Advanced Nurturing - Creating and Sustaining Content
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The document discusses Intradiem's journey in developing an advanced nurturing program through sustained content creation. It outlines Intradiem's challenges with long sales cycles, an inactive database, and limited resources. It then details how Intradiem established editorial calendars, developed content for different nurturing tracks aligned to the buyer's journey, and leveraged both internal and external resources. Key metrics like open and click rates are used to evaluate content performance across stages to optimize the nurturing program over time.
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Advanced Nurturing - Creating and Sustaining Content
- 1. Page 1 © 2013 Marketo, Inc.#mus13 Advanced Nurturing – Creating and Sustaining Content Lee Anne Wimberly, Intradiem Cyndie Beckwith, Marketo
- 2. Page 2 © 2013 Marketo, Inc.#mus13 Meet Your Speakers Lee Anne Wimberly Director of Marketing Cyndie Beckwith Executive Director, Marketo
- 3. Page 3 © 2013 Marketo, Inc.#mus13 Once Upon a Time CLICKER!!! prospect uninterested stakeholder champion Dormant but valuable Content Fan
- 4. Page 4 © 2013 Marketo, Inc.#mus13 Great Perils
- 5. Page 5 © 2013 Marketo, Inc.#mus13 Happy Ending
- 6. Page 6 © 2013 Marketo, Inc.#mus13 Intradiem • 50-person software company • Contact center intraday management • Direct sales with marketing sourcing 70% of pipeline • Internal team • CMO • Director • 2 Managers • 3 Lead Generation Reps • External • Agency for creative • Industry expert authors • Sales-focused content consultant • Journalist trained freelancer • Video content producer
- 7. Page 7 © 2013 Marketo, Inc.#mus13 Challenge • Long sales cycle and low deal volume • Difficult to see revenue results quickly enough to direct course • Multiple stakeholders, inexperienced buyers • Limited marketing budget • Hodge-podge database, largely inactive • A lot of eggs in the email basket
- 8. Page 8 © 2013 Marketo, Inc.#mus13 What Holds Us Back?
- 9. Page 10 © 2013 Marketo, Inc.#mus13 Overview of nurture tracks • Each track has specific goal, aligned with buying stage • Content sent should support the goal • Leads promoted to different nurture tracks based on specific actions (success) or demoted, based on inaction General •Gain trust •Thought leadership •Blog type content •Success = content consumption (3 emails ) Early •Integrate Intradiem messaging, gauge interest •Intradiem papers, webinars •Blog content •Success = Attend appt. Middle •Educate/validate value prop •Analyst reports •ROI calculator •Stakeholder info •Success = Sales stage changed Late •Stay in touch/reinforce sales efforts •Case studies •Intradiem impact •Success = Deal closed Buyer Goals Shifting: Latent Need to Risk Mitigation
- 10. Page 11 © 2013 Marketo, Inc.#mus13 EXTREME CONTENT
- 11. Page 12 © 2013 Marketo, Inc.#mus13 Resources by Content Type •Internal team •Sales content consultant •Video Producer •Internal team •Sales content consultant •Internal team •Freelancer •Experts •Video Producer •Internal team •Experts •Freelancer General Early LateMiddle
- 12. Page 13 © 2013 Marketo, Inc.#mus13 Tools: Editorial Calendar • Editorial Calendar • Yearly – broad topics (update as needed) • Quarterly – plan out big pieces and fill out plan • Bi-weekly editorial meetings • Write, rinse and repeat • Evaluating Topic Themes: • Relevance: Is it related to your prospect’s primary goals and the challenges they’re interested in addressing? • Depth: Is it broad enough to be approached from several different perspectives? • Significance: Does it reflect your strongest areas? Credit: Content Marketing Institute
- 13. Page 14 © 2013 Marketo, Inc.#mus13 Editorial Calendar Example Theme Ideas Industry Company PR/Ads Depth Relevance Significance Jan Different in 2013 Fulfilling resolutions 9.0 Launches ICMI guest topic: culture and morale, Feb Social Media Michael Pace Social Webinar Support World Mar Metrics that Matter commentar y on Contact Babel report CCA's Call Center Expo CMIQ blog Apr Back Office Research Results Webinar SWPP, NICE, Hosted Event SWPP Member Email
- 14. Page 15 © 2013 Marketo, Inc.#mus13 Integrating with Calendar
- 15. Page 16 © 2013 Marketo, Inc.#mus13 Tools: Bi-Weekly Editorial Planning
- 16. Page 17 © 2013 Marketo, Inc.#mus13 Tools: Contentinator
- 17. Page 18 © 2013 Marketo, Inc.#mus13 Webinar
- 18. Page 19 © 2013 Marketo, Inc.#mus13 Re-Use Webinar Stats Article Case Study Snippets Quotes Blog Survey White paper Article Infographic Fast Facts Webinar Conference Presentation White Paper Article Blog Conference Presentation Snippets Quotes Video Article Blog Case Study Press Release Quotes
- 19. Page 20 © 2013 Marketo, Inc.#mus13 Folding It In General GL-6-reasons-agents-disengage DB-tips-choosing-contact-center- manager GL-5-WFM-practices-NEW GL-5-metrics-customer-centricity MP-Social Media CCH-creative-scheduling-NEW JB-frontline-agents-rescue-cust-NEW VH-5-ideas-minimize absences Early VH-5-ideas-minimize-absences MM-7-fundamentals-coaching Baseball vs basketball video GL-5-WFM-practices-NEW JB-frontline-agents-rescue-cust-NEW CCH-creative-scheduling-NEW Middle 3 steps to help agents retain info Convergys case study video Dynamic delivery video Performance-based assignments Late Q: 15 minute sessions Q: Prioritize assignments Q: Existing technologies Topical BlogNew VideoWebinar
- 20. Page 21 © 2013 Marketo, Inc.#mus13 Example: Video
- 21. Page 22 © 2013 Marketo, Inc.#mus13 Video Program • Monthly sessions • 4 pieces – Thought leadership – Tips – Product – Culture • Live switch = quick turnaround • Feature different speakers • Video-Lite • Phone or live audio interviews • Audio editing • Set backgrounds and formats • Key point call-outs • Product, best practices, objections
- 22. Page 23 © 2013 Marketo, Inc.#mus13 Measurement • 7% increase in open reach year over year • Opened/Delivered • Overall effectiveness metric • By track • Email metrics for content • Success metrics for track • Active vs. Inactive • Content engine • More • Varied • Efficient • More testing opportunities
- 23. Page 24 © 2013 Marketo, Inc.#mus13 Our Journey Early 2012 • Scheduled blasts • Mostly Early content • Little targeted content – industry or title • Mini welcome program Fall 2012 • General Track launched • Early Track Launched • Transition existing leads based on behavior • Expanded welcome program incorporating tracks Winter 2013 • Middle Track Launched • Late Track Launched • Customized welcome program based on source Spring 2013 • Fold in expanded product – Phase 1 • Improved measurement Summer 2013 • Fold in expanded product – Phase 2 • Re-engagement program Late 2013 • Fold in 4 new markets
- 24. Page 25 © 2013 Marketo, Inc.#mus13 What’s Next? • Lean Marketing Approach • Expanded Product Suite • Additional Markets • Pipeline velocity • More general and early track stakeholder content • Improved Measurement
- 25. Page 26 © 2013 Marketo, Inc.#mus13 Content Rules @ Marketo
- 26. Page 27 © 2013 Marketo, Inc.#mus13 Marketo Revenue Model & Stages Early Mid Late
- 27. Page 28 © 2013 Marketo, Inc.#mus13 Buying Stage & Content Types Early Pre- Opp Mid Pre- Opp Late Post-Opp How to be a Better Marketer Why Marketing Automation Why Marketo • Research • Funny videos • Infographics • Thought Leadership • Buying Guides • RFP Templates • ROI Calculators • Whitepapers • Webinars • Pricing • Demos • 3rd Party Reviews • Case Studies
- 28. Page 29 © 2013 Marketo, Inc.#mus13 Organizing Content
- 29. Page 30 © 2013 Marketo, Inc.#mus13 1. Evaluate Content Performance Specific to Stage, and role if applicable 2. Some Content may not perform well in one stage or with specific role, but does in another 3. Test, test, test Measuring Effectiveness of Content
- 30. Page 31 © 2013 Marketo, Inc.#mus13 How To Measure 1. Organize Emails in Folders by Stage 1. Early Stage 2. Mid Stage 3. Late Stage 2. If segmenting by Role/Title add this into the foldering of the emails 3. Through RCA, run reports accessing the folder for results of all emails in that folder Effectiveness of Content
- 31. Page 32 © 2013 Marketo, Inc.#mus13 Measuring Effectiveness of Content
- 32. Page 33 © 2013 Marketo, Inc.#mus13 Early Stage, Executive 27.0% Open Rate 13.3% Click to Open Rate (CTOR) 3.6% Click through Rate (CTR) Subject: Executive Viewpoint: More Predictable Revenue Through RPM 35.5% Open Rate 28.1% Click to Open Rate (CTOR) 10.0% Click through Rate (CTR) Subject: Improve ROI of Your CRM
- 33. Page 34 © 2013 Marketo, Inc.#mus13 Early Stage, Executive 27.0% Open Rate 13.3% Click to Open Rate (CTOR) 3.6% Click through Rate (CTR) Subject: Executive Viewpoint: More Predictable Revenue Through RPM 35.5% Open Rate 28.1% Click to Open Rate (CTOR) 10.0% Click through Rate (CTR) Subject: Improve ROI of Your CRM
- 34. Page 35 © 2013 Marketo, Inc.#mus13 Key Take Aways • Get Started • Nothing is perfect, get started and evolve • Align your content type to your Stage(s) • You don’t have to have all stages laid out • Bust Up Your Content! • Produce one piece, bust up in to many Evolve • Content Aligned to Title, Segment • Test content in different stages
- 35. Page 36 © 2013 Marketo, Inc.#mus13 Thank You!
- 36. Page 37 © 2013 Marketo, Inc.#mus13 Q&A Lee Anne Wimberly Director of Marketing Cyndie Beckwith Executive Director, Marketo
- 37. Page 38 © 2013 Marketo, Inc.#mus13 Thank you! • Tweet with us at #MUS13 • Fill out the session survey to win an iPad mini! • Check email or Text ‘mus13’ to 32075 • Session presentations will be posted to the Marketo Community within 2 weeks • Questions? Visit the Marketo Booth in the Expo