How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results
6 likes2,034 views
The document outlines a case study by Michelle Mogelson Levy on ECI Telecom's content marketing strategies aimed at enhancing leads-to-sales conversion during a complex B2B telecom sales cycle. It details two marketing campaigns: a focused utility segment campaign that achieved high open and conversion rates, and a broader technology campaign with the goal of replicating this success through personalized, educational content aligned with buyers' needs. The study emphasizes the importance of auditing existing content and aligning it with the buyer's journey to improve marketing effectiveness and drive conversion.
How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results
- 1. Case Study: Executing content marketing to drive leads‐to‐sales conversion Michelle Mogelson Levy Associate Vice President, Marketing Programs ECI Telecom March 16, 2011
- 2. Michelle Mogelson Levy Associate Vice President, Marketing Programs ECI Telecom Michelle is responsible for demand generation and global marketing programs, and is focused on aligning marketing campaigns to the buyer’s journey. Areas of expertise include lead generation, management, nurturing and scoring, and marketing automation. She is passionate about reporting, measurement and best practices. @mogelsonlevy 2 #b2blead
- 3. Case Study Background The ECI Telecom company The B2B telecom market, marketplace 12‐18 month complex sales cycle Network infrastructure solutions The product for telecom providers Automated email marketing lead The channel nurturing campaigns The To increase amount of Marketing Qualified campaign objective Leads being pushed to sales 3 #b2blead
- 4. Case Study Background Centralized core marketing team managing all outbound campaigns Small team tasked with multiple, simultaneous lead nurturing campaigns covering several segments Running segmented email campaigns based on behavior without aligning content to buyers journey Segmented marketing database of over 30K prospects Hundreds of unmapped/unknown/orphan marketing assets 4 #b2blead
- 5. The Tale of Two Campaigns Campaign #1 – The Easy Win Focused, targeted campaign to defined audience for segmented industry Utility Market Segment Utilized ECI generated content for 5 step nurturing campaign Results: 33% open rate 11% conversion Sherpa Benchmark: 24% open rate 12% conversion 5 #b2blead
- 6. The Tale of Two Campaigns Campaign #2 – The True Challenge Broad‐based technology campaign spanning numerous applications and solutions Wireless Backhaul 6 #b2blead
- 7. Challenge & Goal Replicate successful conversion rates on The Easy Win campaign…how can we ensure success for The True Challenge? Challenge Create personalized, highly segmented lead‐nurturing campaign by offering compelling content matched to the early/educational stage of the buying cycle Goal 7 #b2blead
- 8. Strategy What do I What do I need? have? How do I fill the gap? 8 #b2blead
- 9. Strategy to Tactics – What Do I Need? What do I need? What do I have? How do I fill the gap? Tactic #1 Define which assets are needed to fuel campaign Result: Set of third‐party content aligned with educational stage of buying cycle 9 #b2blead
- 10. Strategy to Tactics – What Do I Need? What do I need? What do I have? How do I fill the gap? Tactic #2 Audit and allocate existing content to stages of buying cycle Align/educate global matrix organization of content creators and owners to buyers’ journey Results of asset audit 695 assets 10 #b2blead
- 11. Transfer the Knowledge to Buyer at Right Time What do I need? What do I have? How do I fill the gap? Education Solution Vendor Selection Loosening of the Committing to Exploring Possible Committing to a Justifying the Making the Status Quo Change Solutions Solution Decision Selection We understand the Your solution will We are confident We might have a Your solution problem and how it have the greatest The business case is problem, or we are applies to our and ready to move connects to our impact on our justified internally. conceiving a vision. need. forward. business. business. Thought Solution Solution Financial Value Story On Boarding Leadership Knowledge Validation Justification Published Articles Events/ Welcome Kit Proof Of Concept ROI tools Social Media Webinars Business Oriented Training Competitive Tools Client References White papers Web site/SEO Case Studies Customer Blogs Executive Briefings Product Specs Analyst Reports Newsletter 11 #b2blead
- 12. Education What do I need? What do I have? How do I fill the gap? Education Solution Vendor Selection Loosening of the Committing to Exploring Possible Committing to a Justifying the Making the Status Quo Change Solutions Solution Decision Selection Content at this stage focuses on introducing a problem, and then connecting that problem to critical Problem ACTION business issues. It should create a sense of urgency for a target to take action, action that should eventually lead them Business Business to consider a solution that you offer. issues issues 12 #b2blead
- 13. Solution What do I need? What do I have? How do I fill the gap? Education Solution Vendor Selection Loosening of the Committing to Exploring Possible Committing to a Justifying the Making the Status Quo Change Solutions Solution Decision Selection Once targets commit to solving a problem, Solving the content should be built to help them pinpoint problem their needs in relation to the problem. Next comes the process of matching needs against a Needs range of solution options in order to find the type of solution that is the best fit, which has unique content requirements of its own. Best fit solution 13 #b2blead
- 14. Vendor Selection What do I need? What do I have? How do I fill the gap? Education Solution Vendor Selection Loosening of the Committing to Exploring Possible Committing to a Justifying the Making the Status Quo Change Solutions Solution Decision Selection Content at this stage should focus on helping buyers vendor differentiate vendors that offer the ideal solution, vendor and arming them with the information they will need vendor to address the questions and concerns of other vendor influencers. Clearly communicating features and Vendor functionality, demonstrating return on investment and total cost of ownership, and sharing details ROI Service TCO around service. 14 #b2blead
- 15. Alignment: Established Content Committee What do I need? What do I have? How do I fill the gap? Product Managers Product Marketing Solution Marketing Programs Marketing AR/PR Web and Media 15 #b2blead
- 16. Content Audit and Mapping Process What do I need? What do I have? How do I fill the gap? Quality Value Does the content asset meet the same How thoroughly does it address a quality standards you set for your customer pain point? What content products and services? pieces should be made freely available to Web site visitors and which should be gated? Relevance Influence Does the content meet the information Does the content asset influence buyer needs of the buyers journey? Is it perceptions? Does it best emphasize relevant for the designated persona? specific issues, risks, inefficiencies or opportunities that an offering is tied to? 16 #b2blead
- 17. Strategy to Tactics – What Do I Need? What do I need? What do I have? How do I fill the gap? Tactic #2 Breakdown by buying cycle: Raw data 400 Vendor Selection: 174 Solution: 120 Educational: 1 17 #b2blead
- 18. Strategy to Tactics – How Do I Fill the Gap? What do I need? What do I have? How do I fill the gap? Tactic #3 Acquire third‐party assets Define sources of valuable content Third‐party validation sources; analysts, research firms Sponsored (writing) articles by independent thought leaders Purchase licensed content for distribution Execute campaign 18 #b2blead
- 19. Results Quantitative The Easy Win: Average of 33% open rate and 11% post‐click conversion rate The Real Challenge: Average of 78% open rate and 23% post‐click conversion rate Industry benchmarks: 24% open rate and 12% click through rate (Sherpa 2011 Benchmark Guide) Qualitative Content audit serves as basis for web mapping and supports all future campaigns Organizational alignment to buying cycle Open rate: emails opened divided by emails delivered, Post‐click conversion rate: completed a registration form 19 #b2blead
- 20. Summary and Key Takeaways What do I What do I need? have? How do I fill the gap? Increased conversion rates by 136%. Its all about your buyers’ journey… Aligning your content to their journey will enable you to deliver the right content to the right audience at the right time. 20 #b2blead
- 21. Credits Aligning Content to Buyers Journey 2011 Email Marketing Benchmark Report 21 #b2blead
- 22. Thank You Michelle Mogelson Levy AVP Marketing Programs ECI Telecom Mail: Michelle.Levy@ecitele.com Linkedin: MichelleMogelsonLevy Twitter: @mogelsonlevy 22 #b2blead
- 23. Next Steps and Resources 1. Please fill out the post‐webinar survey 2. View past and sign up for future webinars • B2BLeadBlog.com/webinars 3. Join the B2B Lead Roundtable LinkedIn group • B2BLeadBlog.com/Linkedin 4. Connect and share • B2BLeadBlog.com • Twitter @B2BLeadBlog #b2blead