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#cmworld
“Content Marketing In the
Age of the Empowered
Customer”
Rob Yoegel
Content Marketing Director, Monetate
#cmworld
Fromaskingfordirections...
#cmworld
Togettingdirections
#cmworld
Togettingdirections...
IntheAgeoftheEmpoweredCustomer,
theruleshavechanged.
#cmworld
Onesize
fitsall?
#cmworld
Onesize
fitsnone!
#cmworld
The Apple Effect
#cmworld
Apps
#cmworld
#cmworld
Customersareexpecting
smarter,morerelevantexperiences.
#cmworld
Forthemarketerwhocandeliver,
thecustomerwillrewardyou.
#cmworld
Source: eConsultancy
6%
33%
61%
Yes, Definitely Yes, Somewhat No
94%ofcompaniesagreethat
deliveringarelevantexperience
‘iscriticaltobusiness
performance’
#cmworld
Source: eConsultancy
19%Upliftinsales
Bydeliveringmorerelevantandpersonalizedexperiences.
#cmworld
experiencematters
Source: Gartner
#cmworld
Yourcustomersarenodifferent
Yourcustomersarenodifferent.
#cmworld
Click-throughs
MarketingInfluence
Contact/DemoRequests
Conversions
#cmworld
Itisimperativeforus
toreinventourprograms
toengagetheEmpoweredCustomer.
Relevant. Smart. Impact.
#cmworld
TheMonetate
ContentMarketing
Program
#cmworld
Content Marketing World 2013
#cmworld
#cmworld
#cmworld
TippingPoint?
100%
75%
50%
25%
57%
40%
20%
75%
92%
100%
MarketingInfluenceonRevenue
2010 2011 2012 2013 2014 2015
#cmworld
Reach
(Lead-gen)
Impact
(In-funnel)
ReachingtheTippingPoint
#cmworld
Reach
(Lead-gen)
Impact
(In-funnel)
ReachingtheTippingPoint
#cmworld
#cmworld
#cmworld
TheReachEffect:
Contactsat82%ofnewbusiness
closedinthe1H2013attendedat
leastonewebinar.
#cmworld
#cmworld
Howwearerespondingtothe
EmpoweredCustomer.
#cmworld
GreaterContentMarketingfocuson
Impactvs.Reach.
#cmworld
Personalizeforourbestprospects.
#cmworld
REICompany
Retail
(Sporting Goods)Industry
VP, EcommercePersona
ContentProfile Actions
Customer Stories
Case Studies
Videos
Webinars
PROSPECTOPTIMIZATIONPROGRAM
Hero Sliders
Visual Search
Right Rail
Content Blocks
Copy
#cmworld
Content Marketing World 2013
Content Marketing World 2013
Content Marketing World 2013
Content Marketing World 2013
Content Marketing World 2013
Content Marketing World 2013
Content Marketing World 2013
Content Marketing World 2013
Content Marketing World 2013
Content Marketing World 2013
Don’tforgetabout
existingcustomers.
#cmworld
#cmworld
#cmworld
TheResult:
A225%increaseincontractsize
directlyattributedtothiswebinar.
#cmworld
TheResult
6issues,3,029MQLs,influencedover
$700Kinup-sellbusinessand
$200Kinnewwins.
#cmworld
ContentProfile Actions
Customer Stories
Case Studies
Videos
Webinars
CUSTOMERUP-SELLPROGRAM
Insert Banner
Recommendations
PatagoniaCompany
Retail
(Sporting Goods)Industry
VP, EcommercePersonas
Merchandising
Manager
Web Operations
#cmworld
Content Marketing World 2013
Content Marketing World 2013
Content Marketing World 2013
Content Marketing World 2013
Yourcustomersarenodifferent
StartYourMovefromBestPractices
toNextPractices.
#cmworld
Techniquesfor
ContentMarketers
intheAgeofthe
EmpoweredCustomer
#cmworld
1.Conversion
Events
#cmworld
1.Conversion
Events
#cmworld
2.AttributionMapping
#cmworld
100%
75%
50%
25%
3.Letthevoiceofyourcustomerguideyou
Early Mid Late
Infographic Case
Study
eBook Blog White
Paper
Webinar Research
(EQ)
ContentStage
#cmworld
4.Deliverthesmart,
relevantexperiences
yourprospectsand
customersdeserve
#cmworld
ContentMarketinginthe
ageoftheempoweredconsumer.
Relevant. Smart. Impact.
#cmworld
RobYoegel,ContentMarketingDirector
@robyoegel
robyoegel@monetate.com
follow @monetate on
monetate.com/resources
ThankYou!
#cmworld
“Content Marketing In the
Age of the Empowered
Customer”
Rob Yoegel
Content Marketing Director, Monetate
Content Marketing World 2013

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