Creating a Balanced Engagement Platform on a Budget Dillon Allie, S enior Vice President, C lient S ervices, HDMZ J ustin C ampbell, Vice President, Marketing & S trategy, Galen Healthcare S olutions
INTRODUCTION
Results Content pro roliferation Effic Efficient Bra Brand Awareness Impact to Imp to Sale Sales Pipeline 200+ webinars 1,000,000+ paid impressions 1,500+ MQLs 600+ blog posts 300,000+ emails 61 S QLs 5,000+ wiki pages 15+ editorial / interviews $3MM S ales 10+ Whitepapers/ Infographics 8.5M wiki page views 20+ C ase S tudies New dea Ne deals we e ca can Imp Improved co collaboration All ll on a a rel relatively fl flat budg budget att attribute to to marketing S ales/ Marketing relationship, No YoY change in Budget Executive support for marketing, Archival for 1500+ Provider Health S ystem 3% of Revenue culture committed to content dev & 4 Large Data Migration Projects selective agency collaboration
Your r checklis ist fo for r gettin ing engaged on a a budget 1. Find your ‘why’ 2. Demonstrate leadership vs. claiming it 3. Amplify your content 4. Keep score to get more
FINDING YOUR “WHY”
Does your r Bra rand have a sto tory ry? “ A brand is the set of expectations, memories, stories and relationships that, taken together, account for a customer’s decision to choose one product or service over another. ” – Seth Godin
Why th this is matters McK McKinsey Bra rand Z Strong brands outperform weak brands by Top brands outperformed S&P 500 by 36% 20% , and generate a higher EBIT margin. between 2006 to 2013. Brand is the 3rd strongest influence on buyer decisions in US companies.
How to to codify your r sto tory ry Unique benefit the brand Why the intends to deliver to the company Purpose Promise customer exists Conveyed in human Medium-to-long characteristics, term strategic goal Vision Personality describes how the of the brand brand speaks to the world
Or r keep it it (re (reall lly) sim imple.. ... What What PURPOSE the makes & you world PROMISE needs special
And in in pra ractice.. ...
DEMONSTRATING LEADERSHIP VS CLAIMING IT
Conte textual conte tent marketing “ Marketing doesn’t change content’s purpose, content changes marketing’s ” purpose “ – Robert Rose The buyer journey is nothing more than a ” series of questions that must be answered. – IDC
Demonstratin ing le leadership vs cla laiming it it “ The Case for Content to be Core to All Communications as Key Reasons to Believe Marketing used to be about making a myth and ” telling it. Now it’s about telling a truth and sharing it. – Marc Mathieu, Unilever
Conte textual conte tent Resources
Knowledge center Case Studies White Papers, Infographics & Playbooks
#IA IAmGalen & monthly newsle letter While every Galeneer is exceptional and contributes their own special talents, the one specific thing we all have in common in our culture. Get to know us better with #IAmGalen:
Conte tent waste is is a $1 $100B opport rtunity
Im Improved communicatio ion
Tip ips fo for r gettin ing sta tarted Pla lanning – Defin efine Ru Rule les of f Su Surv rvey Competitors Content Cal alendar En Engagement with Agen gency for fo r Id Ideas (process & roles) (Imitation is the best form of flattery) Pro rovide Te Templates Fo For Communication – Me Measure Em Employee Contributors Company/Sales Updates Contribution thro through at a at a reg regular ca cadence (Meet them where they are) Sco Scoring & & Go Goals
AMPLIFY YOUR CONTENT
Conte tent must t re reach people le in in ord rder to to re reach it its potential
Amplif ify your r content Act Like a Publisher MarketingC harts.com Data Source: DataXu
Maximiz izing th the re reach of f your r content
Maximiz izing th the re reach of f your r content
Maximiz izing th the re reach of f your r content
In Inte tegrated im imple lementation OWNED EARNED BOUGHT ● Employees ● Media coverage ● Digital & print advertising ● Products / ● “Buzz” or referrals services ● S ponsorships ● Web properties ● C ontent ● C onferences ● Videos ● Event speaking ● Workshops / ● Partnerships events ● C ompany literature ● Awards ● Invoices and packaging ● C ompany HQ
The best way to to att ttract and engage customers is is organic Yet, marketers focus time, resources, and investments on other channels Social Paid 83% 5% 10% click on organic listings Organic Traffic 51% Email 17% Sources search 34% Display Referred Other click on ads
Earned media – th thought le leadership Yet, marketers focus time, resources, and investments on other channels
Paid media – sponsored content
Pro rogrammatic dis isplay
Tip ips fo for r content ampli lification • Find successful content in your niche • Find where it’s being shared • Go beyond social networks • Find who’s doing the sharing (influencers) • Copy what’s working for them • Build relationships with those who can help • Don’t treat amplification as “fire & forget,” learn & apply
MEASURE TO GET MORE
Measure to to get more re
Measure to to get more re MarketingC harts.com Data Source: The C MO Survey
Att ttributio ion – agree upon & get cre redit • All too often elusive • Ensure proper fields are setup in MA & C RM and incorporated into sales team workflow You might laugh, but a lot of companies invest in content marketing on the assumption that this is how it works: This is how content marketing really works:
Metrics On an ongoing basis, we will measure and monitor: 5% 20% conversion from Email open rate universe to Lead 10% 2% 300%+ Lead to Qualified Email C TR ROI Opp C onversion 0.5% <$50 Ad C TR Average C PL across all tactics
Measure & adapt Analyze Our Marketing ROI Understand which of our marketing activities are driving the best visitors, leads, and customers to our business. LEADS C USTOMERS VISITORS C ontacts database size Keyword rankings S ources ROI # of sales qualified leads Blog visits + readership Number of customers Blog subscribers Page views Lifecycle summary S ocial media reach C all to Action click-through Workflows progression Landing page conversion rate S ocial Media engagement Time from visitor to lead Time from lead to customer
Measure th the ROI I of f conte tent marketin ing REACH ENGAGE CONVERT RETAIN Organic Search Traffic Time on Site Leads Retention Rate Unbranded Search Bounce rate Subscribers Upsells Traffic Social shares Other conversions Subscriptions
Understand your r demand generation
For r how much should ld you ask? The marketing budget should be between 4-10% of expected revenue from this initiative. MARKET BUDGET AS % SOURCE WHAT IS MEASURED OF REVENUE Forrester B2B market budgets 4% C MO survey B2B products market budget 5.8% eMarketer B2B services market budget 5.9% Gartner Market budgets 10.9%
Budgeting overv rvie iew 2017 PROJ ECTED EXPENSES Q1 2017 Q2 2017 Q3 2017 Q4 2017 2017 Total Misc (Shipping, Travel, Education) 4% 11% 10% 5% 8% Paid Media 17% 23% 15% 10% 16% Events 41% 28% 30% 15% 29% SEM, SMO, AdWords 2% 4% 4% 3% 3% Agency Services 20% 31% 36% 24% 26% Swag 4% 4% 4% 3% 4% Licensing (Salesforce, Pardot, HA Logic) 11% 0% 0% 40% 15% Total 33% 21% 18% 27% 100%
Tip ips fo for r measurin ing to to get more re • Define metrics, measurements & KPIs • Ensure you are tracking it all (GA, MA, C RM) • Outline handoff with sales – establish lead thresholds & attribution • Interview sales to understand what works & doesn’t work • Evaluate and make adjustments (on spend, content, tactics) • Provide feedback to 3rd party
Questions?
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