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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