11. Content for Lead Generation
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12. 56% of advanced B2B marketers said
content-based offers were their most
successful campaigns.
- Demand Gen Report Research
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13. Multi-Channel Marketing
Promote valuable and relevant content across multiple channels to increase brand
awareness and lead generation
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14. Content is Key to Engagement
Develop a curriculum and content plan that
matches a buyer’s journey.
Become a trusted advisor by educating before
selling.
Get found by optimizing your content for search
engines.
Use paid advertising to bolster organic search.
Reinforce content across multiple
channels.
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15. Creating Content that Converts
1. Build the right foundation for your content
campaigns
2. Identify the right content formula
3. Utilize content in lead gen/lead nurture campaigns
4. Measure the impact of your content campaigns
5. Get maximum mileage out of your content
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17. Drive Engagement with Content Marketing
Multiple Channels
• Promote content through
multiple channels
• Follow the buyer’s journey
Continuous Process
• Engagement is a continuous
process
• Nurturing is essential
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19. What is Nurture?
Engaging with and
building a relationship
with prospects and
customers by providing
relevant and timely
information based on
their needs, not yours
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21. Focus Nurturing on Funnel Stages
Use nurturing
programs to create
leads and move them
through the sales
funnel, focusing on
where a prospect is at
in their buying cycle
Introduce Act-On
with lighter content – videos
and white papers
Offer persona-specific
content to help aid buying
process for prospect
Decision-supportive
content, post-sale
programs, and ongoing
customer communications
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22. What methods should I use in nurturing?
57%
Sales calls
53%
Email newsletters
50%
White papers
48%
Research-based/thought-leadership content
45%
Webinars
43%
Videos
31%
Teleprospecting calls
Social media
29%
Direct mail
29%
27%
Blog posts
21%
Infographics
Podcasts
Advertorial/infomercial content
10%
9%
Which of the following methods are most effective at nurturing leads?
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N=282
Source: BtoB magazine: Lead
Generation Research, July 2013
25. Content Marketing Benchmarking Metrics
• Which channels are
performing best?
• Page Views
• Form completion/
abandonment rates
• Content/asset downloads
KEY: Keep your benchmarking metrics easy, understandable, and insightful
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26. Measure Revenue Impact
• Which campaigns are
performing best?
• Pipeline Contribution
• Revenue Impact
• Where should I focus my
marketing budget?
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27. Ready to Learn More?
Interested in a demo
Call +1 (877) 530-1555
Email sales@act-on.com
Web www.act-on.com
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28. Q&A
Paige Musto
@PR_Maven
Director of Communications
Act-On Software
Janelle Johnson
@janelle_johnson
Director, Demand Gen
Act-On Software
www.act-on.com | @ActOnSoftware | #ActOnSW
Hinweis der Redaktion
At the awareness stage example content includes: visual content like infographics, helpful blog posts. White papers or eBooks, invitation to webinars and events.At the interest/consideration stage example content includes: Demo requests, product overviews, event/webinar invites and value guides.At the evaluation/purchase stage example content includes: Competitive differentiators, buyers guides, special offers/promo, and sales proposal.At stage 4 & 5 example content includes: onboarding information, training resources, product updates, renewal notices.
Create Once – Use ManyRepurpose/reformat existing piecesBreak up longer content assets
What do we need do to more effectively to sell and market? It comes down to needing to create content. A curriculum of content. A content plan that matches the buyer’s journey. How do you take them through that journey and become a trusted advisor? And how do you get found along the way? What are some of the techniques you are using? As a marketing automation company that focuses a lot on outbound (i.e. email nurturing), we found it is also very important to have an inbound capability. The ability to help customers get found. How does that search engine compliment the paid advertising you are doing. And then, how do you optimize that across all channels and touch points? Social is very important and marketing through social channels is critical. Because people are going to find you that way, and learn about you through social media. They are also going to get reinforcements through that channel.
[Leo to add speaker notes from the “5 Steps to creating Content That Converts to Revenue” blog]
A recurring question we hear time and again from customers and prospects is that they have a difficult time creating enough content to feed the engagement cycle. But you would be surprised how much content you do have. To make sure you are getting the most from the content you do have, repurpose and utilize content across multiple channels in multiple formats.People consume content quite differently from one another. Some prefer a blog post or an RSS feed, while others may be more interested in attending a webinar to get the information. What is important to remember is that offering information in variety of formats allows you to get more reach with the content that you already have.This slide here is an example of that type of repurposing content. We started with a white paper called “Getting Started with Marketing Measurement.” From there, we did an email campaign, we then posted it on our website so it can be found through the search engines, we have blog posts written about this so people can consume it in shorter, smaller bits. It was then turned into a webinar with the same title as the white paper. Then we could do social media promotions around it as well through twitter, Facebook and LinkedIn.This one white paper has become a rich source of useful content that can feed campaigns for weeks and possibly even months. It provides multiple touch points through multiple channels on one piece.