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Why Publishers Need to Think Like Marketers

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Originally presented at HubSpot's 2015 Inbound Publishers Summit by Seth Nichols.

There’s a fundamental shift in publishing that’s occurring right now. Publishers are still thinking in terms of reach and brand strength, but advertisers are measuring leads generated and revenue. Seth makes the case for why (and how) publishers need to think like marketers to survive and thrive.

Publicado en: Marketing

Why Publishers Need to Think Like Marketers

  1. 1. #HubSpotIPS Why Publishers Need to Think Like Marketers Seth Nichols Owner/CEO, Longitude Media
  2. 2. Owner, CEO @CAD_Mktg SETH NICHOLS
  3. 3. FUNDAMENTAL DISCONNECT
  4. 4. Publishers value old business models •  Brand strength •  Reach •  Audience Demos
  5. 5. Marketers value campaigns’ measurable ability to increase sales pipeline
  6. 6. Transportation vs. Railroad Marketing vs. Publishing
  7. 7. Challenge #1: Diminishing customer value of display campaigns
  8. 8. Challenge #2: Our Prospects are Our Competitors!
  9. 9. Challenge #3: CPLs negotiated as a commodity •  All leads are NOT the same •  Not all customers understand ROMI
  10. 10. Source: Forrester Research
  11. 11. 1)  Align and Re-train your entire organization! 2)  Acquire the tools and expertise required to remain relevant! ACTIONS NEEDED TODAY!
  12. 12. Action: Align Sales Organization Must know marketing metrics, funnel metrics, language: Contact to MQL (32%) ➔ SQL (32%) ➔ Pipeline (28%) ➔ Close (26%) = 0.75% 1000 contacts ➔ 320 MQls ➔ 102 SQLs ➔ 29 Pipeline ➔ 7 deals Cadalyst: 420 SQLs ➔ 309 Pipeline (74%) ➔ 146 Close (47% total / 69% to client)
  13. 13. A word about “Value Add”.... •  Market intelligence •  Buyer’s journey research •  Campaign best practices
  14. 14. Action: Align Editorial •  Team should understand context: attract, identify, nurture and convert high quality prospects
  15. 15. Source: Forrester Editorial and Content Marketing
  16. 16. Action: Align Circulation Reach vs. Quality •  60,000 readers vs. 5,000 prospects in an active product sales cycle, TODAY
  17. 17. •  Industry benchmarks •  HubSpot workflows and automated emails to launch surveys on content and lead quality Revenue: $1,457,430 from $30,000 ➔ 2% ROMI Pipeline: $3,086,250 from $30,000 ➔ 0.97% ROMI ACTION #2: Acquire the Tools and Expertise Required to Remain Relevant
  18. 18. How to Prove It •  Map content to the buyer’s journey •  Use content to pick up explicit and behavioral purchase intent HubSpot Implementation: •  Lists, workflows, event triggers, CTAs, lead scoring etc. combine to make the bigger picture
  19. 19. Reminder: We are a valued marketing partner because…. 1)  Publishers have better visibility to pick up purchase signals •  70%+ reality
  20. 20. Reminder: We are a valued marketing partner because…. 2) Publisher’s content is more highly valued by prospects.
  21. 21. 2)  Use tools and processes your customers use 3)  Prove your value for each campaign: Return on Marketing Investment 4)  Build products for business predictability and inevitable downturns 1)  Align organization with customer goals • Publishers/sales teams of consultative marketers • Content teams understand the buyer’s journey • This is hard! Be Marketers, Not Publishers

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