How To Generate (And Nurture) Leads With Brittany Berger From Mention [ACM 014]
![How to Generate and Nurture Leads with Brittany Berger from Mention](https://media.coschedule.com/uploads/how-to-generate-and-nurture-leads.png?w=3840&q=75)
How To Generate (And Nurture) Leads With Brittany Berger From Mention
Click To Tweet- All about Mention, including what Brittany does and what types of content the company handles.
- Lead generation: What it means and what goals Brittany had when solving challenges in generating and converting leads.
- How to prioritize tasks and projects to optimize lead generation.
- An overview of tactics and strategies that Brittany and her team have tried and used to generate and convert leads.
- How HubSpot has been a valuable part of marketing automation, as well as how to use and repurpose blog content.
- What to track to understand the types of content that are likely to appeal to your target client.
- Why building an e-mail list is important to conversions.
- “Our goal is really on optimizing the lead nurturing funnels... to improve conversion rates.”
- “Email is the most effective way to reach someone on a regular basis. It’s not as crowded as social media.”
- “There’s no set or right way.... It’s easy to create unnecessary content, so I’m glad we started small and waited.”
Transcript
Nathan: Marketing exists to sell a products or service, am I right? Is marketing helping you convert qualified leads for your business who are super likely to become future customers? That’s the question Brittany Berger, the head of content in public relations at Mention has been solving recently. Together with her team mates at Mention, Britney has pulled together a complete strategy. Her plan helps generate inbound leads and nurture them deeper into the funnel toward that ultimate purchase decision. The way she has approached this process is really, really cool. She didn’t do everything at once but rather published some content to look at that data and later focus her efforts more on the projects that were really pushing the needle. Britney is going to share how you can generate and nurture qualified leads like the rockstar marketer that you are. Hey, I’m Nathan from CoSchedule and I’m really excited to dive in. Let’s just let Brittany share her story on this episode of the Actionable Content Marketing podcast. Hey Brittany, thanks a lot for being on the podcast today. I’m really excited to hear more about how you’re generating leads at Mention. Brittany: Thanks so much for having me. Nathan: Awesome. Brittany, let’s get down to what is Mention? Brittany: Mention is a software that lets you monitor your brand, your competitor, anything you want online. Media monitoring and social listening tools, track the web, social media, lots of different sources, and there’s also engagement and analytics and everything, all that good stuff that influence your dashboard. It’s really helpful for marketers or PR firms or anyone who’s big part of their job requires being clued into online conversations and stuff. Nathan: Yeah. And I think it’s a pretty amazing tool in one that we really like to use at CoSchedule especially for listening and responding to what our followers are sharing about CoSchedule online. Brittany: That’s so great. Happy to hear that. Nathan; My next question. What are some of the things that you do at Mention as the Head of Content in PR? Brittany: I manage all the team’s content, obviously in the name. From strategy through promotion of new pieces. That involves different projects for us like managing the editorial calendar, we do a lot of publishing posts and collaborating with different companies and promoting them on social media, forums, wherever else is best for that personal article. Also kind of the kind of the resident red pen. Editing kind of everything, most of our team is actually in France, a lot of translating and proofreading content that was originally written in a different language, stuff like that, just kind of the grammar nerd. Nathan: It sounds like you have a lot to do. Brittany: Yeah. We also do a lot of dated content as well that ties the blog back to our overall business goals, I’m involved in that as well. Nathan: What’s your favorite part of the job? Brittany: This kind of isn’t a specific duty or anything but I really like finding small wins. Not even accomplishing the small win which is usually kind of easy but the process, hunting for it, finding the gaps in your marketing strategy, figuring out what content needs to go there, and then creating that. I just really like the treasure hunt. I don’t know, it’s really fun. Nathan: I think that ties into exactly what we want to talk today with generating leads with your process. Just to dive a little bit deeper into the conversation that we want to have today, there are lots of different kinds of leads and I think that term has the potential to be confusing at times because of that. Could you describe what lead generation means to you? Brittany: Alright. For us with our current focus in business goals and everything, it’s mostly collecting emails to nurture and warm up for sales who then you’ll contact about the demo request. Right now, we’re really focusing on our enterprise features and the bigger plans. We’re looking more at like demo requests, then something like signing up for our premium version, that’s where our focus is in terms of our lead. In the past it’s been free, now it’s an email, someone to nurture. Nathan: That makes a lot of sense. I’m excited to explore this topic way deeper with you. What was the biggest challenge you had there that you were facing with lead generation as you sought to improve this? Brittany: For us, it was just kind of that we were almost starting from scratch with a ton of content that it was all kind of focused around something else. And, we also had a ton of use cases that we really were important, that we needed to address right away. It was just kind of a scenario where everything felt like top priority and everything needed to get done. Nathan: Prioritization is key. Brittany: Our primary focus was just building out content at a minimum, like one piece for each stage of the buyer’s journey for our most important use cases, getting them out into the world and then we went back and turned them into nurturing things, added more to them, stuff like that but we just try to get the bear minimum out there first so that we could start bringing in at least a few leads while we were doing the rest of it. Nathan: Yeah. I really like that idea of basically applying a startup mentality of the minimum viable product to project management in a way. Brittany: Yeah, definitely. And that influences all parts of our process too. We also create the content in sprints and just our overall culture influences our content creation a lot. Nathan: Yeah. I love that. I would say it’s the same for us here at CoSchedule, the way we manage projects is a lot driven by product management strategy. Brittany, I’m wondering, what was the goal that you had as you looked at solving this lead generation challenge? Brittany: We wanted to initially like I said create the minimum viable thing. That was like the ebooks, the cheat sheets for our most important use cases and creating a resource hub. Creating something that would just bring in leads for us while it did the rest of the job, now our goal is really on optimizing the actual lead nurturing funnels once we’ve collected someone’s email address so that we can improve the conversion rates of the people going through everything right now. Improving the overall funnel, focusing on other areas.![Our goal is really on optimizing the lead nurturing funnels ... to improve conversion rates.](https://media.coschedule.com/uploads/brittany-berger-lead-nurturing.png?w=3840&q=75)
![Email is the most effective way to reach someone on a regular basis.](https://media.coschedule.com/uploads/brittany-berger-email-quote.png?w=3840&q=75)
![There's no set or right way. It's easy to create unnecessary content, so I'm glad we started small and waited.](https://media.coschedule.com/uploads/brittany-berger-mention-quote.png?w=3840&q=75)
![podcast_brittany-cta](https://media.coschedule.com/uploads/Podcast_Brittany-cta-770x239.png?w=3840&q=75)