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Content That Converts Drive ROI and Revenue Through 2018 and Beyond

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Presentation deck from On24's Webinar World 2018 Conference

Published in: Business
  • Very helpful to understanding customer pain and perspective. Thank you, Matt.
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Content That Converts Drive ROI and Revenue Through 2018 and Beyond

  1. 1. @heinzmarketing Content That Converts Drive ROI and Revenue Through 2018 and Beyond
  2. 2. @heinzmarketing Housekeeping • The deck is yours • If it looks like a spreadsheet…. • Want the two day version? Let me know… • Want the workbook behind this? Email me at matt@heinzmarketing.com
  3. 3. @heinzmarketing Why is selling so hard today?
  4. 4. @heinzmarketing What has changed?
  5. 5. @heinzmarketing Five customer changes impacting your success
  6. 6. @heinzmarketing Your customers are: 1. Busier than ever
  7. 7. @heinzmarketing
  8. 8. @heinzmarketing Your customers are: 1. Busier than ever 2. Self-educated
  9. 9. @heinzmarketing When do they call you?
  10. 10. @heinzmarketing Your customers are: 1. Busier than ever 2. Self-educated 3. Skeptical 4. Distrustful 5. Jaded
  11. 11. @heinzmarketing Your customers are: 1. Busier than ever 2. Self-educated 3. Skeptical 4. Distrustful 5. Jaded 6. A lot like you!
  12. 12. @heinzmarketing Are we helping or hurting?
  13. 13. @heinzmarketing Are we helping or hurting?
  14. 14. @heinzmarketing Are we helping or hurting?
  15. 15. @heinzmarketing So what IS working today?
  16. 16. @heinzmarketing 4 lessons from The Challenger Sale
  17. 17. @heinzmarketing Let’s not pretend this is new…
  18. 18. @heinzmarketing 1. How you sell is more important than what you sell
  19. 19. @heinzmarketing 2. Challengers teach, tailor & take control
  20. 20. @heinzmarketing 3. The value of your insights trumps the quality of your product
  21. 21. @heinzmarketing 4. Be memorable, not agreeable
  22. 22. @heinzmarketing The buyer’s journey
  23. 23. @heinzmarketing Establishing the Foundation Company Goals Calculating what you need 3/7/2018 Workbook – pg 6
  24. 24. @heinzmarketing Establish the Foundation - Personas • Develop “Pathological Empathy” – get out of the company-centric world! • Who are your primary personas – prioritize to focus content development • Companies are made of people – consider group dynamics • Multiple people will likely influence, decide on, and ultimately use or be impacted by your solution. • Decision makers, stake holders, influencers, end users • Attributes, motivators and concerns 3/7/2018 Workbook – pg8 Department Head Primary Business UserDecision Maker Workbook – pg 8
  25. 25. @heinzmarketing 3/7/2018rketing, Inc Persona Framework Workbook – pg8 Decision Maker How I Buy Concerns Decision Factors Questions Desired Outcomes How they research, evaluate, lead Identify motivators based on performance, reputation, success What matters the most? What areas are negotiable tradeoffs? What’s the long term value and impact? Will we be successful? Can we trust the vendors? The vision for success
  26. 26. @heinzmarketingWorkbook – pg 9 3/7/2018rketing, Inc Motivational Framework Workbook – pg9 Customer Journey Stage Not In Market Stimulated Inquiry Problem Identified Research Solutions Evaluation Decision Journey Stage Mindset Status quo works Needs evolving Status quo pains Opportunities emerge Desire to define problem Active vendor research Focus on desired outcomes Anticipating positive change and achieving vision Journey Stage Actions & Behaviors Irregular market research Peer networking Informal info gathering and research Push internal fixes for status quo to work better Internal assessment or audit Consensus building to change Desire to define requirements & needed capabilities Extensive internal assessment Review internal dev or third party solution Pricing inquiry Ask for referrals Research reviews Trial evaluations and bake-off Vendor matrix mapping to internal requirements Committee reviews RFP options Negotiate purchase terms Internal mobilization for next steps Next Stage Catalyst Status quo problem emerges Lost business, cost increases Who can help fix the problem? Share requirements & RFP with vendors Confirmation that final vendors support desired outcomes Content Topic Suggestions • Industry trends • Surveys • Case Studies • Interviews • Innovation guides • Self-assessment tools • Analyst reports • Step by step business impact analysis • Thought leadership • Evaluation guides • ROI tools • Customer reviews & success stories • RFP tools • Sales content • Proof of concept • Customer stories
  27. 27. @heinzmarketing Buying Committee Mapping • Marketing usage: general committee model for market segments • Long standing approaching to strategic account planning • A starting point for Account Based Marketing • Create models for your market segments • Industry • Company size • Solution • Book Resources: • Full Funnel Marketing – Heinz Marketing • The New Strategic Selling – Robert Miller 3/7/2018Workbook – pg 11
  28. 28. @heinzmarketing Expectation-Setting • Resources • Tools • Budget • Roadmap and ramp timeline 3/7/2018rketing, Inc Workbook – pg12
  29. 29. @heinzmarketing Benchmarking Your Current State
  30. 30. @heinzmarketing Content Audit Details 3/7/2018 Title Date Published Content Type Persona Journey Stage Product, Company, Customer Centric Marketing Technology Reviewer’s Guide 2014 Paper CMO, CMTO, Director Marketing Ops TOFU Customer ROI Calculator 2016 Web Tool CMO, CFO MOFU, BOFU Customer WhizBang Product Data Sheet 2012 Data Sheet End User TOFU Product Blog Post ABC 2014 Blog Post IT Director TOFU Product Customer 123 Video Profile 2015 Video CMO TOFU Customer
  31. 31. @heinzmarketing Content Inventory Mapping: Theme, Persona, Funnel, and Journey Stages • Identify the gaps in themes, funnel and persona engagement • Look for funnel conversion blocks • Example: Look at how the grid is TOFU heavy and BOFU light. Potential conversion blocks? 3/7/2018rketing, Inc Workbook – pg13 Workbook – pg 13
  32. 32. @heinzmarketing Content Inventory Mapping: Buying Stages and Sales Stages Workbook – pg 14
  33. 33. @heinzmarketing Mapping Content Outcomes • Content mapping to personas and buyer journey identifies the gaps • Identity the gaps in the personas and motivational frameworks • Current State vs. Desired State *Remember: quantity does NOT equal quality 3/7/2018rketing, Inc
  34. 34. @heinzmarketing 3/7/2018rketing, Inc Benchmarking Your Current State Current Channels Workbook – pg15 Workbook – pg 15
  35. 35. @heinzmarketing 3/7/2018rketing, Inc Benchmarking Your Current State Formats Workbook – pg16 Workbook – pg 16
  36. 36. @heinzmarketingWorkbook – pgs 18-19 3/7/2018rketing, Inc Workbook – pg18 Benchmarking Your Current State Sales Enablement Deep Dive
  37. 37. @heinzmarketing 5 Common Content Marketing Mistakes: 1. Not having a plan up front 2. Writing for the company instead of the customer 3. Not encouraging and participating in two- way communication 4. Not promoting, aggregating and curating great content from others 5. Only producing written content 3/7/2018rketing, Inc
  38. 38. @heinzmarketing Demand Gen + Sales Integration Workbook – pg 25
  39. 39. @heinzmarketing Demand Gen + Sales Integration • Align to impact + ROI • Establish requirements up front • Integrate with existing systems & processes • Practice the OODA Loop • Quarterly reviews • Be deliberate
  40. 40. @heinzmarketing Getting sales to use your content… 1. How does it help them make money? 2. Get sales leadership to buy-in first 3. Show examples of how it works 4. Teach, train, launch, reinforce, measure and celebrate 5. Create systems that make it easy
  41. 41. @heinzmarketing Execution Process
  42. 42. @heinzmarketing Tools – Creative Brief Workbook – pg 28
  43. 43. @heinzmarketing Setting Up Your Editorial Calendar
  44. 44. @heinzmarketing Content Plan Development Workbook – pg 23
  45. 45. @heinzmarketing Measurement expectations • The right metrics • Can you buy a beer with it? • Operational vs. executive dashboards • External impact • Profit center vs. cost center mentality 3/7/2018rketing, Inc Workbook – pg12
  46. 46. @heinzmarketing Content Influence – What’s Needed System of Record Workflow Lead Source Tracking Campaign Budget and Costs Marketing Automation  Leads  Contacts  Campaigns  Opportunities
  47. 47. @heinzmarketing The Five Foundations of Customer Commitment
  48. 48. @heinzmarketing The Five Foundations of Customer Commitment 1. Attention
  49. 49. @heinzmarketing The Five Foundations of Customer Commitment 1. Attention 2. Interest
  50. 50. @heinzmarketing The Five Foundations of Customer Commitment 1. Attention 2. Interest 3. Trust
  51. 51. @heinzmarketing The Five Foundations of Customer Commitment 1. Attention 2. Interest 3. Trust 4. Interaction
  52. 52. @heinzmarketing The Five Foundations of Customer Commitment 1. Attention 2. Interest 3. Trust 4. Interaction 5. Engagement
  53. 53. @heinzmarketing The Five Foundations of Customer Commitment 1. Attention 2. Interest 3. Trust 4. Interaction 5. Engagement
  54. 54. @heinzmarketing How we doin’?
  55. 55. @heinzmarketing Don’t try this all at once
  56. 56. @heinzmarketing Housekeeping • The deck is yours • If it looks like a spreadsheet…. • Want the two day version? Let me know… • Want the workbook behind this? Email me at matt@heinzmarketing.com
  57. 57. @heinzmarketing Thank you! Matt Heinz President, Heinz Marketing @heinzmarketing matt@heinzmarketing.com Craig Rosenberg Chief Analyst, TOPO @funnelholic craig@topohq.com

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