linking content marketing to sales results
TRANSCRIPT
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Linking Content Marketing to Sales
Results
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Before We Get Started
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Today’s Presenter
Nidhi Raj Puri Marketing Programs Manager (Asia-Pacific)
[email protected] @nidhirajpuri
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Agenda
• Why is Inbound marketing so compelling?
• Common Inbound Marketing Tactics
• Linking Content Marketing to Revenue
• Q & A
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Traditional Marketing and Sales
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The Buyers Journey has changed
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The rise of Content Marketing
70% of buyers view 4 or more
pieces of content when
considering/making a purchase
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The rise of Content Marketing
Content Marketing costs
62% less than
traditional marketing
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The Volume of Content is Overwhelming
• More than 30 billion pieces of content are shared on
Facebook every month.
• Twitter sends 535,521 tweets in a minute
• In 1 second, 2,379,724 Emails are being sent
https://books.google.co.in/books?id=bz08DhXc4u0C&pg
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Inbound versus Outbound Marketing
• Outbound Marketing Inbound Marketing
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Inbound versus Outbound Marketing
• Outbound Marketing
• Telemarketing
• Email Marketing
• Cold-Calling
• Direct Mail
• Radio
• TV
• Billboards
• Etc.
• Inbound Marketing
• Blogs
• Podcasts
• Webinars
• Videos
• eBooks
• Newsletters
• Whitepapers
• SEO
• Social Media
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Inbound Marketing Isn’t Always Measurable
Ineffective Inbound Marketing Effective Inbound Marketing
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Reasons to Implement: Inbound Marketing
0% 10% 20% 30% 40% 50% 60% 70%
Increase Revenue
Increase Sales to Customers
Increase Sales to Target Segments
Competitive Differentiation
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Common Challenges with Inbound Marketing
0% 10% 20% 30% 40% 50% 60% 70%
Content Production
Budget
Multi-channel Marketing Strategy
Idetifying a Return on Investment
Knowledgable Resources
Executive Support
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Can you stand out with inbound marketing?
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The Essence of Great Inbound Marketing
Create great content to match your audience’s searches
Get found more by optimizing your site for search
Use the same keywords in content, search, and PPC marketing
Track your paid search & SEO campaigns to leads and revenue
Connect Inbound, Outbound and Nurturing
efforts in one platform
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Channels for Inbound
• Blogging
• Whitepapers and E-Books
• SEO
• Webcasts
• Social media
• Landing Pages
• Video
• Press and News
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Some Inbound Marketing Ideas
• Interviewing Executives or Experts
• Guest articles
• LinkedIn Group Participation or
Creation
• Customer Survey
• Share Presentations
• Build a Knowledge Base
• Share reports, charts, white papers
in social media
• Create an Infographic
• Create a Newsletter Sign-up
• Blog Post
• Webinar
• How to Videos
• Publish an eBook
• Frequently Asked Questions
• Podcasts
• Video Testimonials from Customers
• Host a Meetup
• Accept Guest Blog Posts
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INBOUND MARKETING
Mostly digital channels and therefore measurable
results. But not necessarily REVENUE
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Measurement
• Types of Tangible Measurement for Inbound Marketing
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Attribution
• We listed Website, Social Media, Blog, Webinars, etc.
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Attribution
• We listed Website, Social Media, Blog, Webinars, etc.
• Something is missing…
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Attribution
• We listed Website, Social Media, Blog, Webinars, etc.
• Something is missing…
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STA
GES
CAPTURE NURTURE CONVERT EXPAND
How Do I Start? SY
STEM
S
ACQUISITION PROGRAMS
NURTURING PROGRAMS
MARKETING TO SALES HANDOFF
CUSTOMER SUCCESS PROGRAMS
Social Webinars Whitepapers A
CTI
VIT
IES
Implementation Training Usage
ATTRACT
FORMS & LANDING PAGES
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What Comprises Marketing Automation?
Customers
EMAIL NURTURING
WEB FORMS
SOCIAL PROSPECT
SOCIAL PUBLISH
ACTIVITY SCORING
LEAD SCORING
LANDING PAGES
WEBINARS REPORTING
SEGMENTATION
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Linking Inbound Marketing to Revenue
• Measure each inbound tactic individually and in
aggregate
– This provides a benchmark for inbound marketing
optimization
– Analyse blog post titles and shares
– Analyse downloads from different types of assets
• Then measure inbound impact on revenue as a tactic
– Did new customers get touched by inbound tactics
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Don’t Just Focus on Revenue
• Consider inbound marketing as a perpetual
marketing tool
• Once you know what bait to use, inbound gains
economies on effectiveness.
• Over time, the return on investment gets better
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Key Takeaways
• Use content marketing to target specific prospects
• There are dozens of ways to measure the
effectiveness of inbound marketing – including
revenue
• Marketing Automation offers a means of attributing
inbound touch points prior to the sale.
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Q&A
Call: +91 80 4098-5338 | Email: [email protected]
Web:www.act-on.com | @nidhirajpuri
Questions?