Power Tools forDemand Generation
Today’s AgendaYour Desired Outcome:Challenges putting your outcome at risk:
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 ass...
Warning! Warning!           There’s a Risk:           If you are using        Personas and Voice of       the Customer (VO...
Power Positioning® Process                                                    Define your target “status quo” why it’s    ...
Develop prospect-centric,challenge-focused contentthat loosens the status quoand convinces the prospect   they need to cha...
Today’s AgendaYour Desired Outcome:Challenges putting your outcome at risk:
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...
Demand Gen Content ProcessConversation RoadmapIdentifies Desired CustomerOutcomes and the Challengesthat put them at risk!...
Warning! Warning!             There’s a risk:          If you aren’t using        videos as a core part           of your ...
Today’s AgendaYour Desired Outcome:Challenges putting your outcome at risk:
Marketing and Sales Alignment
Apply proven sellingconversation techniquesin providing better leadhand-offs to salespeople with first-call coaching       ...
Marketing and Sales Alignment
Integrated Campaign
Customer SampleEmail                 Video                         Prompter Paper
Nine Powerful Campaigns  Your Conversation Roadmap
Download the Solution Brief                                                        The solution brief                     ...
MARKETING AND SALES MESSAGING CONFERENCE 2012                                                          CHICAGO,           ...
Power tools for demand generation
Power tools for demand generation
Power tools for demand generation
Upcoming SlideShare
Loading in...5
×

Power tools for demand generation

2,117

Published on

Most b2b marketing demand generation relies on volumes of text-heavy content like whitepapers. Whitepapers appeal to the analytical part of the brain but ignore the decision-making part of the brain. Learn how to create sales-ready leads with visual storytelling marketing campaigns.

1 Comment
2 Likes
Statistics
Notes
No Downloads
Views
Total Views
2,117
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
96
Comments
1
Likes
2
Embeds 0
No embeds

No notes for slide

Power tools for demand generation

  1. 1. Power Tools forDemand Generation
  2. 2. Today’s AgendaYour Desired Outcome:Challenges putting your outcome at risk:
  3. 3. Today’s AgendaYour Desired Outcome:Challenges putting your outcome at risk:
  4. 4. Pick the Right Starting Point
  5. 5. Your Prospect’s Brain
  6. 6. 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
  7. 7. Warning! Warning! There’s a Risk: If you are using Personas and Voice of the Customer (VOC) to drive your message development.
  8. 8. 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
  9. 9. Develop prospect-centric,challenge-focused contentthat loosens the status quoand convinces the prospect they need to change.
  10. 10. Today’s AgendaYour Desired Outcome:Challenges putting your outcome at risk:
  11. 11. Whitepaper   Whitepaper  Whitepaper   Whitepaper   Whitepaper   Whitepaper   Whitepaper   Whitepaper   Whitepaper   Whitepaper   Whitepaper  
  12. 12. Whitepaper     Your Prospect’s Brain
  13. 13. Reach the Old Brain Visual Storytelling
  14. 14. Use proven visual storytelling “messageobjects” for appealing to the old brain and breaking free from the written-word trap.
  15. 15. 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
  16. 16. Warning! Warning! There’s a risk: If you aren’t using videos as a core part of your demand generation campaign.
  17. 17. Today’s AgendaYour Desired Outcome:Challenges putting your outcome at risk:
  18. 18. Marketing and Sales Alignment
  19. 19. Apply proven sellingconversation techniquesin providing better leadhand-offs to salespeople with first-call coaching prompters.
  20. 20. Marketing and Sales Alignment
  21. 21. Integrated Campaign
  22. 22. Customer SampleEmail Video Prompter Paper
  23. 23. Nine Powerful Campaigns Your Conversation Roadmap
  24. 24. 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
  25. 25. 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
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×