Justin Gray of LeadMD explains the power of content in the middle of the funnel.

1. Stuck
in
the
Middle
With
You:
Overcoming
the
Mid-­‐Funnel
bell
curve

2. Welcome to the Jungle
Jus<n
Gray
CEO,
LeadMD
@myleadmd
•
Marke2ng
Automa2on
Experts
•
•
h=p://leadmd.com
•
•
•
LeadMD
2
Presentation Title
Marketo & Salesforce Consultancy
1000+ Engagements
Retainer & One Time
Service & Training offerings
Content & Data Offerings
Preferred Service Provider
11/8/13

3. THE
STARTING
POINT:
Tried
and
True
(maybe?)
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4. Everyone Loves to be on Top
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5. Wrong!
§ Most Lead Data Looks Like This
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6. Guess What?
We find there is NO correlation between NET
NEW Lead Count and Revenue.
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7. THE
(REAL)
STARTING
POINT:
Look
to
the
middle.
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8. Create the Gate
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9. Divide
&
Conquer
§ Create
Unique
Ac<on
Steps
– Align
Ac<ons
Around
Channels
§
§
§
§
9
Engagement
Successes
Abandons
Nurture
Entry
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10. Personas
MaSer
in
the
Middle
§ Revisit
persona
strategy
– Who
Did
you
Create
it
for?
§ Trash
what
sucks
– Align
to
your
content
plan
– Opera<onalize
in
accordance
with
nurture
§ General
Tracks
§ Persona
Tracks
§ Customer
Tracks
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11. Divide
&
Conquer
§ Create
Persona
Entry
Plans
– Align
Ac<ons
Around
Personas
§ Map
Content
to
Personas
§ Iden?fiable
Ac?ons
§ Debunking
Ac?ons
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12. Operationalize It!
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13. Build It!
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14. Measure It!
§ Align Content to Behaviors ?
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15. Analyze It!
§ How does Content Influence Behavior
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16. NOW
SCALE
IT
Don’t
Bring
a
Knife
to
a
Gun
Fight
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17. #Ac<on
§ So…
Now
It’s
Time
– Idea
to
Implement
§ CMS
/
Content
PlaEorm
– Kapost
§ Marke?ng
Automa?on
§ CRM
§ Social
Distribu?on
– Consump?on
to
Share
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18. #KeepItFresh
§ Refresh
Your
Library
CONSTANTLY
– Assemble
Your
Crew
§ PR
to
drive
placements
– High
Value
Placements
(HVP)
§ SEO
ensures
staying
power
– Organic
First
§ The
buyer
determines
your
ac?ons
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19. #Itera<on
§ 6
Month
Lifecycle
– Recycle
§ One
Topic
should
yield
at
least
3
others
– Reduce
§ Cut
out
noise
&
Outdated
Content
– Reuse
§ Change
Channels
&
Keep
it
Fresh
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20. #Results
§ Build
Repor<ng
based
on:
– Net
New
Names
– Content
Conversions
– MQL’s
– Influenced
Opportuni<es
§ Socialize
your
results
– Marketo
does
a
great
job
at
this
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21. #Value
SiriusDecisions
Inquiries
MQLs
SALs
SQLs
SQL-to-close
Benchmark
N/A
5.1%
61%
56%
26.5%
Best Practice
N/A
9.7%
82%
62%
29%
MQL = Marketing Qualified Lead
SAL = Sales Accepted Lead
SQL = Sales Qualified Lead (i.e. sales opportunity identified)
Example: Moving from Benchmark to Best Practice
§ For each 1,000 leads, best-in-class companies create 46 more MQLs than benchmark
companies (97 instead of 51). They create almost 10 additional deals (14.3 instead of
4.6 deals, a 300% increase).
§ Estimate: $150,000 additional revenue per month (based on 3 additional deals per
month at an average deal size of $50,000)
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22. #atLeadMD
§ Persona based nurture in 15 weeks
– Down from 40
– Lead flow increased by 37%
– Nurture program ROI up by 41%
– Form conversions boosted by 26%
§ 3X ROI on Persona Implementation
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23. KNOW
THAT
BUYERS
CHANGE
You’re
Not
Too
Big
to
Fail
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24. #Flexibility
§ Buyers
Change
– All
Marke<ng
is
Cyclic
– LeadMD
refreshes
Personas
Quarterly
§ Based
on
Your
Space
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25. #Failure
§ Be
Prepared
to
#fail
§ Sales
Fails
50%
of
the
Time
– Why
would
you
be
different?
§ Failure
breeds
learning
– Be
Prepared
to
Evolve
§ Bad
content
is
squeezing
us
all
§ The
buyer
is
flooded
§ Don’t
get
discouraged
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26. 26
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27. #CONTENTSF