New Engagement Models (Candyce Edelen)
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Candyce Edelen is the CEO and founder of PropelGrowth, a content marketing firm specializing in financial services technology. The document discusses a case study of a small but rapidly growing financial technology provider and how it used content marketing tactics like white papers, webinars, and articles to build awareness, support sales, and generate leads. It provides examples of how extensive and tailored content helped the company engage more customers and prospects across its target accounts.
New Engagement Models (Candyce Edelen)
- 2. Candyce Edelen -‐ PropelGrowth CEO and Founder § Content marke+ng specializing in financial services technology. § Co-‐founded two financial technology companies § 12 years experience specializing in the Capital Markets 2 © 2014 PropelGrowth, LLC @CandyceEdelen
- 3. Case Study – Financial Technology Provider § Small financial technology provider § Customers include 50% of the global +er 1 banks § 55% annual growth § 95% customer reten+on § 60+ employees § London, Sydney, Chicago, New York 3 © 2014 PropelGrowth, LLC @CandyceEdelen
- 4. Tac>cs vs. Strategy 4 © 2014 PropelGrowth, LLC @CandyceEdelen
- 5. Content Audit 5 © 2014 PropelGrowth, LLC @CandyceEdelen
- 6. What Is “It”??? 6 © 2014 PropelGrowth, LLC @CandyceEdelen
- 7. Establish a Strategy Marke+ng Strategy Customer Research Sales Strategy Company Strategy 7 © 2014 PropelGrowth, LLC @CandyceEdelen
- 8. Targe>ng in Financial Services 8 Account Strategy 37 Target Firms 3 Target Divisions 4 Target Buyers © 2014 PropelGrowth, LLC @CandyceEdelen
- 9. How Banks Discover Solu>ons 9 © 2014 PropelGrowth, LLC @CandyceEdelen
- 10. What We Knew About Our Targets 10 Audience Events Earned Media Ar+cle Placement Email Word of Mouth © 2014 PropelGrowth, LLC @CandyceEdelen
- 11. Coping with a Content Beast • Awareness • Drip campaigns • Sales support • Buying stages • Build audience • Thought leadership • Media outreach • Email marke+ng • Lead genera+on 11 © 2014 PropelGrowth, LLC @CandyceEdelen
- 12. Hair: pillow and saddle stuffing Pelt: clothing and blankets Stomach: buckets and cooking pots Horns: toys, decora+ons, cutlery, cooking utensils and cups Bones: sewing needles arrowheads saddle frames, knives and tools Tendons: sewing thread and bowstrings Skull: religious rituals Hump: most flavored meat Hooves: glue and tools Tongue: food Fat: cooking, soap Brain: for tanning hide Meat: Food plus preserved as dried jerky 12 © 2014 PropelGrowth, LLC @CandyceEdelen
- 13. Using Every Part of the Buffalo 13 © 2014 PropelGrowth, LLC @CandyceEdelen
- 14. Object Trading Buffalo Premium Content Research Report Premium Deriva>ves Video Webinar Live Panel Event Low Cost Deriva>ves 2 Byline Ar>cles 7 Blog Posts 5 Email Campaigns 2 Event Recordings 14 © 2014 PropelGrowth, LLC @CandyceEdelen
- 15. Opportuni>es for Amplifica>on 15 © 2014 PropelGrowth, LLC
- 16. Results So Far… Of the 37 Target Firms • 30 interac+ng with content • 13+ par+cipa+ng in events • 12 addi+onal high value targets engaged Sales • 5 deals in “stalled” stage are engaging with content • Added 2 new sales people to work the opportuni+es Awareness • Extensive content sharing • Dozens of earned media placements 16 © 2014 PropelGrowth, LLC @CandyceEdelen
- 17. Key Takeaways § The Content Beast likes to eat Buffalo! § Buyer Persona research delivers reams of content § Deriva+ve ≠ Repurposed 17 © 2014 PropelGrowth, LLC @CandyceEdelen
- 18. Key Takeaways 18 © 2014 PropelGrowth, LLC
- 19. For More Informa>on Visit www.PropelGrowth.com Contact Candyce Edelen cedelen@propelgrowth.com +1 201-‐751-‐9494 @candyceedelen 19 © 2014 PropelGrowth, LLC @CandyceEdelen