explosive b2b sales growth with content marketing
TRANSCRIPT
Content Marketing for B2B Sales
EXPLOSIVE B2B SALES GROWTH WITH CONTENT MARKETING
A step-by-step guide to creating a closed-loop demand generation system using content marketing
Content Marketing for B2B Sales
Content Marketing for B2B Sales
DOES THIS STUFF ACTUALLY WORK?Sales Engine Content Marketing
Content Marketing for B2B Sales
[Client Example]
# MQL and $/MQL by month
'-
450
900
1,350
1,800
M1 M2 M3 M4 M5 M6 M7 M8 M9 M10
YTD MQL's Cost per MQL
1,658 MQL’s
$40.92/MQL
Content Marketing for B2B Sales
[Client Example]
Row Labels # Lost # Won Value ASP Win Rate
Marketing sourced 119 42 $1,029,816 $24,519 35.29%
Sales sourced + Marketing Influenced 62 43 $1,480,701 $34,435 69.35%
Sales sourced - marketing engagement 648 104 $2,911,452 $27,995 16.05%
Grand Total 829 189 $5,421,969 $86,949
85 deals worth $2.5M in closed business
Win rate… • 2x Marketing sourced • 4xMarketing influenced
Content Marketing for B2B Sales
[Client Example]
Actual # Records
Actual % Conversion
ASP Value $/Record
Sales Engine Cost $/#
Value:Cost Ratio
Suspect 38,181 4.3% $40.79 [1] $0.49 83.2 to 1
MQL 1,658 22.1% $939.31 [2] $40.92 23 to 1
SQL 366 23.2% $4,255.11 $185.39
85 [3] $18,322 $798.27
[1] Cost per raw lead record; [2] calculated cost per MQL; [3] Average sale price of client sales
SUSPECT
MQL
SQL
WINS
23:1 Value to cost Ratio of MQL
Content Marketing for B2B Sales
THE BUSINESS PROBLEM ARE WE TRYING TO SOLVE
Sales Engine Content Marketing
Content Marketing for B2B Sales
Content Marketing for B2B Sales
Content Marketing for B2B Sales
Marketing <2005: Trade Shows
Content Marketing for B2B Sales
Marketing <2005: Advertising
Content Marketing for B2B Sales
Marketing <2005: Direct Mail
Content Marketing for B2B Sales
Sales <2005: Cold Calling
Content Marketing for B2B Sales
Sales <2005: Cold Calling
Content Marketing for B2B Sales
Lead-gen circa <2005
MARKETING SALES
Branding & awareness Sales reps found buyers, diagnosed pain, & prescribed solutions
Content Marketing for B2B Sales
Lead-gen 2015
MARKETING SALES
Branding & awareness Close the dealProspects diagnose their own pain, prescribe their own solutions, & short-list vendors
Content Marketing for B2B Sales
(Source: Marketing Sherpa)
Today, the B2B buyer finds the seller
80% of the time
Sales “hunting”
20% success
Content Marketing for B2B Sales
What they find is CONTENT
Content Marketing for B2B Sales
Punchline… Lead-gen Has Changed
<2005 2015
He who has the most sales reps wins He who has the most (good) content wins
Content Marketing for B2B Sales
Digital 1:1 Conversations
MARKETING =
SALES =
Content Marketing for B2B Sales
Digital 1:1 Conversations
MARKETING =
SALES =
Content Marketing for B2B Sales
?Digital 1:1 Conversations
MARKETING =
SALES =
?
?
?
Content Marketing for B2B Sales
Content Marketing for B2B Sales
Content Marketing for B2B Sales
It takes a “fractional village”
Role
Marketing Program Manager
Marketing Automation Specialist
Database Marketing Manager
Social Media Specialist
Web Designer- developer
Art Director
Content Strategist
Copy- writer
Copy Editor
Video- grapher
Video Editor TOTAL
Salary $66,663 $70,128 $59,934 $48,159 $42,549 $50,856 $56,791 $45,150 $49,513 $37,880 $49,870 $577,493
Content Marketing for B2B Sales
It takes a “fractional village”
Role
Marketing Program Manager
Marketing Automation Specialist
Database Marketing Manager
Social Media Specialist
Web Designer- developer
Art Director
Content Strategist
Copy- writer
Copy Editor
Video- grapher
Video Editor TOTAL
Salary $66,663 $70,128 $59,934 $48,159 $42,549 $50,856 $56,791 $45,150 $49,513 $37,880 $49,870 $577,493
% FTE Needed
50% 50% 30% 50% 50% 33% 15% 50% 25% 10% 10%
Fractional Cost
$33,332 $35,064 $17,980 $24,080 $21,275 $16,782 $8,519 $22,575 $12,378 $3,788 $4,987 $200,759
Content Marketing for B2B Sales
HOW SALES ENGINE SOLVES THE PROBLEMSales Engine Content Marketing
Content Marketing for B2B Sales
Content Marketing for B2B Sales
Content | Content Planning
Discovery Document
Content Audit
Content Planning Workshops
Content Strategy Document • Program summary • Content audit findings • Editorial calendar (assets & topics) • Video production plan (XLS)
Content Marketing for B2B Sales
Content | Editorial Calendar
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Sample Strategy Engage brokers RFP Season Prime selling seasonYear end
Develop EdCal content strategy based on Sales and Marketing seasonality
Content Campaigns
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Content Themes (High probability pains)
Pain #1
Pain #2
Pain #3
Pain #2
Pain #1
Pain #3
Pain #2
Pain #1
Pain #2
Pain #1
Pain #3
Pain #3
Align the major content themes (pain points) to the selling seasons
Specific content topics for each campaign planned
Content Marketing for B2B Sales
Content | Content Development
Video InterviewsRecorded Workshops
Phone Interviews
Content Development Team
Content Marketing for B2B Sales
Conversion Content Offer
Content | Content Assets
Campaign Content Conversion Content
White papers Infographics
Enhanced Video Custom
SEO
Embedded Video
Gated Offers
Content Marketing for B2B Sales
Conversion Content Offer
Content | Content Assets
Campaign Content Conversion Content
White papers Infographics
Enhanced Video Custom
SEO
Embedded Video
Gated Offers
Content Marketing for B2B Sales
Inbound Campaigns | SEO
On-page SEO HTML • <title> • <description> • <link href="http://urlslug"/> • <h1> • <p>content</p>
Content developed for people and Google
Content Marketing for B2B Sales
Inbound Campaigns | Social Media
Social media posts driving engagement with each content campaign
Content Marketing for B2B Sales
2) Most visitors browse but don’t convert (stay anonymous)
Inbound Campaigns | Retargeting
1) Visitors to your website get “cookied”
3) Banner ads on sites they visit make you look big and bring them back to your site
Content Marketing for B2B Sales
Outbound Campaigns | Targeted email & eNews
Based on monthly content themes • Targeted emails ! Campaign content = “What we have to say” • eNews ! 3rd party content = “They agree with us”
Content Marketing for B2B Sales
Onboarding Tasks
Ideal Prospect Profile (IPP)
Size addressable market Assess current data
Ongoing Execution
Review past performance Database growth recommendations
Segment and manage DB
Outbound Campaigns | Database
Content Marketing for B2B Sales
Outbound Campaigns | Campaign Playbooks
For each campaign content article • Campaign publishing details • Content strategy – high probability pain • Sales follow up
• Probing questions • Email script • Next steps
Content Marketing for B2B Sales
Marketing Automation| Lead Nurturing
MQL
SAL
SQL
• Automated drip campaign • Marketing or sales based emails
✓ Marketing ! branded content ✓ Sales ! text based ‘stay in touch’
Further nurture leads that aren’t yet ‘sales-ready’
Content Marketing for B2B Sales
Marketing Automation| Lead scoring & Sales Alerts
Lead Scoring Sales Alerts
CLICKS
DOWNLOADSVISITS
OPEN
Content Marketing for B2B Sales
Marketing Automation| Analytics
• Dashboards • Weekly meetings • Quarterly business reviews
Content Marketing for B2B Sales
Marketing Automation| Analytics
The bottom line…
Actual # Records
Actual % Conversion
ASP Value $/Record
Sales Engine Cost $/#
Value:Cost Ratio
Suspect 38,181 4.3% $40.79 [1] $0.49 83.2 to 1
MQL 1,658 22.1% $939.31 [2] $40.92 23 to 1
SQL 366 23.2% $4,255.11 $185.39
85 [3] $18,322 $798.27
SUSPECT
MQL
SQL
WINS
Content Marketing for B2B Sales
First 12 months (Sample)Month
#1 and #2Month
#3Month
#4Month
#5Month
#6Month
#7Month
#8Month
#9Month
#10Month
#11Month
#12
Content Theme
Onboarding
Pain #1 Pain #2 Pain #3 Pain #1 Pain #2 Pain #3 Pain #1 Pain #2 Pain #3 Pain #1
eNews (3rd party content)
Content Campaigns
Sales Engine produced content #/mo #/mo #/mo #/mo #/mo #/mo #/mo #/mo #/mo #/mo
Client produced content #/mo #/mo #/mo #/mo #/mo #/mo #/mo #/mo #/mo #/mo
SEO <h1> <h1> <h1> <h1> <h1> <h1> <h1> <h1> <h1> <h1>
Social Media
Lead Conversion Text describing what content is proposed
Lead Nurturing Text describing what nurture is proposed
Content Marketing for B2B Sales
HOW MUCH DOES THIS COST?Sales Engine Content Marketing
Monthly Rate (billed quarterly) Essentials BaselineContent Marketing Team Executive Leader ✓ ✓Program Manager ✓ ✓Content Strategist ✓ ✓Managing Editor ✓ ✓Content Articles ( 750 +/- words) ✓ ✓White paper or Infographic ✓ ✓Video (talking head interviews) ✓Inbound & Outbound Campaigns SEO (on-page) ✓ ✓Social Media content posts ✓ ✓Email campaign(s) ✓ ✓Ad-retargeting ✓Curated content eNewsletter ✓Campaign playbooks ✓Marketing Automation Marketing Automation Software ✓ ✓Lead Nurturing* ✓Integration to web site & SFDC* ✓ ✓Sales Alerts* ✓ ✓Lead Scoring* ✓ ✓Analytics* ✓ ✓
“Baseline” program • $5,500/mo
(NEW) “Essentials” program • $2,500/mo • “Baseline” minus video,
ad-retargeting, eNews, playbooks, & lead nurturing
Ala carte’ • White papers • Infographics • Articles • Campaigns • Case studies • Editing client content • Website design • Video production
Content Marketing for B2B Sales
NEXT STEPSSales Engine Content Marketing
Content Marketing for B2B Sales
Next Steps
[TOOL] How Much Marketing Do You Need?
Paul Rafferty CEO co-founder, Sales Engine
Content Marketing for B2B Sales
THANK YOU!Sales Engine Content Marketing