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New Engagement Models (Candyce Edelen)

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  • 1. Candyce  Edelen  -­‐  PropelGrowth   CEO  and  Founder   §  Content  marke+ng   specializing  in  financial   services  technology.       §  Co-­‐founded  two  financial   technology  companies   §  12  years  experience   specializing  in  the   Capital  Markets       2   ©  2014  PropelGrowth,  LLC   @CandyceEdelen  
  • 2. Case  Study  –  Financial  Technology  Provider   §  Small  financial  technology  provider   §  Customers  include  50%  of  the  global  +er  1  banks   §  55%  annual  growth   §  95%  customer  reten+on   §  60+  employees   §  London,  Sydney,  Chicago,  New  York   3   ©  2014  PropelGrowth,  LLC   @CandyceEdelen  
  • 3. Tac>cs  vs.  Strategy   4   ©  2014  PropelGrowth,  LLC   @CandyceEdelen  
  • 4. Content  Audit   5   ©  2014  PropelGrowth,  LLC   @CandyceEdelen  
  • 5. What  Is  “It”???   6   ©  2014  PropelGrowth,  LLC   @CandyceEdelen  
  • 6. Establish  a  Strategy   Marke+ng  Strategy   Customer   Research   Sales   Strategy   Company   Strategy   7   ©  2014  PropelGrowth,  LLC   @CandyceEdelen  
  • 7. Targe>ng  in  Financial  Services   8   Account   Strategy   37   Target   Firms   3   Target   Divisions   4   Target   Buyers   ©  2014  PropelGrowth,  LLC   @CandyceEdelen  
  • 8. How  Banks  Discover  Solu>ons   9   ©  2014  PropelGrowth,  LLC   @CandyceEdelen  
  • 9. What  We  Knew  About  Our  Targets   10   Audience   Events   Earned   Media   Ar+cle   Placement   Email   Word  of   Mouth   ©  2014  PropelGrowth,  LLC   @CandyceEdelen  
  • 10. Coping  with  a  Content  Beast   •  Awareness   •  Drip  campaigns   •  Sales  support   •  Buying  stages   •  Build  audience     •  Thought  leadership   •  Media  outreach   •  Email  marke+ng   •  Lead  genera+on   11   ©  2014  PropelGrowth,  LLC   @CandyceEdelen  
  • 11. Hair:  pillow  and   saddle  stuffing   Pelt:  clothing   and  blankets   Stomach:   buckets  and     cooking  pots   Horns:  toys,   decora+ons,     cutlery,   cooking  utensils   and  cups   Bones:   sewing  needles   arrowheads   saddle  frames,   knives  and  tools   Tendons:   sewing  thread   and  bowstrings   Skull:   religious  rituals   Hump:   most  flavored  meat   Hooves:   glue  and  tools   Tongue:     food   Fat:   cooking,     soap   Brain:  for     tanning  hide   Meat:   Food  plus   preserved  as   dried  jerky   12   ©  2014  PropelGrowth,  LLC   @CandyceEdelen  
  • 12. Using  Every  Part  of  the  Buffalo   13   ©  2014  PropelGrowth,  LLC   @CandyceEdelen  
  • 13. Object  Trading  Buffalo   Premium  Content   Research  Report   Premium  Deriva>ves   Video   Webinar   Live     Panel   Event   Low  Cost  Deriva>ves   2     Byline     Ar>cles     7     Blog     Posts     5   Email   Campaigns   2     Event   Recordings   14   ©  2014  PropelGrowth,  LLC   @CandyceEdelen  
  • 14. Opportuni>es  for  Amplifica>on   15   ©  2014  PropelGrowth,  LLC  
  • 15. Results  So  Far…   Of  the  37  Target  Firms   •  30  interac+ng  with  content   •  13+  par+cipa+ng  in  events   •  12  addi+onal  high  value   targets  engaged   Sales   •  5  deals  in  “stalled”  stage  are   engaging  with  content   •  Added  2  new  sales  people   to  work  the  opportuni+es   Awareness   •  Extensive  content  sharing   •  Dozens  of  earned  media   placements   16   ©  2014  PropelGrowth,  LLC   @CandyceEdelen  
  • 16. Key  Takeaways   §  The  Content  Beast   likes  to  eat  Buffalo!   §  Buyer  Persona   research  delivers   reams  of  content   §  Deriva+ve  ≠   Repurposed   17   ©  2014  PropelGrowth,  LLC   @CandyceEdelen  
  • 17. Key  Takeaways   18   ©  2014  PropelGrowth,  LLC  
  • 18. For  More  Informa>on   Visit  www.PropelGrowth.com     Contact  Candyce  Edelen   cedelen@propelgrowth.com   +1  201-­‐751-­‐9494   @candyceedelen   19   ©  2014  PropelGrowth,  LLC   @CandyceEdelen