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(#CMWorld 14 presentation) We have entered the age of content, context, and the customer experience. Audiences crave knowledge, answers, and entertainment, while marketers strive to provide remarkable brand experiences that capture the hearts and minds of their prospects and customers. Leading brands have become storytellers, but content creation and distribution is not enough. Marketers must go beyond brand storytelling to deliver personalized, highly relevant communications across all channels, and connect their actions to marketing goals including subscribers, reach, website visitors, leads, sales and customer retention. TAKE-AWAYS: * Learn how gaps in talent, technology and strategy are impacting content marketers’ ability to maximize ROI. * Build integrated content marketing campaigns that take a scientific approach to success. * Discover tools and techniques to connect content marketing activities to bottom-line business results.
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#CMWorld sept. 9, 2014
7 Steps to Becoming a Performance-‐Driven Content Marketer
presented by paul roetzer (@paulroetzer)
CEO | PR 20/20
what’s holding businesses back from achieving performance poten7al?
0%10%20%30%40%50%60%70%80%90%
100%
short-term impact proven long-term impact proven
29%36%
just 36% of CMOs have quan7ta7vely proven the short-‐term impact of markeOng spend. that figure
drops to 29% when demonstraOng long-‐term impact.
source: 2014 CMO Survey
@paulroetzer www.pr2020.com#CMWorld
on average, marketers depend on data for just 11% of customer-‐related decisions.
!source: CEB
@paulroetzer www.pr2020.com#CMWorld
B2B marketers say just 9% of CEOs and 6% of CFOs use markeOng data to help set corporate direcOon.
source: ITSMA, VisionEdge and Forrester
@paulroetzer www.pr2020.com#CMWorld
image: Xurxo Mar[nez
talent gap + tech gap + strategy gap = PERFORMANCE gap
@paulroetzer www.pr2020.com#CMWorld
there has never been a be_er Ome to be a (content) marketer
@paulroetzer www.pr2020.com#CMWorld
7 steps (actually 10) to drive performance
@paulroetzer www.pr2020.com#CMWorld
1) align expecta7ons and poten7al.
@paulroetzer www.pr2020.com#CMWorld
Define FoundaOon Projects
subjecOve analysis internal stakeholders 10 secOons 27 profile fields 132 factors 0-‐5 = liabiliOes 6-‐7 = neutrals 8-‐10 = assets
www.TheMarke7ngScore.com
generate leads86%
85% convert sales
build brand46%
51% increase loyalty
brand
leads
sales
loyalty
Source: PR 20/20’s 2014 Marke8ng Score Report
high-‐priority goals
@paulroetzer www.pr2020.com
brand
leads
sales
loyalty
key performance indicator (KPI) weaknesses at every stage of the marketing funnel affect the ability of organizations to achieve business goals.
n=318 PR 20/20 | 2014 Marketing Score Report
Growth Goals vs Marke7ng Budgets
0%
10%
20%
30%
40%
50%
Aggres
sive (>
20%)
Moder
ately A
ggress
ive (15
-‐20%)
Moder
ate (10
-‐15%)
Moder
ately C
onserv
a7ve (5
-‐10%)
Conser
va7ve (<5
%)
5%8%
14%
19%
32%38%
21%
12% 12%
6%
Growth Goals Budgets
misaligned expecta7ons?
Source: PR 20/20’s Marke8ng Score Report
Average Scores by Section
Business Cores
MarkeOng Cores
Audiences
MarkeOng Team Strength
MarkeOng Technology UOlizaOon
MarkeOng Performance
Social Media MarkeOng
Lead Sources
Public RelaOons
Content MarkeOng0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
25%
29%
32%
39%
41%
44%
47%
50%
56%
63%
Source: PR 20/20’s 2014 Marketing Score Report
Business Cores (63%) and Marke7ng Cores (56%) are the highest rated secOons. Lead Sources (32%), Public RelaOons (29%), and Content MarkeOng (25%) are the lowest.
n=318
@paulroetzer www.pr2020.com#CMWorld
2) commit to core strength.
@paulroetzer www.pr2020.com#CMWorld
of marketers say their lack of skills is impacOng revenue in some way !source: 2012 MarkeOng Skills Gap Report
75%@paulroetzer www.pr2020.com#CMWorld
of companies lack necessary digital skills in key areas of social media, mobile, internal social networks, process automaOon, and performance monitoring and analysis. !source: Capgemini ConsulOng
90%@paulroetzer www.pr2020.com#CMWorld
capable of building, managing and execu/ng
fully integrated campaigns that produce results
@paulroetzer www.pr2020.com#CMWorld
content markeOng
build editorial strategies. develop and acOvate distribu7on plans. create effecOve copywri7ng that is buyer-‐persona focused, opOmized, technically sound and results driven. tell your brand story. integrate content into social, search, PR, lead nurturing and customer loyalty strategies.
@paulroetzer www.pr2020.com#CMWorld
data analysis
!
idenOfy top KPIs, and report the metrics that ma_er.
turn data into ac7onable intelligence. uncover anomalies, trends and opportuni7es. adjust strategies based on data, in real-‐Ome. Oe acOviOes to performance and bo_om-‐line results.
@paulroetzer www.pr2020.com#CMWorld
how do we find the unicorns?
@paulroetzer www.pr2020.com#CMWorld
businesses must take the ini7a7ve to mold their own modern marketers
@paulroetzer www.pr2020.com#CMWorld
assess markeOng team strengths and weaknesses
www.TheMarke7ngScore.com
h`p://bit.ly/performance-‐pack
6 classes, 43 categories, 947 companies
3) integrate at all costs.
#CMWorld@paulroetzer www.pr2020.com
Subscribers, fans, followers, leads, and customers choose when and where to interact with your brand.
They do not differen7ate between markeOng departments and channels.
@paulroetzer www.pr2020.com#CMWorld
analyOcs automaOon coding content digital ads email mobile public relaOons search social tech websource: Altimeter’s The Converged Media Imperative
the new marke7ng mix
@paulroetzer www.pr2020.com#CMWorld
4) take a full-‐funnel approach.
#CMWorld@paulroetzer www.pr2020.com
sample KPIs
website traffic social reach subscribers
lead volume lead quality score
lead-‐to-‐sale conversion rates cost of customer acquisi7on (COCA)
customer life7me value (CLV) customer reten7on rates recurring revenue
brand
leads
sales
loyalty
@paulroetzer www.pr2020.com#CMWorld
h`p://bit.ly/performance-‐pack
h`p://bit.ly/performance-‐pack
5) balance builders and drivers.
#CMWorld@paulroetzer www.pr2020.com
blogging martech stack media relaOons search engine opOmizaOon social engagement website
builders are recurring campaigns designed to create and expand assets
@paulroetzer www.pr2020.com#CMWorld
Website traffic
Inbound links
Lead volume
Lead-to-sale conversion rates
Lead quality scores
Cost of customer acquistion (COCA)
0 1 2 3 4 5 6 7 8 9 10
3.2
2.6
3.5
3.3
3.2
4.1
4.6
5.3
5.4
5.7
5.9
7.0
Blogging high performers (n=74)All others (n=244)
1.7x
1.8x
1.7x
1.5x
2.0x
1.4x
blogging high performers (8-‐10) dominate all others in a number of criOcal marke7ng performance metrics.
PR 20/20 | 2014 Marketing Score Report
Blogging High Performers vs. All Others by Performance Metrics
@paulroetzer www.pr2020.com
lead nurturing original research reports persona-‐based lead gen referrals retargeOng ads website conversion opOmizaOon
image: Pedro Moura Pinheiro
drivers are campaigns designed to capitalize on exisOng assets to accelerate success
@paulroetzer www.pr2020.com
sample monthly game plan
40 points
60 points
drivers 40%
builders 60%
@paulroetzer www.pr2020.com#CMWorld
6) personalize the customer journey.
#CMWorld@paulroetzer www.pr2020.com
the customer journey is personal and in perpetual mo7on
@paulroetzer www.pr2020.com#CMWorld
Source: Google
it is their journey, not yours
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Source: Chiefmartech.com
the customer journey does not follow a linear path defined by marketers
@paulroetzer www.pr2020.com
90% of daily media interac7ons are screen basedsource: Google, The New MulO-‐Screen World
@paulroetzer www.pr2020.com
B2B buyers may be
up to 90% through their journey before contacOng a vendor. !source: Forrester
image: Jayneandd@paulroetzer www.pr2020.com
Define FoundaOon Projects
blog posts podcasts website video email
webinars mobile apps
tailored markeOng through a deep understanding of buyer persona needs + the ability to deliver personalized messages
Image: HubSpot
we have entered the age content, context and the customer experience
@paulroetzer www.pr2020.com#CMWorld
7) measure everything.
#CMWorld@paulroetzer www.pr2020.com
data > intelligence > acOon > outcomes
@paulroetzer www.pr2020.com#CMWorld
76% of marketers believe measurement is important, while only 29% believe they are doing it well.
!
source: Adobe
@paulroetzer www.pr2020.com#CMWorld
markeOng dashboards that report ac7vi7es rather than business outcomes
are a major cause of the disconnect between marketers and the C-‐suite.
!
source: ITSMA, VisionEdge and Forrester
@paulroetzer www.pr2020.com#CMWorld
Source: HubSpot@paulroetzer www.pr2020.com
Source: HubSpot
keep score of what ma_ers
@paulroetzer www.pr2020.com
h`p://bit.ly/performance-‐pack
every campaign is a series of projects designed to achieve a goal
8) embrace agility.
#CMWorld@paulroetzer www.pr2020.com
@paulroetzer www.pr2020.com#CMWorld
always be activating
@paulroetzer www.pr2020.com#CMWorld
9) be remarkable and different.
#CMWorld@paulroetzer www.pr2020.com
Define FoundaOon Projects
create more value, for more people, more oien, so when it’s Ome to choose,
they choose you
new marketing imperative
10) move your markeOng forward.
#CMWorld@paulroetzer www.pr2020.com
“78 % of execuOves and managers indicated that digital transformaOon will be criOcal to their organizaOons within the next two years, yet 63% felt the pace of change in their organiza7ons was too slow. The most frequently cited
obstacle was “lack of urgency.”
—MIT Sloan Management Review and Capgemini ConsulOng
@paulroetzer www.pr2020.com#CMWorld
success is one of the greatest impediments to progress
@paulroetzer www.pr2020.com#CMWorld
a case study in performance-‐driven content markeOng
#CMWorld@paulroetzer www.pr2020.com
The organizaOon sought to infuse its sales pipeline with new leads, segment and priori7ze its exisOng lead database of 10,000+ contacts, drive short-‐term sales conversions through its web store, and idenOfy larger-‐scale enterprise sales opportuni7es.
@paulroetzer www.pr2020.com#CMWorld
@paulroetzer www.pr2020.com
go beyond storytelling great content answers quesOons, inspires, and mo7vates audiences to take ac7on
@paulroetzer www.pr2020.com#CMWorld
• integrated strategy • database segmentaOon • lead-‐scoring system • survey • premium content assets • landing page • smart lead forms • a/b tesOng (email and landing page) • social sharing • email workflows • sales integraOon • website CTAs • media pitches • analyOcs
@paulroetzer www.pr2020.com
• 1,980+ survey responses • 2,470+ ebook downloads • 1,720+ new contacts • 2,490+ web store leads • 1,170+ enterprise sale opportuni7es
@paulroetzer www.pr2020.com#CMWorld
1) align expecta7ons and poten7al. 2) commit to core strength. 3) integrate at all costs. 4) take a full-‐funnel approach. 5) balance builders and drivers. 6) personalize the customer journey. 7) measure everything. 8) embrace agility. 9) be remarkable and different. 10)move your markeOng forward.
paul roetzer, @paulroetzer !CEO | PR 20/20 author | The Marke8ng Performance Blueprint (Wiley, 2014) & The Marke8ng Agency Blueprint (Wiley, 2012) creator | MarkeOng Score & MarkeOng Agency Insider
www.pr2020.com