Power tools for demand generation

Power Tools forDemand Generation

Today’s AgendaYour Desired Outcome:Challenges putting your outcome at risk:

Pick the Right Starting Point

Your Prospect’s Brain

Wake the Old Brain Your messaging needs to: •  Make the status quo unsafe •  Challenge current assumptions •  Create urgency for change •  Show desired outcomes at risk

Warning! Warning! There’s a Risk: If you are using Personas and Voice of the Customer (VOC) to drive your message development.

Power Positioning® Process Define your target “status quo” why it’s safe and where there are gaps Customer Status Quo Outcome Outcome Outcome Identify executive outcomes and at risk at risk at risk strategic objectives that may be at riskThreats Threats Threats Reveal threats, problems and missed opportunities for each outcome that need toProblems Problems Problems be solved to reach desired outcome Misses Misses Misses New Needs New Needs New Needs Re-define the needs and point to your relevant and advantaged strengths that solve for each challenge aboveSolution Solution Solution Describe the positive business impact, including customer stories with contrastNew End New End New End before and after the solution State State State

Develop prospect-centric,challenge-focused contentthat loosens the status quoand convinces the prospect they need to change.

Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper Whitepaper

Whitepaper Your Prospect’s Brain

Reach the Old Brain Visual Storytelling

Use proven visual storytelling “messageobjects” for appealing to the old brain and breaking free from the written-word trap.

Demand Gen Content ProcessConversation RoadmapIdentifies Desired CustomerOutcomes and the Challengesthat put them at risk!Visual StoryboardDevelops a well-choreographedvisual storyboard based oneach identified ChallengeQuick Video ModulesDelivers a fast-paced, 2-3 minutevignette with visuals and voiceover

Warning! Warning! There’s a risk: If you aren’t using videos as a core part of your demand generation campaign.

Marketing and Sales Alignment

Apply proven sellingconversation techniquesin providing better leadhand-oﬀs to salespeople with first-call coaching prompters.

Marketing and Sales Alignment

Integrated Campaign

Customer SampleEmail Video Prompter Paper

Nine Powerful Campaigns Your Conversation Roadmap

Download the Solution Brief The solution brief contains links to a customer sample toolset. Download the PDF and then click on the icons on page 2. Click to Downloadhttp://win.corporatevisions.com/PowerToolsforDemandGeneration_SolutionBrief-Download.html

MARKETING AND SALES MESSAGING CONFERENCE 2012 CHICAGO, SEPT. 18-20 3 Professional Development Break Out Tracks: 1.  Marketing Messaging & Content Creation 2.  Sales Customer Conversation DeliveryBilly Ben 3.  Power Coaching Workshop forBeane Zander Sales Managers Learn More and Register at http://conference.corporatevisions.com

Power tools for demand generation

by Corporate Visions, Inc. on Jun 15, 2012

Accessibility

Categories

Upload Details

Usage Rights

Statistics

Power tools for demand generation Presentation Transcript