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Pardot Elevate 2011: Designing Content for your Marketing Machine
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  • How often do prospects search for your keywords?\n
  • How often do prospects search for your keywords?\n
  • How often do prospects search for your keywords?\n
  • How often do prospects search for your keywords?\n
  • How often do prospects search for your keywords?\n
  • How often do prospects search for your keywords?\n
  • How often do prospects search for your keywords?\n
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  • Push constantly to known contacts. Interruption. Shouting louder than your competitors.\n
  • Push constantly to known contacts. Interruption. Shouting louder than your competitors.\n
  • Push constantly to known contacts. Interruption. Shouting louder than your competitors.\n
  • Push constantly to known contacts. Interruption. Shouting louder than your competitors.\n
  • Push constantly to known contacts. Interruption. Shouting louder than your competitors.\n
  • Push constantly to known contacts. Interruption. Shouting louder than your competitors.\n
  • Push constantly to known contacts. Interruption. Shouting louder than your competitors.\n
  • Push constantly to known contacts. Interruption. Shouting louder than your competitors.\n
  • Push constantly to known contacts. Interruption. Shouting louder than your competitors.\n
  • Push constantly to known contacts. Interruption. Shouting louder than your competitors.\n
  • Push constantly to known contacts. Interruption. Shouting louder than your competitors.\n
  • Push constantly to known contacts. Interruption. Shouting louder than your competitors.\n
  • Push constantly to known contacts. Interruption. Shouting louder than your competitors.\n
  • Push constantly to known contacts. Interruption. Shouting louder than your competitors.\n
  • Push constantly to known contacts. Interruption. Shouting louder than your competitors.\n
  • Push constantly to known contacts. Interruption. Shouting louder than your competitors.\n
  • Push constantly to known contacts. Interruption. Shouting louder than your competitors.\n
  • Push constantly to known contacts. Interruption. Shouting louder than your competitors.\n
  • Push constantly to known contacts. Interruption. Shouting louder than your competitors.\n
  • Push constantly to known contacts. Interruption. Shouting louder than your competitors.\n
  • Push constantly to known contacts. Interruption. Shouting louder than your competitors.\n
  • Push constantly to known contacts. Interruption. Shouting louder than your competitors.\n
  • Push constantly to known contacts. Interruption. Shouting louder than your competitors.\n
  • Push constantly to known contacts. Interruption. Shouting louder than your competitors.\n
  • Push constantly to known contacts. Interruption. Shouting louder than your competitors.\n
  • Push constantly to known contacts. Interruption. Shouting louder than your competitors.\n
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Transcript

  • 1. TM More Leads. Higher Quality. Lower Cost Designing  Content   for  your Marke=ng  Machine Elevate  November  16,  2011Friday, November 18, 2011
  • 2. These  slides  are  made  available  to  you  as  a  courtesy.  They  remain  the   copyrighted  property  of  Gossamar  Inc.  You  may  share  them  at  will,   but  please  remember  to  a=ribute  them  to  us  if  you  do.Friday, November 18, 2011
  • 3. Eric  Goldman President These  slides  are  made  available  to  you  as  a  courtesy.  They  remain  the   copyrighted  property  of  Gossamar  Inc.  You  may  share  them  at  will,   but  please  remember  to  a=ribute  them  to  us  if  you  do. TwiEer:  @gossamar Facebook:. http://www.facebook.com/pages/Gossamar-Inc/189667453494 LinkedIn Profile: http://www.linkedin.com/in/ericgoldmangossy Website: http://www.gossamar.comFriday, November 18, 2011
  • 4. Introduction •  It’s  a  Process  -­‐  CPIFriday, November 18, 2011
  • 5. Introduction •  It’s  a  Process  -­‐  CPI •    Content  is  King  -­‐  the  fuelFriday, November 18, 2011
  • 6. Introduction •  It’s  a  Process  -­‐  CPI •    Content  is  King  -­‐  the  fuel •    Context  is  QueenFriday, November 18, 2011
  • 7. Introduction •  It’s  a  Process  -­‐  CPI •    Content  is  King  -­‐  the  fuel •    Context  is  Queen •    Timing  is  everythingFriday, November 18, 2011
  • 8. Introduction This  is  why  we  need  to:Friday, November 18, 2011
  • 9. Introduction This  is  why  we  need  to: •  Know  our  visitors PersonasFriday, November 18, 2011
  • 10. Introduction This  is  why  we  need  to: •  Know  our  visitors Personas •  Understand  what  informa=on  they  want  Buying-­‐CyclesFriday, November 18, 2011
  • 11. Introduction This  is  why  we  need  to: •  Know  our  visitors Personas •  Understand  what  informa=on  they  want  Buying-­‐Cycles •  Know  when  they  want  itFriday, November 18, 2011
  • 12. Introduction This  is  why  we  need  to: •  Know  our  visitors Personas •  Understand  what  informa=on  they  want  Buying-­‐Cycles •  Know  when  they  want  it •  Know  its  value  to  them  and    preferred  formatFriday, November 18, 2011
  • 13. Agenda 1.  Introduc=on 2.  Content’s  purpose 3.  Developing  Personas 4.  Deciphering  Buying-­‐Cycles 5.  Designing  Content 6.  PuUng  it  all  together 7.  Developing  Insight 8.  ConclusionFriday, November 18, 2011
  • 14. Content’s Purpose There  are  4  goals:Friday, November 18, 2011
  • 15. Content’s Purpose There  are  4  goals: Inform  and  Educate Display  Thought  Leadership Erect  Barriers  to  CompeFFon And  the  4th?Friday, November 18, 2011
  • 16. Content’s Purpose There  are  4  goals: Inform  and  Educate Display  Thought  Leadership Erect  Barriers  to  CompeFFon Sell  !Friday, November 18, 2011
  • 17. Content’s Purpose But…Friday, November 18, 2011
  • 18. Content’s Purpose But… Content  is  difficult!Friday, November 18, 2011
  • 19. Content’s Purpose But… Content  is  difficult! Time CreaFve  Effort PublicaFon  Effort/CostFriday, November 18, 2011
  • 20. Content’s Purpose So  create  the  minimum!Friday, November 18, 2011
  • 21. Content’s Purpose Tips  to  followFriday, November 18, 2011
  • 22. Agenda 1.  Introduc=on 2.  Content’s  purpose 3.  Developing  Personas 4.  Deciphering  Buying-­‐Cycles 5.  Designing  Content 6.  PuUng  it  all  together 7.  Developing  Insight 8.  ConclusionFriday, November 18, 2011
  • 23. Developing Personas Profile  #  1:  OperaFons  ManagerFriday, November 18, 2011
  • 24. Developing Personas Profile  #  1:  OperaFons  Manager  Products/Services:  SoluFon  #1Friday, November 18, 2011
  • 25. Developing Personas Profile  #  1:  OperaFons  Manager  Products/Services:  SoluFon  #1 Titles: •  OperaFons  Manager •  Director  of  OperaFons •  VP  of  OperaFons  (Vice  President…)Friday, November 18, 2011
  • 26. Developing Personas Profile  #  1:  OperaFons  Manager  Products/Services:  SoluFon  #1 Role: i)  Manages  the  operaFon  of  the   business  funcFon  in  which  your   product/service  will  be  installed/ operated/used. ii)  Role  in  decision-­‐making-­‐process?Friday, November 18, 2011
  • 27. Developing Personas Profile  #  1:  OperaFons  Manager  Products/Services:  SoluFon  #1  Concerns: •  Needs  InformaFon •  Needs  ease  of  use •  Conscious  of  costs •  Wants/expects  high  quality •  Is  it  swamp  land  in  Florida?Friday, November 18, 2011
  • 28. Developing Personas Profile  #  1:  OperaFons  Manager  Products/Services:  SoluFon  #1  QuesFons: •  What  is…? •  How  much  does  it  cost? •  Who  on  my  team  looks  at  this?Friday, November 18, 2011
  • 29. Agenda 1.  Introduc=on 2.  Content’s  purpose 3.  Developing  Personas 4.  Deciphering  Buying-­‐Cycles 5.  Designing  Content 6.  PuUng  it  all  together 7.  Developing  Insight 8.  ConclusionFriday, November 18, 2011
  • 30. Deciphering Persona Buying-Cycles Classic  B2B:Friday, November 18, 2011
  • 31. Deciphering Persona Buying-Cycles Classic  B2B: •  Awareness •  Research •  Evaluate  AlternaFves •  Purchase  Decision •  Ongoing  SupportFriday, November 18, 2011
  • 32. Deciphering Persona Buying-Cycles Classic  B2B: IMA  B2B: •  Awareness •  Research •  Evaluate  AlternaFves •  Purchase  Decision •  Ongoing  SupportFriday, November 18, 2011
  • 33. Deciphering Persona Buying-Cycles Classic  B2B: IMA  B2B: •  Awareness •  Identify/define  problem •  Research •  Research  SoluFons •  Evaluate  AlternaFves •  Analyze  and  Evaluate •  Purchase  Decision •  Purchase •  Ongoing  Support •  Post-­‐Sale  SupportFriday, November 18, 2011
  • 34. Tips 1: It’s a Team Effort Make  Content  the  Company’s  ProblemFriday, November 18, 2011
  • 35. Tips 1: It’s a Team Effort Make  Content  the  Company’s  Problem •  Orient  Company  CultureFriday, November 18, 2011
  • 36. Tips 1: It’s a Team Effort Make  Content  the  Company’s  Problem •  Orient  Company  Culture •  Walk  the  walk  -­‐  know  the  value  ($5-­‐$10k  per  White  Paper  =  CPL?)Friday, November 18, 2011
  • 37. Tips 1: It’s a Team Effort Make  Content  the  Company’s  Problem •  Orient  Company  Culture •  Walk  the  walk  -­‐  know  the  value  ($5-­‐$10k  per  White  Paper  =  CPL?) •  Give  prizes  and  peer  recogniFonFriday, November 18, 2011
  • 38. Tips 2: Understanding Personas •  Interview  Sales,  Support,  Field  Service,  AccounFngFriday, November 18, 2011
  • 39. Tips 2: Understanding Personas •  Interview  Sales,  Support,  Field  Service,  AccounFng •  What  did  you  do  to  help  the  prospect  become  a  client  or  deal  with  an  issue?Friday, November 18, 2011
  • 40. Tips 2: Understanding Personas •  Interview  Sales,  Support,  Field  Service,  AccounFng •  What  did  you  do  to  help  the  prospect  become  a  client  or  deal  with  an  issue? •  What  informaFon  did  the  client  ask  for  and  when  (stage?)Friday, November 18, 2011
  • 41. Tips 2: Understanding Personas •  Interview  Sales,  Support,  Field  Service,  AccounFng •  What  did  you  do  to  help  the  prospect  become  a  client  or  deal  with  an  issue? •  What  informaFon  did  the  client  ask  for  and  when  (stage?) •  Not  all  Personas  travel  through  all  stagesFriday, November 18, 2011
  • 42. Tips 2: Understanding Personas •  Interview  Sales,  Support,  Field  Service,  AccounFng •  What  did  you  do  to  help  the  prospect  become  a  client  or  deal  with  an  issue? •  What  informaFon  did  the  client  ask  for  and  when  (stage?) •  Not  all  Personas  travel  through  all  stages •  The  progression  is  not  always  linearFriday, November 18, 2011
  • 43. Tips 2: Understanding Personas •  Interview  Sales,  Support,  Field  Service,  AccounFng •  What  did  you  do  to  help  the  prospect  become  a  client  or  deal  with  an  issue? •  What  informaFon  did  the  client  ask  for  and  when  (stage?) •  Not  all  Personas  travel  through  all  stages •  The  progression  is  not  always  linear •  Cycles  vary  in  duraFon  -­‐  Sales  will  know  yoursFriday, November 18, 2011
  • 44. Tips 2: Understanding Personas •  Interview  Sales,  Support,  Field  Service,  AccounFng •  What  did  you  do  to  help  the  prospect  become  a  client  or  deal  with  an  issue? •  What  informaFon  did  the  client  ask  for  and  when  (stage?) •  Not  all  Personas  travel  through  all  stages •  The  progression  is  not  always  linear •  Cycles  vary  in  duraFon  -­‐  Sales  will  know  yours •  Pinpoint  campaign  or  source  for  ROIFriday, November 18, 2011
  • 45. Tips 3: Deciphering Buying-Cycles Search  Phrase  ResultsFriday, November 18, 2011
  • 46. Tips 3: Deciphering Buying-Cycles Search  Phrase  Results “ways  to  speed  up   production”  identi5ied   problem  -­‐  no  idea  how   to  solve  it.   (Stage  1)Friday, November 18, 2011
  • 47. Tips 3: Deciphering Buying-Cycles Search  Phrase  Results “numerical  control”  problem  identi5ied (quicker  production); potential  solution  (NC  instead  of  manual), but  no  machine  or  supplier  yet.    (Stage  2)Friday, November 18, 2011
  • 48. Tips 3: Deciphering Buying-Cycles Search  Phrase  Results “NC  milling  machine”,  and phrases  which  include   “comparison  or  compare”,   (Stage  3)Friday, November 18, 2011
  • 49. Tips 3: Deciphering Buying-Cycles Search  Phrase  Results “Cheap”,  or  “Inexpensive”  (Stage  3), but  a  sensitivity  to  price (or  “best,”  or  “high-­‐quality”).Friday, November 18, 2011
  • 50. Tips 3: Deciphering Buying-Cycles Search  Phrase  Results Your  company  name?Friday, November 18, 2011
  • 51. Tips 4: Deciphering Buying-Cycles Talk  to  PeopleFriday, November 18, 2011
  • 52. Tips 4: Deciphering Buying-Cycles Talk  to  People Prospects/Customers Your  Search  Phrases Your  Buying  Process Your  Stage  Now? #  People  and  Roles DuraFon?Friday, November 18, 2011
  • 53. Tips 4: Deciphering Buying-Cycles Talk  to  People Use  Social  Media Ask  quesFons  onlineFriday, November 18, 2011
  • 54. Agenda 1.  Introduc=on 2.  Content’s  purpose 3.  Developing  Personas 4.  Deciphering  Buying-­‐Cycles 5.  Designing  Content 6.  PuUng  it  all  together 7.  Developing  Insight 8.  ConclusionFriday, November 18, 2011
  • 55. What goes Where… Stage PitchFriday, November 18, 2011
  • 56. What goes Where… Stage Pitch •  Identify/define  problemFriday, November 18, 2011
  • 57. What goes Where… Stage Pitch •  Identify/define  problem •  Information  onlyFriday, November 18, 2011
  • 58. What goes Where… Stage Pitch •  Identify/define  problem •  Information  only •  Research  SoluFonsFriday, November 18, 2011
  • 59. What goes Where… Stage Pitch •  Identify/define  problem •  Information  only •  Research  SoluFons •  Educate  OnlyFriday, November 18, 2011
  • 60. What goes Where… Stage Pitch •  Identify/define  problem •  Information  only •  Research  SoluFons •  Educate  Only •  Analyze  and  EvaluateFriday, November 18, 2011
  • 61. What goes Where… Stage Pitch •  Identify/define  problem •  Information  only •  Research  SoluFons •  Educate  Only •  Analyze  and  Evaluate •  Our  Features  (Spec  Sheets)Friday, November 18, 2011
  • 62. What goes Where… Stage Pitch •  Identify/define  problem •  Information  only •  Research  SoluFons •  Educate  Only •  Analyze  and  Evaluate •  Our  Features  (Spec  Sheets) •  NegoFate  DealFriday, November 18, 2011
  • 63. What goes Where… Stage Pitch •  Identify/define  problem •  Information  only •  Research  SoluFons •  Educate  Only •  Analyze  and  Evaluate •  Our  Features  (Spec  Sheets) •  NegoFate  Deal •  Features/Benefits/PricingFriday, November 18, 2011
  • 64. What goes Where… Stage Pitch •  Identify/define  problem •  Information  only •  Research  SoluFons •  Educate  Only •  Analyze  and  Evaluate •  Our  Features  (Spec  Sheets) •  NegoFate  Deal •  Features/Benefits/Pricing •  PurchaseFriday, November 18, 2011
  • 65. What goes Where… Stage Pitch •  Identify/define  problem •  Information  only •  Research  SoluFons •  Educate  Only •  Analyze  and  Evaluate •  Our  Features  (Spec  Sheets) •  NegoFate  Deal •  Features/Benefits/Pricing •  Purchase •  Convince  &  Support  DecisionFriday, November 18, 2011
  • 66. What goes Where… Stage Pitch •  Identify/define  problem •  Information  only •  Research  SoluFons •  Educate  Only •  Analyze  and  Evaluate •  Our  Features  (Spec  Sheets) •  NegoFate  Deal •  Features/Benefits/Pricing •  Purchase •  Convince  &  Support  Decision •  Post-­‐Sale  SupportFriday, November 18, 2011
  • 67. What goes Where… Stage Pitch •  Identify/define  problem •  Information  only •  Research  SoluFons •  Educate  Only •  Analyze  and  Evaluate •  Our  Features  (Spec  Sheets) •  NegoFate  Deal •  Features/Benefits/Pricing •  Purchase •  Convince  &  Support  Decision •  Post-­‐Sale  Support •  Up  SellFriday, November 18, 2011
  • 68. Tips 5: Creating Content •  Follow  the  ProcessFriday, November 18, 2011
  • 69. Tips 5: Creating Content •  Follow  the  Process •  Team  Think  ItFriday, November 18, 2011
  • 70. Tips 5: Creating Content •  Follow  the  Process •  Team  Think  It •  Hire  Experts  -­‐  but  remember  YOU  are  the  SME!Friday, November 18, 2011
  • 71. Tips 5: Creating Content •  Follow  the  Process •  Team  Think  It •  Hire  Experts  -­‐  but  remember  YOU  are  the  SME! •  Quality  is  important  -­‐  Digital  Trust  FactorFriday, November 18, 2011
  • 72. Tips 5: Creating Content •  Follow  the  Process •  Team  Think  It •  Hire  Experts  -­‐  but  remember  YOU  are  the  SME! •  Quality  is  important  -­‐  Digital  Trust  Factor •  Length  is  not  important,  #  of  pieces  isFriday, November 18, 2011
  • 73. And the common theme… Circle  of ConsistencyFriday, November 18, 2011
  • 74. And the common theme… World Website Email Circle  of Consistency Landing  Page ContentFriday, November 18, 2011
  • 75. And the common theme… Your   KeywordsFriday, November 18, 2011
  • 76. Agenda 1.  Introduc=on 2.  Content’s  purpose 3.  Developing  Personas 4.  Deciphering  Buying-­‐Cycles 5.  Designing  Content 6.  PuUng  it  all  together 7.  Developing  Insight 8.  ConclusionFriday, November 18, 2011
  • 77. Putting it all together… Map  The  ContentFriday, November 18, 2011
  • 78. Putting it all together… Map  The  Content To  Buying-­‐CyclesFriday, November 18, 2011
  • 79. Putting it all together… Map  The  Content To  what  they  want  to  know  about To  Buying-­‐CyclesFriday, November 18, 2011
  • 80. Putting it all together… Map  The  Content To  a  persona To  what  they  want  to  know  about To  Buying-­‐CyclesFriday, November 18, 2011
  • 81. Putting it all together… Map  The  Content To  a  persona IdenFfy  item  of  content To  what  they  want  to  know  about To  Buying-­‐CyclesFriday, November 18, 2011
  • 82. Putting it all together… Map  The  Content To  a  persona IdenFfy  item  of  content To  what  they  want  to  know  about To  Buying-­‐CyclesFriday, November 18, 2011
  • 83. Putting it all together…Friday, November 18, 2011
  • 84. Using Pardot PI Landing  PagesFriday, November 18, 2011
  • 85. Using Pardot PI Landing  Pages Heading Images Body  copy Form  (Max  4  ques=ons) BuEon Privacy  PolicyFriday, November 18, 2011
  • 86. Engage - with the RIGHT Content at the RIGHT time Nurturing  CampaignsFriday, November 18, 2011
  • 87. Engage - with the RIGHT Content at the RIGHT time Nurturing  Campaigns For  each PersonaFriday, November 18, 2011
  • 88. Engage - with the RIGHT Content at the RIGHT time Nurturing  Campaigns For  each PersonaFriday, November 18, 2011
  • 89. Agenda 1.  Introduc=on 2.  Content’s  purpose 3.  Developing  Personas 4.  Deciphering  Buying-­‐Cycles 5.  Designing  Content 6.  PuUng  it  all  together 7.  Developing  Insight 8.  ConclusionFriday, November 18, 2011
  • 90. Using Pardot’s PI Developing  InsightFriday, November 18, 2011
  • 91. Using Pardot’s PI Developing  InsightFriday, November 18, 2011
  • 92. Using Pardot’s PI Developing  InsightFriday, November 18, 2011
  • 93. Using Pardot’s PI Developing  InsightFriday, November 18, 2011
  • 94. Using Pardot’s PI Developing  Insight GoodDataFriday, November 18, 2011
  • 95. Conclusion Summary 1.  Introduc=on 2.  Content’s  purpose 3.  Developing  Personas 4.  Deciphering  Buying-­‐Cycles 5.  Designing  Content 6.  PuUng  it  all  together 7.  ConclusionFriday, November 18, 2011
  • 96. Questions ?Friday, November 18, 2011