As popular as marketing automation and content management systems are, few companies have succeeded in leveraging all that they have to offer. Two key reasons for this failure, technology aside, include: 1) Insufficient data on leads in our marketing databases, reducing the effectiveness of our segmentation and targeting strategies; and 2) Lack of resources to support the consistent delivery of fresh, relevant content as part of our content marketing strategies to these segments. During this presentation, marketing experts Pawan Deshpande and Brian Kelly provide answers to the following questions to help you better leverage marketing automation and content marketing to generate more sales-ready leads: 1. What are the key components that every marketer should have across their marketing technology roadmap, in addition to the more traditional marketing automation applications? 2. How can marketers improve the quality of their lead information for more accurate scoring and targeting? 3. What are the key components of a high performing content marketing strategy? 4. How can marketers better leverage content curation in addition to content creation to bring more value to their audience? (including tactical tips to be an efficient, effective and ethical content curation rockstar) 5. What are specific examples and case studies of best-in-class companies that have executed these recommendations? SPEAKERS: Pawan Desphande, Founder and CEO, Curata, Inc. Brian Kelly, Chief Marketing Officer, InsideView MODERATOR: Anthony Salas, American Marketing Association

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OPTIMIZE YOUR LEAD NURTURING
PROCESS: THE RIGHT CONTENT TO
THE RIGHT AUDIENCE

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PRESENTED BY:
AMERICAN MARKETING ASSOCIATION
Pawan Deshpande
Founder and CEO, Curata
Brian Kelly
CMO, InsideView

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InsideView for Marketing
5 CONTENT MARKETING ESSENTIALS
1. COMPLETE YOUR CONTENT TOOLBOX
➤ Beyond marketing automation, what technologies must every marketer leverage?
2. WORK WITH COMPLETE LEADS EVERY TIME
➤ How can you eliminate incomplete leads from your demand generation world?
3. PERSONAS, PILLARS, PLACE
➤ Do you have a high performing content marketing strategy built on who you’re targeting,
what you’re going to tell them and where you’re going to reach them?
4. BALANCED APPROACH: CREATION and CURATION
➤ You are going to create some, but that’s not enough. How can content curation extend
your reach?
5. LEARN FROM THE BEST
➤ Best-in-class examples are winning with their content marketing strategies?

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NEW MARKETING PARADIGM
Inbound Lead Strategies
➤Leverage the buyers that are
finding you online
➤Automatically enrich all leads
➤Deliver relevant content
through the sales process
Content Marketing Rules
➤Content must be relevant
➤In the right channel
➤You need both curated and
created

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WEBINAR AGENDA
➤ How B2B Marketing Has Changed
➤ Content Creation and Curation
➤ Sales Process with Automated Lead Enrichment
➤ Examples
➤ Questions
SLID

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B2B MARKETING HAS CHANGED
➤87% of B2B marketers cite content marketing as a top marketing
strategy*
➤64% of B2B content marketers say their biggest challenge is
producing enough content*
➤ 87% of B2B marketers use social media to distribute content
➤ Interesting content is a top 3 reason that people follow brands on
social media
➤ 57% of buying decisions are made before the first sales call
➤ 74% of marketers are challenged to generate high-quality leads
*http://bit.ly/curatab2b2012

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POLL QUESTION
What percentage of your leads are driven by inbound strategies?
➤ <10%
➤ 10-25%
➤ 26-50%
➤ 51%-75%
➤ >75%
➤ I don’t know

8. PERSONAS, PILLARS, PLACE
Is your content marketing strategy built on who you’re
targeting, what you’re going to tell them, and where you’re
going to reach them?

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POLL QUESTION
Where do your inbound leads come from?
➤ Facebook
➤ Twitter
➤ Blog posts
➤ Web Forms
➤ All of the above
➤ None of the above

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THE AGE OF CONTENT MARKETING

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CONTENT DRIVES THE BUYING CYCLE
PEER
CONTENT
Educate
customers on the
need, Create
Interest
EXPERT
CONTENT
Describe
solutions, Create
Preference
VENDOR
CONTENT
Define Products,
Differentiate from
Competitors
1 2 3

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CONTENT MARKETING WORKS

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Source: Curata’s 2012 Content Curation Adoption Survey http://bit.ly/CurataAdoption2012
WHAT ARE YOUR MARKETING CHALLENGES?

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*http://bit.ly/Beastcuration

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➤Published a “Best of” post
➤Commented or shared a link on Twitter
➤Pasted a link to Facebook with your commentary?
HAVE YOU EVER?

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• Blog Posts
• News Sites
• Newsletters
• Social Media
• Podcasts
• eBooks
• Special Reports
• Infographics
• Polls & Surveys
• Video
• Webinars
Download at www.curata.com/resources

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THEN YOU’VE CURATED

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CONTENT CURATION DEFINED
“Content curation is the process of consistently finding,
organizing and sharing the most relevant and highest quality
digital content on a specific topic for a target market.”

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THE CONTENT CURATION PROCESS
Find Curate Share

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CURATION IN MUSEUMS
You can create value simply by curating.

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Identify: http://bit.ly/CurationTopic
IDENTIFY

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FIND
Sources
➤RSS Feeds
➤News Sites
➤Blogs
➤Trade Pubs
➤Twitter
➤Journals
Schedule a regular
and consistent
time every day to
review content.
Blog Post: http://bit.ly/CurationSources

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ORGANIZE
➤Categorize
➤Tag
➤Group
➤Index
➤Archive
➤Recommend
Think like a librarian when organizing content.
Blog Post: http://bit.ly/CurationOrganize
– Use categories & tags
in blog software
– Make your CTA point
to another piece of
content
– Create digests & roll-
up summaries

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SHARE
➤Website / Microsite
➤Blog
➤Mobile devices
➤Email Newsletter
➤Embeddable Widgets
➤Feeds
➤Social Media
Share content
everywhere your
audience is.
Blog Post: http://bit.ly/CurationShare

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CREATE – ADD VALUE
➤Abstract
➤Quote
➤Retitle
➤Parallelize
➤Storyboard
➤Summarize
Add more commentary that amount of the content you repost
http://bit.ly/CurateAnnota
te

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THINK BEYOND YOUR OWN BRAND
➤Include competitor content
➤Include content that may not agree with your position
➤Become a trusted and reliable authority
You may need to curate competitor content to become
a thought leader.

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CONTENT CURATION & FAIR USE
➤Share only a portion of the original content
➤Always attribute sources
➤Drive visitors to the original publication
➤Follow the Google “Rule of Thumb”
Create, curate, but never pirate content.
http://bit.ly/CurationEthics

31. CRM INTELLIGENCE™
Find More Leads, Win More Deals, Grow Accounts

32. START THE SALES PROCESS WITH
AUTOMATED LEAD ENRICHMENT
How can you eliminate incomplete leads from your
demand generation world?

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MORE LEADS, LESS INFORMATION
OUTBOUND
MARKETING Lists
Email +
Telemarketing
INBOUND
MARKETING
SEO
Social Media
Marketing
Automation

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INBOUND LEAD CHALLENGES
Inefficient
➤Incomplete leads ignored
➤Too much manual research
➤Too many form fields
➤Improperly routed leads
➤Sales frustration
➤Significant lead loss
➤Nurturing fails
➤Lower pipeline values
➤Decreased lead volume
➤Missed revenue opportunity
Costly

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©2013 InsideView. All rights reserved.
CRM INTELLIGENCE
GET MORE LEADS
WIN MORE DEALS
RETAIN AND GROW
ACCOUNTS

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CRM INTELLIGENCE PLATFORM
ESSENTIAL
COMPONENTS OF
CRM INTELLIGENCEDATA
INSIGHTS
CONNECTIONS

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COMPLETE, ACCURATE DATA
‣ Complete, accurate company and contact
information
‣ Real-time updates of company and contact
information
‣ Focus on decision makers
MEDIAFINANCIAL SOCIAL
CRM INTELLIGENCE PLATFORM
DATA
INSIGHTS
CONNECTIONS

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TIMELY, ACCURATE INSIGHTS
‣ Timely information about target market
‣ Engage prospects and customers with
relevant insights.
CRM INTELLIGENCE PLATFORM
DATA
INSIGHTS
CONNECTIONS

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COMPREHENSIVE CONNECTIONS NETWORK
‣ Leverage social and professional
connections
CRM INTELLIGENCE PLATFORM
DATA
INSIGHTS
CONNECTIONS

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CRM INTEGRATION
‣ Integrated into CRM and Marketing
Automation
CRM INTELLIGENCE PLATFORM
DATA
INSIGHTS
CONNECTIONS

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INTELLIGENT CONTENT MARKETING
‣ FIND MORE
LEADS
‣ WIN MORE
DEALS
Capture leads from any source (web
forms, events, manual input, etc.)
‣ RETAIN
AND GROW
SALES LIFECYCLE
MARKETING
SALES
ACCOUNT
MANAGEMENT
SALES
ACCOUNT
MANAGEMENT
MARKETING

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INTELLIGENT CONTENT MARKETING
‣ FIND MORE
LEADS
‣ WIN MORE
DEALS
Capture leads from any source (web
forms, events, manual input, etc.)
Enrich sparse leads with real-time data
‣ RETAIN
AND GROW
Score & route leads faster
Deliver more targeted e-mail campaigns
SALES LIFECYCLE
MARKETING
SALES
ACCOUNT
MANAGEMENT
SALES
ACCOUNT
MANAGEMENT
MARKETING

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#contentmkt13
INTELLIGENT CONTENT MARKETING
‣ FIND MORE
LEADS
‣ WIN MORE
DEALS
Capture leads from any source (web
forms, events, manual input, etc.)
Enrich sparse leads with real-time data
‣ RETAIN
AND GROW
Score & route leads faster
Deliver more targeted e-mail campaigns
SALES LIFECYCLE
MARKETING
SALES
ACCOUNT
MANAGEMENT
SALES
ACCOUNT
MANAGEMENT
MARKETING

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INTELLIGENT CONTENT MARKETING
‣ FIND MORE
LEADS
‣ WIN MORE
DEALS
‣ RETAIN
AND GROW
SALES LIFECYCLE
MARKETING
SALES
ACCOUNT
MANAGEMENT
SALES
ACCOUNT
MANAGEMENT
MARKETING
Capture leads from any source (web
forms, events, manual input, etc.)
Enrich sparse leads with real-time data
Receive complete, actionable leads quickly
Score & route leads faster
Deliver more targeted e-mail campaigns
Utilize connections & insights to engage
prospects

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INTELLIGENT CONTENT MARKETING
‣ FIND MORE
LEADS
‣ WIN MORE
DEALS
‣ RETAIN
AND GROW
SALES LIFECYCLE
MARKETING
SALES
ACCOUNT
MANAGEMENT
SALES
ACCOUNT
MANAGEMENT
MARKETING
Capture leads from any source (web
forms, events, manual input, etc.)
Enrich sparse leads with real-time data
Receive complete, actionable leads quickly
Be alerted to people and company changes
Score & route leads faster
Deliver more targeted e-mail campaigns
Utilize connections & insights to engage
prospects
Cross-sell and upsell your accounts
Manage more accounts

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Leads
Qualified Leads
Opportunities
Wins
Capture more leads from the same spend
Turn unproductive leads into qualified leads
Significantly improve marketing-generated pipeline
Capture the admiration of your partners in Sales
Drive greater impact on revenues
MORE QUALIFIED LEADS

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LEARN FROM THE BEST
Which best-in-class companies have winning content
strategies?

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@aternityinc
http://www.enduserexperience.info/

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• IBM
• Whole Foods
• Oregon Wine Board
• FedEx
• Intel
• United Nations
• Adobe
• & more…
Download at curata.com/resources
With a foreword by Rohit Bhargava
Author of Likeonomics &
Personality Not Included

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CRM INTELLIGENCE
IMPROVES CONTENT MARKETING
An 11% improvement in
form completions.
Reduce attrition and Identified
upsell opportunities across
1000’s of accounts.
22% Lead Conversion
12% Increase in Win Rate
33% Increase in Average Deal Size
SALES
Win more deals
ACCOUNT
MANAGEMENT
Retain more
customers
MARKETING
Find more leads

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THINGS TO REMEMBER
CONTENT MARKETING
➤ Create a balance between
created and curated content
➤ Think beyond your brand to
win customer confidence
➤ Always practice fair content
use rules
CRM INTELLIGENCE
➤ Maximize the impact of each
inbound lead
➤ More effective scoring, routing,
nurturing
➤ CRM Intelligence supports
each stage of the sales cycle

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QUESTIONS & MORE INFORMATION
Curata InsideView
Silverpop Taps InsideView for More Qualified,
Complete Leads. Download the case study now.
www.insideview.com
Ebook: 5 Simple Steps to
Becoming a Content
Curation Rockstar
Download: http://bit.ly/5stepscuration