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Creating Content Campaigns That Push The Mental Buy Button

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Creating Content Campaigns That Push The Mental Buy Button

  1. 1. PRESENTED BY! #C2C14! Creating Content Campaigns That! Push The Mental Buy Button! David Lewis, CEO, DemandGen International!
  2. 2. @demandgenglobal  |  @demandgendave   CREATING  CONTENT  CAMPAIGNS  THAT    PUSH  THE  MENTAL  BUY  BUTTON   SPEAKER:  DAVID  LEWIS,  CEO  |  DEMANDGEN  INTERNATIONAL,  INC.   ©  2014  |  DemandGen®  Interna9onal,  Inc.   BUY!
  3. 3. @demandgenglobal  |  @demandgendave  
  4. 4. @demandgenglobal  |  @demandgendave  
  5. 5. @demandgenglobal  |  @demandgendave  
  6. 6. @demandgenglobal  |  @demandgendave  
  7. 7. @demandgenglobal  |  @demandgendave   Look  at  the  words  and  SAY  THE  COLOR  YOU  SEE  for  each  word:   RED  WHITE  GREEN  BLUE  BLACK   GREEN  RED  BROWN  WHITE  BLUE   RED  WHITE  GREEN  BLUE  BLACK   GREEN  RED  BROWN  WHITE  BLUE   BLACK  BLUE  WHITE  BROWN  RED  
  8. 8. @demandgenglobal  |  @demandgendave   Source:  Neuromarke9ng  
  9. 9. @demandgenglobal  |  @demandgendave   Pains,  Claims,  and  Gains  
  10. 10. @demandgenglobal  |  @demandgendave   Source:  Neuromarke9ng  
  11. 11. @demandgenglobal  |  @demandgendave  
  12. 12. @demandgenglobal  |  @demandgendave  
  13. 13. @demandgenglobal  |  @demandgendave  
  14. 14. @demandgenglobal  |  @demandgendave  
  15. 15. @demandgenglobal  |  @demandgendave   LEAD  NURTURING  WITH  CONTENT  
  16. 16. @demandgenglobal  |  @demandgendave   The  DemandGen  Framework™   A  holis9c  model  for  engaging  prospects  and  clients.     Customer  Expansion   Customer  AcquisiIon   Inquiry   Marke9ng  Qualified  Lead   Sales  Accepted  Lead   Opportunity   Customer   Client   Adopter   Advocate   Loyalist   Customer   Nurturing   Lead   Nurturing  
  17. 17. @demandgenglobal  |  @demandgendave   •  Segment   •  Goal   •  Content   •  Timing     •  Measurement   Step  1:  Dra]  a  Lead  Nurture  Project  Brief   It’s  A:  Simple  Guide  Containing  The  Messages  
  18. 18. @demandgenglobal  |  @demandgendave   Step  2:  Plan  Your  Content  (pain,  gain,  claims)   Suspect  Touch  1     •  Pain  message:  Entering  expense  data  into  spreadsheets  sucks     Suspect  Touch  2   •  Pain  message:  Tracking  paper  receipts  is  a  hassle     Suspect  Touch  3   •  Pain  message:  Gedng  reimbursed  is  slow   Call  to  Ac9on:  Download   Asset  Used:  5  Reasons  Why  A  Spreadsheet  is  a  Horrible  Way  to  Create  &  Submit  Expenses  
  19. 19. @demandgenglobal  |  @demandgendave   Step  3:  Leverage  Your  Content  Inventory  
  20. 20. @demandgenglobal  |  @demandgendave   Step  4:     1.  Dra]  the  nurture  flow   2.  Build  the  program  in  the   marke9ng  automa9on  system.  
  21. 21. @demandgenglobal  |  @demandgendave   Step  5  :  Create  the  Nurture  Assets  
  22. 22. @demandgenglobal  |  @demandgendave           1.  Suspect   2.  Inquiry   3.  MQL/MDR  Working   4.  Recycle     Step  6  :  Repeat  for  each  segment  and  key  funnel  stages  
  23. 23. @demandgenglobal  |  @demandgendave           1.  Suspect   2.  Inquiry   3.  MQL/MDR  Working   4.  Recycle    
  24. 24. @demandgenglobal  |  @demandgendave           1.  Suspect   2.  Inquiry   3.  MQL/MDR  Working   4.  Recycle    
  25. 25. @demandgenglobal  |  @demandgendave           1.  Suspect   2.  Inquiry   3.  MQL/MDR  Working   4.  Recycle    
  26. 26. @demandgenglobal  |  @demandgendave   Feeling  Overworked?     Too  Much  Batch  and  Blast?   Need  Guidance?     Not  Enough  Expert  Resources?  
  27. 27. @demandgenglobal  |  @demandgendave   Reach  out  for  expert  guidance  and  unlimited  help  from  
  28. 28. @demandgenglobal  |  @demandgendave   You’ll  be  glad  you  did  
  29. 29. @demandgenglobal  |  @demandgendave   You  can  learn  more  on:   -­‐  Marke9ng  Automa9on   -­‐  CRM   -­‐  Sales  &  Marke9ng  Alignment   -­‐  Demand  Funnel   -­‐  Lead  Nurturing   -­‐  Lead  Scoring   -­‐  Measurement     Free  copies  available  here  or  at:   www.ManufacturingDemand.com  
  30. 30. @demandgenglobal  |  @demandgendave   8  Key  Takeaways   ü  Know  thy  customer’s  pain,  the  gains,  and  your  claims   ü  Create  engaging  and  purposeful  content   ü  Trigger  the  brains  6  s9muli  with  Neuromarke9ng   ü  Follow  the  6  steps  to  great  nurturing   ü  Nurture  the  upper  funnel,  lower  funnel,  and  recycle     ü  Be  agile:  plan,  pilot,  perfect   ü  Measure  against  goals   ü  gethelp@demandgen.com  
  31. 31. @demandgenglobal  |  @demandgendave   DemandGen  Interna9onal,  Inc.   David  Lewis  –  CEO     david@demandgen.com          @demandgendave     www.demandgen.com   www.manufacturingdemand.com   I’d  love  to  hear  from  you!    
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