Inside 3-D Content Mapping - Pardot Users Conference

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Inside 3-D Content Mapping - Pardot Users Conference

  1. 1. Inside Three-D Content Mapping Micky Long Whitney Boudreaux
  2. 2. Agenda <ul><li>Today’s Reality </li></ul><ul><li>Defining Three-D Content Mapping </li></ul><ul><li>Pain Points Uncovered </li></ul><ul><li>Buy Cycle Integrated </li></ul><ul><li>Content Identified </li></ul>
  3. 3. Today’s reality
  4. 4. Defining Three-D Content Mapping <ul><li>Three main components </li></ul>1 <ul><ul><li>Mapping to pain point </li></ul></ul>2 <ul><ul><li>Mapping appropriate content </li></ul></ul>3 <ul><ul><li>Mapping to buy cycle </li></ul></ul>
  5. 5. Pain Points Uncovered <ul><li>Develop personas </li></ul><ul><li>Key questions: </li></ul>Who What, What Why
  6. 6. Persona Outline John Doe CIO <ul><li>Other Titles: </li></ul><ul><li>VP Information Systems, CTO </li></ul><ul><li>Challenges: </li></ul><ul><li>Business units making requests faster than IT can deliver </li></ul><ul><li>Costs: </li></ul><ul><li>License software maintenance fees and configuring legacy systems </li></ul><ul><li>Goals: </li></ul><ul><li>Lower cost of delivery, business innovation and increased services capabilities </li></ul><ul><li>Solution Value Drivers: </li></ul><ul><li>Easy integration </li></ul><ul><li>Flexible delivery models </li></ul>“ Delivering high service levels and supporting cost effective growth are key.” “ The business is moving faster than IT can support it.”
  7. 7. Goals: Efficient processes Reduce cost Simplify process Solution Value Drivers: Save time Save money Improve operations Implement best practices <ul><li>Other Titles: </li></ul><ul><li>COO, VP/Dir. Operations </li></ul><ul><li>Challenges: </li></ul><ul><li>Escalating material/labor costs </li></ul><ul><li>Supply chain issues </li></ul><ul><li>Vendor management issues </li></ul><ul><li>Outmoded business processes </li></ul><ul><li>Costs: </li></ul><ul><li>People, materials, outsourced services </li></ul>John Doe Director of Operations Persona Outline “ Current cost of delivery and skills required for the current solutions is unmanageable” “ Our current vendor continues to raise maintenance” “ I need to understand how we are performing for our Lines of Business”
  8. 8. Pain Points Uncovered <ul><li>Research comes from anywhere </li></ul><ul><ul><li>Sales feedback </li></ul></ul><ul><ul><li>Industry publications / reports </li></ul></ul>
  9. 9. Pain Points Uncovered <ul><li>If you can’t find it, create your own </li></ul><ul><ul><li>Conduct industry surveys </li></ul></ul><ul><ul><li>Survey your database </li></ul></ul>
  10. 10. Buy Cycle Integrated <ul><li>Now that we know who they are, it’s time to determine where they are in the buy cycle </li></ul><ul><ul><li>Discovery : Browsing. </li></ul></ul><ul><ul><li>Validation : Comparing. </li></ul></ul><ul><ul><li>Awareness : Window shopping. </li></ul></ul>
  11. 11. Call-to-action/content <ul><li>To be effective, content must be </li></ul><ul><li>Relevant </li></ul><ul><li>Varied </li></ul><ul><li>Personal </li></ul><ul><li>Fresh </li></ul>Product comparisons, price info, offers Industry white papers, educational material Case studies, other validation info Post-sales communication, user newsletter Emails with a mix of industry and product info
  12. 12. Reuse Think KISS This file is licensed under the Creative Commons Attribution 2.0 Generic license.
  13. 13. Reuse <ul><li>Start with a white paper, run a podcast, create a video </li></ul>
  14. 14. Reuse <ul><li>Partner with an analyst, run a webinar, highlight in a collateral piece </li></ul>
  15. 15. Put it all into action
  16. 16. Summary <ul><li>Get inside your prospect’s head </li></ul><ul><li>Recognize that you don’t control the process </li></ul><ul><li>Embrace diversity </li></ul><ul><li>Leverage automation to avoid “Batch and Blast” </li></ul><ul><li>Test, test, test… and then test some more </li></ul>
  17. 17. Questions? Thank You! Micky Long, mlong@arketi.com Whitney Boudreaux, wboudreaux@arketi.com

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