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#B2BMX
Content that Convertsstarts with
AUDIENCE
Emily WingroveDirector of Marketing, Synthio (formerly Social123)
#B2BMX
Who is Emily Wingrove?
Atlanta based Recently Rebranded Social123
Synthio Loves a good Tempranillo
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The Goal. For one, LEADS. For two, Quality LEADS. Making it happen with
content…..UNPAID content, that is.
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Before you pay a copywriter Before you spend time on a well thought out strategy Before you pay a designer Before you even decide what KIND of content Before ANYTHING -
But First…
CONSIDER YOUR AUDIENCE
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Who is my audience? What does our audience care about? What have we been saying to them lately? How does our audience like being talked
to? What has triggered our audience in the
past? The segment
Titles, Companies, Skills, Affiliations, Past Behavioral Data, Firmographic Data, Technographic Data
But First…
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Event Marketers – too small of a segment (remember: LEADS) What about…
Event sponsors Event attendees
The Audience for Us
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The Audience for UsContact: Titles and skills that indicate audience building, groups associated with events, posts and articles posted by employees or on social that suggest event sponsoring or attending
Firmographic: Company revenue that supports the investment of event sponsoring, employee count over 100, within targeted industries
Technographic: Companies that use CVENT or Eventbrite as well as marketing automation or CRM +
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On which channels are we most likely to find our audience?
Email Advertising Social BDRs AEs
The Channels
TOOLS
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What kind of content is it? Use-case
What does it look like? 1-page Easy-to-digest Problem Solution style
What does the content say? 3 event scenarios and how to use
data to optimize each Addresses each micro segment and
how they relate to one another
The Content & Messaging
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Marketing emails BDR emails BDR Calling Campaign AEs shared with BOFU prospects Ad Creatives
The Content & Messaging
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The Content & Messaging
“Did you email the reg list for MME?”
“Current attendee count?”
“Event prep”
Subject line samples
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613 Downloads 204 Leads Generated (33%) 123 Opps Created (60%) 21 Closed-Won Opps (17%) Total Revenue (to date): $378,500 ROI: 25,000%
The ResultsMktg Emails
237
BDR Emails178
Social35
Ads163
#B2BMX
Start with the AUDIENCE – don’t get caught in the weeds of content and strategy
Take advantage of untapped segments Take advantage of your channels
One touch/impression is never enough Align tightly with sales/biz dev
Celebrate wins together Paid content is great, but unpaid content can still be
equally successful Be authentic
What I Learned