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Todays Speakers
Speaker: Jeff Walcoff Content Development Director, Demand Creation Specialists Moderator: Andrew Gaffney Editor DemandGen Report
http://www.demandcreationspecialists.com/blog
Impact Of Inbound
Companies that blog get 55% more web traffic
Source: Hubspot
Source: http://blog.hubspot.com/blog/tabid/6307/bid/11414/12-Mind-Blowing-StatisticsEvery-Marketer-Should-Know.aspx#ixzz1WiG1gvTm
Impact Of Inbound
Driving Dialog
Focus on responsibilities What problems do they have? What goals, objectives do they share?
Determine what their pain points are and needs for different buyer segments. and
Identify attributes and preferences for these various profiles and segments. Drill down into common characteristics
Industry Issues
One of the best ways to attack verticals. Its NEW and RELEVANT, and not generic.
- Get inside the industry: - Listen to your customers pain-points. - Read industry content, blogs, publications, etc. and identify current issues and trends. - Envision how your solution fits into the future of the space.
Formats
E-books
Side by side samples found E-books outperformed white papers in campaigns by more than 30%. Interactive More Visually appealing, Less text-heavy
E-books
Press Play
Video content strong in driving web traffic, longer visits Can be short and to the point Should be integrated and used to promote other content formats Doesnt have to cost a lot webcams work
- Using the Brainshark platform, weve created quick, interactive presentations which provide an overview of the topic and key points. - Appeals to executive who is too busy to read white paper or sit through webinar.
How are you currently measuring the effectiveness of your content campaigns?
75.5%
Number of leads generated
73.5%
Number of qualified opportunities it drives
49%
Traffic driven to web site
32.7%
Feedback from sales team
16.3%
Activity generated via social media
8.2%
Other
New Math
- There are steps you can take to quantify results of your content initiatives: - Immediate lead tracking via landing pages - Cost-per-lead vs. costper-sale metrics But also be sure to not underestimate the qualitative effects of content: Long-term presence in an industry. Becoming a trusted brand.
Program 1 Impressions 160,000 Cost $ 9,000.00 CPM $ 56.25 Leads 200 Lead Rate 0.1% Cost/Lead $ 45.00 Opportunities 3 Opportunity Rate 2% Cost/Opportunity $ 3,000.00 Deals 1 Deal Rate 33% Cost/Deal $ 9,000.00 Program 2 46,000 $ 6,000.00 $ 130.43 400 0.9% $ 15.00 6 2% $ 1,000.00 2 33% $ 3,000.00 Program 3 25,000 $ 11,000.00 $ 440.00 150 0.6% $ 73.33 7 5% $ 1,571.43 4 57% $ 2,750.00
Contact
Jeff Walcoff
Jeff Walcoff Content Development Director, Demand Creation Specialists Jeff@DemandCreationSpecialists.com
http://www.demandcreationspecialists.com/blog