Not Your Mother's Content Syndication: How to Make 3rd-Party Demand Gen an Effective Pipeline Driver
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Content syndication has been a B2B marketing staple for years, but recent inbound philosophy, ABM focus, and shiny new tech promises have left many marketers unsure where their 3rd-party demand gen tactics fit in. View this SlideShare and watch the on-demand webinar (link in deck) for ideas to amplify your team's impact on revenue by pairing scalable 3rd-party demand gen tactics with the modern data, technology, and principles (like predictive, automation, and ABM) available to today's marketer.
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Not Your Mother's Content Syndication: How to Make 3rd-Party Demand Gen an Effective Pipeline Driver
- 1. Not Your Mother’s Content Syndication: How to Make 3rd-Party Demand Gen an Effective Pipeline Driver
- 3. Agenda • Observations on B2B marketing challenges today • A framework for success: the strategy, data, and tech that top organizations use to supercharge their 3rd-party demand results • Dawn’s recipe for making 3rd-party demand gen the #1 pipeline producer for her company 3
- 4. 2018 B2B Marketing Trends 4
- 6. Marketing-Contributed REVENUE is a Mandate © 2018 Integrate, Inc. 6
- 7. 7 30% of marketers said marketing-influenced pipeline is primary metric they’re measured against (a 3 percentage-point increase over 2017). 28% of marketers said they have specific revenue-based quotas (a 5 percentage-point increase over 2017) Revenue Impact is Mandatory What is the primary metric you are measured on?
- 9. 9 I was crying at night looking at all the time my team was spending manually preparing data files from all the different vendors, trying to get the data validated, loading it into the system, then running reports to see all the bounce-backs that were coming from the vendors. And after all that manual effort to get leads IN, I still struggled to determine the lead sources that were driving in great leads. 3rd-Party Demand Gen Can Be Painful & Uncertain Leslie Cocco Alore Director of Global Marketing Operations
- 10. 10 “We needed to extend our hard work beyond our website. Paying attention to other sites and treating them like our own – thoughtful of the content we put on them, what they were doing and how they are performing – is key to our strategy’s success.” Dawn Colossi But Inbound Doesn’t Scale. “In reality, it’s crazy to think all your target accounts are just going to show up to your website.” Jen Pockell Dimas
- 12. It’s Getting MORE Complicated… 12
- 13. New Tech is Distracting
- 14. Demand Plan 14
- 15. Do’s and Don’ts of 3rd-Party Demand Gen 15
- 17. Typical Process
- 18. 5 Steps to Success 18 1. Create your Ideal Customer Profile 2. Develop your content library 3. Build and automate nurture programs 4. Select multiple media partners and publishers 5. Don’t forget program planning and structure • Set short and long term goals • Develop a program calendar • Map out lead flow process and governing quality • Comply with data privacy regulations • Measure, report, and analyze performance
- 20. of Buyers say they research and find the appropriate solution providers Source: ITSMA 73% Content
- 21. • Automated • Account-based • Multi-channel • BDR collaboration Nurture
- 22. Media Partners and Publishers Content Promotion • Strength/Focus • Search Rankings • Channel and Marketing Methods • Partner/Publisher Editorial Content Vendor Policies • POC • Lead Return Policy • Compliant Data Privacy • Secure Data Transfer
- 23. Program Strategy and Structure • Goals • Calendar • Lead flow/governance • Data privacy • Measure, report, analyze
- 24. 24
- 25. Dawn’s Recipe for Scaling Pipeline 25
- 27. • 45% of accounts we identified continue to engage, 14% of those turn to pipeline • #1 performer at Commvault - possibly because it’s the most trackable. Results (aka, why I’m here)
- 28. The Real Buyer’s Journey
- 29. 2018 Demand Generation Benchmark Survey Report, which surveyed marketers on how they will be measured and which KPIs will influence strategy. 73% of respondents indicated a greater focus on quality of leads over quantity of leads.
- 30. Use Intent Data to Figure Out Where Your Audience Is WHERE WHO WHAT TYPES OF CONTENT Data provided by The Big Willow www.thebigwillow.com
- 31. CAPTURE Awareness Stage Content ENGAGE Decision Stage Content CONVERT Awareness/Decision Stage Content Remember, it’s a journey.
- 32. It’s An Introduction, Not a Lead
- 33. Nurture: Always On and Automated Content Syndication Self-Nurture Content/Website Outbound Nurture Retargeting
- 34. 34 Nurture: Always On and Automated L L L L L L L L L L L L Paid Social Paid Social Content Distribution Content Syndication Website/ Solution Page Content Syndication Display Search Outbound Nurture Website/ Solution Page Ungated Content/ Self Nurture Website/ Solution Page Ungated Content/ Self Nurture Gated Content/ Self Nurture Display Landing Page Retargeting Retargeting Retargeting Landing Page Landing Page Gated Content/ Self Nurture Gated Content/ Self Nurture Outbound Nurture
- 35. Worldwide Digitally Engaged Acquisition Channels (count of domains)