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OPTIMIZE YOUR LEAD NURTURING PROCESS: THE RIGHT CONTENT TO THE RIGHT AUDIENCE

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PRESENTED BY:

AMERICAN MARKETING ASSOCIATION

Pawan Deshpande Founder and CEO, Curata

Brian Kelly CMO, InsideView

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InsideView for Marketing

5 CONTENT MARKETING ESSENTIALS

1. COMPLETE YOUR CONTENT TOOLBOX

➤ Beyond marketing automation, what technologies must every marketer leverage?

2. WORK WITH COMPLETE LEADS EVERY TIME

➤ How can you eliminate incomplete leads from your demand generation world?

3. PERSONAS, PILLARS, PLACE

➤ Do you have a high performing content marketing strategy built on who you’re targeting,

what you’re going to tell them and where you’re going to reach them?

4. BALANCED APPROACH: CREATION and CURATION

➤ You are going to create some, but that’s not enough. How can content curation extend

your reach?

5. LEARN FROM THE BEST

➤ Best-in-class examples are winning with their content marketing strategies?

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NEW MARKETING PARADIGM

Inbound Lead Strategies

➤Leverage the buyers that are

finding you online

➤Automatically enrich all leads

➤Deliver relevant content

through the sales process

Content Marketing Rules

➤Content must be relevant

➤ In the right channel

➤You need both curated and

created

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WEBINAR AGENDA

➤ How B2B Marketing Has Changed

➤ Content Creation and Curation

➤ Sales Process with Automated Lead Enrichment

➤ Examples

➤ Questions

SLID

E :5

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B2B MARKETING HAS CHANGED

➤87% of B2B marketers cite content marketing as a top marketing

strategy*

➤64% of B2B content marketers say their biggest challenge is

producing enough content*

➤ 87% of B2B marketers use social media to distribute content

➤ Interesting content is a top 3 reason that people follow brands on

social media

➤ 57% of buying decisions are made before the first sales call

➤ 74% of marketers are challenged to generate high-quality leads

*http://bit.ly/curatab2b2012

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POLL QUESTION

What percentage of your leads are driven by inbound strategies?

➤ <10%

➤ 10-25%

➤ 26-50%

➤ 51%-75%

➤ >75%

➤ I don’t know

PERSONAS, PILLARS, PLACE

Is your content marketing strategy built on who you’re targeting, what you’re going to tell them, and where you’re going to reach them?

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POLL QUESTION

Where do your inbound leads come from?

➤ Facebook

➤ Twitter

➤ Blog posts

➤ Web Forms

➤ All of the above

➤ None of the above

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THE AGE OF CONTENT MARKETING

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CONTENT DRIVES THE BUYING CYCLE

PEER CONTENT

Educate customers on the

need, Create Interest

EXPERT CONTENT

Describe solutions, Create

Preference

VENDOR CONTENT

Define Products, Differentiate from

Competitors

1 2 3

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CONTENT MARKETING WORKS

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Source: Curata’s 2012 Content Curation Adoption Survey http://bit.ly/CurataAdoption2012

WHAT ARE YOUR MARKETING CHALLENGES?

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*http://bit.ly/Beastcuration

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➤Published a “Best of” post

➤Commented or shared a link on Twitter

➤Pasted a link to Facebook with your commentary?

HAVE YOU EVER?

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• Blog Posts

• News Sites

• Newsletters

• Social Media

• Podcasts

• eBooks

• Special Reports

• Infographics

• Polls & Surveys

• Video

• Webinars

Download at www.curata.com/resources

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THEN YOU’VE CURATED

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CONTENT CURATION DEFINED

“Content curation is the process of consistently finding,

organizing and sharing the most relevant and highest quality

digital content on a specific topic for a target market.”

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THE CONTENT CURATION PROCESS

Find Curate Share

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CURATION IN MUSEUMS

You can create value simply by curating.

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Identify: http://bit.ly/CurationTopic

IDENTIFY

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FIND

Sources

➤RSS Feeds

➤News Sites

➤Blogs

➤Trade Pubs

➤Twitter

➤Journals

Schedule a regular and consistent time every day to review content.

Blog Post: http://bit.ly/CurationSources

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ORGANIZE

➤Categorize

➤Tag

➤Group

➤Index

➤Archive

➤Recommend

Think like a librarian when organizing content.

Blog Post: http://bit.ly/CurationOrganize

– Use categories & tags in blog software

– Make your CTA point to another piece of content

– Create digests & roll-up summaries

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SHARE

➤Website / Microsite

➤Blog

➤Mobile devices

➤Email Newsletter

➤Embeddable Widgets

➤Feeds

➤Social Media

Share content everywhere your audience is.

Blog Post: http://bit.ly/CurationShare

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CREATE – ADD VALUE

➤Abstract

➤Quote

➤Retitle

➤Parallelize

➤Storyboard

➤Summarize

Add more commentary that amount of the content you repost

http://bit.ly/CurateAnnota

te

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THINK BEYOND YOUR OWN BRAND

➤ Include competitor content

➤ Include content that may not agree with your position

➤Become a trusted and reliable authority

You may need to curate competitor content to become a thought leader.

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CONTENT CURATION & FAIR USE

➤Share only a portion of the original content

➤Always attribute sources

➤Drive visitors to the original publication

➤Follow the Google “Rule of Thumb”

Create, curate, but never pirate content.

http://bit.ly/CurationEthics

CRM INTELLIGENCE™ Find More Leads, Win More Deals, Grow Accounts

START THE SALES PROCESS WITH

AUTOMATED LEAD ENRICHMENT

How can you eliminate incomplete leads from your

demand generation world?

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MORE LEADS, LESS INFORMATION

OUTBOUND MARKETING

Lists Email +

Telemarketing

INBOUND MARKETING

SEO

Social Media

Marketing Automation

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INBOUND LEAD CHALLENGES

Inefficient

➤ Incomplete leads ignored

➤Too much manual research

➤Too many form fields

➤ Improperly routed leads

➤Sales frustration

➤Significant lead loss

➤Nurturing fails

➤Lower pipeline values

➤Decreased lead volume

➤Missed revenue opportunity

Costly

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©2013 InsideView. All rights reserved.

CRM INTELLIGENCE

GET MORE LEADS

WIN MORE DEALS

RETAIN AND GROW

ACCOUNTS

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CRM INTELLIGENCE PLATFORM

ESSENTIAL COMPONENTS OF

CRM INTELLIGENCE DATA

INSIGHTS

CONNECTIONS

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COMPLETE, ACCURATE DATA

‣ Complete, accurate company and contact

information

‣ Real-time updates of company and contact

information

‣ Focus on decision makers

MEDIA FINANCIAL SOCIAL

CRM INTELLIGENCE PLATFORM

DATA

INSIGHTS

CONNECTIONS

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TIMELY, ACCURATE INSIGHTS

‣ Timely information about target market

‣ Engage prospects and customers with

relevant insights.

CRM INTELLIGENCE PLATFORM

DATA

INSIGHTS

CONNECTIONS

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COMPREHENSIVE CONNECTIONS NETWORK

‣ Leverage social and professional

connections

CRM INTELLIGENCE PLATFORM

DATA

INSIGHTS

CONNECTIONS

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CRM INTEGRATION

‣ Integrated into CRM and Marketing

Automation

CRM INTELLIGENCE PLATFORM

DATA

INSIGHTS

CONNECTIONS

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INTELLIGENT CONTENT MARKETING

‣ FIND MORE

LEADS

‣ WIN MORE

DEALS

Capture leads from any source (web

forms, events, manual input, etc.)

‣ RETAIN

AND GROW

SALES LIFECYCLE

MARKETING

SALES

ACCOUNT

MANAGEMENT

SALES

ACCOUNT

MANAGEMENT

MARKETING

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INTELLIGENT CONTENT MARKETING

‣ FIND MORE

LEADS

‣ WIN MORE

DEALS

Capture leads from any source (web

forms, events, manual input, etc.)

Enrich sparse leads with real-time data

‣ RETAIN

AND GROW

Score & route leads faster

Deliver more targeted e-mail campaigns

SALES LIFECYCLE

MARKETING

SALES

ACCOUNT

MANAGEMENT

SALES

ACCOUNT

MANAGEMENT

MARKETING

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INTELLIGENT CONTENT MARKETING

‣ FIND MORE

LEADS

‣ WIN MORE

DEALS

Capture leads from any source (web

forms, events, manual input, etc.)

Enrich sparse leads with real-time data

‣ RETAIN

AND GROW

Score & route leads faster

Deliver more targeted e-mail campaigns

SALES LIFECYCLE

MARKETING

SALES

ACCOUNT

MANAGEMENT

SALES

ACCOUNT

MANAGEMENT

MARKETING

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INTELLIGENT CONTENT MARKETING

‣ FIND MORE

LEADS

‣ WIN MORE

DEALS

‣ RETAIN

AND GROW

SALES LIFECYCLE

MARKETING

SALES

ACCOUNT

MANAGEMENT

SALES

ACCOUNT

MANAGEMENT

MARKETING

Capture leads from any source (web

forms, events, manual input, etc.)

Enrich sparse leads with real-time data

Receive complete, actionable leads quickly

Score & route leads faster

Deliver more targeted e-mail campaigns

Utilize connections & insights to engage

prospects

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INTELLIGENT CONTENT MARKETING

‣ FIND MORE

LEADS

‣ WIN MORE

DEALS

‣ RETAIN

AND GROW

SALES LIFECYCLE

MARKETING

SALES

ACCOUNT

MANAGEMENT

SALES

ACCOUNT

MANAGEMENT

MARKETING

Capture leads from any source (web

forms, events, manual input, etc.)

Enrich sparse leads with real-time data

Receive complete, actionable leads quickly

Be alerted to people and company changes

Score & route leads faster

Deliver more targeted e-mail campaigns

Utilize connections & insights to engage

prospects

Cross-sell and upsell your accounts

Manage more accounts

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Leads

Qualified Leads

Opportunities

Wins

Capture more leads from the same spend

Turn unproductive leads into qualified leads

Significantly improve marketing-generated pipeline

Capture the admiration of your partners in Sales

Drive greater impact on revenues

MORE QUALIFIED LEADS

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LEARN FROM THE BEST

Which best-in-class companies have winning content

strategies?

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@aternityinc

http://www.enduserexperience.info/

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• IBM

• Whole Foods

• Oregon Wine Board

• FedEx

• Intel

• United Nations

• Adobe

• & more…

Download at curata.com/resources

With a foreword by Rohit Bhargava

Author of Likeonomics &

Personality Not Included

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CRM INTELLIGENCE IMPROVES CONTENT MARKETING

An 11% improvement in

form completions.

Reduce attrition and Identified

upsell opportunities across

1000’s of accounts.

22% Lead Conversion

12% Increase in Win Rate

33% Increase in Average Deal Size SALES

Win more deals

ACCOUNT

MANAGEMENT Retain more

customers

MARKETING Find more leads

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THINGS TO REMEMBER

CONTENT MARKETING

➤ Create a balance between

created and curated content

➤ Think beyond your brand to

win customer confidence

➤ Always practice fair content

use rules

CRM INTELLIGENCE

➤ Maximize the impact of each

inbound lead

➤ More effective scoring, routing,

nurturing

➤ CRM Intelligence supports

each stage of the sales cycle

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QUESTIONS & MORE INFORMATION

Curata InsideView

Silverpop Taps InsideView for More Qualified,

Complete Leads. Download the case study now.

www.insideview.com

Ebook: 5 Simple Steps to

Becoming a Content

Curation Rockstar

Download: http://bit.ly/5stepscuration