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Why Publishers Need to Think Like Marketers

Seth NicholsOwner/CEO, Longitude Media

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Challenge #1: Diminishing customer value of display campaigns

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Challenge #2: Our Prospects areOur Competitors!

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Challenge #3: CPLs negotiated as a commodity

• All leads are NOT the same

• Not all customers understand

ROMI

FUNDAMENTAL DISCONNECT

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Marketers value a campaigns’ measurable ability to increase sales pipeline

Transportation vs. Railroad

Marketing vs. Publishing

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1) Align and Re-train your entire organization! 2) Identify Purchase Intent and PROVE IT:

– Acquire the tools and expertise required to remain relevant!

ACTIONS NEEDED TODAY!

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Action: Align Sales Organization

Contact (1,000) to MQL (32% / 320)

➔ SQL (32% / 102)

➔ Pipeline (28% / 29)

➔ Close (26% / 7 deals) = 0.75%

Sales must know funnels, metrics and marketing lingo(more than reach and demos…)

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Action: Align Editorial

• Team should understand

context: attract, identify,

nurture and convert high

quality prospects

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Action: Align Circulation

Reach vs. Quality

• 60,000 readers vs. 5,000

prospects in an active

product sales cycle,

TODAY

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1) Align and Re-train your entire organization! 2) Identify Purchase Intent and PROVE IT:

– Acquire the tools and expertise required to remain relevant!

ACTIONS NEEDED TODAY!

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Source: Forrester Research

Identify Purchase Intent

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• 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

UnknownVisitor

Awareness

Consideration

PreferenceSale

Loyalty

Awareness

Consideration

PreferenceSale

Loyalty

Awareness

Consideration

PreferenceSale

Loyalty

SEOSocialDirect

Initial CTAs Include:• House Assets• Newsletters• Buyers Guides• Client Assets

EDITORIAL DRIVES …

PROGRESSIVE DATA CAPTURE

On-going Persona/Prospect IdentificationLead Nurturing

Target EmailOffers Target CTAs

Site Activity(Behavioral)

Other EventActivity (Behavioral)

ProductCategory A

ProductCategory B

ProductCategory C

DOWNLOADABLE ASSETS DRIVE …

# of LQLS

KnownContact

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• 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

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Reminder: We are avalued marketing partner because….

Publishers have better visibility

to pick up purchase signals

• 70%+ reality

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Reminder: We are a valued marketing partner because….

Publisher’s content is more

highly valued by prospects.

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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

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QUESTIONS?