reach and engage your prospects with the right …...• 6 steps to engaging your prospects • how...

Romanoff Consultants • 524 Broadway 11th Floor, New York, NY 10012 • (212) 390-0400 • www.romanoffconsultants.com

ReachandEngageYourProspectswiththe

RightContent


June,2017


Agenda2

• Engagement economy• How Do I Create High Quality Content?• 6 Steps to Engaging Your Prospects• How to take it to the next level• Takeaways


3

John SmithRecruitment SpecialistCompany

John Smith at Company

John Smith at Company


4

Deliver the right content, to the right people, at the right time


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ENGAGEMENTECONOMY

Mustdeliverauthenticandhyperpersonalizedexperiences

5


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66 to90%of the buyer’s journey is completebefore he or she even reaches out

to a sales person

1 Regalix March2016B2B marketingexecutivesandbusinessleaderssurvey(N=707, 35%fromNorth America)


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1. Perform ContentAudit

2. Content Mapping

3. Select Segments and

Format

4. Map Channels 5. Measure Performance

6. Iterate and Optimize

6 Basic Steps to Engaging Your Prospectswith the Right Content


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PerformContentAudit• What do we already have?• What works? • What doesn’t? • Evaluate existing

segmentations• Identify gaps and opportunities • Flag content you can

repurpose


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MapContent:CreateBuyerPersonas

who they are: fictional, generalized representations of your ideal customers

Askingquestions...• Idealcustomer:collectbasicdetailsaboutidealbuyerandtheircompany

• Jobroles:whattypeofpeoplearetypicallyinvolvedinbuyingcycle,theirseniorityandinteractions

• Painpoints:whataretopbuyer’spainpoints,howdoesyourproducthelpthemsolvetheproblem

• Questions:whatquestionsdotheyaskatdifferentstageofthebuyingcycle

• Channel:howdoeseachpersonaconsumecontentandwhatsortofcontentwouldtheyfindbeneficial

• Objections:howdotheychallengeyourvalueproposition,whatobjectionsdoyouanticipatefromyourpersonalduringsalesprocess

10Example

WasinchargeofallPPC/SEO/SEM initiativesHastolearnanewskill,quicklyMustshowresultsbutstilllearninghowtodoitIsbothexcitedabout innovation inthe industryandfindsitannoyingasit’shardtoconstantlylearnnewskillsWantseasytousetools

IsunofficialGrowthOfficer intheCompanyOwnsTechnologybudget,hastoreportonROIoftheinvestmentWantssoftwarethatwillexecuteonbusinessandmarketinggoalsWantsvisibilityintowhat’sworkingandwhat’snotworking,whatneedstochange

Caresabout:demand/pipelinegeneration,flawlessexecution,careergrowth,upgradingskillset,knowledgetransfer,notgettingfired

Cares about: demonstratingROIofthemartechinvestment,implementingomnichannelstrategy,improvingcapabilitiesadoptionthroughouttheorganization

Challenges: dataandtechnologyoverload,sellingusecasestoSales,IT,execs

Challenges:workingwithSales, gettingbuy-infromProducttotakeoncustomer-centricapproach,breakingdownsilos

MarketingAutomationPractitioner- Jack

ChiefMarketingOfficer-Jamie


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MapContent:LeadLifecyclewhere they are in the buying cycle

• Defining buyer'sjourney asitalignswiththesalesfunnel

• Topofthefunnel:“awareness”stage–whereprospectsarelookingforanswers,resources,andeducation

• Middleofthefunnel:“consideration”stage,apersonhasclearlydefinedtheirproblemanddoingheavyresearchonwhetheryourproductisagoodfitforthem

• Bottomofthefunnel:“decision”stage iswhereyourprospectsarefiguringoutexactlywhatitwouldtaketobecomeyourcustomer

1 RegalixMarch2016B2Bmarketingexecutivesandbusinessleaderssurvey(N=707,35%fromNorthAmerica)


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Example

Interest


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ExampleINTEREST


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MapContent:SegmentationsandContentMatrix

how they consume content

• Listkeypersonas• Whatdotheycareaboutatdifferentstagesoftheirjourney

• Whendodifferenttypesofcontentworkbest

• Isolateplatformsthecontentwillbedeliveredon

Lifecycle Stage

Buy

er P

erso

na


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PerformContentAuditPERSONA LIFECYCLESTAGE

PERSONANAME AWARENESSHave realized&expressedsymptomsofapotentialproblemoropportunity.

INTERESTHaveexpressed interest,clearlydefinedandgivenanametotheirproblemor

opportunity.

DECISIONHavedefinedtheirsolution

strategy,method,orapproach.

Describepersonacharacteristics

List primarymotivations,problemsandopportunitiesabovepersonaneedshelpwith

Content ideas…

Content ideas…

Content ideas…


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ChoosingFormatandChannels

Mappingtheformat• Differenttypesofcontentallowyoutotargetdifferentaudiences(considerpersonaandlifecycle)

• Usinganumberofformatsismoreeffectivethanusingone

• Keepyourvoiceconsistentacrossformats

Isolatingthechannels• Bywhoyou’retargeting• Bychoosingbetweenpaid,earnedorownedchannels

• Byanalyzingeffortrequiredversusthebudgetallocatedandultimately,thelikelyROI


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Segmentations:dividingmarketintodistinctgroupswithdistinctneeds,characteristics,orbehaviourwhomightneedseparateproductsormarketingmixes

Segmented campaigns get 14.64% more opens and 59.99% more clicks than

non-segmented campaigns


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ExampleHere’swhatittranslatestoinaleadnurturesetupinamarketingautomationplatform• Bybuyer persona• Byleadlifecyclestage


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Example


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AdditionalSegmentations

ConsumerCompany• Progressiveprofiling• Askaquestion(survey)• Levelsofengagement• Pastpurchasesorhowmuchspent

• Howneworhowlongsincelastpurchase

• Frequencyofpurchasing• Personalinterests

Isolatingthechannels• Bywhoyou’retargeting• Bychoosingbetweenpaid,earnedorownedchannels

• Byanalyzingeffortrequiredversusthebudgetallocatedandultimately,thelikelyROI


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MeasuringContentEffectiveness• Measureperformance

• Decideonobjectives,andhowyou’llmeasurethembeforecreatingcontent

• Waystomeasurewhetheryourobjectiveistoattract,convert,closeordelight

• Thetoolstomeasureyourcontentmarketingsuccess– freeandpaid

• Increasecontentleverage• Reuse• Repurpose,sliceanddicecontent• Improve/iterate


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MeasureandIterateContinuously

12016B2B/B2C ContentMarketingTrends—NorthAmerica:ContentMarketingInstitute/MarketingProfs

77%ofB2Corganizationsand88%ofB2Bfirmsareusingcontentmarketingwhileonly38%ofB2Bmarketersreportedthattheywereeffectiveatcontentmarketing

B2BCOMPANIESUSINGCONTENTMARKETING1

88%

B2BMARKETERSFEELTHEYAREEFFECTIVEATCONTENTMARKETING1

38%

B2CORGANIZATIONSUSINGCONTENTMARKETING1

77%

ContentMarketingStats


"Happiness,inonesense,isafunctionofhowcloselyourworldconformstotheinfinitevarietyofhumanpreference.”MalcolmGladwell


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ABMandDemandUnitWaterfall

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THERISEOFINBOUNDMARKETING

COMPLEXITY

THEEVOLUTIONOFTHEDEMANDWATERFALL

THEIMPORTANCEOFTELEQUALIFICATIONANDTELEPROSPECTING

INCREASEDEMPHASISONACCOUNT-BASEDMARKETING

RISEOFGO-TO-MARKETSTRATEGIESBASEDONBUYERNEEDS

RISEOFPREDICTIVEANALYTICSANDINTENTMONITORING

• ShiftfromgeneratingleadstoAccount-BasedMarketing• AligncontentandmarketingperformanceKPIstogeneratingrevenue

• Changeorganizationalfocustodemandunits(complexbuyingcommitteesandcomplexportfolios)

• FurtheralignProduct,Marketing,andSales

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Takeaways• Audit existingcontent• Mapcontentagainstyourpersonasandleadlifecycle

• Translateinrelevantchannels

• Takeittothenextlevel• Measureanditeratecontinuously

• Slice,dice,andrepurposeyourcontent

THANKYOU

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IngaRomanoffCHIEFEXECUTIVEOFFICERROMANOFF CONSULTANTS

524 BroadwayFloor11NewYork,NY10012

Phone: (212)390-0400E-mail:[email protected]

MARKETINGAUTOMATION

BLACKBELTDATAINITIATIVES

INDUSTRYTRENDS

GLOBALMARKETER

80%

90%

70%

Skills

CONNECTWITHMEGlobalMarTechExpert,ThoughtLeader

SALESLEADERSHIPEXPERIENCE

70%

92%

@ingaroma

www.linkedin.com/in/ingaromanoff

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