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Posts Tagged ‘customer-centric’

Trust Your Customers to Raise Their Hands: How to use non-gated content to more than double high-quality leads

January 20th, 2017

Challenged to measure ROI on every program and hit a certain number of leads per month, some marketers make potential customers fill out forms to get access to gated content.

Instead of forcing form fills, Chris Keller, Vice President of Marketing, Health Catalyst, and his team set their content free in order to increase shareability and lead quality while more than doubling leads during a three-quarter period.

“We’re trying to be the non-marketing marketing group,” Chris said. “We’ve taken a controversial approach to educating the market.”

For Health Catalyst, a healthcare analytics company, aggressively educating customers was a key aspect of its strategy to deliver a high-growth pipeline of leads. However, in a crowded healthcare IT market, Health Catalyst wanted to establish leadership, not generate cold leads.

This led the team to take a different approach: as few lead forms as possible. Because they wanted a pipeline of sale-ready leads, they put their trust in prospects to raise their hands when they were ready.

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The Most Shared Articles from MarketingSherpa Blog in 2016

January 9th, 2017

While the jury may be out on 2016 as a whole, marketers have had a very exciting year, and MarketingSherpa (if we may say so) has hopefully shown a spotlight on it through our content.

In light of celebrating the good of 2016 as we’re all madly planning what 2017 will bring, we’re revisiting the most popular articles from the past 12 months. Looking back at top content helps us see what our readers found to be the most helpful and valuable content, and it helps you to know what your peers are looking for.

Below, see where we’ve been this past year using the nine most popular articles to find what elements you might want to bring with you into 2017…

#1. Six Places to Focus to Make your Website a Revenue Generator

We have more digital marketing channels than ever before, but it’s become even harder to connect with customers.

One thing’s become clear, that there is a growing divide between those who are fully engaged with digital marketing and those who are still figuring out the fundamentals. This interview with Kristin Zhivago, President of Cloud Potential, goes over her report on “revenue road blocks,” as a deep dive into what she’s discovered to help marketers quickly close this digital marketing gap and do better.

If marketers directly address getting the six key focuses covered in this blog post right, you can move forward and close the gap between digital and customers.

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How a B2B Tech Company generated 650% ROI with a Retro-Cool direct mail campaign

August 12th, 2016

“We have a pretty small market at Intronis, it’s manage service providers, mainly in North America,” said Richard Delahaye, Senior Director of Marketing, Intronis in his interview at the MarketingSherpa Media Center at Summit 2016.

He explained that the sales staff wasn’t able to get many conversations going from that group with traditional methods like phone calls and emails. They needed something special to differentiate them from all the other phone calls and emails their prospects were likely getting.

Inspiration came from an old school method: a direct mail campaign.

Delahaye and his team were told to think big, but also keep the customer in mind. So after one idea – which unsurprisingly never came to fruition – to give a car away with every purchase was vetoed, he decided to look for a tech gadget that would especially appeal to their customer base.

“I landed on possibly the oldest, but maybe the greatest tech gadget of all time. Which is, you can now get an Atari game console for about 30 bucks, so that became the core piece of the campaign,” he said.

Customers would receive a box with the Atari, with a note on top that encourages them to “open up for some office fun, courtesy of Intronis … unfortunately, not all technology is this retro-cool. You need to upgrade your cloud service storage.”

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Content Marketing Generated a 5,100% ROI for Health Care Innovator Optum

July 27th, 2016

The promise of content marketing is that all that’s needed to provide value is creating high-quality material that gets noticed. The material then does all the pre-selling for you so your company closes more deals with greater efficiency.

No need for cold calls, pushy sales tactics, or throwing money at direct mail.

But the question since the beginning has always been, “does it ROI?”

According to Karen Thomas-Smith, VP Provider Marketing and Reference Management at healthcare giant Optum, it absolutely does. She led a team in a pilot program at Optum that completely turned the company’s traditional campaign-based strategy on its head.

“We literally flipped all the roles on their side,” she said.

“We don’t even want to talk about campaigns. We want to first look at a list of all the content, all the topics we need to be talking about, then build a campaign.”

It worked. Swimmingly.

Thomas-Smith’s strategy generated $51 for every $1 spent on her pilot program, alongside the following results:

  • 12 million impressions
  • 10,000+ downloads of gated content
  • $120+ million in sale pipeline

Watch the video to see the full strategy below:

Time Stamps:

1:00 – Quick look at the preliminary results

2:20 – Background on Optum

3:16 – Evaluating the team based on a marketing maturity model

6:00 – Why content marketing is important

8:15 – Aligning the organization around content

12:32 – Building customer personas

17:36 – Creating a content strategy

20:36 – How Optum takes care of their client champions (for content)

22:25 – Creating compelling content

25:45 – How Optum maximizes its content production with content nuggets

28:00 – The overall content machine and how it works

31:25 – How marketing works with sales in Optum’s model

33:43 – Optum’s four lead nurturing phases

37:45 – Optum’s results to-date

38:19 – Thomas-Smith’s top takeaways

You might also like:

Content Marketing: Healthcare B2B generates 9 million impressions through multi-channel effort

Content Marketing: How an energy data company’s content strategy increased leads by 733%

Red Bull Media House’s Advice for Successful Content Marketing

Content Marketing: Targeted persona strategy lifts sales leads 124%

MarketingSherpa Summit 2017 | Aria, Las Vegas | April 10-13

Maximizing Multiple Marketing Platforms for Success

May 20th, 2016

After 35 years in the industry, Chinese Laundry, a privately held women’s footwear company, continues to expand its influence season after season.

During Internet Retailer Conference Exhibition (IRCE) 2015, MarketingSherpa’s Courtney Eckerle spoke at the MarketingSherpa Media Center with Scott Cohn, Vice President of Ecommerce, Chinese Laundry.

Scott spoke about how marketers tend to establish processes or utilize platforms that work for specific projects or campaigns, but don’t always think about how it affects our customers.

“The biggest challenge we had is that they [platforms] were perpetually out of sync. So our inventory, pricing and a whole variety of other things that a customer expects to be consistent across channels, just weren’t consistent,” he said.

Whether you are looking to condense your blog platforms to update your content strategy or want to build product awareness, Cohn shared two key takeaways on maximizing multiple marketing platforms:

 

Be on the lookout

When undertaking a technology innovation, how do you begin to think about where you pain points lie?

Read more…

Customer Testimonials: 3 ways to leverage your customers to help tell your product’s story

April 28th, 2016

U.S. media ad spending will hit $200 billion in 2016, according to eMarketer. And yet, when we asked 2,021 customers how they discover new products, advertising was the fifth most popular response with offline and online advertising tied for fifth with 27% of responses.

“In-store browsing” was the most popular (59%), and the focus of today’s MarketingSherpa Blog post — “word of mouth from friends, family, colleagues” — was a close second at 57%.

However, when we asked marketers how they actually helped customers learn about products, there was a bit of a disconnect from customer preferences. Online advertising was the most frequently used tactic (60%), while “encouraging word of mouth” was only the fifth most popular tactic (chosen by 45% of marketers).

 

How can you increase word of mouth for your products and services?

Be awesome.

This will generate organic referrals at the highest rate.

But a deeper question is more applicable to marketers — how can you leverage word of mouth in your marketing to increase conversion?

Here are three ideas for your campaigns.

 

Idea #1. Help, not hype

“My experience with Summit has just been seamless. I got the opportunity to submit some different proud moments for marketing and my team’s successes. And then having the opportunity to be selected and the opportunity to be with such a prestigious organization was very flattering. Then I was very, very prepared every step of the way. I had a dedicated team that was sending me updates, giving me clear deadlines, supporting me along the way — just made it incredibly professional and certainly best in class.”

That quote is from Cambria Jacobs, Vice President of Marketing and Customer Service, Door to Door Organics, from a video promoting the MarketingSherpa Summit 2017 Call for Speakers.

Now, we didn’t need to have Cambria in the video. I could have told you how amazing it is to be a speaker at MarketingSherpa Summit 2017 at the Aria Resort in Las Vegas. How you’ll have your name up in lights. You will be fawned over by an adoring crowd of marketers. And, most importantly, you may even get the distinct honor and privilege of working directly with me for several months — a once-in-a-lifetime opportunity that you will never forget — as I help you shape your story before we discuss it on stage.

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How NakedWines.com Used Email to Maximize Lifetime Value

April 15th, 2016

How do you turn a name on a list into a loyal and engaged subscriber?

Ecommerce site NakedWines.com has accomplished this by establishing a community of customers and “Angel” members. These customers fund independent wine makers in return for access to hand-crafted wine at a lower cost.

At the MarketingSherpa Summit 2016 Media Center, Julia Fox, Marketing Manager, NakedWines.com, spoke about how her team wanted to maximize member lifetime value during the early phases of the customer journey.

 

“Since we’re all ecommerce, email is obviously a huge part of our success,” Julia said, adding that most of the company’s revenue comes from these “Angel” members, which means nurturing new customers into Angels through this channel is especially important.

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Social Media Marketing: Online organic retailer grows following 600% in 18 months

April 8th, 2016

“Your brand is not what you say it is, but what your customers say it is.”

Or so goes the old advertising maxim.

If we were to update that to modern times, we might add, “And you can discover what they’re saying about your brand on social media.”

When Cambria Jacobs, Vice President of Marketing, Door to Door Organics, sat down for an interview at MarketingSherpa Summit 2016 with Courtney Eckerle, Managing Editor, MarketingSherpa, she shared that old advertising maxim along with her team’s journey on social media — from a customer service channel to a unified, proactive, brand-building strategy.

 

Here are four key lessons from Cambria’s interview …

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How One Small Template Change Led to Greater Customer-centric Content for WeddingWire

April 1st, 2016

Most email marketers know they’re supposed to throw the social sharing buttons into their email templates.

… or do you?

“When we first started doing that, that made sense and that was the best practice when social media first came around. But we never looked back at it and did a reality check to see if that still made sense,” said Bart Thornburg, Senior Manager of Email Marketing, WeddingWire.

In his MarketingSherpa Summit 2016 Media Center interview, Bart talked about how WeddingWire checked that portion of the template to see if it was really a best practice for them.

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How Companies Fail, and Why the Customer Always Wins in the End

March 11th, 2016

There are two ways for a business to be successful in the short term.

Option 1 is to do anything you can to generate revenue. Sometimes it’s something small like sending that one extra promotional email — it will get unsubscribes, sure, but at least it will push your numbers up this quarter. Or it might be something huge like holding a monopoly position in the marketplace. It could even be slowly making the product just a little bit worse to boost margins.

Option 2 is to relentlessly serve customers better than your competitors. Those are the case studies and stories we share on MarketingSherpa. Likewise, you see this in Zappos walking away from drop shipping, even though it produced 25% of its revenue. Or Optum reorganizing its marketing team around educating the customer, instead of one-and-done marketing techniques that attempted to generate leads but didn’t serve the customer.

Optum's consumer resource center

 

And, frankly, most companies are a combination of the two. But every day, with every decision you make as a marketer, you decide where on the spectrum your company lies. Will you push your company closer to the customer or farther away?

Of course, if it was easy, everyone would be doing it. Let’s take a look at why customer-first marketing is so important, and why it’s so hard.

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