content marketing world 2013
Post on 17-Oct-2014
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DESCRIPTION
Today’s online everywhere customer demands smarter more relevant communications than ever before. It’s imperative for content marketers to embrace the empowered customer head on through real-time personalization and customer-centric approaches. Hear how the award-winning content marketing team at Monetate has reinvented its inbound program to drive record results for the business. You’ll learn the latest content personalization techniques, how to switch from a reach to impact focus, along with customer up-sell programs that delight customers, drive revenue and improve other key metrics. While it’s easy to simply follow the leaders, strive to become a content marketing innovator and move from best practices to next practices.TRANSCRIPT
#cmworld
“Content Marketing In the Age of the Empowered
Customer”
Rob YoegelContent Marketing Director, Monetate
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From asking for directions . . .#cmworld
To getting directions
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To getting directions . . .
In the Age of the Empowered Customer,the rules have changed.
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One size fits all?
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One size fits none!
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The Apple Effect#cmworld
Apps
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Customers are expecting smarter, more relevant experiences.
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For the marketer who can deliver, the customer will reward you.
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Source: eConsultancy
6%
33%
61%
Yes, Definitely Yes, Somewhat No
94% of companies agree that delivering a relevant experience ‘is critical to business performance’
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Source: eConsultancy
19% Uplift in sales
By delivering more relevant and personalized experiences.
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experience matters
Source: Gartner
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Your customers are no different
Your customers are no different.
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Click-throughsMarketing InfluenceContact/Demo RequestsConversions
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It is imperative for us to reinvent our programs
to engage the Empowered Customer.
Relevant. Smart. Impact.
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The MonetateContent Marketing
Program
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Tipping Point?
100%
75%
50%
25%
57%
40%
20%
75%
92%100%
Marketing Influence on Revenue
2010 2011 2012 2013 2014 2015
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Reach(Lead-gen)
Impact(In-funnel)
Reaching the Tipping Point
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Reach(Lead-gen)
Impact(In-funnel)
Reaching the Tipping Point
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The Reach Effect:Contacts at 82% of new business closed in the 1H 2013 attended at
least one webinar.
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How we are responding to the Empowered Customer.
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Greater Content Marketing focus on Impact vs. Reach.
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Personalize for our best prospects.
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REICompany
Retail (Sporting Goods)Industry
VP, EcommercePersona
ContentProfile Actions
Customer Stories
Case Studies
Videos
Webinars
PROSPECT OPTIMIZATION PROGRAM
Hero Sliders
Visual Search
Right Rail
Content Blocks
Copy
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Don’t forget about existing customers.
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The Result:A 225% increase in contract size
directly attributed to this webinar.
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The Result6 issues, 3,029 MQLs, influenced over
$700K in up-sell business and$200K in new wins.
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ContentProfile Actions
Customer Stories
Case Studies
Videos
Webinars
CUSTOMER UP-SELL PROGRAM
Insert Banner
Recommendations
PatagoniaCompany
Retail (Sporting Goods)Industry
VP, EcommercePersonas
Merchandising Manager
Web Operations
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Your customers are no different
Start Your Move from Best Practices to Next Practices.
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Techniques for Content Marketers in the Age of the Empowered Customer4 #cmworld
1. Conversion Events
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1. Conversion Events
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2. Attribution Mapping
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100%
75%
50%
25%
3. Let the voice of your customer guide you
Early Mid Late
Infographic CaseStudy
eBook Blog WhitePaper
Webinar Research(EQ)
Content Stage
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4. Deliver the smart, relevant experiences your prospects and customers deserve
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Content Marketing in the age of the empowered consumer.
Relevant. Smart. Impact.
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Rob Yoegel, Content Marketing Director
follow @monetate on
monetate.com/resources
Thank You!
#cmworld
“Content Marketing In the Age of the Empowered
Customer”
Rob YoegelContent Marketing Director, Monetate
