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Giving Your Prospects the Content They Need When They Need It

Giving Your Prospects the Content They Need When They Need It. Session ID: CON8984 Session Title: Giving Your Prospects the Content They Need When They Need It Venue / Room: Moscone West - 2004 Date and Time: 9/30/14, 16:15 - 17:00 Speaker: Mike McKinnon ReadyTalk

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Giving Your Prospects the Content They Need When They Need It

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  1. Giving Your Prospects the Content They Need When They Need It Session ID: CON8984Session Title: Giving Your Prospects the Content They Need When They Need ItVenue / Room: Moscone West - 2004Date and Time: 9/30/14, 16:15 - 17:00 Speaker: Mike McKinnon ReadyTalk Director of Marketing Operations Twitter: RTMike

  2. Agenda Shortcomings of lead nurturing & scoring Our Solution Implementation Metrics

  3. Why Lead Nurturing Nurtured leads make 47% larger purchases than non-nurtured leads. (Source: The Annuitas Group) Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Source: Forrester Research) Lead Nurturing Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (Source: DemandGen Report) Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Source: Gartner Research)

  4. 58% of B2B marketers reported that their content does not create opportunities for engagement1 Deliver content at regular intervalsno matter what the prospect does Keep in front of the prospect – top of mind Too generic to be effective Not linked to scoring Content is not optimized to move prospect down the funnel or for business problems Lead Nurturing 101 2001 called They want their nurture track back 1Customer & The Buyer’s Journey Benchmark Report, Demand Metric, June 2014,

  5. 17% of study participants have no content effectiveness measurements in place, and 49% are using only basic metrics such as clicks or downloads1. Lead Scoring 101 4 1 Generic Scoring Campaigns Counts things that are not necessarily important Associating a lead score with each prospect in your CRM Often detached from the nurturing component Clicked on stuff & filled out form Clicked on stuff & filled out form & visited website Opened stuff Clicked on stuff Clicked on more stuff 1Customer & The Buyer’s Journey Benchmark Report, Demand Metric, June 2014,

  6. A Better Way Content is most important when prospects want to stay hidden! 86% of B2B marketers think content is most effective in early to mid stage 78% of buyers reveal themselves before they are ready to buy Customer & The Buyer’s Journey Benchmark Report, Demand Metric, June 2014

  7. ReadyTalk’s Solution Content centric – persona & stage Linked scoring and nurturing Scalable Dynamic Reduced friction Measurable velocity

  8. ReadyTalk’s Solution Persona Filter

  9. Mapping Problem #1 Awareness Problem #2 Research Problem #3 Evaluation Problem #4

  10. Persona based nurturing tied to lead score & Lead score is tied to buyer stage A2 Linked Scoring & Nurturing A1 B2

  11. Scalable meet.readytalk.com/lp=456&?DocID=19 Tags by Buyer Stage

  12. Velocity Between stages Between problems

  13. Dynamic Program Builder Filtering Email Program

  14. Awareness Evaluation Progressive Profiling Max 4 Research Max 7 Max 5

  15. Metrics By Problem By Stage * n>20000 ^n>2000

  16. Questions? Mike McKinnon Director of Marketing Operations ReadyTalk Twitter: RTMike LinkedIn: www.linkedin.com/pub/michael-mckinnon/4/219/4b4/

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