TM                                            More Leads. Higher Quality. Lower Cost                            Designing	...
These	  slides	  are	  made	  available	  to	  you	  as	  a	  courtesy.	  They	  remain	  the	                            ...
Eric	  Goldman                                                              President                            These	  s...
Introduction             •	  It’s	  a	  Process	  -­‐	  CPIFriday, November 18, 2011
Introduction             •	  It’s	  a	  Process	  -­‐	  CPI             •	  	  Content	  is	  King	  -­‐	  the	  fuelFrida...
Introduction             •	  It’s	  a	  Process	  -­‐	  CPI             •	  	  Content	  is	  King	  -­‐	  the	  fuel     ...
Introduction             •	  It’s	  a	  Process	  -­‐	  CPI             •	  	  Content	  is	  King	  -­‐	  the	  fuel     ...
Introduction         This	  is	  why	  we	  need	  to:Friday, November 18, 2011
Introduction         This	  is	  why	  we	  need	  to:     •	  Know	  our	  visitors                 PersonasFriday, Novem...
Introduction         This	  is	  why	  we	  need	  to:     •	  Know	  our	  visitors                            Personas  ...
Introduction         This	  is	  why	  we	  need	  to:     •	  Know	  our	  visitors                            Personas  ...
Introduction         This	  is	  why	  we	  need	  to:     •	  Know	  our	  visitors                                      ...
Agenda      1.	  Introduc=on      2.	  Content’s	  purpose      3.	  Developing	  Personas      4.	  Deciphering	  Buying-...
Content’s Purpose     There	  are	  4	  goals:Friday, November 18, 2011
Content’s Purpose     There	  are	  4	  goals:                                   Inform	  and	  Educate                   ...
Content’s Purpose     There	  are	  4	  goals:                                   Inform	  and	  Educate                   ...
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!                                    Tim...
Content’s Purpose                            So	  create	  the	  minimum!Friday, November 18, 2011
Content’s Purpose                            Tips	  to	  followFriday, November 18, 2011
Agenda      1.	  Introduc=on      2.	  Content’s	  purpose      3.	  Developing	  Personas      4.	  Deciphering	  Buying-...
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 ...
Developing Personas   Profile	  #	  1:	  OperaFons	  Manager                            	  Products/Services:	  SoluFon	  #...
Developing Personas   Profile	  #	  1:	  OperaFons	  Manager                                   	  Products/Services:	  Solu...
Developing Personas   Profile	  #	  1:	  OperaFons	  Manager                                 	  Products/Services:	  SoluFo...
Agenda      1.	  Introduc=on      2.	  Content’s	  purpose      3.	  Developing	  Personas      4.	  Deciphering	  Buying-...
Deciphering Persona Buying-Cycles         Classic	  B2B:Friday, November 18, 2011
Deciphering Persona Buying-Cycles         Classic	  B2B:            •	  Awareness            •	  Research            •	  E...
Deciphering Persona Buying-Cycles         Classic	  B2B:                   IMA	  B2B:            •	  Awareness            ...
Deciphering Persona Buying-Cycles         Classic	  B2B:                   IMA	  B2B:            •	  Awareness            ...
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	  Cult...
Tips 1: It’s a Team Effort         Make	  Content	  the	  Company’s	  Problem                  •	  Orient	  Company	  Cult...
Tips 1: It’s a Team Effort         Make	  Content	  the	  Company’s	  Problem                  •	  Orient	  Company	  Cult...
Tips 2: Understanding Personas         •	  Interview	  Sales,	  Support,	  Field	  Service,	  AccounFngFriday, November 18...
Tips 2: Understanding Personas         •	  Interview	  Sales,	  Support,	  Field	  Service,	  AccounFng                  •...
Tips 2: Understanding Personas         •	  Interview	  Sales,	  Support,	  Field	  Service,	  AccounFng                  •...
Tips 2: Understanding Personas         •	  Interview	  Sales,	  Support,	  Field	  Service,	  AccounFng                  •...
Tips 2: Understanding Personas         •	  Interview	  Sales,	  Support,	  Field	  Service,	  AccounFng                  •...
Tips 2: Understanding Personas         •	  Interview	  Sales,	  Support,	  Field	  Service,	  AccounFng                  •...
Tips 2: Understanding Personas         •	  Interview	  Sales,	  Support,	  Field	  Service,	  AccounFng                  •...
Tips 3: Deciphering Buying-Cycles          Search	  Phrase	  ResultsFriday, November 18, 2011
Tips 3: Deciphering Buying-Cycles          Search	  Phrase	  Results                                 “ways	  to	  speed	  ...
Tips 3: Deciphering Buying-Cycles          Search	  Phrase	  Results                             “numerical	  control”	  p...
Tips 3: Deciphering Buying-Cycles          Search	  Phrase	  Results                              “NC	  milling	  machine”...
Tips 3: Deciphering Buying-Cycles          Search	  Phrase	  Results                            “Cheap”,	  or	  “Inexpensi...
Tips 3: Deciphering Buying-Cycles          Search	  Phrase	  Results                             Your	  company	  name?Fri...
Tips 4: Deciphering Buying-Cycles         Talk	  to	  PeopleFriday, November 18, 2011
Tips 4: Deciphering Buying-Cycles         Talk	  to	  People                            Prospects/Customers               ...
Tips 4: Deciphering Buying-Cycles         Talk	  to	  People                             Use	  Social	  Media             ...
Agenda      1.	  Introduc=on      2.	  Content’s	  purpose      3.	  Developing	  Personas      4.	  Deciphering	  Buying-...
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	  onl...
What goes Where…              Stage                          Pitch    •	  Identify/define	  problem   •	  Information	  onl...
What goes Where…              Stage                           Pitch    •	  Identify/define	  problem   •	  Information	  on...
What goes Where…              Stage                            Pitch    •	  Identify/define	  problem    •	  Information	  ...
What goes Where…              Stage                            Pitch    •	  Identify/define	  problem    •	  Information	  ...
What goes Where…              Stage                            Pitch    •	  Identify/define	  problem    •	  Information	  ...
What goes Where…              Stage                            Pitch    •	  Identify/define	  problem    •	  Information	  ...
What goes Where…              Stage                            Pitch    •	  Identify/define	  problem    •	  Information	  ...
What goes Where…              Stage                            Pitch    •	  Identify/define	  problem    •	  Information	  ...
What goes Where…              Stage                            Pitch    •	  Identify/define	  problem    •	  Information	  ...
What goes Where…              Stage                               Pitch    •	  Identify/define	  problem    •	  Information...
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	  ...
Tips 5: Creating Content          •	  Follow	  the	  Process          •	  Team	  Think	  It          •	  Hire	  Experts	  ...
Tips 5: Creating Content          •	  Follow	  the	  Process          •	  Team	  Think	  It          •	  Hire	  Experts	  ...
And the common theme…                             Circle	  of                            ConsistencyFriday, November 18, 2...
And the common theme…                                               World                            Website              ...
And the common theme…                       Your	                       KeywordsFriday, November 18, 2011
Agenda      1.	  Introduc=on      2.	  Content’s	  purpose      3.	  Developing	  Personas      4.	  Deciphering	  Buying-...
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	 ...
Putting it all together…      Map	  The	  Content                                                         To	  a	  persona...
Putting it all together…      Map	  The	  Content                                                         To	  a	  persona...
Putting it all together…      Map	  The	  Content                                                         To	  a	  persona...
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              ...
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         ...
Engage - with the RIGHT Content at the RIGHT time Nurturing	  Campaigns                                For	  each         ...
Agenda      1.	  Introduc=on      2.	  Content’s	  purpose      3.	  Developing	  Personas      4.	  Deciphering	  Buying-...
Using Pardot’s PI     Developing	  InsightFriday, November 18, 2011
Using Pardot’s PI     Developing	  InsightFriday, November 18, 2011
Using Pardot’s PI     Developing	  InsightFriday, 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...
Questions                            ?Friday, November 18, 2011
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2011: Designing Content for your Marketing Machine
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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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  • Pardot Elevate 2011: Designing Content for your Marketing Machine

    1. 1. TM More Leads. Higher Quality. Lower Cost Designing  Content   for  your Marke=ng  Machine Elevate  November  16,  2011Friday, November 18, 2011
    2. 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. 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. 4. Introduction •  It’s  a  Process  -­‐  CPIFriday, November 18, 2011
    5. 5. Introduction •  It’s  a  Process  -­‐  CPI •    Content  is  King  -­‐  the  fuelFriday, November 18, 2011
    6. 6. Introduction •  It’s  a  Process  -­‐  CPI •    Content  is  King  -­‐  the  fuel •    Context  is  QueenFriday, November 18, 2011
    7. 7. Introduction •  It’s  a  Process  -­‐  CPI •    Content  is  King  -­‐  the  fuel •    Context  is  Queen •    Timing  is  everythingFriday, November 18, 2011
    8. 8. Introduction This  is  why  we  need  to:Friday, November 18, 2011
    9. 9. Introduction This  is  why  we  need  to: •  Know  our  visitors PersonasFriday, November 18, 2011
    10. 10. Introduction This  is  why  we  need  to: •  Know  our  visitors Personas •  Understand  what  informa=on  they  want  Buying-­‐CyclesFriday, November 18, 2011
    11. 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. 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. 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. 14. Content’s Purpose There  are  4  goals:Friday, November 18, 2011
    15. 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. 16. Content’s Purpose There  are  4  goals: Inform  and  Educate Display  Thought  Leadership Erect  Barriers  to  CompeFFon Sell  !Friday, November 18, 2011
    17. 17. Content’s Purpose But…Friday, November 18, 2011
    18. 18. Content’s Purpose But… Content  is  difficult!Friday, November 18, 2011
    19. 19. Content’s Purpose But… Content  is  difficult! Time CreaFve  Effort PublicaFon  Effort/CostFriday, November 18, 2011
    20. 20. Content’s Purpose So  create  the  minimum!Friday, November 18, 2011
    21. 21. Content’s Purpose Tips  to  followFriday, November 18, 2011
    22. 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. 23. Developing Personas Profile  #  1:  OperaFons  ManagerFriday, November 18, 2011
    24. 24. Developing Personas Profile  #  1:  OperaFons  Manager  Products/Services:  SoluFon  #1Friday, November 18, 2011
    25. 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. 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. 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. 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. 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. 30. Deciphering Persona Buying-Cycles Classic  B2B:Friday, November 18, 2011
    31. 31. Deciphering Persona Buying-Cycles Classic  B2B: •  Awareness •  Research •  Evaluate  AlternaFves •  Purchase  Decision •  Ongoing  SupportFriday, November 18, 2011
    32. 32. Deciphering Persona Buying-Cycles Classic  B2B: IMA  B2B: •  Awareness •  Research •  Evaluate  AlternaFves •  Purchase  Decision •  Ongoing  SupportFriday, November 18, 2011
    33. 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. 34. Tips 1: It’s a Team Effort Make  Content  the  Company’s  ProblemFriday, November 18, 2011
    35. 35. Tips 1: It’s a Team Effort Make  Content  the  Company’s  Problem •  Orient  Company  CultureFriday, November 18, 2011
    36. 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. 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. 38. Tips 2: Understanding Personas •  Interview  Sales,  Support,  Field  Service,  AccounFngFriday, November 18, 2011
    39. 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. 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. 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. 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. 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. 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. 45. Tips 3: Deciphering Buying-Cycles Search  Phrase  ResultsFriday, November 18, 2011
    46. 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. 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. 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. 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. 50. Tips 3: Deciphering Buying-Cycles Search  Phrase  Results Your  company  name?Friday, November 18, 2011
    51. 51. Tips 4: Deciphering Buying-Cycles Talk  to  PeopleFriday, November 18, 2011
    52. 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. 53. Tips 4: Deciphering Buying-Cycles Talk  to  People Use  Social  Media Ask  quesFons  onlineFriday, November 18, 2011
    54. 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. 55. What goes Where… Stage PitchFriday, November 18, 2011
    56. 56. What goes Where… Stage Pitch •  Identify/define  problemFriday, November 18, 2011
    57. 57. What goes Where… Stage Pitch •  Identify/define  problem •  Information  onlyFriday, November 18, 2011
    58. 58. What goes Where… Stage Pitch •  Identify/define  problem •  Information  only •  Research  SoluFonsFriday, November 18, 2011
    59. 59. What goes Where… Stage Pitch •  Identify/define  problem •  Information  only •  Research  SoluFons •  Educate  OnlyFriday, November 18, 2011
    60. 60. What goes Where… Stage Pitch •  Identify/define  problem •  Information  only •  Research  SoluFons •  Educate  Only •  Analyze  and  EvaluateFriday, November 18, 2011
    61. 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. 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. 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. 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. 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. 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. 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. 68. Tips 5: Creating Content •  Follow  the  ProcessFriday, November 18, 2011
    69. 69. Tips 5: Creating Content •  Follow  the  Process •  Team  Think  ItFriday, November 18, 2011
    70. 70. Tips 5: Creating Content •  Follow  the  Process •  Team  Think  It •  Hire  Experts  -­‐  but  remember  YOU  are  the  SME!Friday, November 18, 2011
    71. 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. 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. 73. And the common theme… Circle  of ConsistencyFriday, November 18, 2011
    74. 74. And the common theme… World Website Email Circle  of Consistency Landing  Page ContentFriday, November 18, 2011
    75. 75. And the common theme… Your   KeywordsFriday, November 18, 2011
    76. 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. 77. Putting it all together… Map  The  ContentFriday, November 18, 2011
    78. 78. Putting it all together… Map  The  Content To  Buying-­‐CyclesFriday, November 18, 2011
    79. 79. Putting it all together… Map  The  Content To  what  they  want  to  know  about To  Buying-­‐CyclesFriday, November 18, 2011
    80. 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. 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. 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. 83. Putting it all together…Friday, November 18, 2011
    84. 84. Using Pardot PI Landing  PagesFriday, November 18, 2011
    85. 85. Using Pardot PI Landing  Pages Heading Images Body  copy Form  (Max  4  ques=ons) BuEon Privacy  PolicyFriday, November 18, 2011
    86. 86. Engage - with the RIGHT Content at the RIGHT time Nurturing  CampaignsFriday, November 18, 2011
    87. 87. Engage - with the RIGHT Content at the RIGHT time Nurturing  Campaigns For  each PersonaFriday, November 18, 2011
    88. 88. Engage - with the RIGHT Content at the RIGHT time Nurturing  Campaigns For  each PersonaFriday, November 18, 2011
    89. 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. 90. Using Pardot’s PI Developing  InsightFriday, November 18, 2011
    91. 91. Using Pardot’s PI Developing  InsightFriday, November 18, 2011
    92. 92. Using Pardot’s PI Developing  InsightFriday, November 18, 2011
    93. 93. Using Pardot’s PI Developing  InsightFriday, November 18, 2011
    94. 94. Using Pardot’s PI Developing  Insight GoodDataFriday, November 18, 2011
    95. 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. 96. Questions ?Friday, November 18, 2011
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