Your SlideShare is downloading. ×
Marketing Strategies with 3-D Content Mapping
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Marketing Strategies with 3-D Content Mapping

1,669
views

Published on

Join Micky Long (Vice President & Practice Director - Lead Nurturing, Arketi Group) and Derek Grant (Sr. Vice President of Sales at Pardot, An ExactTarget® Company), as they give us an in-depth view …

Join Micky Long (Vice President & Practice Director - Lead Nurturing, Arketi Group) and Derek Grant (Sr. Vice President of Sales at Pardot, An ExactTarget® Company), as they give us an in-depth view of how to use 3-D Content Mapping to increase market reach and show us how to put it all into action.

Published in: Technology

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,669
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
24
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Learn  the  Latest   Marke4ng  Strategies  with   3-­‐D  Content  Mapping    Presented  by:    Micky  Long,  Vice  President  &  Prac.ce  Director  -­‐  Lead  Nurturing,  Arke.  Group  Derek  Grant,  Sr.  Vice  President  of  Sales,  Pardot  -­‐  An  ExactTarget®  Company  
  • 2. Speakers    • Micky  Long,  Vice  President  and   Prac.ce  Director,  Lead  Nurturing   Arke4  Group    • Derek  Grant,  Sr.  Vice  Pres.  of  Sales,   Pardot  -­‐  An  ExactTarget®  Company     2  
  • 3. Agenda      •  Introduc4ons  •  3-­‐D  Content  Mapping  •  Message  Types  •  Simple  Campaigns  •  Ques4ons     3  
  • 4. 3-­‐D  Content  Mapping    Micky  Long,  Vice  President  &  Prac?ce  Direc?on,  Lead  Nurturing  Arke?  Group  
  • 5. Top  content  challenges   Top  Content  Challenges   Challenges   0   1%   Engaging  content   7%   Enough  content   Budget     12%   Lack  of  exec  buy-­‐in   42%   Content  variety   License  budget   18%   20%   5  
  • 6. Defining  3-­‐D  Content  Mapping  Three  main  components:   1 Mapping  to  pain  point   2 Mapping appropriate content 3 Mapping to buy cycle 6  
  • 7. Pain  Points  Uncovered  • Develop  personas  • Key  Ques4ons  Who What Why 7  
  • 8. 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       Educa.on:  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 8  
  • 9. Top  Persona-­‐Building  Methods   Persona-­‐building  methods   Mining  in-­‐house  database   43%   Customer/prospect  survey   47%   Sales  interviews   56%  Customer/prospect  interviews   64%   0%   10%   20%   30%   40%   50%   60%   70%   9  
  • 10. Pain  Points  Uncovered  Research  comes  from  anywhere  •  Sales  feedback  •  Industry  publica4ons  /  reports   10  
  • 11. Pain  Points  Uncovered  If  you  can’t  find  it,  create  your  own   •  Conduct  industry   surveys   •  Survey  your  database   11  
  • 12. 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  
  • 13. Call-­‐to-­‐Ac?on  /  Content  To  be  effec?ve,  content  must  be:   •  Relevant   •  Varied   •  Personal   •  Fresh   Emails with a mix of industry and product info Product comparisons, price info, offers Industry white papers, Case studies, Post-sales communication, educational material other validation info user newsletter 13  
  • 14. Why  variety  is  cri?cal     Content  type  u?lized  during  business  search   Podcast  Presenta4on   Infographic   Video   E-­‐book   Blog  post   Case  study   Webinar  White  paper   0%   20%   40%   60%   80%   100%  Source:  DemandGen  Report,  Content  Preference  Survey   14  
  • 15. Reuse   15  
  • 16. Reuse  Start  with  a  white  paper,  run  a  podcast,    create  a  video   16  
  • 17. Reuse  Partner  with  an  analyst,  run  a  webinar,  highlight  in  a  collateral  piece   17  
  • 18. 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,  Influen.al  Marke.ng  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   18  
  • 19. 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.   19  
  • 20. 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 20  
  • 21. Prospect  Drip  Program  10%  Response  Rate  20-­‐30%  Response  Rate  40+%  Response  Rate   21  
  • 22. Message  TypesLight  v.  Heavy  HTML    Derek  Grant,  Pardot-­‐An  ExactTarget®  Company  
  • 23. Choose  the  Right  Type  of  Email   Mapping to buy cycle 23  
  • 24. Choose  the  Right  Type  of  Email   Mapping to buy cycle 24  
  • 25. Choose  the  Right  Type  of  Email   Mapping to buy cycle 25  
  • 26. Simple  CampaignsPrac?cal  Ideas  For  Prospects  
  • 27. Educate  Non-­‐Sales  Ready  Leads   Premise   •  Retain  early  stage  leads  as  marke4ng   assets   •  “Put  the  pebble  in  the  shoe”       Strategy   •  Heavy  HTML  from  Marke.ng@   •  Whitepapers,  broad  webinars     Goal   •  Create  an  MQL   27  
  • 28. 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  Marke.ng@     Goal   •  A  more  responsive  MQL     28  
  • 29. 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   29  
  • 30. Automate  Trial  Messaging   Try  it  before  you  buy  it…   •  Product  trials   •  Consistent  messages   •  Defined  end  point     Content   •  From  Marke.ng@  &  Heavy  HTML   •  “How  To”  videos,  KB  ar4cles,   ROI  info   •  Align  4ming  with  trial  4meline     Goal   •  Convert  4re  kicker  to  customer   30  
  • 31. Re-­‐Engage  acer  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   31  
  • 32. Ques?ons  
  • 33. Contact  Informa?on  Micky  Long   Derek  Grant  Arke?  Group   Pardot,  An  ExactTarget®  Company  Vice  President  and  Prac.ce   Sr.  Vice  President  of  Sales  Director  -­‐  Lead  Nurturing   derek.grant@pardot.com  mlong@arke4.com   @derekgrant  www.twiker.com/arke4   33  

×