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4 Leadership Shifts You Must Make For Successful Content Marketing in 2016

Presentation given at the Content2Conversion conference in Scottsdale, AZ on 2/16/2016. There are four shifts that must happen for content marketers to be successful in 2016.

1. Build the right team.
2. Create better thought leadership.
3. Internal activation is almost more important than external.
4. Learn the important unit economics of your business.

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4 Leadership Shifts You Must Make For Successful Content Marketing in 2016

  1. 4 LEADERSHIP SHIFTS YOU MUST MAKE FOR SUCCESSFUL CONTENT MARKETING IN 2016
  2. Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 2 I am a marketer. I’ve written 3 books. Head of Marketing Strategy OpenView Venture Partners Previously at ExactTarget & Salesforce ABOUT KYLE
  3. Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 3
  4. 1. BUILDING THE RIGHT TEAM
  5. Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 5 BUILDING THE RIGHT MARKETING TEAM MARKETING Operations Creative
  6. Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 6 BUILDING THE RIGHT MARKETING TEAM MARKETING Operations Creative
  7. Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 7 BUILDING THE RIGHT GO-TO-MARKET TEAM GO-TO-MARKET Operations Creative Inbound Research
  8. Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 8 BUILDING THE RIGHT GO-TO-MARKET TEAM GO-TO-MARKET Operations Creative Inbound Research Marketing Automation Analytics Digital Manager Writer Editor Design Video Events BDR / SDR Field Sales Data Scientists
  9. Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 9 REMEMBER TO SUPPORT THE DOTTED LINE GO-TO-MARKET Support Corporate Sales Customer Success Product
  10. Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 10 THE MOST IMPORTANT DOTTED LINE? GO-TO-MARKET Support Corporate Sales Customer Success Product v v
  11. 2. THOUGHT LEADERSHIP IS NOT ABOUT YOU
  12. THOUGHT LEADERSHIP STARTS WITH YOUR CUSTOMER
  13. Customer Survey – primary research developed for your customer’s customer. For example, interviewing 2500 consumers on how they use a mobile phone. Peer Survey – primary research for peer groups. Example – sell to marketers? Interview marketers on their plans for next year. Benchmark – use internal data to create benchmark metrics for the industry. Example – analyze 2M emails on best time to send for the retail industry Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 13 3 TYPES OF THOUGHT LEADERSHIP
  14. Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 14 CUSTOMER SURVEY
  15. Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 15 PEER SURVEY
  16. Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 16 BENCHMARKING THE INDUSTRY
  17. RESULTS?
  18. $15M MQP
  19. $15M MQP $1.5M CLOSED
  20. $15M MQP $1.5M CLOSED 80% PRESS
  21. 3. DON’T FORGET INTERNAL ACTIVATION
  22. INTERNAL ACTIVATION OF CONTENT IS ALMOST MORE IMPORTANT THAN EXTERNAL
  23. Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 23 REMEMBER THE DOTTED LINE GO-TO-MARKET Support Corporate Sales Customer Success Product
  24. • Powerpoint deck of relevant data points • Call script for BDR team • Product data sheets corresponding with deliverable • Downloadable Deliverable • Single page snapshot Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 24 INTERNAL ACTIVATION KIT
  25. 4. OBSESS OVER UNIT ECONOMICS
  26. OPEN RATE CLICK THROUGH RATE COST PER CLICK TIME ON SITE BOUNCE RATE LEAD CLOSE RATE CLOSE RATE PER CHANNEL CONVERSION RATE MQL PER CHANNEL
  27. DIG DEEP
  28. “We must move from numbers keeping score to numbers that drive better actions.” David Walmsley
  29. CAC RATIO PAYBACK PERIOD CUSTOMER RETENTION
  30. YOU ARE NOT MARKETERS. 30
  31. FOUNDERS OR THE CEO 31
  32. DEMAND GEN OR CONTENT MARKETING EXPERTS 32
  33. YOU ARE EXPERIENCE MAKERS AND MANAGERS 33
  34. EXPERIENCE IS THE ONLY THING THAT MAKES YOU RELEVANT 34
  35. THANKS! FIND ME @KYLEPLACY

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