Enviar búsqueda
Cargar
Sirius Decisions eBook
•
4 recomendaciones
•
3,103 vistas
C
clydejefferson
Seguir
Tecnología
Empresariales
Denunciar
Compartir
Denunciar
Compartir
1 de 27
Descargar ahora
Descargar para leer sin conexión
Recomendados
Sirius Decisions presentation ROI Award Winner. Cisco Case Study
Sirius Decisions presentation ROI Award Winner. Cisco Case Study
Joseph Puthussery
Operationalizing the Demand Funnel - Sirius Decisions Summit 2014
Operationalizing the Demand Funnel - Sirius Decisions Summit 2014
Kevin Marasco
Sirius Decisions Introduction
Sirius Decisions Introduction
jticehur
Sirius Content Revolution
Sirius Content Revolution
clydejefferson
SiriusDecisions Advanced Waterfall Use Cases - Circulate 2016
SiriusDecisions Advanced Waterfall Use Cases - Circulate 2016
Full Circle Insights
Where Sales and Marketing Meet
Where Sales and Marketing Meet
clydejefferson
A Whirlygig Tour of Emerging Marketing Technology Categories
A Whirlygig Tour of Emerging Marketing Technology Categories
MarTech Conference
Follow the Leads: B2B Nurturing Strategies That Work with SiriusDecisions
Follow the Leads: B2B Nurturing Strategies That Work with SiriusDecisions
Cision
Recomendados
Sirius Decisions presentation ROI Award Winner. Cisco Case Study
Sirius Decisions presentation ROI Award Winner. Cisco Case Study
Joseph Puthussery
Operationalizing the Demand Funnel - Sirius Decisions Summit 2014
Operationalizing the Demand Funnel - Sirius Decisions Summit 2014
Kevin Marasco
Sirius Decisions Introduction
Sirius Decisions Introduction
jticehur
Sirius Content Revolution
Sirius Content Revolution
clydejefferson
SiriusDecisions Advanced Waterfall Use Cases - Circulate 2016
SiriusDecisions Advanced Waterfall Use Cases - Circulate 2016
Full Circle Insights
Where Sales and Marketing Meet
Where Sales and Marketing Meet
clydejefferson
A Whirlygig Tour of Emerging Marketing Technology Categories
A Whirlygig Tour of Emerging Marketing Technology Categories
MarTech Conference
Follow the Leads: B2B Nurturing Strategies That Work with SiriusDecisions
Follow the Leads: B2B Nurturing Strategies That Work with SiriusDecisions
Cision
Ensemble b2b Segmentation and relative targetting
Ensemble b2b Segmentation and relative targetting
Hervé Gonay
Future of Channel Marketing Webinar SproutLoud SiriusDecisions
Future of Channel Marketing Webinar SproutLoud SiriusDecisions
Sean Wisdom
SiriusDecisions: What a Buyer Wants, What a Seller Needs - The importance of ...
SiriusDecisions: What a Buyer Wants, What a Seller Needs - The importance of ...
Alinean, Inc.
Sd cvi b2 b growth 08 08 14.compressed
Sd cvi b2 b growth 08 08 14.compressed
Jeannie Rayment
Lead Generation and demand creation in europe - sirius-decisions
Lead Generation and demand creation in europe - sirius-decisions
Hervé Gonay
SiriusDecisions -The Transformation of B2B Sales, Marketing and Product - at ...
SiriusDecisions -The Transformation of B2B Sales, Marketing and Product - at ...
MassTLC
How to Choose the Right Marketing Automation Platform
How to Choose the Right Marketing Automation Platform
Salesfusion
Adetem b2 b marketing mix with siriusdecisions 2015 the pulse european demand...
Adetem b2 b marketing mix with siriusdecisions 2015 the pulse european demand...
Hervé Gonay
Alignement: The Key to High Growth
Alignement: The Key to High Growth
The Growth Ops Community (Formerly MOCCA)
IBM & Sirius Decisions: Transforming Marketing Through Buyer Profiles and Per...
IBM & Sirius Decisions: Transforming Marketing Through Buyer Profiles and Per...
AMASanDiego
SiriusDecisions Webinar: How to Evaluate Predictive Lead Scoring Vendors
SiriusDecisions Webinar: How to Evaluate Predictive Lead Scoring Vendors
Infer
Selling Drupal & WEM to Large Enterprises: Choose Your Battles & Choose them ...
Selling Drupal & WEM to Large Enterprises: Choose Your Battles & Choose them ...
CI&T
The ROI Dilemma: Aligning Marketing Priorities with Measurable Performance
The ROI Dilemma: Aligning Marketing Priorities with Measurable Performance
Allocadia Software
Account based marketing - targeting key accounts with 1-2-1 marketing programmes
Account based marketing - targeting key accounts with 1-2-1 marketing programmes
The Marketing Practice
360insights' Webinar: 8 Essentials for a Successful MDF & Co-Op Marketing Pro...
360insights' Webinar: 8 Essentials for a Successful MDF & Co-Op Marketing Pro...
360insights
Cgs channel enablement services nn bm
Cgs channel enablement services nn bm
Bill McCready
The Lead Generation Process Uncovered
The Lead Generation Process Uncovered
Fresh Source Digital
Rethinking Marketing: New Roles, Responsibilities and Reports
Rethinking Marketing: New Roles, Responsibilities and Reports
G3 Communications
Sitecore Partner Sales Enablement
Sitecore Partner Sales Enablement
Jeremy (Jerry) Norman-Nott
Generic360 Template
Generic360 Template
jlherz1
APP Academy: Marketing (Virtual Classroom)
APP Academy: Marketing (Virtual Classroom)
Salesforce Partners
Sirius Decisions eBook
Sirius Decisions eBook
clydejefferson
Más contenido relacionado
La actualidad más candente
Ensemble b2b Segmentation and relative targetting
Ensemble b2b Segmentation and relative targetting
Hervé Gonay
Future of Channel Marketing Webinar SproutLoud SiriusDecisions
Future of Channel Marketing Webinar SproutLoud SiriusDecisions
Sean Wisdom
SiriusDecisions: What a Buyer Wants, What a Seller Needs - The importance of ...
SiriusDecisions: What a Buyer Wants, What a Seller Needs - The importance of ...
Alinean, Inc.
Sd cvi b2 b growth 08 08 14.compressed
Sd cvi b2 b growth 08 08 14.compressed
Jeannie Rayment
Lead Generation and demand creation in europe - sirius-decisions
Lead Generation and demand creation in europe - sirius-decisions
Hervé Gonay
SiriusDecisions -The Transformation of B2B Sales, Marketing and Product - at ...
SiriusDecisions -The Transformation of B2B Sales, Marketing and Product - at ...
MassTLC
How to Choose the Right Marketing Automation Platform
How to Choose the Right Marketing Automation Platform
Salesfusion
Adetem b2 b marketing mix with siriusdecisions 2015 the pulse european demand...
Adetem b2 b marketing mix with siriusdecisions 2015 the pulse european demand...
Hervé Gonay
Alignement: The Key to High Growth
Alignement: The Key to High Growth
The Growth Ops Community (Formerly MOCCA)
IBM & Sirius Decisions: Transforming Marketing Through Buyer Profiles and Per...
IBM & Sirius Decisions: Transforming Marketing Through Buyer Profiles and Per...
AMASanDiego
SiriusDecisions Webinar: How to Evaluate Predictive Lead Scoring Vendors
SiriusDecisions Webinar: How to Evaluate Predictive Lead Scoring Vendors
Infer
Selling Drupal & WEM to Large Enterprises: Choose Your Battles & Choose them ...
Selling Drupal & WEM to Large Enterprises: Choose Your Battles & Choose them ...
CI&T
The ROI Dilemma: Aligning Marketing Priorities with Measurable Performance
The ROI Dilemma: Aligning Marketing Priorities with Measurable Performance
Allocadia Software
Account based marketing - targeting key accounts with 1-2-1 marketing programmes
Account based marketing - targeting key accounts with 1-2-1 marketing programmes
The Marketing Practice
360insights' Webinar: 8 Essentials for a Successful MDF & Co-Op Marketing Pro...
360insights' Webinar: 8 Essentials for a Successful MDF & Co-Op Marketing Pro...
360insights
Cgs channel enablement services nn bm
Cgs channel enablement services nn bm
Bill McCready
The Lead Generation Process Uncovered
The Lead Generation Process Uncovered
Fresh Source Digital
Rethinking Marketing: New Roles, Responsibilities and Reports
Rethinking Marketing: New Roles, Responsibilities and Reports
G3 Communications
Sitecore Partner Sales Enablement
Sitecore Partner Sales Enablement
Jeremy (Jerry) Norman-Nott
Generic360 Template
Generic360 Template
jlherz1
La actualidad más candente
(20)
Ensemble b2b Segmentation and relative targetting
Ensemble b2b Segmentation and relative targetting
Future of Channel Marketing Webinar SproutLoud SiriusDecisions
Future of Channel Marketing Webinar SproutLoud SiriusDecisions
SiriusDecisions: What a Buyer Wants, What a Seller Needs - The importance of ...
SiriusDecisions: What a Buyer Wants, What a Seller Needs - The importance of ...
Sd cvi b2 b growth 08 08 14.compressed
Sd cvi b2 b growth 08 08 14.compressed
Lead Generation and demand creation in europe - sirius-decisions
Lead Generation and demand creation in europe - sirius-decisions
SiriusDecisions -The Transformation of B2B Sales, Marketing and Product - at ...
SiriusDecisions -The Transformation of B2B Sales, Marketing and Product - at ...
How to Choose the Right Marketing Automation Platform
How to Choose the Right Marketing Automation Platform
Adetem b2 b marketing mix with siriusdecisions 2015 the pulse european demand...
Adetem b2 b marketing mix with siriusdecisions 2015 the pulse european demand...
Alignement: The Key to High Growth
Alignement: The Key to High Growth
IBM & Sirius Decisions: Transforming Marketing Through Buyer Profiles and Per...
IBM & Sirius Decisions: Transforming Marketing Through Buyer Profiles and Per...
SiriusDecisions Webinar: How to Evaluate Predictive Lead Scoring Vendors
SiriusDecisions Webinar: How to Evaluate Predictive Lead Scoring Vendors
Selling Drupal & WEM to Large Enterprises: Choose Your Battles & Choose them ...
Selling Drupal & WEM to Large Enterprises: Choose Your Battles & Choose them ...
The ROI Dilemma: Aligning Marketing Priorities with Measurable Performance
The ROI Dilemma: Aligning Marketing Priorities with Measurable Performance
Account based marketing - targeting key accounts with 1-2-1 marketing programmes
Account based marketing - targeting key accounts with 1-2-1 marketing programmes
360insights' Webinar: 8 Essentials for a Successful MDF & Co-Op Marketing Pro...
360insights' Webinar: 8 Essentials for a Successful MDF & Co-Op Marketing Pro...
Cgs channel enablement services nn bm
Cgs channel enablement services nn bm
The Lead Generation Process Uncovered
The Lead Generation Process Uncovered
Rethinking Marketing: New Roles, Responsibilities and Reports
Rethinking Marketing: New Roles, Responsibilities and Reports
Sitecore Partner Sales Enablement
Sitecore Partner Sales Enablement
Generic360 Template
Generic360 Template
Destacado
APP Academy: Marketing (Virtual Classroom)
APP Academy: Marketing (Virtual Classroom)
Salesforce Partners
Sirius Decisions eBook
Sirius Decisions eBook
clydejefferson
Innerworkings Pitch - Think Small to Get Big 3-4-13
Innerworkings Pitch - Think Small to Get Big 3-4-13
PrestonPate
Optimizing the Customer Journey
Optimizing the Customer Journey
Nick Gent
Teleprospecting the Inbound Way: How to Increase Connect Rates and Close More...
Teleprospecting the Inbound Way: How to Increase Connect Rates and Close More...
HubSpot
'A Journey to the Centre of Customer-centricity' - Jeff Evans
'A Journey to the Centre of Customer-centricity' - Jeff Evans
LemonTree Fundraising
Customer Journey Maps and Buyer Personas
Customer Journey Maps and Buyer Personas
Ambachtelijke Marketing
Webinar: Get Started with the MEAN Stack
Webinar: Get Started with the MEAN Stack
MongoDB
Content Strategy of Thought Leadership - Speed Presentation
Content Strategy of Thought Leadership - Speed Presentation
Stacey King Gordon
Best practice in sales and marketing alignment
Best practice in sales and marketing alignment
B2B Marketing
Destacado
(10)
APP Academy: Marketing (Virtual Classroom)
APP Academy: Marketing (Virtual Classroom)
Sirius Decisions eBook
Sirius Decisions eBook
Innerworkings Pitch - Think Small to Get Big 3-4-13
Innerworkings Pitch - Think Small to Get Big 3-4-13
Optimizing the Customer Journey
Optimizing the Customer Journey
Teleprospecting the Inbound Way: How to Increase Connect Rates and Close More...
Teleprospecting the Inbound Way: How to Increase Connect Rates and Close More...
'A Journey to the Centre of Customer-centricity' - Jeff Evans
'A Journey to the Centre of Customer-centricity' - Jeff Evans
Customer Journey Maps and Buyer Personas
Customer Journey Maps and Buyer Personas
Webinar: Get Started with the MEAN Stack
Webinar: Get Started with the MEAN Stack
Content Strategy of Thought Leadership - Speed Presentation
Content Strategy of Thought Leadership - Speed Presentation
Best practice in sales and marketing alignment
Best practice in sales and marketing alignment
Similar a Sirius Decisions eBook
Developing A Content Architecture: Aligning Content With Buyer Stages And Needs
Developing A Content Architecture: Aligning Content With Buyer Stages And Needs
G3 Communications
Using the Right Content Strategy to Create a Personalized Digital Experience
Using the Right Content Strategy to Create a Personalized Digital Experience
Perficient, Inc.
Turning Campaigns Into Revenue
Turning Campaigns Into Revenue
G3 Communications
Connecting with Content: Building Brand and Demand Through Content Strategy
Connecting with Content: Building Brand and Demand Through Content Strategy
Skyword Inc.
The Future of Content Strategy Webinar
The Future of Content Strategy Webinar
Cyber-Duck
B2B Content Metrics & KPIs You Can Take To The C-Suite
B2B Content Metrics & KPIs You Can Take To The C-Suite
G3 Communications
Lead Generation
Lead Generation
Amy Smith
Social Media and Inbound Marketing with Greg LInnemanstons of Weidert Group
Social Media and Inbound Marketing with Greg LInnemanstons of Weidert Group
Social Media Rockstar
Next Generation Insurance Websites
Next Generation Insurance Websites
edynamic
BRIDGEi2i Customer Intelligence Solutions
BRIDGEi2i Customer Intelligence Solutions
BRIDGEi2i Analytics Solutions
Customer Analytics
Customer Analytics
BRIDGEi2i Analytics Solutions
MACVB Education Summit - Media One
MACVB Education Summit - Media One
Jeff Zahn
Content Strategy for the Customer Journey: Personalization Done Right Confab ...
Content Strategy for the Customer Journey: Personalization Done Right Confab ...
Kevin Nichols
5 Relevancy Strategies to Break Through and Engage: Search, Display, Social
5 Relevancy Strategies to Break Through and Engage: Search, Display, Social
Performics
"Digital Marketing Bloge: the Power of Online Strategies with the Best Digita...
"Digital Marketing Bloge: the Power of Online Strategies with the Best Digita...
infomamunur77
Mandy RFP WorkFINAL1
Mandy RFP WorkFINAL1
Mandy Messenger, Brand/Marketing Strategist
A Roadmap For Driving Better Engagement And Fueling Marketing Performance Wit...
A Roadmap For Driving Better Engagement And Fueling Marketing Performance Wit...
G3 Communications
Mobile Content Strategy
Mobile Content Strategy
BGGMobile-- Sheila Bacon
Infopresse Plateformes 2017 - Maximising the Value of Your Digital Content to...
Infopresse Plateformes 2017 - Maximising the Value of Your Digital Content to...
iProspect Canada
Alignment – the key to high growth
Alignment – the key to high growth
Christine Nolan
Similar a Sirius Decisions eBook
(20)
Developing A Content Architecture: Aligning Content With Buyer Stages And Needs
Developing A Content Architecture: Aligning Content With Buyer Stages And Needs
Using the Right Content Strategy to Create a Personalized Digital Experience
Using the Right Content Strategy to Create a Personalized Digital Experience
Turning Campaigns Into Revenue
Turning Campaigns Into Revenue
Connecting with Content: Building Brand and Demand Through Content Strategy
Connecting with Content: Building Brand and Demand Through Content Strategy
The Future of Content Strategy Webinar
The Future of Content Strategy Webinar
B2B Content Metrics & KPIs You Can Take To The C-Suite
B2B Content Metrics & KPIs You Can Take To The C-Suite
Lead Generation
Lead Generation
Social Media and Inbound Marketing with Greg LInnemanstons of Weidert Group
Social Media and Inbound Marketing with Greg LInnemanstons of Weidert Group
Next Generation Insurance Websites
Next Generation Insurance Websites
BRIDGEi2i Customer Intelligence Solutions
BRIDGEi2i Customer Intelligence Solutions
Customer Analytics
Customer Analytics
MACVB Education Summit - Media One
MACVB Education Summit - Media One
Content Strategy for the Customer Journey: Personalization Done Right Confab ...
Content Strategy for the Customer Journey: Personalization Done Right Confab ...
5 Relevancy Strategies to Break Through and Engage: Search, Display, Social
5 Relevancy Strategies to Break Through and Engage: Search, Display, Social
"Digital Marketing Bloge: the Power of Online Strategies with the Best Digita...
"Digital Marketing Bloge: the Power of Online Strategies with the Best Digita...
Mandy RFP WorkFINAL1
Mandy RFP WorkFINAL1
A Roadmap For Driving Better Engagement And Fueling Marketing Performance Wit...
A Roadmap For Driving Better Engagement And Fueling Marketing Performance Wit...
Mobile Content Strategy
Mobile Content Strategy
Infopresse Plateformes 2017 - Maximising the Value of Your Digital Content to...
Infopresse Plateformes 2017 - Maximising the Value of Your Digital Content to...
Alignment – the key to high growth
Alignment – the key to high growth
Último
04-2024-HHUG-Sales-and-Marketing-Alignment.pptx
04-2024-HHUG-Sales-and-Marketing-Alignment.pptx
HampshireHUG
Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...
Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...
apidays
How to convert PDF to text with Nanonets
How to convert PDF to text with Nanonets
naman860154
A Year of the Servo Reboot: Where Are We Now?
A Year of the Servo Reboot: Where Are We Now?
Igalia
What Are The Drone Anti-jamming Systems Technology?
What Are The Drone Anti-jamming Systems Technology?
Antenna Manufacturer Coco
Tata AIG General Insurance Company - Insurer Innovation Award 2024
Tata AIG General Insurance Company - Insurer Innovation Award 2024
The Digital Insurer
How to Troubleshoot Apps for the Modern Connected Worker
How to Troubleshoot Apps for the Modern Connected Worker
ThousandEyes
Boost Fertility New Invention Ups Success Rates.pdf
Boost Fertility New Invention Ups Success Rates.pdf
sudhanshuwaghmare1
The Role of Taxonomy and Ontology in Semantic Layers - Heather Hedden.pdf
The Role of Taxonomy and Ontology in Semantic Layers - Heather Hedden.pdf
Enterprise Knowledge
Presentation on how to chat with PDF using ChatGPT code interpreter
Presentation on how to chat with PDF using ChatGPT code interpreter
naman860154
Real Time Object Detection Using Open CV
Real Time Object Detection Using Open CV
Khem
08448380779 Call Girls In Greater Kailash - I Women Seeking Men
08448380779 Call Girls In Greater Kailash - I Women Seeking Men
Delhi Call girls
Boost PC performance: How more available memory can improve productivity
Boost PC performance: How more available memory can improve productivity
Principled Technologies
08448380779 Call Girls In Diplomatic Enclave Women Seeking Men
08448380779 Call Girls In Diplomatic Enclave Women Seeking Men
Delhi Call girls
Strategies for Unlocking Knowledge Management in Microsoft 365 in the Copilot...
Strategies for Unlocking Knowledge Management in Microsoft 365 in the Copilot...
Drew Madelung
From Event to Action: Accelerate Your Decision Making with Real-Time Automation
From Event to Action: Accelerate Your Decision Making with Real-Time Automation
Safe Software
Factors to Consider When Choosing Accounts Payable Services Providers.pptx
Factors to Consider When Choosing Accounts Payable Services Providers.pptx
Katpro Technologies
Driving Behavioral Change for Information Management through Data-Driven Gree...
Driving Behavioral Change for Information Management through Data-Driven Gree...
Enterprise Knowledge
08448380779 Call Girls In Friends Colony Women Seeking Men
08448380779 Call Girls In Friends Colony Women Seeking Men
Delhi Call girls
IAC 2024 - IA Fast Track to Search Focused AI Solutions
IAC 2024 - IA Fast Track to Search Focused AI Solutions
Enterprise Knowledge
Último
(20)
04-2024-HHUG-Sales-and-Marketing-Alignment.pptx
04-2024-HHUG-Sales-and-Marketing-Alignment.pptx
Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...
Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...
How to convert PDF to text with Nanonets
How to convert PDF to text with Nanonets
A Year of the Servo Reboot: Where Are We Now?
A Year of the Servo Reboot: Where Are We Now?
What Are The Drone Anti-jamming Systems Technology?
What Are The Drone Anti-jamming Systems Technology?
Tata AIG General Insurance Company - Insurer Innovation Award 2024
Tata AIG General Insurance Company - Insurer Innovation Award 2024
How to Troubleshoot Apps for the Modern Connected Worker
How to Troubleshoot Apps for the Modern Connected Worker
Boost Fertility New Invention Ups Success Rates.pdf
Boost Fertility New Invention Ups Success Rates.pdf
The Role of Taxonomy and Ontology in Semantic Layers - Heather Hedden.pdf
The Role of Taxonomy and Ontology in Semantic Layers - Heather Hedden.pdf
Presentation on how to chat with PDF using ChatGPT code interpreter
Presentation on how to chat with PDF using ChatGPT code interpreter
Real Time Object Detection Using Open CV
Real Time Object Detection Using Open CV
08448380779 Call Girls In Greater Kailash - I Women Seeking Men
08448380779 Call Girls In Greater Kailash - I Women Seeking Men
Boost PC performance: How more available memory can improve productivity
Boost PC performance: How more available memory can improve productivity
08448380779 Call Girls In Diplomatic Enclave Women Seeking Men
08448380779 Call Girls In Diplomatic Enclave Women Seeking Men
Strategies for Unlocking Knowledge Management in Microsoft 365 in the Copilot...
Strategies for Unlocking Knowledge Management in Microsoft 365 in the Copilot...
From Event to Action: Accelerate Your Decision Making with Real-Time Automation
From Event to Action: Accelerate Your Decision Making with Real-Time Automation
Factors to Consider When Choosing Accounts Payable Services Providers.pptx
Factors to Consider When Choosing Accounts Payable Services Providers.pptx
Driving Behavioral Change for Information Management through Data-Driven Gree...
Driving Behavioral Change for Information Management through Data-Driven Gree...
08448380779 Call Girls In Friends Colony Women Seeking Men
08448380779 Call Girls In Friends Colony Women Seeking Men
IAC 2024 - IA Fast Track to Search Focused AI Solutions
IAC 2024 - IA Fast Track to Search Focused AI Solutions
Sirius Decisions eBook
1.
Content: The Key
to Inbound Success Jay Gaines Ona Koehler Group Director, Demand Senior Benchmark Analyst 23 May 2012
2.
© Copyright SiriusDecisions. All
Rights Protected and Reserved. Executive Summary • Key issues – Inbound marketing has become a required part of the overall b-to-b mix – Inbound approaches have created new content requirements that many organizations struggle to meet – A cohesive content strategy based on buyer intelligence is the foundation for highly effective inbound strategies • What you will walk away with – An understanding of how inbound is evolving content requirements – A definition of the elements of an effective inbound content strategy – Key approaches for using content strategy to drive inbound success 2
3.
The Critical Role
of Inbound It’s a buyer-driven world, and we’re all living in it
4.
© Copyright SiriusDecisions. All
Rights Protected and Reserved. Survey Results: Defining Inbound Marketing SiriusPerspective: Tactics extended to an unknown target audience that deliver value-added content and are consumed at an individual’s discretion. 4 61% 63% 67% 81% 84% 84% 0% 50% 100% Content syndication Online demos/trials Display advertising Keyword advertising SEO Social media % of respondents User-Driven Demand Creation and Reputation Technology Value-Added Content
5.
© Copyright SiriusDecisions. All
Rights Protected and Reserved. 57 61 76 83 - 50 100 Other Score Survey Results: Inbound Marketing Priorities SiriusPerspective: Attract, engage and qualify are the top three priorities for inbound marketers. INBOUND MARKETING SPEND INBOUND MARKETING PRIORITIES Improve quality of responses Buyer’s information gathering Attract buyers early Current state 37%−50% of DC Inbound Outbound Outlook 2015 50%−65% of DC Inbound Outbound ATTRACT ENGAGE QUALIFY 5
6.
Content Strategy Taking a
systematic approach
7.
© Copyright SiriusDecisions. All
Rights Protected and Reserved. The Content Monster Inbound and Content: Don’t Panic! SiriusPerspective: Content is the fuel that powers effective inbound marketing, but an ad hoc content approach simply won’t do. 7 Brief, valuable, targeted, broadly appealing, unique, findable Mwahahahaaaaaa! Effective inbound strategies require content that is . . .
8.
© Copyright SiriusDecisions. All
Rights Protected and Reserved. The Content Strategy Requirement SiriusPerspective: A sound content strategy is the foundation for inbound demand creation performance optimization. 8 ThePillarsofContent MarketingforInbound Targeting Offer Placement Buyer Persona Alignment Improved targeting of key buyer roles using buyer intelligence Buyer’s Journey Alignment More compelling offers and offer sequences to drive qualifying behaviors Campaign Alignment Streamlined planning of integrated inbound and outbound components
9.
© Copyright SiriusDecisions. All
Rights Protected and Reserved. 9 Polling Question • Which of the following statements most closely describes the content strategy for your inbound marketing efforts? – Strategy? What strategy? – It is fragmented and inconsistent – It is consistent with outbound marketing strategy only – It is aligned to the buyer’s journey – It is consistent with overall marketing strategy
10.
© Copyright SiriusDecisions. All
Rights Protected and Reserved. Continuous Improvement Objective Content Asset Architecture Content Execution Measurement Inbound Content Strategy: A Five-Pronged Approach 10 • Campaign framework • Demand type • Buyer’s journey • Planning • Define the audience • Audit and map assets • Content library • Content mediums • Delivery mechanisms • Dynamic content • Crowd-sourcing • Engagement rate • Conversion rates • SEO performance • Revisions • Content rationalization • Buyer’s journey SiriusPerspective: A sound content strategy for inbound requires a systematic, closed-loop approach to content management and execution.
11.
© Copyright SiriusDecisions. All
Rights Protected and Reserved. One: Objective SiriusPerspective: The majority of inbound strategies are not aligned with the buying cycle or are targeted exclusively to the earliest stage. 11 DEMAND TYPE New Concept New Paradigm Established Market MARKET PENETRATION Low High Market Crea)on Market Share Customer Acquisi)on Market Leadership Wallet Share A:ract Engage Qualify
12.
© Copyright SiriusDecisions. All
Rights Protected and Reserved. Two: Content Asset Architecture SiriusPerspective: The process of building a content asset architecture is the foundation of a strategic approach to content management. 12 Assign ownership Define audience segments Identify information needs Audit and map content Fill content gaps
13.
© Copyright SiriusDecisions. All
Rights Protected and Reserved. Contributors Internal Analysts Partners Prospects Clients Competitors Three: Content Execution SiriusPerspective: Inbound performance can be maximized through high relevancy, content curation and optimized content delivery mechanisms. 13 Delivery SEO Navigation Keyword Call to action Syndication WCM/WCO Mobile Attract Engage Qualify EDUCATION SOLUTION VENDOR SELECTION Buyer’s Journey WEBINARS CASE STUDIES WHITE PAPERS PEER REFERRALS Content Types Personas
14.
© Copyright SiriusDecisions. All
Rights Protected and Reserved. Content Execution: An Example SiriusPerspective: Inbound performance can be maximized through high relevancy, content curation and optimized content delivery mechanisms. 14 Delivery SEO Navigation Keyword Call to action Syndication WCM/WCO Mobile Attract EDUCATION SOLUTION VENDOR SELECTION Buyer’s Journey WEBINARS CASE STUDIES WHITE PAPERS PEER REFERRALS Content Types Personas Engage Qualify Contributors Internal Analysts Partners Prospects Clients Competitors
15.
Content Strategy Deep
Dive It’s all about your ability to attract, then engage and qualify
16.
© Copyright SiriusDecisions. All
Rights Protected and Reserved. 16 Polling Question • How does your organization currently measure the impact of its inbound efforts? – We don’t measure it – Primarily activity metrics (e.g. views, clicks, Web site visits) – Activity metrics, plus conversion of unknown visitors to known – Conversion of inbound sourced contacts to MQLs (sales- ready leads) – Conversion of inbound sourced contacts to pipeline and/or revenue
17.
© Copyright SiriusDecisions. All
Rights Protected and Reserved. Attract: Topic-Driven SEO Only SiriusPerspective: SEO in the absence of a content strategy tends to be unfocused, too broad, diluted and ineffective. 17 Personas Topics Buying Cycles
18.
© Copyright SiriusDecisions. All
Rights Protected and Reserved. Attract: SEO and More SiriusPerspective: SEO in the absence of a content strategy tends to be unfocused, too broad, diluted and ineffective. 18 Preferences Topics Personas Your Content Strategy Buying Cycle Formats Gating Rules SEO/PPC Focused and aligned with key personas Social Media Topic alignment, identification of social sites Content Syndication Key destinations, relevant topics, optimal formats Influencer Marketing Improved targeting, identification and engagement
19.
© Copyright SiriusDecisions. All
Rights Protected and Reserved. Engage: Dynamic Content SiriusPerspective: The information flow between buyer behavior and dynamic content allows marketers to identify the buyer genome. 19 Visit source Content selection Repeat traffic Preference data Multiple calls to action Refresh/update Customized content Dynamic Content Buyer Behavior Buying Cycle Stage Persona Business Need
20.
© Copyright SiriusDecisions. All
Rights Protected and Reserved. Engage: Before and After SiriusPerspective: Inbound has become the primary source of Web visits, but visitor engagement requires a content strategy. 20 > 5% response rates 50%+ visitors go past POE Minimal use of landing pages Clean, rules-based home page < 2% response rates 60%+ bounce rate Dozens of landing pages Extremely busy home page No Content Strategy Content Strategy
21.
© Copyright SiriusDecisions. All
Rights Protected and Reserved. Qualify: Lead Enrichment SiriusPerspective: A cohesive content strategy combined with an integrated set of technologies enables deeper lead qualification. 21 WCM and MAP Rules Predefined topic categories Plain-English descriptors Sales View SFA (Activity Details) Topical interests Product association Urgency Planning Content attributes, weighting Content strategy Predefined behaviors
22.
© Copyright SiriusDecisions. All
Rights Protected and Reserved. Qualify: Progressive Profiling SiriusPerspective: Progressive profiling combines gathering explicit and implicit visitor data, which can’t be done without a content strategy. 22 Fully Qualified Lead Explicit data + Activity meaning Explicit Data Maximum 3-5 questions, map to lead definition Technology Infrastructure MAP, WCM, SFA Content Mapping Buying cycle, personas Implicit Data Pre-defined activity, recency, frequency Lead Definition Attributes, score Rules Dynamic content delivery
23.
Planning and Integration Ensuring
that content gets its seat at the strategy table
24.
© Copyright SiriusDecisions. All
Rights Protected and Reserved. The Role of the Content Strategist SiriusPerspective: Developing a cohesive content strategy requires an accountable leader who will drive interlock across functions. 24 Brand Managers Marcom Managers Field Marketing Product Managers Solution Managers Industry Marketing Sales Operations Program Marketing Content Strategist The Internal Content CommunityContent Strategist Responsibilities - Content architecture - Development strategy - Training and measurement - Shared service management Strategy - Enable content developers in the business to create assets that can be leveraged in a common framework Content Framework - Structured forms of content - Technical architecture - Playbook on content development
25.
© Copyright SiriusDecisions. All
Rights Protected and Reserved. Content: The Core of Campaign Integration SiriusPerspective: A content strategy ensures that inbound efforts effectively align with and support campaign themes. 25 Campaign One Campaign Two Campaign Three Campaign Four The overall themes on which programs are based The red vertical bars signify inbound strategies linked to specific campaigns The red horizontal arrow signifies generalized inbound strategies that benefit all campaigns Inbound Marketing Market Intelligence Reputation Demand Creation Sales Enablement
26.
© Copyright SiriusDecisions. All
Rights Protected and Reserved. 26 Action Items • Marketing – Pilot a content strategy for a defined audience/offering pairing in order to learn and prove the concept – Measure impact in defined categories, including attract, engage, qualify and internal efficiency • Sales – Work with marketing to define buyer’s journey, key personas and information needs – Prepare to engage with knowledgeable inbound leads
27.
© Copyright SiriusDecisions. All
Rights Protected and Reserved. 27 Recommended Research • Inbound Marketing, the Sirius Way • Inbound Targeting: From Passive to Proactive • Integrating Inbound Marketing Into Campaign Planning • Optimizing B-to-B Web Site Conversion • Content and Web Site Conversion Optimization • Building a Content Strategy • Progressive Profiling: The Sirius View
Descargar ahora