1. State of
Demand
2013
EMAIL MARKETING
LEAD NURTURING
CONTENT MARKETING
DEMAND GENERATION
INBOUND MARKETING

2. Overview!
Research on
Consumers
Current State
1:
Research on
Companies
2:
3:
STATE OF DEMAND/OVERVIEW/2013

3. Marketing
STATE OF DEMAND/INTRO/2013
Author:
Marketing Automation
For Dummies – 2014
Is my love, work, passion, and what I think about all day
every day
- Mathew “Sweezey”

4. STATE OF DEMAND/INTRO/2013
People
@msweezey

5. STATE OF DEMAND/INTRO/2013
Strategy
@msweezey

6. STATE OF DEMAND/INTRO/2013
Tools
@msweezey

7. STATE OF DEMAND/INTRO/2013
People
Tools
Strategy
@msweezey

8. STATS
2013
CONTENT
CONSUMER BEHAVIOR
SETH GODIN
SUPPLY AND DEMAND
INCREASE IN CHANNELS

9. STATE OF DEMAND/STATS/2013
NASA
MORE
POWER IN
A GOOGLE
SEARCH,
THAN ALL OF
NASA HAD IN
TO PUT A
MAN ON THE
MOON
@msweezey

10. STATE OF DEMAND/STATS/2013
Attention
Span
8
seconds
@msweezey

11. 2/3
STATE OF DEMAND/STATS/2013
Consumer
Executive
Board
@msweezey

12. CONTENT
CONTENT
CONTENT
STATE OF DEMAND/STATS/2013
- Seth Godin (1999)
@msweezey

13. Current
Best
Content Marketing
is king in the age of
the internet
@msweezey

14. STATE OF DEMAND/STATS/2013
1960 !
5 marketing
Channels
2013!
60+ marketing
Channels
2020!
100’s of
marketing
Channels
Print
Radio
Television
DirectMail
Fax
Telemarketing
Internet
Email
Facebook
@msweezey

15. Current
Best
Having strategies
which reach across
multiple mediums.
@msweezey

16. STATE OF DEMAND/STATS/2013
294 Billion
Emails
2 Million Blog
Posts
250 Million
Photos
PER
DAY
@msweezey

17. (FRESH)
RELEVANT
ENGAGING
STATE OF DEMAND/STATS/2013
-Jay Baer (2012)
@msweezey

18. Current
Best
Relevance is the
name of the
content marketing
game
@msweezey

19. SHORT
Tracking
FORMS
STATE OF DEMAND/STATS/2013
- Seth Godin (1999)
@msweezey

20. STATE OF DEMAND/STATS/2013
68%!Lie on custom
questions
65%!Lie and give the
wrong phone
number
People when made to answer questions will lie
@msweezey

21. Current
Best
Use forms to
protect your
content
@msweezey

22. TRACK
DYNAMIC
PEOPLE
STATE OF DEMAND/STATS/2013
- Seth Godin (1999)
@msweezey

23. STATE OF DEMAND/CONSUMERS/SURVEY
Prospects
Marketer
@msweezey

24. STATE OF DEMAND/CONSUMERS/SURVEY
Prospects
Marketer
Read 50 pages,
and downloaded
a white paper
Read 3 pages,
and downloaded
a white paper
Has not done
anything in 60
days
Read 3 pages,
and downloaded
a white paper
@msweezey

25. Current
Best
Track individuals
with Marketing
Automation to be
relevant on a 1-1
basis
@msweezey

26. STATE OF DEMAND/STATS/2013
1960 !
5 marketing
Channels
2013!
60+ marketing
Channels
Content
Convert using
forms
Inboundsearch
Tools
Strategy
Who’s doing it
Best?
Relevance
@msweezey

27. COMP
ANIES
2013
FORTUNE 500
MID MARKET
SMB
FASTEST GROWING

28. STATE OF DEMAND/COMPANIES/FOURTUNE-500
500
Fortune

29. STATE OF DEMAND/COMPANIES/FOURTUNE-500
Enterprise
@msweezey

30. STATE OF DEMAND/COMPANIES/MID-MARKET
Mid
Market

31. MidMarket
@msweezey
STATE OF DEMAND/COMPANIES/MID-MARKET

32. STATE OF DEMAND/COMPANIES/SMB
Small
Business

33. STATE OF DEMAND/COMPANIES/SMB
Small
Business
@msweezey

34. STATE OF DEMAND/COMPANIES/SAAS
SaaS
Companies

35. STATE OF DEMAND/COMPANIES/SAAS
SaaS
Companies
Sales+
Marketing +
Technology =
Winner

36. STATE OF DEMAND/COMPANIES/FOURTUNE-500
SaaS
Companies
$$$$$$$$$$$
$$$$$$$$$$$
$$$$$$$$$$$
$$$$$$$$$$$
$$$$$$$$$$$
$$$$$$$$$$$
$$$$
$$$
SaaS

37. STATE OF DEMAND/COMPANIES/FOURTUNE-500
SaaS
Companies
1000’s
1-100
SaaS

38. STATE OF DEMAND/COMPANIES/SAAS
SaaS
Companies

39. BestPractices
Forms
Marketing
Automation
Best Practices
Enterprise
MidMarket
SmallBusinesses
STATE OF DEMAND/COMPANIES/OVERVIEW
@msweezey
SaaS
SaaS
SaaS

40. STATE OF DEMAND/COMPANIES/SAAS
SaaS
Companies
@msweezey

41. CONS
UMER
2013
RESEARCH CYCLE
LEGNTH OF CONTENT
EMAIL
WANTS
NEEDS

42. Prospects
@msweezey
330

43. STATE OF DEMAND/CONSUMERS/SURVEY
@msweezey
How do
you
engage?

44. STATE OF DEMAND/CONSUMERS/SURVEY
ResearchofPurchase
Of survey
respondents
start their
searches on
Google.
96%
@msweezey

45. STATE OF DEMAND/CONSUMERS/SURVEY
ResearchofPurchase
Agree: “As my search
deepens on a subject, my
search terms usually become
more refined as well.”
99%
@msweezey

46. Life
Cycle
Understanding how
consumers find
information to
make informed
decisions
@msweezey

47. STATE OF DEMAND/CONSUMERS/SURVEY
76% go back
to Google
ContentEngagement
times to
research a
purchase
@msweezey

48. STATE OF DEMAND/CONSUMERS/SURVEY
123
@msweezey
DiagramofResearch

49. New
Best
Understand Stage
Based marketing
@msweezey

50. STATE OF DEMAND/CONSUMERS/SURVEY
1
2
3
4
5
Higher Price = More Stages of Research
ContentEngagement
91%
Agree: Price and Amount of
research are directly correlated.
@msweezey

51. Research
Understanding how
consumers gather
information to
make informed
decisions
@msweezey

52. STATE OF DEMAND/CONSUMERS/SURVEY
Of survey respondents
said they want different
content at each stage
of research.
77%
ContentEngagement
@msweezey

53. ContentEngagement
STATE OF DEMAND/CONSUMERS/SURVEY
Batch
Research
Consumers goal is to obtain
enough information to make an
informed decision. Multiple
documents at one time.
@msweezey

54. New
Best
Understand
“RESEACH”
and creating
content to support
your lifecycle
@msweezey

55. STATE OF DEMAND/CONSUMERS/SURVEY
BestPractices
Content
1
2
3
@msweezey

56. Casual
Reading
Understanding how
consumers engage
with content on a
daily basis
@msweezey

57. ContentEngagement
STATE OF DEMAND/CONSUMERS/SURVEY
Single
Casual Reading
Consumers goal is to stay
informed on their industry,
profession, or topics of interest.
Rarely do you dig deeper.
@msweezey

58. New
Best
Understand
“Casual Reading ”
and creating content
to support rapport
building and SEO
@msweezey

59. STATE OF DEMAND/CONSUMERS/SURVEY
Prefer content to be
less than 5 pages. Only
1.7% would prefer more
than 5 pages.
71%
ContentEngagement
@msweezey

60. Email
Nurturing
Understanding how
consumers engage
with disruptive
marketing
@msweezey

61. STATE OF DEMAND/CONSUMERS/SURVEY
Of survey respondents
said email is their
primary channel of
communication.
90%
EmailNurturing
@msweezey

62. New
Best
Understand
LIFE CYCLE NURTUING
and creating
campaigns with goals
to support your
lifecycles
@msweezey

63. EmailNurturing
STATE OF DEMAND/CONSUMERS/SURVEY
Subject
@msweezey
Copy
CTA

64. STATE OF DEMAND/CONSUMERS/SURVEY
BestPractices
Copy
@msweezey

65. STATE OF DEMAND/CONSUMERS/SURVEY
2
BestPractices
SubjectLines
@msweezey
1
3

66. STATE OF DEMAND/CONSUMERS/SURVEY
Research
BestPractices
Content
@msweezey

67. New
Best
Understand
Secondary CTA’s
to help move people
through the stages
@msweezey

68. STATE OF DEMAND/CONSUMERS/SURVEY
BestPractices
Content
@msweezey
John,
Here is an case study from Comscore
showing how they changed their email
programs to drive more revenue. I
thought you’d enjoy reading it.
Or if you’d here is a worksheet they
used to help them start on their
process.
Best,
Mathew Sweezey
2
3

69. Attention
Span
8
seconds
@msweezey
STATE OF DEMAND/COMPANIES/MID-MARKET

70. STATE OF DEMAND/CONSUMERS/SURVEY
BestPractices
Content
@msweezey

71. STATE OF DEMAND/CONSUMERS/SURVEY
BestPractices
Content
1
2
3
Blog
Articles
Industry
Blogs
-Any content
about how to
do their job
better
Case Study
Video
Interviews
-Any content
about how
others
benefited
Buyers Guide
Comparisons
Sales Sheets
-Any content
about why you
are the best
choice
@msweezey

72. New
Best
@msweezey

73. STATE OF DEMAND/CONSUMERS/SURVEY
Conclusion
@msweezey

74. STATE OF DEMAND/CONSUMERS/SURVEY
Conclusion
@msweezey
Life
Cycle
1
2
3

75. STATE OF DEMAND/CONSUMERS/SURVEY
Questions