An Audience-First Approach Today for Revenue Tomorrow: Let Data Guide Your Planning Strategy
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View this #sps17 Webcast on-demand here: http://dg-r.co/2fVlMDN Data is the lifeblood of effective campaigns, so don't let your database hold you back from having a killer 2018! Attend this webinar to learn how to regain control of your database and glean audience-centric knowledge to plan out and fuel targeted campaigns in the upcoming year. The webinar will cover: ● How to make your database work for you, not against you; ● Tips to identify buyer needs and pain points; ● Strategies to leverage your audience for better content and messaging; and ● How to harness the power of your audience throughout the entire funnel.
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An Audience-First Approach Today for Revenue Tomorrow: Let Data Guide Your Planning Strategy
- 3. #SPS17 • Tracking strategies & solutions in lead generation & marketing tech since 2007 • Daily news and analysis, special reports, original research and live events • Newsletter reaches 45,000 readers • Additional resources at: demandgenreport.com/resources @DG_Report http://linkd.in/DG_Specialists About Demand Gen Report
- 8. 01 CLEAN YOUR DATA 02 BUILD BUYER PERSONAS 04 IDENTIFY BUYER NEEDS & PAIN POINTS 03 LEVERAGING YOUR AUDIENCE FOR BETTER CONTENT But How? 05 HARNESS THE POWER OF YOUR AUDIENCE THROUGH THE FUNNEL
- 9. The Average CMO Moves Jobs Every 42 Months
- 10. 01THE AUDIENCE-FIRST APPROACH Clean Your Data STEP
- 11. 01A people-first approach starts with the quality of your data § Stop emailing to dead emails § Build segments from clean and accurate data THE ONLY THING YOU HAVE TO LOSE IS 500 BOUNCE BACKS.
- 12. 1. Cleansing and Appending § Recover outdated contacts § Enrich current data for segmenting § Net-new contacts from persona building
- 13. 02THE AUDIENCE-FIRST APPROACH Build Buyer Personas STEP
- 14. 02UTILIZING BUYER PERSONAS § Building buyer personas must be an integral part of your marketing strategy § Coordinate personas to buying groups (demand units) § Let data + personas drive your audience
- 15. 2. Utilizing Buying Personas TURN YOUR PERSONAS INTO PEOPLE
- 16. 03THE AUDIENCE-FIRST APPROACH Leverage Your Audience for Better Content STEP
- 17. LEVERAGE YOUR AUDIENCE FOR BETTER CONTENT ENRICH Personalized, effective messaging requires accurate, complete data SEGMENT With the right data points and complete information at your disposal, now it’s time to segment your audience PERSONALIZE Build content drips tailored to your audience segments 03
- 18. 3. Leverage Your Audience For Better Content Name Company Title Phone Number Email Marketo Allscripts Harvard ENRICH SEGMENT Atlanta MEET JACK
- 19. 04 THE AUDIENCE-FIRST APPROACH Identify Buyer Needs & Pain Points STEP
- 20. 04BUYER INTENT IDENTIFY PAIN POINTS § What signals are your buyers giving? § Foster sales & marketing alignment § Collaborate with sales to understand buyers § Identify commonalities amongst closed- won accounts to better understand how your organization resonates with buyers § Learn from engagement and metrics
- 21. 05THE AUDIENCE-FIRST APPROACH Harness the Power of Your Audience Throughout the Entire Funnel STEP
- 22. 05 HARNESS THE POWER OF YOUR AUDIENCE THROUGHOUT THE FUNNEL § Focus on full-funnel marketing § Build out content drips for your audiences based on personas and data § Gain perspectives on the type and pattern of human and non-human interactions that buyers use to engage in each stage of the buyer’s journey § Break down content that is applicable to your buyers, marketers, sales-blogs vs eBooks, social, inbound § Data at the top of the funnel
- 23. Target net-new partners purchasing adjacent solutions but not yours (or your competition) CASE STUDY
- 24. The Power of Dynamic Content Materials Required + Target products + Reseller exclusions (optional) + Vendor promotions (optional) Timeline + Runs the last 5 weeks of the quarter (weeks 9-13) Deliverables + Weekly dynamic emails + Weekly automated reporting
- 25. • 354 net new resellers purchased adjacent products amounting to $685,196 in incremental revenue • ROI: 33-to-1* *(Incremental COGS MINUS Set-up Fee) DIVIDED BY (Set-up Fee) ($685,196 – 20,000) / (20,000) = 33.26 $0.00 $20,000.00 $40,000.00 $60,000.00 $80,000.00 $100,000.00 $120,000.00 $140,000.00 $160,000.00 Ingram Micro Case Study: Microsoft