Earlier this week, I attended the Forrester Technology Marketing Executive Council in San Francisco. The purpose of this spring meeting was to discuss some innovative approaches to improve the effectiveness of marketing programs.
While many ideas were shared, the one theme that came back was the use of creative content to increase the number of sales conversations and to accelerate the buying process.
In his presentation “Organizing, Creating, And Maximizing Rich B2B Content”, Joe Chernov VP Content Marketing at Eloqua, challenged us to stop thinking as marketers and start thinking as publishers. In particular, Joe shared his passion for building ‘remarkable’ content. Content that is informative, memorable and fun such as this blog tree – a combination of a list and infographic – that got the ‘influencers’ engaged in the conversation and helped generate some great results for Eloqua.
Here’s what happened,
- 700+ tweets
- 40x average blog views
- 9 of AdAge top 50 bloggers blogged, tweeted or commented
- 176 inbound links
- 49 viewers became sales qualified opportunities
Joe also shared with us his breakdown of content type and metrics based on the various stages of the buying process – a great reference for anyone looking at implementing and measuring the effectiveness of their content marketing strategy
Claudine Bianchi, Navisite CMO, then shared with us a very unique use of videos. While most B2B organizations focus on creating promotional videos for their websites and YouTube pages, Navisite is using videos as meetings follow up with key prospects, basically recording the outcome of the meeting in a ‘white board’ session and sending the video via a service called visiblegains, allowing them to track when the video is viewed and/or passed along within the organization.
Using the video adds a critical human element and is great way to differentiate while ensuring the outcomes of the meeting are being shared consistently across all parties involved in the buying decision process.
While we continue to look for innovative ways to engage with our prospects and customers, as marketers, we should never forget that it is our responsibility to tell our story. And the use of creative content can really help us on that journey.
Image Credit: Vin Crosbie