#HubSpotIPS Why Publishers Need to Think Like Marketers Seth Nichols Owner/CEO, Longitude Media
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
#HubSpotIPS
Why Publishers Need to Think Like Marketers
Seth Nichols Owner/CEO, Longitude Media
Owner, CEO
@CAD_Mktg
SETH NICHOLS
FUNDAMENTAL DISCONNECT
Publishers value old business models
• Brand strength
• Reach
• Audience Demos
Marketers value campaigns’ measurable ability to increase sales pipeline
Transportation vs. Railroad
Marketing vs. Publishing
Challenge #1: Diminishing customer value of display campaigns
Challenge #2: Our Prospects are Our Competitors!
Challenge #3: CPLs negotiated as a commodity
• All leads are NOT the same
• Not all customers understand
ROMI
Source: Forrester Research
1) Align and Re-train your entire organization!
2) Acquire the tools and expertise required to remain relevant!
ACTIONS NEEDED TODAY!
Action: Align Sales Organization Must know marketing metrics, funnel metrics, language:
Contact to MQL (32%) ➔ SQL (32%) ➔ Pipeline (28%) ➔ Close (26%) = 0.75%
1000 contacts ➔ 320 MQls ➔ 102 SQLs ➔ 29 Pipeline ➔ 7 deals
Cadalyst: 420 SQLs ➔ 309 Pipeline (74%) ➔ 146 Close
(47% total / 69% to client)
A word about “Value Add”....
• Market intelligence
• Buyer’s journey research
• Campaign best practices
Action: Align Editorial
• Team should understand
context: attract, identify,
nurture and convert high
quality prospects
Source: Forrester Research
Editorial and Content Marketing
Action: Align Circulation
Reach vs. Quality
• 60,000 readers vs. 5,000
prospects in an active product
sales cycle, TODAY
• 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
ACTION #2: Acquire the Tools and Expertise Required to Remain Relevant
How to Prove It • 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
Reminder: We are a valued marketing partner because….
1) Publishers have better visibility
to pick up purchase signals
• 70%+ reality
Reminder: We are a valued marketing partner because….
2) Publisher’s content is more highly
valued by prospects.
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
Related Documents
