Content...By The Numbers: Using Buyer Data To Fuel Multi-Touch Campaign Creation
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PANEL: Alicia Esposito of Content4Demand, Kathy Mammon of Magnetic, Tim Ryan of YouEarned It http://b2bmarketing.exchange
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Content...By The Numbers: Using Buyer Data To Fuel Multi-Touch Campaign Creation
- 1. #B2BMX Using Buyer Data To Fuel Multi-Touch Campaign Creation Content By The Numbers:
- 2. #B2BMX Our Panelists Tim Ryan VP of Marketing YouEarnedIt Kathy Mammon Senior Director, Demand Generation Magnetic
- 3. #B2BMX Why Does Data Matter?
- 5. #B2BMX Content Strategy & Creation
- 7. #B2BMX Email Promo PR Sales “cheat sheets” Additional Elements: Interactive Quiz Three-Part Blog Series
- 8. #B2BMX YouEarnedIt E-book Brand and winner blogs Infographic
- 9. #B2BMX Winner badges Winner videos PR Pop-up party Email Promo Additional Elements:
- 10. #B2BMX Results & Lessons Learned
- 11. #B2BMX Questions? Tim Ryan VP of Marketing YouEarnedIt Kathy Mammon Senior Director, Demand Generation Magnetic
- 12. #B2BMX
Editor's Notes
- WHY DATA? WHY ARE METRICS SUCH POWERFUL STORYTELLING VEHICLES? Start with Kathy – then Tim
- FOR YOUR PARTCULAR CAMPAIGNS – WHAT WERE YOU HOPING TO ACHIEVE AND WHAT MADE YOU DECIDE THAT DATA WOULD BE THE UNDERPINNING OR FOUNDATION FOR THESE CAMPAIGNS? (integrate messaging around buyer needs) Start with Tim; then Kathy HOW DID THIS GUIDE WHAT TYPE OF INFORMATION YOU NEEDED? Start with Kathy, then Tim FOR KATHY SPECIFICALLY: HOW DID THIS FOUNDATIONAL INFORMATION IMPACT THE QUESTIONS YOU INCLUDED IN YOUR PRELIMINARY SURVEYS?
- QUESTION: HOW DID THE FINAL STORY OR NARRATIVE YOU ESTABLISHED WITH YOUR DATA GUIDE THE CONTENT YOU CREATED? YOU BOTH HAD FOUNDATIONAL, HERO ASSETS AND THEN USED THAT HAS INSPIRATION OR FODDER FOR FOLLOW-UP PIECES, SO WHAT WERE YOUR GOALS AND PROCESSES FOR THAT? (BRING UP AMPLIFICATION HERE) (START WITH KATHY, THEN TIM)
- QUESTION: WHAT LESSONS DID YOU LEARN THROUGHOUT THE ENTIRE PROCESS AND HOW AREYOUR SUCCESSES (OR FAILURES) IMPACTING FUTURE CONTENT CREATION? (Kathy first, then Tim) WHAT WOULD BE ONE KEY TIP OR TAKEAWAY YOU’D WANT EVERYONE IN THE ROOM TO TAKE WITH THEM AS THEY PLAN AND DESIGN THEIR DATA-DRIVEN CAMPAIGNS? (Tim first, then Kathy)