By Payal Parikh, Director of Client Engagement at Heinz Marketing
Are you one of those modern marketers who has a healthy arsenal of content your teams can use but just don’t know where to find it?
At one point in my career, the prospect of developing an effective nurture strategy seemed overwhelming. I was madly looking at a number of case studies, whitepapers, webinars, blog posts, e-books. I was new on the job and didn’t know where to start. So I started a spreadsheet, and manually recorded them all. I put them into color-coded buckets to identify which assets could be used as Top, Mid and Bottom funnel assets.
Even though this was a painful process, through it I realized these assets can work as valuable CTAs for nurture emails. I could convert high performing blog-posts into PDFs and use them in Marketo nurture campaigns. But what happens after Marketo campaigns are up and running, and I move on to the next project? I needed something that could store all the assets in one place and categorize them according to the business needs.
Once the nurture strategy was developed and we started execution, I very quickly realized I faced another problem. In order to support this program, I would need to create about 150+ different landing pages for all the assets in the program. It was impractical to create all these landing pages. And keeping them on a shared drive somewhere would make them hard to find by others in the marketing and sales organization.
Pathfactory seemed like a tool that came to the rescue:
- Assign stage and score: I uploaded all my assets, marked them as Top, Middle or Bottom funnel depending on which stage of the buyer’s journey it will fit in. Each asset was assigned a score so the reader/lead gets scored for X number of seconds on the asset.
- Content Grouping: Grouped binge-worthy content together AKA Target Tracks with content pieces that fit well in the buyer’s journey.
- Just drop in the target track URL anywhere you like: Marketo email, paid ads, social media, even the website CTA! And instead of just one PDF or a single content piece, your reader receives a single link to multiple content pieces in that target track you hand-picked just for them.
- Marketo Sync: You can also have a form on PathFactory which integrates into your Marketo instance. That means all the engagement data goes straight into Marketo and the lead keeps getting scored.
- Coolest part for me? Analytics!!: I can now see who engaged with each content piece and for how long. Evaluate content pieces performing better than others and what content groups (target tracks) are performing better than others so I can clone the tracks (Shhhh…). I can also see if readers are binging the content or if they are leaving right after the first asset.
Netflix and YouTube have carved a path ahead for creating binge-able content providing viewers a custom friction-less experience in the B2C world. And PathFactory works similarly for the B2B world.
Have you faced similar issues? Are you using any other lead nurturing or engagement tools to drive content? How do you like it? I’d love to here about those in the comments section below!