WHAT THE FUNNEL SarahBennight Health IT nerd Mom of three amazing superheroes Coffee junkie Todays Objectives Understanding the marketing funnel and relate that to how your CURRENT content fits throughout ID: 812536
Download The PPT/PDF document "Optimizing Your Marketing Funnel to Driv..." is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Slide1
Optimizing Your Marketing Funnel to Drive Results
WHAT THE FUNNEL?
Slide2@SarahBennight
Health IT nerd
Mom of three amazing
superheroes
Coffee junkie
Slide3Today’s Objectives
Understanding the marketing funnel, and relate that to how your CURRENT content fits throughout
Be able to identify
strategic content gaps in
your funnel
, and understand where you need more focusRepurposing content to fill immediate gapsOptimizing the funnel along different segments and buyer personas
Slide4As much as 2/3 of the purchase decision is made before a potential prospect interacts with a sales person
Did you know?
Slide5Slide647% of B2B buyers consume 3-5 pieces of content prior to engaging with a salesperson.
— DemandGen
“
Slide7WAIT WHAT FUNNEL?
Slide8Typical Marketing Funnel
Slide9BOFU
MOFU
TOFU
Generate
a customer
Encourage leads to make a purchaseGenerate LeadsCast a large net to potentially interested audienceGenerate Prospects
Connect with a select group of interested targets
Funnel Objectives
Slide10BOFU
MOFU
TOFU
Webinars, case studies, product videos, demos, free trials, ROI Calculators
G
uides, ebooks, whitepapers, infographics, educational videos, checklistsResource librariesMicrosites FAQsChecklists Case studiesVideos
Buyer’s guides Success kits
Content Types/Formats
Slide11Real life marketing challenge #1:I don’t have a content person, and I don’t have a ton of time to make all of this new fancy funnel content.
Slide12Content Gap Analysis
What content do I already have?
Where does my content fit into the funnel?
Can I retarget, or align for better results?
What additional content do I need to reach potential buyers
Slide13Content GAP Analysis -TOFU
Slide14Content GAP Analysis -MOFU
Slide15Content GAP Analysis -BOFU
Slide16GAP Analysis Results
Not enough TOFU content to attract and drive lead generation
Weak case studies in the Live Voice solutions and products
Some content could be tweaked into other areas, needed rework
We didn’t have what we thought we needed to drive marketing automation and meet ROI
Slide17Solution
Planned 2017 with multiple types of TOFU content
Work with sales to identify cases studies for live voice
Create larger format content that can be broken down into smaller pieces, easily digestible
Slide18Slide19Content Hacking
Built one long form content piece
Took insights and stats, and formed an infographic
Easy to digest graphical content for social media
Blog pieces for each major segment of the paper/eBook
Taking the messaging evolution and adapting our product sales sheets
Slide20We had built some great content. We thought it was amazing.
But it fell flat.
WHY???
Slide21Your marketing
strategy can be much more powerful when you align content to the buyer journey throughout each stage of the funnel
But how?
Slide22According to Hubspot: 65% of marketers are still challenged when it comes to understanding which types of content are effective and which types aren’t.
They struggle creating the right content, for the right people, at the right time.
“
Slide23Consideration
Decision
Awareness
Buyer Journey Phases
Source:
Hubspot
Slide24Awareness Phase-TOFU
Everyone
starts in this phase.
B
uyer seeks a
greater awareness of their problemExperiencing pain, challenge or even an opportunity they haven’t experienced before. May not eve realize they have a problemGoal is to better understand their symptoms, the problem and their
optionsKeep in mind not every lead that
comes to your website is in this phaseThere are two types of buyers in this phaseUnaware they have a problemAware they have a problem, but aren’t sure what the solution is, or if there is one
Slide25Content for the top of the funnel should drive awareness
Types of content buyers want?
You create
List of symptoms
Lists
Industry specific information and dataeBooksDetailed descriptions of issuesWhitepapersThought leadershipSocial media postsPodcastsEducational webinars/videos
Slide26Consideration Phase-MOFU
Buyer has recognized the problem causing the pain point
R
eady
to learn more about the specific details of your brand, products, and
servicesGathering information about potential solution providersUse content to consistently engage and inform (nurture leads)Ensure the buyer searching has enough information available to continue considerationGoals:
Differentiate from the competitionStay top of mind
Slide27Content for the middle of the funnel should educate, solve, differentiate and persuade
Types of content buyers want?
You create
What’s different about you?
E-books and guides
Can you really solve my problem?Resource librariesAnswers to their questionsSuccess kitsComparison chartsBuyer’s guidesCase studies
Checklists
Slide28Decision Phase-BOFU
Help the
potential buyer overcome
objections
Address
the needs/wants/concerns of those who are close to commitmentImportant for sales marketing to work together on this phaseTypically sales owns the relationship at this point, but relies on marketing for contentUse helpful, interactive pieces of content
Slide29Content for the bottom of the funnel should answer questions and create confidence to convert prospects to customers
Types of content buyers want?
You create
Pricing
Online demos
Security/compliance infoFree trialsDetailed product demoProduct solution sheetsSolution specs and detailsClient stories/referencesClient success stories
Slide30Slide31Slide32Slide33While content created for the funnel stages is more strategic, it lacks targeted key buyer information that can speed up funnel conversion.
Slide34CMO
CFO
COO
Map the buyer journey for each of your buyer personas creating multiple funnels of targeted content.
Slide35Key Steps to Optimize Your Funnel
Create a content inventory
Map content to the stages of the buyer journey
Repurpose and slice existing content to fill immediate gaps as you are able
Identify any targeted buyer personas to take your content to the next level
Research buyer persona journey by interviewing clientsCreate any additional content, or retarget existing content by adding key phrases and words that match persona dataAlways monitor content and retarget content that falls flat
Slide36Thanks!
You can
find me at:
@
sarahbennight
sarah.bennight@stericycle.comAny questions?