Leverage Your Content Marketing Without Losing Your Mind

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Weve created a monster! Demand generation and revenue goals and expectations continue to rise, stretching marketers to create and deliver more and more content. Help is at hand: Powerful marketing tools give small marketing teams new muscle to create and deliver broad-reach marketing programs. Learn how the right combination of marketing automation and content management tools help you pick up the pace and publish content quickly, reaching the right customers faster. Join Alexis Karlin and Jeffrey Linton as they discuss tips to help you harmonize and leverage your content management and marketing automation for increased efficiency and greater results.


<ul><li>1.www.act-on.com | @ActOnSoftware | #ActOnSW Leverage Your Content Marketing Without Losing Your Mind </li></ul> <p>2. www.act-on.com | @ActOnSoftware | #ActOnSW Marketing Automation for the Fortune 5,000,000 Powered by Marketers, Loved by IT 3. www.act-on.com | @ActOnSoftware | #ActOnSW Chat 4. www.act-on.com | @ActOnSoftware | #ActOnSW Twitter #ActOnSW 5. www.act-on.com | @ActOnSoftware | #ActOnSW Todays Presenters Alexis Karlin Digital Marketing &amp; Operations Manager Percussion Software alexis_karlin@percussion.com @akarlin Jeff Linton Sr. Mgr, Product &amp; Field Marketing Act-On Software jeff.linton@act-on.net @jeffreylinton 6. www.act-on.com | @ActOnSoftware | #ActOnSW MARKETING AUTOMATION Jeff Linton, Sr. Mgr., Product &amp; Field Marketing 7. www.act-on.com | @ActOnSoftware | #ActOnSW Sales takes down deals Traditional Marketing and Sales Marketing provides air cover 8. www.act-on.com | @ActOnSoftware | #ActOnSW Marketing Automation 9. www.act-on.com | @ActOnSoftware | #ActOnSW Under 1 Roof Marketing &amp; Sales 10. www.act-on.com | @ActOnSoftware | #ActOnSW Trends What To Do NOW ! ? 11. www.act-on.com | @ActOnSoftware | #ActOnSW But the Buyers Journey has Changed Buyers are doing more research before they call you 78% start the buying process with a web search 50% turn to social media and peer reviews Source: DemandGen Report 12. www.act-on.com | @ActOnSoftware | #ActOnSW than in their own c.r.m. 85% Source: social123 of sales reps trusted their data more in 13. www.act-on.com | @ActOnSoftware | #ActOnSW say digital and word of mouth is most trustworthy of consumers trust peer recommendations of salespeople who use social media outsell their peers 78% 14. www.act-on.com | @ActOnSoftware | #ActOnSW Content is Key to Engagement Develop a curriculum and content plan that matches a buyers journey. Become a trusted advisor by educating before selling. Get found by optimizing your content for search engines. Use paid advertising to bolster organic search. Reinforce content across multiple channels. 15. www.act-on.com | @ActOnSoftware | #ActOnSW Repurpose Content 16. www.act-on.com | @ActOnSoftware | #ActOnSW Break Content into Smaller Pieces 10-page Whitepaper 4+ Blog Posts 17. www.act-on.com | @ActOnSoftware | #ActOnSW Impact of Lead Scoring of survey respondents said that their primary reason for implementing a lead scoring system was to achieve added revenue. Source: GleanSight Lead Prioritization Report, Gleanster Research 84% 18. www.act-on.com | @ActOnSoftware | #ActOnSW Lead Scoring Automatically give points to leads based on behaviors or profile attributes Allows marketing &amp; sales to sort and prioritize leads Marketing can nurture leads with lower scores before passing off to sales Learn whats working 19. www.act-on.com | @ActOnSoftware | #ActOnSW Intelligence Use every engagement opportunity to learn more Build a profile that combines demographic and behavior information Gathering intelligence will save you time and make you look smarter 20. www.act-on.com | @ActOnSoftware | #ActOnSW Impact of Lead Scoring Source: MarketingSherpa - Jan 2012 The average lead generation ROI for organizations using a lead scoring process is 138% In comparison to: lead generation ROI from those surveyed who were not using a lead scoring process. 78% 21. www.act-on.com | @ActOnSoftware | #ActOnSW Engagement &amp; Insight Multiple Channels | Multiple Touches Continuous Engagement with different Content Nurturing: Follow the Buyers Journey 22. www.act-on.com | @ActOnSoftware | #ActOnSW Whitepaper Download Confirmation Email with link to asset Recorded webinar on same topic eBook on similar topic Corresponding Infographic Nurture Campaigns 23. www.act-on.com | @ActOnSoftware | #ActOnSW Insight Use the intelligence gathered to understand your prospects needs 80% of the prospects deemed bad leads by sales go on to buy within 24 months Look for patterns and understand what they mean Source: Sirius Decisions 24. www.act-on.com | @ActOnSoftware | #ActOnSW Change the Process &amp; See the Results LEADS OPPORTUNITIES CUSTOMERS ENGAGED CUSTOMERS ADVOCATE &amp; FAN Marketing Responsibility Sales Responsibility Engagement throughout the customer lifecycle 25. Web Content Management Powered by Marketers, Loved by IT Alexis Karlin, Digital Marketing &amp; Operations Manager 26. Let me tell you a story. Powered by Marketers, Loved by IT 27. Why does everyone hate their CMS? CMS are traditionally a development platform Not agile Need for developers and IT department Hard to use Not future forward Too expensive to leave Powered by Marketers, Loved by IT 28. Biggest Pain Why We Needed a CMS Click Staging Link Receive Email with Staging Link View Staging Click Publish Link Receive Email with Zip of All Website Files Unzip &amp; Save Files to Desktop Copy Files FTP View Live Pages Powered by Marketers, Loved by IT 29. Go LiveFirst, then Redesign. Powered by Marketers, Loved by IT 30. What is LiveFirst? "LiveFirst is a comprehensive website migration capability. It allows a website theme to be migrated, not just pages, making it unique in the Web Content Management market. Jim Lundy, CEO of Aragon Research 31. Youre not done yet Powered by Marketers, Loved by IT 32. Time to implement best practices Conduct a content audit Generate personas Create a content schedule Engage your stakeholders Keep it simple Powered by Marketers, Loved by IT 33. Creating Compelling Content What does your brand stand for? Where should you go for content? Who will create the content? Where will you publish the content? What next? 34. Lessons Learned Social and mobile marketing efforts put into silos rather than a component of the companys overall digital strategy, companies ended up picking one or the other to tackle Security is everything You dont have to do everything at one time. Migrate first Scalability is important Powered by Marketers, Loved by IT 35. Tying it all Together 1. Set your goals 2. Write out what you can live with now and what you can do later 3. Select the appropriate system for you 4. Migrate 5. Create a content plan tied to personas 6. Implement the changes you want 7. Produce content at a rapid pace Powered by Marketers, Loved by IT 36. www.act-on.com | @ActOnSoftware | #ActOnSW Q&amp;A Alexis Karlin Digital Marketing &amp; Operations Manager Percussion Software alexis_karlin@percussion.com @akarlin Jeff Linton Sr. Mgr, Product &amp; Field Marketing Act-On Software jeff.linton@act-on.net @jeffreylinton </p>