Presentation given at the Content2Conversion conference in Scottsdale, AZ on 2/16/2016. There are four shifts that must happen for content marketers to be successful in 2016. 1. Build the right team. 2. Create better thought leadership. 3. Internal activation is almost more important than external. 4. Learn the important unit economics of your business.

1. 4 LEADERSHIP SHIFTS YOU
MUST MAKE FOR SUCCESSFUL
CONTENT MARKETING IN
2016

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I am a marketer.
I’ve written 3 books.
Head of Marketing Strategy
OpenView Venture Partners
Previously at
ExactTarget & Salesforce
ABOUT KYLE

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4. 1. BUILDING THE
RIGHT TEAM

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BUILDING THE RIGHT MARKETING TEAM
MARKETING
Operations Creative

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BUILDING THE RIGHT MARKETING TEAM
MARKETING
Operations Creative

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BUILDING THE RIGHT GO-TO-MARKET TEAM
GO-TO-MARKET
Operations Creative Inbound Research

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BUILDING THE RIGHT GO-TO-MARKET TEAM
GO-TO-MARKET
Operations Creative Inbound Research
Marketing Automation
Analytics
Digital Manager
Writer
Editor
Design
Video
Events
BDR / SDR
Field Sales
Data Scientists

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REMEMBER TO SUPPORT THE DOTTED LINE
GO-TO-MARKET
Support
Corporate
Sales
Customer
Success
Product

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THE MOST IMPORTANT DOTTED LINE?
GO-TO-MARKET
Support
Corporate
Sales
Customer
Success
Product
v
v

11. 2. THOUGHT LEADERSHIP IS
NOT ABOUT YOU

12. THOUGHT LEADERSHIP STARTS
WITH YOUR CUSTOMER

13. Customer Survey – primary research developed for
your customer’s customer. For example, interviewing
2500 consumers on how they use a mobile phone.
Peer Survey – primary research for peer groups.
Example – sell to marketers? Interview marketers on
their plans for next year.
Benchmark – use internal data to create benchmark
metrics for the industry. Example – analyze 2M emails
on best time to send for the retail industry
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3 TYPES OF THOUGHT LEADERSHIP

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CUSTOMER SURVEY

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PEER SURVEY

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BENCHMARKING THE INDUSTRY

17. RESULTS?

18. $15M MQP

19. $15M MQP
$1.5M CLOSED

20. $15M MQP
$1.5M CLOSED
80% PRESS

21. 3. DON’T FORGET INTERNAL
ACTIVATION

22. INTERNAL ACTIVATION OF
CONTENT IS ALMOST MORE
IMPORTANT THAN EXTERNAL

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REMEMBER THE DOTTED LINE
GO-TO-MARKET
Support
Corporate
Sales
Customer
Success
Product

24. • Powerpoint deck of relevant data points
• Call script for BDR team
• Product data sheets corresponding with deliverable
• Downloadable Deliverable
• Single page snapshot
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INTERNAL ACTIVATION KIT

25. 4. OBSESS OVER UNIT
ECONOMICS

26. OPEN RATE
CLICK THROUGH RATE
COST PER CLICK
TIME ON SITE
BOUNCE RATE
LEAD CLOSE RATE
CLOSE RATE PER CHANNEL
CONVERSION RATE
MQL PER CHANNEL

27. DIG DEEP

28. “We must move from numbers
keeping score to numbers that
drive better actions.”
David Walmsley

29. CAC RATIO
PAYBACK PERIOD
CUSTOMER RETENTION

30. YOU ARE NOT MARKETERS.
30

31. FOUNDERS OR THE CEO
31

32. DEMAND GEN OR CONTENT
MARKETING EXPERTS
32

33. YOU ARE EXPERIENCE MAKERS
AND MANAGERS
33

34. EXPERIENCE IS THE ONLY
THING THAT MAKES YOU
RELEVANT
34

35. THANKS!
FIND ME @KYLEPLACY