#cmworld “Content Marketing In the Age of the Empowered Customer” Rob Yoegel Content Marketing Director, Monetate
Content Marketing World 2013
Oct 17, 2014
Today’s online everywhere customer demands smarter more relevant communications than ever before. It’s imperative for content marketers to embrace the empowered customer head on through real-time personalization and customer-centric approaches.
Hear how the award-winning content marketing team at Monetate has reinvented its inbound program to drive record results for the business. You’ll learn the latest content personalization techniques, how to switch from a reach to impact focus, along with customer up-sell programs that delight customers, drive revenue and improve other key metrics.
While it’s easy to simply follow the leaders, strive to become a content marketing innovator and move from best practices to next practices.
Hear how the award-winning content marketing team at Monetate has reinvented its inbound program to drive record results for the business. You’ll learn the latest content personalization techniques, how to switch from a reach to impact focus, along with customer up-sell programs that delight customers, drive revenue and improve other key metrics.
While it’s easy to simply follow the leaders, strive to become a content marketing innovator and move from best practices to next practices.
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#cmworld
“Content Marketing In the Age of the Empowered
Customer”
Rob YoegelContent Marketing Director, Monetate
#cmworld
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
follow @monetate on
monetate.com/resources
Thank You!
#cmworld
“Content Marketing In the Age of the Empowered
Customer”
Rob YoegelContent Marketing Director, Monetate
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