Content Marketing World 2013

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“Content Marketing In the Age of the Empowered

Customer”

Rob YoegelContent Marketing Director, Monetate

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From asking for directions . . .#cmworld

To getting directions

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To getting directions . . .

In the Age of the Empowered Customer,the rules have changed.

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One size fits all?

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One size fits none!

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The Apple Effect#cmworld

Apps

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Customers are expecting smarter, more relevant experiences.

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For the marketer who can deliver, the customer will reward you.

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Source: eConsultancy

6%

33%

61%

Yes, Definitely Yes, Somewhat No

94% of companies agree that delivering a relevant experience ‘is critical to business performance’

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Source: eConsultancy

19% Uplift in sales

By delivering more relevant and personalized experiences.

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experience matters

Source: Gartner

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Your customers are no different

Your customers are no different.

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Click-throughsMarketing InfluenceContact/Demo RequestsConversions

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It is imperative for us to reinvent our programs

to engage the Empowered Customer.

Relevant. Smart. Impact.

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The MonetateContent Marketing

Program

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Tipping Point?

100%

75%

50%

25%

57%

40%

20%

75%

92%100%

Marketing Influence on Revenue

2010 2011 2012 2013 2014 2015

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Reach(Lead-gen)

Impact(In-funnel)

Reaching the Tipping Point

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Reach(Lead-gen)

Impact(In-funnel)

Reaching the Tipping Point

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The Reach Effect:Contacts at 82% of new business closed in the 1H 2013 attended at

least one webinar.

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How we are responding to the Empowered Customer.

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Greater Content Marketing focus on Impact vs. Reach.

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Personalize for our best prospects.

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REICompany

Retail (Sporting Goods)Industry

VP, EcommercePersona

ContentProfile Actions

Customer Stories

Case Studies

Videos

Webinars

PROSPECT OPTIMIZATION PROGRAM

Hero Sliders

Visual Search

Right Rail

Content Blocks

Copy

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Don’t forget about existing customers.

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The Result:A 225% increase in contract size

directly attributed to this webinar.

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The Result6 issues, 3,029 MQLs, influenced over

$700K in up-sell business and$200K in new wins.

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ContentProfile Actions

Customer Stories

Case Studies

Videos

Webinars

CUSTOMER UP-SELL PROGRAM

Insert Banner

Recommendations

PatagoniaCompany

Retail (Sporting Goods)Industry

VP, EcommercePersonas

Merchandising Manager

Web Operations

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Your customers are no different

Start Your Move from Best Practices to Next Practices.

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Techniques for Content Marketers in the Age of the Empowered Customer4 #cmworld

1. Conversion Events

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1. Conversion Events

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2. Attribution Mapping

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100%

75%

50%

25%

3. Let the voice of your customer guide you

Early Mid Late

Infographic CaseStudy

eBook Blog WhitePaper

Webinar Research(EQ)

Content Stage

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4. Deliver the smart, relevant experiences your prospects and customers deserve

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Content Marketing in the age of the empowered consumer.

Relevant. Smart. Impact.

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Rob Yoegel, Content Marketing Director

@robyoegelrobyoegel@monetate.com

follow @monetate on

monetate.com/resources

Thank You!

#cmworld

“Content Marketing In the Age of the Empowered

Customer”

Rob YoegelContent Marketing Director, Monetate