and editorial calendar development. Using this process we developed buyer-centric content around ET Groups value proposition “Collaborative ecosystems for tomorrow’s workforce”.

ET Group needed to be proactive in providing content to prospective clients on their website including content around customer pain points and frequently asked questions. They knew what information their customers needed in the buying process but they were not portraying it properly on their website leading to a decreased number of potential web leads.

By working with the sales team, Marketing CoPilot was able to understand customer pain points and the questions that prospective clients ask during the buying process. A keyword strategy workshop was then conducted to find out what keywords and phrases people were using to find solutions to their problems.

We mapped the keyword strategy to a list of compelling questions that were being asked on Google and combined it with questions that were being asked in the sales process. Once the content was written, the sales team was able to use links to blog posts when answering client questions during a long, complex sales cycle.

Through pushing out blog posts via email, the sales team was able to see which topics people were most interested in and they were able to build customized pitch presentations based on what they knew specific customers were interested in. In addition a lead tracking automation tool was developed by Marketing CoPilot using WordPress, Google Analytics and Constant Contact.

It didn’t take long for ET Group to close the one deal that paid for the entire year investment in their content marketing program. • 100% of prospects use content on the

website in the buying process• Blog content supported the evaluation

process and sped up sales cycle by up to 20%

• Tested content allowed the sales team to understand what prospects care about the most

• ET Group started getting calls from people saying, “I have been reading your blog and really like your topics. So, we thought we’d call you and buy our next round of collaboration technology from you.”

The Opportunity The Execution The Results

Buyers are behaving differently these days.

Your website is the new FIRST sales conversation. How well does it perform?Contact us and get a free consultation. 416.218.2009