nurture with content: accelerate the middle of your funnel

Meagen Eisenberg – VP of Demand Generation at DocuSign @meisenberg

Nurture with Content: Accelerate the Middle of Your Funnel

The next 30 minutes

§ What does your content funnel look like? § What do you need to build out your content? §  People §  Technology §  Process

§ Content development cycle § Demo middle of the funnel content § Measure of success § Results

What does your funnel look like? Deliver the appropriate marketing mix at the correct buying stage to accelerate revenue

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Middle of the funnel

What do you need to build out your content?

People

§ Marketing § Web team

§ Sales § Customer success &

support § Analysts § Thought-leaders § Partners

People Technology Process

Syndicate targeted content at the right stages

§ Marketing Automation Platform (MAP) §  Marketing database §  Email platform and response

tracking §  Lead scoring and nurturing §  Sales enablement tools §  Website-activity for website

triggered nurturing

§ Targeting and personalization platform §  Web form optimization §  Website optimization


Are your forms collecting the correct information for targeted content delivery and nurturing?

§  SiriusDecisions says 5 or less §  What are the key fields?

§  Name §  Title §  Email §  Phone §  Company

§  What are the necessary hidden fields? §  Industry §  Company size §  Location info (City, State, Country)


Why content delivery at middle of the funnel?

•  Align sales cycle with buy cycle •  Reduce “lead wastage” – plug

the leak! •  Notify sales when prospect

exhibits “ready to buy” signals •  Move from trial to buy •  Cultivate prospects with longer

term buying horizons •  Align resources to lead value


Content design and delivery is art wrapped in technology

Understand your content needs - map your buyer’s journey to your sales cycle

Rows 1.  Buyer’s journey 2.  Lead score and stage (A -> D, pre-qual, attempt, qualified, etc.) 3.  Definition of your agreed stages with sales 4.  Gates to get through for buyer 5.  Content and tools to achieve next stage 6.  Existing content, tools & resources 7.  Identify content gaps

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Mind the gap

Content development cycles

§  How do you get content? §  Create vs. curate

§  How do you use content? The Solution Sale §  Top of funnel – focus on buyer’s interest and thought-

leadership such as third-party whitepapers, videos verses your product content

§ Middle of funnel – case studies, peer reviews, demo/experience, differentiation (ex. security), how-to videos and whitepapers for trial

§  Late-stage funnel – product briefs, house whitepapers, why you are the best solution

§  How often do you refresh it?

Perfection is attained, not when

no more can be added, but when no

more can be removed.

-Antoine de Saint Exupéry

1900-1944

Show me

Business trial content nurture experience

I would have written a shorter letter, but I did

not have the time

-Blaise Pascal 1623-1662

Content system to accelerate the funnel with content delivery programs

25

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Default

Default EMEA

(Trial and demo starts here à)

ProTrial

NARTrial

BizTrial

Biz Customer Welcome

DS Ink

Usage Rewards

Low usage

Credit Unions

Insurance

Education

Industry:

Marketplace/Connector:

DS for Salesforce

MS Dynamics

SugarCRM

Box

Google Drive

Google Ent Apps

Alfresco

Yahoo – coming soon

BizTrial EMEA

Biz Customer Welcome EMEA

CC Expiration

Anti-churn:

Web-activity triggered

Connector base (EMEA)

Developer

Mobile

NAR Pro Free

RE/NAR Pro

Web Customer

Rate + Review

HiTech

Banking No usage Healthcare

DocuSign Confidential

Reengagement

HR

Department:

Lost to Competitor

Measure what matters – you can’t manage what you don’t measure

Measure of success – what’s working and not?

§  It’s NOT just Email analysis (A/B testing and email / content engagement)

§  Opens, clickthroughs, form submissions, forwards §  Unsubscribes

§  Was end goal of content/nurture program obtained?

§  Did you increase trial conversions to buy? And reduce time to buy from trial?

§  Did you reduce churn?

§  Did you reduce the sales cycle by leveraging content? §  What opportunities were influenced by your content assets?

§  Measure opportunity revenue with campaign tracking

§  Blind form submits

Results from smart use of content

§ Lead and deal acceleration machine § Marketing efficiencies – small group can operate

at large scale § Documented processes and robust reporting § Growth in business - Increase in conversion

rates, pipeline and revenue, reduction in churn § Strong partnership between sales and marketing § Marketing execution and input valued at the

executive level

Content is King at all stages of the funnel, especially middle

Content Marketing Bootcamp February 21, 2013

San Francisco, California hosted by