Pardot Elevate 2011: Designing Content for your Marketing Machine

TM More Leads. Higher Quality. Lower Cost Designing Content for your Marke=ng Machine Elevate November 16, 2011Friday, November 18, 2011

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

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

Introduction • It’s a Process -‐ CPIFriday, November 18, 2011

Introduction • It’s a Process -‐ CPI • Content is King -‐ the fuelFriday, November 18, 2011

Introduction • It’s a Process -‐ CPI • Content is King -‐ the fuel • Context is QueenFriday, November 18, 2011

Introduction • It’s a Process -‐ CPI • Content is King -‐ the fuel • Context is Queen • Timing is everythingFriday, November 18, 2011

Introduction This is why we need to:Friday, November 18, 2011

Introduction This is why we need to: • Know our visitors PersonasFriday, November 18, 2011

Introduction This is why we need to: • Know our visitors Personas • Understand what informa=on they want Buying-‐CyclesFriday, November 18, 2011

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

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

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

Content’s Purpose There are 4 goals:Friday, November 18, 2011

Content’s Purpose There are 4 goals: Inform and Educate Display Thought Leadership Erect Barriers to CompeFFon And the 4th?Friday, November 18, 2011

Content’s Purpose There are 4 goals: Inform and Educate Display Thought Leadership Erect Barriers to CompeFFon Sell !Friday, November 18, 2011

Content’s Purpose But…Friday, November 18, 2011

Content’s Purpose But… Content is diﬃcult!Friday, November 18, 2011

Content’s Purpose But… Content is difficult! Time CreaFve Effort PublicaFon Effort/CostFriday, November 18, 2011

Content’s Purpose So create the minimum!Friday, November 18, 2011

Content’s Purpose Tips to followFriday, November 18, 2011

Developing Personas Proﬁle # 1: OperaFons ManagerFriday, November 18, 2011

Developing Personas Proﬁle # 1: OperaFons Manager Products/Services: SoluFon #1Friday, November 18, 2011

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

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

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

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

Deciphering Persona Buying-Cycles Classic B2B:Friday, November 18, 2011

Deciphering Persona Buying-Cycles Classic B2B: • Awareness • Research • Evaluate AlternaFves • Purchase Decision • Ongoing SupportFriday, November 18, 2011

Deciphering Persona Buying-Cycles Classic B2B: IMA B2B: • Awareness • Research • Evaluate AlternaFves • Purchase Decision • Ongoing SupportFriday, November 18, 2011

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

Tips 1: It’s a Team Effort Make Content the Company’s ProblemFriday, November 18, 2011

Tips 1: It’s a Team Effort Make Content the Company’s Problem • Orient Company CultureFriday, November 18, 2011

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

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

Tips 2: Understanding Personas • Interview Sales, Support, Field Service, AccounFngFriday, November 18, 2011

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

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

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

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

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

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

Tips 3: Deciphering Buying-Cycles Search Phrase ResultsFriday, November 18, 2011

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

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

Tips 3: Deciphering Buying-Cycles Search Phrase Results “NC milling machine”, and phrases which include “comparison or compare”, (Stage 3)Friday, November 18, 2011

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

Tips 3: Deciphering Buying-Cycles Search Phrase Results Your company name?Friday, November 18, 2011

Tips 4: Deciphering Buying-Cycles Talk to PeopleFriday, November 18, 2011

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

Tips 4: Deciphering Buying-Cycles Talk to People Use Social Media Ask quesFons onlineFriday, November 18, 2011

What goes Where… Stage PitchFriday, November 18, 2011

What goes Where… Stage Pitch • Identify/deﬁne problemFriday, November 18, 2011

What goes Where… Stage Pitch • Identify/deﬁne problem • Information onlyFriday, November 18, 2011

What goes Where… Stage Pitch • Identify/deﬁne problem • Information only • Research SoluFonsFriday, November 18, 2011

What goes Where… Stage Pitch • Identify/deﬁne problem • Information only • Research SoluFons • Educate OnlyFriday, November 18, 2011

What goes Where… Stage Pitch • Identify/deﬁne problem • Information only • Research SoluFons • Educate Only • Analyze and EvaluateFriday, November 18, 2011

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

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

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

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

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

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

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

Tips 5: Creating Content • Follow the ProcessFriday, November 18, 2011

Tips 5: Creating Content • Follow the Process • Team Think ItFriday, November 18, 2011

Tips 5: Creating Content • Follow the Process • Team Think It • Hire Experts -‐ but remember YOU are the SME!Friday, November 18, 2011

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

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

And the common theme… Circle of ConsistencyFriday, November 18, 2011

And the common theme… World Website Email Circle of Consistency Landing Page ContentFriday, November 18, 2011

And the common theme… Your KeywordsFriday, November 18, 2011

Putting it all together… Map The ContentFriday, November 18, 2011

Putting it all together… Map The Content To Buying-‐CyclesFriday, November 18, 2011

Putting it all together… Map The Content To what they want to know about To Buying-‐CyclesFriday, November 18, 2011

Putting it all together… Map The Content To a persona To what they want to know about To Buying-‐CyclesFriday, November 18, 2011

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

Putting it all together…Friday, November 18, 2011

Using Pardot PI Landing PagesFriday, November 18, 2011

Using Pardot PI Landing Pages Heading Images Body copy Form (Max 4 ques=ons) BuEon Privacy PolicyFriday, November 18, 2011

Engage - with the RIGHT Content at the RIGHT time Nurturing CampaignsFriday, November 18, 2011

Engage - with the RIGHT Content at the RIGHT time Nurturing Campaigns For each PersonaFriday, November 18, 2011

Using Pardot’s PI Developing InsightFriday, November 18, 2011

Using Pardot’s PI Developing Insight GoodDataFriday, November 18, 2011

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

Questions ?Friday, November 18, 2011

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Pardot Elevate 2011: Designing Content for your Marketing Machine Presentation Transcript