Revenue Focused Content Marketing
Lead To Market Harnesses Content Marketing To Grow Campaign Revenue
Marketing Automation tools joined to Content Management Databases have caused an explosion in the amount of content that is published to enable business to business sales efforts. We have seen dramatically declining response rates to blogs, to E-mail efforts and various forms of targeted banner ads. To put it in another way, an advantage is no longer an advantage when it’s available to everyone. The numbers tell the Story:
- The average click through rate of display ads across all formats and placements is 0.06% (Source: Display Benchmarks Tool)
- Ad blocking grew by 41% globally in the last 12 months. (Source: PageFair)
- 33% of internet users find display ads completely intolerable (Source: Adobe)
- Irrelevant e-mail content is being punished in the most terminal way — via the dreaded unsubscribe link at double the rate over the last 3 years (Source AgilOne)
- For more information on market penetration download the underwriter’s Lab case study by clicking Here
- Read Case Study : How UL EduNeering Accelerated Its Sales Cycle in a New Market
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So what exactly is it that we do in LTM's end to end content marketing solution
- Using social media we understand our clients' customers perception of the business problem they need to solve---not just our clients solution. This is critical for Pipeline building content because early in the buyers journey they have not realized they need the solution proffered by our client. Most clients are great at late stage content and bad at early stage content, and so they fail to expand their pipeline.
- We test our assumptions via survey
- We create a consistent process from content research through content creation all the way to first call sales execution…nobody else does that. The majority of companies just create content and throw it out there in a spray and prey manner. The LTM process is very tightly defined all the way to the first sales appointment
LTM has developed a very tightly scripted content marketing program that runs counter to these trends. LTM employs techniques to maintain relevancy, generate engagement and causes an increase in the number of sales cycles active with your sales team. Here are the elements we combine to achieve campaign success.
- The content is drawn from the executive audience we wish to influence and personalized using opinion vs vendor based pitches. Personalizing the content using information from industry peers that is 2.5 times higher vs. non-personalized e-mail. Revenue per customer is 5.7x higher. (VentureBeat December 15th 2015
- Content is developed to engage the prospective customer based on the appropriate stage of the buyer’s journey. Sales Pipeline development requires early stage content designed to attract people through an offer to learn more.
- The delivery of content and the execution of the content marketing program in this context is not designed as “Air-cover”, or “Market Awareness” even though it can help with those things. The LTM program is designed to deliver a specified number of new sales meetings resulting in a specified number of new sales cycles per month.
- Finally, the Universe of new B to B customers for most solutions is usually a very finite set of perspective customers. Companies that use the LTM content marketing method achieve market penetration that averages 30% higher than those who do not
