Taking A Smart Approach To Content-Driven Demand Gen

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TakingASmartApproachToContent-DrivenDemandGen

ForTodayandTomorrow

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§ Wherewehavebeen

§ Wherewearegoing

§ Wherethingsareboundtogofromthere

TakingASmartApproachToContent-DrivenDemandGen

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Acqu

isiti

on,

Lead

gen

Chan

nel

Supp

ort

Exis

ting

Vert

ical

s

Prospect, Client and Market-Aligned – and Built to Scale

Go-to-Market and Creative Operations

Client/Market/Competitive Intelligence & Research

Corp Branding, Reputation and Communications

New

Ver

tical

(s)

Cont

ent

Exec

utio

n

Content Needs, Concept, and Frame/Fodder

Transition after

Launch Period

Demand gen and Client Comms Management

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Engagement Streams for net new leads created based on buyer stage and persona.

Net new and TOF leads – Engagement Stream

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Buyer Consideration Cycle

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BasicMarketingTechStack–Overview

SEM

ContentMarketing&SEO

DataIntelligence

A/B,Web&EmailTesting

SocialMedia

ToolsUtilizedin3Q14-1H15

Operational

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StraightForwardApproachToBranding

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It Drove Big Results (3Q15 vs 3Q14) • Inbound engagement lead volume up 3.5X versus

3Q15 vs 3Q14; Inbound lead spend down 60%• 14,000 nurture leads in pipeline from dead or dormant in SF

• Marketing funnel drives daily forecasts and pacing reports • >50% of upsell/cross-sell ARPU opportunities driven by

content/marketing automation

• Inbound leads now drive ~100% of closed deals

Organic Drives Inbound Leads – with CPL of ~$20 and CPA of ~$190

• Organic Leads Outpace Paid Search by 11 to 1• Churn cut in half; LTV up dramatically• Unique visits up 150+%

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§ Increasedengagementfunnelby6.5x(YoY)§ LeadprofilingcombinedwithMarketo streamsandlandingpagepersonalization,device/cross-

OSanddeviceoptimization§ Real-TimePersonalizationrolledoutenablefastentryintodiverseverticalmarkets§ Lead“purity”wasensuredviaRingLead-Marketo integrationfacilitatingde-duping§ A/Btestandoptimizeallresponseaspectsonwebsiteandlandingpages.

§ BoostedSALsby3.8x§ NurturestreamintroductionwithdatabaseprofilingandPredictiveLeadScoringtotune,targetandoptimize

yieldfromonlythoseoptimalprospects

Content-DrivenDemandGen NowDrivingBusinessModel2H15Upping theTechStackGame:Introduced&IntegratedReal-TimePersonalization;PredictiveLeadScoring,DatabaseMulti-pointProfiling

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§ Upsellincreasebyover70%§ Competitortargetingbyfunctionandcontractstage- combinedwithcontextualcontentand

Marketo nurturestreams§ Contentandstreamtargetsimprovedleadscoringqualityby25%inthreemonths

§ PredictiveLeadScoringintegratedwithSalesforceandMarketo§ IntroducedReferralPartnerandResellerChannelsviademandgen hubandmanaged

throughchannelpartnerplatform.§ StrategicPartnershipsassessedandvaluedthroughdemandgen platformcapabilities§ Launchednewproductarea,withnoadspend,demandgen platform-based– increased

clientbase/freetrialsby>50%infirst60days.

Content-DrivenDemandGen NowDrivingBusinessModel2H15Upping theTechStackGame:Introduced&IntegratedReal-TimePersonalization;PredictiveLeadScoring,DatabaseMulti-pointProfiling

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Content-drivenDemandGenAcceleratesResultsandFlexibility

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PersonalizedContent-DrivenDemandGenEnablesBrandShift

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§ PredictiveLeadScoringandDeepDatabaseProfilingbyCompanyandIndividual CombinetoIncreaseSalesVelocity

§ PredictiveContentCombinewithPredictiveLeadScoringtoTuneYield

§ BuyerPyschological State-MappingtoContent,CombinedwithPredictiveContentandPredictiveLeadScoring,IncreaseBothYieldandVelocity

NextStepsforTakingContent-DrivenDemandGentoNextLevel

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PsychologicalMappingtoContent-DrivenDemandGen

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ThankYou!

TakingASmartApproachToContent-DrivenDemandGen

PRESENTEDBY

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