When you’re growing a company it’s doing the little things right that matter. There’s content marketing, then there’s content marketing that creates product demand. There’s lead generation, then there’s lead generation that creates paying customers, or as we call it, pipeline marketing.
In today’s post, leading inbound marketers share with you tactics, data and examples of what works when it comes to demand generation marketing..
They are hungry online marketers from SaaS companies like TinyHR, Intelliresponse, and GoChime. These companies are growing. So when their demand generation marketers explain what's working, it’s worth a listen.
Create Enticing Video Case Studies
Video format web content can quickly communicate why prospects should care about your product or service. A video case study should allow audiences to distill what you do, and the business impact you can make on their organization.
Tim Peters, Head of Digital at IntelliResponse, says producing an effective case study requires having the hard data, i.e. the results that you can share in video format:
This means knowing at the outset the KPI’s you want to measure, and documenting the effect you had on your customer's organization. Weaving that with storytelling -- with a great introduction, a middle section with pleasing visuals, and a conclusion with the results you achieved -- will create a successful case study video.
To measure performance Peters looks at both hard data and feedback from prospects and sales reps. He looks at how many leads are generated after watching a video case study, tracking demo requests and content downloads that happen after watching a video case study.
Here’s what their reporting dashboard looks like.
If you haven't considered investing in video content, now is a good time.
Quantity of Leads, By Content Type
This is surprising. B2B videos have long been thought as an indirect driver of interest and trust, not a driver of leads.
Use LinkedIn Ads To Zero In On Your Target Market
OK, you’ve put a good amount of thought into it and you’ve crafted a buyer persona. You’ve created content based on these personas. Now how do you reach them?
In B2B social media marketing you’re going to have to target audiences on LinkedIn Ads. Generating demand on LinkedIn requires testing your content first. How popular your content is helps you understand who your sales team should be targeting.
We shared our learnings after spending $50,000 on LinkedIn Ads, but when it comes to targeting the right audience we asked our friends at TINYhr.
Laura Troyani, Marketing at TINYhr, shared with us some insight on using LinkedIn to better understand your target market.
By testing click through rates for different audience segments, you can:
1) Improve your content, increasing the chances it resonates with audiences, and
2) You’ll provide your sales team with job level information that will help them decide who to target on LinkedIn.
“We used a 1-week test with LinkedIn Ads to achieve this. We promoted our Employee Engagement & Organizational Culture report to different functional heads, with the following results,” explains Troyani.
The chart shows that on job function parameter resulted in a lower CTR, but a high number of leads, and a cheaper cost per lead.
Troyani says while it’s too early to know if Function B will convert as well to paying customers, but it offers us data that we never had before about where to focus our time.
Troyani compared overall results in the US to Canada and says, "Our platform is just as effective for Canadian managers as it is for American managers, and Canada is traditionally a cheaper market to sell in to. But, as the table below shows, a US-centric approach continues to be cheaper for now."
Use Custom and Lookalike Audiences on Facebook To Generate Demand
If you have a list of your best customers, you’re probably thinking: How can I find more customers like them?
If you’re using paid social on Facebook you can segment a custom audience and create a “lookalike” audience. This allows you to use Facebook’s hundreds of data points to create a similar audience list based on targeting parameters that you already know are working.
Austin Evarts, CEO of GoChime, says this demand generation tactic often gets forgotten, but it generates demand for GoChime.
You start by segmenting your initial custom audience into your highest value customers and then matching that list to Facebook.
You can do this in the Audience Manager section on Facebook. From there, you create a "lookalike audience" from your original list. Facebook generates your lookalike audience based on similarities across hundreds of different data points tracked across each social profile. This lookalike audience can take up to 48 hours to build.
Here’s an important tip from Evarts:
One trick I've learned is to start by advertising news/press about our company before I run direct ads about what GoChime does. I've found that this warms people up and puts them in the mentality that they "should know about GoChime", before I'm actually telling them about GoChime.
Here's an example of an ad that works for GoChime.
Evarts finds advertising to lookalike audiences based on key customers segments to be hugely successful, “It's one of our favorite demand generation hacks and ultimately a major driver for revenue at GoChime.”
Be Resourceful With Your Content Marketing
We’ve talked about content creation and promoting your content to the right audience. Now it’s time to talk about how you’re going to get the most miles out of the research and data you produced for your content marketing.
There are two forces that will make it difficult for your content to succeed. Quality content is time consuming to create, and your audience has preferences when it comes to the channels and media formats.
You have a choice when it comes to content production. You can create lot’s of content in different mediums and for different channels. Or you can focus on creating a really strong content strategy, for example completing industry research or creating a free tool, and then repurpose that into content across different media formats and channels.
You should do the latter.
Peters explains, "In a world where new social media networks pop up on a daily basis, and quality content is highly coveted and junk can be spotted a mile away, investing in high quality content and repurposing it into a white paper, infographic, social share images, video case study, and powerpoint for your sales team will help you scale. We call this ‘atomization’ and it’s a pillar of what we do at IntelliResponse, a 7 Company."
The Last Word
We’ve covered creating effective video content, finding the the right audience for your content, and reaching audiences with paid social advertising.
The marketers we talked to in this post are either developing their channel or found one that is working. When you have a repeatable process in place for generating demand, customers, and revenue, then you know you’ve found something special -- and valuable.