4 LEADERSHIP SHIFTS YOU MUST MAKE FOR SUCCESSFUL CONTENT MARKETING IN 2016

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I am a marketer.

I’ve written 3 books.

Head of Marketing StrategyOpenView Venture Partners

Previously atExactTarget & Salesforce

ABOUT KYLE

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1. BUILDING THE RIGHT TEAM

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BUILDING THE RIGHT MARKETING TEAM

MARKETING

Operations Creative

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BUILDING THE RIGHT MARKETING TEAM

MARKETING

Operations Creative

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BUILDING THE RIGHT GO-TO-MARKET TEAM

GO-TO-MARKET

Operations Creative Inbound Research

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BUILDING THE RIGHT GO-TO-MARKET TEAM

GO-TO-MARKET

Operations Creative Inbound Research

Marketing AutomationAnalytics

Digital Manager

WriterEditorDesignVideoEvents

BDR / SDRField Sales

Data Scientists

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REMEMBER TO SUPPORT THE DOTTED LINE

GO-TO-MARKET

Support

Corporate Sales

Customer Success

Product

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THE MOST IMPORTANT DOTTED LINE?

GO-TO-MARKET

Support

Corporate Sales

Customer Success

Product

v

v

2. THOUGHT LEADERSHIP IS NOT ABOUT YOU

THOUGHT LEADERSHIP STARTS WITH YOUR CUSTOMER

Customer Survey – primary research developed for your customer’s customer. For example, interviewing 2500 consumers on how they use a mobile phone.

Peer Survey – primary research for peer groups. Example – sell to marketers? Interview marketers on their plans for next year.

Benchmark – use internal data to create benchmark metrics for the industry. Example – analyze 2M emails on best time to send for the retail industry

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3 TYPES OF THOUGHT LEADERSHIP

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CUSTOMER SURVEY

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PEER SURVEY

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BENCHMARKING THE INDUSTRY

RESULTS?

$15M MQP

$15M MQP$1.5M CLOSED

$15M MQP$1.5M CLOSED

80% PRESS

3. DON’T FORGET INTERNAL ACTIVATION

INTERNAL ACTIVATION OF CONTENT IS ALMOST MORE IMPORTANT THAN EXTERNAL

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REMEMBER THE DOTTED LINE

GO-TO-MARKET

Support

Corporate Sales

Customer Success

Product

• Powerpoint deck of relevant data points

• Call script for BDR team

• Product data sheets corresponding with deliverable

• Downloadable Deliverable

• Single page snapshot

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INTERNAL ACTIVATION KIT

4. OBSESS OVER UNIT ECONOMICS

OPEN RATECLICK THROUGH RATE

COST PER CLICKTIME ON SITEBOUNCE RATE

LEAD CLOSE RATECLOSE RATE PER CHANNEL

CONVERSION RATEMQL PER CHANNEL

DIG DEEP

“We must move from numbers keeping score to numbers that drive better actions.”

David Walmsley

CAC RATIOPAYBACK PERIOD

CUSTOMER RETENTION

YOU ARE NOT MARKETERS.

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FOUNDERS OR THE CEO

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DEMAND GEN OR CONTENTMARKETING EXPERTS

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YOU ARE EXPERIENCE MAKERS AND MANAGERS

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EXPERIENCE IS THE ONLY THING THAT MAKES YOU RELEVANT

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THANKS!FIND ME @KYLEPLACY