Content Marketing ROI, Analytics and Modern Selling

Content is King

Why Thought Leadership?

Content is king, but distribution is queen, and she wears the pants

J O N A T H A N P E R E L M A N , B U Z Z F E E D

Trust in Brands is DecliningAPAC 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.

https://www.edelman.com/post/apacmea-trust-becomes-polarized

The Rise of Ad-BlockingTHE LARGEST GEOGRAPHICAL DRIVER OF MOBILE AD BLOCKER USE HAS BEEN IN THE

ASIA-PACIFIC, WHERE 94% OF MOBILE AD BLOCKING TAKES PLACE.

The buying journey is complex

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

90% 10

Thought Leadership works

…believe it increased trustin the organization

83%BusinessDecision Makers

81%C-Suite Executives

…believe it helped determine which organizations got RFPs

63%BusinessDecision Makers

64%C-Suite Executives

Among Decision Makers

Why Trust?

Social is not a place for a hard sell, it’s a place to build trust and credibility

P R O F J U L I O V I S K O V I C H , N E X L E V E L S A L E S

LinkedIn Most TrustedLINKEDIN IS UNDISPUTEDLY THE MOST TRUSTED PLATFORM. 70% TRUST INFORMATION

SHARED ON LINKEDIN MORE THAN OTHER SOCIAL AND INTERACTIVE PLATFORMS.

Building Trust in a Post-Truth WorldTHINKING DIFFERENTLY ABOUT BRAND ADVOCACY

Leadership Team

Sales & Marketing

INfluencers

Employees

Super Fans

Bran

d Ad

voca

cy

Customers

Prospects

Decision Makers

Journalists

Analysts

Partners

Future Talent

Employees

ObjectiveINCREASE BRAND AWARENESS AND BUILD TRUST THROUGH A THOUGHT

LEADERSHIP STRATEGY. EXECUTIVES, SALES, AND MARKETING NEED TO LEAD FROM THE FRONT.

Create

Create original thought leadership pieces 1/month:- Executives- Sales- Marketing

Connect with Key Decision Makers across Accounts:- Executives- Sales- Marketing

Curate quality content via Elevate 5/week:- Executives- Sales- Marketing

ConnectCurate

Curate

Curate - trending topics

Create

Create - original thought leadership

Sales & Marketing Alignment

Connect

Connect - engage with community

Go To Market ExecutionINVESTING IN ORGANIC, COMMUNITIES AND PAID AMPLIFICATION FOR AN ALWAYS

ON GO TO MARKET EXECUTION FOR THE WIN:WIN:WIN

Communities

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.

Drive your Leadership, Sales and Marketing teams and INfluencers in creating original thought leadership content consistently.

PaidOrganic

ResourcesBUILDING A PROGRAMME SPECIFIC FOR EXECUTIVES, AND SALES AND MARKETING

LEADERS

Incentive

Incentive to kick-start the engagement of the programme:- Trophy- Monetary- Recognition

Measure results:- ROI – CRM Sync- SSI score- Social engagements - C-level connections- Deal introductions

Executive team buy-in for allocation of time given to all employees to curate, create and connect.

MeasureTime

Thought leadership content helps target, understand, and engage target accounts

Enterprise Sales Rep

Viewed Prospect Profile

Engaged with Insight / Content

Connected with ProspectSaved a Lead

Saved /Viewed an Account

Measure

25%Top Won Accounts

$60M178XROI67%

Bigger Deals

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!

Thanks!

Danielle Uskovic@uskovic