B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 3 years ago

11: How Content Can Fuel Your Marketing Engine w/ Dagmar Moreside


What’s the point of all of the content companies are releasing every day?

Blogs, YouTube Videos, Podcasts, webinars, and more.

They all exist because content is fuel for your marketing engine.  If you release high quality content, this engine keeps you at the forefront of your customers’ minds and allows your salespeople to start conversations with prospects who are already very familiar with your work.

Dagmar Moreside is the head of partnerships at Payoneer, a FinTech organization that specializes in innovative cross-border payments.  Dagmar has been operating within the business development and marketing worlds for over 15 years.

She specializes in content marketing and go-to-market strategies within the healthcare, marketing, and tech spaces for enterprise-level and small businesses alike.

Dagmar joined us for this episode of B2B Revenue Acceleration to talk about the importance of aligning marketing and sales, and how content can fuel your marketing engine.

When your customers coming to you havingthat conversation. They probably already done about sixty percent of the work, sothey already know that they oi don't want to buy from you. Have Aconversation. You were listening to bb revenue acceleration, a podcast dedicated helping softwareexecutive stay on the cutting edge of sales and marketing in their industry. Let'sget into the show. Hi, welcome to be, to be a revennew acceleration. My name is Onim with you and I'm here today with thatmore more side from pioneer. Are You doing today? Back Maw, wonderful, Ordia, thanks very much for the opportunity to speak to you and toeverybody today. That's a pleasure. That's a pleasure. So today to beat we want you to discuss with you that mice really around aligning your contentwith your good to market strategy. But before we dive into the details,before we stopped sharing best practices and all that, it would be fromtastic ifyou can show a little bit more about yourself, as well as your rolewithin pioneer and and what what the company does. So be very useful togive us a little bit of background. US to will. You are whatyou do and we walk for basically, yeah, absolutely no problem at all. So I've been operating within Business Development and marketing for over fifteen years now. That's both at a domestic level, when I was working Canada, aswell as internationally, and I focus on setting and executing business strategy. I'vebeen involved with in the health care space, marketing tech and technology, working withenterprise clients primarily, but I've also had a lot of exposure to thesmall and medium enterprises, and so I recently found myself with an opportunity tojoin payoneer. They're a Fintag worn organization. It's essentially an innovative cross border paymentcompany that helps businesses of all sizes, so whether they be merchants or largeorganizations like Airbnb, it helps them all of the world pay and getpaid. So it's pretty wonderful and we connect about six different vertocols. Soit's a great thing that I'm doing here and I'm working as head of partnership, basically to spread the word and to help the businesses in the ecosystem togrow their business, develop the grow to market strategy and primarily leveraging content.Ephilent excellent, but I saw that sounds fantastic even they will have to lookat bione and in a little bit more detail myself because, as you know, we've got operation on both side of the Atlantic and be interesting to seehow we could. Sometimes we struggle to transfer money. Is that as easyas as we would like to think about? No problem, I know that partof your expertise, and you know the conversation that you and I didin the past when what did the opportunity to meet your passion. Your expertis is really around walking on the good to market strategy, particularly for Vendo, while looking at growing and expending. Okay, so we know that inbond marketing and a and a strong countin strategy is suddenly key and it's planningin alignment with your role market strategy. Could you please show your sort onwhy this alignment is so important? Yeah, well, I really noticed this from, you know, having worked in the sales area dealing with customers,but then also having that experience in marketing and actually building out strategies. WhatI noticed is that those two departments send to be quite siloed and organizations,and you know they're both sides of the same coin. There're so the differentside, sorry, of the same coin, meaning that you might be measured ondifferent things. But the end of the day it's all about customer acquisitionand retention, and if you don't have that alignment from understanding who your customeris, where they are and then effectively why they want to do business withyou, then you're losing a lot of data and, as we know,there's so many strategies now in terms of digital coming in. That really meansthat when your customers coming to you having...

...that conversation, they probably already doneabout sixty percent of the work. So they already know that they either wantto buy from you a have a conversation. But you need to build that relationshipand help them during their research period, and that's where understanding what marketing needsto deliver to those customers, based on feedback from your frontline sales forceand then also your sales force being supported by doing that, let's say,have you lifting initially to get those people interested, is really where the alignmentis quite critical. That makes sense. So so it's really yeah, it'sit's almost like an orchestra. You need to have everybody to play at thesame time. Obviously everybody does have a different kind of instrument that they're playingwith, but it's about if you want to get the symphony, you needto have everybody playing their part to get the musical together. So in someof the in some of the that old planning and if we wire to breakdown the planning of content strategy, particularly when you are building your good market, what would be, from your perspective, the steps to follow and to takeinto consideration? Yeah, so you really do need to understand. Youknow, what is your unique selling proposition. You know what do you want tooffer? You can't be ten things and and try to service an entiremarket. You know, there's a particular phrase now called niching down. Ifyou decide that you're going to go for that one vertical, focus on that, do it well, understand your customer and then expand out your additional verticalswhere you see opportunities. Don't try to do everything at once because your messagewill become diluted. So in my experience the steps would be to really understandthe customer and it's very easy to create what you call it a customer Avatar, which is a representation of your ideal client who are they, you know, even from the age they are to what kind of company, what kindof material do they like to read? So you can get a voice.So once marketing is creating content, you're putting together email campaigns, are speakingthem into in the language. You're putting yourself on platforms where they're likely tofind your information. So that step one is really built out that customer Avatarand then create the awareness on those platforms. So we know a lot about socialso linkedin, for instance, is a great bedb platform, really underutilized, and it's not just about paying to play meeting doing the advertising.Now, that will get you a lot of reach, of course, butyou have to figure out what your budget is and maybe you want to seewhat you can get organically. That means just by getting, you know,putting a post on your profile or writing a blog, that you can nowdo and Linkedin and see how many people share that. And once you startbeing creating that awareness about who you are, then you want to make sure thatyou get them off of that platform and onto your website. So that'sthe next step. Don't completely, you know, put all of your eggsin one basket and think, okay, linkedin twitter like these the ways I'mgoing to acquire they're just ways to create the awareness. We had. Wehad to client that we probably met a few a few weeks ago now.Yeah, and one of the big stuff was speaking about how much engagement dayat through social and yeah, yeah, but talking of like that. GotOf Follow Worlds, they've got a Fritweet, they've got lots of people following theblogs. Me, this is quite incredible. The privat difficult and Ithink that's that's the point that you just bought to approach. Is that conversion. I mean absolutely, I would love to have tenzero followers on million followerson twitter, instagram or facebook. But what's the point? I've done ofthose guys actually people who can buy your stuff, because at the end ofthe day, let's face it, sells marketing. Well, in the sameboat. We need to create by planning me to create revenue. We needto wait to convect customers. And while we need to conduct prospect into customacial, to say so, absolutely, yeah, now, you're completely right, andthat's the problem. Initially, I...

...think organizations are getting better at it, and so what you discussed, you know, the likes, the shares, those things are called vanity metrics. Those were things that at the beginningof digital and social everybody was looking at, but then they realized what actually thatdoesn't convert. Just because somebody's following on a page or you know they'reone of your fans, maybe they're not the people you should be paying attentionto. So the people who are responding, the people who are now going clickingon that link that you've shared that brings them back to your website wherethey decide to download a piece of that content that you've given a little teaserin on your social post. That's the person you want to focus on.And if you have a thousand followers and I don't know and ten of themare going to be converting yourselves. That's what you have to be working on, is how many more people can you can you know, do the samethings that you did with those initial ten people and replicate that across those thousand? Because, yeah, at the end of the day you're going to wasteyour time and then the Roli just doesn't there. You're paying for a person'stime to post and be online. You might as well bring them through thefunnel and get them to the point where they're ready for a sale. Absolutely, and it's extremely thing consuming. I don't think when we speak about content, we we try to build content false. I mean, look at what we'redoing right now. It is a form of content. It's time consuming. We enjoy doing it, but it is time consuming. So it's importantto make sure that you can value the time that you've invested and get somesort of writ on around it. So, you know, the rethm could becreating a community. Doesn't need to be linked to revenue straight to were. But I do agree with you did there is a need for value becausehaving for the walls of follow worlds, I think people liking or, youknow, engagement for nothing. It doesn't really make sense for me. Yeah, and I think the other important thing that I've certainly noticed, especially whenyou speak to you know, your more your senior stakeholders, your board members, and you say content and you know they really don't understand what that means. So content means you might be doing a blog post, but it couldalso be what we used to call a white paper. It could be,as you say, this podcast, it could be doing a youtube and contentis really your engine. You know, it's the engine of your website.It's other than that. If you don't have this content that dynamic and you'reconstantly updating it and you're actually looking at the analytics behind your website in termsof what people are looking at, why they're looking at it and actually ifyou get them into your email sequence as well. I mean that's the that'sanother form of conversion. If you're finding your content is not actually doing anything, then you need to change that and that's why it's very important to havegoogle analytics set up behind your website and be monitoring that, look at itevery week. Now have somebody that that's dedicated to kind of see the peaksand the and the falls, and then you can just swap something around.Another really great way is to get a guest post. So look at somebodyin your ecosystem that's very aligned to what you're doing, maybe has the sameaudience, but you're not in competition, and post on each other's website andthen have a link back to each other's website because you're now in front oftheir audience and vice versa. And then also you get a better google rankingbecause google seeing that other people are posting stuff about you, you know thatyou have a link to your website, so you get a much better qualityscore at the end of the day. So think about your content, makeit relevant, plan and measure it. That's wonderful. So on the measuremanpiece. So yes, I am myself to see you off. operatics.Obviously have good people working for me and says marketing and operation. Operation,says, I find it's pretty straightforward to measure people. He's very straightful lotbecause you do a said or you know you did eve something for a client. So it's just this is straightforward. Sometimes a bit complex, but Ithink you know with yels fixed bience you find a formula it's there any specificbest practices that you could show with us all around what seemed what you needto look at? First of all,...

...maybe in the measurement and I thinkyou called the read some of it in your previous sons. But most importantly, do you have any like best practices income of what consussion rate should beexpected? And I know that you will vary from one one company to oneass so maybe you very difficult question to answer, but I'd like to getyour sorts on that in term of what what best practice are from your perspective. That is very difficult to say because it's all going to be based onhow you know your market and you know how you built your audience. Youknow, for instance, if you're doing an email campaign, you know,anything from ten percent to like twenty five percent could be a good open rate, right. And it's also if you look at if you have five peopleand that you're open right. Well, that's very different to having now ahuge list of you know, maybe Twentyzero and that's your open rate. Yeah, so I would say that, you know, what you want to dois look at the industry and try to benchmark yourself against that. But evenif you say, okay, listen, I I've bench marked it and I'mgoing to do a ten percent, so maybe everybody that comes to my website, you know, I want ten percent to sign up, you know,leave their details, may be sign up to my website, download something,so I get their email and then when I get their email, means thatthey've given me permission. You know, ideally we have GDB are that wehave to be very conscious about that. So that is something that you needget to get permitten from. So I mean it's a very good way tostart to, you know, really validate your email list. But you know, so, like I said, if we get ten percent from your websitesigning up to your email list, then it's really good to be able tostart tracking the measurement from your emails, meaning like the open rate or,you know who is come back and said that they want to have a conversationor who has requested some additional information. So you know that can you know, I've spoken to somebody in the financial industry and they get open rates oftwenty five to thirty percent. But then I've worked with an organization in thesauce and technology, you know, very early stage organization. You know wewere probably getting about that. You know, five percent open right in the beginning, and then every month you just try to build up and build itup, and it's all about changing what you say in the in the email. You know, sometimes they show that people like images or maybe like videos, but you know it can't look to canned, it can't look like it'sjust something that there's no thought too. Very General. You can also lookat the people in your email lists and segment them based on some of theinformation that you might have, like maybe company turnover or job title. Howyou speak to see you, it is going to be very different to howyou speak to a middle manager. So maybe that's the first test that youdo have different you know, slightly tweak the language and measure the difference interms of the response. Is it mostly your middle managers coming back to you, or does it is it your senior people know? So that's a goodway to then decide. Okay, what strategy do I need to have?And maybe you know that the middle managers the one who are doing all ofthe initial research and gathering and then they're going to bring in this the CEO. But then I've had the same situation we're the CEO has been so excitedby the information they have because it fits right into a strategy that they're planning. At that we had no idea they were even planning and they contacted medirectly. So it really is about just understanding who your audiences and trust,trying to be as personalized as possible and then looking at each campaign and seeingwhat was the impact and what what really resonated, and keep doing the sameof that. Absolutely I think this is this is making a lot of senseto us because we do a lot of it. We do a lot ofmarketing we do. We do it for us, we do it for clients. Yeah, we look at open rate. If we don't have a good openright, will probably look at the title of the email or the titleof the add or the title of the first thing that people see. Basically, okay. That's because opening means that you've got you open your open abox, if it's a nice box,...

...if it's a few exactly, meansyou have a good subject line. Right, absolutely, and then the conversion.It's ready around the contents. And you know what we found fascinating isthat we've been spending lots of time in the past putting some very nice htmailcontent. I'm talking about team, because of us. Yeah, different,but you know, content. But just to for the most basic which isthe email. It's actually having a simple content. It's having so content thatis simple, bullet pointed, potentially a message that is from someone to someone. You don't have that thing about. You know, Click here to openin your browser eye. So something that is very simple. At films personaland I think that's that's what people tend to respond the best, at leastfor what we do, and at least found campaigns. I do appreciate that. When we speak about measuring, I think we could speak almost about measuringin our position, measuring cells and measuring operation. When it comes to marketingis more about tracking rezards, because what we also realize. Realize that someonewill come back to us through the website from a chat, from an articlethat was written last year. But yeah, they were doing a research that articlepopped up from mining team profile or someone who is thinking profile and theydecide to get into through the routs website for than nating. So it's quiteinteresting to see the journey, because the journey is is is you need totrack it and and and, yeah, to two of the measurement. It'squite a lot of work just that measurement is from. Yeah, and whatyou mentioned is it's really valuable. Actually, once you start to invest in thecampaign, into this content, people think, oh, this is thecost of it. What am I going to do? I want to seesomething right away. I mean it's all about patients. Yeah, probably,as you say, you know you're waiting about three months to six months fortraction because you have to think about how many eyes is that going to cross? And maybe somebody sees it, but they have they don't have the decisionor the need right now. But the great thing about content is now there'sthe ability to make it evergreen, meaning that you know it's going to betimeless really. So you can create something today and then repurpose it. Youknow next year just updated or a lot of people have their things, likeI'm podcast like this will be last for you know, many months, stillbe relevant as well. As you know, you think about Youtube, that typeof stuff. Somebody's looking at you know that the latest microphone and sothey go to an unboxing video and I mean it's from three or four yearsago, but it's still there. It's still bringing people to that individual.So that's the thing. Is your content. The cost is not just that upfrontcost. You have to think about the value over time. You're reallycreating almost like a filing cabinet of all your best works. Completely agree andif it's the way, the way I took about it with my team,and obviously we've put this spot gusts to get us, we, I'm you, are thought of all content strategy. I guess that mouth yeah, Isee I see it too. Main reason why content is important from my veryeigh level perspective. The first one is potentially acquisition of new guestomel. So, someone come across fires on part this podcast. Yeah, and would thinkwhat that's interesting. Maybe listen to as a one and and kind of think, well, okay, what those cays seems to be involved with lots ofpeople that you know. Is that SALT leader ship type of explain that youwant to give them, speaking about topics that is subject matter and and peoplealmost kind of profile. You are thought leader. They may not time.We need to use your stavice is now to engage with you, now,to engage with the people we do the podcast with, but maybe in sixmonths and they will come back. So'St Number One is acquisition. Number twoit's also to accelerate the conversion. I was really short prised, but wemeet with lots of prospects and this prospect don't know that we do the podcast, they don't know that we do artical they don't know that we worctually spendquite a fair off time, a fair amount of timesial, I say,to to speak about what we see in the market, are we feel aboutthe market and share best practices, but when you start the cell cycle witha prospect and the start to look at...

...you and they check you up online, or the CEO will go and check you up online. I think havinga fair amount of content available there in the right format give them the confidenceof engaging with you potentially. So I think it's maybe not a tool foracquisition, I think it's also a tool for accelerating a cell cycle potentially,and we've seen it. We've seen our content strategy be successful in doing both. But again, the trucking is is all the better. The tracking iswhat we find very difficult and we've got a lady marketing at does a fantasticjob, but it's but, but it's complex. Appreciate what you are whatyou are going through. A minute ago that so. So we spoke alot about the content strategy and the steps to take the good to market running. I think we mainly kind of coverd the acquisition, about how you goout there and speak about your said. Well, what I'd like to getyour soult to around now is fretly around. Do you see content helping an increasingcustomer retention rate? I absolutely do. When you look at you know,we call this there's a funnel, a marketing funnel. You know it'sbasically like an inverted triangle. So at the top you know that will beyour awareness, but then right when you start to get to the you knowthat the tip where the salesperson comes in and converts them and now they're acustomer. Will Hey, now the funnel flips upside down and you still needto do the onboarding, validate their decision that they've made the right call workingwith you as a supplier or as a partner and the information that you're providing. So remember now they're at a different stage. So things that you areadding to their day to help them be successful, and it might just bearound the industry, not even necessarily related to your product or your service,but you become that credible source of information because you understand, as I wassaying, that ecosystem or the things that interconnect with what they need and theywill be very happy to have that source or that channel with you. SoI think it's absolutely critical and you get even more information from your customers becauseyou then have an account manager that's talking to them. Sometimes you can dojoint things together, and so they're actually helping populate your content so absolutely whatyou said around thought leadership, credibility, and another thing I've seen it verygood for is when it comes up to renewing any kind of business, ithelps them to build their business case. It's all about what is that sharablecontent? It's so hard to share a text back or product, for sure, and you're trying to show a bunch of stakeholders you know or you're bored. These are the reasons why we need to continue to work with these people. But people like stories, so if your content tells a story about itcould even be a use case or a case study. Of this was achallenge. This is what we did to approach it with our solution, andthis was the outcome. That will be excellent for your customer. You're goingto help them be more successful in selling that solution internally. So do investthat acquisition stage as well as retention stage. Absolutely, okay, what's startly interesting, and again coming back to the point that was formulating late, Ithink you also I who get clients involved. So obviously seen involving clients in yourcontent a good technique also between increase loyalty increased customer retention. Yeah,so there can be you know a couple ways. Sometimes it's a it's aboutbrand building, and you know, both sides are very happy with that becauseit you can reach a wider audience. Sometimes it might be a commercial agreemet where there's some type of, you know, affiliate referral scheme tied toit. So it can happen in any form. But definitely if you're workingwith high profile customer and you know you're a high profile supplier to them,you want this is how you elevate and get that relationship her next step,even if it's something like a joint press release or they're talking about doing aninterview of how you help them. I...

...mean we can see that social proof, and this is where we look at reviews that happen in the sort ofbe the C space. That's very relevant for a Bob. So somebody thatanother organization has decided a partner with you and publicly working on a piece ofcontent with you, then other organizations will really see that as a sign.FK, you guys are okay, because it's not just you saying it,it's their peers in the industry saying it about you as well. So that'salso a very good strategy. But make sure your values are aligned, becauseyou don't want to have, you know, sort of egg on your face ifyou decide to write something you're advocating and then you find you find you'rereally not aligned on some things. Yeah, absolutely, that's that's very useful.Will again that, Moll thank you very much for that and sharing youropinion, point of view and best practicism on the subject matter. But obviouslywe really enjoy the conversation to this few points I will take away myself andwhich in place actually and some of the Germans that you discuss. What veryinteresting. And now, obviously, if any of our listener would like toget in touch as you and pulls you that conversation, HMM, and engagewith you directly, what would be the best way to get in touch withyour that now? Yeah, so my email would be the best, thebest route. And so that is my first name, Dagmar Mo at poneercomand that's spelt P A yo n w e R. Perfect. We thankyou very much, deck mail. Once again, team put that your shotto day was very, very able. It was great to have you ownedthe show and we hope to have you sen again. Thanks ever so much, it's a brilliant topic and I think what you guys are doing are reallyvaluable and, you know, continued success in going global and helping your clientsto do the same absolutely what. Thank you very much for jumfouragements. operaticshas redefined the meaning of revenue generation for technology companies worldwide. While the traditionalconcepts of building and managing inside sales teams inhouse has existed for many years,companies are struggling with a lack of focus, agility and scale required in today's fastand complex world of enterprise technology sales. See O operatics can help your companyaccelerate pipeline at operatics dotnet. You've been listening to BEDB revenue acceleration.To ensure that you never miss an episode, subscribe to the show in your favoritepodcast player. Thank you so much for listening. Until next time.

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