Optimizing Content: How to reach your prospects with the right message at the right time
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This document discusses how to optimize content marketing by targeting the right audience with the right message. It recommends creating buyer personas to understand customers, mapping content to the buyer's journey from awareness to purchase, and measuring marketing performance using a demand waterfall model. Key points include collecting data to define buyer segments, choosing appropriate marketing channels, and tailoring content for different stages in the buyer's journey from discovery to decision. Metrics like lead conversion rates are also discussed to evaluate marketing ROI and identify areas for improvement.
Optimizing Content: How to reach your prospects with the right message at the right time
- 1. OPTIMIZING CONTENT: HOWTO REACH YOUR PROSPECTS WITH THE RIGHT MESSAGE AT THE RIGHT TIME Presented byMarcus Tewksbury and Sharon Zaugh
- 2. demand generationsales enablementshare of voiceinteractive marketingengagementuser generated contentcustomer success managementshare of walletmobilitySocial CRMcontextual discoverycustomer experiencedemand funnelrevenue performance managementinbound marketingcustomer centricreputation managementcontent marketingbusiness intelligenceROIdigital marketingcrowdsourcinglead managementmaturity modelloyalty marketingweb 2.0customer lifecycle managementsocial search
- 4. Agenda:Marketing 101: Right People, Right Place, Right MessageMapping Content to the Buyer JourneyGetting the Most Bang for Your Content Buck
- 5. Marketing 101:Right PeopleRight PlaceRight Message
- 6. PeopleBuyer Personas are short descriptions or biographies of fictitious, archetypical customers. A persona definition provides clarity on your target for programming and for communication.
- 7. Creating Buyer Personas – Data Collection MethodsInterviewsCustomersProspectsSales teamRegistration formsKeyword analysisAnalyst/competitor reportsObservationLive eventsSocial networks (e.g. LinkedIn Groups, Twitter hashtags)
- 8. Creating Buyer Personas – Defining Segments UserInfluencerTechnical buyerEconomic buyerDecision maker
- 9. Creating Buyer Personas – Key AttributesTitleJob descriptionIndustryYears of experienceYears in current roleRole in purchase decisionNeedsPain pointsPressures and barriers
- 10. Sample Buyer PersonaVP of MarketingResponsible for creating and managing overall marketing strategy encompassing direct, email, event and online marketingMid – large online retailers15 – 20 years total experience3 – 5 years in current rolePurchase role = decision makerNeeds to align disparate systems to better track success of each department within marketingReporting variables and timing is not consistent among department managersUnder pressure from CEO to reduce spending over last year
- 11. Buyer Persona Impact on ContentVP has many direct reports and ultimate purchase authorityFocus on later stage contentLess concerned with features/functionality, more concerned with integrating into existing programsProvide case study showing how clients have implemented tool with a summary of benefitsPrice sensitiveCall out cost benefit over competitors, show how to calculate ROI
- 12. Additional Buyer Persona AttributesNameAgeEducationLikes/dislikes of jobOutside Interests
- 13. Sample Buyer Persona – Additional AttributesVP Veronica43MBAEnjoys variety of disciplinesandability to impact overall strategy.Dislikes time spent in meetings andreviewing reports to keep up with thework of various departmentsInterests include running and community involvement in educational and arts organizations
- 14. Additional Insight for ContentAs a member of Gen X, Veronica is independent and self-sufficientShe values self-guided informationThrough her educational background, she has a strong understanding of corporate organizationsDo not spend extra time defining concepts or termsVeronica is always on the go at work and in her personal lifeProvide short, easy to digest information rather than longer narratives
- 15. Getting Started Tips for Creating Buyer PersonasPlan carefullyIf resources are limited, start smallTake your time collecting dataInterviews are best, utilize them when you canBe prepared to refineBuyer attributes may change over timeAdd deeper insights where resources are availableRemember why you’re doing thisInsights should influence the content you create and distribute
- 16. PlaceMarketing channels are the avenues an organization uses to communicate with potential buyers in order to lead them toward a purchase decision
- 18. Marketing ChannelsOfflineDirect MailPrintTVRadioTelemarketingTradeshowConference/SeminarPoint of Purchase
- 21. Marketing ChannelsSocialSocial networksMicroblogsCollaboration toolsWikiCustomer ForumsSocial BookmarkingPhoto sharing
- 22. MessageBuyer’s journey refers to the behaviors of a consumer along the path of the sales cycle beginning from the identification of a business problem through to the purchase of a solution
- 24. MAPPING CONTENT TO THE BUYER’S JOURNEY
- 25. Buyer Needs at Each Stage of the JourneyDiscoveryUnderstand the business problem and identify vendors who offer a solutionConsiderationExplore available vendors comparing them to one another and evaluating each against the business needsDecisionJustify cost of solution and ensure it will meet the needs of the business
- 26. Mapping Content to the Buyer’s JourneyDiscoveryContent that informs the buyer BlogArticleSelf-assesmentOverview whitepaper
- 27. Mapping Content to the Buyer’s JourneyConsiderationContent that helps the buyer select the ideal vendorCase studyDemoData sheet
- 28. Mapping Content to the Buyer’s JourneyDecisionContent that validates the purchaseROI calculatorChecklistFeature comparison
- 29. GETTING THE MOST BANG FOR YOUR MARKETING BUCK
- 31. Processes to Have in Place to Measure the Demand WaterfallCapture lead source to ensure marketing generated leads are tracked separately from sales generated or any other sourceAnalyze existing lead scores to determine optimal point at which a lead is ready to engage with salesConfirm lead status is update to signify sales acceptanceVerify opportunity status is visible to marketing
- 32. Demand Waterfall Benchmark Conversions* SiriusDecisions Benchmarks
- 33. Calculating Your ConversionsKeep in mind that outbound marketing efforts typically garner a 1.5-2.5% response rate (i.e. inquiries)Review sales and marketing data for a 12 month historical period to calculate conversions
- 34. A Conversion ExampleAssume 10,000 inquiries annually (from 400,000 – 670,000 targeted)400,000Targets10,000Inquiries
- 35. A Conversion ExampleAn average 4.1% conversion to MQL = 410
- 36. A Conversion ExampleIf 62% convert to the next stage, that will result in 254 SALs (MQLs that are not accepted by sales should be returned to marketing to be included in a nurture campaign)
- 37. A Conversion ExampleA 47.5% conversion to SQLs will created 121 opportunitiesSALSQL254121
- 38. A Conversion ExampleIf 22.1% of the opportunities close, this will equal 27 won deals attributed to marketing
- 39. Lead Conversions
- 40. Recycled Leads9,590 + 156 + 133 + 94 = 9,973
- 41. Don’t Fret If You’re Below AverageCalculate the ratio of yourconversion rates to the averageEx. If Your Inquiry to MQL is 3% and your SAL to SQL is 38%, your Inquiry to MQL is 27% below average and your SAL to SQL is 20% below average. In this instance, you should focus more on Inquiry to MQL than SAL to SQL
- 42. Tying It All TogetherOnce you’ve confirmed your lowest stages of conversion (in comparison to the benchmarks), determine what type of content to focus your efforts on mostEx. If you have low conversion at the SQL to won stage, consider who is involved in that stage and what are their needs.Perhapsyou need to focus more onVP Veronica and give her information toprove your product is worth the price
- 43. ResourcesContent Marketing InstituteBuyer Persona InstituteSiriusDecisions