Content marketing For Marketing Automation

DemandGen EMEA: Marketing Automation Webcast#4

Expert Panel: Content Marketing and Marketing Automation John Sweeney - DemandGenDoug Kessler – Velocity PartnersBob Apollo – Inflexion-Point

September 15th 2011/ 1PM EST/ 2PM CET

B2B Content for Marketing Automation

• Rules of Thought Leadership

• Aligning content to the buying cycle

• Best practices: Building an integrated content

marketing strategy with Marketing Automation tools

• B2B content marketing examples and successes

• Measuring the results

John SweeneyCustomer Success DirectorDemandGen UK

• John.sweeney@demandgen.com

• +44 207 096 1835

• www.demandgen.co.uk

• L B2B Marketing Automation UK

Who are DemandGen?

Locations EMEANorth AmericaAsia

#363 in Inc. Magazines 30th (2011) Annual “Fastest Growing Private Companies”

Bob Apollo FounderInflexion-Point Strategy Partners

www.inflexion-point.combob@inflexion-point.com

+44 7802 313300

Doug Kessler Creative DirectorVelocity Partners

www.velocitypartners.co.ukdoug@velocitypartners.co.uk

+44 (0)208 940 4099

Today’s Guests

Traditional Outbound Marketing is

Broken

Let’s Go!

The “buying process” begins long before a sales person contacts a prospect!”

� Blog-Articles

� Podcasts

� Videos

� Presentations

� eBooks

� Whitepaper

� Groups

Listeners Poll

Q1: Has your company deployed a Marketing Automation Platform? (e.g. Eloqua/Hubspot/Marketo/Siverpop/Pardot/Other)

A Yes - over 1 year ago

B Yes - less than 1 year

C No - but we're thinking about (within 1 year)

D No – No plans to Automate

E What is a Marketing Automation Platform?/Don't Know

Today’s Order – 50 minutes

Before You Start

“Building Foundations

For Your Content”

Do it!

“b2b Manifesto Case

Study”

Measure it!

“What happens next?”

Questions

Content Marketing for Marketing Automation

Content Marketing for

Marketing Automation:

Who is this Content For?

Bob ApolloInflexion-Point Strategy Partners

9

and what

• B2B Focus

• New Business

• Considered Purchases

• Lengthy Buying Processes

• Multiple Stakeholders

• Risk of “No Decision”

10

11

If you try to write for

everyone…

you’ll end up

appealing to no-one

12

Identify

With Your

Audience…

13

ORGANISATIONS

ROLESTIMING

ISSUES

14

Go Beyond Company Demographics...

Geography �

Industry �

Size �

� Structural

� Behavioural

� Environmental

IDEAL

PROSPECT

PROFILE

15

Target Key Stakeholders...

BUYER

PERSONA

Titles

Roles

Responsibilities

Goals

Motivations

Concerns

16

Trends, Issues and Trigger Events...

What’s Happening in their Markets?

� Legislation / Regulation

� New Technologies

� New Competitors

What’s Happening in their Companies?

� New Management

� New Strategies

� New Challenges

What’s Likely to

Grab their Attention?

Evolving Priorities Through the Buying Cycle

17

INACTIVE RECOGNISING EXPLORING EVALUATING APPROVINGSELECTING

NEEDS

NEEDS

SOLUTION SOLUTION

RISK

RISK

BUYING DECISION PROCESS

18

What

Next?

19

If you don’t know where you hope

to lead your reader…

they’ll end up

somewhere elseWith a t ip of the hat to Yogi Berra

20

What do you want your reader to do as a

result of consuming your content?

How can you make it as easy as possible

for them to do it?

21

Intentionally Creating Great Content:

Listening to the Voices of Your Customers

What’s important

to them?

What causes them

to start searching

for solutions?

Who do they turn

to for advice?

How and why do

they choose to buy?

Don’t Guess - Ask and Observe!

22

� Identify With Your Audience

� Understand Their Issues

� Talk to Their Priorities

� Start With The End in Mind

� Match Content to Decision Process

� Make it Easy to Take the Next Step...

Today’s Agenda – 50 minutes

Before You Start

“Building Foundations

For Your Content”

Do it!

“b2b Manifesto Case

Study”

Measure it!

“What happens next?”

Questions

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Today’s Agenda – 50 minutes

Before You Start

“Building Foundations

For Your Content”

Do it!

“b2b Manifesto Case

Study”

Measure it!

“What happens next?”

Questions

InquiriesInquiries

Marketing Qualified

Leads (MQL)

Marketing Qualified

Leads (MQL)

Sales Accepted

Leads (SAL)

Sales Accepted

Leads (SAL)

SalesQualified

Leads (SQL)

SalesQualified

Leads (SQL)

Closed Won

Closed Won

Nurture

Nurture / Qualify

Nurture / Close

MarketingHands-Off

Content Marketing for Marketing Automation

1. Deploy MA Platform

2. Drive Prospects & CustomersTo Content/Landing Pages/Forms

Measuring Results

Content Performance • Best Assets• Best Sources• Lead Generated• Revenue Generated

1. Lead Nurturing/Inbound Marketing

2. Marketing Automation Dashboards

Today’s Agenda – 50 minutes

Before You Start

“Building Foundations

For Your Content”

Do it!

“b2b Manifesto Case

Study”

Measure it!

“What happens next?”

Questions

Where to Find Us? - Online & Live

Bob Apollo

bob@inflexion-point.com

+44 (0)7802 313300

Download Ideal Prospect Prof i le and Buyer Persona templates from www.inf lex ion -point .com/templates

Doug Kessler

doug@velocitypartners.co.uk

+44 (0)208 940 4031

Download B2B Manifesto/

Content Market ing Workbook

www.veloc itypartn ers .co .uk/

John Sweeney

John.sweeney@demandgen.com

+44 (0) 207 096 1835

Group: B2B Marketing Automation Guide UK

www.demandgen.com

FUNNEL

1ST November 2011

London