INBOUND15 Why Publishers Need to Think Like Marketers Seth Nichols Owner/CEO, Longitude Media
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Why Publishers Need to Think Like Marketers
Seth NicholsOwner/CEO, Longitude Media
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Challenge #1: Diminishing customer value of display campaigns
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Challenge #2: Our Prospects areOur Competitors!
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Challenge #3: CPLs negotiated as a commodity
• All leads are NOT the same
• Not all customers understand
ROMI
FUNDAMENTAL DISCONNECT
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Marketers value a campaigns’ measurable ability to increase sales pipeline
Transportation vs. Railroad
Marketing vs. Publishing
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1) Align and Re-train your entire organization! 2) Identify Purchase Intent and PROVE IT:
– Acquire the tools and expertise required to remain relevant!
ACTIONS NEEDED TODAY!
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Action: Align Sales Organization
Contact (1,000) to MQL (32% / 320)
➔ SQL (32% / 102)
➔ Pipeline (28% / 29)
➔ Close (26% / 7 deals) = 0.75%
Sales must know funnels, metrics and marketing lingo(more than reach and demos…)
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Action: Align Editorial
• Team should understand
context: attract, identify,
nurture and convert high
quality prospects
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Action: Align Circulation
Reach vs. Quality
• 60,000 readers vs. 5,000
prospects in an active
product sales cycle,
TODAY
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1) Align and Re-train your entire organization! 2) Identify Purchase Intent and PROVE IT:
– Acquire the tools and expertise required to remain relevant!
ACTIONS NEEDED TODAY!
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Source: Forrester Research
Identify Purchase Intent
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• Map content to the buyer’s journey
• Use content to pick up explicit and behavioral purchase intent
HubSpot Implementation:• Lists, workflows, event triggers,
CTAs, lead scoring etc. combine to make the bigger picture
UnknownVisitor
Awareness
Consideration
PreferenceSale
Loyalty
Awareness
Consideration
PreferenceSale
Loyalty
Awareness
Consideration
PreferenceSale
Loyalty
SEOSocialDirect
Initial CTAs Include:• House Assets• Newsletters• Buyers Guides• Client Assets
EDITORIAL DRIVES …
PROGRESSIVE DATA CAPTURE
On-going Persona/Prospect IdentificationLead Nurturing
Target EmailOffers Target CTAs
Site Activity(Behavioral)
Other EventActivity (Behavioral)
ProductCategory A
ProductCategory B
ProductCategory C
DOWNLOADABLE ASSETS DRIVE …
# of LQLS
KnownContact
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• Industry benchmarks
• HubSpot workflows and automated
emails to launch surveys on
content and lead quality
Revenue:
$1,457,430 from $30,000 ➔ 2% ROMI
Pipeline:
$3,086,250 from $30,000 ➔ 0.97% ROMI
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Reminder: We are avalued marketing partner because….
Publishers have better visibility
to pick up purchase signals
• 70%+ reality
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Reminder: We are a valued marketing partner because….
Publisher’s content is more
highly valued by prospects.
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2) Use tools and processes your customers use
3) Prove your value for each campaign: Return on Marketing Investment
4) Build products for business predictability and inevitable downturns
1) Align organization with customer goals
• Publishers/sales teams of consultative marketers
• Content teams understand the buyer’s journey
• This is hard!
Be Marketers, Not Publishers
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QUESTIONS?
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