SalesFUSION Webinar

The Essential Guide to B2B Marketing Content

What we’ll cover today

About SalesFUSION The growing importance of having

multipurpose content Types of content needed for b2b

campaigns How to re-purpose and extend

content How to syndicate content and extend

the marketing message How to build a content road map

“Relevant Content is the currency-of-trade for visibility to a customers stage in the buy cycle.”

About SalesFUSION

SaaS Marketing Application HQ – Atlanta, GA – Sales Offices in Philadelphia, PA Provide all b2b marketing functionality in a single app Focus on integrating Marketing and Sales (CRM) Only solution built on a CRM database Extensive global partner network Unique Client Services model Game-changing pricing structure 99% retention rate 90% of all new features added in 2011 – customer requests

The MA/Content Conundrum

MA Software facilitates more campaigns, more channels, more frequency of communications

Most average marketers are not prepared for MA software because they don’t have content to back up the campaigns

Marketers don’t get the full value of the MA system and resort to Blast Marketing

Lack of content variety

Newer channels and campaign types (Drip, Trigger, Nurture) are leaving most marketers high and dry for content

Many marketers are not in the business of content creation

Subject matter experts at your company may be difficult to extract content from

Lack of content will slow your lead generation programs and cause you to not meet goals

Places to get help in content creation? Association speaker bureaus Bloggers LinkedIn group moderators Complementary vendors

Content Creation Issues

Most common types of content used

Ranked by which content forms generate the best responses

Survey results – show which types of content generate the most inbound responses

Type of Content Used in B2B

The most effective forms of content are the most difficult to create

Highest value content in webinars and case studies

Represents point-of-view marketing/industry expertise

What’s Working?

Source- MarketingProfs Benchmark Report on B2B Content Marketing

B2B Content Marketing Essentials - Content Creation Build a content warehouse

Build for 6-12 months of content Designate subject matter expert(s) in company Gain content commitments from internal personnel (blogs,

eBooks) Categorize content in the following manner

High-value content – access behind forms Low-value content – no form Delivery channel – email, website, video, social

B2B Content Marketing Essentials

Your content laundry listProduct Data Sheets

Webinars

Videos

Blog/Social Posts

White Papers/eBooks

Case Study

LONG-TERM NURTURE

LEAD CAPTURE

EARLY STAGE NURTURE

SEMINARSWEBINARS

WHITE PAPERS/BOOKS

DEMO’s

CRM

ATOMIZE EXISTINGCONTENT

COURSES &TRAININGInterest Qualification Development Selling Re-selling

RENEW REPLACE

PURCHASEEVALUATION RESEARCHAWARENESS

CONSIDERATION

SELL CYCLE

BUY CYCLE

The Workflow of Marketing Collateral

B2B Content Marketing Essentials

Tips for content creationUsing the interview method Case studies – send word document with 10-20 leading

questions to customers - offer a nominal value gift card when they return the completed questionnaire. Use answers as baseline for Case Study

Interview your internal subject matter expert & record conversation. Go back and transcribe conversation into blogs/eBook or Hire an independent copyright consultant and send recordings to them to have transcribed into eBooks. Cost should be $25-$35 per hour – fraction of the cost of hiring analysts.

B2B Content Marketing Essentials

Extending Content Webinar Presentations PowerPoint Presentation

Load PPT to SlideShare Convert to PDF – linked on website/used in email

campaigns Video

Housed on YouTube Housed on Landing page – used in PPC, Ads, Email…etc

Extending an syndicating content

Webinars 5 pieces of content – live

presentation, PowerPoint, video, pdf, email invitations

Average time frame for webinar promotion of content is 4-6 weeks

Post promotion – content and attendee behavior focused

Begin with webinar materials – filter down to product materials toward end

Webinars = short-term nurture campaigns

Multimedia – video, slides, resources

Promotional asset for ongoing use

Posted to website, social networks…etc.

Link back to online sites such as YouTube/SlideShare

Webinar Content Microsite

Nurture Marketing & Content MarketingForms-driven triggersMarketing Asset Auto-Responder

Capture email/contact Send asset via email Trigger email

Link to PDF Click to see demo Click to view other

resources

Practical Application of Trigger email in B2BMarketing Asset Auto-Responder with Branched Logic

Capture email/contact Mutliple choice question –

selection determines which set of emails/content is triggered

Answer triggers a 3-step campaign Email 1 – 0 Trigger days Email 2 – 5 Trigger days Email 3 – 14 Trigger

days

Practical Application of Trigger email in B2BImplicit action – trigger campaign enrollment

Lead scoring models behavior

Behavior = points Point value range = group Group actions = Trigger

Email with relevant content Implicit behavior scoring is a

powerful methodology used to communicate broad-based messages to groups of people based on their overall behavior

Practical Use Of Forms to Nurture Campaigns An advanced website-based form with logic and lead profiling

Bottom of form

Embedded form on site Multi-use Lead profile – allows for

enrollment in segments based on “I AM”

Tied to trigger-based email campaigns – personalized based on profile

Opt-in for various types of regular email marketing communications

Highly automated on the back end – uses response data to enroll in branched triggers

Workflows for post-form completion campaigns

Trigger Campaign – Website – White Paper

Website – White Paper A

Email 1 – Send white paper link

Email 2 – 7-trigger days – Offer webinar video

Email 3– 14 -trigger days – Offer – product brochure

Offer /Form Demo/Sales Meeting

Offer /Form Demo/Sales Meeting

Offer /Form Demo/Sales Meeting

Personalization & Dynamic Content

Content marketing & nurture marketing depend on personalized communications

Dynamic content can be leveraged to dramatically improve the personalized look, feel and message of the email

Before you pull the trigger….

Get your content in order – trigger campaigns can eat up content

Create a content map for each trigger campaign Consider the length of the campaign vs. timeliness of

content Don’t throw content out there for the sake of doing so Mix in multi-media/channel content – video/social/blog All content should still point to the same outcome/call to

action Planning trigger campaigns should always focus on the

goal/call-to-actionPlan + Content/Technology = Trigger marketing

Building An Online Resource Center

What is it? An online library of all content

Categorize based on type (product, educational, industry)

Behind forms and open to all – matched to cycle

Becomes a destination for continuous nurture campaigns

Marketing Automation & Content

If Content is the Currency of Nurture Marketing then MA is the Central Bank

Distributes and manages the content Profiling determines who gets what Nurture emails determine who gets

what, when and how Website & response tracking

determines value of content access CRM integration keeps sales in the

loop on high-value content downloads & access

Questions?• Schedule a demonstration of SalesFUSION • Learn more www.salesfusion.com