Marketing Strategies with 3-D Content Mapping


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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.

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Marketing Strategies with 3-D Content Mapping

  1. 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. 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. 3. Agenda      •  Introduc4ons  •  3-­‐D  Content  Mapping  •  Message  Types  •  Simple  Campaigns  •  Ques4ons     3  
  4. 4. 3-­‐D  Content  Mapping    Micky  Long,  Vice  President  &  Prac?ce  Direc?on,  Lead  Nurturing  Arke?  Group  
  5. 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. 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. 7. Pain  Points  Uncovered  • Develop  personas  • Key  Ques4ons  Who What Why 7  
  8. 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. 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. 10. Pain  Points  Uncovered  Research  comes  from  anywhere  •  Sales  feedback  •  Industry  publica4ons  /  reports   10  
  11. 11. Pain  Points  Uncovered  If  you  can’t  find  it,  create  your  own   •  Conduct  industry   surveys   •  Survey  your  database   11  
  12. 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. 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. 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. 15. Reuse   15  
  16. 16. Reuse  Start  with  a  white  paper,  run  a  podcast,    create  a  video   16  
  17. 17. Reuse  Partner  with  an  analyst,  run  a  webinar,  highlight  in  a  collateral  piece   17  
  18. 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,  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. 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. 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. 21. Prospect  Drip  Program  10%  Response  Rate  20-­‐30%  Response  Rate  40+%  Response  Rate   21  
  22. 22. Message  TypesLight  v.  Heavy  HTML    Derek  Grant,  Pardot-­‐An  ExactTarget®  Company  
  23. 23. Choose  the  Right  Type  of  Email   Mapping to buy cycle 23  
  24. 24. Choose  the  Right  Type  of  Email   Mapping to buy cycle 24  
  25. 25. Choose  the  Right  Type  of  Email   Mapping to buy cycle 25  
  26. 26. Simple  CampaignsPrac?cal  Ideas  For  Prospects  
  27. 27. Educate  Non-­‐Sales  Ready  Leads   Premise   •  Retain  early  stage  leads  as  marke4ng   assets   •  “Put  the  pebble  in  the  shoe”       Strategy   •  Heavy  HTML  from   •  Whitepapers,  broad  webinars     Goal   •  Create  an  MQL   27  
  28. 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     Goal   •  A  more  responsive  MQL     28  
  29. 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. 30. Automate  Trial  Messaging   Try  it  before  you  buy  it…   •  Product  trials   •  Consistent  messages   •  Defined  end  point     Content   •  From  &  Heavy  HTML   •  “How  To”  videos,  KB  ar4cles,   ROI  info   •  Align  4ming  with  trial  4meline     Goal   •  Convert  4re  kicker  to  customer   30  
  31. 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. 32. Ques?ons  
  33. 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   @derekgrant   33