pardot elevate 2012 - developing customer-centric nurturing content: a better b2b marketing clinic
DESCRIPTION
You’ve invested in a killer marketing automation tool. Now give your company the edge with content that attracts and nurtures leads by engaging in a relevant, findable, valuable way. Review real-life nurturing content examples, and look at how to elevate your content effectiveness to get better results.TRANSCRIPT
Developing Customer-Centric Nurturing Content
A Better B2B Marketing Clinic
by Nolin LeChasseur Brainrider
@Brainrider | @Nolin
Better Content is…
• Driven by objectives • Customer-focused • Demonstrates subject
matter expertise • Supports your programs • Easy to publish & share • Measurable performance
YOU ARE HERE
(Your Customer is here) @Brainrider | @Nolin
Better content!is not about !
you.
Customers Want Content That Helps Them Solve Problems…
@Brainrider | @Nolin
… Aligned To Their Buying Decision
5
If your customer is asking:
What’s my problem
How do I fix my problem
Are you right for me
They want:
Education & Thought Leadership
Solutions & Product Suitability
Credentials & Decision Support
What to share
with them:
• Trends • Benchmarks • Analyst coverage • 101 Education • How to guides • How other people are solving this
• What is the solution & how does it work
• Solution comparisons • Pitfall analysis • Readiness & suitability assessments
• How do I choose a vendor
• Pricing • Bench strength demonstration
• Case studies • ROI/TCO • How to buy • Working with us
@Brainrider | @Nolin
… Aligned With Your Programs
If your customer is asking:
What’s my problem
How do I fix my problem
Are you right for me
They want:
Education & Thought Leadership
Solutions & Product Suitability
Credentials & Decision Support
What to share
with them:
• Trends • Benchmarks • Analyst coverage • 101 Education • How to guides • How other people are solving this
• What is the solution & how does it work
• Solution comparisons • Pitfall analysis • Readiness & suitability assessments
• How do I choose a vendor
• Pricing • Bench strength demonstration
• Case studies • ROI/TCO • How to buy • Working with us
Program Objective:
ACQUIRE PROSPECTS
NURTURE PROSPECTS
DETERMINE SALES-‐READINESS
@Brainrider | @Nolin
How to Build A Content Strategy
q Prioritize measurable objectives
q Articulate the business you’re in using customer terms
q Profile your target customer segments
q Identify content that’s working now
q Develop content aligned with what your customer wants to know
@Brainrider | @Nolin
Identify customer needs & pains
• How to … • How do I … • Do I need more/less … • Should we … • Comparing … • Choosing a …
@Brainrider | @Nolin
How the process might look
9
Organize by customer needs & pains
How the end result should look
@Brainrider | @Nolin
Better Nurturing Content Clinic
q Be Customer-Focused
q Start with Light Content
q Make It Findable
q Measure What Works
@Brainrider | @Nolin
Clinic: EnergyCAP - Barry
TARGET AUDIENCE § Corporate energy managers and/or their information-gatherers § Stakeholders in monitoring and reducing energy use and cost
(accounting/sustainability/admin).
PROBLEM(S) YOU SOLVE Leverage historical energy data to create actionable energy management objectives.
HOW ARE YOU DOING NOW? We think we have created a website that explains what we do pretty well up front, and provides decent search and navigation so the interested visitor can drill down into the details of our full-featured application.
Clinic: EnergyCAP - Barry
Organize navigation in a customer-focused way
Clinic: EnergyCAP - Barry
Raise the profile and interactivity of customer
needs & pains
Track engagement with nurturing and sales readiness content
Clinic: SURFACES – Kelly & April
TARGET AUDIENCE Floor covering manufacturers/suppliers and industry professionals such as small, medium, large retailers, distributors, installers, designers, architects, and home builders
PROBLEM(S) YOU SOLVE Buy and sell products, network with peers, receive continuing education credits
HOW ARE YOU DOING NOW? Website serves its main purpose which is to give attendees and exhibitors the information they need to register or sign up to participate in our show and it provides key information pertinent to the show, but falls short in providing rich, relevant content that drives traffic to the site year round.
Merchandise and feature content that is useful and
educational
Increase the visibility of content and programs
designed for customers
Enrich and leverage your
educational content
Even the trade news site isn’t using relevant
categories yet.
Clinic: Frontline K12 – Ali & Julia
TARGET AUDIENCE K-12 School District Administrators
PROBLEM(S) YOU SOLVE Automate processes that take a lot of time and paperwork: scheduling substitute teachers, tracking teacher absences, tracking time worked, managing teacher evaluations
HOW ARE YOU DOING NOW? I think our content does a good job explaining the product and the benefits. I think we could do a better job of highlighting the specific problems so that people see their pain points and resonate with them – and then we provide them with the solution and benefits.
Clinic: Frontline K12 – Ali & Julia
Condense the About You content into less (and
less valuable) real estate
Make your 3 pain points the stars! These can serve as navigation & categories.
Clinic: Frontline K12 – Ali & Julia
Expose the 3 topic areas here, and make them bookmarkable pages
Clinic: Frontline K12 – Ali & Julia
Nice engagement tracking work!
Capture more leads.
Clinic: GPS Insight - Ryan
TARGET AUDIENCE fleet managers and executives for service companies covering an array of verticals. ex: HVAC, plumbing, delivery, construction, energy, oil & gas, etc.
PROBLEM(S) YOU SOLVE Track vehicles to cut fuel costs, improve employee productivity, reduce labor costs, increase safety, improve response times to service calls and emergencies, and increase customer service.
HOW ARE YOU DOING NOW? We have worked really hard on our website and think that we do a good job at presenting the wealth of information we have to our potential customers. We make the most important information easy to find and provide a ton of resources for our prospects to utilize.
Nice use of needs/benefits as features. These can be further elevated and used to
organize content throughout the site.
Should be merchandising content assets here.
Reduce the # of clicks.
Same needs/benefits categories should apply to blog resources, too.
Add Pardot tracking code.
Merge with main site.
What next?
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