The Ultimate Campaign Planning Framework

1. #COSeries The Ultimate Campaign Planning Framework SPONSORED BY:

2. #COSeries Follow This Webinar on LinkedIn & Twitter #COSeries Demand Gen Report: @DG_Report Brian Anderson: @G3Brian Act-On Software: @ActOnSoftware

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4. #COSeries About Demand Gen Report • Tracking strategies & solutions in lead generation & marketing tech since 2007 • Daily news and analysis, special reports, original research and live events • Newsletter reaches 40,000 readers • Additional resources at: demandgenreport.com/resources @DG_Report http://linkd.in/DG_Specialists

5. #COSeries Questions, Tweets & Resources Submit your questions here Download today’s resources Join the conversation #COSeries

6. #COSeries How Are We Doing?

7. #COSeries Panelists MODERATOR: Brian Anderson News Editor Demand Gen Report Melissa Barker Senior Marketing Operations Manager, Act-On @ActOnSoftware

8. BUYER STAGES How do your customers make purchase decisions? TODAY’S AGENDA THEMES What messages do you want to get out to your target buyers? TACTICS What do you need to do to get in front of buyers in each stage? TECH STACK What technical systems do you need to support your activities? REPORTS What reports do you need to report back to your boss? BIG IDEA How do you make your mark and innovate?

9. BUYER STAGES How do your customers make purchase decisions? STEP 1 Buyer-centric Planning THEMES What messages do you want to get out to your target buyers? TACTICS What do you need to do to get in front of buyers in each stage? TECH STACK What technical systems do you need to support your activities? REPORTS What reports do you need to report back to your boss? BIG IDEA How do you make your mark and innovate?

10. Traditional Marketing and Sales MARKETING provides air cover SALES takes down deals

11. The New Paradigm ACCESSS TO INFORMATION + ACCESS TO CHOICE _____________________ BUYER CONTROL

12. The Buyer’s Journey has Changed… BUYERS control the new buying process Source: DemandGen Report 78% start the buying process with a web search 50% turn to social media and peer reviews Larger buying teams are spending more time in the evaluation Vendor control over the buying process is over!

13. The Invisible Journey 70% of the buying process is now complete by the time a prospect is ready to engage with Sales -SiriusDecisions

14. Marketing plays a role across the life-cycle Today the customer dictates the actions and messages that marketing and sales should take.

15. A New Way of Marketing Customers Keep customers and future customers at the center of your plans

16. BUYER STAGES How do your customers make purchase decisions? STEP 2 Themes & Content THEMES What messages do you want to get out to your target buyers? TACTICS What do you need to do to get in front of buyers in each stage? TECH STACK What technical systems do you need to support your activities? REPORTS What reports do you need to report back to your boss? BIG IDEA How do you make your mark and innovate?

17. Content Isn’t King. It’s the Kingdom @leeoden CEO, TopRank

18. The Four Tenets of Effective Campaign Themes Based on buyer pain points and needs Simple to understand Enduring enough to stand the test of time Relevant during all stages of the buyer’s journey Rule of thumb: stick with 1 to 3 core themes

19. Map your content to customer lifecycle stages Establish trust and thought leadership • Present solutions to pain points • Aid in the purchase decision-making process • Validate purchase decision Training, education, and adoption

20. EXAMPLE THEME: TurbineTax makes complicated taxes easy to manage and easy to understand Press release: TurbineTax releases new mobile app • eBook: 10 easy bookkeeping habits that make end-of-year taxes a breeze. • Analyst Report: 2017’s best tax tools • Case Study: How Acme Industries saved a millions on man-hours by switching to TurbineTax Training video: how to upload your deductible expenses in 30 seconds

21. BUYER STAGES How do your customers make purchase decisions? STEP 3 Tactics & Opportunities THEMES What messages do you want to get out to your target buyers? TACTICS What do you need to do to get in front of buyers in each stage? TECH STACK What technical systems do you need to support your activities? REPORTS What reports do you need to report back to your boss? BIG IDEA How do you make your mark and innovate?

22. The Modern Buyer’s Journey Increase inbound activity & website traffic Amplify social media engagement Consistently communicate brand value Increase website conversions Maximize trade show & online event success Increase lead volume Educate, engage & build trust with prospects Enable account- based marketing Seamless lead handoff to sales Prioritize leads & engage at the right time. Reduce cold- calling Enable sales with content & templates Welcome, onboard & train new customers Capitalize on upsell & cross- sell opportunities Increase loyalty and retention rates MarketingOpportunities

23. Mind Your Gaps! Increase inbound activity & website traffic Amplify social media engagement Consistently communicate brand value Increase website conversions Maximize trade show & online event success Increase lead volume Educate, engage & build trust with prospects Enable account- based marketing Seamless lead handoff to sales Prioritize leads & engage at the right time. Reduce cold- calling Enable sales with content & templates Welcome, onboard & train new customers Capitalize on upsell & cross- sell opportunities Increase loyalty and retention rates MarketingOpportunities

24. The Nitty-Gritty Opportunity: Increase inbound activity & website traffic What we need to do: • Conduct SEO audits on key pages to determine areas of improvement • Increase social posting & referrals to the website • Increase blogging frequency from 1x per week to 2x per week Who’s responsible: • John Snow, Brand Marketing Manager Potential Obstacles: • No SEO auditing tool currently in place • Time constrains for current blog writers

25. The Nitty-Gritty Opportunity: Educate, engage & build trust with prospects What we need to do: • Build email nurture tracks for prospects in an open opportunity • Create behavior-trigged emails that respond to active prospects when they visit the website Who’s responsible: • Katie Stark, Demand Generation Manager Potential Obstacles: • Current email tool does not support email automation, manual work required

26. BUYER STAGES How do your customers make purchase decisions? STEP 4 Marketing Tech Stack THEMES What messages do you want to get out to your target buyers? TACTICS What do you need to do to get in front of buyers in each stage? TECH STACK What technical systems do you need to support your activities? REPORTS What reports do you need to report back to your boss? BIG IDEA How do you make your mark and innovate?

27. Marketing Technology Landscape Backbone Platforms Marketing Automation + CRM Channel Tech Ad Platforms, Social, etc Marketing Experiences Content + Personalization Marketing Operations Internal Process, data, reporting There are 3,874 Marketing Technology Platforms -ChiefMartec Supergraphic

28. Marketing automation is the cornerstone of a modern B2B strategy. As interactions with buyers become more complex – across both multiple messages and multiple channels – this is the technology that allows marketers to streamline and simplify the process of managing these relationships. — ANDREW GAFFNEY Publisher, Demand Gen Report

29. What Comprises Marketing Automation? Customers EMAIL NURTURING WEB FORMS SOCIAL PROSPEC T SOCIAL PUBLISH ACTIVITY SCORING LEAD SCORING LANDING PAGES WEBINARS REPORTING SEGMENTATION

30. Simplified Every time a prospect interacts with your brand - IT MEANS SOMETHING So track, measure, and analyze every interaction TO SELL SMARTER Customers

31. BUYER STAGES How do your customers make purchase decisions? STEP 5 Reports that “Wow” THEMES What messages do you want to get out to your target buyers? TACTICS What do you need to do to get in front of buyers in each stage? TECH STACK What technical systems do you need to support your activities? REPORTS What reports do you need to report back to your boss? BIG IDEA How do you make your mark and innovate?

32. They keys to successful reporting plans Establish overall funnel metrics Develop specific KPIs to measure progress for the “gaps” you identified earlier Make sure you have the tech in place to track performance Get buy-in from the whole team

33. Map your goals to customer lifecycle stages Most-used metrics: Website Traffic Social Followers & Engagement Brand search volume Revenue- generated Most-used metrics: Leads Generated Opportunities Generated Revenue Generated Return on Investment (ROI) Most-used metrics: Website Traffic Retention Rates NPS Score Revenue Generated

34. BUYER STAGES How do your customers make purchase decisions? STEP 5 Your Big Idea THEMES What messages do you want to get out to your target buyers? TACTICS What do you need to do to get in front of buyers in each stage? TECH STACK What technical systems do you need to support your activities? REPORTS What reports do you need to report back to your boss? BIG IDEA How do you make your mark and innovate?

35. PLANNING SEASON: The perfect time to show what you’re made of

36. Champion a big idea A new channel or tactic that could open doors for your business Innovative content - think beyond the eBook. A new technology solution to support your plan New ways of reporting or motivating the team to achieve KPIs This is your opportunity to be a leader and an agent of change

37. THANK YOU! www.act-on.com @ActOnSoftware

38. #COSeries How Are We Doing?

39. #COSeries Q&A / Panelists MODERATOR: Brian Anderson News Editor Demand Gen Report Melissa Barker Senior Marketing Operations Manager, Act-On @ActOnSoftware

40. #COSeries Thank You For Attending http://webinars.demandgenreport.com/campaign-optimization-series/2017/ Register for more sessions now thru April 21st! Please Join Our Next Session Today at 2PM ET / 11AM PT

The Ultimate Campaign Planning Framework

The Ultimate Campaign Planning Framework

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The Ultimate Campaign Planning Framework