Delivering high-quality lead generation services helping customers get a better experience: MarketOne

MarketOne is a global demand generation agency. It creates and nurtures leads, retain and grow customers, and give clients the confidence their marketing investments will produce quantifiable returns. The company excels in sectors where multiple decision makers evaluate complex products over a long buying cycle. Using a blend of insight and automation, it connects conversations across channels and over time. Each successive interaction whether online or over the phone, informs the next. Customers get a better experience. More qualified opportunities are passed to sales. To do this repeatedly at scale, MarketOne architects and operate an always-on, mid-funnel machine. Aligning siloed teams, unifying disparate data, taming technology and supplementing scarce skills. By consolidating globally with MarketOne, clients benefit from a level of cohesion and visibility impossible with separate suppliers. Duplication and doubt are replaced by the certainty of a consistent approach and predictable outcomes.

Gaining the most mileage from virtual B2B events

Now is the time for B2B marketing teams to revisit what may typically be a tactical method for content creation and take a more strategic approach. Chances are you have a content strategy in place; however before immersing yourself in creating content for content’s sake consider the material covered in your virtual sessions as a wealth of information to fill content gaps in support of your customers’ buyer journey.

Here are a few considerations to help you get the most mileage from your virtual event via content creation:

• Customer journey map
• Audience / persona
• Existing content
• Data, and what’s it telling you?

Customer Journey Map

Your customer journey map is a great place to start when identifying gaps in your content. Visualizing the story of your customer’s experience from initial stages (unaware to aware) to a long-term relationship, from their perspective, is critical. From your audience or customer perspective, what are the expectations and the experience at each stage of the journey? Is there a logical flow of content that keeps them engaged? What is the next best asset? Is there enough content to tell a cohesive story? Review your existing content and place the assets within each relevant stage. This is a great way to visualize gaps, especially from the perspective of your future / existing customer. Audience / Persona

Circling back to your event, you probably have an audience or persona in mind for whom this event is ideal. As you are building your segment for the invitations you will likely incorporate demographics including their title, their department, perhaps their age range and their digital behavior. For your registrants and attendees, what is the next best asset to support their journey based on their persona? How does your audience consume content? Where do they find information if they are not attending the event? For each persona within the demand unit, begin mapping their customer journey and the existing assets to support each phase to identify gaps in content. As each persona has different behaviors, combining the persona and journey will help inform you of the gaps and develop incremental content formats. Now that you have transitioned from face to face to a virtual event, who are the other individuals in the demand unit or buying committee that may have registered, and are their personas covered by the content you are thinking of creating? Where do they find information? What formats appeal to them?

Content format

The material covered in your sessions provides an opportunity to create additional assets in abbreviated formats. Based upon your audience and how they consume, your available budget and the outcomes you want to drive should determine the content formats to produce:

• Review your archive of assets to determine what formats work the best for your audience
• Consider abbreviated formats including a top ## list, blog, infographic, how to article
• Customer Journey Insights, what is your data telling you?

Another approach to creating incremental content, or for that matter prioritizing what to develop, is to use data and reporting to identify where the majority of your contacts are falling within your buyer journey. Buyers, influencers… people consume content at their own pace. You may find an individual who follows the journey you prescribed, completing a short registration form, actively engaging with content and tools within your website or media platforms. And then, you will also find contacts that engage once, twice, or even travel down the journey and then go dormant. In fact, you may find contacts who ‘go dormant’ at various stages. Your marketing automation platform is a great tool for identifying where contacts fall within the customer journey, and if those contacts are active or dormant within a particular stage. Where is the greatest concentration of contacts within your customer journey? What is the makeup of that audience? Using your customer journey map, identify the concentration of your database within each stage that is active and dormant.

Meet the leader behind the success of MarketOne

Fred Ewald, Founder and CEO of MarketOne International. Fred founded MarketOne in 1998 in Waltham, Massachussets. Over the following 18 years he has steered the international expansion of the company, applying his expertise in business operations, finance and IT. Prior professional experience includes a role as VP of Operations at Impole Corp. and positions at Arthur Andersen and Siemens Nixdorf.

“By consolidating globally with MarketOne, clients benefit from a level of cohesion and visibility impossible with separate suppliers. Duplication and doubt are replaced by the certainty of a consistent approach and predictable outcomes.”