Michael Brenner CEO, Marketing Insider Group Author, The Content Formula @BrennerMichael
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Michael BrennerC E O, M a r ke t i n g I n s i d e r G ro u pA u t h o r, T h e C o n t e n t F o r m u l a@ B re n ne r M i c ha e l
What is the biggest challenge for B2B
Marketers today?
More leads
Higher quality leads
Marketing and Sales Alignment
Deliver more creative campaigns
Develop more content
Demonstrate ROI
Other
93%~ A d A g e
81%~ C M I / M P r o f s
68%~ C M O C o u n c i l
B2B CMO’s greatest
challenge is showing
measurable ROI.
B2B Marketers claim
measuring marketing
effectiveness is their
greatest challenge
CEOs Expect
Marketing
To Deliver ROI
@BrennerMichael
@BrennerMichael
LinkedIn2003
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LinkedIn2003
Facebook2006
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LinkedIn2003
Facebook2006
iPhone2007
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LinkedIn2003
Facebook2006
iPhone2007
Snapchat2010
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@BrennerMichael
The business buyer is now in control over where
information is consumed
Start Finish
BUYER90%SALES REP10%
B u y e r ’ s J o u r n e y
@BrennerMichael
@BrennerMichael
What is Content Marketing?
Social Media Sharing
Webinars
Ebooks
Sponsored Blog Posts
Viral Videos
Customer Testimonials
Native Ads
All of the above
Content . . .
is not Content Marketing
Social Media . . .
is not Content Marketing
Native Ads . . .
is not Content Marketing
@BrennerMichael
The Difference Between
Content and Content Marketing
is a Destination You OWN
CONSISTENTCUSTOMER -
FOCUSED
https://marketinginsidergroup.com/content -marketing /best-content-marketing-examples/
@BrennerMichael
Content Marketing
platforms are
assets you own
with real value
that grows over
time.
Need proof…
@BrennerMichael
-
100,000
200,000
300,000
400,000
500,000
600,000
0
100
200
300
400
500
600
Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15
Traf
fic
# A
rtic
les
Content Marketing Revenue
@BrennerMichael
M a r k e t i n g M a n a g e rC a p G e mi n i
@BrennerMichael
P h i l M i c k e l s o n
C h r i s t e l B o e l j o n
T i g e r W o o d s
@BrennerMichael
Ask : 0.1% ad budget
Goal : Raise Awareness
Measure : 1M visitors
@BrennerMichael
Ask : 0.1% ad budget
Goal : Raise Awareness
Measure : 1M visitors
Result : $1 Million in Sales
@BrennerMichael
Goal : Double traffic and sales
Results : $24 Million in Sales
@BrennerMichael
@BrennerMichael
There’s a
for
Marketing
ROI
Develop the Business Case
Find The Budget (And
Time)
CalculateThe ROI
ContentMarketing
What Brands Publish
WhatCustomers
Want
E m p at hy C h a r i t yB u s i n e s s I n st i n c t
@BrennerMichael
@BrennerMichael
www.health.clevelandclinic.org
Top source for health care
information w/ +2M visitors per
month
@BrennerMichael
AMEX OPEN Forum is the largest
source of new leads for AMEX’s
Small Business Division
@BrennerMichael
@BrennerMichael
@BrennerMichael
@BrennerMichael
KeywordVolume
Questions / ConcernsStagePersona
100What is / are?
Why importantEarly
10How to?MiddleYour Customers
1Who?
How much?
Where?
late
@BrennerMichael
Quizzes
Articles
News
Infographics
Social Content
How-To Guides
Video
Whitepapers
Webinars
Podcasts
Events
Newsletters
Customer Profiles
CONTENT MARKETING
PRODUCT MARKETING & ADVERTISING
Case studies
Product content
Offers
Brochures
Customer Testimonials
Ads
5
15
80
100
10
1
@BrennerMichael
@BrennerMichael
@BrennerMichael
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0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Traffic from Organic, Social & Referrals
Organic Social SAP Owned Referrals
Where’s the ROI?
@BrennerMichael
@BrennerMichael
16.9 XReturn On
Investment
$100,000 Budget
$1 Million in search traffic$250,000 in email list growth $540,000 in lead conversion to sales
$1,790,000 in Value / Investment
@BrennerMichael
There’s afor
Marketing ROI
Develop the Bus iness Case
F ind The Budget (And T ime)
Ca lcu lateThe ROI
@BrennerMichael
ROI( R e v e n u e – I n v e s t m e n t )
Investment
@BrennerMichael
@BrennerMichael
C o n t e n t N o t U s e d
70%
C o n t e n t U s e d
30%
Content Waste is a
$* Source: Econsultancy
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@BrennerMichael
@BrennerMichael
@BrennerMichael
@BrennerMichael
@BrennerMichael
E x e c u t i v e P o w e r P o i n t s
Re-Purpose
W h i t e p a p e r s
C u s t o m e r S e r v i c e a n d S a l e s F A Q s
Y o u r e m a i l s = a n s w e r s
@BrennerMichael
A c t a s a j o u r n a l i s t s a t e v e n t s
OPP (OPC)
C o v e r c o m p e t i t o r a n d i n d u s t r y r e s e a r c h
A s k 2 n d - t i e r i n f l u e n c e r s t o s h a r e t h e i r w o r k
@BrennerMichael
C r e a t e a l i s t o f t o p i n f l u e n c e r s
Create Stuff Easy
► b e s t c o n f e r e n c e s ► b e s t q u o t e s ► b e s t s t a t s i n y o u r i n d u s t r y
E x t r a c t t h e e x p e r t i s e i n s i d e y o u r c o m p a n y ( e x p e r t s a n d c u s t o m e r s )
► W h a t i s …► W h y i m p o r t a n t . . .► H o w t o a c h i e v e s u c c e s s w i t h . . .
@BrennerMichael
@BrennerMichael
There’s afor
Marketing ROI
Develop the Bus iness Case
F ind The Budget (And T ime)
Ca lcu lateThe ROI
@BrennerMichael
What skills do we need to calculate
Marketing ROI?
PhD in Mathematics
Finance Degree
Advanced / Predictive analytics
Artificial Intelligence / Machine Learning
Omnipotence
Grade School Math
@BrennerMichael
@BrennerMichael
ROI( R e v e n u e – I n v e s t m e n t )
Investment
@BrennerMichael
RETAINCONVERTENGAGEREACH
UpsellsEVENTSBounce rateUnbranded Search
Traffic
DEAL VISIBILITYSocial shares
Retention RateLEADSTime on SiteOrganic Search
Traffic
Subscriptions
@BrennerMichael
The Va lue of Organic Search
(Paid Search CPC X Organic Search Traffic)
@BrennerMichael
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Traffic from Organic, Social & Referrals
Organic Social SAP Owned Referrals
The Value of Organic Search =
($2 CPC X 500,000) = $1 Million
@BrennerMichael
The Va lue of Unbranded Search
(Paid Search CPC X Unbranded Organic Search Traffic)
@BrennerMichael
RETAINCONVERTENGAGEREACH
UpsellsEVENTSBounce rateUnbranded Search
Traffic
DEAL VISIBILITYSocial shares
Retention RateLEADSTime on SiteOrganic Search
Traffic
Subscriptions
@BrennerMichael
25
18
15
23
20
Brand Market Share
Comp #1
Comp #4
Comp #5
Comp #2
Client #3
30
1815
33
5
Brand Digital Share
Comp #1
Comp #4
Comp #5
Comp #2
Client #3
@BrennerMichael
The Va lue of D ig i ta l Fa i r Share
(Online Share of Search Traffic / Market Share *100)
► 5/ 20 * 100= 25 / 100
► 10 Million Business X 4 = $4,000,000
25
18
15
23
20
(Online Share of Search Traffic / Market Share *100)
The Va lue of D ig i ta l Fa i r Share
@BrennerMichael
RETAINCONVERTENGAGEREACH
UpsellsEVENTSBounce rateUnbranded Search
Traffic
DEAL VISIBILITYSocial shares
Retention RateLEADSTime on SiteOrganic Search
Traffic
Subscriptions
A n d a r e
t h a n n o n -su bsc r ibe r s
The Va lue of Subscr ibers
(Sales from Email Nurture / List Size)
The Va lue of Subscr ibers
(Sales from Email Nurture / List Size)
► $10 Million / 400,000
= $25► 10,000 subscribers x 25
= $250,000
CRAZY
Math ahead!
@BrennerMichael
(Content Marketing Leads X Conversion Rate
X Avg. Sale Price)
T h e Va l u e o f C o n t e n t M a r k e t i n g L e a d s
1,000 leads x 3% MQL
► x 50% Sales Accepted (SAL)
► x 50% Sales Qualified (SQL)
► x 40% Closed / Won
► x $180,000 Average Selling Price (ASP) =
($540,000 - $100,000) / $100,000
=
@BrennerMichael
@BrennerMichael
L i f e t i m e Va l u e $ $ $
T h e Va l u e o f R e t e n t i o n =
R e t e n t i o n R a t e $ $ $
N o n - S u b s c r i b e d C u s t o m e r s
R e v $ $ $ p e r S u b s c r i b e d C u s t o m e r s
V s
@BrennerMichael
( former) Digital Marketing Manager
Blue Cross BlueShie ld of Alabama
@BrennerMichael
Birmingham, Alabama Area I Insurance
Current
Cadence Bank, NA.
Previous
Blue Cross and Blue Shield of Alabama. lntermark
Group. Aha Digital. LLC
Education
Brigham Young University
VP, Dig i ta l Market ing
@BrennerMichael
C a l c u l a t e T h e R O I
F i n d T h e B u d g e t ( A n d T i m e )
D e v e l o p t h e B u s i n e s s C a s e
@BrennerMichael
D e l i v e r s B u s i n e s s R e s u l t s
S T O P S p e n d i n g T i m e & M o n e y o n C a m p a i g n s
C r e a t e C o n t e n t P e o p l e A c t u a l l y
W a n t
@BrennerMichael
@BrennerMichael
BUILD THE
BUSINESS CASEFIND THE BUDGET MEASURE RESULTS
@BrennerMichael
Michael BrennerCEO, Marketing Insider GroupAuthor, The Content Formula
Contact:m ichael@market ing ins idergroup.com
@BrennerMichael
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