On March 8th at 11 am (EST) Jessica Cash and I will be presenting Using B2B Content to Drive Alignment & Accountability, details on the event and registration below.
Overview:With increased budgets comes increased calls for accountability. Today’s top marketers are using Commercial Insight, personal value, and help from peers to craft content strategies that result in more than just customer engagement. Learn best practices and ways to avoid common pitfalls that often leave marketers struggling to improve lead quality.
Join Jessica Cash, Head of Sales and Marketing Solutions Product Development at CEB, and Scott Gillum, President of gyro in Washington, D.C. as they answer questions, such as:
How can marketers avoid always defining their business solely from the legacy perspective?
How does redefining themselves allow for better alignment with customers?
How can value drive customer action?
Jessica and Scott will be holding up the mirror in order to show how CEB is applying these best practices and principles in their own marketing efforts, so come ready with questions!
We are emotional creatures living in a highly emotional world as recent events have shown. It’s a time when people often act, or react first without having any, or all, of the facts. And the media may (or may not) be reading more into things than are actually there.
Take for example, Budweiser’s “Born the Hard Way” Super Bowl ad. It tells the story of Adolphus Busch’s journey from Germany. The ad, released last Tuesday hit the air at the height of the controversy surrounding President Trump’s travel ban. The 60-second ad starts with a shot of Busch and a voice in the distance saying “You don’t look like you’re from around here.” Whether it’s intentional or not, the immigration themed ad struck a cord with many.
Although Anheuser-Busch InBev denies any political connections, others have used it as rallying cry. As an ad, it ‘s well done and hits many of the important elements of quality advertising. It’s an authentic (despite being somewhat fictionalized) story of the American success story told through the founder’s journey to St. Louis as a German immigrant.
The challenge is that it may not connect with its audience. More bluntly, it may have pissed off a lot of Bud drinkers. Here’s what the agency strategists and A-B InBev may have missed during the creative concept process.
Overlay the map below with 2016 Presidential election results map (by country) above and you will see that of the 13 states where Bud Light is the most popular beer, Trump won 9, and of the remaining four, Trump won the rural vote. In fact, the profile of a Bud drinker is almost identical to a Trump voter.
The risk for Budweiser, in its desire to reach and connect with Millennials (77% drink something other than Bud), is that they may have alienated and/or offended traditional Bud drinkers. The day before the Super Bowl saw a ground swell loyalists threatening to #boycottbudwiser (yes, spelled incorrectly). The hashtag trended the night of the Super Bowl and the following day after. Once corrected, the hashtag became a lightening rod for comments both supportive and critical of the theme. Bud fans seemingly upset at what they see as Budweiser making a political statement.
It’s a classic big company conundrum. In order to ensure growth, Bud had to swift its messaging towards a younger audience at the risk of alienating its loyal customer base. The question for Budweiser now is did the ad do its job. It was voted as one of the “Winners” of the evening but did it convert non-Bud drinkers? And in this highly competitive marketplace, will the ad be effective in bringing new younger buyers to the brand at a rate to cover the loss of consumers who may be switching their allegiance because of their outrage over its political overtone?
The takeaway for agencies: We now have to consider the potential for ads to be “hijacked” by a political controversy. As a result of the polarization of America, agencies and companies may know have to consider how their audience voted (see the campaign map) when crafted campaigns. The other insight is that we may have found a new way to use emotions to trigger action, for better…or worse.
The organization has a short-term ‘sales culture’ so almost everything marketing does is oriented to creating a lead. You know that there are larger system/infrastructure issues that are impacting performance but you can’t anyone to invest/focus on them. You’re on a trend mill running as fast as you can, but going nowhere.
It’s a nightmare thousand of marketers are living everyday, so let’s get to fixing this issue, permanently. The problem, at its core, is money. Yes, resources and time are also issue but the bigger challenge is that you have is a budget loaded with program dollars intended to be spent on media, events and other lead generating activities. Unfortunately, little are earmarked to fix the web infrastructure, navigation and content issues that are keeping leads from converting. You have a system problem, without system dollars to fix it.
Step one in the process is to get a capex budget. Just like the one used to build the corporate website. And get a big one, depending on size of the website you’ll need at least $500K, and perhaps over $1M, to build a “system” that will improve conversion rates. Here’s how you’re going to spend it.
Assessing Search – does the organization know what it wants to be known for (what topics, products, solutions) and how audiences search for those items? If not, pull together a top 10 list and get to work finding out. Use tools like Google Keyword Planner, Moz Open Site Explorer and Moz Keyword Explorer to gauge popularity and set priorities from your existing website.
Increasing SEM spend – after assessing your top 10 priorities you’ll most likely find you need to increase your spend to improve your position. Determine how much, and for how long.
Inventorying & Assessing Content – while your marketing dollars are working to help audience find you, the next step is to help visitors find the information they are looking for quickly. Assess the content on the following criteria: relevance (is it current, audience aligned, and insightful), accessibility (clicks and public view), and scanablity (ease of assessing key points)
Evaluating Readability – time to take a hard look at the content you’re producing. Is it written in the audience language or your engineers? Is it compelling, will it engage audiences. Use tools like Flesch Kincaid Reading Ease and the Gunning Fog Index to help score content.
Modifying Content – this could be painful. Try to leverage existing material. If you have videos, carve them up into 2 minute or less “snackable” insights. Long form content like white papers, etc., do the same. Chunk content into smaller more digestible bits. Next, create templates and guidelines for producers to follow so they know the type of content that will work best for marketing needs.
Investing in UX – find out how visitors really navigate your site. You may be shocked by their lack of sophistication, and patience. Use tools like Validately to help assess users experience with your web properties.
Optimization Everything – create pilot pages based on the UX findings and watch how visitors navigate and consume content. Use tools like Hot Jar to help track visitor clicks. Set performance metrics for bounce rates, time on page and conversion rates. Performance optimization is an ongoing effort so become comfortable with constant experimentation.
Training Everyone – to produce the right content, invest the time and resources to train on how to use the new templates — product marketers on how to produce audience focused content, marketing folks on how to write ad copy that’s compelling, etc. Use insights gathered in steps 5 and 7 to convince folks to get onboard.
Hiring an advisor – if this sounds like a lot of work, it is. If you don’t have the staff, the time, or the desire to take it on get someone to help you. You have a day job producing leads so put someone else on a parallel path of improving the process and performance. Chunk up the work plan mentioned above into quarters, align it to the marketing and the organizations priorities and set reasonable expectation on making progress.
Inbound marketing, content marketing, digital marketing, whatever you want to call it is not a marketing “tactic,” it is an ecosystem built from the outside in and requires a system thinking approach. The steps above will help you pinpoint issues within the system. “Digitalizing” an organization starts with audience facing sites so try to align this effort with any organizational effort related to digital transformation.
Getting the funding, use data points to prove the value of building a robust inbound lead generation capability. According to CEB, 71% of buyers start their purchase journey on the web. Build a market visibility index using your pipeline/waterfall metrics and market share. Reverse the numbers and find out what percent of the total opportunities available are in your pipeline. If you need more benchmarks, download Hubspot latest report on inbound marketing.
Need a case study? The process I just describe was implemented at a client this year. The results of the investment and effort have produced a 95% increased in MQL’s and an improvement in conversion rates by 65%. Inbound is now the top lead source in volume and performance. This organization has a hardcore outbound sales culture…which now, believes in the power of inbound marketing.