From Pillar To Promotion: How To Create Killer Content That Drives Growth
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SPEAKER: Sean Crowley of Dun & Bradstreet http://b2bmarketing.exchange
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From Pillar To Promotion: How To Create Killer Content That Drives Growth
- 1. The 2017 B2B Marketing Data Report Sean T. Crowley Director of Product Marketing February 2017 From Pillar to Promotion
- 2. Content pillars take time… and a village.
- 3. 3PRESENTATION TITLE The B2B Marketing Data Report takes six months and a variety of teams across the organization to complete. Summer (Q3) Fall (Q4) Winter (Q1) Spring (Q3) Meet with data teams and conduct analysis Circulate report outline Work with agency to source images and design PDF Promote asset through native and paid advertising Finalize overall report theme Analyze and consolidate survey responses Circulate PDF for edits (2-3 rounds) Create break-out pieces to use in nurture, on the blog, etc. Create survey and email campaigns Finalize report outline and circulate Conduct check-in calls with creative, demand, and web teams Determine design agency Write first draft and circulate to team then submit to agency Build campaigns (write emails, create landing pages, banner ads, PR announcements, etc.) Conduct research for influencer insights and statistics Hold kick-off call with creative, demand, and web teams Create enablement content to help sellers position the asset Begin promotion (launch email, landing page, syndication, etc.)
- 4. 4 We work for several weeks on overall theme of the report and design concept until we get it right.
- 5. 5PRESENTATION TITLE As we finalize the piece, we work with demand to determine what copy and assets we need for promotion.
- 6. 6 Where did paid ads for last year’s report run? PRESENTATION TITLE Cross-Device Display Content Syndication Social Media Display
- 7. The 2016 report ad drove the highest number of view-based leads in 1H and the highest CTR!
- 8. 8PRESENTATION TITLE Once the report is complete, we break out sections to build off of and leverage for demand and nurture. Account-Based Marketing Trend Spotlight (5 pager) Programmatic Marketing Trend Spotlight (5 pager) SnapApp Quiz
- 9. 9PRESENTATION TITLE What’s new this year? 6 BILLION records analyzed to provide the current state of data quality 400+ B2B marketing professionals surveyed to provide insight on the latest trends in marketing Insight from Dun & Bradstreet regarding ways you can activate data across your channels to ignite growth for your business And you’ll all receive a copy today!
- 10. #B2BMX
Hinweis der Redaktion
- Demand gen team, email team, social team, internal creative team, persona team, LOB leadership, data teams, marketing opps, events, etc.
- This year, we wanted to focus the report on our vision of your go-to-market engine and how data impacts each of the main components.
- Landing page Promotional emails Ad copy and graphics Copy for content syndication PR outreach programs Enablement materials
- Generated 8 million impressions Social: LinkedIn, Twitter and Facebook – paid and organic
- This year, we were able to analyze a larger scope of D&B’s customer data. (6B company and contact records) We conducted another successful survey of over 400 B2B marketing professionals from demand marketers to VPs and CMOs so that we could provide you with industry insights (including the challenges marketers face) regarding profiling, targeting and revenue acceleration
- This year, we were able to analyze a larger scope of D&B’s customer data. (6B company and contact records) We conducted another successful survey of over 400 B2B marketing professionals from demand marketers to VPs and CMOs so that we could provide you with industry insights (including the challenges marketers face) regarding profiling, targeting and revenue acceleration