models from mid funnel content campaigns
Post on 21-Oct-2014
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DESCRIPTION
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.TRANSCRIPT
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