Why Publishers Need to Think Like Marketers

#HubSpotIPS

Why Publishers Need to Think Like Marketers

Seth Nichols Owner/CEO, Longitude Media

Owner, CEO

@CAD_Mktg

SETH NICHOLS

FUNDAMENTAL DISCONNECT

Publishers value old business models

•  Brand strength

•  Reach

•  Audience Demos

Marketers value campaigns’ measurable ability to increase sales pipeline

Transportation vs. Railroad

Marketing vs. Publishing

Challenge #1: Diminishing customer value of display campaigns

Challenge #2: Our Prospects are Our Competitors!

Challenge #3: CPLs negotiated as a commodity

•  All leads are NOT the same

•  Not all customers understand

ROMI

Source: Forrester Research

1)  Align and Re-train your entire organization!

2)  Acquire the tools and expertise required to remain relevant!

ACTIONS NEEDED TODAY!

Action: Align Sales Organization Must know marketing metrics, funnel metrics, language:

Contact to MQL (32%) ➔ SQL (32%) ➔ Pipeline (28%) ➔ Close (26%) = 0.75%

1000 contacts ➔ 320 MQls ➔ 102 SQLs ➔ 29 Pipeline ➔ 7 deals

Cadalyst: 420 SQLs ➔ 309 Pipeline (74%) ➔ 146 Close

(47% total / 69% to client)

A word about “Value Add”....

•  Market intelligence

•  Buyer’s journey research

•  Campaign best practices

Action: Align Editorial

•  Team should understand

context: attract, identify,

nurture and convert high

quality prospects

Source: Forrester Research

Editorial and Content Marketing

Action: Align Circulation

Reach vs. Quality

•  60,000 readers vs. 5,000

prospects in an active product

sales cycle, TODAY

•  Industry benchmarks

•  HubSpot workflows and automated

emails to launch surveys on content

and lead quality

Revenue:

$1,457,430 from $30,000 ➔ 2% ROMI

Pipeline:

$3,086,250 from $30,000 ➔ 0.97% ROMI

ACTION #2: Acquire the Tools and Expertise Required to Remain Relevant

How to Prove It •  Map content to the buyer’s

journey

•  Use content to pick up explicit

and behavioral purchase intent

HubSpot Implementation:

•  Lists, workflows, event triggers,

CTAs, lead scoring etc. combine

to make the bigger picture

Reminder: We are a valued marketing partner because….

1)  Publishers have better visibility

to pick up purchase signals

•  70%+ reality

Reminder: We are a valued marketing partner because….

2) Publisher’s content is more highly

valued by prospects.

2)  Use tools and processes your customers use

3)  Prove your value for each campaign: Return on Marketing Investment

4)  Build products for business predictability and inevitable downturns

1)  Align organization with customer goals

• Publishers/sales teams of consultative marketers

• Content teams understand the buyer’s journey

• This is hard!

Be Marketers, Not Publishers