Data-driven & Customer-centric Content:a recipe for engagement

Peggy WintonCMOAIIM

Why This? Why Here?

“…Every person is becoming a technology

company…”

Peter SondergaardGartner

“Marketing is too important to be left to the marketing department.”

David PackardHewlett-Packard

“By 2017, the CMO will spend more on IT than the CIO.”

Gartner

A Convergence

• Our MOST valuable IT project is the one that required the LEAST IT resource.

• Our experiences in deploying Hubspot say a lot about how SMBs view enterprise systems.

We’re Living This

Some 70% of buyers have already done their research BEFORE they even begin a conversation

with you.

Consumerize it

All stakeholders can play a roll in avoiding generalized

messaging and deliver highly personalized

content that can increase conversion rates, customer satisfaction, and ultimately

revenue.

At the Center is Customer, Content – and You!

1. content taxonomies and audits 2. content tagging and tiers3. inbound (and outbound) workflows4. customer scoring and segmentation5. content and customer analytics

The Content Marketing Recipe

Who Buys or Engages?

1. Define personas. Create a content strategy for these personas.

2. Develop a taxonomy around the content that your personas find valuable.

3. Take stock of what you’ve got, then develop new, loveable content that is targeted to your personas.

Step 1: What Have you Got?

Step 2: Map your Contentto the Buyer Journey

Chart courtesy of Hubspot

Ours Looks Like This

Smart landing pages convert prospects to

contacts

Smart forms progressively gather info in exchange for

content

Secondary CTAs on Thank You

pages offer related content,

deepening engagement

Email nurturing, lead scoring, and

automated workflows push to

next stage

Real time notifications to

sales when prospects hit a page of interest

Steps 3 & 4: Content Process Automation

Effort Engage-ment

Inter-actions Follows New

Contacts

Create a repeatable and measurable process for new name capture.

Step 5: Measuring Social ROI

• Emails• Social messages (Twitter, FB, Google+, LinkedIn)• Blog postsOutbound

• Every web page interaction, whether a known contact or not

• All landing page conversions• Sources captured for all contacts

Inbound

All outbound and inbound interactions now captured and linked back to contact & purchase

Step 5: Consolidated Reporting

Lessons

• Blogging, social, website and email have only 3 purposes: 1) get found by potential customers 2) engage them with quality content3) nurture them to a purchase

• Everything else re content marketing is wasted time• Focus your efforts around matching customers with content (i.e., “helping”

rather than “marketing”)• Measure, analyze, tweak, repeat• Get the right tools for the job!

Q: How many marketers does it take to screw in a light bulb?

A: None -- they've automated it.

pwinton@aiim.org@pwwinton

Thank You