Content Propulsion

B2B Demand Generation Through Compelling Content Marketing

Nearshore and the U.S. Market

Latin American outsourcing market will grow 10% through

2017- Gartner

But Latin America is only 5% of Global Outsourcing

Industry- KPMG

“...spend very little money on sales, marketing and branding.” - Deborah Kops,

Sourcing ChangeSource: Nearshore Americas, http://www.nearshoreamericas.com/outsourcing-lack-marketing-branding/

The Explosion of Content Marketing

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action.”

- The Content Marketing Institute

“With content’s high adoption rates, great potential to provide measurable business benefits, and enterprise-wide appeal, a strategic content marketing program is virtually essential to staying competitive in today’s marketplace.”

- Joe Pulizzi, The Content Marketing Institute

“Every one of you is a media company…If you're not putting out stories, you basically don't exist…you are being drowned out by the massive volume of content that is being put out by literally everybody else.”- Gary Vaynerchuk, Wine

Library TV

A HOLISTIC, DATA-DRIVEN METHODOLOGY

THAT LEVERAGES HOW PEOPLE BUY TODAY

70% of B2B marketers are creating more content than they did one year ago- Content Marketing Institute, 2015

The average B2B organization spends 28% of its marketing budget on content- Content Marketing Institute, 2015

Why content and inbound: how the internet has changed things

THE TRADITIONAL MARKETING PLAYBOOK IS BROKEN

• Client Referrals• Networking• Tradeshow Marketing• Sponsorships• Direct Mail• Print Advertising• Cold Calls• Sales People with a “Rolodex”

Meet Relationship Expertise Trust Client

• 84% of buyers engage in Zero Moment Activities (Online Information/Education)

• 10.4 Pieces of Information in the Buyer’s Journey Prior to Purchase

…57% of the sales cycle is complete“before a prospect reaches out to a sales rep.

Digital Evolution, Conference Executive Board, 2012

“

Know

Like

Trust

TryBuy

Talk to a sales executive

CONTENT57%

Issue Education Expert Trust Client

DIG YOUR WELL

BEFORE YOU’RE THIRSTY.

Seth GodinAuthor, Permission-Based Marketing, Tribes, All Marketers Are Liars

“ “21

Inside the Buyer’s Brain

People today are digital natives

The time pressured executive

Expectations of free education

Expectations of transparency

A global marketplace

Specialists’ marketplace

The High Growth Imperative

“high growth firms grow up to 9X faster and are 50% more profitable while still spending slightly less than average on business development…high growth firms are much more likely to focus on their websites than their average growth peers.”

- Online Marketing for Professional Services Firms, Lee Frederiksen

Growth and online lead gen

Source: Online Marketing for Professional Services Firms, Lee Frederiksen: http://www.hingemarketing.com/library/article/

online_marketing_for_professional_services

Profitability and online lead gen

Source: Online Marketing for Professional Services Firms, Lee Frederiksen: http://www.hingemarketing.com/library/article/

online_marketing_for_professional_services

Source: Online Marketing for Professional Services Firms, Lee Frederiksen: http://www.hingemarketing.com/library/article/

online_marketing_for_professional_services

INBOUND COSTS AT LEAST 67% LESS PER LEAD THAN TRADITIONAL MARKETING

Source: HubSpot, 2014 State of Inbound Marketing

Co

st p

er L

ead

1-25 51-200 1000+$0

$50

$100

$150

$200

$250

$102

$220

$45 $37

$70

$27

Outbound

Inbound

Company Size

ASSETS THAT INBOUND CREATES

Infochimps: Creating a Lead Machine

• Increased a house database by 94%

• Grew demand 358% to produce a multimillion dollar pipeline

• Created 30+ calls-to-action with average conversion of 20%

Sungard AS: Making a Boring Topic Interesting

• 150% greater clickthrough rate• Exceeded download rates by

300%• Generated 20 qualified leads

Vignette: Influencing the Analysts

• Invented the term “Social Media Maturity Model”

• Term popularized by Conference Executive Board

Lander: competing in the U.S. market

• #5 Position for One of Most Competitive Keywords

• Included in several of the top landing page lists by major blogs/publications

• Started from scratch to now more than 1,000 paid subscribers and database of more than 20,000 prospects