Jon Lombardo, 3XE Digital Content & Social Media Marketing Conference

SCALING A PERSONALIZED

CONTENT STRATEGY

@JonLombardoContent marketing lead, EMEA

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THE RELEVANCE IMPERATIVE

PRODUCING RELEVANT CONTENT IS YOUR BIGGEST OPPORTUNITY

PRODUCING IRRELEVANT CONTENT IS YOUR BIGGEST THREAT

66%44% OF RESPONDENTS WOULD CONSIDER

ENDING A BRAND RELATIONSHIP BECAUSE OF

IRRELEVANT CONTENT, AND AN ADDITIONAL 22%

WOULD DEFINITELY END THE RELATIONSHIP

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BUILDING BRAND

RELATIONSHIPS IS INCREASINGLY

DIFFICULT

90%of the buying process

is over before customers reach out

directly.

Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October

2012

BUYERS DON’T SELF-IDENTIFY EARLY IN THE SALES PROCESS

10pieces of content

are consumed before a purchasing decision

is made.

Source: Zero Moment of Truth Study, Google

RELATIONSHIPS TAKE TIME (AND GREAT CONTENT)

EVEN GREAT CONTENT FAILS TO BUILD RELATIONSHIPS 99% OF THE TIME

5%

Fill out a form*

20% Open emails**

1%

Opportunities captured

*B2B campaign form conversion rates range from 1-5%, Sirius Decisions Benchmark Survey. **Ayaz Nanji, “Email Open and Click-Through Rates: Benchmarks by Vertical,” MarketingProfs, May 13, 2013

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THERE’S NEVER BEEN A BETTER TIME TO BE A

MARKETER

YES, I AM BEING SERIOUS

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HOW LINKEDIN CAN HELP POWER

‘RELEVANCE MARKETING’

12

BUILD BETTER BUYER

PERSONAS

WHO VISITS YOUR WEBSITE

Consumer Goods

Corporate

Finance

High Tech

133

246

174

601

WHAT THEY DO

Business OperationsBusiness Owner

CEO/Executive DirectorFounder/Partner

IT/TechnologyMarketing Specialist

Advertising & CommunicationsRetail Locations

SalesSalesperson

325143

116119

208126

222148

208185

HOW SENIOR THEY ARE

CXO

Director

Entry Level

Manager

Owner

Senior Level

Vice President

243

215

389

248

230

464

108

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BUILD BETTER CONTENT

MARKETING

PICK THE RIGHT TOPICS

web marketing

business intelligence

employee engagement

online advertising

cloud computing

Top Trending Topics (January 2014)IT Committee

WRITE COMPELLING ARTICLES

CLOUD COMPUTING• Gartner Identifies the Top 10 Strategic Technology Trends for 2015 : gartner.com• Hewlett-Packard Announces Breakup Plan as Technology Landscape Shifts : nytimes.com

ONLINE ADVERTISING• The cookie is dead. Here’s how Facebook, Google, and Apple are tracking you now :

venturebeat.com• There’s Something Going On In L.A. : techcrunch.com

EMPLOYEE ENGAGEMENT• Here’s Why Good Employees Quit : linkedin.com• 9 Reasons to Quit Your Job As Soon As You Can : linkedin.com

BUSINESS INTELLIGENCE• Gartner's Top 10 Strategic Technology Trends for 2015 : forbes.com• Create a Strategy that Anticipates and Learns : blogs.hbr.org

WEB MARKETING• 5 Trends Your Marketing Team Should Budget For In 2015 - Forbes : forbes.com• Facebook Launches Hyper-Local Ads Targeted To People Within A Mile Of A Business :

techcrunch.com

Example Articles per Trending Topic

MAP CONTENT TO THE BUYER JOURNEY

60%

30%

10%

20

BUILD BETTER BUYING

CYCLES

NURTURE DIFFERENT SEGMENTS

Features

Home

Pricing

Search

119

1264

383

Total Visitors14,570

BASED ON BUYER BEHAVIOR

Business Operations

Business Operations

CXO

CXO

High Tech Sector Followers

High Tech Sector Followers

Pricing Page vs. Home Page - Correlations

PricingHome

A/B TESTED MESSAGING

30% LIFT

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BUILD BETTER

DISTRIBUTION PLANS

BUILD THE RIGHT RELATIONSHIPS THROUGH PERSONALIZED CONTENT

ACHIEVING RELEVANCE MARKETING AT SCALE

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GET BETTER BRAND PERFORMANCE

Unaided Brand Awareness (First Mentions)

Significant difference at 90% confidence level.

Net Promoter Score (NPS)

Unaided Brand Awareness (Total Mentions)

Aided Brand Awareness

Brand Favorability (Top 2 box)

Consideration (Top 2 box)

Recommendation (Top 2 box among users)

Ad Recall

Message Association

Overall Audience

Control Exposed

16% 23%

47% 52%

100% 100%

82% 86%

79% 90%

51% 44%

33 26

9% 12%

23% 21%

Attribute: Service

Attribute: Value

Attribute: Quality

87% 91%

75% 73%

92% 91%

In-Market Audience

Control Exposed

11% 28%

47% 53%

100% 100%

77% 88%

81% 89%

44% 38%

26 20

11% 19%

24% 22%

87% 90%

74% 73%

92% 92%

MOVE THE RIGHT NEEDLES

DRIVE THE RIGHT LEADS

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FOUR KEYS TO‘RELEVANCE MARKETING’

KEY TAKEAWAYS

1. KNOW YOUR AUDIENCE

2. DELIVER THE RIGHT CONTENT TO THE RIGHT PERSON AT THE RIGHT TIME

3. TEST AND LEARN (AND ACTUALLY DO IT)

4. MEASURE, OPTIMIZE, AND INVEST TO PERFORMANCE

THANKYOU

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