1. OPTIMIZING CONTENT: HOWTO REACH YOUR PROSPECTS WITH THE RIGHT MESSAGE AT THE RIGHT TIME Presented byMarcus Tewksbury and Sharon Zaugh

2. demand generation sales enablement share of voice interactive marketing engagement user generated content customer success management share of wallet mobility Social CRM contextual discovery customer experience demand funnel revenue performance management inbound marketing customer centric reputation management content marketing business intelligence ROI digital marketing crowdsourcing lead management maturity model loyalty marketing web 2.0 customer lifecycle management social search

3. Content is King

4. Agenda: Marketing 101: Right People, Right Place, Right Message Mapping Content to the Buyer Journey Getting the Most Bang for Your Content Buck

5. Marketing 101: Right People Right Place Right Message

6. People Buyer Personas are short descriptions or biographies of fictitious, archetypical customers. A persona definition provides clarity on your target for programming and for communication.

7. Creating Buyer Personas – Data Collection Methods Interviews Customers Prospects Sales team Registration forms Keyword analysis Analyst/competitor reports Observation Live events Social networks (e.g. LinkedIn Groups, Twitter hashtags)

8. Creating Buyer Personas – Defining Segments User Influencer Technical buyer Economic buyer Decision maker

9. Creating Buyer Personas – Key Attributes Title Job description Industry Years of experience Years in current role Role in purchase decision Needs Pain points Pressures and barriers

10. Sample Buyer Persona VP of Marketing Responsible for creating and managing overall marketing strategy encompassing direct, email, event and online marketing Mid – large online retailers 15 – 20 years total experience 3 – 5 years in current role Purchase role = decision maker Needs to align disparate systems to better track success of each department within marketing Reporting variables and timing is not consistent among department managers Under pressure from CEO to reduce spending over last year

11. Buyer Persona Impact on Content VP has many direct reports and ultimate purchase authority Focus on later stage content Less concerned with features/functionality, more concerned with integrating into existing programs Provide case study showing how clients have implemented tool with a summary of benefits Price sensitive Call out cost benefit over competitors, show how to calculate ROI

12. Additional Buyer Persona Attributes Name Age Education Likes/dislikes of job Outside Interests

13. Sample Buyer Persona – Additional Attributes VP Veronica 43 MBA Enjoys variety of disciplinesandability to impact overall strategy.Dislikes time spent in meetings andreviewing reports to keep up with thework of various departments Interests include running and community involvement in educational and arts organizations

14. Additional Insight for Content As a member of Gen X, Veronica is independent and self-sufficient She values self-guided information Through her educational background, she has a strong understanding of corporate organizations Do not spend extra time defining concepts or terms Veronica is always on the go at work and in her personal life Provide short, easy to digest information rather than longer narratives

15. Getting Started Tips for Creating Buyer Personas Plan carefully If resources are limited, start small Take your time collecting data Interviews are best, utilize them when you can Be prepared to refine Buyer attributes may change over time Add deeper insights where resources are available Remember why you’re doing this Insights should influence the content you create and distribute

16. Place Marketing channels are the avenues an organization uses to communicate with potential buyers in order to lead them toward a purchase decision

18. Marketing Channels Offline Direct Mail Print TV Radio Telemarketing Tradeshow Conference/Seminar Point of Purchase

19. Marketing Channels Online Email Search Blog Company Website Webinar Online Advertising

20. Marketing Channels Mobile SMS Email Advertising Search Podcast Custom Apps

21. Marketing Channels Social Social networks Microblogs Collaboration tools Wiki Customer Forums Social Bookmarking Photo sharing

22. Message Buyer’s journey refers to the behaviors of a consumer along the path of the sales cycle beginning from the identification of a business problem through to the purchase of a solution

23. Fun with Funnels Awareness Interest Evaluation Commitment Referral

24. MAPPING CONTENT TO THE BUYER’S JOURNEY

25. Buyer Needs at Each Stage of the Journey Discovery Understand the business problem and identify vendors who offer a solution Consideration Explore available vendors comparing them to one another and evaluating each against the business needs Decision Justify cost of solution and ensure it will meet the needs of the business

26. Mapping Content to the Buyer’s Journey Discovery Content that informs the buyer Blog Article Self-assesment Overview whitepaper

27. Mapping Content to the Buyer’s Journey Consideration Content that helps the buyer select the ideal vendor Case study Demo Data sheet

28. Mapping Content to the Buyer’s Journey Decision Content that validates the purchase ROI calculator Checklist Feature comparison

29. GETTING THE MOST BANG FOR YOUR MARKETING BUCK

30. SiriusDecisions Demand Waterfall

31. Processes to Have in Place to Measure the Demand Waterfall Capture lead source to ensure marketing generated leads are tracked separately from sales generated or any other source Analyze existing lead scores to determine optimal point at which a lead is ready to engage with sales Confirm lead status is update to signify sales acceptance Verify opportunity status is visible to marketing

32. Demand Waterfall Benchmark Conversions * SiriusDecisions Benchmarks

33. Calculating Your Conversions Keep in mind that outbound marketing efforts typically garner a 1.5-2.5% response rate (i.e. inquiries) Review sales and marketing data for a 12 month historical period to calculate conversions

34. A Conversion Example Assume 10,000 inquiries annually (from 400,000 – 670,000 targeted) 400,000 Targets 10,000 Inquiries

35. A Conversion Example An average 4.1% conversion to MQL = 410

36. A Conversion Example If 62% convert to the next stage, that will result in 254 SALs (MQLs that are not accepted by sales should be returned to marketing to be included in a nurture campaign)

37. A Conversion Example A 47.5% conversion to SQLs will created 121 opportunities SAL SQL 254 121

38. A Conversion Example If 22.1% of the opportunities close, this will equal 27 won deals attributed to marketing

39. Lead Conversions

40. Recycled Leads 9,590 + 156 + 133 + 94 = 9,973

41. Don’t Fret If You’re Below Average Calculate the ratio of yourconversion rates to the average Ex. If Your Inquiry to MQL is 3% and your SAL to SQL is 38%, your Inquiry to MQL is 27% below average and your SAL to SQL is 20% below average. In this instance, you should focus more on Inquiry to MQL than SAL to SQL

42. Tying It All Together Once you’ve confirmed your lowest stages of conversion (in comparison to the benchmarks), determine what type of content to focus your efforts on most Ex. If you have low conversion at the SQL to won stage, consider who is involved in that stage and what are their needs.Perhapsyou need to focus more onVP Veronica and give her information toprove your product is worth the price

43. Resources Content Marketing Institute Buyer Persona Institute SiriusDecisions

44. Contact Marcus Tewksbury @tewksbum Sharon Zaugh @sharon_zaugh