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4. 7 advanced tips"
!
-Why do we even do content marketing?
-Why Marketing is the first department to get fired
-New Breed of Reporting
-Tactically how to do it
!
!
5. 5000 impressions"
How many ad impressions you’re exposed
to on a daily basis in 2014. This was 350 in
1975.
!
!
!
6. Mobile"
More people have mobile phones than
have access to clean drinking water or
electricity.!
!
7. Ubiquitous: "
Every time you log on to Facebook there
are 1500 stories waiting for you.
!
!
!
!
!
13. 71% of B2B buyers have
been disappointed by
content
-Pardot research 2013
!
!
!
!
!
14. 25% of those B2B buyers
who have been disappointed
by your content will never
read content from you again
-Pardot research 2013
!
!
!
!
!
15. 1/Escape!
People wanting to escape will lean on self-discovery and
social channels. They are looking to escape their work,
life, job, and take a short break. No barring on sales
readiness. !
17. 2/Learn!
People wanting to learn are looking for ways to do their
job better. This can also take place during an escape.
May be an early sign of sales readiness if they move to
research. !
19. 3/Research
People wanting to research will dedicate time to search,
learn, and solve. They are looking for content to help them
solve for a problem. Shows sales readiness !
22. 77% of B2B buyers want
content tailored to the stage
they are in
-Pardot research 2013
!
!
!
!
!
23. Daily content consumption – generally Learn and Escape.
Happens across all media channels.
How we engage with Research content.
24. “I just need better
segmentation”
-the girl at the party!
!
!
!
!
25. Stage 1 Stage 2 Stage 3
Help them do their job
better"
"
Personal, non-branded
content. It is not about you,
so do not talk about you.
Subject line: No/No
Get buy in from the team"
"
Branded content is okay.
Social proof is critical at this
stage.
Subject line: No/Yes
Select vendor"
"
It’s not about you, so talk
yourself up. This is when
comparison charts come in
handy.
Subject line: Yes/Yes
27. Daily content consumption. Usually is Learn, and Escape.
Happens across all media channels.
How we engage with Research content.
28. Problem/Goal Type of Drip Program
Cold Database 3-2-1
Automate Lead Nurturing Stage-Specific Drip
Pre- and Post-Event Follow-ups Event-Specific Drip
Cold Marketing Lead Drip 3-2-1
Cold Sales Lead Drip Straight Drip
Competitive Drip Straight Drip
Lost Deal Drip Straight Drip
31. John, !
!
I thought you’d like these 10 tips on nurturing. It
was written by Trulia, one of our clients. !
!
Best, !
!
Mathew !
!
!
!
Subject Line: I thought you’d like to check
this out. !
!
From: Mathew Sweezey !
!
• RICH Text not HTML !
• Only 2 hyperlinks !
• No salutation !
• No signature box !
!
They choose their own adventure as to
which content we should send them next. !
!
37. John, !
!
I thought you’d like these 10 tips on nurturing. It
was written by Trulia, one of our clients. !
!
Also if you’re looking for some research reports
on marketing automation here’s the Gartner
Magic Quadrant. !
!
Best, !
!
Mathew !
!
!
!
STAGE 2 CTA"
STAGE 3 CTA"
38. Using 1st party dynamic content to nurture on site conversions
39. Use mid roll links to help people get to the next content
43. Velocity "
"
How fast does
someone move
thought your funnel.
• T VM is a business metric
• Accounts for holistic efforts
• Proves real value
44. Efficiency !
Showing real business value by creating more quality
leads on the same amount of work.
45. Efficiency "
"
How many leads go in
the top of each stage,
and how many come out
the bottom.
• 1 .6% is best in class
• Identifies holes in content strategy
47. Problem/Goal Type of Drip Program
Cold Database 3-2-1
Automate Lead Nurturing Stage-Specific Drip
Pre- and Post-Event Follow-ups Event-Specific Drip
Cold Marketing Lead Drip 3-2-1
Cold Sales Lead Drip Straight Drip
Competitive Drip Straight Drip
Lost Deal Drip Straight Drip