Why Nearshore Outsourcers Need to Adopt Compelling Content Marketing for Demand Generation
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Nearshore outsourcers for Latin America are increasing their marketshare in the U.S. market, but they are still behind outsourcers from Eastern Europe and Asia, with only 5% of the market. How can nearshore providers gain marketshare, generate more business and create a lasting brand impression? By implementing a compelling content marketing strategy.
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Why Nearshore Outsourcers Need to Adopt Compelling Content Marketing for Demand Generation
- 1. Content Propulsion B2B Demand Generation Through Compelling Content Marketing
- 2. Nearshore and the U.S. Market
- 3. Latin American outsourcing market will grow 10% through 2017 - Gartner
- 4. But Latin America is only 5% of Global Outsourcing Industry - KPMG
- 5. “...spend very little money on sales, marketing and branding.” - Deborah Kops, Sourcing Change Source: Nearshore Americas, http://www.nearshoreamericas.com/outsourcing-lack- marketing-branding/
- 6. The Explosion of Content Marketing
- 7. “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action.” - The Content Marketing Institute
- 8. “With content’s high adoption rates, great potential to provide measurable business benefits, and enterprise-wide appeal, a strategic content marketing program is virtually essential to staying competitive in today’s marketplace.” - Joe Pulizzi, The Content Marketing Institute
- 9. “Every one of you is a media company…If you're not putting out stories, you basically don't exist…you are being drowned out by the massive volume of content that is being put out by literally everybody else.” - Gary Vaynerchuk, Wine Library TV
- 10. A HOLISTIC, DATA-DRIVEN METHODOLOGY THAT LEVERAGES HOW PEOPLE BUY TODAY
- 11. 70% of B2B marketers are creating more content than they did one year ago - Content Marketing Institute, 2015
- 12. The average B2B organization spends 28% of its marketing budget on content - Content Marketing Institute, 2015
- 13. Why content and inbound: how the internet has changed things
- 14. THE TRADITIONAL MARKETING PLAYBOOK IS BROKEN
- 15. • Client Referrals • Networking • Tradeshow Marketing • Sponsorships • Direct Mail • Print Advertising • Cold Calls • Sales People with a “Rolodex”
- 16. Meet Relationship Expertise Trust Client
- 17. • 84% of buyers engage in Zero Moment Activities (Online Information/Education) • 10.4 Pieces of Information in the Buyer’s Journey Prior to Purchase
- 18. …57% of the sales cycle is complete“before a prospect reaches out to a sales rep. Digital Evolution, Conference Executive Board, 2012 “
- 19. Know Like Trust Try Buy Talk to a sales executive CONTENT 57%
- 20. Issue Education Expert Trust Client
- 21. DIG YOUR WELL BEFORE YOU’RE THIRSTY. Seth Godin Author, Permission-Based Marketing, Tribes, All Marketers Are Liars “ “ 21
- 29. The High Growth Imperative
- 30. “high growth firms grow up to 9X faster and are 50% more profitable while still spending slightly less than average on business development…high growth firms are much more likely to focus on their websites than their average growth peers.” - Online Marketing for Professional Services Firms, Lee Frederiksen
- 31. Growth and online lead gen Source: Online Marketing for Professional Services Firms, Lee Frederiksen: http://www.hingemarketing.com/library/article/o
- 32. Profitability and online lead gen Source: Online Marketing for Professional Services Firms, Lee Frederiksen: http://www.hingemarketing.com/library/article/o
- 33. Source: Online Marketing for Professional Services Firms, Lee Frederiksen: http://www.hingemarketing.com/library/article/o
- 34. INBOUND COSTS AT LEAST 67% LESS PER LEAD THAN TRADITIONAL MARKETING Source: HubSpot, 2014 State of Inbound Marketing CostperLead $102 $220 $45$37 $70 $27 $0 $50 $100 $150 $200 $250 1-25 51-200 1000+ Company Size Outbound Inbound
- 35. ASSETS THAT INBOUND CREATES
- 36. Infochimps: Creating a Lead Machine
- 37. • Increased a house database by 94% • Grew demand 358% to produce a multimillion dollar pipeline • Created 30+ calls-to-action with average conversion of 20%
- 38. Sungard AS: Making a Boring Topic Interesting
- 39. • 150% greater clickthrough rate • Exceeded download rates by 300% • Generated 20 qualified leads
- 40. Vignette: Influencing the Analysts • Invented the term “Social Media Maturity Model” • Term popularized by Conference Executive Board
- 41. Lander: competing in the U.S. market
- 42. • #5 Position for One of Most Competitive Keywords • Included in several of the top landing page lists by major blogs/publications • Started from scratch to now more than 1,000 paid subscribers and database of more than 20,000 prospects
Editor's Notes
- Fernando Labastida has been writing content in both Spanish and English for the last seven years, starting with his first Spanish-language effort LatinITMarketing.com. He is the founder and CEO of Content Propulsion, whose mission is to help Latin American B2B companies enter the U.S. market, and U.S. B2B companies enter the Latin American market, with a content marketing approach. May 2014
- Fernando Labastida has been writing content in both Spanish and English for the last seven years, starting with his first Spanish-language effort LatinITMarketing.com. He is the founder and CEO of Content Propulsion, whose mission is to help Latin American B2B companies enter the U.S. market, and U.S. B2B companies enter the Latin American market, with a content marketing approach. May 2014
- It works because it’s a holistic, data-drive methodology that leverages how people buy today. Holistic because it covers every part of the buying process. Data-driven because we’re able to capture behavioral data that tells us precisely what people are doing.
- The B2B marketers who rate themselves to be most effective at content marketing allocate an average of 37% of their budget to content, while those who feel they are least effective only allocate 16%
- That’s a problem. Because the tactics we’ve been using for for the past 20 years don’t work anymore. The buyer is in total control. They choose what to watch, when to watch it, who to listen to, what to read. And worldwide legislation even supports that with privacy and security laws, e.g. CAN-SPAM Act, EEU Cookies, “DO NOT CALL REGISTRY” among others.
- Most people have pretty much already made up their minds about what and from whom they’re going to buy before they even contact a sales rep.
- These trends and buyer preferences are forcing us to dig a well for water as we’re running out of it. (Metaphorically speaking of course.) The good news is, we’ve got the solution for digging that well faster and better.
- Does online marketing, with content and inbound at it’s core, make business sense for nearshore IT services firms? If it does make sense, what’s the best approach to take?
- As an example, HubSpot, a leading marketing platform vendor, has collected data from among all its 13,500 customers. That analysis shows that the cost of leads generated with inbound marketing is at least 67% LESS EXPENSIVE than leads generated using traditional marketing tactics.
- Inbound marketing creates assets that can be tested, tracked, measured, and analyzed in real-time at all stages of the buyer’s journey. Through the processes of analysis and automated multivariate testing, we will optimize our tactics to match buyers’ behaviors. And as you can see here, PPC is best used at the “Close” stage of the buyer’s journey. It compliments what the rest of inbound marketing does. The result: we’ll meet buyers’ specific information needs, so they’ll find the right kind of information they need, at the time they need it. That increases the number of quality leads we can deliver to sales so they hit the company’s revenue goals.