B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 4 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 having that conversation. They probably already done about sixty percent of the work, so they already know that they oi don't want to buy from you. Have A conversation. You were listening to bb revenue acceleration, a podcast dedicated helping software executive stay on the cutting edge of sales and marketing in their industry. Let's get into the show. Hi, welcome to be, to be a reven new acceleration. My name is Onim with you and I'm here today with that more more side from pioneer. Are You doing today? Back Maw, wonderful, Ordia, thanks very much for the opportunity to speak to you and to everybody today. That's a pleasure. That's a pleasure. So today to be at we want you to discuss with you that mice really around aligning your content with 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 if you can show a little bit more about yourself, as well as your role within pioneer and and what what the company does. So be very useful to give us a little bit of background. US to will. You are what you 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, as well as internationally, and I focus on setting and executing business strategy. I've been involved with in the health care space, marketing tech and technology, working with enterprise clients primarily, but I've also had a lot of exposure to the small and medium enterprises, and so I recently found myself with an opportunity to join payoneer. They're a Fintag worn organization. It's essentially an innovative cross border payment company that helps businesses of all sizes, so whether they be merchants or large organizations like Airbnb, it helps them all of the world pay and get paid. So it's pretty wonderful and we connect about six different vertocols. So it'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 to grow 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 look at 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 see how we could. Sometimes we struggle to transfer money. Is that as easy as as we would like to think about? No problem, I know that part of your expertise, and you know the conversation that you and I did in the past when what did the opportunity to meet your passion. Your expert is is really around walking on the good to market strategy, particularly for Vendo, while looking at growing and expending. Okay, so we know that in bond marketing and a and a strong countin strategy is suddenly key and it's planning in alignment with your role market strategy. Could you please show your sort on why 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. What I 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 different side, sorry, of the same coin, meaning that you might be measured on different things. But the end of the day it's all about customer acquisition and retention, and if you don't have that alignment from understanding who your customer is, where they are and then effectively why they want to do business with you, 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 means that when your customers coming to you having...

...that conversation, they probably already done about sixty percent of the work. So they already know that they either want to buy from you a have a conversation. But you need to build that relationship and help them during their research period, and that's where understanding what marketing needs to deliver to those customers, based on feedback from your frontline sales force and 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 alignment is quite critical. That makes sense. So so it's really yeah, it's it's almost like an orchestra. You need to have everybody to play at the same time. Obviously everybody does have a different kind of instrument that they're playing with, but it's about if you want to get the symphony, you need to have everybody playing their part to get the musical together. So in some of the in some of the that old planning and if we wire to break down 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 take into consideration? Yeah, so you really do need to understand. You know, what is your unique selling proposition. You know what do you want to offer? You can't be ten things and and try to service an entire market. You know, there's a particular phrase now called niching down. If you 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 verticals where you see opportunities. Don't try to do everything at once because your message will become diluted. So in my experience the steps would be to really understand the 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 kind of 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 speaking them into in the language. You're putting yourself on platforms where they're likely to find your information. So that step one is really built out that customer Avatar and then create the awareness on those platforms. So we know a lot about social so linkedin, for instance, is a great bedb platform, really under utilized, and it's not just about paying to play meeting doing the advertising. Now, that will get you a lot of reach, of course, but you have to figure out what your budget is and maybe you want to see what you can get organically. That means just by getting, you know, putting a post on your profile or writing a blog, that you can now do and Linkedin and see how many people share that. And once you start being creating that awareness about who you are, then you want to make sure that you get them off of that platform and onto your website. So that's the next step. Don't completely, you know, put all of your eggs in one basket and think, okay, linkedin twitter like these the ways I'm going to acquire they're just ways to create the awareness. We had. We had 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 day at through social and yeah, yeah, but talking of like that. Got Of Follow Worlds, they've got a Fritweet, they've got lots of people following the blogs. Me, this is quite incredible. The privat difficult and I think 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 followers on twitter, instagram or facebook. But what's the point? I've done of those guys actually people who can buy your stuff, because at the end of the day, let's face it, sells marketing. Well, in the same boat. We need to create by planning me to create revenue. We need to wait to convect customers. And while we need to conduct prospect into customacial, to say so, absolutely, yeah, now, you're completely right, and that'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 beginning of digital and social everybody was looking at, but then they realized what actually that doesn't convert. Just because somebody's following on a page or you know they're one of your fans, maybe they're not the people you should be paying attention to. So the people who are responding, the people who are now going clicking on that link that you've shared that brings them back to your website where they decide to download a piece of that content that you've given a little teaser in 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 them are 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 same things 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 waste your time and then the Roli just doesn't there. You're paying for a person's time to post and be online. You might as well bring them through the funnel 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're doing right now. It is a form of content. It's time consuming. We enjoy doing it, but it is time consuming. So it's important to make sure that you can value the time that you've invested and get some sort of writ on around it. So, you know, the rethm could be creating 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 because having for the walls of follow worlds, I think people liking or, you know, 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 when you 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 could also be what we used to call a white paper. It could be, as you say, this podcast, it could be doing a youtube and content is 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're constantly updating it and you're actually looking at the analytics behind your website in terms of what people are looking at, why they're looking at it and actually if you get them into your email sequence as well. I mean that's the that's another 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 have google analytics set up behind your website and be monitoring that, look at it every week. Now have somebody that that's dedicated to kind of see the peaks and 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 somebody in your ecosystem that's very aligned to what you're doing, maybe has the same audience, but you're not in competition, and post on each other's website and then have a link back to each other's website because you're now in front of their audience and vice versa. And then also you get a better google ranking because google seeing that other people are posting stuff about you, you know that you have a link to your website, so you get a much better quality score at the end of the day. So think about your content, make it relevant, plan and measure it. That's wonderful. So on the measureman piece. 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 lot because 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 I think you know with yels fixed bience you find a formula it's there any specific best practices that you could show with us all around what seemed what you need to look at? First of all,...

...maybe in the measurement and I think you 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 be expected? And I know that you will vary from one one company to one ass so maybe you very difficult question to answer, but I'd like to get your 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 on how you know your market and you know how you built your audience. You know, 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 people and that you're open right. Well, that's very different to having now a huge list of you know, maybe Twentyzero and that's your open rate. Yeah, so I would say that, you know, what you want to do is look at the industry and try to benchmark yourself against that. But even if you say, okay, listen, I I've bench marked it and I'm going 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 that they've given me permission. You know, ideally we have GDB are that we have to be very conscious about that. So that is something that you need get to get permitten from. So I mean it's a very good way to start to, you know, really validate your email list. But you know, so, like I said, if we get ten percent from your website signing up to your email list, then it's really good to be able to start 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 conversation or 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 of twenty five to thirty percent. But then I've worked with an organization in the sauce and technology, you know, very early stage organization. You know we were 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 it up, 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's just something that there's no thought too. Very General. You can also look at the people in your email lists and segment them based on some of the information that you might have, like maybe company turnover or job title. How you speak to see you, it is going to be very different to how you speak to a middle manager. So maybe that's the first test that you do have different you know, slightly tweak the language and measure the difference in terms 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 good way 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 of the 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 excited by 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 me directly. 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 seeing what was the impact and what what really resonated, and keep doing the same of that. Absolutely I think this is this is making a lot of sense to us because we do a lot of it. We do a lot of marketing 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 open right, will probably look at the title of the email or the title of 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 a box, if it's a nice box,...

...if it's a few exactly, means you have a good subject line. Right, absolutely, and then the conversion. It's ready around the contents. And you know what we found fascinating is that we've been spending lots of time in the past putting some very nice htmail content. I'm talking about team, because of us. Yeah, different, but you know, content. But just to for the most basic which is the email. It's actually having a simple content. It's having so content that is simple, bullet pointed, potentially a message that is from someone to someone. You don't have that thing about. You know, Click here to open in your browser eye. So something that is very simple. At films personal and I think that's that's what people tend to respond the best, at least for what we do, and at least found campaigns. I do appreciate that. When we speak about measuring, I think we could speak almost about measuring in our position, measuring cells and measuring operation. When it comes to marketing is more about tracking rezards, because what we also realize. Realize that someone will come back to us through the website from a chat, from an article that was written last year. But yeah, they were doing a research that article popped up from mining team profile or someone who is thinking profile and they decide to get into through the routs website for than nating. So it's quite interesting to see the journey, because the journey is is is you need to track it and and and, yeah, to two of the measurement. It's quite a lot of work just that measurement is from. Yeah, and what you mentioned is it's really valuable. Actually, once you start to invest in the campaign, into this content, people think, oh, this is the cost of it. What am I going to do? I want to see something 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 for traction 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 decision or the need right now. But the great thing about content is now there's the ability to make it evergreen, meaning that you know it's going to be timeless really. So you can create something today and then repurpose it. You know next year just updated or a lot of people have their things, like I'm podcast like this will be last for you know, many months, still be relevant as well. As you know, you think about Youtube, that type of stuff. Somebody's looking at you know that the latest microphone and so they go to an unboxing video and I mean it's from three or four years ago, 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 upfront cost. You have to think about the value over time. You're really creating almost like a filing cabinet of all your best works. Completely agree and if 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, I see I see it too. Main reason why content is important from my very eigh level perspective. The first one is potentially acquisition of new guestomel. So, someone come across fires on part this podcast. Yeah, and would think what 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 of people that you know. Is that SALT leader ship type of explain that you want to give them, speaking about topics that is subject matter and and people almost 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 six months and they will come back. So'St Number One is acquisition. Number two it's also to accelerate the conversion. I was really short prised, but we meet 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 spend quite a fair off time, a fair amount of timesial, I say, to to speak about what we see in the market, are we feel about the market and share best practices, but when you start the cell cycle with a 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 having a fair amount of content available there in the right format give them the confidence of engaging with you potentially. So I think it's maybe not a tool for acquisition, 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 is what we find very difficult and we've got a lady marketing at does a fantastic job, but it's but, but it's complex. Appreciate what you are what you are going through. A minute ago that so. So we spoke a lot 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 go out there and speak about your said. Well, what I'd like to get your soult to around now is fretly around. Do you see content helping an increasing customer retention rate? I absolutely do. When you look at you know, we call this there's a funnel, a marketing funnel. You know it's basically like an inverted triangle. So at the top you know that will be your awareness, but then right when you start to get to the you know that the tip where the salesperson comes in and converts them and now they're a customer. Will Hey, now the funnel flips upside down and you still need to do the onboarding, validate their decision that they've made the right call working with 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 are adding to their day to help them be successful, and it might just be around 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 was saying, that ecosystem or the things that interconnect with what they need and they will be very happy to have that source or that channel with you. So I think it's absolutely critical and you get even more information from your customers because you then have an account manager that's talking to them. Sometimes you can do joint things together, and so they're actually helping populate your content so absolutely what you said around thought leadership, credibility, and another thing I've seen it very good for is when it comes up to renewing any kind of business, it helps them to build their business case. It's all about what is that sharable content? 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 it could even be a use case or a case study. Of this was a challenge. This is what we did to approach it with our solution, and this was the outcome. That will be excellent for your customer. You're going to help them be more successful in selling that solution internally. So do invest that acquisition stage as well as retention stage. Absolutely, okay, what's startly interesting, and again coming back to the point that was formulating late, I think you also I who get clients involved. So obviously seen involving clients in your content 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 about brand building, and you know, both sides are very happy with that because it you can reach a wider audience. Sometimes it might be a commercial agree met where there's some type of, you know, affiliate referral scheme tied to it. So it can happen in any form. But definitely if you're working with 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 an interview 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 of be the C space. That's very relevant for a Bob. So somebody that another organization has decided a partner with you and publicly working on a piece of content 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's also a very good strategy. But make sure your values are aligned, because you don't want to have, you know, sort of egg on your face if you decide to write something you're advocating and then you find you find you're really 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 your opinion, point of view and best practicism on the subject matter. But obviously we really enjoy the conversation to this few points I will take away myself and which in place actually and some of the Germans that you discuss. What very interesting. And now, obviously, if any of our listener would like to get in touch as you and pulls you that conversation, HMM, and engage with you directly, what would be the best way to get in touch with your that now? Yeah, so my email would be the best, the best route. And so that is my first name, Dagmar Mo at poneercom and that's spelt P A yo n w e R. Perfect. We thank you very much, deck mail. Once again, team put that your shot to day was very, very able. It was great to have you owned the 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 really valuable and, you know, continued success in going global and helping your clients to do the same absolutely what. Thank you very much for jumfouragements. operatics has redefined the meaning of revenue generation for technology companies worldwide. While the traditional concepts 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 fast and complex world of enterprise technology sales. See O operatics can help your company accelerate 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 favorite podcast player. Thank you so much for listening. Until next time.

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