Patricia Christiansen provides strategies for digital marketing. She discusses three things that drive marketers crazy: feature telling versus story selling, one-size-fits-all messaging, and others thinking they are marketing experts. Christiansen advocates using data and personas to create targeted content that addresses customer needs across the buyer's journey from awareness to advocacy. She provides examples of content themes and formats that optimize resources to generate demand and conversions.

1. P A T R I C I A C H R I S T I A N S E N
things that drive marketers crazy
(and how digital marketing can help)
P A T R I C I A C H R I S T I A N S E N
G l o b a l P r o d u c t M a r k e t i n g M a n a g e r
S i e m e n s H e a l t h i n e e r s

2. 2P A T R I C I A C H R I S T I A N S E N
Strategic Marketing Executive | Results Driven Leader
Digital Marketing Evangelist | Storyteller| Marketing Innovator
Converted $3 billion prospect
to customer via content marketing & lead
nurturing strategy execution
MICROSITE RANK #2
(out of 2,000+ web pages)
within 2 weeks of launch
35%
Revenue Growth
<1 Year
CONTENT FOR CONVERSIONS
Build & manage a rich content & digital
strategy infrastructure to attract qualified
audience
56%
CONVERSION FOR
TOP SOLUTIONS
EXCEED GOALS
140%
of sales target
achieved

3. 3P A T R I C I A C H R I S T I A N S E N
What you will learn
Command data to
amplify your voice as
the real strategic
marketer at the table.
Create targeted
conversion-making
content even with
limited bandwidth and
resources.
Use content to
emotionally connect
with prospects and shift
from feature telling to
story “selling.”
Own the buyer’s
journey for targeted
persona messaging
Awareness
Consideration
Decision
Close
Evangelize

4. 4P A T R I C I A C H R I S T I A N S E N
3 things that drive marketers crazy
Feature telling vs.
story“selling”
One-size fits all
messaging
Everyone thinks
they are a
marketing expert
Do more
of this and
that
Do this Do that

5. 5P A T R I C I A C H R I S T I A N S E N
WHEN EVERYONE THINKS THEY
ARE A MARKETING EXPERT

6. 6P A T R I C I A C H R I S T I A N S E N
Let's send out
an email blast!
Make the web
content the same
as the product
brochure content
for consistency
This new
feature will
make a great
press release

7. MARKETING IS
SCIENCE & ARTISTRY
• Data driven decision making & strategy
• Persona identification & content mapping along
the buyer journey
• Digital marketing strategy fusing impactful
content optimized for search & accessible via
multiple digital channels
• Continuous measurement of conversions and
analytics, customer & team feedback, & market
changes
P A T R I C I A C H R I S T I A N S E N

8. 8P A T R I C I A C H R I S T I A N S E N
Use data to demonstrate the value of marketing
Page view organic vs. direct link
79 587 1669 979 1242
March
Organic: 71
Direct Link: 8
April
Organic: 530
Direct Link: 57
May
Organic: 1035
Direct Link: 664
June
Organic: 682
Direct Link: 297
July (7/18)
Organic: 731
Direct Link: 511

9. 9P A T R I C I A C H R I S T I A N S E N
External page views: monthly comparison
79 979587 1669 1242
March April May June July (7/18)
P A T R I C I A C H R I S T I A N S E N

10. 10P A T R I C I A C H R I S T I A N S E N
Attribution of change in external page views
79 979587 1669 1242
March April May June July (7/18)
New pages
launched -
low SE visibility
•Post-event PR
•Pre-webinar
promotion
•Growing SE
visibility
•IF webinar
•Significant
keyword change
•Industry event
•Page links on
social media,
digital ads &
articles
Suspended ads
• Launched new
content
campaign
• Relaunched ads
P A T R I C I A C H R I S T I A N S E N

11. 11P A T R I C I A C H R I S T I A N S E N
Downloads by persona
152 794923
CMO CIO COO/CCO Chief Radiology
113
Risk Manager/Legal
P A T R I C I A C H R I S T I A N S E N

12. 12P A T R I C I A C H R I S T I A N S E N
Measure conversions, not just clicks
Campaigns/Themes as
a whole
Individual persona
responses overall
Specific content to
persona
Leads by channel
Cost per persona Cost per channel
Cost per
campaign/theme
Total cost per lead

13. WHEN YOU SHOULD BE TALKING
VALUE, BUT THE TEAM CAN ONLY
SPEAK FEATURE/FUNCTIONS
P A T R I C I A C H R I S T I A N S E N

14. 14P A T R I C I A C H R I S T I A N S E N
Source: Internetlivestats.com 7/23/2018
Challenge: 75% of all websites are static

15. Good
content…
is relevant
is easy to
understand
inspires
CONTENT RULES!
P A T R I C I A C H R I S T I A N S E N

16. 16P A T R I C I A C H R I S T I A N S E N
Feature telling is a tough sell
50%
Conflict/
problem
Initial
situation
character
Result
without
solution/
product
Result
with
solution/
product
Story “selling”
Use words, text, images,
sounds and/or video to tell
the story of your
solution/product by wrapping
the value, feature functions,
details in a relatable,
compelling way that evokes
emotion and action.

17. 17P A T R I C I A C H R I S T I A N S E N
Use features in a
way that gets
the point across
P A T R I C I A C H R I S T I A N S E N

18. 18P A T R I C I A C H R I S T I A N S E N
SOLUTION: Apply high cost
resources to manage the high cost
population.
Without preventive lung screening, patients
may be diagnosed at a higher stage with
higher risk.
$47,792 per
patient
TOTAL COSTS1
Wait until symptoms present
Interventions:
Challenge:
Who is in my lung cancer risk
population?
Reactive care requires more
high cost resources
May not optimize evidence-
based care
Quantify the difference the solution can make
Interventions:
Additional opportunities to reduce cost:
SOLUTION: Reduce risk with
proactive screening.
$33,344 per patient
TOTAL COSTS1
Who is in my lung cancer risk population?
Automated appointment
reminders and
scheduling
Create and share
individualized care plan
Follow-up
CT scan annually
Run lung screen
analysis
Challenge:
ADVANCED APPROACH
MY TOTAL POPULATION
COMMON APPROACH
MY TOTAL POPULATION
1The Journal of Thoracic Oncology
2 https://www.iaslc.org/articles/less-costly-screen-and-treat-early-stage-lung-treat-late-stage-lung-cancer
RESULT: Improved
outcomes at a lower cost.
5-year survival rate2
54%
RESULT: Sub-optimal outcome
at a high cost.
5-year survival rate2
4%

19. 19P A T R I C I A C H R I S T I A N S E N
1 word
“shoes”
2-3 word phrase
“leopard print shoes”
More specific phase
“leopard print shoes with red pom-pom”
Keyword
curveHigh $$$ &
competition
Low $
Low conversion High targeted conversion
LONG TAIL
KEYWORD
CONVERSION

20. 20P A T R I C I A C H R I S T I A N S E N
What terms will each persona use to search?
Don‘t forget
to use long
tail keywords
in ALT text
The right
keywords will
get you found
without
having use the
product name

21. ONE SIZE FITS ALL MARKETING
P A T R I C I A C H R I S T I A N S E N

22. 22P A T R I C I A C H R I S T I A N S E N
Combine account-based marketing with content marketing approach
Engage with account
specific personalized
content and messaging
Identify
ideal
customer/
companies
Find the early
adopters and
influencers
Create evangelists and
reference accounts
Close sale
customer
evangelists
Decision
sales engagement using
metrics driven content
Awareness
thought leadership content
based on challenges
Consideration
demand generation
based on use case
examples
account-based
marketing
content marketing
(inbound)

23. 23
Use account based marketing for early adopters
Innovator
“Inventor”
Early Adopter
“Visionary”
Late Majority
“Conservative”
Early Majority
“Pragmatist”
Laggards
“Skeptics”
CHASMDefine your
ideal
customer
P A T R I C I A C H R I S T I A N S E N

24. 24P A T R I C I A C H R I S T I A N S E N
Early adopters…
http://www.businessdictionary.com/definition/early-adopters.html
Are evangelists who lead the market, create best
practices, and drive demand
Lead the
followers
14%
of the population
are early adopters*
Aren’t just the
first, they are
the best
DIGITIZATION
IMPROVES
PATHOLOGY
WORKFLOW &
DIAGNOSIS
Change the
world
Gain more from a one-on-one
partnership and prioritized
vendor attention
1

25. IDENTIFY YOUR
PERSONAS
Be sure to identify the various
personas involved in buying
or using your solution.
Are they early or late adopters?
What motivates them?
Do they like lot's of content or small
sound bites?
What social groups do they join?
P A T R I C I A C H R I S T I A N S E N

26. 26
Overview of content marketing architecture
Awareness
thought leadership
 Open doors & get
referrals
 Simplify speed & sales
content access
 Support targeting &
solution selling
 Map customer insights
to relevant solutions
Set Goal | Analyze & Measure | Adapt Based on Data
 Build brand awareness
& thought leadership
 Partnerships for proof
points & expanded use
cases
 Create digital marketing
strategy to get found
 Deliver the message via
customer channels
 Differentiate: unique
insights & asset content
 Address customer pain
points & behavior
 Generate response &
change minds
 Generate top-line sales
 Establish reference
customers
 Become trusted
partner
Consideration
demand generation
Decision
engagement
Close
evangelize
P A T R I C I A C H R I S T I A N S E N

27. 27
Content driven demand gen and nurture
campaign using the website as the anchor
Website
Content
download
Lead nurturing
steps
Social Media
promotion
Internet page
call to action
External
banner ads
Webinar:
Register now
Blog or
industry article
SEO/SEM
Drivers to website or
landing page:
Create separate
content landing
page with gated
form
Asset #1
“Infographic”
Asset #2
“how to” guide
Nurture email
#1 with asset
Nurture email
#2 with asset
1 2 3
P A T R I C I A C H R I S T I A N S E N

28. Turn an article, white
paper, or business paper
into an infographic, PPT
and an eBOOK….
Optimize bandwidth

29. 29P A T R I C I A C H R I S T I A N S E N
Make the most of your content

30. 30P A T R I C I A C H R I S T I A N S E N
Content themes to keep focus on persona stories
vs. feature functions
6 reasons why you should digitalize
incidental findings management
High Reliability Healthcare: 5 Ways to
Strive for Zero Harm
7 signs you need help with PHM
 Article
 Webinar
 PPT – 6 reasons why…
 Infographic - Lung Cancer Patient Follow-up
 eBook - 6 reasons why…
 Infographics – 6 reasons why…
 Article published DotMed
 PPT – 7 signs you need help…
 Infographic – 7 signs you…
 eBook – 7 signs you need…
 Webinar
 Content box on PHM web page
Risky business! What is the cost of not
following up on incidental findings)
 Article
 Webinar
 PPT – Risky Business
 Infographic – Risky Business
 White paper – Risky Business
5 care gaps you may not know you have
 Article
 White paper – 5 care gaps
 Webinar: 5 Care gaps you may not…
 PPT – 5 care gaps
 Infographic – 5 care gaps
 eBook – 5 care gaps…
 Content box on PFU web page
Priority 1 Q3’18
Priority 2 Q4’18
Priority 3 Q1’19
 Article: Using AI to uncover care gaps
 Infographic: Using AI to uncover care gaps
 Article: Leverage you existing HIT
 Webinar: Using AI…
 PPT – 5 care gaps
 Infographic – 5 care gaps
 “How to” Guide- A CMOs Guide the Using
AI to uncover care gaps
 White paper
Using AI to uncover care gaps
 Article: Patient experience with
incidental findings Draft in PR review
 Webinar
 PPT – High Reliability
 Infographic – High Reliability
 eBook – High Reliability
 Video: Patient experience with IF

31. 31P A T R I C I A C H R I S T I A N S E N
Allow access to your content in many ways
Links to
content
landing pages
with gated
forms for
downloads

32. 32P A T R I C I A C H R I S T I A N S E N
Optimize pages for demand generation and
engagement
Links to
content
landing pages
with gate
forms for
downloads

33. WORLD
DOMINATION
P A T R I C I A C H R I S T I A N S E N

34. Thank you for your time!
P A T R I C I A C H R I S T I A N S E N