At the ON24 Lead to Revenue Road Show in Chicago lots of facts and experiences were shared about what’s working and what is not in digital marketing. Presenting at the Show last week were reps from ON24, a cloud-based webcasting and virtual communications company, Forrester Research Analyst Lori Wizdo and Cam Brown, CEO of King Fish Media, an integrated marketing firm. The consensus was high performing companies use active content marketing strategies to expand and deepen their relationships with customers. What do active content strategies look like?
Top Performers vs. Low Performers
Ms. Wizdo framed Forrester survey results from marketing decision makers at high tech North American B2B companies this way: top performers vs. low performers and active vs. passive digital marketing strategies. Results on lead generation show that 93% of those surveyed identified websites as high lead generators, next was trade shows & events 81%, content marketing 78%, webinar/webcasts 74%, search engine optimization 70%, and email marketing 70%. The research shows that the top performing companies actively engage during the lead nurturing phase with email marketing campaigns, webinars and seminars.
First generation lead nurturing no longer works well in the contemporary digital marketing world. Its emphasis is on the company not the customer, drip marketing, and sales harassment. New lead nurturing emphasizes the “customer journey.” Response is customized to the particular content chosen by the prospect or customer. Relationships are established and maintained via content, whether downloaded, selected or shared.
Marketers are sending information that helps the prospect with decision-making. As social media strategist Jay Baer says, “Helping is the new selling.” Six or more touches are often required for lead generation. At top performing companies 38% of the sales pipeline was marketing-sourced vs. 25% for bottom performers. They are measuring time frame to purchasing and identifying prospects’ pain or need. Sales reps are engaging later in the buying cycle.
Fresh Content & Real Time
Social marketing is no longer just about broadcasting but offers a way to engage customers in real time. It must include a stream of fresh content that strikes a balance between helping and selling. Webcasting tools now allow for strong branding, enhanced interactivity and extensive sharing.
A poll of those attending the Show revealed that the top marketing challenges were Engaging an audience and Analyzing performance. The greatest content challenges were Lead nurturing and Reactivation of lapsed customers.
Cam Brown advised on crafting a content approach using common themes and storytelling. In the story, products and benefits can be the heroes. However, the content must be credible. Sources may include subject matter experts (inside or outside the company) and journalists.
“Custom content represents the future of marketing,” says Brown. He believes content drives long-term relationships. “Engage audiences by creating an immersive environment that generates enthusiasm, inspires, and creates trust.” It should all be opt-in, permission based. Content strategies must be tied to business objectives.
While digital marketing evolves measure what is working and what is not for your particular company and audience. Don’t abandon the old (if it works) just for something new. For instance, it is possible to use a “passive” method such as a newsletter and make it “active” by syndicating it to target audiences on social media sites, adding links or polls or new offers.
ON24 did a great job of exemplifying the kind of content culture people want to engage with. The presenters provided good information, readily answered questions and engaged us with demonstrations. Are you ready to actively engage your audience?
