In today’s episode of Triblio’s B2B marketing podcast we interview RingLead’s Director of Marketing: Amanda Nelson
Founded in 2003, RingLead helps solve the dirty data problems for all types of organizations. Their products help to clean, protect and enhance company and contact information, leading to improved organizational efficiency, reliable business intelligence, and maximized ROI on CRM and marketing automation investments.
What advice would you give to marketing directors on their first day?
Having an action plan is critical and to create a really great plan make sure to interview the employees at the company to get a better sense of the company, the customers and the direction of the brand. Next analyze the data that is already available and how it ties to the information that you’ve collected from your initial interviews.
From there you can start crafting a vision, setting goals and choosing metrics that tie into your company’s vision. Having laser focus is important especially at startup because of the limited time and resources at your disposal.
One way to make sure you stay focused is to ask yourself this questions before beginning work on your content projects:
“Does this align with the vision that I’ve set forth?”
If it does, then do it and if it doesn’t, don’t. When you really focus and get to work on the things that matter most you can really start to make a difference and see an uptick in your results.
How do you manage it all?
RingLead currently has a small team that’s beginning to expand but because it’s a small team, team members wear many hats and have to be conservative with resources and time. That’s why they love repurposing content.
Amanda Nelson says:
“Great content marketing is not always about new content. You don’t always have to be reinventing the wheel” – Amanda Nelson, Director of Marketing @ RingLead (CLICK TO TWEET)
The RingLead marketing team likes the idea of having a content engine that produces centralized pieces of gated, meaty content like an ebook or a webinar. They then find ways to break it apart, reuse and recycle it to make it blog posts, mini ebooks, infographics and webinars. RingLead also likes to look internally at case studies, FAQs, emails and their sales team to identify content repurposing opportunities.
“All this content is already in existence. It just takes somebody to actually find it, curate it, organize it and then serve it up.” – Amanda Nelson, Director of Marketing @ RingLead (CLICK TO TWEET)
What tactics are you implementing in your 2015 marketing strategy?
RingLead created a ton of content in 2014, in 2015 they plan on going back and finding the content that worked and didn’t work and re-sharing the successful content and dissecting the content that didn’t perform and finding new ways to repurpose and breathe new life into it.
“I think there’s a lot of opportunity to optimize and rework your existing content. The internet is all about what have you done for me lately and right now versus six months ago.” – Amanda Nelson, Director of Marketing @ RingLead (CLICK TO TWEET)
Also creating sales and marketing alignment is a huge priority for RingLead in 2015. RingLead plans on consistently communicating with the sales team to better understand how they’re leveraging content, if they need specific types of content and to get feedback on what prospects are saying or asking for. RingLead’s marketing team wants to be as responsive as possible to the needs of the sales team and believes that a tight alignment between the two will help in achieving better results.
What are the key marketing performing indicators that you track and measure?
Marketing metrics that RingLead keeps close tabs on are:
- Total Inbound Leads
- Marketing Qualified Leads (MQLs)
- Ratio of Total Leads to MQLS
- Cost per Lead
- Cost per Acquisition
Amanda also has specific website metrics that she’s constantly monitoring like:
- Referral Traffic
- Time on site
- Buyer’s Journey
“Our website is our biggest salesperson. It’s a leading driver of revenue for us” – Amanda Nelson, Director of Marketing @ RingLead (CLICK TO TWEET)
What are your thoughts on thought leadership & guest blogging?
Because Amanda is not a sales expert she’s had a tough time creating content that was credible and authentic she felt that: “People see right through that and that content is not quality.” Amanda made it a goal to get sales experts in the room, not just because these sales experts had the background but because they also were generating the most traffic back to their site because of their own audience.
RingLead, has been able to grow their guest bloggers to 50 in a period of nine month. It’s been a really successful marketing initiative for RingLead and has helped them create content on various topics that they wouldn’t have been able to do without guest blogging. They also open up select webinar and ebook opportunities to their most influential guest bloggers.
What emerging trend do you see with content marketing?
“Just focus – if you continue to focus on delivering helpful quality information to help your audience do their job better you’ll succeed, especially in B2B.” – Amanda Nelson, Director of Marketing @ RingLead (CLICK TO TWEET)
Another trend you’ll see is marketers paying more attention to metrics and data. Quality over quantity is also an overwhelming trends in content marketing. More is not more. Better is more. Focus on what your audience needs and being there for them at the right time, that’s what’s going to work best.