new engagement models (candyce edelen)

Candyce Edelen -‐ PropelGrowth

CEO and Founder §  Content marke+ng specializing in financial services technology.

§  Co-‐founded two financial technology companies

§  12 years experience specializing in the Capital Markets

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© 2014 PropelGrowth, LLC @CandyceEdelen

Case Study – Financial Technology Provider

§  Small financial technology provider

§  Customers include 50% of the global +er 1 banks

§  55% annual growth §  95% customer reten+on

§  60+ employees

§  London, Sydney, Chicago, New York

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Tac>cs vs. Strategy 4


Content Audit 5


What Is “It”???

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Establish a Strategy

Marke+ng Strategy

Customer Research

Sales Strategy

Company Strategy

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Targe>ng in Financial Services 8

Account Strategy

37 Target Firms

3 Target Divisions

4 Target Buyers


How Banks Discover Solu>ons 9


What We Knew About Our Targets 10

Audience

Events

Earned Media

Ar+cle Placement Email

Word of Mouth


Coping with a Content Beast

•  Awareness •  Drip campaigns •  Sales support •  Buying stages •  Build audience •  Thought leadership •  Media outreach •  Email marke+ng •  Lead genera+on

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Hair: pillow and saddle stuffing

Pelt: clothing and blankets

Stomach: buckets and cooking pots

Horns: toys, decora+ons, cutlery,

cooking utensils and cups

Bones: sewing needles arrowheads saddle frames, knives and tools

Tendons: sewing thread and bowstrings

Skull: religious rituals

Hump: most flavored meat

Hooves: glue and tools

Tongue: food

Fat: cooking, soap

Brain: for tanning hide

Meat: Food plus preserved as dried jerky

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Using Every Part of the Buffalo 13


Object Trading Buffalo

Premium Content Research Report

Premium Deriva>ves

Video Webinar Live Panel Event

Low Cost Deriva>ves

2 Byline Ar>cles

7 Blog Posts

5 Email

Campaigns

2 Event

Recordings

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Results So Far…

Of the 37 Target Firms •  30 interac+ng with content •  13+ par+cipa+ng in events •  12 addi+onal high value

targets engaged Sales •  5 deals in “stalled” stage are

engaging with content •  Added 2 new sales people

to work the opportuni+es Awareness •  Extensive content sharing •  Dozens of earned media

placements

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Key Takeaways

§  The Content Beast likes to eat Buffalo!

§  Buyer Persona research delivers reams of content

§  Deriva+ve ≠ Repurposed

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For More Informa>on

Visit www.PropelGrowth.com

Contact Candyce Edelen [email protected]

+1 201-‐751-‐9494 @candyceedelen

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new engagement models (candyce edelen)

Marketing