Building A Content Machine To Support Demand Gen
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The document discusses seven proverbs that guide the development of a revenue marketing content strategy, emphasizing the importance of creating a comprehensive content map and customized content for different stages of the buyer's journey. It highlights the need for collaboration with subject matter experts and effective content packaging, illustrating success with various case studies and metrics. The overall message is that content marketing is an ongoing journey that requires strategic planning, adaptation, and analysis.
Building A Content Machine To Support Demand Gen
- 2. About your speakers Julie Brewer – Vice President, Demand Generation Bottomline Technologies • 15+ years B2B tech marketing across demand generation and content marketing • Held previous roles at Lilly Software, Infor Global Solutions, Sungard Availability Services . Stacy Gardner, Director, Marketing Programs, Bottomline Technologies • 10+ years experience driving sales pipeline through integrated and creative marketing programs in tech • Held previous roles at Bridgelogix, Infor Global Solutions, Sungard Availability Services Together – we have won 14 awards spanning… content, demand generation, creative and digital, including – 3 Killer Content Awards!
- 3. Proverb #1 “Better to light a candle than curse the darkness”
- 4. Develop a comprehensive content map that connects content assets to stage of the buyers journey they are most likely to impact in order to: Leverage findings to help identify potential gaps we to fill Repurpose/ reuse in the development of additional content offers we can leverage in marketing programs Direct priority content initiatives in support of planned inbound/ outbound demand gen campaigns Assist in mapping appropriate content to align with product architecture Provide a consolidated asset library resource that Tele-programs, Sales, and other Customer facing teams can access for use in their follow-up Proverb #1: Better to light a candle than curse the darkness
- 5. Aprox. 265 total content assets cross ~20% are “demand generating” (we can reasonably require registration to obtain) • ex. white papers, webinars, sponsored reports) ~20% are targeted at the “discovery stage” where we seek to: • engage prospects in a topic/ conversation • loosen their status quo and get them committed to the idea of change • The remaining ~80% are very technical 5 Content Map Assessment - Example
- 6. Proverb #2 “One size fits all doesn’t cut the mustard”
- 7. Core elements to creating compelling content – • Subject Matter Experts – Internal • Ex. Product, Sales, Implementation, Support – External • Ex. Research Analysts, Consultants, Industry/ Subject Matter Thought Leaders & Influencers • Content and Creative Development – Topic ideations, creative brainstorming, campaign design, writing, design Recommended approach: 1. Bucketize list of project types & needs 2. Research candidates, conduct capabilities presentations 3. Select top picks across categories, establish & run pilots 4. Develop your short list of approved partners in excellence across categories “One size fits all doesn’t cut the mustard”
- 8. Proverb #3 “Leave no stone unturned”
- 9. Core questions: • Background/Objective? • Problem/pain point we are solving for? • Goal of campaign? • Results we need to deliver? • Audience? • What do we want audience to believe? • Stage of buy cycle? • What is the essential message? Asset development brief
- 10. Proverb #4 “Can’t judge a book by its cover”
- 11. • Develop content that seeks to… – Cut through the noise – Trigger emotion – Take the intended reader on a journey – Connects with audience in unique and varying ways But that’s not enough! • Even the best content runs the risk of going unnoticed without the right “wrapper” – Compelling titles that answer the what & why – Use visuals to help guide the story – Optimize core collateral templates around the objective of each piece – Where appropriate, leverage creative themes that draw readers in “Can’t judge a book by its cover”
- 12. • More than 65,000 opens across series of 3 emails • 73% first-time responders • 4,000+ clicks • 122% higher click-thru rate (CTR) than average • 100% higher click-to-open (CTO) rate than average Case Study – Drive brand awareness at scale
- 13. • Soft call to action – visit website • Email campaign generated click-thru rates (CTR) that were more than 450% higher than average • Drove ~4,000 unique visits to the new website within the 1st 48 hours Case Study – Drive engagement with new brand identity
- 14. Case Study – Leverage creative to increase CTA engagement • 122% more downloads • Click-thru rate increased by 80% • Click-to-open increased by 122% Email 1 Email 2
- 15. Case study – Drive demand with thought-leadership • Within days of sending, media partner reported back the following impressive results indicating a high degree of engagement with their readership: • Opens: 1,476 • Total Clicks: 708 • Click-to-open: 48%!! • According to industry benchmarks for click-to-open rates, this co-sponsored email beat the top quartile by 68%
- 16. Proverb #5 “Though the path is long, it need not be narrow”
- 17. Email Campaign Digital Offering 3rd party sponsored POV 3rd party content syndication program Follow up asset in customer webinars Social share – 5- part LI series Factoids for sales enablement Sales enablement email 1 asset , multiple channels of use Proverb #4: Though the path is long, it need not be narrow
- 18. Proverb #6 “No need to reinvent the wheel”
- 19. • There are a finite # of topics that uniquely map back to your core value prop(s) – If they are of interest to your customers, chances are your competitors are talking about them too • Find topics that are resonating with key audiences and trial… – Long vs. short form content – Text intensive vs. highly visual/ scan able – Different media types – video, webinars, blogs, Slideshares, etc. “No need to reinvent the wheel” Repurpose, reuse, recycle!
- 20. Case Study – Turn short form content into additional assets
- 21. Case Study – Repurpose/ reuse
- 22. Proverb #7 “Convert the non-believers”
- 23. Content Impact: What does this mean for the business? 23 Content & Thought Leadership Qualification via Tele Inbound Inquiries Contribution to Pipeline Marketing Programs drives awareness & demand via inbound & outbound campaigns Inquiries are passed to Tele or Sales for follow-up Inquiries remain in continuous nurture cycle by Marketing Programs until Opportunity reached Cycle starts again… 73% Conversion rate from Marketing programs vs. 3% conversion rate from cold 65+ Number of assets created in Q2 8,455 Inquiries in Q2 globally 74% Accepted opportunity rate
- 24. Total Pipeline TCV 2/10/2016 LAST REPORT +/- 1/10/2016 – NEW SINCE Quarter-to-date YTD Total Marketing Pipeline $$$$$$ +/- Total Marketing Generated Opps 78 +/- Total Marketing Programs Pipeline - TCV $$$$$$$ +/- Opportunity Count 75 +/- Opportunity Count with Pipeline 36 +/- Marketing Programs Pipeline $$$$$$ +/- Product Line A $$$$$$ +/- Product Line B $$$$$$ +/- Influence rate Customers %% +/- Prospects %% +/- Leadership Dashboard
- 25. 1. “Better to light a candle than curse the darkness” ü Conduct a thorough audit to identify gaps and create your map 2. “One size fits all doesn’t cut the mustard” ü When it comes to subject matter expertise, writing style, tone, and design… sometimes you have to kiss a lot of frogs to find your prince 3. “Leave no stone unturned” ü Don’t underestimate the importance of the details leading up to, during, and post kick-off 4. “Can’t judge a book by its cover” ü Who said? When it comes to content marketing, “packaging” matters 5. Though the pathis long, it need notbe narrow” ü Leverage multiple channels across digital and social to amplify key messages and drive wider engagement 6. “No need to reinvent the wheel” ü Repackage, reuse, recycle! 7. “Convert the non-believers” ü When all is said and done, the results will speak for themselves Summary Content marketing… it’s a journey, not a destination!
- 26. Thank You! Learn More Online: http://www.bottomline.com For more information, please contact:
- 27. Questions?
- 28. #C2C16