B2B Lead Blog

Watch our latest B2B Lead Roundtable webinar for a powerful case study on how to execute content marketing strategy in the real world and discover how it can build powerful alignment between sales and marketing.

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How ECI Telecom Developed a Content-Marketing Program from Concept to Completion and the Surprising Results from B2B Lead Roundtable on Vimeo.

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I met Michelle Mogelson Levy, Associate Vice President of Marketing Programs for ECI Telecom, when she served on my panel at MarketingSherpa’s Email Summit in January. She had the floor for just 10 minutes to present her company’s content-marketing strategy. But what she had to say, even in that short time, was so rich with actionable takeaways that she definitely deserved more time to share her story.

That’s why I invited her to present at this month’s B2B Lead Roundtable webinar. Michelle candidly revealed what it takes to drive results through content marketing in the real world. She explained why it’s critical to:

• Deeply understand your potential customers, what they want and when they want it, and gain alignment around that from your entire organization.
• Identify each piece of content you have and how it fits into each turn of the buying cycle. She explains why it took four interns 10 months, as well as the input of the entire sales and marketing organization,  to complete that process at ECI.
• Provide information responding to business issues your prospects are facing and why it’s smart to leverage third-party resources they respect to do so.
• Repurpose content if you have limited resources and how to go about it.

Well, I could go on and on, but I recommend that you review the webinar video above, even if you’re not directly involved in content marketing. Here’s why: the process of executing a content marketing program is transforming ECI’s entire marketing and sales organization, making them more aligned and responsive to customers’ needs and each other.

In, literally, the last minute of the webinar, Michelle explained what she considers one of the greatest benefits of her content marketing strategy: sales alignment. Every week, she meets with sales teams worldwide to discuss what marketing is doing.

“It’s critical they understand our activity,” said Michelle, “The emails that were opened, what was sent…showing them the value marketing can provide and aligning our whole process with sales activities.

“This is one of the hardest alignment programs I’ve done, but one of the most beneficial…You can see from the beginning where you generated that lead, how you nurtured that lead, when you passed it to sales, how they accepted it. And now we’re seeing real opportunities that have come as a result of those marketing-sourced leads.”

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Content Marketing, Lead Generation, Lead Nurturing, Lead Scoring, Marketing Strategy, Sales Leads, Thought Leadership, Webcasts/Webinars, Webinar Replay

In the free B2B Lead Roundtable webinar replay below, Paul Teshima, Senior Vice President of Customer Strategy and success for Eloqua, explains what revenue performance management is, and how the fastest-growing companies are using it to optimize return on marketing investment and achieve unprecedented competitive differentiation. Hope Frank, Chief Marketing Officer of Webtrends, and her marketing team detail how their company is executing RPM and their outcomes so far.

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The Evolution from Demand Generation to Revenue Performance Management from B2B Lead Roundtable.

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Lead Generation, ROI Measurement, Thought Leadership, Webcasts/Webinars, Webinar Replay

The economic pressure is not letting up and 2011 will demand more of B2B marketers than ever before. How can you deliver what CEOs most want – quality leads – within tight timelines and even tighter budgets? Where should you place your priorities? How can you rapidly make an impact on your company’s revenue capacity, profit, and growth?

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View and download slides here:

Webinar Replay