5 steps to optimize your lead nurturing process: the right content to the right audience
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OPTIMIZE YOUR LEAD NURTURING PROCESS: THE RIGHT CONTENT TO THE RIGHT AUDIENCE
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PRESENTED BY:
AMERICAN MARKETING ASSOCIATION
Pawan Deshpande Founder and CEO, Curata
Brian Kelly CMO, InsideView
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InsideView for Marketing
5 CONTENT MARKETING ESSENTIALS
1. COMPLETE YOUR CONTENT TOOLBOX
➤ Beyond marketing automation, what technologies must every marketer leverage?
2. WORK WITH COMPLETE LEADS EVERY TIME
➤ How can you eliminate incomplete leads from your demand generation world?
3. PERSONAS, PILLARS, PLACE
➤ Do you have a high performing content marketing strategy built on who you’re targeting,
what you’re going to tell them and where you’re going to reach them?
4. BALANCED APPROACH: CREATION and CURATION
➤ You are going to create some, but that’s not enough. How can content curation extend
your reach?
5. LEARN FROM THE BEST
➤ Best-in-class examples are winning with their content marketing strategies?
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NEW MARKETING PARADIGM
Inbound Lead Strategies
➤Leverage the buyers that are
finding you online
➤Automatically enrich all leads
➤Deliver relevant content
through the sales process
Content Marketing Rules
➤Content must be relevant
➤ In the right channel
➤You need both curated and
created
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WEBINAR AGENDA
➤ How B2B Marketing Has Changed
➤ Content Creation and Curation
➤ Sales Process with Automated Lead Enrichment
➤ Examples
➤ Questions
SLID
E :5
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B2B MARKETING HAS CHANGED
➤87% of B2B marketers cite content marketing as a top marketing
strategy*
➤64% of B2B content marketers say their biggest challenge is
producing enough content*
➤ 87% of B2B marketers use social media to distribute content
➤ Interesting content is a top 3 reason that people follow brands on
social media
➤ 57% of buying decisions are made before the first sales call
➤ 74% of marketers are challenged to generate high-quality leads
*http://bit.ly/curatab2b2012
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POLL QUESTION
What percentage of your leads are driven by inbound strategies?
➤ <10%
➤ 10-25%
➤ 26-50%
➤ 51%-75%
➤ >75%
➤ I don’t know
PERSONAS, PILLARS, PLACE
Is your content marketing strategy built on who you’re targeting, what you’re going to tell them, and where you’re going to reach them?
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POLL QUESTION
Where do your inbound leads come from?
➤ Blog posts
➤ Web Forms
➤ All of the above
➤ None of the above
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THE AGE OF CONTENT MARKETING
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CONTENT DRIVES THE BUYING CYCLE
PEER CONTENT
Educate customers on the
need, Create Interest
EXPERT CONTENT
Describe solutions, Create
Preference
VENDOR CONTENT
Define Products, Differentiate from
Competitors
1 2 3
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CONTENT MARKETING WORKS
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Source: Curata’s 2012 Content Curation Adoption Survey http://bit.ly/CurataAdoption2012
WHAT ARE YOUR MARKETING CHALLENGES?
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*http://bit.ly/Beastcuration
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➤Published a “Best of” post
➤Commented or shared a link on Twitter
➤Pasted a link to Facebook with your commentary?
HAVE YOU EVER?
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• Blog Posts
• News Sites
• Newsletters
• Social Media
• Podcasts
• eBooks
• Special Reports
• Infographics
• Polls & Surveys
• Video
• Webinars
Download at www.curata.com/resources
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THEN YOU’VE CURATED
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CONTENT CURATION DEFINED
“Content curation is the process of consistently finding,
organizing and sharing the most relevant and highest quality
digital content on a specific topic for a target market.”
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THE CONTENT CURATION PROCESS
Find Curate Share
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CURATION IN MUSEUMS
You can create value simply by curating.
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FIND
Sources
➤RSS Feeds
➤News Sites
➤Blogs
➤Trade Pubs
➤Journals
Schedule a regular and consistent time every day to review content.
Blog Post: http://bit.ly/CurationSources
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ORGANIZE
➤Categorize
➤Tag
➤Group
➤Index
➤Archive
➤Recommend
Think like a librarian when organizing content.
Blog Post: http://bit.ly/CurationOrganize
– Use categories & tags in blog software
– Make your CTA point to another piece of content
– Create digests & roll-up summaries
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SHARE
➤Website / Microsite
➤Blog
➤Mobile devices
➤Email Newsletter
➤Embeddable Widgets
➤Feeds
➤Social Media
Share content everywhere your audience is.
Blog Post: http://bit.ly/CurationShare
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CREATE – ADD VALUE
➤Abstract
➤Quote
➤Retitle
➤Parallelize
➤Storyboard
➤Summarize
Add more commentary that amount of the content you repost
http://bit.ly/CurateAnnota
te
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THINK BEYOND YOUR OWN BRAND
➤ Include competitor content
➤ Include content that may not agree with your position
➤Become a trusted and reliable authority
You may need to curate competitor content to become a thought leader.
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CONTENT CURATION & FAIR USE
➤Share only a portion of the original content
➤Always attribute sources
➤Drive visitors to the original publication
➤Follow the Google “Rule of Thumb”
Create, curate, but never pirate content.
http://bit.ly/CurationEthics
CRM INTELLIGENCE™ Find More Leads, Win More Deals, Grow Accounts
START THE SALES PROCESS WITH
AUTOMATED LEAD ENRICHMENT
How can you eliminate incomplete leads from your
demand generation world?
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MORE LEADS, LESS INFORMATION
OUTBOUND MARKETING
Lists Email +
Telemarketing
INBOUND MARKETING
SEO
Social Media
Marketing Automation
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INBOUND LEAD CHALLENGES
Inefficient
➤ Incomplete leads ignored
➤Too much manual research
➤Too many form fields
➤ Improperly routed leads
➤Sales frustration
➤Significant lead loss
➤Nurturing fails
➤Lower pipeline values
➤Decreased lead volume
➤Missed revenue opportunity
Costly
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©2013 InsideView. All rights reserved.
CRM INTELLIGENCE
GET MORE LEADS
WIN MORE DEALS
RETAIN AND GROW
ACCOUNTS
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CRM INTELLIGENCE PLATFORM
ESSENTIAL COMPONENTS OF
CRM INTELLIGENCE DATA
INSIGHTS
CONNECTIONS
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COMPLETE, ACCURATE DATA
‣ Complete, accurate company and contact
information
‣ Real-time updates of company and contact
information
‣ Focus on decision makers
MEDIA FINANCIAL SOCIAL
CRM INTELLIGENCE PLATFORM
DATA
INSIGHTS
CONNECTIONS
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TIMELY, ACCURATE INSIGHTS
‣ Timely information about target market
‣ Engage prospects and customers with
relevant insights.
CRM INTELLIGENCE PLATFORM
DATA
INSIGHTS
CONNECTIONS
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COMPREHENSIVE CONNECTIONS NETWORK
‣ Leverage social and professional
connections
CRM INTELLIGENCE PLATFORM
DATA
INSIGHTS
CONNECTIONS
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CRM INTEGRATION
‣ Integrated into CRM and Marketing
Automation
CRM INTELLIGENCE PLATFORM
DATA
INSIGHTS
CONNECTIONS
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INTELLIGENT CONTENT MARKETING
‣ FIND MORE
LEADS
‣ WIN MORE
DEALS
Capture leads from any source (web
forms, events, manual input, etc.)
‣ RETAIN
AND GROW
SALES LIFECYCLE
MARKETING
SALES
ACCOUNT
MANAGEMENT
SALES
ACCOUNT
MANAGEMENT
MARKETING
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INTELLIGENT CONTENT MARKETING
‣ FIND MORE
LEADS
‣ WIN MORE
DEALS
Capture leads from any source (web
forms, events, manual input, etc.)
Enrich sparse leads with real-time data
‣ RETAIN
AND GROW
Score & route leads faster
Deliver more targeted e-mail campaigns
SALES LIFECYCLE
MARKETING
SALES
ACCOUNT
MANAGEMENT
SALES
ACCOUNT
MANAGEMENT
MARKETING
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#contentmkt13
INTELLIGENT CONTENT MARKETING
‣ FIND MORE
LEADS
‣ WIN MORE
DEALS
Capture leads from any source (web
forms, events, manual input, etc.)
Enrich sparse leads with real-time data
‣ RETAIN
AND GROW
Score & route leads faster
Deliver more targeted e-mail campaigns
SALES LIFECYCLE
MARKETING
SALES
ACCOUNT
MANAGEMENT
SALES
ACCOUNT
MANAGEMENT
MARKETING
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#contentmkt13
INTELLIGENT CONTENT MARKETING
‣ FIND MORE
LEADS
‣ WIN MORE
DEALS
‣ RETAIN
AND GROW
SALES LIFECYCLE
MARKETING
SALES
ACCOUNT
MANAGEMENT
SALES
ACCOUNT
MANAGEMENT
MARKETING
Capture leads from any source (web
forms, events, manual input, etc.)
Enrich sparse leads with real-time data
Receive complete, actionable leads quickly
Score & route leads faster
Deliver more targeted e-mail campaigns
Utilize connections & insights to engage
prospects
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#contentmkt13
INTELLIGENT CONTENT MARKETING
‣ FIND MORE
LEADS
‣ WIN MORE
DEALS
‣ RETAIN
AND GROW
SALES LIFECYCLE
MARKETING
SALES
ACCOUNT
MANAGEMENT
SALES
ACCOUNT
MANAGEMENT
MARKETING
Capture leads from any source (web
forms, events, manual input, etc.)
Enrich sparse leads with real-time data
Receive complete, actionable leads quickly
Be alerted to people and company changes
Score & route leads faster
Deliver more targeted e-mail campaigns
Utilize connections & insights to engage
prospects
Cross-sell and upsell your accounts
Manage more accounts
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Leads
Qualified Leads
Opportunities
Wins
Capture more leads from the same spend
Turn unproductive leads into qualified leads
Significantly improve marketing-generated pipeline
Capture the admiration of your partners in Sales
Drive greater impact on revenues
MORE QUALIFIED LEADS
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LEARN FROM THE BEST
Which best-in-class companies have winning content
strategies?
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@aternityinc
http://www.enduserexperience.info/
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• IBM
• Whole Foods
• Oregon Wine Board
• FedEx
• Intel
• United Nations
• Adobe
• & more…
Download at curata.com/resources
With a foreword by Rohit Bhargava
Author of Likeonomics &
Personality Not Included
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CRM INTELLIGENCE IMPROVES CONTENT MARKETING
An 11% improvement in
form completions.
Reduce attrition and Identified
upsell opportunities across
1000’s of accounts.
22% Lead Conversion
12% Increase in Win Rate
33% Increase in Average Deal Size SALES
Win more deals
ACCOUNT
MANAGEMENT Retain more
customers
MARKETING Find more leads
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THINGS TO REMEMBER
CONTENT MARKETING
➤ Create a balance between
created and curated content
➤ Think beyond your brand to
win customer confidence
➤ Always practice fair content
use rules
CRM INTELLIGENCE
➤ Maximize the impact of each
inbound lead
➤ More effective scoring, routing,
nurturing
➤ CRM Intelligence supports
each stage of the sales cycle
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QUESTIONS & MORE INFORMATION
Curata InsideView
Silverpop Taps InsideView for More Qualified,
Complete Leads. Download the case study now.
www.insideview.com
Ebook: 5 Simple Steps to
Becoming a Content
Curation Rockstar
Download: http://bit.ly/5stepscuration
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