1. #InboundSuccess
3 Keys to Turning
Campaigns Into
Revenue
#InboundSucces
s

2. #InboundSuccess
Type question here
Welcome Webinar Attendees

3. #InboundSuccess
Follow This Webinar On Twitter
#InboundSuccess

4. #InboundSuccess
Panelists
Cari Baldwin
President
BlueBird Strategies
Andrew Gaffney
Publisher
Content4Demand

5. THIS
IS WHAT
HAPPENS
WHEN YOU USE
3 Keys to Turning
Campaigns Into
Revenue

6. THIS
IS WHAT
HAPPENS
WHEN YOU USE
About BlueBird Strategies
BlueBird Strategies is a marketing automation and demand
generation agency for tech companies, including established firms
and venture-backed start ups.
Connect with us:
Twitter: @bbstrategies
Website: www.bluebirdstrat.com
Email: info@bluebirdstrat.com
We construct inbound and outbound strategies and provide a broad range of
services from technology assessments to program design and operations, to
software training, to content development.

7. Demand Campaigns:
A Well-Oiled Machine
Data
Inbound / Content
Nurturing / Content

8. THIS
IS WHAT
HAPPENS
WHEN YOU USEHave a Data Strategy

9. Obtain, Improve, Track
Build Don’t Buy
– Improve deliverability, avoid blacklist
– (hint: inbound)
– CASL – July 1
Enrich and Progressively Profile
Segment (and standardize)
– Relevant communications drive higher
engagement (we see 30-40% higher)

10. Canadian Anti-spam Legislation
If you don’t
know, you need
to find out!

11. Snapshot
Enrich
Standardize
Clean
Data - Do you know what you have?

12. Tools Can Help

13. Tips for Data Success
Keep your reporting in mind
Be smart about how you capture data
Know your buyer
– Titles, size, industries, geo (hint: use for scoring
model)
Prepare for segmentation
– Messages and value propositions
– Customer same as prospect?
– Drop-downs for everything you can
Make it part of your on-going process
– 25% of data goes bad every year

14. THIS
IS WHAT
HAPPENS
WHEN YOU USEInbound

15. Cold
Calling Cold Emails
(SPAM) Interruptive
Ads Marketer -
Centric
SEO
Blogging
Attraction
Customer -
Centric
TRADITIONAL INBOUND
vs.
What is Inbound?
Source – Hubspot

16. Methodology
Using inbound, marketing can turn strangers
into customers and promoters of your business.
Source – Hubspot

17. OUTBOUND:
AVG COST: $346
Source: State of Inbound Marketing, HubSpot,
2012
INBOUND:
AVG COST: $135
And It’s Cheaper
Source – Hubspot

18. Blogs Interactive
Tools
Photos &
Infographic
s
Videos &
Podcasts
Presentations
& eBooks
Inbound Marketing is All About Content

19. And Context…
By publishing the right content in the right place at the right
time, your marketing becomes relevant and helpful to your
customers, not interruptive.
Source – Hubspot

20. Tips for Inbound Success
Lead-ready website
– Forms, content, clear messaging
– Behavior tracking
Consistent blogging and keywords
Great content
Multi-channel – interact with prospects
where they are
– LinkedIn groups, other social channels

21. THIS
IS WHAT
HAPPENS
WHEN YOU USE
Nurturing Success:
Combine data with
content

22. Warm-up Campaign
to Engage Suspects
Thought Leadership
New Content
Offers
Early Stage Nurture
Net New Lead,
Completed Form,
Awareness
& Education
Content
Completed Early Stage;
Consideration Content,
Goal is MQL
Trial Nurture
Free Trial
Requested
Sales Owner
Reached SQL
Touch Campaign
Sales RepLost Opportunity
Nurture
Reason-specific
branches
New Client
On Boarding
Nurture
Current Client
Nurture
(cross sell/
upsell)
Company/Product
Announcements
Loyalty & Retention,
Refer a Friend
Advanced Stage
Nurture (Role,
Title, Industry,
Company
Specific)
Nurture Lifecycle

23. Personalization
Involve Community
– Advocacy to inspire engagement & customer loyalty
– Leverage enthusiasts, customers to ‘Amplify’ message and convert
‘Joiners’
– Align with Social – LinkedIn FB, Pinterest, Twitter
Offers at each stage of ‘research’ based
on behavioral triggers
Use channel campaigns to personalize nurturing
to new leads, enthusiasts, customers
Scoring
– Behaviorial
– Firmographic
– Recency
Data standardization (db cleanup)

24. Triggered Sophistication
Referring asset strategy/pages
B2B Strategy different than B2C
– B2B focus on nurture strategy w/ assets
– B2C focus on closing the sale
Inverted buying stage nurtures with nurture tracks based on
which stage offer Clicked
Source – Mathew Sweezey, Dreamforce Presentation 2013

25. Thought Leadership Comes from Solid
Content Strategy
Inspire the buyer to act (but does not have to mean
you created the thought)
Executives, customers, product managers, sales
people
Become a social business
Benefits -
– Become part of the conversation early in the buyers journey
– Real people talking to real buyers (people buy from people)

26. Help Your Buyers Solve their Problems
Arrow
Source – Nolin LeChasseur, Brainrider
(Top of Funnel) (Middle Funnel - Nurture) (Later Stage – Sales)

27. Tips for Nurturing Content Success
Customer-focused – it’s not about you
Right content at the right time
Easy to publish, share and amplify
Get started
– Content audit and Gap analysis
– Road map aligned to buyers journey
Keep it Short! 71% want
content that is 5 pages or less

28. #InboundSuccess
Content4Demand is a division of G3 Communications, a
digital media firm specializing in e-media & custom content
solutions for B2B marketers.
We have published Demand Gen Report since 2007. We
have worked closely with content marketing pioneers like
Eloqua, Marketo, Citrix and many others.
We don’t just create content, we provide consultation on
messaging guidance to make campaigns more effective. We
provide turnkey solutions including research, writing, design,
consultation and campaign support.
Fueling campaign performance
with buyer-focused content

29. #InboundSuccess
Who we work with…

30. #InboundSuccess
Looking At Content Through A
New Lens: Buyer-Centric
• Creates Engagement
• Includes Calls To Action
• Downloads, Registrations, Clicks
• Generates Conversations Between
Buyers and Sellers
• Shifts from Product-centric to
Audience-centric Content Usage
Measurements
• Addresses Each Stage of the Buying
Cycle
• Has an ROI, Can Be Measured in
Campaigns, Impact, Buzz
• Can Be Amplified Across Social,
Search, Mobile

31. #InboundSuccess
Using Content To Drive Conversations
Every content format should serve a specific set of buyer needs,
preferences and delivery channels:
• Challenge and engage prospects with interactive assessments,
surveys and quizzes.
• Convert late-stage prospects with ROI calculators and action-oriented
checklists.
• Capture the attention of busy decision-makers with easy-to-consume
visual formats such as motion video and interactive infographics.
• Educate and inform prospects with information-rich assets such as
white papers and e-books.
• Illustrate and validate data-focused messages using custom research
and infographics.
• Build sales effectiveness with rich and comprehensive enablement
assets.
• Stand out from the crowd with cutting-edge content formats and
delivery platforms.
Engaging Audiences

32. 44% wait longer to initiate contact with a vendor
64% of B2B said the vendor’s content had a significant
impact on their buying decision
75% of execs say they rely more on content to research B2B
purchase decisions than they did a year ago

33. 86% prefer interactive/visual content
95% prefer shorter formats
85% require mobile-optimized content
70% access on a tablet
86% access business-related content on a mobile phone

34. 47% want by industry
39% want content organized by vertical
56% want content delivered by business role

35. 59% share on Twitter
78% share content on LinkedIn
53% of buyers rely more on peer recommendations
73%
get more of their content through social networks
or peer recommendations

36. #InboundSuccess
Buyer-Centric Campaign:
CROWE HORWATH
• Content4Demand has created more than 60
content assets over the past two years for
Crowe Horwath.
• Content has revolved around complex,
industry-specific topics such as adhering
to Dodd-Frank and Anti-Money Laundering
legislation, and vendor selection issues.
• Content has included e-books and white
papers, but has focused on shorter, bite-
sized content including executive briefs,
Q&As, checklists, Brainshark presentations,
and infographics.

37. #InboundSuccess
Measuring Content’s Impact
Within the first six months of engagement,
Crowe reported:
• Conversion rate of over 30% in targets
taking actions that met the criteria for
nurture program.
• Open rates jumped to nearly 50% once
prospects were targeted in the nurture
series.
• 150 new sales accepted leads in first
six months of program.
• Two wins have already been attributed to
nurture program, generating nearly
$500,000 in first seven months.

38. #InboundSuccess
Buyer-Centric Content:
HESS ENERGY
• Hess is the 8th-largest oil & gas company in the
United States and a Fortune 75 Company.
• C4D helped build Hess’ thought leadership
content library from nearly nothing to more
than 20 assets in the first 18 months.
• The Hess content marketing assets created by
C4D have included more than 10 content
formats, such as interactive and standard e-
books, white papers, infographics, motion graphic
videos, video case studies, Brainshark
presentations and several others.

39. #InboundSuccess
Campaign Snapshot:
AUTOTASK
• In January 2013, C4D created and
implemented a custom survey for
Autotask that fed a series of content assets.
That included an e-book, webinar, Brainshark
presentation, infographic and checklist.
• The “Metrics That Matter” e-book that
reported the results of the survey was
Autotask’s highest-converting asset
ever.
• That survey is now being revamped and re-
implemented to feed a new series of content
in 2014.
• Content featuring custom research has shown
improved conversion rates to other content.
C4D has created and implemented surveys for
several clients including Google, Eloqua,
Vertafore and Lattice.

40. #InboundSuccess
Campaign Snapshot:
SAVO
• C4D has worked with SAVO during the
past six months on more than 25
content assets.
• Assets were created and repurposed
into three versions to target
separate audiences: sales, marketing
and sales operations.
• Each series of content geared towards
an audience created a defined nurture
track for potential clients.

41. #InboundSuccess
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Q&A // Submit Questions

42. #InboundSuccess
Q&A // Panelists
Cari Baldwin
President
BlueBird Strategies
Andrew Gaffney
Publisher
Content4Demand

43. #InboundSuccess
Thank you for attending!
Cari Baldwin
cari@bluebirdstrat.com
@caribaldwin
Andrew Gaffney
andrew@gthreecom.com
@agaffney
content4demand.com/checkup