Add Fuel to Your Campaign Fires with 3-D Content Mapping
 

Add Fuel to Your Campaign Fires with 3-D Content Mapping

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Marketing automation experts Micky Long (Vice President, Arketi Group) and Derek Grant (SVP of Sales, Pardot) give you an in-depth look at taking your content from one-dimensional to 3D in this ...

Marketing automation experts Micky Long (Vice President, Arketi Group) and Derek Grant (SVP of Sales, Pardot) give you an in-depth look at taking your content from one-dimensional to 3D in this hour-long, information-packed webinar.

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Add Fuel to Your Campaign Fires with 3-D Content Mapping Add Fuel to Your Campaign Fires with 3-D Content Mapping Presentation Transcript

  • Add  Fuel  to  your  Campaign  Fires  with   3-­‐D  Content  Mapping  Presented  by:      Micky  Long,  Vice  President,  Arke4  Group  Derek  Grant,  Sr.  Vice  President  of  Sales,  Pardot    June  21,  2012    
  • Speakers    •  Micky  Long,  Vice  President,   Arke4  Group    •  Derek  Grant,  Sr.  Vice  President   of  Sales,  Pardot     2  
  • Agenda      •  Introduc4ons  •  3-­‐D  Content  Mapping  •  Message  Types  •  Simple  Campaigns  •  Ques4ons     3  
  • 3-­‐D  Content  Mapping    Micky  Long,  Arke=  Group  
  • Defining  3-­‐D  Content  Mapping  Three  main  components:   1 Mapping  to  pain  point   2 Mapping appropriate content 3 Mapping to buy cycle 5  
  • Pain  Points  Uncovered  •  Develop  personas  •  Key  Ques4ons    Who What Why 6  
  • Completed  Buyer  Persona   “I  have  3  concerns  when  I  sit  down  at  my  desk:  ‘what’s  our  cash   flow?’  ‘what  is  revenue/customer?’  and  ‘how  efficient  is  our  plant   running?’”     Brad  the  CFO   Age:  45       Educa4on:  Bachelor’s  (Finance)  with  most  likely  an  MBA  About Brad Goals Words-phrases Objections•  Reports to CEO •  Efficiency that resonate •  Cost too much•  Has financial responsibility for firm •  Less expenses •  ROI •  Burdensome•  Spends too much time on compliance/ •  Proven ROI •  Proven implementati risk mitigation/SOX •  Better •  Financially on•  Must see fast ROI financial stable ratios •  IntegratedCFO Message Influencers Proof Points•  “Our plant solutions can bring •  Peers •  Avg.20% immediate ROI through reduced •  Case studies decrease in inventory.” with ROI inventory•  “We enhance compliance through •  Current •  30% less advanced reporting.” clients waste •  Analyst firms 7  
  • Persona  Outline   John  Doyle   “Delivering  high  service  levels  and  suppor4ng  cost  effec4ve  growth   CIO   are  key.”     “The  business  is  moving  faster  than  IT  can  support  it.”  Other  Titles:     Goals:    •  VP  Informa4on  Systems,  CTO   •  Lower  cost  of  delivery,  business   innova4on  and    increased  services  Challenges:       capabili4es  •  Business  units  making  requests  faster   Solu=on  Value  Drivers:   than  IT  can  deliver   •  Fast  onboarding  Costs:     •  Inventory  visibility  •  License  so^ware  maintenance  fees   and  configuring  legacy  systems   8  
  • Persona Outline Persona  Outline   Brian  May   “Current  cost  of  delivery  and  skills  required  for  the  current  solu4ons  is   Director  of   unmanageable.”   Opera4ons   “Our  current  vendor  con4nues  to  raise  maintenance.”   “I  need  to  understand  how  we  are  performing  for  our  Lines  of  Business.”  Other  Titles:     Goals:    •  COO,  VP/Dir.  Opera4ons   •  Efficient  processes  Challenges:     •  Reduce  cost  •  Escala4ng  material/labor  costs   •  Simplify  process  •  Supply  chain  issues   Solu=on  Value  Drivers:  •  Vendor  management  issues   •  Save  4me  •  Outmoded  business  processes   •  Save  money  Costs:   •  Improve  opera4ons  •  People,  materials,  outsourced  services   •  Implement  best  prac4ces   9  
  • Pain  Points  Uncovered  Research  comes  from  anywhere   •  Sales  feedback   •  Industry  publica4ons  /  reports   10  
  • Pain  Points  Uncovered  If  you  can’t  find  it,  create  your  own   •  Conduct  industry   surveys   •  Survey  your  database   11  
  • Buy  Cycle  Integrated  Now  that  we  know  who  they  are,  it’s  =me  to  determine   where  they  are  in  the  buy  cycle:   Awareness: Window shopping. Discovery: Browsing. Validation: Comparing. 12  
  • Call-­‐to-­‐Ac=on  /  Content  To  be  effec=ve,  content  must  be:   •  Relevant   •  Varied   •  Personal   Emails with a mix of Product comparisons, industry and product info price info, offers •  Fresh   Industry white papers, Case studies, Post-sales communication, educational material other validation info user newsletter 13  
  • Reuse   14  
  • Reuse  Start  with  a  white  paper,  run  a  podcast,    create  a  video   15  
  • Reuse  Partner  with  an  analyst,  run  a  webinar,  highlight  in  a  collateral  piece   16  
  • Curate  (Borrow)  Content  Cura=on  -­‐  is  a  term  that  describes  the  act  of  finding,  grouping,  organizing  or  sharing  the  best  and  most  relevant  content  on  a  specific  issue.                              –  Courtesy  of  Rohit  Bhargava,  Influen4al  Marke4ng  blog    Five  Cura=on  Models:  1.  Aggrega4on  –  “Top  five  4ps  for  success”  2.  Dis4lla4on  –  shorten  and  simplify  3.  Eleva4on  –  spot  trends  from  other  material  4.  Mashup  –  pulling  together  items  to  create  new  POV  5.  Chronology  –  Pulling  together  4meline  to  show  trends   17  
  • Cura=on  Tips  •  Know  your  market  (have  we  said  that  before?)  •  Always  be  searching  •  Look  for  the  unusual  •  Don’t  forget  to  akribute    •  Commercial  tools  are  available  (Curata)  •  Don’t  overlook  Google  alerts,  RSS  feeds,  LinkedIn   discussions,  etc.   18  
  • Put  It  All  Into  Ac=on   Well-­‐mapped  content  can  feed  highly  effec=ve  drip  marke=ng  programs   Industry Industry Industry Industry IndustryAwareness White Paper Response Webinar Response White Paper Response Webinar Response Podcast Response N N N N Y Y Y Y Technical Product TechnicalDiscovery Response Response Response Return to Pool White Paper Case Study White Paper N N N Y Y Y Vendor Product ProductValidation Video Response Datasheet Response Case Study Response N N N Y Y Y Offer/ Sales 19  
  • Prospect  Drip  Program  10%  Response  Rate  20-­‐30%  Response  Rate  40+%  Response  Rate   20  
  • Message  Types  Light  v.  Heavy  HTML    Derek  Grant,  Pardot      
  • Choose  the  Right  Type  of  Email   Mapping to buy cycle 22  
  • Choose  the  Right  Type  of  Email   Mapping to buy cycle 23  
  • Choose  the  Right  Type  of  Email   Mapping to buy cycle 24  
  • Simple  CampaignsPrac=cal  Ideas  For  Prospects  
  • Educate  Non-­‐Sales  Ready  Leads   Premise   •  Retain  early  stage  leads  as   marke4ng  assets   •  “Put  the  pebble  in  the  shoe”     Strategy   •  Heavy  HTML  from  Marke4ng@   •  Whitepapers,  broad  webinars   Goal   •  Create  an  MQL  
  • Recycle  Dormant  Leads   So  They  Don’t  Want  to  Talk   •  Recycle  non-­‐responsive  leads   •  Automa4on  can  reclaim     Strategy   •  Revert  to  broad  content   (Whitepapers,  Webinars,  etc…)   If  Successful  Sales  Engagement   •  Light  HTML  from  “Assigned  User”   If  No  Sales  Engagement   •  Heavy  HTML  from  Marke4ng@   Goal   •  A  more  responsive  MQL    
  • Stay  Top  of  Mind   Stay  Top-­‐of-­‐Mind     •  Stay  in  touch   •  Non-­‐responsive  leads   •  Re-­‐acquain4ng  the  prospect   with  key  features   Content   •  Light  HTML  from  “Assigned   User”   Goal   •  Faking  sincerity  un4l   re-­‐engagement  
  • Automate  Trial  Messaging   Try  it  before  you  buy  it…   •  Product  trials   •  Consistent  messages   •  Defined  end  point   Content   •  From  Marke4ng@  &  Heavy  HTML   •  “How  To”  videos,  KB  ar4cles,   ROI  info   •  Align  4ming  with  trial  4meline   Goal   •  Convert  4re  kicker  to  customer  
  • Re-­‐Engage  aaer  a  Loss   They  Bought  From  Who???   •  Nurture  Closed  /  Lost  Opportuni4es   •  Prospects  using  a  compe44ve   product   Strategy   •  Light  HTML  from  “Assigned  User”     •  Wait  several  months  to  start   •  Align  4ming  with  contract  term   Goal   •  Another  chance  to  make  a  first   impression  
  • Ques=ons    
  • Contact  Informa=on  Micky  Long   Derek  Grant  Arke=  Group   Pardot  Vice  President   Sr.  Vice  President  of  Sales  mlong@arke4.com   derek.grant@pardot.com  www.twiker.com/arke4   @derekgrant   32