advanced nurturing - creating and sustaining content

© 2013 Marketo, Inc. #mus13

Advanced Nurturing –

Creating and Sustaining Content

Lee Anne Wimberly, Intradiem

Cyndie Beckwith, Marketo


Meet Your Speakers

Lee Anne Wimberly Director of Marketing

Cyndie Beckwith Executive Director, Marketo


Once Upon a Time

CLICKER!!! prospect

uninterested

stakeholder champion

Dormant but valuable

Content Fan


Great Perils


Happy Ending


Intradiem

• 50-person software company • Contact center intraday management • Direct sales with marketing sourcing 70% of pipeline

• Internal team • CMO • Director • 2 Managers • 3 Lead Generation Reps

• External • Agency for creative • Industry expert authors • Sales-focused content consultant • Journalist trained freelancer • Video content producer


Challenge

• Long sales cycle and low deal volume • Difficult to see revenue results quickly enough

to direct course

• Multiple stakeholders, inexperienced buyers

• Limited marketing budget

• Hodge-podge database, largely inactive

• A lot of eggs in the email basket


What Holds Us Back?


Overview of nurture tracks

• Each track has specific goal, aligned with buying stage

• Content sent should support the goal

• Leads promoted to different nurture tracks based on specific actions (success) or demoted, based on inaction

General

•Gain trust

•Thought leadership

•Blog type content

•Success = content consumption (3 emails )

Early

•Integrate Intradiem messaging, gauge interest

•Intradiem papers, webinars

•Blog content

•Success = Attend appt.

Middle

•Educate/validate value prop

•Analyst reports

•ROI calculator

•Stakeholder info

•Success = Sales stage changed

Late

•Stay in touch/reinforce sales efforts

•Case studies

•Intradiem impact

•Success = Deal closed

Buyer Goals Shifting: Latent Need to Risk Mitigation


EXTREME CONTENT


Resources by Content Type

•Internal team

•Sales content consultant

•Video Producer

•Internal team

•Sales content consultant

•Internal team

•Freelancer

•Experts

•Video Producer

•Internal team

•Experts

•Freelancer

General Early

Late Middle


Tools: Editorial Calendar

• Editorial Calendar

• Yearly – broad topics (update as needed) • Quarterly – plan out big pieces and fill out plan • Bi-weekly editorial meetings • Write, rinse and repeat

• Evaluating Topic Themes: • Relevance: Is it related to your prospect’s

primary goals and the challenges they’re interested in addressing?

• Depth: Is it broad enough to be approached from several different perspectives?

• Significance: Does it reflect your strongest areas?

Credit: Content Marketing Institute


Editorial Calendar Example

Theme Ideas Industry Company PR/Ads Depth Relevance Significance

Jan Different in

2013

Fulfilling

resolutions

9.0

Launches

ICMI

guest

topic:

culture

and

morale,

Feb Social

Media

Michael

Pace Social

Webinar

Support

World

Mar Metrics that

Matter

commentar

y on

Contact

Babel

report

CCA's Call

Center

Expo

CMIQ blog

Apr Back Office Research

Results

Webinar

SWPP,

NICE,

Hosted

Event

SWPP

Member

Email


Integrating with Calendar


Tools: Bi-Weekly Editorial Planning


Tools: Contentinator


Webinar


Re-Use Webinar

Stats Article Case Study

Snippets Quotes Blog

Survey

White paper Article Infographic Fast Facts Webinar Conference Presentation

White Paper

Article Blog Conference Presentation

Snippets Quotes

Video

Article Blog Case Study Press Release

Quotes


Folding It In

General

GL-6-reasons-agents-disengage

DB-tips-choosing-contact-center-manager

GL-5-WFM-practices-NEW

GL-5-metrics-customer-centricity

MP-Social Media

CCH-creative-scheduling-NEW

JB-frontline-agents-rescue-cust-NEW

VH-5-ideas-minimize absences

Early

VH-5-ideas-minimize-absences

MM-7-fundamentals-coaching

Baseball vs basketball video

GL-5-WFM-practices-NEW

JB-frontline-agents-rescue-cust-NEW

CCH-creative-scheduling-NEW

Middle

3 steps to help agents retain info

Convergys case study video

Dynamic delivery video

Performance-based assignments

Late

Q: 15 minute sessions

Q: Prioritize assignments

Q: Existing technologies

Topical Blog New Video Webinar


Example: Video


Video Program

• Monthly sessions • 4 pieces

– Thought leadership – Tips – Product – Culture

• Live switch = quick turnaround • Feature different speakers

• Video-Lite • Phone or live audio interviews • Audio editing • Set backgrounds and formats • Key point call-outs • Product, best practices,

objections


Measurement

• 7% increase in open reach year over year • Opened/Delivered

• Overall effectiveness metric

• By track • Email metrics for content

• Success metrics for track

• Active vs. Inactive

• Content engine • More

• Varied

• Efficient

• More testing opportunities


Our Journey

Early 2012

• Scheduled blasts

• Mostly Early content

• Little targeted content – industry or title

• Mini welcome program

Fall 2012

• General Track launched

• Early Track Launched

• Transition existing leads based on behavior

• Expanded welcome program incorporating tracks

Winter 2013

• Middle Track Launched

• Late Track Launched

• Customized welcome program based on source

Spring 2013

• Fold in expanded product – Phase 1

• Improved measurement

Summer 2013

• Fold in expanded product – Phase 2

• Re-engagement program

Late 2013

• Fold in 4 new markets


What’s Next?

• Lean Marketing Approach • Expanded Product Suite

• Additional Markets

• Pipeline velocity

• More general and early track stakeholder content

• Improved Measurement


Content Rules @ Marketo


Marketo Revenue Model & Stages

Early Mid Late


Buying Stage & Content Types

Early Pre- Opp

Mid Pre- Opp

Late Post-Opp

How to be a

Better Marketer

Why Marketing

Automation

Why Marketo

• Research

• Funny videos

• Infographics

• Thought

Leadership

• Buying Guides

• RFP Templates

• ROI Calculators

• Whitepapers

• Webinars

• Pricing

• Demos

• 3rd Party

Reviews

• Case Studies


Organizing Content


1. Evaluate Content Performance Specific to Stage, and role if applicable

2. Some Content may not perform well in one stage or with specific role, but does in another

3. Test, test, test

Measuring Effectiveness of Content


How To Measure

1. Organize Emails in Folders by Stage 1. Early Stage

2. Mid Stage

3. Late Stage

2. If segmenting by Role/Title add this into the foldering of the emails

3. Through RCA, run reports accessing the folder for results of all emails in that folder

Effectiveness of Content


Measuring Effectiveness of Content


Early Stage, Executive

27.0% Open Rate

13.3% Click to Open Rate (CTOR)

3.6% Click through Rate (CTR)

Subject: Executive Viewpoint: More

Predictable Revenue Through RPM

35.5% Open Rate

28.1% Click to Open Rate (CTOR)

10.0% Click through Rate (CTR)

Subject: Improve ROI of Your CRM


Key Take Aways

• Get Started • Nothing is perfect, get started and evolve

• Align your content type to your Stage(s) • You don’t have to have all stages laid out

• Bust Up Your Content! • Produce one piece, bust up in to many

Evolve

• Content Aligned to Title, Segment

• Test content in different stages


Thank You!


Q&A

Lee Anne Wimberly Director of Marketing

Cyndie Beckwith Executive Director, Marketo


Thank you!

• Tweet with us at #MUS13

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• Check email or Text ‘mus13’ to 32075

• Session presentations will be posted to the Marketo Community within 2 weeks

• Questions? Visit the Marketo Booth in the Expo

advanced nurturing - creating and sustaining content

Marketing

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editorial

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