PRESENTED BY!
#C2C14!
Creating Content Campaigns That!
Push The Mental Buy Button!
David Lewis, CEO, DemandGen Internation...
@demandgenglobal	
  |	
  @demandgendave	
  
CREATING	
  CONTENT	
  CAMPAIGNS	
  THAT	
  
	
  PUSH	
  THE	
  MENTAL	
  BUY	...
@demandgenglobal	
  |	
  @demandgendave	
  
@demandgenglobal	
  |	
  @demandgendave	
  
@demandgenglobal	
  |	
  @demandgendave	
  
@demandgenglobal	
  |	
  @demandgendave	
  
@demandgenglobal	
  |	
  @demandgendave	
  
Look	
  at	
  the	
  words	
  and	
  SAY	
  THE	
  COLOR	
  YOU	
  SEE	
  for	...
@demandgenglobal	
  |	
  @demandgendave	
  
Source:	
  Neuromarke9ng	
  
@demandgenglobal	
  |	
  @demandgendave	
  
Pains,	
  Claims,	
  and	
  Gains	
  
@demandgenglobal	
  |	
  @demandgendave	
  
Source:	
  Neuromarke9ng	
  
@demandgenglobal	
  |	
  @demandgendave	
  
@demandgenglobal	
  |	
  @demandgendave	
  
@demandgenglobal	
  |	
  @demandgendave	
  
@demandgenglobal	
  |	
  @demandgendave	
  
@demandgenglobal	
  |	
  @demandgendave	
  
LEAD	
  NURTURING	
  WITH	
  CONTENT	
  
@demandgenglobal	
  |	
  @demandgendave	
  
The	
  DemandGen	
  Framework™	
  
A	
  holis9c	
  model	
  for	
  engaging	
 ...
@demandgenglobal	
  |	
  @demandgendave	
  
•  Segment	
  
•  Goal	
  
•  Content	
  
•  Timing	
  	
  
•  Measurement	
  ...
@demandgenglobal	
  |	
  @demandgendave	
  
Step	
  2:	
  Plan	
  Your	
  Content	
  (pain,	
  gain,	
  claims)	
  
Suspec...
@demandgenglobal	
  |	
  @demandgendave	
  
Step	
  3:	
  Leverage	
  Your	
  Content	
  Inventory	
  
@demandgenglobal	
  |	
  @demandgendave	
  
Step	
  4:	
  	
  
1.	
  Dra]	
  the	
  nurture	
  flow	
  
2.	
  Build	
  the	...
@demandgenglobal	
  |	
  @demandgendave	
  
Step	
  5	
  :	
  Create	
  the	
  Nurture	
  Assets	
  
@demandgenglobal	
  |	
  @demandgendave	
  
	
  	
  	
  	
  
1.  Suspect	
  
2.  Inquiry	
  
3.  MQL/MDR	
  Working	
  
4....
@demandgenglobal	
  |	
  @demandgendave	
  
	
  	
  	
  	
  
1.  Suspect	
  
2.  Inquiry	
  
3.  MQL/MDR	
  Working	
  
4....
@demandgenglobal	
  |	
  @demandgendave	
  
	
  	
  	
  	
  
1.  Suspect	
  
2.  Inquiry	
  
3.  MQL/MDR	
  Working	
  
4....
@demandgenglobal	
  |	
  @demandgendave	
  
	
  	
  	
  	
  
1.  Suspect	
  
2.  Inquiry	
  
3.  MQL/MDR	
  Working	
  
4....
@demandgenglobal	
  |	
  @demandgendave	
  
Feeling	
  Overworked?	
  
	
  
Too	
  Much	
  Batch	
  and	
  Blast?	
  
Need...
@demandgenglobal	
  |	
  @demandgendave	
  
Reach	
  out	
  for	
  expert	
  guidance	
  and	
  unlimited	
  help	
  from	...
@demandgenglobal	
  |	
  @demandgendave	
  
You’ll	
  be	
  glad	
  you	
  did	
  
@demandgenglobal	
  |	
  @demandgendave	
  
You	
  can	
  learn	
  more	
  on:	
  
-­‐  Marke9ng	
  Automa9on	
  
-­‐  CRM...
@demandgenglobal	
  |	
  @demandgendave	
  
8	
  Key	
  Takeaways	
  
ü  Know	
  thy	
  customer’s	
  pain,	
  the	
  gai...
@demandgenglobal	
  |	
  @demandgendave	
  
DemandGen	
  Interna9onal,	
  Inc.	
  
David	
  Lewis	
  –	
  CEO	
  
	
  
dav...
®	
  
Creating Content Campaigns That Push The Mental Buy Button
Creating Content Campaigns That Push The Mental Buy Button
Creating Content Campaigns That Push The Mental Buy Button
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Creating Content Campaigns That Push The Mental Buy Button

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Creating Content Campaigns That Push The Mental Buy Button

  1. 1. PRESENTED BY! #C2C14! Creating Content Campaigns That! Push The Mental Buy Button! David Lewis, CEO, DemandGen International!
  2. 2. @demandgenglobal  |  @demandgendave   CREATING  CONTENT  CAMPAIGNS  THAT    PUSH  THE  MENTAL  BUY  BUTTON   SPEAKER:  DAVID  LEWIS,  CEO  |  DEMANDGEN  INTERNATIONAL,  INC.   ©  2014  |  DemandGen®  Interna9onal,  Inc.   BUY!
  3. 3. @demandgenglobal  |  @demandgendave  
  4. 4. @demandgenglobal  |  @demandgendave  
  5. 5. @demandgenglobal  |  @demandgendave  
  6. 6. @demandgenglobal  |  @demandgendave  
  7. 7. @demandgenglobal  |  @demandgendave   Look  at  the  words  and  SAY  THE  COLOR  YOU  SEE  for  each  word:   RED  WHITE  GREEN  BLUE  BLACK   GREEN  RED  BROWN  WHITE  BLUE   RED  WHITE  GREEN  BLUE  BLACK   GREEN  RED  BROWN  WHITE  BLUE   BLACK  BLUE  WHITE  BROWN  RED  
  8. 8. @demandgenglobal  |  @demandgendave   Source:  Neuromarke9ng  
  9. 9. @demandgenglobal  |  @demandgendave   Pains,  Claims,  and  Gains  
  10. 10. @demandgenglobal  |  @demandgendave   Source:  Neuromarke9ng  
  11. 11. @demandgenglobal  |  @demandgendave  
  12. 12. @demandgenglobal  |  @demandgendave  
  13. 13. @demandgenglobal  |  @demandgendave  
  14. 14. @demandgenglobal  |  @demandgendave  
  15. 15. @demandgenglobal  |  @demandgendave   LEAD  NURTURING  WITH  CONTENT  
  16. 16. @demandgenglobal  |  @demandgendave   The  DemandGen  Framework™   A  holis9c  model  for  engaging  prospects  and  clients.     Customer  Expansion   Customer  AcquisiIon   Inquiry   Marke9ng  Qualified  Lead   Sales  Accepted  Lead   Opportunity   Customer   Client   Adopter   Advocate   Loyalist   Customer   Nurturing   Lead   Nurturing  
  17. 17. @demandgenglobal  |  @demandgendave   •  Segment   •  Goal   •  Content   •  Timing     •  Measurement   Step  1:  Dra]  a  Lead  Nurture  Project  Brief   It’s  A:  Simple  Guide  Containing  The  Messages  
  18. 18. @demandgenglobal  |  @demandgendave   Step  2:  Plan  Your  Content  (pain,  gain,  claims)   Suspect  Touch  1     •  Pain  message:  Entering  expense  data  into  spreadsheets  sucks     Suspect  Touch  2   •  Pain  message:  Tracking  paper  receipts  is  a  hassle     Suspect  Touch  3   •  Pain  message:  Gedng  reimbursed  is  slow   Call  to  Ac9on:  Download   Asset  Used:  5  Reasons  Why  A  Spreadsheet  is  a  Horrible  Way  to  Create  &  Submit  Expenses  
  19. 19. @demandgenglobal  |  @demandgendave   Step  3:  Leverage  Your  Content  Inventory  
  20. 20. @demandgenglobal  |  @demandgendave   Step  4:     1.  Dra]  the  nurture  flow   2.  Build  the  program  in  the   marke9ng  automa9on  system.  
  21. 21. @demandgenglobal  |  @demandgendave   Step  5  :  Create  the  Nurture  Assets  
  22. 22. @demandgenglobal  |  @demandgendave           1.  Suspect   2.  Inquiry   3.  MQL/MDR  Working   4.  Recycle     Step  6  :  Repeat  for  each  segment  and  key  funnel  stages  
  23. 23. @demandgenglobal  |  @demandgendave           1.  Suspect   2.  Inquiry   3.  MQL/MDR  Working   4.  Recycle    
  24. 24. @demandgenglobal  |  @demandgendave           1.  Suspect   2.  Inquiry   3.  MQL/MDR  Working   4.  Recycle    
  25. 25. @demandgenglobal  |  @demandgendave           1.  Suspect   2.  Inquiry   3.  MQL/MDR  Working   4.  Recycle    
  26. 26. @demandgenglobal  |  @demandgendave   Feeling  Overworked?     Too  Much  Batch  and  Blast?   Need  Guidance?     Not  Enough  Expert  Resources?  
  27. 27. @demandgenglobal  |  @demandgendave   Reach  out  for  expert  guidance  and  unlimited  help  from  
  28. 28. @demandgenglobal  |  @demandgendave   You’ll  be  glad  you  did  
  29. 29. @demandgenglobal  |  @demandgendave   You  can  learn  more  on:   -­‐  Marke9ng  Automa9on   -­‐  CRM   -­‐  Sales  &  Marke9ng  Alignment   -­‐  Demand  Funnel   -­‐  Lead  Nurturing   -­‐  Lead  Scoring   -­‐  Measurement     Free  copies  available  here  or  at:   www.ManufacturingDemand.com  
  30. 30. @demandgenglobal  |  @demandgendave   8  Key  Takeaways   ü  Know  thy  customer’s  pain,  the  gains,  and  your  claims   ü  Create  engaging  and  purposeful  content   ü  Trigger  the  brains  6  s9muli  with  Neuromarke9ng   ü  Follow  the  6  steps  to  great  nurturing   ü  Nurture  the  upper  funnel,  lower  funnel,  and  recycle     ü  Be  agile:  plan,  pilot,  perfect   ü  Measure  against  goals   ü  gethelp@demandgen.com  
  31. 31. @demandgenglobal  |  @demandgendave   DemandGen  Interna9onal,  Inc.   David  Lewis  –  CEO     david@demandgen.com          @demandgendave     www.demandgen.com   www.manufacturingdemand.com   I’d  love  to  hear  from  you!    
  32. 32. ®  

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