Content Marketing ROI, Analytics and Modern Selling

Transcription

1 Content Marketing ROI, Analytics and Modern Selling

2 Content is King

3 Why Thought Leadership?

4 Content is king, but distribution is queen, and she wears the pants JONATHAN PERELMAN, BUZZFEED

5 Trust in Brands is Declining APAC COUNTRIES ARE AMONG THE LEAST TRUSTING, WITH JAPAN AND AUSTRALIA AMONG THE MOST DISTRUSTING COUNTRIES (AN INDEX SCORE OF LESS THAN 50) IN THE STUDY.

6 The Rise of Ad-Blocking THE LARGEST GEOGRAPHICAL DRIVER OF MOBILE AD BLOCKER USE HAS BEEN IN THE ASIA-PACIFIC, WHERE 94% OF MOBILE AD BLOCKING TAKES PLACE.

7 The buying journey is complex 90% 10 Through their purchase process before reaching out Pieces of content are consumed in the process Sources: *Forrester, Buyer Behavior Helps B2B Marketers Guide the Buyer s Journey, **Zero Moment of Truth Study, Google

8 Thought Leadership works Among Decision Makers 83% Business Decision Makers 63% Business Decision Makers 81% C-Suite Executives 64% C-Suite Executives believe it increased trust in the organization believe it helped determine which organizations got RFPs

9 Why Trust?

10 Social is not a place for a hard sell, it s a place to build trust and credibility PROF JULIO VISKOVICH, NEXLEVEL SALES

11 LinkedIn Most Trusted LINKEDIN IS UNDISPUTEDLY THE MOST TRUSTED PLATFORM. 70% TRUST INFORMATION SHARED ON LINKEDIN MORE THAN OTHER SOCIAL AND INTERACTIVE PLATFORMS.

12 Building Trust in a Post-Truth World THINKING DIFFERENTLY ABOUT BRAND ADVOCACY Customers Super Fans Leadershi p Team Prospects Employee s Sales & Marketing Brand Advocacy Decision Makers Journalists Analysts Partners Future Talent INfluencer s Employees

13 Objective INCREASE BRAND AWARENESS AND BUILD TRUST THROUGH A THOUGHT LEADERSHIP STRATEGY. EXECUTIVES, SALES, AND MARKETING NEED TO LEAD FROM THE FRONT. Curate Create Connect Curate quality content via Elevate 5/week: - Executives - Sales - Marketing Create original thought leadership pieces 1/month: - Executives - Sales - Marketing Connect with Key Decision Makers across Accounts: - Executives - Sales - Marketing

14 Curate

15 Curate - trending topics

16 Create

17 Create - original thought leadership

18 Sales & Marketing Alignment

19 Connect

20 Connect - engage with community

21 Go To Market Execution INVESTING IN ORGANIC, COMMUNITIES AND PAID AMPLIFICATION FOR AN ALWAYS ON GO TO MARKET EXECUTION FOR THE WIN:WIN:WIN Organic Communities Paid Drive your Leadership, Sales and Marketing teams and INfluencers in creating original thought leadership content Leverage your communities, examples include employees, superfans, media, influencers, customers to amplify. Deliver results by utlising an always on paid media budget for the content that is resonating the most with your audience.

22 Resources BUILDING A PROGRAMME SPECIFIC FOR EXECUTIVES, AND SALES AND MARKETING LEADERS Time Incentive Measure Executive team buy-in for allocation of time given to all employees to curate, create and connect. Incentive to kickstart the engagement of the programme: - Trophy - Monetary - Recognition Measure results: - ROI CRM Sync - SSI score - Social engagements - C-level connections - Deal introductions

23 Thought leadership content helps target, understand, and engage target accounts Enterprise Sales Rep Saved /Viewed an Account Saved a Lead Engaged with Insight / Content Connected with Prospect Viewed Prospect Profile

24 Measure 67% 25% $60M 178X ROI Bigger Top Won Deals Accounts

25 Summary Think differently about brand advocacy and invest in thought leadership through your employees Build trust and credibility in your brand by enabling your employees to tell your brand stories Agree with Stakeholders on Metrics/KPIs Measure your success!

26 Thanks! Danielle