the content imperative for successful marketing automation

Exclusive free webinar with Michael Brenner

The Content Imperative For Successful Marketing Automation

Michael BrennerCEO, Marketing Insider GroupAuthor, The Content Formula@BrennerMichael

Marketing Has A Marketing Problem

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What is the ROI?@BrennerMichael @LizBedor

The First Banner Ad (1994)

@BrennerMichael


Less likely to click on a banner than…

@BrennerMichael

Sales DECLINE after buyers see 40 ads from a brand~ Advertising Research Foundation, Aug, 201640

STOP interruptingwhat people

are interested in and be

what people are interested in!


Marketing Automation is So Much More Than Just Automating Emails That Promote Your Product,

Company, Offer


The Buyer Journey Doesn’t Start With A

Search For Your Product


Marketing That Attracts An Audience

ContentMarketing

What Brands Publish

WhatCustomers

Want

Business Instinct CharityEmpathy

Cluster Brand? Total Monthly Searches (est.)

Analytics Brand 458 30,000 XAnalytics Non-Brand 1,520,761Cloud Brand 398 10,000 XCloud Non-Brand 578,460Big Data Brand 28,884 218 XBig Data Non-Brand 470,967Mobility Brand 12,488 28 XMobility Non-Brand 345,598CRM/Sales Brand 156,028 40 XCRM/Sales Non-Brand 6,313,329Accounting. Finance Brand 30,497 24 XAccounting. Finance Non-Brand 720,493TOTAL Brand 1,688,883 130 XTOTAL Non-Brand 130,616,715

Tried To Push Back With Data


What Buyers Really Search For . . .

Our Website: Talking To Ourselves

Late-Stage Content66%Early-Stage Content

6%

Middle-Stage Content28%

The Math Didn’t Help

The Power of Fear

0

5 000

10 000

15 000

20 000

25 000

30 000

35 000

Traffic from Organic, Social & Referrals

Organic Social SAP Owned Referrals

Reach and Engagement We Would Have Never Seen


Reach, Engagement and ConversionsWe Would Have Never Seen

Content Marketing ROI – Year 1 ROI$70,000 Budget------------

$425,000 in revenue from marketing automation – 10X ROI$400,000 in lead conversion to sales -- 7X ROI -------------$825,000 in Value / Investment= $70,000

7.5X Return On Investment

Organic Search Traffic

REACH

Unbranded Search Traffic

LEADS

CONVERT

DEAL VISIBILITY

EVENTS

Time on Site

ENGAGE

Social shares

Subscriptions

Bounce rate

Retention Rate

Upsells

RETAIN

The ROI of Marketing

Subscribers have value. And are 9x more likely to convert

than non-subscribers


The Content Marketing Promise:

Reach, Engage, Convert

customers you would have never reached.

Through content they actually want to read and share


35

The buyer journey

is nothing more

than a series of questions

that must be answered.

Your Customers Middle

EarlyWhat is / are?Why important

LateWho?How much?Where? 1

StagePersona Questions / Concerns Keyword Volume

100

How to? 10

Your Buyers’ Questions

CONTENT MARKETING

ArticlesNews InfographicsSocial Content Quizzes

VideoWhitepapersWebinarsPodcastsHow-To Guides

EventsNewsletters Customer Profiles

PRODUCT MARKETING& ADVERTISING

Product contentOffers

BrochuresCustomer Testimonials

Case studiesAds

Create Content People Actually Want!

100

1

10

5

15

80


Time To Get Guerilla


“Guerilla”Marketing?

MARKETING INSIDER GROUP

Re-Purpose•Executive PowerPoints

•Whitepapers

•Customer Service and Sales FAQs

•Your emails = answers

How To Do Content Marketing Without A Budget?


OPP (OPC)•Act as a journalists at events

•Cover competitor and industry research

•Ask 2nd-tier influencers to share their work


Create Stuff Easy• Create a list of top influencers

• best conferences • best quotes • best stats in your industry

• Extract the expertise inside your company (experts and customers)• What is…• Why important...• How to achieve success with ...

RSS Automated Email

Welcome Email Components1. Greeting2. Whattoexpect3. Topcontent4. Brandmessage5. “PS”Offer

6. NurtureSeriesIntroduction(2-5automatednurtures)

Segments / Triggers1. Inactives (noopenafterXmonths)

• Wehaven’tseenyouinawhile• Survey,topcontent,useemotion,invitetoopt-out

2. Heavyactives• Becomeacontributor,“tellyourstory”interview• Survey

3. Cross-sell/Upsellcampaigns

4. Anniversary?• It’sbeenayear…

Organic Search Traffic

REACH

Unbranded Search Traffic

LEADS

CONVERT

DEAL VISIBILITY

EVENTS

Time on Site

ENGAGE

Social shares

Subscriptions

Bounce rate

Retention Rate

Upsells

RETAIN

The ROI of Marketing

Subscribers have value. And are 9x more likely to convert

than non-subscribers

JoinusJuly20th:TheFormulaforMarketingROI!

Thank you!Michael BrennerCEO, Marketing Insider GroupAuthor, The Content [email protected]

Content Marketing That Converts