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

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

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

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

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