How 2 Tech Startups Use Content Marketing To Drive Sales презентация

Содержание

Senior Director of Marketing June 2014 - Present Content Marketing Manager May 2013 – June 2014

Слайд 1How 2 Tech Startups Use Content Marketing To Drive Sales
Lauren Licata,

Senior Director of Marketing, Belly

Слайд 2Senior Director of Marketing
June 2014 - Present
Content Marketing Manager
May 2013 –

June 2014

Слайд 3Marketing 101

Слайд 457%
how far the average B2B buyer is through the purchase decision

before engaging a supplier sales rep.

The Way People Buy Has Changed

Слайд 5Modern Purchase Behavior

Слайд 6Modern Purchase Behavior

Слайд 7Marketers have had to adapt to engage with prospective customers through

the channels & on the devices they prefer.


Слайд 8As marketers, we’re putting cheese all over the internet.

Your website is

the trap.

Слайд 9Inbound v. Outbound Marketing
Outbound: Push Marketing (Interrupts)
Paid Advertising (radio, TV, billboards)
Cold

Calling
Direct Mail/Cold Email
Inbound: Pull Marketing (Attracts)
Website & SEO
Content Marketing
Public Relations
Social Media

Слайд 10Inbound Leads Are More Valuable To Sales
Inbound-sourced leads are consistently more

knowledgeable about the company prior to speaking with a rep than leads sourced through outbound means.

Слайд 11Inbound Leads Are More Cost-Effective
Inbound leads are consistently less expensive for

B2B companies.

Слайд 12Acquisition Marketing Strategy @

Слайд 13Attract
Need/Want Recognition
Seek Information
Evaluate Options
Make Purchase
Post Purchase Evaluation
Evangelism
Convert
Close
Retain
Need/Want Recognition
Seek

Information
Evaluate Options
Make Purchase
Post Purchase Evaluation
Evangelism

Need/Want Recognition
Seek Information
Evaluate Options
Make Purchase
Post Purchase Evaluation
Evangelism

Need/Want Recognition
Seek Information
Evaluate Options
Make Purchase
Post Purchase Evaluation
Evangelism

SEO
Content Marketing
Social Media
Public Relations
Paid Search
Paid Distribution
Outbound Email
Referral Program

Website Optimizations
Custom Audiences
Gated Content
Lead Forms
Retargeting

Pitch
Pricing
Automated Workflows
Product Capability
Case Studies
Conversion Paths
Integrated tooling

Email Marketing
Account Support
Feature Utilization
Merchant Journey

Buyer’s Journey

Marketing Tactics

Metrics

Unique Visitors
Referrals
Direct Traffic

Total Leads
#/% Qualified Leads
CPL (Cost Per Lead)

#/% Pitched
CAC
Workflow Conversion %

Churn
Referrals
Feature Utilization Upsell

Awareness & website visitors

Capture qualified leads

Become paying customer

Create raving fans

Слайд 14The Funnel



Visitors
Leads
Qualified Leads
Pitched
Closed

Слайд 15Attract
Need/Want Recognition
Seek Information
Evaluate Options
Make Purchase
Post Purchase Evaluation
Evangelism
Convert
Close
Retain
Need/Want Recognition
Seek

Information
Evaluate Options
Make Purchase
Post Purchase Evaluation
Evangelism

Need/Want Recognition
Seek Information
Evaluate Options
Make Purchase
Post Purchase Evaluation
Evangelism

SEO
Content Marketing
Social Media
Public Relations
Paid Search
Paid Distribution
Outbound Email
Referral Program

Website Optimizations
Custom Audiences
Gated Content
Lead Forms
Retargeting

Pitch
Pricing
Automated Workflows
Product Capability
Case Studies
Conversion Paths
Integrated tooling

Email Marketing
Account Support
Feature Utilization
Merchant Journey

Buyer’s Journey

Marketing Tactics

Metrics

Unique Visitors
Referrals
Direct Traffic

Total Leads
#/% Qualified Leads
CPL (Cost Per Lead)

#/% Pitched
CAC
Workflow Conversion %

Churn
Referrals
Feature Utilization

Drive awareness & website visitors

Capture qualified leads

Become paying customer

Create raving fans



Слайд 16Attract: Drive Awareness & Website Visitors
Search Engine Optimization (SEO): Manipulating aspects

of a web page to improve it’s ranking in search engines (Google, Bing). tech + content + links
“loyalty program” - 1000 searches/month
“mobile rewards program” - 40 searches/month
Content Marketing: Publishing relevant content to attract new customers. (blogs, ebooks, videos, support articles, infographics.) Focus on “long-tail” keywords for blog posts. Bellycard.com/resources. Right now, we post 2-3 times/week.
“yelp for business” - 9,900 searches/month
“how to get new customers” - 110 searches/month
Social Media: We focus on Facebook, Twitter, LinkedIn.
Public Relations: Focused on customer loyalty/engagement, Apple/Partnership, Local Press, Vertical Pubs, Product, Startups
Paid Advertising: Google AdWords, Bing, Social Ads, Outbrain
Referral Program: Drive referrals after 30+ days with Belly

Слайд 17Attract
Need/Want Recognition
Seek Information
Evaluate Options
Make Purchase
Post Purchase Evaluation
Evangelism
Convert
Close
Retain
Need/Want Recognition
Seek

Information
Evaluate Options
Make Purchase
Post Purchase Evaluation
Evangelism

Need/Want Recognition
Seek Information
Evaluate Options
Make Purchase
Post Purchase Evaluation
Evangelism

Need/Want Recognition
Seek Information
Evaluate Options
Make Purchase
Post Purchase Evaluation
Evangelism

SEO
Content Marketing
Social Media
Public Relations
Paid Search
Paid Distribution
Outbound Email
Referral Program

Website Optimizations
Custom Audiences
Gated Content
Lead Forms
Retargeting

Pitch
Pricing
Automated Workflows
Product Capability
Case Studies
Conversion Paths
Integrated tooling

Email Marketing
Account Support
Feature Utilization
Merchant Journey

Buyer’s Journey

Marketing Tactics

Metrics

Unique Visitors
Referrals
Direct Traffic

Total Leads/Subscribers
#/% Qualified Leads
CPL (Cost Per Lead)

#/% Pitched
CAC
Workflow Conversion %

Churn
Referrals
Feature Utilization

Drive awareness & website visitors

Capture qualified leads

Become paying customer

Create raving fans




Слайд 18Convert: Capture Qualified Leads
Website Optimizations: Experimenting with elements on a webpage

to capture more leads.
Bounce Overlay Forms
Email Newsletter Capture
Color
Lead Forms
Messaging
Custom Audiences: Creating content/conversion paths for targeted audiences
Belly for Pizzeria’s
Belly for Enterprise
Gated Content:
Ebooks (behind a lead form)
“Local Lowdown” Email Newsletter
Retargeting: Showing ads to visitors to our business page on popular websites like Facebook and Twitter & through Google display network.
Special Offers: Limited Time Offers (pricing or extra product)

Слайд 19Convert: How Do We Measure What’s Working?

Total Opt-In Email Subscribers
Total

Leads/Score
% Qualified
Ebook Downloads
CPL
CPA

Слайд 20Attract
Need/Want Recognition
Seek Information
Evaluate Options
Make Purchase
Post Purchase Evaluation
Evangelism
Convert
Close
Retain
Need/Want Recognition
Seek

Information
Evaluate Options
Make Purchase
Post Purchase Evaluation
Evangelism

Need/Want Recognition
Seek Information
Evaluate Options
Make Purchase
Post Purchase Evaluation
Evangelism

SEO
Content Marketing
Social Media
Public Relations
Paid Search
Paid Distribution
Outbound Email
Referral Program

Website Optimizations
Custom Audiences
Gated Content
Lead Forms
Retargeting

Pitch
Pricing
Automated Workflows
Product Capability
Case Studies
Conversion Paths
Integrated tooling

Email Marketing
Account Support
Feature Utilization
Merchant Journey

Buyer’s Journey

Marketing Tactics

Metrics

Unique Visitors
Referrals
Direct Traffic

Total Leads
#/% Qualified Leads
CPL (Cost Per Lead)

#/% Pitched
CAC
Workflow Conversion %

Churn
Referrals
Feature Utilization

Drive awareness & website visitors

Capture qualified leads

Become paying customer

Create raving fans




Need/Want Recognition
Seek Information
Evaluate Options
Make Purchase
Post Purchase Evaluation
Evangelism

Слайд 21Close: Become A Paying Customer
Pitch
Messaging, sales methodology
Pricing & Offers
Product Marketing, Limited

Time Pricing Offers
Automated Workflows
Target audiences based on web activity
Case Studies
ROI
Integrated Tooling/Efficiency

Слайд 22Close: How Do We Measure What’s Working?
Pitch Rate
Automated Workflow Conversion
Close

Rate + Total Inbound Closes

Слайд 23Attract
Need/Want Recognition
Seek Information
Evaluate Options
Make Purchase
Post Purchase Evaluation
Evangelism
Convert
Close
Need/Want Recognition
Seek Information


Evaluate Options
Make Purchase
Post Purchase Evaluation
Evangelism

Need/Want Recognition
Seek Information
Evaluate Options
Make Purchase
Evangelism

SEO
Content Marketing
Social Media
Public Relations
Paid Search
Paid Distribution
Outbound Email
Referral Program

Website Optimizations
Custom Audiences
Gated Content
Lead Forms
Retargeting

Buyer’s Journey

Marketing Tactics

Metrics

Unique Visitors
Referrals
Direct Traffic

Total Leads
#/% Qualified Leads
CPL (Cost Per Lead)

#/% Pitched
CAC
Workflow Conversion %

Churn
Referrals
Feature Utilization Upsell

Drive awareness & website visitors

Capture qualified leads

Become paying customer



Retain

Create raving fans

Need/Want Recognition
Seek Information
Evaluate Options
Make Purchase
Post Purchase Evaluation
Evangelism

Email Marketing
Account Support
Feature Utilization
Merchant Journey

Слайд 24Retain: Create raving fans
A whole other lesson!
Developed well-timed content based on

product utilization and Merchant engagement

Слайд 25Base CRM Content Marketing: Case Study

Слайд 26Base CRM
Base is rated the #1 mobile sales and CRM app

with 100k Android downloads and more than 6,000 customers including CBRE, Aflac, IDEO and Expensify.
Started in Chicago, IL. Now based Mountain View, CA
Helps businesses and salespeople close more deals faster.

Слайд 27Goal: Free Trials
Goal: 400
Actual: 607
Paying Customers: 250
Email Subscribers: 5,800
Marketing Qualified

Leads: 1,600
Growth in Unique Blog Visitors - 7x
August 2013: 6,282
March 2014: 42,000
Increase in Qualified Leads: 40%


Слайд 28

“The key to
success is…”

Слайд 29How Much Content?
5 blog posts/week
2-3 ebooks/month
2-3 SlideShare presentations/month
1-2 Webinars/month

Слайд 306 Rules For Content Distribution
Make sure people (and Google) can find

it
Repurpose for different channels
Befriend social whales
Use social media to your advantage
Syndicate
Spend a little dough

Слайд 31Make Sure People (and Google) Can Find It
“SEO is the gift

that keeps on giving”
Focus on “evergreen” topics
True to product offering - “5 Essential Sales Forecasting Techniques”

Слайд 32Repurpose For Different Channels
Blog posts
SlideShares
Videos
Podcasts
Webinars
White Papers/Ebooks
Social Media posts

Слайд 33Befriend Social Whales
Built “influencer” program to amplify reach of our content
Sales

authors, bloggers, professors
Over 10k Twitter followers
Actively blogs
Has email newsletter

Слайд 34Use Social Media To Your Advantage
Twitter: Find the best times to

post your content
SocialBro - Free Trial
LinkedIn: Share to 3-5 relevant groups
Use “group statistics” for better targeting
Experiment with LinkedIn publishing
Facebook: Optimize for organic reach
Text length - 100 - 125 characters get 60% more “Likes”
Include images with links - 69% more clicks
SlideShare: Focus on title & cover
Use wide-format slides over long
Promote within 1 hour to drive views up
15,513 views!

Слайд 35Syndicate
Find sites related to your industry
Use rel=canonical tag

Слайд 36Experiment With Paid Channels
Pay to promote your top converting content through:
Outbrain
Boosted

Facebook posts
Sponsored Tweets
StumbleUpon
Digg


Слайд 37Thank you!
Twitter: @LaurenLicata
LinkedIn: https://www.linkedin.com/in/laurenlicata
Email: lauren.licata411@gmail.com

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