no one cares about your content...yet
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No One Cares About Your Content (Yet)
Marketing EvangelistPardot, a salesforce.com company
Mathew Sweezey
User Experience DesignerPardot, a salesforce.com company
Cliff Seal
#PardotWebinar
Safe Harbour
Safe Harbour
Safe harbour statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are
not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
#PardotWebinar
No One Cares
2014 About Your Content (Yet)
#PardotWebinar
@cliffseal
Cliff Seal
Mathew Sweezey
NO ONE CARES ABOUT YOUR CONTENT (YET)
@msweezey
#PardotWebinar
NO ONE CARES ABOUT YOUR CONTENT (YET)
NASA MORE
POWER IN A GOOGLE
SEARCH, THAN ALL OF
NASA HAD TO PUT A
MAN ON THE MOON
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2/3 NO ONE CARES ABOUT YOUR CONTENT (YET)
Consumer Executive Board
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CONTENT
CONTENT CONTENT
NO ONE CARES ABOUT YOUR CONTENT (YET)
- Seth Godin (1999)
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NO ONE CARES ABOUT YOUR CONTENT (YET)
294 Billion Emails
2 Million Blog Posts
250 Million Photos
PER DAY
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1/20 NO ONE CARES ABOUT YOUR CONTENT (YET)
First Impression
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NO ONE CARES ABOUT YOUR CONTENT (YET)
First Impression Email Subject Lines First Web Page Advertisements White Papers
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10 NO ONE CARES ABOUT YOUR CONTENT (YET)
Clear Communication
Seconds
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Word-of-mouth referrals from current users make up about 60% of new leads.
Personality Works For
Before
10-15 After
100 APPROX. LEADS PER DAY
NO ONE CARES ABOUT YOUR CONTENT (YET)
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PERSONALITY IS THE KEY
NO ONE CARES ABOUT YOUR CONTENT (YET)
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NO ONE CARES ABOUT YOUR CONTENT (YET)
How do you engage?
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Con
tent
Eng
agem
ent
NO ONE CARES ABOUT YOUR CONTENT (YET)
CASUAL Casual Reading
Consumer’s goal is to stay informed on their industry,
profession, or topics of interest. Consistent engagement.
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Con
tent
Eng
agem
ent
NO ONE CARES ABOUT YOUR CONTENT (YET)
CASUAL
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Con
tent
Eng
agem
ent
NO ONE CARES ABOUT YOUR CONTENT (YET)
RESEARCH
Research Consumer’s goal is to obtain
enough information to make an informed decision. Only research
in a buying cycle.
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Con
tent
Eng
agem
ent
NO ONE CARES ABOUT YOUR CONTENT (YET)
RESEARCH
Stage 1 Stage 2 Stage 3
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TRACK
DYNAMIC PEOPLE
NO ONE CARES ABOUT YOUR CONTENT (YET)
- Seth Godin (1999)
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NO ONE CARES ABOUT YOUR CONTENT (YET)
Of survey respondents, said they want different content at each stage of research.
77% C
onte
nt S
tatis
tics
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NO ONE CARES ABOUT YOUR CONTENT (YET)
Prefer content to be less than 5 pages. Only 1.7% would prefer more than 5 pages.
71% C
onte
nt S
tatis
tic
#PardotWebinar
NO ONE CARES ABOUT YOUR CONTENT (YET)
One
to O
ne
Futu
re
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94% NO ONE CARES ABOUT YOUR CONTENT (YET)
Rejection Based on Design
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83% NO ONE CARES ABOUT YOUR CONTENT (YET)
Acceptance Based on Content
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NO ONE CARES ABOUT YOUR CONTENT (YET)
Grok Your Prospects
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NO ONE CARES ABOUT YOUR CONTENT (YET)
Gro
k Yo
ur
Pros
pect
s Personas Are People, Too.
Has not done anything in 60 days
Read 3 pages, and downloaded a white paper
@cliffseal
#PardotWebinar
You’re good. GET BETTER.
NO ONE CARES ABOUT YOUR CONTENT (YET)
#PardotWebinar
Run
Tru
e Ex
perim
ents
Have a hypothesis, a control, and variables!!Tripwires (true deadlines)!!Correlation != Causation!!Use tools properly!
NO ONE CARES ABOUT YOUR CONTENT (YET)
#PardotWebinar
Run
Tru
e Ex
perim
ents
Being Wrong is Awesome.
NO ONE CARES ABOUT YOUR CONTENT (YET)
#PardotWebinar
Telephone: It’s not just a game for the kids
NO ONE CARES ABOUT YOUR CONTENT (YET)
#PardotWebinar
Life Cycle
1 2 3
NO ONE CARES ABOUT YOUR CONTENT (YET)
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Conversions are their key metric. Learn the benefits of “Others Also Like This”
-Jeff Bezos (2007)
NO ONE CARES ABOUT YOUR CONTENT (YET)
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Why does the US gov only prosecute 7% of all internal leaks?
NO ONE CARES ABOUT YOUR CONTENT (YET)
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K.I.
S.S Better
NOT BEST Should be the words you say every day
NO ONE CARES ABOUT YOUR CONTENT (YET)
#PardotWebinar
NO ONE CARES ABOUT YOUR CONTENT (YET)
Best
Pra
ctic
es
Con
tent
John,
Here is a case study from StageScore showing how they changed their email programs to drive more revenue. I thought you’d enjoy reading it. Or if you’d like, here is a worksheet they used to help them start on their process. Best, Mathew Sweezey
2 3
#PardotWebinar
NO ONE CARES ABOUT YOUR CONTENT (YET)
How
we
read
O
ur E
mai
l
#PardotWebinar
NO ONE CARES ABOUT YOUR CONTENT (YET)
Best
Con
tent
By S
tage
1 2 3
Blog Articles Industry
Blogs -Any content about how to do their job
better
Case Study Video
Interviews -Any content about how
others benefited
Buyer’s Guide Comparisons Sales Sheets -Any content
about why you are the best
choice
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NO ONE CARES ABOUT YOUR CONTENT (YET)
Questions
#PardotWebinar
Marketing EvangelistPardot, a salesforce.com company
@msweezey / msweezey@salesforce.com
Mathew Sweezey
User Experience DesignerPardot, a salesforce.com company@cliffseal / cseal@salesforce.com
Cliff Seal
#PardotWebinar
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