Creating An Effective Content Strategy Model - TechTarget

Creating an effective content strategy model Byrony Seifert Sr. Director of Product Management and Operations, EMEA and Publisher, Frankreich und Deutschland #TTGTSummit www.techtarget.com/ForMarketers TechTarget Worldwide ROI Summit

Why are we still presenting about content? First engagement Identifies your brand Your company’s voice without human interaction Still not connecting marketing objectives with the content being using for messaging, demand generation and nurturing TechTarget 2

The Triangle of Content Marketing Demand Generation Content Marketing Discovery TechTarget Nurturing 3

Delivering action items for you to get started Elizabeth Smyth, Marketing Director, Marketo EMEA Ltd TechTarget Joanna Mróz, EMEA Sales & Marketing Campaigns Manager, HP Enterprise Services 4

Getting Started – Steps to moving forward Create a content inventory – a black and white document listing what you have available What does content mean to you? It’s not all about white papers! White papers Analyst Streaming Media Thought Leadership Customer Discussion Product Descriptions Demos TechTarget Technology Trends Comparisons 5

Categorise your content and highlight the holes Categorise your content – listing by type and topic Index by type, topic, language, buying stage, length Once complete do an analysis to highlight the holes Awareness Consideration Decision Buying Stage TechTarget Topic BYOD Network Management SDN French German English Language 6

RULE ONE: 20% Awareness/ 50% Consideration/ 30% Decision Europa Deutschland Frankreich Spanien UK Restliches Europa For each of the following types of content, please select each stage of your purchasing process in which you would find it most effective Identify technology problem/need Trial software downloads Researching/comparing specific products and vendors 17% 42% White papers 35% 39% Customer case studies 27% 28% Webcasts/Webinars 20% Online vendor demos 21% Online videos 25% Product literature 25% Infographics 17% Blogs 18% Peer-generated insight TechTarget, 2013/2014 Media Consumption Report 14% 35% 15% 25% 15% 20% 14% 23% 6% 18% 28% 25% 17% 7% 28% 21% 24% 14% 15% 41% 41% eBooks 14% 35% 37% Vendor comparisons Podcasts Making a vendor short-list and final purchase decision 11% 7% 4% 7

RULE TWO: Before you think ‘prospect’ think ‘market’ Editorial Vendor Increasing Lead Ratio Decreasing Lead Ratio TechTarget Increasing Activities Decreasing Activities Stage 2 – “Mainstream” Stage 3 – “Maturity” Asset Overweight (Consideration) Asset Overweight (Consideration, Decision) Stage 1 – “Hype” Stage 4 – “Death” Asset Overweight (Awareness) (Decision) 8

RULE THREE: Make sure content is digestible Who is your audience? Length of content is very important. General Rule to follow - No more than 7 minutes for a video and no longer than 5 pages for a white paper. TechTarget 9

RULE FOUR: Variety is important TechTarget 10

RULE FIVE: Quality is more important Defining a Content Purpose - Inform about a concept Teach a how-to Inspire Entertain Persuade Start a discussion Create controversy Share an opinion Communicate industry knowledge Source: Adapted from CMI TechTarget 11

Questions? Worldwide ROI Summit TechTarget 12

Engaging today’s Digitally-Empowered Buyer Liz Smyth EMEA Marketing Director @LizSmyth 2012 Marketo, Inc. Marketo Proprietary and Confidential

Marketo Fast Facts Leader in cloud-based marketing software 3,000 customers in 36 countries 200 ecosystem partners 40,000 Marketing Nation community members 500 employees in U.S., Europe, Australia, Israel Thought Leader driving the market agenda (MKTO) Page 14 (Leader) @LizSmyth

Unprecedented Changes in Buying Information: Information: SCARCITY ABUNDANCE Purchasing Power: Purchasing Power: SELLERS BUYERS Organizational Power: Organizational Power: SALES MARKETING THEN NOW

Why Nurture your leads? LEAD NURTURING AND SCORING % new Prospects not sales-ready: 81% Prospect to Lead time: 123 days average % Slow Leads: 66% Page 16 @LizSmyth

Lead Nurturing Relevance 1. BUYING STAGES 2. PERSONA Marketer Sales Executive Early (Pre-MQL) Mid (MQL) Late (Opportunity) Customer 3. DYNAMIC CUSTOMIZATION Industry Wrappers Size Specific Examples Localization Get The “Definitive Guide to Lead Nurturing” www.marketo.de/DG2LN www.marketo.com/DG2LN

Types of Content Early Stage Thought leadership and best practices to build brand and awareness Middle Stage Buyers guides, RFP templates and industry information to help structure research Late Stage Company-specific information to help evaluate and reaffirm selection Content must always be relevant and helpful

Creating Conversations at Scale

“Who I am is less important than what I do” Page 20 @LizSmyth

Trigger & communicate based on behavior Page 21 @LizSmyth

Triggered Nurture Open % 34.0% Click to Open % 37.1% Click % 12.6% Standard Nurture Lift 21.7% 57% Click to Open % 23.4% 59% Open % Click % 5.1% 147%

Apply Science to Content

Transformation RELATIONSHIP MARKETING INBOUND MARKETING Lifetime dialog with customers based on behaviors and interest Ensure potential customers can find you Content Marketing SEO / SEM Social Campaigns Landing Pages ANALYTICS & MEASUREMENT Customer System of Record Understand impact of marketing and optimize marketing investments Budgeting & Planning Spend Analysis Cross-program Allocation Opportunity Analysis Revenue Attribution REVENUE EFFECTIVENESS Drive conversion to sale REQUIRES A COMPLETE PLATFORM Nurturing and Scoring Email Marketing Targeted Advertising Marketing Automation Event Marketing Customer Engagement Prospect Prioritization Offer Prioritization Social Selling Productive Prospecting

Key Takeaways If you’re staring out 1. Get aligned with sales on how you’ll determine what is a sales ready lead 2. Start small but start soon. This is a journey that will evolve and grow with your content strategy and your company If you’re already nurturing 1. Take the step to behaviour based nurture. Real-time engagement 2. How’s your nurturing impacting opportunities won, cost of sale-ready leads, engagement? Remember: it’s about Conversations – not campaigns! Page 25 @LizSmyth

Additional Resources Auf Deutsch http://marketo.de/resources The Definitive Guide to Marketing Automation http://marketo.de/DG2MA http://marketo.com/DG2MA The Definitive Guide to Marketing Metrics & ROI http://marketo.com/DG2MM Page 26 @LizSmyth

Contact Me LIZ SMYTH Director Marketing lizs@marketo.com @lizsmyth Marketo EMEA Ltd. Cairn House South County Business Park Leopardstown, Dublin 18, Ireland Direct: 353.1.242 3000 blog.marketo.com www.marketo.com Marketo.de/resources Marketo.com/resources

Case Study – HP Enterprise Services EMEA Joanna Mróz, EMEA Sales & Marketing Campaigns Manager, HP Enterprise Services #TTGTSummit www.techtarget.com/ForMarketers TechTarget Worldwide ROI Summit

Campaign Objectives and Content Strategy HP Enterprise Services is in its 3rd year of running a campaign with TechTarget: - 1st year goal – increase external awareness and demonstrate it to our sales organization - 2nd year goal – start generating sales leads and create processes that allow for efficient follow-up - 3rd year goal – sales leads are top priority Diversity of HP ES offerings and long sales cycles called for comprehensive content strategy with the right execution channels TechTarget 29

Custom Nurturing through TechTarget: Delivering Marketing Qualified leads TechTarget uses various methods to engage HP target audience TechTarget nurtures and scores responses to identify most “engaged” customers Made possible by content strategy HP Sales receive marketing qualified leads Online ROI Summit TechTarget 30

Content breakout helps nurture leads down the research path & continually educate top funnel leads Everything starts with content “inventory”. No content no campaign Content mix is aligned with customer’s research and buying stages and take into account: - 38% Topic Buying stage Type of content Language Introducing new message slants content breakout to the earlier stages 2014 New Topic Awareness Cons. Decision Workplace Mobility 62% 21% 17% TechTarget 0% 43% 20% 2014 27% 51% 22% 2013 25% 52% 23% 2012 50% 100% Awareness Consideration Decision 31

Message consistency through content: 3rd party validation, content type diversity TechTarget Audience is influenced by a range of contributor voices: - HP content - Client references - Analyst reports – Forrester, Gartner, etc - TechTarget editorial eGuides - ComputerWeekly Special Report Series Content diversity important: White Papers, Videos, Solution Briefs, Research Papers, Infographics, Case Studies Existing content provides message base while new content is created: % cross-over from previous year Year # of assets 2012 103 2013 260 25% 2014 347 35% 32

Content evaluation & refresh helps craft a more balanced content mix. SAP HANA Content Distribution 60% 50% 54% 45% 44% 42% 40% 31% 30% 27% 27% 28% 20% 10% 0% Awareness TechTarget Creation of in-language eGuides for 2014 increased awareness distribution Re-evaluating content mix prevents performance fatigue and allows for refreshed nurturing SAP HANA Content Volume 0% 2012 Topics with YoY focus require consistent refresh 2013 2014 Consideration Decision 2012 11 2013 26 2014 45 33

Localised content critical in maximising lead generation & nurture engagement In-Language Content 45 41 40 40 36 35 32 # of assets 30 Nurture response from regional leads (FR, DE, ES, IT) within in-language nurture streams: - Open rates: 10% higher - Email CTRs: 2x higher 25 Top 3 To-Dos for Creating Localised Content 20 15 14 10 13 1. 9 5 6 0 2 0 5 0 -5 French Spanish German Italian TechTarget 2012 0 6 2 0 2013 14 13 9 5 2014 41 40 36 32 2. 3. Identify assets in your content mix that are suitable for translation find out what is already available locally Get the buy-in from the countries upfront (before they start panicking) Find a GREAT translation agency, which will require very little re-work 34

Content Nurturing help build HP brand and engage a larger rate of mid-stage prospects Leads in Nurture Streams Awareness Consideration Decision Sales 2012 41% 36% 17% 5% 2013 23% 43% 24% 10% 2014 38% 47% 13% 3% Consideration stage rate is high even in early stages of 3rd year of activity 2012 (Year 1) Lead nurturing builds message awareness 2013 (Year 2) Nurture cycle progresses and pushes prospects to later research stages - - TechTarget 15% lead crossover pushes leads to the later stages 2x SQL lead output 2014 (Year 3) Nurture cycle “restarts” - Online ROI Summit 15% lead crossover from 2012 to 2013 3% lead crossover from 2013 to 2014 Even with new topical nurture streams, HP brand is strong after 2x years Continued high rate of Consideration-stage leads 35

Example of lead nurturing success— Belgium Senior Director Secure Digital Enterprise FY14 nurture score 29 Outputted to HP Sales on 28 March 2014 Downloaded 3 HP assets Took 2 weeks and 2 emails to move user through process Purchasing in the next 12-18 months Online ROI Summit TechTarget Downloaded “Understanding Big Data and Security” on March 11, 2014 via TechTarget email promotion Downloaded “2013 Fourth Annual Cost of Cyber Crime Study” on March 13, 2014 via organic search Score 18 (2x Downloads, Director title, Project timeframe) First Remessaging Email Sent March 18, 2014 – “San Diego County Claims Election Night Victory Following DDoS Attack” No Response Second Remessaging email sent on March 25, 2014 – “KPN Focuses on Information Security with HP”; Downloaded asset; Score changed from 18 to 29. Outputted to HP Telequalification team 36

Questions? Worldwide ROI Summit TechTarget 37

The Triangle of Content Marketing TechTarget 3 Demand Generation Discovery . Content Marketing . Nurturing