Connecting content to your bottom line

Transcript

1. Connecting Content to Your Bottom Line March 22, 2019 Jess Willis Director Global Product Marketing, Data Pitney Bowes Twitter: @jessfrench Linked In: linkedin.com/in/jessfrenchwillis
2. Our product content wasn’t king. It was chaos. 2 100+ Data Sources Data Content Creators Web Team Demand Gen SDM Team Creative Services Product Marketing Enablement Solutions Partner Marketing Product Mgmt Asset Central SDM PB.com Li360 Social Team Site OneDrive Partner Portal Product Pages Articles User Guides Technical Docs Legal Docs Product Guidebook Product Notifications Product Blogs Presentations Product Sheets How To Guides Proposals Campaign Elements Landing pages 3rd Party Assets Social Tiles 3rd Party Sales Presales Other LOBs
3. Over 200 pages 12 Product Mangers 1 Project Manger, 3 Admins Keeping current is time consuming and expensive Lack of visibility in how/when/why it’s being used The Challenge
4. Current State Static content (PDF) created Static PDF is cumbersome, expensive to update, and difficult to track engagement What value does the current content provide for renewals and sales processes? Content is deployed to cloud for download Limitations of our content creation model for data negatively impacts productivity, efficiency and revenue opportunity
5. Desired State Create easily updatable, measurable content for new and existing customers Deploy easily sharable content to drive demand and optimize sales cycle Capture target user data and engagement Increase revenue Developing scalable interactive content infrastructure was the first step in fixing our content problem.
6. Hard Costs (Agency, Art, etc) Soft Costs (Internal) Digital Metrics Deconstructing the Business Case: Where to start Average Sales Cycle Daily Deal Close Revenue Quota Churn Rate Timelines # of Downloads Stakeholders/Naysayers Time Savings Corporate Objectives
8. Developing scalable interactive content infrastructure is the first step in fixing the content management problem. The Solution better than static content 2X Converts more page views 4-5X Generates Interactive content performs better 300% Considered more effective than static content Data Guidebook Investment Total Cost Savings – Operational + Agency $132K Operational Cost Savings Total Annual Cost Savings (Improve Operational & Process Efficiencies) $63K Total Projected Increase in Revenue Resulting from implementation of interactive content infrastructure $10M Phase One
9. Track Every Progress Step New Content and Updated Interactive Natively Deployed Insights Touchpoint Content • (150) page product interactive natively deployed Newly created content is • Paths to conversion readily accessible throughout all native pages Industry Trends Touchpoint Content • Informed by interactive and editorial calendar • Certain content is gated to collect data • Data collected activates content aggregation for sales rep (next step) Existing Product Specific Updates Touchpoint Content • Informed by interactive and editorial calendar • Certain content is gated to collect data • Data collected activates content aggregation for sales rep (next step) New Products and Offerings Touchpoint Content • Informed by interactive and editorial calendar • Certain content is gated to collect data • Data collected activates content aggregation for sales rep Track progress and engagement metrics Track Every Content Engagement Inform “New Business” Content Flow to Drive towards Conversion Start of “New Business” Path Top of Funnel Channels Track referral and engagement metrics Touchpoint Activity • Keyword searches drive user to (30) snackable, derivative content assets built from interactive (converted PDF) deployed to social • New relevant content is aligned with editorial calendar is accessible • Because all content is built SEO optimized, it is organically reached via search Social & Organic Reach Consult Received Aggregated Content from Rep Personalized Insights Touchpoint Content • Social Listening informed content • Interactive Assessments • Net new content Track conversion touchpoints Track Every Content Engagement Seamless Transaction Transition & tracking Convert Purchase Desired Product Touchpoint Content • Initial product literature • POs received Buyer Moves to Onboarding On to Renewal Path Improved content flow to drive towards conversion
10. Pitney Bowes | Everything is Addressable | March 28, 2019 Interactive Solution Opportunity and ROI 20% Reduction in Sales Cycle (54 days): $6.5M .05% Increased Conversions & Top-Line Revenue: $164,300 Improve Operational Efficiencies (Annual): $63K Increase Revenue Direct to Web $3.5M Reduce Churn by 1%: $17K Benefits of an Interactive Content Infrastructure • Projected Revenue Opportunity $10M • $63,431 in annual savings • 7704% ROI • PDF becomes interactive and easily updatable at scale in real-time creating a single source of truth for data • Marketing helping to drive more predictable sales forecast • Insights provided products gain the greatest engagement
11. Time Savings Estimated at 80% Critical content that’s easily updateable and scalable in real time • Ability to search by product, industry and region • Ability to send product pages by email in real-time reducing need for product data sheet creation • Ability to creates a direct path to sample datasets and data for purchase Annual Cost Savings Estimated at $63,431
12. Pitney Bowes | Everything is Addressable | March 28, 2019 12
13. Pitney Bowes | Everything is Addressable | March 28, 2019 13
14. Pitney Bowes | Everything is Addressable | March 28, 2019 14 78% of consumers say that personally-relevant content is a determining factor in their purchasing decision.
15. Pitney Bowes | Everything is Addressable | March 28, 2019 Pitney Bowes | Everything is Addressable | March 28, 2019 15 When you start to get frustrated that your CEO doesn’t care about content, remember this…
16. Pitney Bowes | Data portfolio for insurance. 16
17. 17 Thank you Jess Willis Director Global Product Marketing, Data Pitney Bowes Twitter: @jessfrench Linked In: linkedin.com/in/jessfrenchwillis
18. 18 Appendix
19. E2E Interactive Content: A Primer Awareness Consideration Decision
20. Abstract: The tides are turning and content marketing is no longer being viewed as separate discipline but instead as a vital component of all good marketing. Yet product marketers still struggle with building, executing and defending a content plan worth C-suite interest and buy in. In this hands on session we'll work through a real-life example of how we built a won a business case for interactive content with a $10M revenue implication. This session is designed to both inspire and challenge your current approach to content marketing while offering tips to help you get your stakeholders more invested in and investing on content that drives revenue. 25 min. 20 Preso/5 minutes for questions.