MOF_eBOOK_RD01

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Making the Connection The top 3 B2B Lead Generation Challenges according to marketers: 1. Generating high-quality leads 2. Converting leads to customers 3. Creating meaningful content Intelligent Measurement To some extent, the investment in content is a leap of faith that traditional metrics don’t often support. That’s why brands that grasp the value of interesting content will let their content team be creative without asking them to prove their lead generation stats. The great benefit offered by the top of the funnel is that marketers can experiment and innovate at this stage. Remember, the last thing you want to do is blend in by covering the same topics in the same tone as everyone else. You want to stand out. That’s why measuring must be done with care at this stage of the funnel. Take so-called “vanity metrics;” they can serve as useful indicators but only if interpreted in a strategic way. For instance, social signals can indicate relevance if brands understand that who is sharing matters more than how many people are sharing. 10 shares from the right influencers are worth more than 100 shares from people without the same clout. That’s critical to remember, especially given marketers’ tendency to get addicted to social media responses – and also why we have the tongue-incheek saying to “never let ego hijack your content strategy.” A higher number of shares and likes may feel gratifying, but ultimately it’s smarter to base strategy on referral traffic and non-branded keyword traffic – and of course, the ultimate measure of content effectiveness: EYEBALLS. Some brands will overcomplicate measurement at this stage, with demand gen waterfall models that are more complicated than a nuclear reactor. That might feel useful, but it’s really a waste of time. Distribution methods should handle the conversion to a “known” or cookied lead, and after that marketers can define the buyer’s needs through tools like buyer personas, segmentation and nurture. But trying to measure every performance of every component just isn’t worthwhile. 10 CHAPTER 01 The Art of the Story TOP OF FUNNEL monstersoffunnel.com
designing the content ecosystem In a buyer’s eyes, a brand’s content program should appear diverse and energetic, with meaningful assets spontaneously rising up at the perfect moment. But behind the scenes, the content program should be carefully strategized and controlled in a well-organized ecosystem. That’s quite the tall order, which is why this is precisely where many teams lose control of their content. Case studies, Instagram contests, tweets, blog posts, infographics – with so many mediums and channels available, marketers often don’t know what to prioritize or how often to produce it. 11 CHAPTER 01 The Art of the Story TOP OF FUNNEL monstersoffunnel.com
Page 1 and 2: ARE YOU READY TO ROCK? get your bac
Page 3 and 4: Opening Act The Funnel Today and To
Page 5 and 6: opening act The Funnel Today and To
Page 7 and 8: The classic portal for funnel entry
Page 9: content reality check. is what you
Page 13 and 14: In the quest to create fascinating
Page 15 and 16: Buyers should be divided into two b
Page 17 and 18: The Future of the Funnel If there
Page 19 and 20: Traditional thought has held that M
Page 21 and 22: Benchmarking buyer behavior MQLs re
Page 23 and 24: Marketing qualified leads can be on
Page 25 and 26: This is, after all, the stage where
Page 27 and 28: Jay Gaines, SiriusDecisions’ Grou
Page 29 and 30: Chapter 05 Building Trust by Jon Mi
Page 31 and 32: From relationship to revenue As sop
Page 33 and 34: Unfortunately, the one-dimensional
Page 35 and 36: So let’s talk about how we explai
Page 37 and 38: Build community. While marketers kn
Page 39 and 40: 76 % of marketers think their asset
Page 41 and 42: closing the set The funnel as a rev
Page 43 and 44: closing the set The Funnel as a rev
Page 45: MARKETING TO THE BEAT OF A NEW DRUM

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