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Pardot Elevate 2011: Designing Content for your Marketing Machine

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Pardot Elevate 2011: Designing Content for your Marketing Machine

  1. 1. TM More Leads. Higher Quality. Lower Cost Designing  Content   for  your Marke=ng  Machine Elevate  November  16,  2011Friday, November 18, 2011
  2. 2. These  slides  are  made  available  to  you  as  a  courtesy.  They  remain  the   copyrighted  property  of  Gossamar  Inc.  You  may  share  them  at  will,   but  please  remember  to  a=ribute  them  to  us  if  you  do.Friday, November 18, 2011
  3. 3. Eric  Goldman President These  slides  are  made  available  to  you  as  a  courtesy.  They  remain  the   copyrighted  property  of  Gossamar  Inc.  You  may  share  them  at  will,   but  please  remember  to  a=ribute  them  to  us  if  you  do. TwiEer:  @gossamar Facebook:. http://www.facebook.com/pages/Gossamar-Inc/189667453494 LinkedIn Profile: http://www.linkedin.com/in/ericgoldmangossy Website: http://www.gossamar.comFriday, November 18, 2011
  4. 4. Introduction •  It’s  a  Process  -­‐  CPIFriday, November 18, 2011
  5. 5. Introduction •  It’s  a  Process  -­‐  CPI •    Content  is  King  -­‐  the  fuelFriday, November 18, 2011
  6. 6. Introduction •  It’s  a  Process  -­‐  CPI •    Content  is  King  -­‐  the  fuel •    Context  is  QueenFriday, November 18, 2011
  7. 7. Introduction •  It’s  a  Process  -­‐  CPI •    Content  is  King  -­‐  the  fuel •    Context  is  Queen •    Timing  is  everythingFriday, November 18, 2011
  8. 8. Introduction This  is  why  we  need  to:Friday, November 18, 2011
  9. 9. Introduction This  is  why  we  need  to: •  Know  our  visitors PersonasFriday, November 18, 2011
  10. 10. Introduction This  is  why  we  need  to: •  Know  our  visitors Personas •  Understand  what  informa=on  they  want  Buying-­‐CyclesFriday, November 18, 2011
  11. 11. Introduction This  is  why  we  need  to: •  Know  our  visitors Personas •  Understand  what  informa=on  they  want  Buying-­‐Cycles •  Know  when  they  want  itFriday, November 18, 2011
  12. 12. Introduction This  is  why  we  need  to: •  Know  our  visitors Personas •  Understand  what  informa=on  they  want  Buying-­‐Cycles •  Know  when  they  want  it •  Know  its  value  to  them  and    preferred  formatFriday, November 18, 2011
  13. 13. Agenda 1.  Introduc=on 2.  Content’s  purpose 3.  Developing  Personas 4.  Deciphering  Buying-­‐Cycles 5.  Designing  Content 6.  PuUng  it  all  together 7.  Developing  Insight 8.  ConclusionFriday, November 18, 2011
  14. 14. Content’s Purpose There  are  4  goals:Friday, November 18, 2011
  15. 15. Content’s Purpose There  are  4  goals: Inform  and  Educate Display  Thought  Leadership Erect  Barriers  to  CompeFFon And  the  4th?Friday, November 18, 2011
  16. 16. Content’s Purpose There  are  4  goals: Inform  and  Educate Display  Thought  Leadership Erect  Barriers  to  CompeFFon Sell  !Friday, November 18, 2011
  17. 17. Content’s Purpose But…Friday, November 18, 2011
  18. 18. Content’s Purpose But… Content  is  difficult!Friday, November 18, 2011
  19. 19. Content’s Purpose But… Content  is  difficult! Time CreaFve  Effort PublicaFon  Effort/CostFriday, November 18, 2011
  20. 20. Content’s Purpose So  create  the  minimum!Friday, November 18, 2011
  21. 21. Content’s Purpose Tips  to  followFriday, November 18, 2011
  22. 22. Agenda 1.  Introduc=on 2.  Content’s  purpose 3.  Developing  Personas 4.  Deciphering  Buying-­‐Cycles 5.  Designing  Content 6.  PuUng  it  all  together 7.  Developing  Insight 8.  ConclusionFriday, November 18, 2011
  23. 23. Developing Personas Profile  #  1:  OperaFons  ManagerFriday, November 18, 2011
  24. 24. Developing Personas Profile  #  1:  OperaFons  Manager  Products/Services:  SoluFon  #1Friday, November 18, 2011
  25. 25. Developing Personas Profile  #  1:  OperaFons  Manager  Products/Services:  SoluFon  #1 Titles: •  OperaFons  Manager •  Director  of  OperaFons •  VP  of  OperaFons  (Vice  President…)Friday, November 18, 2011
  26. 26. Developing Personas Profile  #  1:  OperaFons  Manager  Products/Services:  SoluFon  #1 Role: i)  Manages  the  operaFon  of  the   business  funcFon  in  which  your   product/service  will  be  installed/ operated/used. ii)  Role  in  decision-­‐making-­‐process?Friday, November 18, 2011
  27. 27. Developing Personas Profile  #  1:  OperaFons  Manager  Products/Services:  SoluFon  #1  Concerns: •  Needs  InformaFon •  Needs  ease  of  use •  Conscious  of  costs •  Wants/expects  high  quality •  Is  it  swamp  land  in  Florida?Friday, November 18, 2011
  28. 28. Developing Personas Profile  #  1:  OperaFons  Manager  Products/Services:  SoluFon  #1  QuesFons: •  What  is…? •  How  much  does  it  cost? •  Who  on  my  team  looks  at  this?Friday, November 18, 2011
  29. 29. Agenda 1.  Introduc=on 2.  Content’s  purpose 3.  Developing  Personas 4.  Deciphering  Buying-­‐Cycles 5.  Designing  Content 6.  PuUng  it  all  together 7.  Developing  Insight 8.  ConclusionFriday, November 18, 2011
  30. 30. Deciphering Persona Buying-Cycles Classic  B2B:Friday, November 18, 2011
  31. 31. Deciphering Persona Buying-Cycles Classic  B2B: •  Awareness •  Research •  Evaluate  AlternaFves •  Purchase  Decision •  Ongoing  SupportFriday, November 18, 2011
  32. 32. Deciphering Persona Buying-Cycles Classic  B2B: IMA  B2B: •  Awareness •  Research •  Evaluate  AlternaFves •  Purchase  Decision •  Ongoing  SupportFriday, November 18, 2011
  33. 33. Deciphering Persona Buying-Cycles Classic  B2B: IMA  B2B: •  Awareness •  Identify/define  problem •  Research •  Research  SoluFons •  Evaluate  AlternaFves •  Analyze  and  Evaluate •  Purchase  Decision •  Purchase •  Ongoing  Support •  Post-­‐Sale  SupportFriday, November 18, 2011
  34. 34. Tips 1: It’s a Team Effort Make  Content  the  Company’s  ProblemFriday, November 18, 2011
  35. 35. Tips 1: It’s a Team Effort Make  Content  the  Company’s  Problem •  Orient  Company  CultureFriday, November 18, 2011
  36. 36. Tips 1: It’s a Team Effort Make  Content  the  Company’s  Problem •  Orient  Company  Culture •  Walk  the  walk  -­‐  know  the  value  ($5-­‐$10k  per  White  Paper  =  CPL?)Friday, November 18, 2011
  37. 37. Tips 1: It’s a Team Effort Make  Content  the  Company’s  Problem •  Orient  Company  Culture •  Walk  the  walk  -­‐  know  the  value  ($5-­‐$10k  per  White  Paper  =  CPL?) •  Give  prizes  and  peer  recogniFonFriday, November 18, 2011
  38. 38. Tips 2: Understanding Personas •  Interview  Sales,  Support,  Field  Service,  AccounFngFriday, November 18, 2011
  39. 39. Tips 2: Understanding Personas •  Interview  Sales,  Support,  Field  Service,  AccounFng •  What  did  you  do  to  help  the  prospect  become  a  client  or  deal  with  an  issue?Friday, November 18, 2011
  40. 40. Tips 2: Understanding Personas •  Interview  Sales,  Support,  Field  Service,  AccounFng •  What  did  you  do  to  help  the  prospect  become  a  client  or  deal  with  an  issue? •  What  informaFon  did  the  client  ask  for  and  when  (stage?)Friday, November 18, 2011
  41. 41. Tips 2: Understanding Personas •  Interview  Sales,  Support,  Field  Service,  AccounFng •  What  did  you  do  to  help  the  prospect  become  a  client  or  deal  with  an  issue? •  What  informaFon  did  the  client  ask  for  and  when  (stage?) •  Not  all  Personas  travel  through  all  stagesFriday, November 18, 2011
  42. 42. Tips 2: Understanding Personas •  Interview  Sales,  Support,  Field  Service,  AccounFng •  What  did  you  do  to  help  the  prospect  become  a  client  or  deal  with  an  issue? •  What  informaFon  did  the  client  ask  for  and  when  (stage?) •  Not  all  Personas  travel  through  all  stages •  The  progression  is  not  always  linearFriday, November 18, 2011
  43. 43. Tips 2: Understanding Personas •  Interview  Sales,  Support,  Field  Service,  AccounFng •  What  did  you  do  to  help  the  prospect  become  a  client  or  deal  with  an  issue? •  What  informaFon  did  the  client  ask  for  and  when  (stage?) •  Not  all  Personas  travel  through  all  stages •  The  progression  is  not  always  linear •  Cycles  vary  in  duraFon  -­‐  Sales  will  know  yoursFriday, November 18, 2011
  44. 44. Tips 2: Understanding Personas •  Interview  Sales,  Support,  Field  Service,  AccounFng •  What  did  you  do  to  help  the  prospect  become  a  client  or  deal  with  an  issue? •  What  informaFon  did  the  client  ask  for  and  when  (stage?) •  Not  all  Personas  travel  through  all  stages •  The  progression  is  not  always  linear •  Cycles  vary  in  duraFon  -­‐  Sales  will  know  yours •  Pinpoint  campaign  or  source  for  ROIFriday, November 18, 2011
  45. 45. Tips 3: Deciphering Buying-Cycles Search  Phrase  ResultsFriday, November 18, 2011
  46. 46. Tips 3: Deciphering Buying-Cycles Search  Phrase  Results “ways  to  speed  up   production”  identi5ied   problem  -­‐  no  idea  how   to  solve  it.   (Stage  1)Friday, November 18, 2011
  47. 47. Tips 3: Deciphering Buying-Cycles Search  Phrase  Results “numerical  control”  problem  identi5ied (quicker  production); potential  solution  (NC  instead  of  manual), but  no  machine  or  supplier  yet.    (Stage  2)Friday, November 18, 2011
  48. 48. Tips 3: Deciphering Buying-Cycles Search  Phrase  Results “NC  milling  machine”,  and phrases  which  include   “comparison  or  compare”,   (Stage  3)Friday, November 18, 2011
  49. 49. Tips 3: Deciphering Buying-Cycles Search  Phrase  Results “Cheap”,  or  “Inexpensive”  (Stage  3), but  a  sensitivity  to  price (or  “best,”  or  “high-­‐quality”).Friday, November 18, 2011
  50. 50. Tips 3: Deciphering Buying-Cycles Search  Phrase  Results Your  company  name?Friday, November 18, 2011
  51. 51. Tips 4: Deciphering Buying-Cycles Talk  to  PeopleFriday, November 18, 2011
  52. 52. Tips 4: Deciphering Buying-Cycles Talk  to  People Prospects/Customers Your  Search  Phrases Your  Buying  Process Your  Stage  Now? #  People  and  Roles DuraFon?Friday, November 18, 2011
  53. 53. Tips 4: Deciphering Buying-Cycles Talk  to  People Use  Social  Media Ask  quesFons  onlineFriday, November 18, 2011
  54. 54. Agenda 1.  Introduc=on 2.  Content’s  purpose 3.  Developing  Personas 4.  Deciphering  Buying-­‐Cycles 5.  Designing  Content 6.  PuUng  it  all  together 7.  Developing  Insight 8.  ConclusionFriday, November 18, 2011
  55. 55. What goes Where… Stage PitchFriday, November 18, 2011
  56. 56. What goes Where… Stage Pitch •  Identify/define  problemFriday, November 18, 2011
  57. 57. What goes Where… Stage Pitch •  Identify/define  problem •  Information  onlyFriday, November 18, 2011
  58. 58. What goes Where… Stage Pitch •  Identify/define  problem •  Information  only •  Research  SoluFonsFriday, November 18, 2011
  59. 59. What goes Where… Stage Pitch •  Identify/define  problem •  Information  only •  Research  SoluFons •  Educate  OnlyFriday, November 18, 2011
  60. 60. What goes Where… Stage Pitch •  Identify/define  problem •  Information  only •  Research  SoluFons •  Educate  Only •  Analyze  and  EvaluateFriday, November 18, 2011
  61. 61. What goes Where… Stage Pitch •  Identify/define  problem •  Information  only •  Research  SoluFons •  Educate  Only •  Analyze  and  Evaluate •  Our  Features  (Spec  Sheets)Friday, November 18, 2011
  62. 62. What goes Where… Stage Pitch •  Identify/define  problem •  Information  only •  Research  SoluFons •  Educate  Only •  Analyze  and  Evaluate •  Our  Features  (Spec  Sheets) •  NegoFate  DealFriday, November 18, 2011
  63. 63. What goes Where… Stage Pitch •  Identify/define  problem •  Information  only •  Research  SoluFons •  Educate  Only •  Analyze  and  Evaluate •  Our  Features  (Spec  Sheets) •  NegoFate  Deal •  Features/Benefits/PricingFriday, November 18, 2011
  64. 64. What goes Where… Stage Pitch •  Identify/define  problem •  Information  only •  Research  SoluFons •  Educate  Only •  Analyze  and  Evaluate •  Our  Features  (Spec  Sheets) •  NegoFate  Deal •  Features/Benefits/Pricing •  PurchaseFriday, November 18, 2011
  65. 65. What goes Where… Stage Pitch •  Identify/define  problem •  Information  only •  Research  SoluFons •  Educate  Only •  Analyze  and  Evaluate •  Our  Features  (Spec  Sheets) •  NegoFate  Deal •  Features/Benefits/Pricing •  Purchase •  Convince  &  Support  DecisionFriday, November 18, 2011
  66. 66. What goes Where… Stage Pitch •  Identify/define  problem •  Information  only •  Research  SoluFons •  Educate  Only •  Analyze  and  Evaluate •  Our  Features  (Spec  Sheets) •  NegoFate  Deal •  Features/Benefits/Pricing •  Purchase •  Convince  &  Support  Decision •  Post-­‐Sale  SupportFriday, November 18, 2011
  67. 67. What goes Where… Stage Pitch •  Identify/define  problem •  Information  only •  Research  SoluFons •  Educate  Only •  Analyze  and  Evaluate •  Our  Features  (Spec  Sheets) •  NegoFate  Deal •  Features/Benefits/Pricing •  Purchase •  Convince  &  Support  Decision •  Post-­‐Sale  Support •  Up  SellFriday, November 18, 2011
  68. 68. Tips 5: Creating Content •  Follow  the  ProcessFriday, November 18, 2011
  69. 69. Tips 5: Creating Content •  Follow  the  Process •  Team  Think  ItFriday, November 18, 2011
  70. 70. Tips 5: Creating Content •  Follow  the  Process •  Team  Think  It •  Hire  Experts  -­‐  but  remember  YOU  are  the  SME!Friday, November 18, 2011
  71. 71. Tips 5: Creating Content •  Follow  the  Process •  Team  Think  It •  Hire  Experts  -­‐  but  remember  YOU  are  the  SME! •  Quality  is  important  -­‐  Digital  Trust  FactorFriday, November 18, 2011
  72. 72. Tips 5: Creating Content •  Follow  the  Process •  Team  Think  It •  Hire  Experts  -­‐  but  remember  YOU  are  the  SME! •  Quality  is  important  -­‐  Digital  Trust  Factor •  Length  is  not  important,  #  of  pieces  isFriday, November 18, 2011
  73. 73. And the common theme… Circle  of ConsistencyFriday, November 18, 2011
  74. 74. And the common theme… World Website Email Circle  of Consistency Landing  Page ContentFriday, November 18, 2011
  75. 75. And the common theme… Your   KeywordsFriday, November 18, 2011
  76. 76. Agenda 1.  Introduc=on 2.  Content’s  purpose 3.  Developing  Personas 4.  Deciphering  Buying-­‐Cycles 5.  Designing  Content 6.  PuUng  it  all  together 7.  Developing  Insight 8.  ConclusionFriday, November 18, 2011
  77. 77. Putting it all together… Map  The  ContentFriday, November 18, 2011
  78. 78. Putting it all together… Map  The  Content To  Buying-­‐CyclesFriday, November 18, 2011
  79. 79. Putting it all together… Map  The  Content To  what  they  want  to  know  about To  Buying-­‐CyclesFriday, November 18, 2011
  80. 80. Putting it all together… Map  The  Content To  a  persona To  what  they  want  to  know  about To  Buying-­‐CyclesFriday, November 18, 2011
  81. 81. Putting it all together… Map  The  Content To  a  persona IdenFfy  item  of  content To  what  they  want  to  know  about To  Buying-­‐CyclesFriday, November 18, 2011
  82. 82. Putting it all together… Map  The  Content To  a  persona IdenFfy  item  of  content To  what  they  want  to  know  about To  Buying-­‐CyclesFriday, November 18, 2011
  83. 83. Putting it all together…Friday, November 18, 2011
  84. 84. Using Pardot PI Landing  PagesFriday, November 18, 2011
  85. 85. Using Pardot PI Landing  Pages Heading Images Body  copy Form  (Max  4  ques=ons) BuEon Privacy  PolicyFriday, November 18, 2011
  86. 86. Engage - with the RIGHT Content at the RIGHT time Nurturing  CampaignsFriday, November 18, 2011
  87. 87. Engage - with the RIGHT Content at the RIGHT time Nurturing  Campaigns For  each PersonaFriday, November 18, 2011
  88. 88. Engage - with the RIGHT Content at the RIGHT time Nurturing  Campaigns For  each PersonaFriday, November 18, 2011
  89. 89. Agenda 1.  Introduc=on 2.  Content’s  purpose 3.  Developing  Personas 4.  Deciphering  Buying-­‐Cycles 5.  Designing  Content 6.  PuUng  it  all  together 7.  Developing  Insight 8.  ConclusionFriday, November 18, 2011
  90. 90. Using Pardot’s PI Developing  InsightFriday, November 18, 2011
  91. 91. Using Pardot’s PI Developing  InsightFriday, November 18, 2011
  92. 92. Using Pardot’s PI Developing  InsightFriday, November 18, 2011
  93. 93. Using Pardot’s PI Developing  InsightFriday, November 18, 2011
  94. 94. Using Pardot’s PI Developing  Insight GoodDataFriday, November 18, 2011
  95. 95. Conclusion Summary 1.  Introduc=on 2.  Content’s  purpose 3.  Developing  Personas 4.  Deciphering  Buying-­‐Cycles 5.  Designing  Content 6.  PuUng  it  all  together 7.  ConclusionFriday, November 18, 2011
  96. 96. Questions ?Friday, November 18, 2011

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