Emily Wingrove, Director of Marketing at Synthio, discusses how to create effective content marketing strategies by starting with understanding the audience. She recommends identifying the target audience segments, such as event sponsors and attendees, and analyzing their characteristics using contact, firmographic, and technographic data. The document provides examples of content that addresses common scenarios and problems for each micro segment. It also outlines channels, messaging, and an campaign example that generated over 200 leads and $378,500 in revenue with a 25,000% ROI, demonstrating the importance of aligning content and channels with sales.
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Who is Emily Wingrove?
Atlanta based
Recently Rebranded Social123 Synthio
Loves a good Tempranillo
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The Goal.
For one, LEADS.
For two, Quality LEADS.
Making it happen with
content…..UNPAID content, that is.
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Before you pay a copywriter
Before you spend time on a well thought out strategy
Before you pay a designer
Before you even decide what KIND of content
Before ANYTHING -
But First…
CONSIDER YOUR AUDIENCE
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Who is my audience?
What does our audience care about?
What have we been saying to them lately?
How does our audience like being talked to?
What has triggered our audience in the past?
The segment
Titles, Companies, Skills, Affiliations, Past
Behavioral Data, Firmographic Data,
Technographic Data
But First…
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Event Marketers – too small of a segment (remember: LEADS)
What about…
Event sponsors
Event attendees
The Audience for Us
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The Audience for Us
Contact: Titles and skills that indicate audience
building, groups associated with events, posts and
articles posted by employees or on social that
suggest event sponsoring or attending
Firmographic: Company revenue that supports the
investment of event sponsoring, employee count
over 100, within targeted industries
Technographic: Companies that use CVENT or
Eventbrite as well as marketing automation or
CRM +
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On which channels are we most likely to find our audience?
Email
Advertising
Social
BDRs
AEs
The Channels
TOOLS
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What kind of content is it?
Use-case
What does it look like?
1-page
Easy-to-digest
Problem Solution style
What does the content say?
3 event scenarios and how to use data to
optimize each
Addresses each micro segment and how
they relate to one another
The Content & Messaging
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Marketing emails
BDR emails
BDR Calling Campaign
AEs shared with BOFU prospects
Ad Creatives
The Content & Messaging
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The Content & Messaging
“Did you email the reg list for MME?”
“Current attendee count?”
“Event prep”
Subject line samples
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Start with the AUDIENCE – don’t get caught in the weeds of content and
strategy
Take advantage of untapped segments
Take advantage of your channels
One touch/impression is never enough
Align tightly with sales/biz dev
Celebrate wins together
Paid content is great, but unpaid content can still be equally successful
Be authentic
What I Learned
SPECIFICALLY – unpaid content.
I’d be willing to bet you’ve all been there – extreme pressure to bring in leads, no budget left, and no time. It happens.
NOTE - Purposefully left the content TYPE out of the title. Why? Because it doesn’t matter as much as the audience.
Don’t forget that you can’t just talk to whoever you want in your database whenever you want however you want –
Drip campaigns are happening
Calling campaigns are happening
The whole audience or just a segment?
Andrea Bocceli
Or
Metallica?
The more you know, the better you can market
We we looking at titles that would be likely to build audiences
Companies that had large enough revenue to sponsor events
Contacts that were members of groups that involved events
***I also used our data as a service platform to clean up this segment that hadn't really been tinkered with in a while – normalized it and enriched it.
Let’s hone in
***I also used our data as a service platform to clean up this segment that hadn't really been tinkered with in a while – normalized it and enriched it.
This means we needed to create a piece of content AND email messaging, advertising copy and creative (across multiple social channels), and we had to get it printed for upcoming events that we were sponsoring.
Addressing the feeling, not the content
Email – we did plain text emails and templated emails from both marketing and the BDRs.
Subject lines - Not only is this my personal philosophy, but I’ve tested it over and over again and subject lines that address a feeling or a pain point are much more successful than subject lines that address what content is in the email.
Calling campaign – worked closely with our bdr team to ensure that we were closing the loop together as a team with a variety of touches on a variety of channels.
Ads – targeted them at the same audience (list) that we emailed
Email – we did plain text peer-to-peer emails from marketing (with no ask) and plain text emails from the BDRs with a more direct approach, with an ask
Subject lines - Not only is this my personal philosophy, but I’ve tested it over and over again and subject lines that address a feeling or a pain point are much more successful than subject lines that address what content is in the email.
Ads – targeted them at the same audience (list) that we emailed
From unpaid content the average downloads are around 150
Conversion from Lead to Opp is around 35%
Close % is typically around 8%