Ahhh, the holidays. A time when marketers can kick back, relax and reflect on a successful year. Kidding! Not quite.
The reality is, you’re scrambling to fine-tune your corporate holiday card, hit your Q4 numbers and keep up with the day-to-day. Never fear. A Christmas miracle has arrived!
With very little effort on your end, you can give your existing content pieces a festive face lift.
In this SlideShare by LeadMD, SnapApp, and Uberflip to learn how repackaging content can help you:
- Generate new buzz (or was that the egg nog?)
- Warm up cold prospects
- Close end-of-year deals
5. @uberflip#uberwebinar
Interactive Content
FOR HOLIDAY
CAMPAIGNS
1.) Add an engaging spin to your
content with themes and two-way
conversations
2.) Re-gift your content for the right
audience by repurposing what you
already have
3.) Create fun experiences for your
audience
WARM UP YOUR MARKETING
7. @uberflip#uberwebinar
91% of buyers prefer
more interactive/visual
content that can be
accessed on demand.”
“
- Demand Gen Report
IT’S WHAT YOUR AUDIENCE WANTS
9. WHAT ARE THE BENEFITS?
Calls to action that
deliver higher click-
through rates
10. WHAT ARE THE BENEFITS?
Calls to action that
deliver higher click-
through rates
5x industry average
increase in lead
conversion rates
11. Calls to action that
deliver higher click-
through rates
5x industry average
increase in lead
conversion rates
Better data for lead
scoring and faster
MQL creation
WHAT ARE THE BENEFITS?
12. @uberflip#uberwebinar
What happens to all the
data you collect?
Streamline new data into your
marketing automation forms
Collect more detailed
information from your prospects
Provide your sales team with
more qualified leads
ARM YOUR SALES TEAM
16. @uberflip#uberwebinar
Use the themes &
messages of your core
content to create related
pieces that build the
strength of your brand’s
connection.
REPURPOSE YOUR CONTENT
19. @uberflip#uberwebinar
WINTER THEMES – USE YOUR CALENDA
R!
December
Chanukah
Winter Solstice
Cat Herders Day
Festivus
Christmas
January
New Year’s Day
Elvis Presley’s Birthday
Martin Luther King Jr. Day
Poetry at Work Day
Opposite Day
February
Super bowl
Groundhog Day
Valentine’s Day
Flag Day in Canada
Chinese New Year – Year of the
Dog
30. @uberflip#uberwebinar
Blog post White Paper
Event
Success
Stories
Demo
Request
Early Stage: Awareness
Middle Stage: Consideration
Late Stage: Decision
Webinar
NO RANDOM ACTS OF INTERACTIVE
31. @uberflip#uberwebinar
Blog post White Paper
Event
Success
Stories
Demo
Request
Assessment Calculator
Sales Qual.
Assessment
Product
Picker
Early Stage: Awareness
Middle Stage: Consideration
Late Stage: Decision
Webinar
NO RANDOM ACTS OF INTERACTIVE
33. STRATEGY | TACTICS | CONTENT & CREATIVE | DEVELOPMENT | TRAINING
Fuel Your Funnel
with Repurposed Content
34. 7+
MEET JAMIE
T H E O P T I M I S T
Years in digital marketing
Marketo Certified Solutions Architect
4 cuddly mutts, 1 is my husband
Midwesterner at heart
CUSTOMER SUCCESS DIRECTOR
53. Partner Email Scripts
Hi William,
We are so excited to welcome you to the [Partner Name] family.
As you begin outlining your account-based strategy, I highly recommend
LeadMD as a guide. Clients who go through their workshop see revenue
50% faster than those who do not.
Let me know if you’d like an intro.
Best,
[Partner Name]
55. SDR/Customer Success Email Scripts
Hi Lisa,
My CEO and other ABM leaders just finished a report centered
around ABM. LeadMD’s framework, which most recently helped
[Big Name Client] achieve 50% more engagement in target
accounts, is included.
Check it out: LINK
Are you available this Friday afternoon to review our
framework?
Best,
McKenzie Keefe
56. Targeting Executives
Although the MOF campaign was fun, it’s a little too long to
send to an executive or CMO
To make it more impact full for the C-Suite, take overview and
make it into a one-pager.
Direct mail is also a great strategy when you’re going after big
accounts and know your buying committee.
Executives love podcasts – Try to be featured on the podcasts
your audience listens to.
57. Results!
Cost: $3,000
Total Acquired Names: 545
Total Acquired Accounts: 138
Total Engaged Names: 14,562
Influenced Pipeline: $316,841
Sourced Pipeline: $10,000
Notas do Editor
Before we dive in to the presentation, I’ll tell you a little bit about me and why I’m leading this session. At the heart of who I am, I am a teacher and a consultant. That translates well to my role today. I lead a team of consultants at a digital marketing agency. So I get to teach my team AND consult around digital marketing. We talk about content a lot. And surprisingly, despite the abundance of thought leadership about content today, in 90% of the companies I work with, nobody really has it figured out.
Most of the time, it boils down to this. Content is hard. I know I should be creating content to generate brand awareness BUT I’m not creative enough. I know I should be creating content to push leads through my funnel, but it costs a lot of money. I know I should be creating content for sales to help close deals, but the sales team is resistant to marketing’s help. I know I should be creating content for our customer success team, but that’s not a priority right now.
And hey, I get it. I justify my actions all the time. I know I should be going to the gym BUT The Voice is on tonight and if I let that half bottle of wine sit for one more day, it will probably get oxidized.
This is content. Well, actually it’s a turkey. It’s a good looking turkey. How many people’s turkeys looked like this last Thursday? Mine either. And how many people have eaten turkey for leftovers for the last week? Me too.
Do you get it? Turkey is content. On Thanksgiving, we cook up this giant bird to serve up on one glorious occasion and then proceed to slice and dice this thing for weeks on end. In the last week, I’ve eaten turkey sandwiches, black been turkey quesadillas, turkey chili, and turkey salad, which by the way is much better than chicken salad in my opinion.
The point is, CONTENT is just like turkey. One big piece of content can be sliced and diced in lots of ways! The only difference is that a good piece of content can last you much longer than a turkey can….it can last you years.
This is LeadMD’s CEO, Justin Gray. One day, Justin came in and said to us “Guys, we really need to help our clients with account based marketing. Everyone is talking about it, but nobody knows what they are doing. We know what we are doing. We can help. How do we get people to come to LeadMD to implement an account based marketing strategy?”
And luckily, Justin is surrounded by talented consultants. We had SO many ideas. But our main idea focused on one thing: We need to let the people know that we can help! We needed a big piece of content that was catchy, educational and showed HOW we could make ABM a reality. We had all settled on the idea. But we had one major problem.
When Justin asked, “who wants to write this content?” This was our reaction. We are all busy consultants. We can write content for our clients all day, but taking on another project of this size felt daunting. And I imagine many of your meetings are like this too. This leads me to the first common pitfall I hear clients tell me. We don’t have the resources.
So we had our main purpose. We need to help our clients implement an ABM strategy. We knew content could help solve that challenge. We had ideas for what we wanted the content to be, but we had nobody to write the content.
Those are all great thoughts. Quite frankly, I couldn’t have come up with those ideas on my own!
If you haven’t made the connection between what I’m trying to say yet, here’s the breakdown: Crowdsource! When I go back to work, I’m going to write a blog post on how marketers produce content when they don’t have any resources. And I’m not going to have to come up with ANY ideas because you all just gave me a TON of good ones!
Together, these influencers created a pretty wicked piece of content. It was called “Monsters of Funnel.” It was a catchy rock theme that we knew marketers would gravitate toward because we marketers are rock stars. Ammi right?
So that’s what we did at LeadMD. We used influencers. These aren’t their real photos. But man remember that picture of Justin? The guy in the upper left hand corner sure looks a lot like him!
All of these avatars on the screen are people who are in the account based marketing world. They are executives for tech vendors. Katie works for Discover Org – a data append vendor. If you don’t know anything about the accounts, their solution helps. Todd McCormick is the CRO at Terminus, which allows you to retarget people who work at a specific account. And Heidi Bullock works at Engagio…a platform that allows marketing and sales to orchestrate “plays” at target accounts. These are all people who we work with when we help our clients. So, instead of adding a bunch of work to our consultant’s workload, we went out and told others about our idea. And we knew they would contribute to the idea, because they have the same mission we do. So what’s the tip here? Use your network. Ask people for their perspective.
Another great way is to relaunch the content but with a fresh spin. So the concept of removing all technology was the main driver here. It was something so small, but significant enough, to warrant a third edition.
We got the other monsters back – plus some new faces – and are on MOF part three. The latest take on the book is Fuzzel Freezes Over. We’ve based MOF lll on LeadMD’s updated Account Based Marketing framework, and each chapter is organized around a different tactic to drive success. Specifically for this eBook, we’ve served up the best ABM implementation how-to’s, but without the use of a topping over tech stack – in fact, we’ve removed the tech altogether.
So there are some tips for creating your big turkey piece of content. Now you need some recipes for how to repurpose this content.
When you think about any good content campaign, you first need to build an awesome landing page to gate the content. You’ll see that there’s not a lot of copy here – a headline, some supporting text and a form. Don’t be scared to play with the information you capture. Asking for a field like “favorite band” makes the campaign feel like it’s coming together, and then you can use that information in emails.
We created an interactive content experience.
We turned it into a Webinar
We promoted it on online communities where we knew our audience was hanging out.