the secret to turning your blog into an email marketing machine

Presented byThe Secret to Turning Your Blog Into an Email Marketing Machine

Presented by

Hana AbazaVP Marketing

Uberflip

David DesrosierDirector of Innovation

Perkuto

Anna-Maria Kröner

Marketing ManagerPerkuto

The Secret to Turning Your Blog Into an Email Marketing Machine


Content is the atomic particle of all digital marketing.

- Rebecca Lieb


More Content

Better Content


More Content

Better Content

Content for Everyone!


Mo’TimeMoneyPeople

Mo’

Mo’


It’s not your imagination.

Content is getting harder.


Now what?


How can we createbetter content, faster?(in a repeatable and scalable way)


Whiteboard Ideas

Create Content

Publish (yay!)

Tell everybody!

Results: Meh.

Life Today

And it takes a really long

time!


HOW IT COULD

BEAsk

People

Create Content

Optimize Publish & Distribute

Feedback

Iterate for better results


Audience surveys

Ask your

customers

Ask internal

teams

PEOPLE


Know Your People


Internal (BDR & AE, Success)

Calls and surveys

Reppin’ each persona

Work and aspirational questions

METHODOLOGY


How long have you been in your role?

How does your team interact?

Which influencers do you follow?

What do you find fulfilling about your work?

What is your dream job?

QUESTIONS


Marketing Mary Demand Jenn Do-it-all David Strategic Samantha

OUR MAIN PERSONAS


Champion25+

Events:Marketo Summit, Sirius Decisions, roadshows, user group meetups

Blogs & Influencers:Marketing Automation blog or forums

Social Media:

Preferred Content: Easily consumable pieces, hacks or items specific to their platform

Research: Events, peers, networking, Google

Purchase Process

Watering Holes

Demand Jenn Customers

Uberflip’s Demand Jenns

Who from your customer base fits this persona?

Tara Robertson

Kamil Rextin

Influencer

DEMAND JENN


Job Role

Years Experience: ~5+

Essential Duties:Owns Marketing Automation software. In charge of landing pages and nurture campaigns. May also control newsletter. Some may be in charge of content syndication, paid campaigns, and have a hand in content creation (specifically pieces that are more lead-focused, like webinars).

Tools:Marketing Automation, Email Platform, Analytics, SumoMe, Digital Ad Platforms

Common Titles:Demand Generation Manager, Marketing Programs Manager, or Director. May have Inbound or Acquisition in title.

Goals & Initiatives:Get more (qualified) leads. Are focused on measuring their efforts. Challenges:Attribution, IT barriers, forecasting, predictably generating and passing leads to sales, nurturing.

Room for Growth:Lead quality, nurturing, metrics, pass off to sales

DEMAND JENN


All about lead nurture, less concerned with content creation & a tool to make it easier

May not be privy to the amount of effort and strategy that goes into content

Very concerned with passing leads off to sales (timing, process, etc.)

Need to be assured that Uberflip is not another tool to just tack on to their plates -- it’s to make their job easier

Improve processes, better insight, easier integration into current marketing automation systems

Try to find out which automation tool she uses prior to contact

May be initially wary of change (i.e. MA tool is set up a certain way) need to highlight benefits

Ideal Messaging

Notable LearningsDEMAND JENN


What We Do Now

CREATION

DISTRIBUTION

INSIGHTS


What We Do Now

CREATION

DISTRIBUTION

INSIGHTS

FLAWED


What We Need To Start Doing

CREATION

DISTRIBUTION

INSIGHTS

EXPERIENCE


HIGH CONVERTINGKEY ELEMENTS OF A

CONTENT EXPERIENCE


WHAT ARE YOUR GOALS?Lead Generation


SCANNABLEACTIONABLE

DISCOVERABLETAILORED


Easy To Read

SCANNABLE

Well Formatted

Instant value


Easy to read(font / size)


Subheads & Images

Paragraphs aren’t too long


IncludeCalls-to-Action

Create anEngagement Path

ACTIONABLE


Did you really need that

Ursula cushion?

ENGAGEMENT PATHCreate a


CALLS-TO-ACTION Clarity

ContextTargeting


Is the action andvalue obvious?

CLARITY


CONTEXT


CONTEXT IS

EVERYTHING


Title: “What To Do If Your Website Traffic

Is Down”


TARGETING


☹

Generic


☺

Tailored


Targeted and contextual CTA


IS THE CONTENT DISCOVERABLE?

Can people find what they need?


Your Content

Top of the Funnel

Middle of the Funnel

Bottom of the Funnel

By Type By Topic

What Most People Do


Your Content

Top of the

Funnel

Middle of the

Funnel

Bottom of the Funnel

By Type By Topic By Vertical

By Persona

By Segment

By Account

Another Way To Think About It


This tells me nothing!


Is THE EXPERIENCE TAILORED?

Is the experience relevant?


Distributing Blog (And much more) Content

Presented byYour Lack of Creativity is Costing you Sales

Poll Time!


The 5 Sins of Blog Content Distribution


You’ve Got Mail !

Hi David! Did you know that...

...77% of consumers reported that they prefer to receive permission-based marketing communications through email (Source: Waldow Social)

...email generates nearly a 2X return compared to other channels. (Source:Direct Marketing Association and Smart Data Collective)

Sleep well, The Perkuto Team


(And You’re Fired)

REJECTED


Yet Another DISCONNECTED Tool


Automate or SUFFER


RSS Feed is


Distributing Personalized Blog Content


DEMAND JENN

Blog & Streams Subscription

➕➕ ➕✓ Email✓ English✓ Weekly Digest

COMMUNICATION PREFERENCES


=


How does it work?


How does it really work?

How does it really work?<item><title>

Five Ways to Integrate Predictive Analytics with Your Marketing Automation</title><link>

http://perkuto.com/blog/predictive-marketing/integrate-predictive-analytics-with-marketing-automation</link><pubDate>Thu, 21 Apr 2016 20:32:49 +0000</pubDate><dc:creator><![CDATA[ Justin Norris ]]></dc:creator><category><![CDATA[ Predictive Marketing ]]><description><![CDATA[

The term “data-driven marketer” is rapidly becoming a redundancy: to be a marketer these days is to be data-driven, whether you work in demand gen, marketing ops, content, or social. And yet, being an evidence-based marketer is not without challenges. Data – We are simultaneously drowning in data while also missing some critical pieces of it. Time – Marketers still have programs to run and don’t have all day to spend looking at reports. Skills – Data analysis is a skill. Not all marketers have developed it.]]>

</description><content:encoded>

<![CDATA[<img class="aligncenter wp-image-4763 size-full" src="http://perkuto.com/wp-content/uploads/2016/04/Predictive-Analytics-Banner1.png" alt="Predictive Analytics-Banner" width="500" height="265" /> The term “data-driven marketer” is rapidly becoming a redu

]]>

How does it really work?

<item><title>

Five Ways to Integrate Predictive Analytics with Your Marketing Automation</title><link>

http://perkuto.com/blog/predictive-marketing/integrate-predictive-analytics-with-marketing-automation

</link><pubDate>Thu, 21 Apr 2016 20:32:49 +0000</pubDate><dc:creator><![CDATA[ Justin Norris ]]></dc:creator><category><![CDATA[ Predictive Marketing ]]><description><![CDATA[

The term “data-driven marketer” is rapidly becoming a redundancy: to be a marketer these days is to be data-driven, whether you work in demand gen, marketing ops, content, or social. And yet, being an evidence-based marketer is not without challenges. Data – We are simultaneously drowning in data while also missing some critical pieces of it. Time – Marketers still have programs to run and don’t have all day to spend looking at reports. Skills – Data analysis is a skill. Not all marketers have developed it.]]></description><content:encoded>

<![CDATA[<img class="aligncenter wp-image-4763 size-full" src="http://perkuto.com/wp-content/uploads/2016/04/Predictive-Analytics-Banner1.png" alt="Predictive Analytics-Banner" width="500" height="265" /> The term “data-driven marketer” is rapidly becoming a redu

]]>


The Result


The Email Marketing Machine


Do it all through Marketo


Questions & Answers

Anna-Maria Kröner

Marketing Manager

[email protected]@Annariak

Hana AbazaVP Marketing

[email protected]

@HanaAbaza

David DesrosierDirector of Innovation

[email protected]@Dezrosiers

mailto:[email protected]




>> hello.perkuto.com/martech-bob

Inventions, Obsession, and B2B Marketing Attribution

Why Effective Marketing Automation Starts with Data Enriched Inbound Leads

Outbound vs. Account Based Marketing: Friend or Foe?

Your Lack of Creativity is Costing you Sales

The Intersection of Predictive and Account-Based MarketingJune 16, 2016